Joey Reyes: Crafting the Soundtrack of Branding at MAS

In the dynamic intersection of music and advertising, few figures stand out like Joey Reyes, executive producer at MAS - Music and Strategy. With a career that spans over a decade, Joey has seamlessly merged his passion for music with the world of brand storytelling, making him a pivotal player in a creative landscape that continues to evolve.

Joey’s journey into the realm of advertising music production began after eight years as an ad agency producer. “I decided I wanted to make a change,” he recalls. “I’ve always had a passion for music since a young age. I’ve been in bands and produced my own music for years, so it felt only natural to jump over to that side of the business.” This shift marked the beginning of a fulfilling career at MAS, a company dedicated to finding innovative ways to integrate music and culture into brand strategies.

Reflecting on his growth as a producer, one project stands out in Joey’s mind. He tells me how, about 11 years ago, he worked on a major campaign for an alcohol brand that really pushed the boundaries of creativity. “The creative team was big on experimentation,” he says, recalling how they brought in American DJ and comedian, Cipha Sounds, for voiceover work, followed by singer/songwriter David Johansen, who recorded a unique rendition of “Tiptoe Through the Tulips.” While those concepts ultimately didn’t make the cut, the experience was invaluable to Joey’s growth as a producer. “It was my first time producing celebrity talent, and I learned a lot that still carries over to this day,” he explains, mentioning his more recent collaboration with Neil Patrick Harris on a DraftKings campaign. 

At MAS, Joey is committed to prioritising music as a key element in storytelling. When we touch on how powerful a tool it can be, he emphasises the importance of understanding the emotional nuances of a project. One poignant example he gives is a spot for Lincoln Financial which told the story of a restaurant owner mourning her husband while keeping his legacy alive. “Musically, there was a fine line we had to walk. It’s a sad story but there is also a sense of hope,” he notes. After numerous demos and revisions - “at MAS, even if we have everything we need, we’ll go back and push the creative more” - they crafted a simple yet powerful piece of music that conveyed genuine human emotion. This project exemplified how effectively music can enhance storytelling in advertising.

To align the creative vision of a project with brand objectives, Joey employs unique strategies. “When reviewing demos or searching music from our library, we’re constantly going back to the brief,” he says. However, he believes in the power of exploration, often presenting “wildcard options” that stray from the original brief but resonate in unexpected ways. “Sometimes it wins!” he adds, highlighting the creative potential of thinking outside the box.

“Continued creative exploration is important,” he asserts. “We’re constantly asking ourselves, ‘What else can be done here? Is there another approach that the clients haven’t thought of?’” This commitment to pushing creative boundaries has been a hallmark of MAS’ philosophy, encouraging continuous improvement even when projects seem complete.

Another significantly memorable project for Joey was a collaboration with Ruelle, creating a cinematic rendition of “Walking on the Moon” by The Police for Lincoln. The project won a Clio – a success which underscores the magic that happens when creativity and collaboration converge.

Yet, in 2024, the path to success is not without challenges and Joey identifies the ways in which budget constraints present a frequent obstacle. “Small budgets are always a challenge, but we never want to turn down a project for that reason,” he insists. Instead, he and his team find creative solutions, such as offering an internal library search for tracks that can be adapted to meet the client’s needs, ensuring that quality is never compromised.

Looking ahead, Joey recognises the influence of emerging trends in music and advertising. I ask him if he’s considered AI’s potential impact on the work, to which he replies: “I’m not too worried about it. I imagine someone asking us to recreate a song generated on AI. But the data scraping used in these AI generators makes it all super sketchy, and no brand wants to take that risk.” He believes that the true essence of creativity – human intuition and real-time decision-making – cannot be replicated by machines.

Music has always played an integral role in Joey’s life and creative mindset, and it continues to influence his daily output. Actively engaging with new gear, plugins, and software, he is always seeking ways to enhance his work. “Sometimes I’ll listen to a demo and think, ‘It’s almost there,’” he explains. “Then I’ll think of a plugin and suggest it to the writer.” These explorations of both technology and creativity not only fuel his passion but also inspire innovative approaches to projects.

Joey’s journey reflects a deep-seated passion for music and a relentless pursuit of creative excellence, ensuring that every campaign he touches resonates with authenticity and emotional depth. As he continues to navigate the evolving landscape of music and branding, he remains committed to crafting the soundtracks that help brands tell their stories in unforgettable ways.