Music can play a more meaningful (and natural) role in the ideation and production of multimedia content and experiences and contribute to shape a new era of more emotional and qualitatively elevated cultural and social interactions.
Music can bridge a space, so far explored by only a small number of daredevils, in the processes of design (idea) and production (work) of multimedia content and sensorial experiences that are constantly conveyed across the physique and digital spaces that surround and influence us as people.
People are now more than ever looking for immersive, multi-sensory experiences that could also resonate and communicate with their inner-self. Yet, even though our world is visually very clattered, the other sensory spheres often take a back seat and are not exploited in their fullness. This potentially refers to a very broad spectrum of possibilities, but this brief statement is meant to get people thinking about the benefits of sound and music and the elevation of the auditory sense in the consumption (or ideally the enjoyment) of multimedia branded content, experiences, and augmented products.
The experiments carried out in the field of sonic identities and soundscapes represent a very promising first attempt, and increasingly, marketers, designers and retailers are experiencing the role it can play integrating this element into their projects, and, as technology advances, they envision new soundscapes and reimagine existing ones, applying these developments in all spheres, from health to business to art, with hospital patients whose most soothing medicine comes from a loudspeaker rather than a pill canister, brands and designers bringing sounds to previously silent objects, and immersive sound art exhibitions and installations.
Nonetheless, these are virtuous isolated initiatives, and it remains a discipline that is little explored and little valued for its social, cultural, and even political contribution, in the positive sense of helping to determine a public space in which all citizens participate). Music has been and continues to be the instrument that allows freedom of expression, that tells of man and his values, ambitions, and problems.
Back to the discourse of the sensory spheres and how their stimulation and realization have an influence on our mood and thought, studies show that the more senses an experience involves, the more engaged and immersed a person is in that experience. Visual content on its own usually comes at the audience as arbitrary imposed messages and does not leave too much room for reflection and emotional association of the individual. In today's context of people's over-exposure to media content, brands and organizations should sometimes aspire to simply become invisible, tap into the subconscious, and build an emotional connection with their audience, or at least consider evolving their communication and rethink the experience in a more therapeutic, educational and supportive fashion, combining their coding elements in an holistic way and ultimately reflecting their values and vision of society. This of course goes through an articulated but natural process of defining these principles and their design ethos, understand the audience and their needs and ambitions, ultimately translating them into a wholesome experience and interaction.
In this sense, once again, music stands out as one of the most genuine choice. If music is carefully considered and well-designed within the whole specter of elements defining a brand or project, it can build a real emotional connection, letting audiences recall their own images and emotions. At the same time, it can represent a codifying and identity-building tool, which facilitates and smoothes the externalization of values, ideals, and cultural references, while inspiring and empowering people and communities.
As Recall, we want to explore all the socially constructive fields of application that music, and art more broadly, can provide through constant study and research into innovation: from the simple curation of playlists and collections, to the sounding of physical places and digital spaces, we imagine a world in which visual and sound arts come together in the creation of audio-visual universes that represent an interactive and meditative context in which everyone participates and contributes.
Featured in the artwork: "Boundaries of nothingness" by Alexander Plechko