With Aerosmith set to be honoured today as MusiCares ‘Person of the Year’ at The Recording Academy’s 30th-anniversary benefit gala, we decided to take a look at their recent synch history, from epic Super Bowl spots to video game trailers.
BMG represent many of the marquee works of Steven Tyler and Joe Perry, including “Dream On”, “Sweet Emotion”, “Walk This Way”, “Dude (Looks Like A Lady)” and “Crazy”, so we sat down with their SVP Creative Synch Jonathan Palmer to discuss their recent placements and what it’s like to work alongside their catalogue.
Which recent placement really stands out for you?
The placement for Clash Royale was a fun one. Ryan Kofman on my Creative Synch team put that one into motion. It’s always fun to hear a new spin on a classic, and this orchestral version of “Dream On” is truly special. It also demonstrates the band’s openness to doing new things with the repertoire.
Have any particular spots really driven engagement in the catalogue?
I’d single out the 2016 and 2018 Super Bowl synchs for “Dream On” – for Skittles and Kia, the latter featuring Steven as a race car driver. Those really boosted the prominence of the song to an entirely new stratospheric level, and did a lot to fire up general interest in the band’s catalogue. “Dream On” is inarguably one of the top classic rock synch songs of all time at this point.
What’s your personal favourite Aerosmith synch placement?
My personal favourite is “Sweet Emotion” in the opening sequence of Dazed and Confused. Having grown up during the ‘70s as a diehard Aerosmith fan, that was like getting in a time machine. It is not just my favorite Aerosmith synch, but maybe one of my favorite film synchs, period. So badass.
What’s it like to represent the Aerosmith catalogue?
We’ve been really pleased to see a general uptick in interest in these songs. You can never really predict when a catalogue is going to start clicking in the zeitgeist. Might have something to do with their ongoing Vegas residency, and other activity in the band’s world. The songs are just so durable, from their ‘70s classics on through their ‘90s powerballads and beyond. It’s a privilege to take these songs out for a spin on a regular basis, and we’re excited to see what the next opportunity is!
Notable (recent) BMG/Aerosmith synchs:
French Ad – Dior Homme/”Walk This Way” (2017):
Brazilian Ad – Itau/Cover of “Dream On” (2018):
US Ad – T-Mobile/”Sweet Emotion” (2019):
US Super Bowl Spot feat. Steven Tyler – Kia/”Dream On” (2018):
US Video Game Ad – Clash Royale/Cover of “Dream On” (2019):
US Fox TV Promo – The Orville (Season 2)/”Sweet Emotion” (2018):
US Apple TV+ Promo – For All Mankind (Season 1)/”Dream On” (2019):
US In-Episode TV/ABC – The Goldbergs (Ep. 620)/Cast Performance of “Walk This Way” (2019):
US In-Episode TV/Showtime – Ray Donovan (Ep. 609)/”Dream On” (2018):