Sonic branding and music is a growth market where big businesses all want to know what their brand should sound like.
Sonic branding and music production company Zelig Sound is one of those on the front line of the sonic branding boom.
Among its impressive client roster are the likes of Eurostar, the BBC, Amazon and Adidas.
So we caught up with Aleah Morrison-Basu, the talented Composer, Producer and co-Founder of Zelig, who takes us through the early days of the company, what got it going, and how she combined being a musician with becoming a business leader…
What drew you to study sound tech?
From a young age I had been classically trained in I learned to play piano, clarinet, cello from a young age, along with traditional forms of dance like tap, ballet and modern, so I was ready to break out of the more classically-focussed training and try something new.
Asides from composing for orchestra and traditional music instruments I’d also started to compose more singer/songwriter material, so the technology side was going to feed more into this.
Is there something from your education that you remember and use today?
I was taught how to use music software at University. Although I use different tools today, it was the understanding I learned at university that has carried me through.
What made you want to start your own studio rather than working for others?
It happened organically. There wasn’t a lightbulb moment where we decided we wanted to work for ourselves and start our own studio. The idea to work for someone else just never crossed our minds!
I had made a successful career working for myself as a performer and I started to realise that I wanted to be composing instead. As I’d been self-employed before it was never really a consideration to work for someone.
How has Zelig grown?
Zelig has grown dramatically! We never expected it to be what it is today and we are always grateful for the position we are in.
Our approach has always been that we love working with inspiring, creative people. This is where the focus has been all these years.
The desire to consistently push boundaries and create audio that is unlike something you’ve ever heard before is our key belief.
Initially it was just Matthew and myself composing and creating the sound design for all our projects. We worked from various premises ranging from a flat to a 1 room office, to a semi-2 room office and eventually a semi-soundproof space.
Eight years in, we employed our first full-time composer. Two years later our first producer and then within the last 18 months we have employed three more composers and have finally moved into our fully functioning and purpose built studios!
What have the biggest challenges been?
Personally, raising a young family of three sons whilst also trying to run a successful business continues to be a logistical challenge both practically and emotionally. From a business perspective, learning how to adapt to a growing team and letting go of it just being two of us is a new experience.
The business side of it is always a challenge because we are ultimately creatives and composers. We’ve had to navigate the business side of things as and when we’ve needed to, very much learning on the job.
What are the high points?
There are so many that I would struggle to pinpoint a specific one. Around seven years in, there was a sudden realisation that clients were coming to us, rather than us reaching out for new business. We felt really grateful when we realised this.
Certainly moving into our studios was also a big high point. It felt like it really put into perspective what we have achieved over the past 15 years.
What’s the hardest part of running a business?
Never being able to switch off. There is no such thing as a holiday. There is always something to think about, worry about, a to-do list that never ends. Questioning how we can improve the service we’re providing to clients.
Worrying about creating and maintaining a happy creative work environment where everyone will thrive and continue creating awesome work. The list is endless!
Is sound overlooked by brands?
Less so now but 14 years ago I would have answered the question differently. There has been a real shift in the awareness of good audio and the impact it can have on an audience’s perception, interpretation and interaction with a brand.
I wouldn’t say it’s 100% there but it’s definitely heading in the right direction.
What can brands do if they want to start thinking about audio?
Reach out to us! We love being involved from the initial creation of an idea, advising and guiding on the best way to navigate audio and maximise its impact on the success of a campaign.