Music and sound design have always worked as invisible forces that work together to evoke profound emotional responses in creative works. As a musician myself, it’s something I’ll happily advocate until the cows come home. The aural world holds within it vast legions of power beyond crafting hummable melodies and danceable rhythms. Sounds and music can create worlds and transport individuals to different realms altogether.
Today, I’ll be exploring how sound and music design can be used to tell stories and create uniquely immersive experiences. I’ll be doing so with the help of Chris Blaydes, design director at Seen Presents, whose recent work with Volvo perfectly encapsulates the storytelling potential of sound.
The Power of Music and Sound Design in Storytelling
Storytelling has been a fundamental aspect of human culture for millennia, evolving from oral traditions to written narratives, and now, multimedia experiences. Music and sound design have always been integral to storytelling, whether in the form of ancient chants, operatic compositions, or modern film scores. These auditory elements have the unique ability to convey emotions, set the tone, and enhance the narrative in ways that visuals alone cannot achieve.
Chris Blaydes emphasizes, "Music and sound design play a pivotal role in crafting immersive experiences, serving as an invisible way to evoke emotional responses. Through carefully composed melodies and rhythm, they have the power to enhance our experiences, transporting people to different places altogether."
Creating Immersive Experiences
Immersive experiences go beyond traditional storytelling by engaging multiple senses, often combining visual, auditory, and tactile elements to create a holistic environment. Music and sound design are crucial in this multi-sensory engagement, as they can manipulate an audience’s perception of time, space, and emotion.
Blaydes’ work with Seen Presents exemplifies this approach. The company's latest content offering allows for the creation of bespoke music to craft unique experiences for clients. For instance, the launch of Volvo’s EX30 in the UK featured a meticulously designed immersive experience. Blaydes created in-house music inspired by the brand’s narrative and the vehicle’s four expressive interiors, which transported guests to northern Sweden, using sound to elevate the experience.
The Volvo EX30 Launch: A Case Study
One of the most striking examples of using music and sound design to create an immersive experience is Seen Presents’ work on the Volvo EX30 launch. Each interior of the vehicle inspired different aspects of the experience, with the 'Mist' interior being a standout.
"The 'Mist' interior uses a wool blend fabric and aims to capture 'the beauty of a lingering fog cut through with the light of dawn,'" explains Blaydes. This theme was integrated into one of the experiential rooms, resulting in a powerful audio-visual experience. Inspired by the five ambient light settings of the EX30, including the mesmerizing northern lights, the original ambient music included soundscapes spanning the entire frequency spectrum.
A particle generator digitally reacted to the music, representing the aurora borealis. As the music built to a crescendo, stars from the night sky danced across the screen with the northern lights. At the peak of the piece, the sun broke through the horizon, dramatically introducing dawn’s first light. As the sun rose, a physical mist slowly entered the space, further engaging guests' senses.
Crafting Unique Soundscapes
The creation of such immersive soundscapes involves a deep understanding of both musical composition and sound engineering. Blaydes’ musical composition for the Volvo EX30 launch involved various synths manipulated with distortion, big reverbs, and echoes. His goal was to produce sounds that transcended recognizable instruments, steering clear of repetitive melodies to craft an evolving and unique soundscape that was both calm and meditative.
"My goal was to produce sounds that went beyond recognizable instruments, steering clear of repeat melodies to craft an evolving and unique soundscape that was both calm and meditative, and embodied one of Volvo’s brand stories, 'providing wellness through technology and innovation,'" Blaydes explains.
The Emotional Impact of Music and Sound Design
The emotional impact of music and sound design cannot be overstated. Studies have shown that music can influence mood, stress levels, and even physical responses. In the context of immersive experiences, sound can be used to create anticipation, build tension, or provide a sense of resolution.
For instance, the gradual build-up of music in the Volvo EX30 experience, culminating in the dramatic introduction of dawn’s first light, created a sense of awe and wonder among the guests. The integration of physical mist further enhanced this emotional response, creating a memorable and impactful experience.
The Tricks of the Trade
Music and sound design are essential tools in the creation of immersive experiences. They have the power to evoke emotions, set the tone, and enhance narratives in ways that visuals alone cannot achieve. Through carefully crafted compositions and innovative soundscapes, designers like Chris Blaydes and his team at Seen Presents can transport audiences to different places, creating unique and memorable experiences.
The launch of Volvo’s EX30 in the UK serves as a prime example of how music and sound design can be used to tell stories and create immersive environments. By integrating bespoke music and soundscapes with visual and physical elements, Seen Presents was able to create a truly immersive experience that resonated with guests on a deep emotional level.
As technology continues to evolve, the possibilities for using music and sound design in storytelling and immersive experiences will only expand. Designers and storytellers will continue to push the boundaries, finding new and innovative ways to engage audiences and create unforgettable experiences.
