Monthly Archives: December 2012

great minds on music : an interview with sudeep gohil

“Great Minds on Music” is a series of conversations between some of the top names in the business of advertising and Uli Reese, President of iV2. We’ve edited and compiled these interviews into a series we’ve dubbed “Great Minds on Music.” If you’d like to read more from these innovative thinkers, selecting this link will aggregate all the interviews for easy viewing.

GREAT MINDS ON MUSIC: AN INTERVIEW WITH SUDEEP GOHIL

Reese: Let’s start by considering how important music is to your work. I know you have a strong musical background: you DJ and you have a SoundCloud channel called, “Deep Mix”. You also have a strategic planning history. How does all that work together?

“We’re getting to the point [in advertising] where there is so much clutter that a sting becomes even more important. People are beginning to think, ‘Actually…I could do something more interesting with the one and a half seconds at the end of every commercial…’” – Sudeep Gohil

Gohil: I’ve always been really interested in music. When I was a kid I used to play in bands. I learned to play bass guitar. I was in a band when I was in Australia, but because I was the bass player I was always at the back. We were playing Hendrix and Led Zeppelin… but I wanted to do something more complicated, like Living Colour….I thought Vernon Reid was the most awesome bass player I’d ever heard. But the band didn’t want to do that kind of stuff. And then I went back to London to visit my cousins, and they gave me  — a tape, I suppose — of Technotronic.

Reese: Technotronic?

Gohil:  You know: “Pump Up the Jam”? And I realized that while electronic music was a kind of niche in Australia, it was massive in the UK. So suddenly I wanted to DJ too. For my 14th or 15th birthday, my parents flew over a set of turntables and a mixer from London as a gift.  Everything changed, because I was in control. I was at the front instead of the back! We’d put on a party in a social club or a town hall and it was just insane: hundreds and hundreds of people. When I finished high school, I realized I could do the same thing on an even bigger scale. We started doing warehouse parties and so on. We were making more money than we knew what to do with! Continue reading