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How This Boutique Music & Sound Design Company Scored a Touchdown With 7 Super Bowl Spots

7 Super Bowl 2024 commercials were scored by the music design firm behind Etsy, Budweiser and more ads featuring Ice Spice, Tina Fey and others.

Few events can stitch together the various webs of American culture like the Super Bowl, and the numbers this year bear that out: With 123.7 million viewers, according to Nielsen Media Research, the Big Game last Sunday (Feb. 11) was the most-watched broadcast since the Apollo 11 moon landing in 1969. Here, Bayett discusses the behind-the-scenes work that goes into the sound production of a Super Bowl ad; how she helped build Barking Owl and its creative team as well as its new music library, along with the opportunities it entails for them; and what’s next for the company. The quality we expect from composers and the years of crafting and scoring have resulted in an incredibly varied, diverse library of tracks that are of the highest creative level.

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