Piracy is the perhaps the most visible of the music industry’s money woes, but it’s not the only one. The global music industry also loses out on $2.65 billion every year because
I learned a lot about the power of emotion, I learned and became more disciplined in the idea that you can create strategy through the lens of how you want people to feel. So when creating music and sound for brands, it’s all about expressing what the brand is all about, or what you want to communicate at a particular moment, in an experience only through sounds without words. So whether it’s an anthem, like the IMAX anthem that you reference, that gives you a grand impression of that brand. And the story bits that were built into that anthem that allow that story to effectively communicate what that brand is all about are important. But it also goes down to the moment in the experience when you’re using an app, or you’re using a product and a small sound like instantaneous sounds comes through. And it’s meant to communicate something about that experience. So I learned a lot about emotion and behavioral science, and how using the question, how do you want people to feel as a guide for how a brand comes to life in every moment.