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Sound Foundation Keeps Humming With New International Spots For Calvin Klein and Victoria Secret

Sound Foundation, the original music and licensing company led by Executive Producer/Music Supervisor Vasili Gavre, has been keeping the music cranked thanks to two new comprehensive ad projects: an international, multimedia campaign for Calvin Klein One called “Underwear,” featuring an array of licensed tracks; and a new Victoria Secret ad called “Incredible,â€? directed by Michael Bay, featuring the track “Get Someâ€? by hot new Atlantic Records artist Lykke Li, featured on the current cover of Spin Magazine.

“For both of these projects the challenge was all about finding the right songs,� Gavre says. “There’s so much music out there, but the more we work with our clients, the more we understand them and what they need. It always very satisfying when you find the right track, and for both of these projects we did exactly that.�

Calvin Klein

One “Underwear”
The new Calvin Klein One Underwear ad, created in-house, features numerous licensed tracks ranging from classic R&B like Kool & The Gang’s “Jungle Boogie� to new artists like Sky Ferreira and even quirky cuts like the theme song for the classic game show “The Price Is Right.� In addition to TV spots airing internationally, the ads are also on display at retail store kiosks, online and on select mobile devices that feature an augmented reality component.

Victoria Secret “Incredible�
The new Victoria Secret ad “Incredible,� directed by Michael Bay (“Transformers,� “Armageddon�, “Pearl Harbor�), promotes the lingerie and apparel makers new line of bras. The spot features the models Erin Heatherton, Chanel Iman, Candice Swanepoel, Lily Aldridge and Adriana Lima strutting their stuff to the Lykke Li song “Get Some.� This is not the first time Sound Foundation has helped place Li’s song “Little Bit� in a 2008 Victoria Secret ad “IPEX,� featuring Heidi Klum.

In addition to licensing Li ‘s song “Get Some� for the “Incredible� ad, Gavre was able to negotiate 1000 free downloads of the song for promotional use by Victoria Secret on their Facebook fan page.

“One of the biggest advantage of working with Sound Foundation is because of our deep industry contacts and stellar reputation we’re able to do create these value-added opportunities for our clients,� Gavre says. “Opportunities like that don’t just happen, they come through well-earned trust over the years between myself, the record labels and music publishers, and they often prove to be a great way for clients to both give their customers a little something extra while also bolstering their brand.�

About Sound Foundation:
We love music and we want to share it. We seek out talent and support it. We share ideas and let the best ones win. We create art and sometimes sell it. We explore the unconventional. We like collaborating. For more information:

Web Resources:
Click here to watch the Calvin Klein One Underwear ad:

Click here to watch the Victoria Secret ad “Incredible�:

Click here for more info about Sound Foundation: