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Heritage Road

Official poster for Wondery’s Heritage Road

As of the summer of 2017, we’ve crossed a new frontier. Flavorlab had the opportunity to work on its first podcast: Heritage Road. The six-episode mini series, sponsored by Anheuser-Busch, is produced by Spoke Media in collaboration with Wondery. The podcast explores the history of NASCAR, hosted by Rich Phillips, the voice of Texas Motor Speedway. Matt Block, Director of Music Licensing at Flavorlab, worked closely with Spoke Media’s executive producer & editor, Keith Reynolds.

“We got exactly the right music without having to dig for hours through irrelevant options.”

Keith Reynolds, Executive Producer

Rooted in Southern tradition, Heritage Road needed a twang. This meant a hunt for country, Americana, and bluegrass tracks. Initially, the team discussed styles and and emotions the music had to convey. From there, Matt pulled a number of tracks from Producer’s Toolbox, Flavorlab’s exclusive production music catalog. “One of the best parts of working with Flavorlab was having Matt as a de facto music supervisor. It saved us a lot of time to be able to word vomit our thoughts and feelings. Matt congealed it into exactly the palette of songs we were looking for,” Keith continued.

The initial pitch helped define Spoke’s vision going forward. From there, the team found, sourced, and cleared songs from artists in Nashville and beyond. For styles in need of a more specific approach, like Spaghetti Western, we took it back to the catalog. The supervision team utilized Producer’s Toolbox composers for custom catalog collaboration. Matt and his team churned out new work for these cuts – check out Spaghetti Best Western.

“It’s really valuable to have such a wide network of composers. We can call on them to hone in on unique sounds for projects like this.”

Matt Block, Director of Licensing

With Spoke Media headquartered in Dallas, the team worked remotely. “Its great to work with clients who need a lot of tracks and send consistent feedback as their needs develop. It gives us the opportunity to produce and curate albums they can use right away,” Matt added. Thanks to efficient communication, the process ran smoothly, producing a final product everyone was proud of.

The full Heritage Road series is available on Wondery and other streaming platforms including Stitcher, Apple, and Spotify.

Check out a few Flavorlab Producer’s Toolbox cues from the show below!

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