musical creation

When Coda Music Software asked the principals at agency Whitney Morse to create advertising aimed at high-school age music students, the shop found something it didn’t expect.
“There’s no [media] vehicle that gets to them,” said agency principal Mark Morse. “So we created one.”
The result is FF (music speak for very loud), a magazine published through a subsidiary of the agency aimed at Gen Y musicians. With Yamaha Musical Instruments and Shure Microphones already signed on as major sponsors, Morse and co-publisher Tom Whitney expect the magazine to appeal both to young musicians and the marketers of the products they use.
“It’s not a hard sell because everyone wants to reach this group,” Morse said.
–Aaron Baar