Jonathan Churchill — Composer/Sound Designer for Centerline Digital — talks about the importance of authentic music in customer references.
At Centerline, musical authenticity is a key component of quality content. And since we tell customer stories from all over the world, it’s crucial that the right music and sounds are paired with our video footage to capture the essence of each culture. For the IBM Customer Reference with Siam Commercial Bank, we wanted to incorporate a style of traditional Thai music that would be symbolic of the region.
A key focus when audio mixing for an international customer reference, is making sure to stay true to the culture of the company being profiled, while also keeping it on IBM brand. To stay on point with their sound, we used specific instruments and added synthetic textures found in the musical styles of our other IBM projects. The result is a piece that is true to both IBM and the musical culture of Thailand.
(Learn more about the Power of Music in Storytelling)