Back to Audiodraft Blog
AudioDraft

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 »

Authenticity – the now of music marketing

In the last blog post we looked at the historical development of music marketing. Now, it’s time for an analysis about where the industry is heading at the moment.  Until the early 21st century it was common to simply either pay a successful artist to sing about a certain big brand or product (like Michael Jakson, it’s good, it’s good, drink Pepsi!), make a catchy ear worm with a slogan (this is still done nowadays but not so much as a part of modern branding) or bluntly show famous people using the marketed product (usually in very corny ways). Nowadays music marketing is becoming increasingly subtle. In […] Read more »

A Brief History of Audio Marketing

Originating from a German word meaning “to burn”–recalling the practice of producers burning their mark onto their products–a brand, especially a visual logo, became an essential part of company identities in the early 20th century. Musical advertising goes back at least to 1926. The cereal brand ‘Wheaties’ created a short tune to be played on the radio during Christmas. Sales increased substantially as this marketing tool proved to be extremely effective. Companies understood the value of music, and especially its power to communicate an emotional and lasting message which people can recall long after they have actually heard it. After […] 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 »

Sound Designer Spotlight: Zhivko Nikolaev (Mystix)

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 »

Sound Economy Series: 4 Ways Sound Affects Us

  Sound affects 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 crystallise 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 »

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 »

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 »

Sound Designer Spotlight: Panu Rauhala (PRauhala)

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 »