We launched A-MNEMONIC Music at Cannes Lions exactly 10 years ago. Founder and MD Toby Jarvis looks back at the summer of 2013.
“I had left my previous job the day before and was due in Cannes the next day. With no phone or business cards. Just passion and enthusiasm. I knew what A-MNEMONIC could become. However, less certain how to achieve it.
The only place I knew that could design and print business cards overnight was ProntaPrint, just off Trafalgar Square. I pitched up at around 10 pm and thought of a company name in about 3 seconds. They ran off a batch of purple cards so I could take them to Cannes the next day.
I had built a recording studio 6 months before, at a huge expense, and only needed a final injection of cash to get it all up and running properly. I didn’t know how to start a business. I had no idea if we’d win any clients. It seemed like the most terrifying gamble you could take.
Within a few days from our return from Cannes, we had a company registration number, a VAT number, a lawyer, an accountant, – and a tiny office, at the very top of the Windmill Theatre in Archer St. Our little space had previously been used as the ‘exotic dancer’s’ dressing room. The decor hadn’t been touched since Paul Raymond’s days in the 60s. Very seedy.
That week, we had our first job. ITV were updating their ‘This Morning’ show and we were called in to ‘refresh and update’ the theme music.
Amazing how time has whizzed by so quickly.
In the 10 years since, we’ve worked with many smart and talented clients, brands, agencies, marketeers, producers, directors, animators, musicians, voices, singers and composers. From all over the world. We’ve had our share of challenges and setbacks too. No train wrecks. Yet. In addition to the 2,432 music tracks we’ve produced, our team have chalked up 5 marriages, and 6 babies.
We have the same enthusiasm and passion now. The biggest buzz for us is collaborating with amazing people – experts in their craft and producing great work. Technology continues to evolve around us. It has always been an integral and exciting part of our journey, and will undoubtedly continue to shape our future.
Unfortunately, we’re not in Cannes this year, too much going on here. Happy birthday to us!”
