Soothing Music For Uncertain Times: NC Composer Creates Americana Ambiance For Physician-oriented Website

Marc Hoffman © Jon Taylor

July 27, 2010 (CHARLOTTE, NC) – When composer Marc Hoffman of Salisbury was commissioned to create arrange and orchestrate a musical background for Atrinea Health’s website, he was challenged to create an atmosphere of hope and strength derived from a sense of the American heartland.

Atrinea is a physician-owned and operated franchise organization that offers doctors who are struggling to keep their practices viable in the current economy an alternative to selling out to large hospitals or groups where they become employees.

Lou Bruno, creative director of Bruno Advertising in Santa Fe, New Mexico, brought Hoffman into the project.

“Lou and Atrinea were seeking a piece with a feeling of American heritage and the strength of the heartland,” said Hoffman, who is known in the Charlotte area primarily as a performer with this jazz quartet and as founder of the Salisbury School of Music. “It was my goal to capture the sound most often referred to as Americana.”

To do that, Hoffman found inspiration in “hymn-like melodies influenced by German church music — harmonization with open fourths and fifths, brass, percussion, and, perhaps of most importantly, ample ‘space’ implied by long note values and rests,” he said. “These elements were brought together by Aaron Copland and have since been associated with the vast American landscape. There’s a sense hope and opportunity in this style. I thought it suited the Atrinea model perfectly.”

Atrinea’s mission was also inspirational, he said: “Atrinea Health is doing its part to assure a smooth transition in the changing landscape of healthcare in the US. I was honored to contribute to this exciting opportunity for healthcare providers.”

The background music Hoffman created is now live at www.atrineahealthfranchise.com.

This is the second background composition Hoffman has created this year for a website. In March, he completed an ethereal music bed for www.bushloper.com, a website devoted to Michael Green’s research and exploration into the “Bigfoot,” or Sasquatch, phenomenon.

“It was a pleasure working with Lou Bruno and the Bruno Advertising Agency on the Atrinea composition,” he said. “Bruno Agency has a strong reputation for delivering quality work, and I was delighted to be included in the project.”

For more information on Marc Hoffman, visit www.marchoffman.com.

For more information on Atrinea Health, go to www.atrineahealth.com. For more information on Bruno Advertising: www.brunoadvertising.com.

About Marc Hoffman:

Composer/pianist/vocalist/author Marc Hoffman received his degree in composition from the North Carolina School of the Arts and studied film composition at the University of Southern California. He also attended The Dartington International Summer School of Music in Devon, England. A member of BMI and the American Composer’s Forum, he is also founder and artistic director of the Salisbury School of Music and recently released an new all-original jazz CD entitled “Curioso.” He lives in Salisbury with his wife, Anne, and their daughter August. For more information Marc Hoffman and his work, visit www.marchoffman.com, He is also available on Facebook.

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