Supreme Music Asks Marcos Alves and Marco Serra: And What about Music?

Q> Please tell us your name and what you do professionally.

Marcos and Marco> Marcos Alves and Marco Serra, creative directors at Edelman Amsterdam.

Q> Give us an insight into the most memorable project you executed and did music play a role in it?

Marcos and Marco> On “The Glitch” project for the Alzheimer Forschung Initiative in Germany, we wanted to create an immersive experience for the audience, taking them as first person viewer through the day of a person living with Alzheimer’s condition. We’ve developed visual glitches to represent the moments a memory failure happens, but regarding the sound effects we needed to also have a translation of these moments. We combined these two senses with a very thoughtful editing to bring the film to life – which resulted in multiple awards in audio categories. Please watch here.

Q> What topics or movement in the world of music do you not like?

Marcos and Marco> As Rick Rubin says, musicians should make music that they like and not what they think people will like. Personally, we don’t like anything that seems to be created to please a mass and sounds generic. It’s exciting to feel like the artist is taking us on a personal journey.

Q> In what ways do you think AI is helping in your role and do you see any pitfalls?

Marcos and Marco> We think AI is speeding up some processes and supporting production as a tool. Music is still a human expression, so AI can only help humans to achieve different results, in our view. A pitfall would be if artists leave their craft a bit aside to focus too much on the tech.

Q> Would you rather write the title song for a rom com, zombie or Dracula film - and why? 

Marcos and Marco> Definitely for a zombie film. It offers a lot of different variables. It could take us to a gloomy place, with a lot of tension like in “The Last of Us” series. Or it can be something completely funny, unexpected and unhinged like “Zombieland”.