![]() ![]() However, with Soundation, we had the rare privilege of working with a dream client: underground music production. Moreover, creating a flexible and exciting identity that not only worked well for both product and web, but also fit with the target group, presented itself with some challenges. Specific demands: Our challenges were in no way different than what any other agency faces. This mathematical approach signals both precision and refinement. In this case, for Soundation, two 45-degree interconnected rectangles were used to develop the entire visual identity. Visual influences: A lot of what we do is very much influenced and inspired by science and geometry. Nevertheless, the end result has been, in more than one way, gratifying. This freedom, of course, comes with an array of challenges. We are proud to have had the opportunity to design an identity and experience without any compromises and take it as far as we could. So, the challenge was to design an identity to strongly reflect this maturity, without being confined to the category.įavorite details: We think that having a very happy client at the end of the process is quite rewarding. ![]() ![]() Two interconnected rectangles in 45-degree angles signal precision and can be used separately throughout the identity.Ĭhallenges: Soundation has been around for almost a decade and is now under a new management that has introduced an array of advanced features to more than threefold the amount of users since it first started. The design overhaul showcases a visual language that is consistent across all channels and touchpoints. Reasoning: Our thoughts were to design an experience that communicates the brand’s ambitions: to facilitate musical creativity around the world. Subsequently, Soundation teamed up with us for a visual identity that speaks to the young and creative target group, and most importantly, motivates them to follow through with their passion. Nearly a decade later, following a more enhanced experience, the service is seeing an ever-growing demographic of young and ambitious producers. For example, content containing music can travel rapidly from a game environment to a platform like YouTube via user-generated content creation.Responses by Thomas Kurppa, creative direction and Zoey Tsopela, communications manager, Kurppa Hoskīackground: Soundation was created to offer a powerful and high-quality online music production service to new producers. The complexity of new digital environments such as gaming, Web 3.0 apps and social media networks often require integrated music solutions. Wiltshire added: “As digital environments continue to evolve rapidly, music rights use and licensing is becoming far more complicated. “Songtradr is the bridge that connects rightsholders to any music user in the world using technology to simplify and automate complex and high-volume licensing transactions, which is why we developed Smart Sync.” ” Songtradr CEO Paul Wiltshire said, adding that “music users want more platform interoperability and rightsholders don’t have the time to manually manage these requirements at scale. “Before Smart Sync, there has been no automated solution to properly manage music use claims and releases by rightsholders who may be required to grant licences to both the game and its users. Through Songtradr’s subsidiaries such as Big Sync Music and MassiveMusic, Smart Sync will offer catalogues with direct access to global brand sync opportunities. Songtradr’s portfolio of clients includes film, TV and gaming music data company Tunefind, while Pretzel provides Digital Millennium Copyright Act-proof music for Twitch and YouTube users who livestream on the platforms. The company expects the tool to improve potential earnings for music rightsholders by supporting licensing at a large scale. Smart Sync’s watermarking technology is a key feature, which seeks to tackle licensing challenges faced by video games and digital platforms, including missing data or conflict of ownership. Rightsholders can view detailed performance insights, including audience demographics, territories and top-performing tracks as well as license their music to Songtradr’s client base comprising content creators, businesses, games, apps, platforms and brands. Smart Sync lets labels, publishers and music library curators manage their songs for sync globally on platforms such as YouTube, Facebook, Instagram and TikTok, among others. The release of the tool follows the company’s acquisition of AI metadata and music search service Musicube in June.
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