- Innovative collaboration with Berklee provides opportunities for students to compose music for a global corporate signature sound and helps one student land first job
Natixis Global Asset Management has announced the release of its new signature sound as part of the company’s Soundscape project, an innovative partnership between Berklee College of Music’s Contemporary Writing and Production (CWP) department and the Boston-based firm. The Soundscape project was launched in May in an effort to create the music Natixis will use in various commercial applications globally – at conferences, on radio and television ads, and within the company telephone system. Three students were selected to compete by Berklee faculty and had the opportunity to present their ideas before a panel of Natixis employees, who selected Andres Villareal’s entry as the winner.
“We have a longstanding partnership with Berklee College of Music, and what better way to provide students with real-world application of classroom learning than the unique opportunity to craft a composition and give voice to a brand,” said John Hailer, president and chief executive officer, Natixis Global Asset Management – The Americas and Asia. “We are very fortunate to be able to work with such a talented young musician and hope that this project encourages more young artists to pursue careers in music.”
The Natixis team was in search of a musical arrangement that conveyed the innovation, durability and stability of their company.
“It’s not often that students have an opportunity like this,” said Matthew Nicholl, chair of Berklee’s CWP department. “Composing music for advertising is one of the most popular career fields for our graduates. This project showed young musicians how their expertise can be used and applied across a variety of industries ranging from entertainment to financial services.”
The judges praised Villareal’s composition as modern, upbeat, diverse, global and energetic and were especially struck by the way he used the piano to represent the individual investor, breaking it off from a group of instruments and playing a prominent role in the composition.
“I was thrilled to have my piece selected to represent Natixis Global Asset Management,” said Villareal, who came from Monterrey, Mexico, to study at Berklee. “This competition has provided me with priceless experience that I know will be immensely helpful as I pursue a professional career in the music industry.”
In addition to the opportunity to have his music played around the world by Natixis, Villareal was also awarded $2,500 for placing first in the competition and was hired by Natixis to further develop the soundscape for the company. Natixis awarded $1,000 to Miguel Coca, from Madrid, Spain, who placed second, and $500 to Ella Joy, from Kiryat Tiv’on, Israel, who finished in third place.
The Natixis music competition is another example of the company’s commitment to supporting and expanding music education. This year, the firm launched the new “2014 Jazz Diplomacy Project,” which included a series of more than 200 events celebrating jazz and bringing together thought leaders to explore solutions to challenges facing the world today. As part of the Jazz Diplomacy Project, Natixis provided support to the Foundation for the National Archives and also partnered with Newport Festivals Foundation, Boston Public Schools and JazzBoston to make it possible for nearly 100 public school students to attend the legendary Newport Jazz Festival. Ahead of Berklee’s BeanTown Jazz Festival, Natixis will continue to work with the college to provide opportunities for extraordinary young musicians to pursue their musical dreams through the 2014 Natixis-Berklee City Music Scholarship. This year also marks Natixis’ fourth year as presenting sponsor of the BeanTown Jazz Festival.