You've got to be an idea factory, and trust your gut. Many times you'll get notes like "I want it to sound like a cross between Elvis' 'Suspicious Minds' and an Indian raga" and are left thinkingwrench45us wrote:whoa,How can you make music under such pressure?
it sounds a lot like a job doesn't it?
...but then you do exactly what they ask for and deliver it as quickly as possible. The more "incongruent" the request, the harder I try to get ahead of schedule - as I know that once they hear what they've requested, they're going to change their mind.
Many times you'll be provided a rough cut of the spot with a "temp" under it that's a recognizable commercial piece of music - and the job is to sound like it without them getting sued. In those cases I try to find a way to "step away" from the piece enough to sound like it came from its own origins, as well as using the clip I produce to REALLY underscore what's happening on in the visual. That way the director feels complimented that you were "inspired" to lock to his visual and ignores the fact that you shied away from a total rip-off.
There are probably as many ways to slice it as there are composers, but my approach has landed me a gig with a major studio's TV division, producing a new library of cues for their daytime syndicated shows.