What is Sound design?

Sound design is the art and practice of creating sound tracks for a variety of needs. It involves specifying, acquiring or creating auditory elements using audio production techniques and tools. It is employed in a variety of disciplines including filmmaking, television production, video game development, theatre, sound recording and reproduction, live performance, sound art, post-production, radio and musical instrument development. Sound design commonly involves performing (see e.g. foley) and editing of previously composed or recorded audio, such as sound effects and dialogue for the purposes of the medium.


Sound Design never needs to be in your face when you’re incorporating it into your music. In fact, a lot of the time it has more impact when it sits comfortably in the mix. It could be argued that the best kind of music is the kind that lets you hear something new every time that you turn it on and having that unobtrusive, multi-layered, approach to incorporating sound design in your music will elevate your tracks - making them far more engaging and immersive.


I talk a lot about the importance of having a brand idea and then the importance of channeling that brand idea into everything the company does. With the recent news that Target is going to start playing music in its stores, I got to thinking. Beyond background music, is it possible to channel a brand into its own distinct sound design? What does a brand sound like? And how does one decide what sounds best represent a brand?


Whether or not we realize it, every moment of our lives is scored by music and sound. It’s this hidden actor in our lives that changes our mood in an instant, guides our choices and makes or breaks emotional connections. We are wired for it as human beings. Great brands know that sound is actually the emotional engine for all the experiences people will ever have with them. Why would they be any less strategic and rigorous with what they ‘sound’ like than they would be with what they look like (visual branding) or in how they express themselves in language (verbal branding)? And consider the explosion of touch points where brands now reach their customers and stakeholders — spaces, devices, social, retail, advertising, videos, call centers, products — they are now almost ALL wired for sound.

Is Sound Design The Next Frontier For Branding?

What services do we offer...

• Mastering

• Mixing and Mix downs

• Game sounds

• Movie sounds

• area sound fx

• Environment sound fx

• Other sound fx

• Full tracks

• Samples

• Stems

• Loops

God will never Abandon us!


Many of you remember the old hymn, “Never Alone.” As a young mother trapped in a thunderous storm that literally shook her old car going home—her baby in the back seat of the old Chevy—my mom told me how she found comfort in the words of that song. Filled with fear, she remembered the conference she and my dad had just left where the hymn writer B.B. McKinney had led the entire assembly in that song. From the car windows, she saw the “lightning flashing,” and she “heard the thunder roll.” But the truth of God’s promise in that song—that He would never leave her alone, filled her with peace and assurance that day that God would not abandon her. That truth gave her comfort even as she approached death a few years ago.


Be strong and courageous. Do not be afraid or terrified because of them, for the LORD your God goes with you; he will never leave you nor forsake you."


Deuteronomy 31:6

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