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With a presence across programming for the Super Bowl and Sundance Film Festival, as well as contributions to winners and nominees at this year's GRAMMY, GLAAD, Clio, Emmy Awards and Golden Globes, Heavy Duty Projects has kicked off 2024 by showcasing the many facets that make it one of the most versatile, distinguished and imaginative producers of bespoke music. From original compositions to artist collaborations, music supervision, covers & remixes, final mix, sound design and beyond, each piece of work has demonstrated why Variety says that "world-building and creating a sonic universe before and behind a moving image is what Heavy Duty Projects does best." On the heels of 2023 bringing some of its highest-profile partnerships yet, the independent company has further paired its ability to navigate all types of genres and creative briefs with the unrivaled pop expertise possessed by a roster of cutting-edge, currently-charting hitmakers:
This past Sunday, Heavy Duty Projects made its first appearance in a Big Game commercial, contributing a reimagined recording of Elvis Crespo's merengue hit, "Suavemente," to a Total by Verizon spot. Directed by Fred Armisen and created by Ogilvy, the campaign features a lyrical flip and comedic arrangement of the Spanish-language classic, retitled "Totalmente," which was crafted by Heavy Duty's own Dylan Bostick (Executive Creative Producer) and Zach Pollakoff (Executive Producer). The ad aired during Univision's Big Game telecast, with the "Totalmente" song now available on TikTok, where Heavy Duty serves as one of the platform's select few Music + Sound partners. Watch an extended music video version of the ad HERE.
"Totalmente" is the latest example of how Heavy Duty Projects is making commercial and custom music cooler and more culturally-relevant, while tapping into a Gen Z consumer base, and offering new platforms, opportunities and revenue streams to artists, writers and producers. Through dozens of 2023 campaigns for brands ranging from Google x Barbie to Jeep x Derek Jeter, Uber Eats x Countess Luann, Hot Wheels, McDonald's, Samsung, Smartwater, and Etsy's "#1 Holiday Campaign of 2023" (Ad Age), Heavy Duty exhibits work that "pulls on consumer heartstrings" (The Hustle), and has helped to "revive the marketing jingle" (Marketing Brew). The past year culminated in Heavy Duty's agency partners earning top honors at the 2024 Clio Music Awards, including Deloitte Digital x CSAA collaboration, "Boys No More" — a song that united members of NSYNC, New Kids On The Block, 98 Degrees and Boyz II Men – and TBWA, Chiat and Day LA x Gatorade's Serena Williams spot.
Thus far, 2024 has seen Heavy Duty create original music for Expedia's just-launched "Step Out. Everyday" campaign, in global ad partnership with Netflix, in addition to music supervising a CarGurus ad featuring The Everly Brothers' "All I Have To Do Is Dream." Heavy Duty Projects also music supervised new film Ponyboi, clearing and placing songs by Bruce Springsteen, Kali Uchis, The Tonettes and more to the thrilling story of a young intersex worker, directed by Esteban Arango and written by River Gallo. Starring River Gallo, Dylan O'Brien, Victoria Pedretti and Murray Bartlett, the film premiered to raves at Sundance Film Festival, where Heavy Duty attended in between a slew of other nominations, awards and events this year.
Ahead of the upcoming GLAAD Media Awards, where Heavy Duty staff composer Amanda Yamate scored Outstanding Documentary nominee Every Body, Heavy Duty Projects' Creative Director, Daniel Nigro, was up for five 2024 GRAMMY Awards, including Producer of The Year for his work with Olivia Rodrigo and more. Furthermore, Heavy Duty Projects produced music for Netflix’s BEEF, which took home Emmys and Golden Globes, as well as Children's and Family Emmy Award-winning series Disney+'s The Muppets Mayhem, and Apple TV+'s HOME, which earned Heavy Duty's BJ Burton a Daytime Emmy for Outstanding Music Direction and Composition.
Heavy Duty Projects is preparing for another big year ahead – especially for cofounder and 3x GRAMMY-winner Ariel Rechtshaid, who co-produced forthcoming Vampire Weekend album Only God Was Above Us, and particularly for sister company and publishing house, Heavy Duty Music. Read Billboard's Executive of The Week feature on Joshua Kessler (Founding Partner & CEO), who discusses a new slate of signings, landing writers and producers on GRAMMY-nominated albums from Miley Cyrus, Travis Scott and Drake & 21 Savage, meeting songwriters' needs with a white-glove approach, attracting new clients, and building long, lucrative careers.
Hear Heavy Duty Music's latest credits in the playlist HERE, including new music from Kid Cudi, Kim Gordon, Rod Wave, The Voidz, The Kid LAROI, Lil Yachty and more.
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