Behind the scenes with Canada's greatest jingle writers
For the past 5 years, Mike Balazo has been the head writer of This Is That. His pursuit of top quality journalism is what has lead to the quality storytelling that this show is known for.
When host Pat Kelly asked Balazo what story that he's brought to the show is his favourite, he instantly remarked: "The Jingle Kings."
For the last few decades, the Canadian jingle writing industry has been dominated by the collaborative force of two prodigious artists: Tip and Tag.
Widely acknowledged as Canada's top jingle artists, Tip Newton and Tag Ramirez playfully refer to themselves as "a fifteen-year overnight success."
That's because the two composers struggled for years, both professionally and socially.
"The other students at school, they hated us," Tip says. Eventually, the ridicule they suffered from their peers and teachers forced them to drop out of school, but provided the inspiration they needed to launch their career as Canada's top jingle writers.
After writing hundreds of jingles for small products, they landed the "white whale" that forced the industry to notice them.
"Everything changed for us when we landed the Admiral Cola account."
But will they survive their latest commission? They've been hired to produce a tune for Health Canada's infamously difficult hand washing campaign, a challenge that will test their reputation, and their friendship.
Listen to the full story to find out.
This Is That is an award-winning satirical radio program that doesn't just talk about the issues, it fabricates them. Each week, hosts Pat Kelly and Peter Oldring introduce you to the voices and stories that give this country character in this 100% improvised send-up of public radio.