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Bridging The Gap Between Visual Brand and Audio Brand

Did you know that 86% of advertisers have visual branding guidelines but only 17% have audio branding guidelines (Radiocentre, 2015)? Whether you plan for it or not, your brand generates sound. Take a moment to think about it. The lack of audio planning, or just plainly neglecting it, are decisions which affect consumer perception regardless of whether it was a strategic choice or not. Any audio used in conjunction with your brand from product sounds to in-store background music, define and mold how your consumers perceive you. There is no way around it. This is not a warning, it is an […] Read more »

Melody vs. Production Finesse

In our previous blog post we talked about key things to take into consideration when creating unique audio. But there’s another obvious aspect to great music besides production – the composition itself. In a nutshell, great audio often consists of two crucial elements: a great melodic idea & high technical quality. (Not just the) Production quality It is extremely important to discover new, interesting ways and methods of production. But sometimes technically great producers forget the necessity of a memorable melody by focusing too much on exciting sounds. A solid melodic idea is paramount in making a standout piece of music. It […] Read more »

Shaping Your Unique Sound

Producers, songwriters and brands all need it; something unique to be recognised by. We at Audiodraft are all about helping our composers and producers to create as great audio as possible. We also want to help our customers crystallise their brand’s unique sound. In this blog post, we combine these two approaches to really dig deeper into what makes a music producer sound unique and recognisable.  Anybody can copycat something that’s already been done in a cool way – it’s a totally different game to commit to your own way of doing things, even when it might not be the industry norm (yet!). Different hiphop producers have […] Read more »

Audio Levels 101 – All You Need Is LUFS

  What the heck is dBFS, true peak, RMS, integrated loudness and LUFS? Why do I need to know these strange appellations? As a professional sound designer you will eventually stumble across technical terms referring to audio levels and loudness. A customer might tell you: “we need a track with an integrated loudness of -23 LUFS, a dynamic range of ≤15 LU and a true peak of max -1 dBTP”. Even if you’ve been producing audio for a few years you might be thinking: “huuuuuh…?”. By now you’ve probably heard about the loudness war, and we all know what it sounds […] Read more »

Brand x Artist – 4 Ways Brands Can Benefit from Music Partnerships

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 »

Co-producers – What’s that, and how can I become one?

As a music producer, there’s another way to take part in productions besides creating audio: by becoming a co-producer! Being a co-producer can be useful in many ways: you get your share of the project royalties while learning about professional creative productions from a client’s perspective. As you start understanding the customer point of view by listening to other composers’ work in a more focused way, you’ll become a better music producer yourself. We emailed two of our most prominent co-producers–WheelieR and NVSound–to learn from their perspective what it means to co-produce on Audiodraft Agency Studios. The other side of […] Read more »

Sound Economy Series: Hearing is first

    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 »

Audiodraft Case Studies: Pauli Kopu, Klok

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 »

Audiodraft Case Studies: Lahtinen Mantere Saatchi & Saatchi

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 »

In Reality It’s Simple: Publishing & Blanket Licenses

Publishing and licensing can be tricky due to the lack of transparency and simplicity. Despite these features they can be crucial to your business it’s understandable they might be something you’ve never really gotten a hold of. That’s why in this blog post we will go through the awesomeness behind Audiodraft Publishing and Audiodraft Blankets. Our aim at Audiodraft is to bring custom sound and music available for every production no matter the budget or the schedule. It’s a big promise but this is actually possible through Audiodraft Blanket. With a fixed pricing you don’t need to think about the […] Read more »