Client: Hallmark Cards, Inc.
Project: Creation of a Custom Music Library for Personalized DVDs and Sound Products
Year: 2009
Location: Kansas City, MO
The Challenge
Hallmark Cards needed to develop a robust and versatile music library to support a new personalized DVD product line. The goals were twofold:
Create high-quality recordings of songs—both public domain and licensed—for immediate use.
Build a long-term library of liscensed or public domain songs that could be repurposed at low publishing costs across various products, while keeping production costs low.
The project demanded fast turnaround, professional quality, and flexible licensing—all within a tight two-month window.
The Solution
The Hallmark Sound Studio team, led by Randall Skach and Chris Dorsey, coordinated an ambitious two-month production effort involving three composers, multiple local studios, and dozens of musicians.
Composer Collaboration & Musical Direction
Three regional composers were selected based on their musical expertise and access to diverse talent:
Mark Lowrey, Kansas City jazz pianist and composer, handled orchestral and cinematic arrangements. With a 25-piece ensemble—including brass, strings, woodwinds, guitar, bass, and drums—
Mike Stover, known for his work with bands like Marco’s V7 and The Grisly Hand, coordinated a band of local musicians to record genre-spanning arrangements.
Chris Tolle, based in Lawrence, Kansas, produced a third batch of songs using his home studio. He contributed arrangements with rock and electronic influences, leveraging his versatility and access to emerging production tools.
Production Management
Hallmark Sound Studio oversaw the following logistical and creative processes:
Studio Booking: Sessions were scheduled across multiple Kansas City recording studios based on availability, instrumentation needs, and composer timelines.
Musician Coordination: Musicians were sourced by each composer, and rehearsals were organized in advance to ensure the right tone and execution.
Art Direction: Hallmark art directors were integrated into the recording process to ensure the music aligned with the brand and product vision.
Recording & Mixing: All 25 tracks were recorded, mixed, and formatted for DVD use—while preserving isolated instrument stems for future repurposing.
The Result
In just two months, the team delivered a fully produced library of 25 recorded songs, ready for use in Hallmark’s DVD products and other future applications. The estimated amount saved on publishing costs was around 5 million dollars over the next decade.
Key outcomes included:
Ownership of Master Recordings: Hallmark retained full rights to the recordings, reducing future licensing costs.
Public Domain Advantage: Recordings of public domain songs were owned outright, offering unlimited reuse.
Flexible Content Assets: Individual instrument tracks were archived, enabling custom remixes and rearrangements for new products.
Extended Value: In-studio time was used to create a sound effect library, capturing unique audio elements from the musicians and instruments.
Conclusion
The Hallmark Public Domain Recording Project demonstrated how thoughtful collaboration, strategic licensing, and local creative talent can produce high-quality content at scale and on budget. The resulting library remains a valuable asset for Hallmark's multimedia product lines