Turn adjectives into audible contrasts
Ask the brand team to explain what each key word excludes. Does refined mean restrained delivery, spacious arrangements, or fewer changes of mood? Does daring mean an unexpected opening rather than a louder climax? Select two or three priorities and resolve contradictions before choosing repertoire. Reference tracks can help discussion, but identify the specific qualities being referenced instead of asking for an imitation of another performance.
Decide what leads at the reveal
If the programme includes a product unveiling, determine whether the object, the spoken message, or the artist should hold attention at that instant. Three simultaneous focal points can weaken each other. Write the sequence in plain language, including the moment when guests are invited to look elsewhere. Keep any necessary spoken information distinct from lyrics so that essential product language does not become difficult to follow.
Build one route for creative approval
Bring brand, agency, and event feedback into a single approved brief. Separate nonnegotiable requirements from preferences and exploratory ideas. SPS shapes repertoire, ensemble, and artistic direction and coordinates the show with planners and venue teams. Tal Vaknin is the performing artist, not the company. Any proposed filming, reuse of performance material, or association with campaign messaging should be discussed separately rather than assumed within the creative concept.
Test the concept without its explanation
Read the proposed running order as a guest who has never seen the brand presentation. Would the sequence still feel intentional? Remove references that need a long explanation to make sense. Agree how the performance ends and whether guests move into viewing, conversation, or another presentation. A restrained, understandable concept often communicates more clearly than a dense sequence of symbolic connections that only the internal creative team recognizes.
Before you enquire
- Translate each brand adjective into a concrete musical choice.
- Choose the primary focus at the product reveal.
- Separate artistic approval from filming and reuse permissions.
