Travis+Maude, tonefarmer Join to Form Bicoastal Music & Sound Company, New Math
Mergers and acquisitions are on the march everywhere, including sound for picture. In this vertical, the music and sound studios tonefarmer and Travis+Maude have combined their talent and resources to merge. The two companies have rebranded as bicoastal, full-service operation, New Math.
With studios in New York and Los Angeles, New Math is launched and led by music and production executives Kala Sherman, who serves as Managing Partner/Executive Producer, and Partners/Composers David Wittman and Raymond Loewy.
(l-r) New Math principals David Wittman, Kala Sherman, and Raymond Loewy.
“New Math is essentially a colloquialism for new thinking,” says Loewy. “Music is aural mathematics, and as composers we’re finding new ways of doing old things.”
Among the composers/sound designers joining Loewy and Wittman on the New Math roster are a mix of fellow tonefarmer and Travis+Maude alums including Jared Hunter, Jimmy Harned, Dan Sammartano, Sam Skarstad, Casey Smith, Joe Spallina and Producer B Munoz.
New Math will offer services including original music composition, sound design and licensing with a primary focus on the advertising space. The newly formed company also expects to expand its audio offerings into post, with new offerings to go beyond commercials.
Wittman spawned the viral rap hit “Whole Foods Parking Lot”, and also composed music for ads and feature films (The Clapper, Boulevard), and has also, alongside Travis+Maude’s Sherman, produced and directed direct-to-client projects including the “OAK v LGW” rap battle music video for British Airways.
New Math, which has upcoming projects for brands including ESPN, Dr Pepper, Yoplait and MLB, is represented for spot work by Miss Smith for the East Coast and Siobhan McCafferty on the West Coast. New Math’s Partners will handle sales internally for other territories including Midwest.
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