Joanna Batemits, a seasoned industry veteran renowned for her work with iconic brands like Victoria’s Secret, Pepsi, and Ticketmaster, brings a keen ear and unparalleled expertise to the world of advertising music. As the Executive Producer of Music at Carousel, she has crafted sonic landscapes that have captivated audiences worldwide.
This year, Joanna will lend her discerning taste to the Musicbed Challenge, where she will judge film submissions alongside other industry luminaries. You can find further information about Musicbed Challenge here.
In this exclusive interview, we delve into Joanna’s journey, uncovering the secrets behind her success and gaining insights into the art of selecting the right music for a campaign.
Let’s hear from Joanna.
Musicbed: What sparked your interest in advertising and led you to become the executive producer of music at Carousel?
Joanna Batemits: I remember being captivated by the music in specific adverts from a young age. My ears would perk up at the sound of a good song, which I naturally paid close attention to. This fascination extended to films and TV shows, and eventually, I realized that someone was responsible for crafting those emotional experiences. I also learned that my sensitivity to sound and empathic nature made this world a perfect fit for me. I initially worked in the music industry, representing artists and pitching their songs for film, TV, and advertising. That was when I realized I preferred the advertising side because I found it more creative and fun. Eventually, I seized the opportunity to transition to the creative side as a music supervisor, leading me to Carousel.
What have been some pivotal moments or projects that shaped your career?
Over the past decade, many projects have shaped my career without one single defining moment. However, a standout experience was 2018 with Victoria’s Secret, a long-standing client. I collaborated with the Carousel team on a video that opened their fashion show—a televised event that I had the pleasure of attending. Seeing the video play on a massive screen against the runway, the audience buzzing excitedly, and then hearing their applause afterward was an unforgettable highlight. More recently, working on artist-driven campaigns for Ticketmaster has been incredibly rewarding. We faced challenges and worked alongside a great team of people to make it all come together. Building solid relationships with clients and artists has been a significant win for everyone involved. This experience provided invaluable learning opportunities for everyone. Seeing these ads come to life has been so gratifying.
What do you consider when selecting music for a commercial or content?
I consider several factors, with the budget always playing a significant role. Creatively speaking, it’s rarely solely up to me; I need to account for various opinions and, most importantly, align with my client’s vision. Beyond that, I listen to music with beautiful production—whether elaborate or minimal. Music that tickles your ear, so to speak, but also enhances the picture. The challenge lies in finding music that fits both aesthetically and contextually. Just because the song is great and you love it does not mean it will suit the project.
What elements are essential for crafting a compelling story?
Emotional resonance is critical, which is what I named my playlist. In a sea of content, what stands out is the ability to connect deeply with your audience—creating multidimensional and relatable themes and characters, a setting that’s both beautiful and evocative, building tension and conflict, and having a thoughtful approach that hangs on poignancy and playfulness. And let’s not overlook the audio experience—perhaps the most crucial element for someone like me. Extraordinary sound design and a captivating score and soundtrack are essential.
Can you share examples of campaigns where music played a major role in the project’s success? What made the music so impactful in these cases?
Music has always been a critical element and has played a significant role in my projects’ overall success, but I suppose there have been times when it has become more prominent.
For the Victoria’s Secret ICON campaign, we needed the music to feel epic and iconic but also edgy and cool. We often mix more than one song into the creative to make a more engaging and dynamic soundscape. And I love the way this turned out. The music is bold and striking, fully capturing the essence of the message we’re aiming to convey.
Another standout project was the long-form content series we created for our client, Torrid, featuring Barbie Ferreira in four engaging adventures—one of which included a cameo by RuPaul. Music drove the creative and felt integral to the final product’s success. It was a challenging project, but the exceptional work of our editor (shout out Jesse Allen) made all the difference.
There was also a mini docu-series we created for Mike Tyson’s comeback fight against Roy Jones Jr., exclusive to Triller’s platform. This series offered an in-depth look at both fighters leading up to the event, and the dramatic content provided ample opportunities for the music to shine. Given the length of the series, we needed a substantial amount of music to maintain engagement throughout. Undoubtedly, the music played a crucial role in amplifying the storytelling and enriching the overall experience.
How do you collaborate with creative teams and other departments to ensure the music aligns with the overall vision of a campaign?
Collaboration begins with listening and setting egos aside. Often, people struggle to articulate their creative vision, especially musically, and words themselves fall short in capturing that “feeling” we’re trying to achieve. For this reason, I prefer guiding creativity through music rather than relying on vague descriptors. Hearing music in context usually helps achieve the resonance we aim for, so I like to work closely with editors. I also value creative freedom, allowing collaborators to explore their own approaches in addition to mine or the creative team’s. Each project is unique, so I adapt my involvement as needed, sometimes offering specific guidance or editing tracks to ensure everything aligns with the vision.
Who has been a significant influence in your career?
Though it may sound cliché, my biggest influence has been my mom. Her unwavering work ethic and selfless dedication, always without seeking recognition, have profoundly shaped my approach to both work and life.
What current advertising trends excite you, and how have they influenced your work?
While I try to stay informed on current trends, I’m not usually excited by them. I focus more on how these trends fit into my work rather than getting caught up in the hype. AI’s growing influence on digital media is a major trend we watch in real-time. Although it hasn’t impacted my work at Carousel yet, I anticipate that when it does, it will bring both messy challenges and fun opportunities for creativity.
What’s inspired you or caught your attention lately?
I draw inspiration from various sources, often in unexpected ways and through weird rabbit holes that I fall into. Recently, I delved into Oliver Beer’s work and found it truly captivating. His recent exhibits in New York showcased remarkable creativity and playfulness. I love people who properly geek out on all things related to sound.
Looking back, what advice would you give your younger self?
Don’t be afraid to step out of your comfort zone! Trust that your passion and hard work will guide you where you’re meant to be.
Why do you recommend Musicbed to agencies as a resource?
My involvement in Musicbed Challenge and other projects reflects my appreciation for the platform. I’m a fan of the music offered and value how Musicbed partners with indie artists to promote them in the sync space. It’s a crucial revenue stream for artists and composers and beneficial for agencies, music supervisors, and content creators. Platforms like these simplify accessing high-quality music, making it easier for creators to enhance their projects.
Explore a curated playlist of Joanna’s favorite music to use in her projects—all immediately ready to license for your projects on Musicbed.
This was written as a part of Musicbed Challenge. Want to learn more?
