create a sonic strategy

And here Brad Power outlines the steps that need to be taken to succesfully create a sonic strategy…

Define yOur requiremenTs

The production process depends on the requirement. Let’s say the client has decided to commission a bespoke piece of boarding music. The production process starts with a lot of questions for the creative IFE team. For example, should the music track be an instrumental or would a sung vocal be appropriate?

selecT a fOcus

Decide on whether the music should reflect the cultural and musical sounds of the airline’s home or reflect the destinations it flies to. For example, an airline that flies to holiday destinations may have a soundscape of relaxing guitars, lapping waves and seagulls to set the right mood.

cHOOse a genre

Explore the client's expectations of the musical style or genre. Formal or informal? Rock, chill, jazz? Look at examples of music the client likes or feels will fit the brand. The client may want to explore buying the rights to an existing song that allows a unique version of that song to be created.

creaTe a cOmpOsiTiOn

After the client’s expectations are defined, it’s possible to start on a composition. An effective piece of boarding music should be around 30 minutes long. That begins with creating two or three short demos. The tracks run only 60 seconds but give a client the feel of the composition. Once the client approves a direction, work begins on the extended version.

WOrk WiTH TalenTs

Creative talents are key in developing audio that will be part of a brand’s sonic strategy. A creative composer, studio engineers, vocalists and musicians are involved in creating musical tracks. Pre-recorded announcements involves creating a script that reflects the brand and finding an appropriate voice.

THe cHallenges

One of the biggest challenges can be the approval process. Music tastes are subjective and a piece that one person loves might make somebody else feel differently. Airlines are big organisations with many stakeholders and the decision-making process can unlock a variety of opinions. Sometimes that results in timelines veering. •