New York creative studio Nutmeg Creative was called on by Nickelodeon to create trippy music-video-style remixes of some classic SpongeBob SquarePants songs for the kids network’s YouTube channel. Catchy, sing-along kids’ songs have been an integral part of SpongeBob since its debut in 1999.
Though there are dozens of unofficial fan remixes on YouTube, Nickelodeon frequently turns to Nutmeg for official remixes: vastly reimagined versions accompanied by trippy, trance-inducing visuals that inevitably go viral. It all starts with the music, and the music is inspired by the show.
Infused with the manic energy of classic Warner Bros. Looney Toons, SpongeBob is simultaneously slapstick and surreal with an upbeat vibe that has attracted a cult-like following from the get-go. Now in its 10th season, SpongeBob attracts fans that span two generations: kids who grew up watching SpongeBob now have kids of their own.
The show’s sensibility and multi-generational audience informs the approach of Nutmeg sound designer, mixer and composer JD McMillin, whose remixes of three popular and vintage SpongeBob songs have become viral hits: Krusty Krab Pizza and Ripped My Pants from 1999, and The Campfire Song Song (yes, that’s correct) from 2004. With musical styles ranging from reggae, hip-hop and trap/EDM to stadium rock, drum and bass and even Brazilian dance, McMillin’s remixes expand the appeal of the originals with ear candy for whole new audiences. That’s why, when Nickelodeon provides a song to Nutmeg, McMillin is given free rein to remix it.
“No one from Nick is sitting in my studio babysitting,” he says. “They could, but they don’t. They know that if they let me do my thing they will get something great.”
“Nickelodeon gives us a lot of creative freedom,” says executive producer Mike Greaney. “The creative briefs are, in a word, brief. There are some parameters, of course, but, ultimately, they give us a track and ask us to make something new and cool out of it.”
All three remixes have collectively racked up hundreds of thousands of views on YouTube, with The Campfire Song Song remix generating 655K views in less than 24 hours on the SpongeBob Facebook page.
McMillin credits the success to the fact that Nutmeg serves as a creative collaborative force: what he delivers is more reinvention than remix.
“We’re not just mixing stuff,” he says. “We’re making stuff.”
Once Nick signs off on the audio, that approach continues with the editorial. Editors Liz Burton, Brian Donnelly and Drew Hankins each bring their own unique style and sensibility, with graphic Effects designer Stephen C. Walsh adding the finishing touches.
But Greaney isn’t always content with cut, shaken and stirred clips from the show, going the extra mile to deliver something unexpected. Case in point: he recently donned a pair of red track pants and high-kicked in front of a greenscreen to add a suitably outrageous element to the Ripped My Pants remix.
In terms of tools used for audio work, Nutmeg used Ableton Live, Native Instruments Maschine and Avid Pro Tools. For editorial they called on Avid Media Composer, Sapphire and Boris FX. Graphics were created in Adobe After Effects, and Mocha Pro.