MUSIC+SOUND AWARDS 2024 WINNER SPOTLIGHT

BEST ORIGINAL COMPOSITION IN ONLINE, SOCIAL + DIGITAL ADVERTISING

Best ORIGINAL COMPOSITION in online, social + digital advertising

Under Armour ‘World Cup Armour Up’

Production Company: Citizen Music, New York

Composers: Theo de Gunzburg + Noah Wiehl

Music Producers: Kate Sims + Molly Young

Music Editor: Bryson Kemp

Agency: Zambezi

Director: Kat Webber

Best Composition in Online, Social + Digital Advertising winners this year were Citizen Music in New York for their original tracks on the Under Armour ‘World Cup Armour Up’ spot.

Citizen captured the spirit of the tournament perfectly using innovative sound and powerful lyrics, inspiring and energising audiences. From concept to completion, hear what they had to say about the process of bringing this project to life…

“This all female production team were tasked with working up the concept and creation for the Women’s World Cup. The challenge was to find two female artists in both the UK and US that mirrored Alex Greenfield and Kelley O’Hara, their counterparts on the football field. 

Citizen would then create two original tracks, beat swapping between US Hip Hop and UK Grime and contributing lyrics that reflected both the athletes backgrounds and victories. After two months of talent negotiation, we landed on Nadia Rose from the UK and Gavlyn from the US.

In close collaboration with the Under Armour teams, production, and the agency, staff composers, Theo de Gunzburg and Noah Wiehl, wrote original tracks for the choreographer to work to. The team then joined on set to make last minute tweaks and recorded the talent in the studio. During the edit we meticulously worked on sound design and sweetened everything in the end through the mix.”

Visit Citizen Music’s site HERE