You can be the hot studio right now, but a visit by Chris Martin will still make hearts beat faster. Martin recently spent the day at Nylon, mixing a song together with sound design for Coldplay’s latest music video. Simon Lister got that news out on FB, which made his phone go wild.
Clearly, a lot of people now know about Nylon’s brush with celebrity. Its awards haul, not so much. Nylon created the sound for Whybin\TBWA’s GAYTMS. Was involved in a Grand Prix and Gold pencil at One Show. A Grand Prix and five Golds at NYF. And came home from Adfest with two wins for sound design. Not bad eh?
…And then there should be some kudos for Coca-Cola Small World Machines.
[You know the image is Lister’s, yes?…]
In fact, Nylon Studios in particular, and sound studios in general, have been doing quite nicely lately, thank you. Adland might be constantly evolving, but even somebody’s latest groundbreaking tech-y thing needs sound to make people connect with it. And while a TVC needs 30 or 60 seconds of sound to draw people in, the viral needs 3 minutes of sound so that people are not immune to it.
Let’s face it, no one outside the industry has ever said, “Gee that video has great sound effects.” But watch the new Tourism Australia ad with the sound off. Then, watch it again with the sound turned up. ‘See’ the difference?
“We have a great relationship with a lot of super talented agencies and it doesn’t matter how they are connecting with audiences – traditional TVC to online ad driven by downloadable music track – we’re still part of that. Music and sound make people connect with any content. If you turn down the sound track, 60% of the impact is lost…” (Karla Henwood)
“…Adspaces both on and off-line are so overcrowded now. Music sets work apart, carries emotions, gets messages remembered. Ads are often created on much smaller budgets now too, so a good sound track really helps.” (Simon Lister)
Of course, you can give your sound studio everything a sound studio can have and still have to do more. To create Yellowglen House of Sparkling for The Monkeys, Lister opted to understand the language of tap dancing.
But then Nylon has a pretty unique proposition and most of its clients are adpeople who get how rare (and precious) a USP is these days. Nylon is a one-stop sound shop, with a team of composers who are music artists in their own right. “…So if you get 2/3 of the way through the voiceover and want to change something in the sound track, you can do it then and there.” (Lister)
Nylon hasn’t been following the hot trend called downsizing either. It has been looking after its USP. That means having great music talent on tap (in-house composer Michael Yezerski is off to L.A. to work on more feature films, the latest Transformers 4 with Michael Bay)…
…incubating promising newbies (in-house bands include Mammals, High Highs, Deep Sea Arcade).
…encouraging original artists to get busy doing their thing…
…and using ‘their thing’ and Nylon’s ‘thing’ on ads that may just win even more awards before the year is out.