The 1964 version of the song, The House of The Rising Sun by the Animals had the power to touch the soul. Syn Music has given it the power to invade the soul. It is now hauntingly eerie. The song is being used in CNN’s annual Frozen Moments campaign, to promote HLN’s 2021 original crime and mystery series.
This is the fourth instalment of HLN’s Frozen Moments series on which the music agency has worked in collaboration with CNN and Minted Content. The first three used an eerie reimagining of the English folk song, Scarborough Fair. This year, Syn choce The House of the Rising Sun, which was originally recorded in the early 1900s and is now the public domain. Interpreting a public domain song gave Syn an opportunity to layer new emotion onto something understood in another form – in this case, a melancholic tale made sombre and spectral to echo the tenor of the HLN’s series.
One of the key ways in which Syn reimagined the song was to have a woman perform the song. Syn recorded vocalist, Alexina, long distance from Scotland, while the Syn team in LA embarked on sonic sculpting to complement the goosebump-inspiring vocals. The approach to the arrangement, designed and recorded by the SYN LA team, was as an atmospheric bed, very subtle and minimalistic, with droning, bowed sounds – using bass, piano, treated harpsichord and 12 string guitar. Syn Tokyo recorded live strings in Japan to add textures and techniques that are both experimental and cinematic for a truly ghostly presence.
The visual vignettes, a montage of beautiful, lush and cinematic moments from various HLN original series, were interwoven together and edited to the song to create a narrative that is captivating and chilling.
The commercial features six of HLN’s original crime and mystery series in its 2021 – How It Really Happened: The Jenny Jones Murder; Vengeance: Killer Millionaires; Forensic Files II; Lies, Crimes and Video; Very Scary People and Sex and Murder.
Chief Marketing Officer: Allison Gollust
Senior Vice President: Rick Lewchuk
Vice President & Group Creative Director: Whit Friese
Creative Director: Ned Reid, Marnye Hall
Senior Director of Production: Matt Barnett
Senior Production Manager: Nichole Goralnik
Production Resource Manager: Denise Patierno
Post Production Manager: Greg Enfield
Associate Producer: Kristin Hollis
Agency: Minted Content
Director: Daniel Gifford
Executive Producers: Lance O’Connor & Edina Sallay
Producer: Sean Barney
Music: Syn Music
House of The Rising Sun re-arranged and produced by: Syn
Music Director: Nick Wood
Lead Vocals: Alexina
Recording & Mix Engineer: Takashi Akaku
Vocal Coordinator: Benji Compston
Production Manager: Kaz Haga
Production Assistant: Mathieu Kranich
Editing: Cut & Run
Editor: Steve Gandolfi
Managing Director: Michelle Eskin
Executive Producer: Amburr Farls
Senior Producer: Jared Thomas
VFX & Finish: Jogger Studios
Creative Director: Andy Brown
Head of Production: Diana Cheng
Lead Flame Artist: Andy Brown
Flame Artists: Jan Cilliers & Michael Vaglienty
Flame Assist: Jorge Tanaka
Designer: Daniel Chang