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We spoke to two of PH Media Group’s talented Audio Producers – Mark Griffiths and Josh Cassell, about what it takes to create the right sound for a business. With a client-base encompassing some of the UK’s biggest brands, just how do they decide what sounds best?
How do you choose the music for clients? What factors do you consider most important?
M: It’s important to match the style of music to the client’s corporate image as closely as possible. On-hold audio should be an extension of their existing advertising strategy. Working from the brief, the script and the choice of voiceover artist, we can work out what music track will best enhance the message the client wants to get across.
J: For me the two main factors are:
Tempo – depending what business sector the company is in determines the tempo of the track. For example a fast-moving logistics company would want something upbeat and fast paced, while in contrast, a hotel would have something slow and relaxing in line with, creating a restful guest ambience.
Texture – again if it’s a multi-faceted company with lots of sectors and a dynamic approach, then I’d use a track which has lots going on – percussion with a wide range of high and low-pitched instrumentation, fun melody and a steady rhythm would be perfect. At the opposite end of the scale, if the company has a relaxed, less corporate image then I’d use a simple track with nice chord changes and a flowing melody.
Is it ever appropriate to choose a track that’s unexpected?
M: It may be if it sounds interesting and keeps callers listening, but generally the music shouldn’t distract from the main point of the on-hold production, which is the script.
J: On occasion when a company sells a product that seems fairly common, and lots of other companies sell the same, you may automatically expect a generic ambient track. Using a jolly upbeat jingle and fun voiceovers could grab the customer’s attention and make them think that this company isn’t the same as all the others, it has something different and quirky about it.
What’s the most popular track?
M: Rule The World, at the moment, we think. It’s the second one we’ve produced in the style of Coldplay. Their stuff seems to have the right combination of style and unobtrusiveness.
J: At the moment I would have to say Rule the World too!
Can you tailor a track to client’s brief? How would you go about this?
M: We can produce a bespoke music track to the client’s specifications if required, as an additional service. For example, our composer has produced exclusive tracks for TGI Friday’s and Audi. But we find that the very wide selection of music tracks in our current library means we can always find a great match for any client’s needs. We’re also on the cusp of a full music overhaul to ensure our library stays fresh and in tune with current trends, in terms of popular music and audio branding.
Can you think of examples of clients that have something a bit different that works well for them?
M: Many clients have their own jingles or corporate music tracks from radio and TV advertising and we can easily incorporate those into an on-hold production.
J: Coca-Cola’s on-hold production features their new song to tie-in with their TV and online audio branding. Essex Wildlife Trust use the birdsong of native species which works well with their script.
Hopefully this post has given a bit of an insight into the way our Audio Production team work, and the process behind matching great brands with great music. Keep checking the blog for more information about the ‘science of sound’ as we get technical in the coming weeks.
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