The Music & Sound Focus

With sometimes just seconds to tell a story and set tone, the aurals – as well as the visuals – need to be spot on in ads. This month we sound out the musical maestros and foley funsters worth listening out for.

Insight

The new machines making waves in audio

The creative world of sound, music, design and voice-over is at the forefront of an AI-led tech revolution that is poised to lend a hand – or to take the hand that feeds it and replace it completely. Tim Cumming talks to the sound creatives wrapping their ears around the unfolding possibilities and possible pitfalls.

Talent

Steve Spiro gets between the ears

Tim Cumming talks to the former record producer turned binaural beats and immersive specialist, Steve Spiro, about experimental, experiential surround-sound scapes, and how Covid’s isolationism led to the birth of the company, Music for Headphones.

Insight

Creating music for comedy spots is no laughing matter

Andrew Sherman, Founder and CCO at BUTTER Music and Sound, explains how music is an important ingredient in most comedy spots and that, while you might laugh at the end result - in fact, hopefully you do - creating it is a serious business.

Insight

The hidden costs of the sound of music

Using famous tracks might mean immediate recognition, but is it always the best choice to make for your campaign? There's the sometimes astronomical cost to consider, but also creative contemplations to examine. So, listen up as Gary Hilton, Director of GAS Music, cues up a set list of situations.

Talent

Cutting through the noise: Aleah Morrison-Basu

From the Prime Video Ripple to the Eurostar Spark, composer and music producer Aleah Morrison-Basu knows how to create sonic logos that get stuck in one’s ears. The co-founder of Zelig Sound tells shots about the sonic shift from ‘techy’ to ‘organic’, why ads without music only tell half the story, and how to learn sound mixing visually.

Talent

Parv Thind sounds off

Banging on bins, slurping up noodles and making machines chuckle - Parv Thind, partner and sound engineer at Wave Studios, has created some of the weirdest and most wonderful sounds in advertising. Although as Selena Schleh finds out, in an increasingly noisy world, it seems silence can be golden.

Inspiration

Playlist: Julie Berger

We hear from Julie Berger, Chief Media Officer at Giant Spoon, where they talk about Daisey the Danelectro guitar, the MTV era and AI's role within the audio industry.

Insight

The sound of change; AI versus AI

Artificial Intelligence can revolutionise workflows in audio post production while preserving Artistic Integrity, says Mr. Bronx Audio's Founder and Mixer, David Wolfe, as long as we treat is as a valuable assistant rather than a complete replacement.

Insight

Explosive silence: how negative space can tell a story

From grabbing our attention to pulling on our heart strings, Gavin Finney, Creative Director at Maverick Media, explores how turning the volume down can help advertisers create more impact with their audience.

Inspiration

Playlist: Jack Whitney

Forever Audio's Head of Music, Jack Whitney talks innovations emerging in the audio landscape, going down Spotify rabbit holes, and the classic Heaven Is A Halfpipe...

Insight

How can brands leverage music events?

When Taylor Swift's Eras tour came to the UK last month it caused literal seismic activity, but are brands missing out on earth-moving moments by ignoring the power of live music? Three ad experts riff on the question.

Inspiration

Playlist: Daniel Russell

We hear from ArtClass Content director Daniel Russell where he talks big effects on music video viewing, vertical frame videos, and one day owning an oyster farm.

Talent

Raising the sound bar: the new power of sonic branding

Meet Michele Arnese, sound designer, Co-Founder of amp and a pioneer in pinpointing a brand’s sonic identity. He talks to Tim Cumming about the increasing buzz around audio in marketing.

Inspiration

Playlist: Annie Ayres

We hear from Annie Ayres who is Head of Music at Untold Studios, where she dreams of collaborating with Solange, riffs on the future of the industry and the real value of the music video.

The Music Video Focus

Since the 90s, when their budgets ran to millions, the internet and tech advances have made music videos easier to view, cheaper to produce and, possibly, more disposable. But is the medium a dying art, or still the best way for a director to get noticed? shots probes the state of the promo nation.

The Photography & Cinematography Focus

In a cacophonous digital culture that bombards us with a stream of personal image-sharing and branded visuals, it can be hard for photography to stand out. This month, shots pulls focus on the DPs and photographers whose work sets the optic nerves a-tingle and considers the input of non-human image generators.

The Inspiration Focus

What are the cultural artefacts, random objects, rituals and synaptic sparks that generate fresh ideas? We talk to some of ad land’s most innovative thinkers about creative inspiration. What it is, where they find it and do the AI bots have it too...

The YDA 2024 Focus

The rising stars who won Golds in this year’s Young Director Award share with shots the origins and ideas and behind their films, the production highs and lows and what they’re planning next.