Groove Guild Crafts a Catchy Tune with 40+ Remote Voices for Online Platform Wondrium Launch

With virtual learning and content consumption at an all-time high, the launch of Wondriumv-va platform for streaming online courses, documentary series and more - could not have come at a better time. To reach the curiosity-seekers hungry for more knowledge, creative music agency Groove Guild was tapped by behaviour change agency DiMassimo Goldstein to orchestrate the music and sound for the spots that would launch the rebrand of The Teaching Company’s video-on-demand learning platform Wondrium.

Wondrium is a newly rebranded global subscription-video-on-demand (SVOD) service offering over 7K hours of intellectually stimulating, nonfiction learning content. Wondrium takes the learning experience to the next level, offering a library of entertaining, engaging, and educational content. The service provides a resource that complements people’s daily media habits, allowing them to pursue their passions, dig deeper into subjects, hone their habits, and find something they will love to learn about.

With over 40 different voices needed to bring to life the song that drives a pair of :60 ads, they got to work quickly to translate the cacophony of moving parts into an engaging and informative video introducing viewers to the new digital educational platform. Working amid the pandemic, Groove Guild remotely cast and recorded 20 different artists to voice the fun song that rapidly moves through quips from various characters with a catchy chorus in the background. To ensure a tight sync with the final animation, the Groove Guild team worked closely with the animation team to allow space for visual storytelling.

Wondrium | iWonder :60 from DiMassimo Goldstein on Vimeo.

In the ad, Wondrium sets out to answer everyone’s burning 5 W’s: “why does the Mona Lisa smile”, “when is a violin a fiddle” and “what is stock data” are just some of the mishmash of questions posed amidst the fast-paced mixed media animation. Set to a perpetual singing chorus, actors voice famous figures from Benjamin Franklin to Abraham Lincoln all the way to the Great Sphinx of Giza and a DNA strand, boiling over with questions until the company tagline invites the audience with a solemn: “Because I wonder.”

Notes Groove Guild partner/creative director Paul Riggio: "Musically there were so many moving parts required to strike the right balance between informative and entertaining, so it was really exciting for our team to roll up our sleeves and get creative.  From writing to casting, recording and producing, everything was done remotely and it was a fun challenge to bring everything together.”

Notes Groove Guild executive producer Amanda Scoblick: "It was important that we cast talent that could not only tackle the fast-moving lyrics but bring a lighthearted sing-song style that would bring fluidity to the constant motion in the animation. With a fully remote approach, we were able to cast a wide net and get just the right talent for the job."

While bringing a composition with so many moving parts to musical life would be a feat at any time, working remotely required detailed organization and expert communication to execute seamlessly. The Groove Guild team handled the auditions, castings and production of the vocals for the 40 characters remotely, directing talent via video sessions to achieve the performances needed to carry the bright tune. With a high density of lyrics, the team worked carefully to ensure that the vocals would land between spoken word and singing, resulting in an easy-to-understand style rooted in the musical keys. 

To heighten the cinematic quality of the track, Groove Guild worked closely with a seasoned songwriting team from Ireland to compose. They worked in tandem with the duo of artists to bring their depth of experience in writing for fluid movement to the track, while still maximizing efficiency and meeting deadlines. Groove Guild has recently expanded this approach of collaborating closely with recording artists and producers with the launch of its Artist In Residence program, which currently includes 'Empire' composer Fil Eisler and multi-platinum recording artist/producer Frans Mernick.