What have you been up to? Has music been by your side?
As for us, we've tried to strike the balance between strategising with brands and producing for agencies. Oh and we made it to the BBC for turning a nuclear engineer into a composer for our work with Wikimedia. But more on this later.
Meanwhile, our Singapore team got an upgrade with Ryan Dickinson appointed as Creative Director, and Ash Chaudhry as Director of Brand Partnerships. Our very own Hans even casually hung out with Robbie Williams, so nothing too unusual.
Here's to a new, shiny newsletter, where we humblebrag about the work done by our composers and creatives, the articles written by our Massivians and all the BTS chronicles that have music as a soundtrack.
Buckle up... you're in for a ride.
In every conflict, the truth is the easiest victim and the first casualty.
With all independent information sources blocked, Russia remains one of the strongest standing propaganda machines of the 21st century. This is why Ukrainian Witness, a new media project that captures and memorises what's happening in Ukraine, went to the one global resource still available in Russia (Wikipedia) and altered articles in Russian to display the true colours of the war.
For the soundtrack, we used elements of Soviet iconography musically in the form of a military choir that, after symbolically descending into distortion, morphs into a synth-heavy composition, implementing gruesome sounds as it progresses.
Though the metaverse remains a distant concept for a lot of people, more and more brands are getting involved registering their trademarks behind the scenes. Emilie Kannekens, Music Search & Licensing Director at MassiveMusic Amsterdam, gives you a peek behind a (virtual) curtain for this thoughtpiece on Campaign.
The aim? Helping brands ensure they always hit the right note in the new digital reality while also preventing expensive failures. Better safe than sorry.
Let us guess. Your New Year’s resolution was to – finally – start running but your progress stalled after adding the Rocky theme song to your Work It Out playlist. No sweat: Adidas and yours truly got your motivation covered with this campaign.
The minimalist, bouncy piano composition expands upon the percussive qualities of the instrument, alluring to the simplicity and accessibility of running and perfectly resembling its energy. The only thing we would add to it? A trusty pair of headphones – and off you go.
The sounds of the German club scene have been taking the world by storm with the rising popularity of trance and techno. That we all know. But did you know that German indie rock is having a resurgence too?
Before you get all excited and buy yourself a pair of black boots and a matching jacket, check out what Joss Ifan Brightwell, our Creative Director and Head of Production at MassiveMusic Berlin, has to say on future German music trends. Who knows, your mohair cardigan might still be of use.
Whether it's belting out a Taylor Swift song on a road trip or soaking in stunning landscapes with your favourite tunes in your ears, both music and travel offer a new way of seeing and being in the world, and the chance to discover new things about yourself.
For this campaign, our Singapore office joined forces with Singapore Airlines to tell you what the ‘New World Class’ could look and sound like. Our dreamy yet adventurous soundtrack plays into the exciting vibrancy of the story, one that tells you to not only travel physically but with what's beating in your chest.
To celebrate International Women’s Day, our Amsterdam office went all out and hosted ‘A Side B Side’, an inclusive night of music and discussion, in collaboration with our friends at LWD. Three speakers from three different generations, including our very own Phuong Boi Nguyen, answered our million dollar questions followed by live music by Loupe (spearheaded by Massive's Julia Korthouwer) and a DJ set by LENI from LAWAAI Collective.
For those who missed out – and those who want to experience a woman’s wisdom again – we put together a recap. Spoiler alert: very quotable.
A meme on your feed or a life-changing technology? Ever since the term ‘deepfake’ blew up a couple of years ago, the visibility of the technology has mainly been leaning towards entertainment and occasional warning remarks in the news. Quite shallow for a deepfake, isn’t it? Pierre Carnet, Managing Director at MassiveMusic Dubai, is here to fight this injustice.
Let him tell you about the waves deepfakes are making in the world of sonic branding – and how you, as a brand, can ride them to success.
