Few designers understood Fred/Alan’s approach to television network logos as well as our first non-Fred, non-Alan creative director, Noel Frankel.
Our point of view started to form after Frank Olinsky of Manhattan Design brought in the first iteration of the last presentation on the MTV logo. He thought that every usage of the logo (for shows, posters, ads, etcetera) should have a different illustrative approach. We then pushed that idea further and came up with the thought that there could be different logo variations working right next to each other in one piece. In a world where print designers were hired to come up with a trademark, and then motion graphic designers were brought in to “make it move,” Fred/Alan felt that television had become the primary platform for design, so the marks needed to take this fact into account. Build motion into the initial composition, don’t add it afterwards. Our feeling was that you could freeze any frame of our moving logos and use it as a print graphic. Tom Corey and Scott Nash at Corey, McPherson, Nash picked up on this as soon as we started working together, and embedded it into the Nickelodeon and Lifetime logos they did for us. Besides, we felt that a corporate logo would have hundreds of people messing with it anyway, so if we could come up with a way that each designer who worked with it over time could “own” their own designs, the usage of it would be exponentially more exciting.
Noel brought a level of conceptual and executional sophistication to the process that peaked with HA! A bit of background is in order.
In 1989, HBO announced The Comedy Channel as a basic cable offering that was meant to compete formatically and demographically with MTV. Having learned from Ted Turner’s Cable Music Channel that the best defense is a strong offense, MTV Networks quickly announced it’s own comedy network. Given our deep relationship as the original branders-in-chiefs for the company —and the incredible importance of brand establishment at this stage in cable television’s history— Fred/Alan was brought in immediately.*
Naming was the first challenge. Nickelodeon was named before there was even a company (or we would have come up with a better name), and naming MTV and VH-1 were completely driven by Bob Pittman’s focused leadership. So, for MTV Network’s comedy network the best creative minds in a highly creative company generated 400 names, no one could make a decision, so they asked us to come up with a name. Never ones to waste our time with a client who wouldn’t make up their minds, we decided the better part of valor would be to pick one from their list and sell it hard. HA!** was on the list, we loved it, and MTVN paid us a fortune to spend weeks convincing them a name on their own list was best. (So goes the game in corporate America.)
Noel took it from there. He came up with an approach that allowed anyone who laughed to potentially be part of the network identity. A shouted “HA!” could emanate from anyone’s mouth, photographic or illustrative, and that would keep it fresh and allow for hundreds of fun network IDs.
Time was tight and the network needed to be on air by April 1, 1990 (get it?), a schedule twice as quick as the launch of MTV in 1981. Fred/Alan relied on producers we’d been working with over the past decade to produce the network ID packages, and they all jumped aboard and did some great work.
For those of you following our IDs for various networks during the 80s, most of these 10 second films won’t surprise. They were all good, but pay particular attention to the ones Drew Takahashi directed for his company (Colossal) Pictures (the X spots at the beginning of the compilation above). Always looking to innovate, Drew moved us away from the traditional 2D animation his company had done for us in the past and towards his passion of exploiting the then unique combination of video and computers. His pieces take the fun of Noel’s design and mashes them up with a number of television conventions from the vacuum tube days. Via early MacIntosh computers.
HA! TV Comedy Network
Network identity IDs
Logo design: Noel Frankel
Production: Drew Takahashi/(Colossal) Pictures SF, Alex Weil/Charlex NY, Marv Newland/International Rocketship Vancouver BC
* No, HA! doesn’t exist anymore. Neither does the Comedy Channel. After two years of slugging it out with each other, they merged into Comedy Central (named by Fred/Alan’s Bill Burnett) as of April 1, 1991.
** The one hiccup in the clearance for the name was that Jim Henson had trademarked Ha! (executed in a Bodoni bold) for his company Henson Associates. Gerry Laybourne from Nickelodeon negotiated with Jim to make it work out.0 comments Tagged: 1990, Corey McPherson Nash, HA!, MTV Networks, Manhattan Design, Network IDs, branding, cable, logo, television, Comedy Central,.
13 second video jingle VH-1 from fredseibert on Vimeo.
It seemed like a good idea at the time. This was the network that had my clearest fingerprints all over it, and ultimately became one of the list of reasons I had for leaving the business. In any event, the era of the early 90s remains a personal favorite of mine. But, of course, I’m biased (or maybe it’s just my age).
No one knew what to do with VH-1.
“Video Hits One” didn’t work.
“The Other Music Television” didn’t work.
And “Baby Boomers Deserve Their Own Channel” didn’t work.
Time for some Fred/Alan rebranding.
Tom Freston and I were having a rare sit down outside the office one day in late 1990 lamenting what had crashed and burned at VH-1. Launched as a “fighting brand” to Ted Turner in 1985, the channel had limped along never quite finding it’s way. Don’t know what came over me —maybe it was the continuing strength of our hit invention at Nick-at-Nite— but I blurted out that the “solution” to VH-1 was oldies.
“Music video is just about 10 years old, so the oldest generation of video fans is already between 35 and 45 years old, VH-1’s target. These people have no interest in the newest hair bands, they want to hear the music they already liked and fit it into a soundtrack of their lives. And this generation were teenagers smack dab towards the end of fast talking DJs and zippity jingles. Let’s remix the golden age of Top 40 radio and MTV and turn the channel into ‘VH-1! The Greatest Hits!! of Music Video!!!‘”
I’m not sure what came over Tom either, because he enthusiastically agreed and immediately cleared the way with management. We brought in a leading programming consultant, Fred Jacobs, who enthusiastically took to the idea and brought a lot of great ideas. We walked the entire staff through our point of view, and the reasoning behind it. As usual with a big organization, some people embraced the idea fully, and others were left grumbling (it wasn’t exactly the hippest solution, and MTV Networks was screaming with hipsters).
Creatively we went right to work, because there was a lot to do, and not much of a budget to do it with (remember, it’s not like the channel was in the greatest shape). The format was going to be like “hit radio”, with lots of announcer breaks (voice over only, no more VJs that no one liked), a half dozen “promise” tags (the station slogans), and, for me at least, the most fun was going to be using authentic Top 40 style radio jingles (more later). I enlisted Rowe Jones (we’d worked together on TV Heaven) to do an ungodly amount of daily work for us from his Florida studio; he would write, announce, and produce all the daily copy, and he became the voice of the network.
The jingles were going to be an interesting puzzle. No one on television had taken the 30 year, iconic sounds of hit radio and translated them, and while I thought the sound would be a slam dunk, the visuals were another matter entirely. At Fred/Alan we always thought the most provocative “look” of a network was actually driven through the aural passages, that television was, in fact, as much as an audio medium as visual. I went right the best source in the world, Jonathan and Mary Wolfert’s JAM Creative Productions in Dallas, Texas. Jon was crazy for the idea, and once we settled a few union singer residual issues, he dove right in, taking our dozen tags (from “the greatest hits!! of music video!!!” to “a-nother ow-er! of video pow-er!!!”) and constructing a classic sound with a totally 90s feel.
The video was trickier because what was a “video jingle” anyway? No one had done it before. Perceptual distinction was called for, certainly, but what did that mean? We went to two innovators for the answers. VMA winner Alex Weil at Charlex and Academy Award winner Zbigniew Rybczynski of Zbigvision. And over the Christmas/New Year’s holiday of 1990/91 they bum rushed the execution of flawless packaging for this sort of new channel.
Basically, the gig was like this: we had a number of different jingles, from three second “stingers” to 10+ second full chorus pieces. Both directors would use the exact same tracks, but lay over hundreds of video variations. There wasn’t exactly a budget for all that, but Alex and Zbig would develop a certain number foreground action with singers, dancers, and actors, and green screen as many backgrounds as could be afforded.
Fred/Alan IDs: VH-1 jingles by Charlex from fredseibert on Vimeo.
Charlex founders Charlie Levi and Alex Weil burst onto the scene with their 1984 sweep of the first VMAs (with Jeff Stein and my wife-to-be-10-years-later) for The Cars’ “You Might Think.” High profile assignments for SNL and Fred/Alan soon followed. We were all about the same age with parallel backgrounds and cultural influences (I knew we were in exactly the right place at our first meeting when Charlie made a crack about Fred Flintstone; very rare in the advertising world that someone would go so lowbrow). Fred/Alan actually became the Charlex ad agency in the late 80s. Nickelodeon, Myers’s Rum, and HA! saw some pretty good Fred/Alan-Charlex collabs, and we all had a great time doing it.
Alex Weil was the consummate confederate for VH-1. He had an awesome pop sensibility, but sometimes he wanted to think he was more sophisticated than that. A perfect conflict. And the clash was superbly matched to these jingles. Alex took to them in a heartbeat, reveling in the casting process and the dozens of different mix & match backgrounds he was going to put together with the logos.
My favorite accidental casting came about when Alan saw 1990s Miss Soviet Union and her runner up, beautiful blondes both, on David Letterman’s Late Night and got them over to Charlex the next day (the spot are in the package above). I’m sure they (or their handlers) had absolutely no idea what was going on or what they were lip syncing, but they were VH-1 stars for the next three years.
Fred/Alan IDs: VH-1 jingles by Zbigvision from fredseibert on Vimeo.
Filmmaker Zbigniew Rybczynski was a surprise 1983 Oscar winner for his animated short “Tango and immediately picked shorts assignments for Lorne Michaels’ “The New Show” (where we were introduced by Colossal Pictures’ Lidia Przyluska) and then a whole passel of innovative conceptual music videos and films. Always pushing envelopes with technical R&D, by 1990 Zbig was one of the first directors dedicated to video composing using (then) rare HD video cameras from Sony.
Watching Zbig plan a shoot was a fascinating and often confusing experience. He didn’t make conventional storyboards, preferring to map out the mathematical components of his vision on graph paper. The VH-1 one project was no different. Polish born, he didn’t have any of the nostalgic feelings for the Top 40 style radio jingles that Alex, Alan, or I had; I’ve no idea if he even knew what they were. So, his vision was starker and weirder, not one bit pop (at least not what I was familiar with; people in potato sacks or pajama onsies?). But, the way we figured it, we had plenty of pop with Charlex, and the pieces were just a few seconds each. No one could really have enough time to hate them.
By the time he was done, I found Zbig’s pieces mesmerizing.
Alas, “The Greatest Hits!! of Music Video!!!” was destined to be another in the long line of losing formats for VH-1. Our ratings improved dramatically for a little while (as all new VH-1 formats seemed to do) but really just sputtered along for most of it’s time on the air. I’m not exactly sure why it didn’t work, except that maybe our timing was off by maybe 15 years or so (music videos are the most popular film form on YouTube, the world most popular video player by a factor of 10), and it didn’t help that management was only going along because they’d been order to do so. Within a year they were continually undermining it, putting in their hipster touches all over the place. So, ultimately, it was, at best, an idea out of time, and at worst, just plain wrong. John Sykes came into the channel in 1994, hated (hated) the Greatest Hits, and instituted his “Music First” format. It crapped out too.
December 26, 1990 & January 4, 1991
Jingles produced by JAM Creative Productions, Dallas, Texas
Videos produced & directed by Alex Weil @ Charlex, NYC, and Zbigniew Rybczynski of Zbigvision, Hoboken, NJ
VH-1 logo: Scott Miller & Myles Tanaka
Executive Producers: Alan Goodman & Fred Seibert, Fred/Alan, Inc., New York
…..0 comments Tagged: VH-1, branding, Network IDs, 1991, VH1, Video Hits, MTV networks,.
Jazz singer and crooner Tony Bennett completely revived his career with his 1995 appearance on Unplugged. But, it was Fred/Alan that awakened Tony’s and MTV’s interest in each other in 1988. I think it was a great, funny spot, just right for the network.
This commercial was the first spot we did as a full service agency, the slickest and most expensive we’d ever done, and awakened me to the possibility that this was the beginning of the end of the game, and that I hated being part of, no less owning, an advertising agency.
To make a long story short, Alan and I had happily, productively, operated Fred/Alan as a boutique company with five employees, where we consulted on high level branding assignments of cable media properties like Nickelodeon, Nick-at-Nite, and MTV, and produced everything from promo spots to television shows. In late 1987, everything changed when Nickelodeon asked us to up the ante and become their full service ad agency, and MTV soon followed suit. Since neither of us had actually worked in an agency (though for years we’d made a lot of advertising and been agency clients) we started hiring experienced creatives, account managers, and media buyers. Strike one.
Our first big creative hire, Noel Frankel, was (is) an amazing copywriter and art director. At Fred/Alan he was directly responsible for some of our great campaigns for Nick-at-Nite and VH-1. He came up with this spot utilizing the iconic “I Want My MTV!” of LPG/Pon and Alan’s 1987 positioning of the network “TV or MTV?” and mashing it up with Tony singing adapted lyrics from Cole Porter’s “I Concentrate on You,” an unabashedly old school standard from the Great American Songbook. I was nervous; we’d never licensing anything for anything at MTV and the cost was probably going to be in five figures. Noel assured me, “If the client likes it, they’ll pay for it.” Sure, I guess, but it’s not the way we were used to doing business. Alan and I always worked as if it was our own money.
Alan and I hired our old friend, the amazing arranger Garry Sherman (sure he did all the classic Coke jingles, but also everything from the original “Good Lovin’” to Steely Dan to Midnight Cowboy) to prep the music.* We’d misunderstood a joke of Noel’s and made the track too contemporary. Strike two.
To bring the spot home we hired two more friends. Robert Small and Jim Burns were Robert Small Entertainment, and they’d design the production and Robert would direct. The entire set was built, beautifully I should add, Tony was on stage ready to shoot, when I get a call from Noel at the shoot.
“The floor’s no good. We need a shiny floor.”
Oh no, how much will that cost?
We’d never spent more than $20,000 on a whole promo campaign. Now we were approaching $100,000 for one spot alone.
“Don’t worry. The client will pay for it all!”
I called Tom Freston and Bobby Friedman at MTV. They approved the floor.
Copywriter & art director: Noel Frankel
Director: Robert Small
RSE producer: Jim Burns
Fred/Alan producer: Albie Hecht
Arrangement & recording: Garry Sherman
Executive producers: Alan Goodman & Fred Seibert
* An interesting, funny, sad aside. By the end of 1980’s the era of the live studio musician had almost come to an end for commercials. Instead of a two day $25,000 arrangement and $25,000 orchestra, people like Garry were taking a full week creating finished tracks on synthesizers and getting $5000.
When it came time to shoot the spot, we realized that actors playing musicians in the orchestra behind Tony would look phony, since they didn’t actually know how to play music. But, we could hire real musicians (of which there were plenty available, since there wasn’t much work anymore) as extras (Garry played the conductor), and believe it or not, they were cheaper to book than actors. A real shame.0 comments Tagged: MTV, commercials, advertising, MTV Networks, 1988, Noel Frankel,.
A Day in the Life from fredseibert on Vimeo.
Bill Burnett started at Fred/Alan in 1987 as a hilarious freelance copywriter, eventually becoming our creative director (and he went on to write and create cartoons for Fred in Hollywood). From his blog (check it out to see both spots, and more), here’s Bill’s take on a great campaign he created for us and our client VH-1:
One of the high points of my career was in 1988, when Don Martin, “Mad Magazine’s Maddest Artist”, agreed to make a series of ads with me at Fred/Alan Inc.You have to understand, I idolized Don Martin. I was that kid who snuck Mad Magazine into class and covered it with a Moby Dick book cover. And Don Martin was one of my favorites. With his geeky characters whose feet folded over the curb and his uncanny sense of absurdist slapstick, he cracked me up over and over.
So, there I was, charged with creating a campaign for VH-1 that would position the network as an MTV for baby boomers. What better way to accomplish that than to invoke the boomer’s bible–Mad Magazine? To the best of my knowledge we are the only people who have ever made an animated film of Don Martin’s cartoons, either for commercials or pure entertainment value. That makes these spots pretty special.
I just took a spin around the web and found that there IS a guy in Brazil who has been doing some decent Don Martin animations . You can find them by Googling “Don Martin Animation”. It’s not clear to me that he did them with Don’s blessing, but they’re kind of fun. (We did our spots with Don’s complete participation.) And apparently there was an unaired Mad Magazine special that contains an animated Don Martin cartoon.
Still, I think our ads are unique in that they remained true to the spirit of the master and also delivered a strong marketing message. These ads spoke to the prevailing thirty-something sense of living with stress and anxiety and troubled times, and the corresponding feeling of entitlement. “After all you’ve been through, you deserve your own channel.” Don’t we all feel that way? We’ve all been through a lot. We DO deserve our own channels. And with the Internet exploding into niches the way it is, we’ll each have our own channel before too long.
…..0 comments Tagged: 1988, Bill Burnett, MTV Networks, VH-1, advertising, animation, comics, commercials, television, VH1,.
Alan Goodman and I invented Nick-at-Nite.
It’s funny to see it in print. Ted Turner invented CNN the Cable News Network, Bill Paley created CBS the Columbia Broadcasting Company, John Lack invented MTV Music Television. But, there it is. Two guys most people never heard of invented America’s first oldies channel on television.
By mid-1985 Alan and I had developed the branding and vocabulary for MTV and Nickelodeon, and MTV President Bob Pittman had asked Nick General Manager Gerry Laybourne to figure out what to do with the dark hours after Nickelodeon went off the air at 8pm*. Gerry and her team tried to develop original programming for a number of months before giving up and asking us for suggestions. We were ready for them.
A couple of years before PIttman had purchased the rights to 300 episodes of The Donna Reed Show, a black & white series from from 1960s, because they were cheap and he thought they might be useful someday; I’d heard about the acquisition and started hatching up ways to use them. When we became independent producers in 1983 we spent over a year trying to convince ABC to create an “TV oldies” show in their daytime programming block. They eventually passed. “We’re a television network. We can’t run old, black and white shows!”
So, when Nick came a calling Alan and I had worked out the whole thing in our heads. We could run an entire network with programming that no one else wanted, but was solid enough to get a good rating. Perfect for the audience and perfect for advertisers. Our channel would be the television equivalent of oldies radio, the most successful format in decades. Just like “The Greatest Hits of All Time” we wouldn’t try to hide what we were. The networks might have reruns (sad face), but at Nick-at-Nite we’d be RERUNS!!! (happy face!). It would be a blast.
The powers that be at Nickelodeon did not like The Donna Reed Show at all; it was seen as a pre-feminist throwback that set a depressing role model. I’d watched it for weeks at a time in high school during an illness, and figured any show that could hold the attention of a high school boy for weeks had to be, at the very least, entertaining.
We convinced them to give it a try. Look for shows that fit the budget, were good (meaning strong characters and solid stories), package it all up under our guidance, and go for it. No one was sure what we were smoking, but after our last ditch presentation to Pittman, met with smiles and enthusiasm, they agreed to let us at it.
Alan and I were at Nickelodeon everyday for months lining things up (though we were still ‘outsiders’ we effectively served as the channel’s creative directors for the next seven years). Programming chief Debby Beece came up with the name ‘Nick-at-Nite;’ and she lined up a great debut line-up of Donna Reed, My Three Sons (the black & white years), Mr. Ed, and Route 66. Tom Corey and Scott Nash had already designed the Nickelodeon logo, so we tapped them again. We had a couple of bumps with our Nick promo team, the most important element in our scheme, because a couple of them with hipper-than-thou and thought oldies TV was the dumbest idea in creation. We convinced them by pointing out we didn’t think we were doing great art, just “good TV” (eventually one of our cornerstone promises to the audience). Scott Webb, Bob Mittenthal, Jay Newell, and others wholeheartedly committed to our vision and created some of the most memorable packaging a television network had ever seen.
Nick-at-Nite was an instant success. Within months it was the #1 cable network in prime time. It started being referenced in the popular culture, and became shorthand for suddenly retro culture. In competitive research Nick-at-Nite got credit for any old program a viewer liked, no matter where it ran on TV. And, it paved the way for Nick spinning off the 24 hour TV Land (check out Alan’s first written “positioning” for NANin 1987, “HELLO OUT THERE FROM TV LAND!”).
In many ways, Nick-at-Nite was one of Fred/Alan’s most satisfying triumphs. Creating success where most everyone else thought we had nothing. It doesn’t get any better.
* Back in the day, satellite transponders were scarce and extremely expensive; Nickelodeon leased their nighttime hours to the ARTS channel. When they got their own 24 hour berth and became A&E the cost was too much for Nick to bear without hope for revenue.0 comments Tagged: Corey McPherson Nash, MTV Networks, NIck-at-Nite, Scott Nash, TV Guide, Tom Corey, advertising, branding, print, trade advertising, NAN,.
Nick-at-Nite had a big problem, and Fred/Alan needed to fix it.
Advertisers loved the Nick-at-Nite ratings (it was one of the top three primetime cable networks), but the ad sales team was inexperienced and unskilled, and they never knew how to answer the questions from the agencies media groups designed to push the cost of the spots down through the floor.
Primary among them was, “Why should we pay as much for your old black & white as for newer color ones?” Stupid as it sounds —the high ratings meant lots of the same people watching everything else on TV were watching Nick-at-Nite— the sales team thought it was a worthwhile argument.
For the first few years after the creation of Nick-at-Nite, Fred/Alan’s primary role was in the day-to-day activities of the network itself. Promotion, branding, programming, acquisitions, we were involved in every aspect of the channel.
Then, in 1988, our collaborations with MTV Networks had evolved so far that they asked us to morph our production/consulting company into their full service advertising agency. Not knowing all that much about advertising other than it seemed to pay a little better than consulting, we agreed.
Enter Noel Frankel.
Noel was an experienced ad man, a print designer and copywriter. Aside from his consummate graphic design and painting skills, Noel brought a sophisticated strategic mind and, maybe more importantly, a twisted, quirky sense of humor. Perfect for Fred/Alan, which needed to start acting like we knew what we were doing. Even though we’d invented the Nick-at-Nite television network (a first —and probably to this day— only time an agency had actually invented a whole TV network), but now we needed to prove we could also invent an ad campaign that would solve their high hurdles with advertisers.
As his first freelance project for us Noel brought in comps for the Mr. Ed’s After-shave (“A trace of saddle blanket…bouquet of pasture…”). It captured the voice we’d inpsired, but it wasn’t dependent on footage from the episodes. There was a slick, color feel that belied the show’s black & whiteness, and when the ad ran in TV Guide, Entertainment Weekly, or any of the media trade publications, it would be a blast of fresh air. No network ever had such great fun with its own shows.
Then Noel adapted the campaign for small size, one color ads, and we added copywriter Bill Burnett to his team. If anything, Bill reveled in the weird even more than Noel, and the campaign started taking on some totally surreal tones.
The other agencies took notice. All of a sudden the networks started getting incoming calls looking for media time. The young media buyers were becoming big fans of the network and wanted their clients to be associated with our cool advertising; they started agitating their clients to get on board. Nick-at-Nite had solved their big problem.
Worthless? These worthless ads really put Fred/Alan on the map as an advertising agency with a sense of advertising way different than anyone else in the country.0 comments Tagged: Fred/Alan, MTV Networks, NIck-at-Nite, Noel Frankel, TV Guide, advertising, branding, print, trade advertising, NAN,.
Howard Hoffman is an artist and animation director who’d worked with Fred/Alan on a number of projects. One day he presented a zany idea. Howard spent Augusts at the Maine summer camp of his youth running an animation workshop, and wouldn’t it be better if the kids were animating something “real” like some Nickelodeon network IDs? That could be cool, right?
Well, sure. How bad could they be?
Not bad at all, it turned out; they were great. Howard made Nick IDs (and we filmed the kids introducing their shorts) for several years, and they were some of the best pieces we ever ran on the network.0 comments Tagged: MTV Networks, Maine, Network IDs, Nickelodeon, Nickelodeon IDs, branding, camp, Tom Pomposello,.
The whole story of VH-1 is probably only interesting to those who lived it, given how non-interesting the network has been for most of it’s life, and we were involved from the beginning for almost 15 years. While Fred and Alan had left MTV 18 months before, they were still considered a vital part of the brain trust that could help launch networks at the company. Here’s a few notes on the network identity/branding work we did the first time out. In 1985.
Origin: Ted Turner decided that MTV played devil’s music (hey, Ted was little skewed in those days) and was going to launch an “acceptable” alternative. MTV Networks wasn’t going to lose the goose that laid the golden egg and decided to fight Ted playing his own game. (In 1982, when ABC annouced a competing cable news service, Turner put CNN2, now Headline News, on the air within weeks and crushed ABC.) We strategized and executed the company’s second music network within weeks.
The name: Our boss, programming head Bob Pittman, was annoyed that his team rejected his pet name for MTV, TV-1, on the grounds that no one had a “1” on their TVs (remember, in 1981, people still had TV dials that went from channel 2 to channel 13). By 1985 he was powerful enough that the new music channel became, by his decree, VH-1: Video Hits One.
The programming: The programming needed to be available, inexpensive, and seemingly popular. Oh, and it couldn’t “cannibalize” MTV’s viewers. So, it would be poisitioned as music video for an older group (MTV was for folks 12 to 34 years old), 25 to 49 years old. Less rock and more pop. In reality, it meant any darn music videos MTV wouldn’t touch.
The logo & network IDs: My mentor Dale Pon and his partner, ad legend George Lois, had done the iconic “I Want My MTV” advertising, so George was asked to design the logo. Having not one pop music vein in his body, we got what we got.
Fred/Alan gathered up our most reliable animation collaborators, and churned out as many IDs as we could in four weeks (not easy with traditional cell animation and 1980s motion graphics). IDs that wouldn’t seem like they “belonged” on MTV. In other words, have fun, but not too much fun. As you can hear on the last pieces, it was the beginning of our Top 40 radio jingles era.0 comments Tagged: 1985, Network IDs, VH-1, VH1, Video Hits, animation, branding, MTV Networks,.
Eugene Pitt and The Jive 5 were as perfect an element of network identity as Fred/Alan ever found. All the filmmakers who worked with us on Nickelodeon lined up to be the first to use their soundtracks on their network IDs.
The Fred/Alan television branding execution often started with defining a network’s sound. A background in music and radio made this logical for them, though it was a philosphy grounded in their belief that TV was driven by the sounds first, with the visuals often following the audio lead. In the case of the Nickelodeon rebranding in 1985 the time frame was short, under six months, so the audio and the visual identities were developed simultaneously.
For over a year Alan and Fred had been thinking about old radio jingles, and thinking of ways to incorporate a human, vocal sound on their identities. In 1983, working on The Playboy Channel’s Hot Rocks, they scouted around for an a cappella group to record distinctive IDs for the music video show. Alan’s former colleague, writer and producer Marty Pekar, had started Ambient Sound to capture contemporary recordings of classic doo-wop groups from the 50s and 60s. He introduced them to the leader of The Jive 5, Eugene Pitt, as “not only a great singer, but a smart man.” They found Eugene to be, as Rock and Roll Hall of Fame CEO Terry Stewart said, “the most underrated soul singer in America,” and a wonderful collaborator. When the opportunity to work with Nickelodeon presented itself, Fred, Alan, and producer Tom Pomposello immediately knew the Jive 5 would be the perfect underpinning for defining the vocabulary of the network.
Convincing Nickelodeon was another story. When we brought up the notion of a sound identity, Nickelodeon executives, still not fully understanding of where we intended to steer the channel, suggested a consideration of Raffi, then a recent phenomenon as a singer for young children. “He’s very popular; our research confirms it.” Fred/Alan tried a lot of arguments to bring them around to a doo-wop sound, but they fell on deaf ears. “Doo-wop’s 30 years old, no kid has ever heard of it.”
Frame grab from “The Jive Five”, by Jon Kane/Optic Nerve
We won the day on two grounds.
Fred played on the executives’ liberal backgrouds. “We love all forms of African-American music, and using doo-wop will be a great way to educate American kids without anyone being the wiser.”
“Bom-ma-bom, a-bom-bom-a-bom, ba-ba-bom-bom-a-bomp, b-dang-a-dang-dang, b-ding-a-dong-ding.”
“What kid isn’t going to relate to that right away?” Alan asked.
Animation by Eli Noyes & Kit Laybourne, Joey Ahlbum, Colossal Pictures, David Lubell, Jerry Lieberman & Kim Deitch, Marv Newland/International Rocketship, and Jon Kane/Optic Nerve. Additional singing by Juli Davidson, and Paul Rolnick.