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How to Avoid the 'Sonic Apocalypse'



INFLUENCER: MassiveMusic Tokyo's Tamon Fujimi looks into the future of sound and music in advertising

How to Avoid the 'Sonic Apocalypse'

It’s very interesting to look at the current state of advertising and seeing it transitioning more and more from TV to online, with the latest online trends influencing music as well. By default, sound on social media is still on ‘mute’ most of the times. Because of mobile phones being used publicly, any type of sound coming from ads might be annoying for others. The question is: is there a way we can change this behaviour without creating a sonic apocalypse? And if so, how? How can we highlight the value that music for advertising can add when it comes to the mobile world?

I'm curious to see where this will lead us. I'm not sure if we'll see any big changes in 2019, but there will be some adjustments indeed. There is so much potential, so much more brands can say through sound and music, especially on social media which is where they have a constant dialogue with their consumers. We always hear everyone saying music is essential. It would be great to see more and more companies paying attention to it whilst finding new ways to keep it relevant for the online world.

I've also seen many new companies starting in Tokyo this year. Different creatives from different agencies gathered and founded their own independent companies: creative directors, editors, producers, VFX and music editors joined forces to build new communities. I hear a lot of clients looking for creatives to communicate and make their visions come to life. I would love to see how this can have an effect on the projects we are going to be working on in 2019. There seem to be more direct communications both with the creatives and the brand side which makes me wonder if we will be facing new exciting opportunities. 

Also, a lot of international music agencies came to Japan to expand their business, and we are expecting more and more companies to follow the same path. This, of course, means that there is a need to come up with different strategies and business models compared to the ones that the competitors are using. Here at MassiveMusic Tokyo, we started from music production for advertising, focusing on project after project, looking for the next job right before the previous job was almost done. To differentiate yourself, you really have to invest in the quality of your work and the relationship with your client, which reminds me how important it is to keep on improving ourselves. 

To assume what the predictions for next year will be, we have to be aware of the status of the music industry (not necessarily just in advertising), as well as the latest technologies that we can use to make our services even better. But most importantly, there can't be any predictions if the passion of the people who work in this industry is nowhere to be found. Nowadays, everyone is getting more and more used to high-quality music, because of Spotify, Apple Music and other streaming platforms. Their trained ears are ready to judge whatever we put out there. So it's up to us to stay focused. We have to remind ourselves why we're here in the first place. At the end of the day, the passion and the willingness to progress in this industry are the key factors that will determine how fruitful 2019 will be.

Tamon Fujimi is director of creative development APAC at MassiveMusic Tokyo

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MassiveMusic Tokyo, Fri, 14 Dec 2018 14:27:08 GMT