by Anni on February 23, 2016 at 3:52 pm
Brands use music to create an emotional connection. To reach a certain demographic of consumers, companies are creating experiences that include passion. As music is the best way to evoke emotion, brands are now discovering more possibilities to leverage this creative counterpart. Nowadays authenticity is one of the most important brand asset any company can have. That’s because especially young people are becoming less engaged by traditional marketing. So investing in music and supporting creative individuals is a way for brands to achieve the duality of being both considered authentic and gain big enough attention for the needed marketing proposals. […] Read more »
by Anni on February 18, 2016 at 4:47 pm
Last autumn zaSLON quickly amped up his game and won 5 productions and challenges in just a few months. We at Audiodraft couldn’t miss his sudden jump to success (though we know there really aren’t any shortcuts to success, but long miles behind every pro!) so we wanted to hear from zaSLON himself about his learning curve and ambitions. First, could you tell us something about your background. Where are you from? How did you start creating music? I am from a small town named Krasnohorivka in the Donetsk region of Ukraine. At the moment I live in Kharkiv. In my childhood I […] Read more »
by Anni on February 9, 2016 at 4:34 pm
Audio marketing creates a growth in brand value and generates higher sales. As the gap between (emotional and engaging) advertising and a purchase is becoming shorter. That’s why auditive communication boosts sales figures in the highly competitive environment of today. The multisensory media and marketing culture is taking over the plain optical. This means that brands are experienced through all the senses. People can not only see but feel, hear, smell and taste different brands. This development is happening because the senses are the opening to our deep life experiences and to our feelings. It’s very powerful yet indistinguishable by many. That’s why it’s also the right time […] Read more »
by Anni on February 3, 2016 at 10:41 am
This time we are proud and happy to introduce one of our most prominent talents, Zhivko Nikolaev a.k.a. Mystix on our blog! He has been keeping up an incredibly consistent and professional work ethic that has taken him a long way. Now we got a chance to hear more from the man who has participated in close to ninety productions on Audiodraft so far. There’s definitely a lot to learn for everyone of us from the grittyness and artistic hunger Zhivko has. 1) First, could you tell us something about your background. Where are you from? How did you start creating music? […] Read more »
by Anni on January 26, 2016 at 10:46 am
Sound effects us in many ways, though it’s usually very unconscious. That’s why there is no point researching environmental sound or music by asking people what they think of the sounds around them. In most cases, they won’t have noticed these surrounding sounds until you ask – and when you crystallize their perception by asking they will form an instant opinion that probably has nothing to do with the way the sound was affecting them before they noticed it. So although unconscious, the effects of sound are great. Firstly, sounds have physiological effects. Sudden noises can make our brain release cortisol […] Read more »
by Anni on December 1, 2015 at 6:44 pm
Hearing is our most primal sense, and yet it is astoundingly undervalued. Sound is rated as a key element of brand communication by 41% of consumers, but only 12% of the world’s marketing communication budgets are spent on it. This makes little sense, because consistent sound increases the impact of visual communication by up to 1207%*. Businesses and other organisations would benefit hugely by focusing on coherent audio branding. There are three core reasons why hearing should be taken more seriously in any branding situation. 1. Hearing is our first sense in time Firstly, we simply cannot turn our hearing […] Read more »
by Anni on November 18, 2015 at 2:03 pm
Creative Director and Co-Founder Pauli Kopu from creative video agency Klok talked with us about the challenges of the creative industry and their latest Audiodraft production Future of TV. Klok is a blooming Finnish film and video production agency offering a wide array of creative, production, and strategic services. Besides ordinary video production they focus on basically anything related to moving image from distribution strategies to audience analytics. Due to the urge to know every aspect possible of their industry Klok’s team describes themselves simply as a creative video agency. Creative director and co-founder of Klok, Pauli Kopu’s calm and insightful comments […] Read more »
by Anni on November 2, 2015 at 3:49 pm
This time we introduce to all of our blog readers an extremely talented and hardworking composer and sound designer who’s been getting quite amazing number of great projects under his wing lately. Panu Rauhala, also known as PRauhala, let us know a bit more about his background and future aspirations. First, could you tell us something about your background. Where are you from and how did start creating music? Hi! I was born in small town called Vimpeli, Finland, but I have been living in Helsinki for 5 years now. My siblings are musicians also so music was present all the time. I remember […] Read more »
by Anni on September 25, 2015 at 3:41 pm
JingleTV Amps Up Their Game With Audiodraft Blanket License JingleTV is a creative music production company based in Turkey. The company composes and produces a wide array of music and sound designs for advertising, feature film, game and television industries. We had a Skype call with Batuhan Firat, the owner of the company. Firat has worked almost a decade in the industry and founded JingleTV about six years ago. Now, as the company has been getting more popular, the growing number of customers means JingleTV needs more composers to keep up with all their projects. While trying to find the best creative people […] Read more »
by Anni on September 1, 2015 at 3:46 pm
This time we start a new series of Case Studies in our Audiodraft Blog. We called Mathias Lampenius, Project Director at Lahtinen Mantere Saatchi & Saatchi, to talk about their recent TV ad “Oolannin Grilliperunat”. Talking with Mathias Lampenius, the project director of the bustling Helsinki-based advertising agency Lahtinen Mantere Saatchi & Saatchi, you get exactly the kind of a sunny, resourceful vibe you’d expect from a director in the fast-paced creative marketing industry. Explaining how he first came up with the original brief, Lampenius stressed the necessity of appropriate music and soundscapes from the beginning of a project. When […] Read more »
