VML's Paul Greco on Music That Drives Brand Connection

How artists and brands can get in sync

Paul is executive director of Music and Audio Production at global ad agency VML.

He has worked with Lady Gaga, Lionel Ritchie, Roseanne Cash, the Boys Choir of Harlem and the Royal Philharmonic Orchestra, among others.

At VML, Paul explores new and innovative ways to use sound and music in branding. The goal is to break fresh ground in consumer electronics, entertainment, medical services and experiential technologies.  

He began his career as a recording engineer for ad music and radio commercials. His gigs include senior posts at BBDO N.Y. and Young & Rubicam.

We spent two minutes with Paul to learn more about his background, his creative inspirations and recent work he’s admired. 

Paul, tell us …

Where you grew up, and where you live now.

I grew up and still live in Yonkers, N.Y. 

Your earliest musical memory.

Listening to the A Hard Days Night when I was a kid. I was a Beatles fanatic from then on. That album was the beginning of my passion for music.

Your favorite bands/musicians today.

I always listen to my favorites of classic rock, R&B, soul and jazz. But I’m enjoying current artists like Anderson .Paak, Hozier, Vulfpeck and a soul/funk band from Denmark called D/Troit. I’m also impressed with Olivia Rodrigo, Billie Eilish x Finneas and Beabadoobee. I’m totally loving Samara Joy for my jazz fix.

One of your favorite projects you’ve ever worked on.

A spot at Y&R for a Pella Windows ad called “The Elopement.” It was a parody of A Streetcar Named Desire. The score we created was reminiscent of a movie from the 1940s. The spot was nominated for an Emmy, but we lost to Apple and the famous “Here’s to the Crazy Ones” spot.  I’m sure Apple’s budget was a lot bigger than ours. But it was fun to attend the Emmys and be part of the spectacle.

A recent project you’re proud of.

For Suntory/ Roku Gin we used a special device that records the sounds plants make (yes, plants make sounds). These are the botanicals used to flavor the gin. We incorporated those sounds into beautiful compositions and recorded them with an orchestra.

One thing about how the music world is evolving that you’re excited about.

It’s great to see how music is being used in experiential venues like the Sphere. The immersive nature of those venues make being enveloped in music incredibly exciting.

Someone else’s work, in music or beyond, that you admired lately.

The music supervision and selections for the FX series The Bear have been incredible. A wide range of styles and artists perfectly fitting the vibe and emotion of each episode.

A book, movie, TV show or podcast you recently found inspiring.

Once again, The Bear. The concept, writing, casting and acting are inspiring. And again, the music supervision is top notch.

An artist you admire outside the world of music.

Martin Scorsese—an amazing director and incredible storyteller.

Your favorite fictional character.

Tony Soprano. The complexity of his character is stunning. Brilliantly by James Gandolfini.

How musicians should approach working with brands.

Most musicians don’t set out to align with brands. Some are naturally more marketable than others. Musicians need to create work that connects to a brand’s identity. It’s hard, but many artists are finding this to be a worthwhile path to monetizing their music.

How brands should approach working with musicians.

They need to make sure that the band’s music and DNA align with the brand’s values and identity. If not, it will probably not be a good match.

A mentor that helped you navigate the industry.

To name an important few: composer and arranger David Horowitz, who was a legend in music and advertising. Phil Ashley, who was an amazing composer, arranger and musician. And my brother Peter Greco, a longtime music producer in the ad business. All were generous with sharing their time and knowledge. They’ve been a big part of my success.

What you’d be doing if you weren’t in the music business.

Something in the media or entertainment business—something creative for sure. I need to make stuff. I can’t ever picture myself at a “desk job.”