“Jingle” Jared Gutstadt, award-winning co-founder and lead creative force at the Anthem Entertainment-owned, full-service music marketing agency Jingle Punks, joins the Institute of Emerging Media at NYU’s Tisch School of the Arts as Chief Collaborator-in-Residence. Gutstadt will foster collaborations at the intersection of music, gaming, and technology and work with students to create real-world products in an incubator environment.
Gutstadt will bring together students from the Clive Davis Institute of Recorded Music, the Interactive Telecommunications Program (ITP), the NYU Game Center, and the Department of Photography and Imaging through a series of masterclasses where students ideate, collaborate, and create finished prototypes that have the potential to be taken to market. Gutstadt will host listening sessions with students, lead three masterclasses during the school year, and bring in artists and collaborators to work with students at NYU’s new Brooklyn facilities at 370 Jay Street.
“As an NYU alumnus, I saw an opportunity to bring these departments together and plug students into revenue-generating opportunities. We know companies are investing billions of dollars in content creation, virtual reality, and artificial intelligence. And we know music has growing margins, but not in the traditional realm. It’s at the intersection of these once disparate industries that students who are musicians, gamers, and coders have the opportunity to come together and create something truly disruptive that they can launch after graduation,” said Gutstadt.
Gutstadt—who graduated from ITP in 2002—is an entrepreneur, ASCAP award-winning musician, and inventor best known for founding Jingle Punks, one of the largest providers of music for media and the agency behind the theme songs for hit shows including “Pawn Stars,” “The Voice,” and “The Real Housewives of Atlanta.” Jingle Punks employs thousands of composers through its Jingle Player, an easily searchable database of intuitively tagged, pre-cleared original songs for content creators.
“Jared is a visionary creator whose business acumen and creative ethos is the manifestation of everything we aim to teach at the Clive Davis Institute of Recorded Music. He’s built one of the most successful music and licensing businesses of the last decade and created innovative music and media models in an industry undergoing significant upheaval,” said Jeffrey Rabhan, Chair of the Clive Davis Institute of Recorded Music.
“We instill in our students a spirit of experimentation and encourage them to invent the future through artistic collaborations and disruptive business ideas. Jared’s experience fostering unique partnerships and his connections to some of the biggest names in the industry will be invaluable to our students as they prepare to lead lives of creative entrepreneurship,” he continued.
Gutstadt’s first masterclass on November 19 will see students working with Goodby Silverstein & Partner’s Director of Innovation Adam Reeves to create a virtual walkthrough of the infamous Chelsea Hotel. Reeves has created award-winning branded content experiences for clients such as Pepsi, Doritos and Adobe, and with his agency’s Innovation Lab, used deep fake software to make a life-sized recreation of Surrealist painter Salvador Dalí.
This multimedia project encompasses music, storytelling, interactivity, and gaming and will allow outsiders to explore the historic hotel and interact with different time periods shaped by the hotel’s iconic residents and various forms of cultural and artistic expression. Visitors to the virtual environment will travel from room to room and hear stories about Arthur C. Clarke, who wrote 2001: A Space Odyssey while staying at the Chelsea; the philosophical exchange that occurred between poets Allen Ginsberg and Gregory Corso; and Sex Pistols bassist Sid Vicious and his girlfriend Nancy Spungen, who was murdered in the couple’s hotel suite in 1978. Each door in the virtual hotel will serve as a portal into a new era and will create an innovative brand storytelling experience that has real-world impact and marketability.
Most recently, Gutstadt co-created “Bear and a Banjo,” a new narrative podcast hosted by Dennis Quaid that explores pivotal moments in American music history. Each episode features original music produced by multiple Grammy winner T-Bone Burnett and written by Jason “Poo Bear” Boyd, Gutstadt, and Bob Dylan, creating an opportunity to release new music outside normal industry channels. The soundtrack also includes a remix from Zac Brown.
“Everything that happened at NYU set the stage for the past 18 years of my life. At that time, I was in a band, but the music industry was imploding and instead of trying to get a record deal like the artists I was competing with, I put my music into content and unscripted television. I thought I was on the losing end of history but the gold rush that was the growth of cable, Internet, and content streaming led me to build one of the most disruptive businesses in the music space in the past 20 years. And it all started at Tisch where I learned how to tinker, question, and innovate,” said Gutstadt.
The Clive Davis Institute of Recorded Music, the Interactive Telecommunications Program, NYU’s Game Center—all housed in brand new state-of-the-art facilities at 370 Jay Street in Brooklyn—and the Department of Photography and Imaging are part of the Institute of Emerging Media which provides a place for students to do things differently and discover new ways of communicating.