In this exclusive interview, we are joined by Joe Dickinson, Chief Music Officer and Co-Founder of WithFeeling, and Chris Atkins, Managing Director and Co-Founder of WithFeeling. These two visionaries have transformed their passion for sound into a thriving enterprise, dedicated to crafting immersive and memorable auditory experiences.
Chris Atkins
Based in Dubai, with offices in Las Vegas and a new branch opening in Saudi Arabia, WithFeeling is at the forefront of helping brands distinguish themselves through original music, sound design, brand voices, and soundscapes. Joe and Chris bring a combined two decades of experience in sound design and composition, having worked on prestigious projects such as Expo 2020 Dubai and the Dubai World Cup.
Joe Dickinson
As they aim to become a global leader in sonic branding, their journey is a testament to creativity, dedication, and the power of sound. Join us as we delve into the origins, successes, and future aspirations of WithFeeling, exploring how they continue to make waves in the dynamic world of audio branding.
How was your company born, and where are you based?
WithFeeling was born out of a passion for creating immersive and memorable experiences through sound. The company’s HQ is based in Dubai, with an additional office in Las Vegas and a new office opening in Saudi this year. Their mission is to help brands differentiate themselves and stand out in a busy and noisy world by creating original music, sound design, brand voices, and soundscapes.
Chris and Joe have each worked in Dubai for 20 years as sound designers and composers, contributing to many different aspects of sound and music, from theme parks to feature films. Chris’s career saw him take on a client-side role for Expo 2020 Dubai, where he was responsible for the mega events theme song, sonic branding, and music strategy on and off-site. Meanwhile, Joe continued his work on various projects for international brands, including some for Google. Joe also wrote the number one theme song, 'This is Our Time,' for Expo 2020.
After the success of Expo 2020, they decided it was time in their lives to move full throttle with WithFeeling, aiming to become one of the top sonic branding and music houses globally. Chris jokes, "Well, maybe 'best in the world' is a big statement, but we aim for the stars and think we're up there with the best. We have big dreams!"
Joe keeps Chris's feet on the ground, adding, "We, as our name suggests, try to give feeling to everything we do. So far, it's paying off, and we're growing fast into Saudi and other markets around the world. We have a team of full-time staff and trusted freelancers who end up working a lot for us. When they do, we bring them on full-time. It's working out really well."
Which was the first huge success that you can remember?
Chris: I'd say Expo 2020 and the theme song “This is Our Time” was a huge milestone for us. We are still contracted with Expo City Dubai for a lot of their audio needs, which is incredibly gratifying. One of the first jobs we won the RFP on was with Emarat, one of the oldest and most prestigious petroleum companies in the UAE. They don’t mess about! We worked hard on the presentation, and it was really rewarding to win that. It made me know we were going to be okay!
Joe: Another big project we secured quite quickly was the sonic identity for the Dubai World Cup. It's such a prestigious event, and the team there really utilizes the sonic branding consistently, more than any other client. It's amazing to be a part of it. You get tingles at the event listening to the music we've created.
How do you go about finding new clients/business?
Chris: We work extremely hard; any free time we get, we're on it! Unlike many companies, we don't have dedicated staff for sales or marketing, which actually gives us an advantage. It allows us to follow our gut and be different. Some of our keynote presentations are quite wacky. Our first print ad in Saudi was a giant gorilla playing an acoustic guitar. We find new clients through a combination of social media, networking, industry events, and strategic partnerships. We also leverage our successful projects and client testimonials to demonstrate our capabilities.
Joe: For example, our work with global brands like Amazon, Google, and Microsoft showcases our expertise and opens doors for new opportunities. Additionally, we proactively pitch ideas to potential clients and offer retainer-based services for ongoing collaborations.
Chris: We try to be creative, add humour to our pitches, and generally be nice and friendly, keeping it positive and not too stuffy. We believe in being approachable and memorable, while also being professional and knowledgeable. We also know how to come in at the right price point, and our experience in the region allows us to really shine.
What’s the biggest opportunity for you and your company in the next year?
Chris: The biggest opportunity for us in the next year lies in expanding our services into new markets and industries. We see significant potential in sectors such as healthcare, education, and urban development, where our expertise in original music, sound design, and soundscapes can play a crucial role in enhancing user experiences and brand recognition.
Joe: Saudi Arabia is a huge market for us. Already, over 50% of our work is based there, and we're doing a lot of sonic branding projects across many sectors. We’ve just come back from Medina working on a very special project which we can’t talk too much about at the moment. We love Saudi—the people and the place are beautiful, and we only see it growing and growing. We pride ourselves on our experience and know-how of Saudi music, which has proven to be one of our biggest strengths.
Chris: We go from working on music for theme park rides to soundscapes for museums, to sonic branding for pharmacies, to recording voiceovers for events. Every day is different, and audio is becoming more and more important. The work just keeps increasing, and it's an exciting time for us.
Can you explain your team’s creative process? What makes it unique?
Chris: Our creative process is highly collaborative and client-centric. We start with a deep understanding of the client's brand, values, and objectives. Our team of talented musicians, sound designers, and voice artists then create bespoke soundscapes and musical compositions that reflect the brand's identity and resonate with its audience.
Joe: What makes our process unique is our commitment to authenticity and innovation, ensuring that each project is tailored to the specific needs and aspirations of the client. As mentioned, we have extensive experience in creating Arabic fusion music. We truly understand the styles, regions, instruments, and we respect the culture and the music, allowing us to fuse it seamlessly with Western influences.
Chris: Our brief often requires us to strike a balance between the old and the new, and I think we do that really well. We pride ourselves on our ability to craft audio experiences that are both modern and deeply rooted in tradition. This unique blend not only highlights our creative versatility but also ensures that each project stands out and leaves a lasting impression.
What was the most challenging job you’ve undertaken?
Chris: One of our most challenging yet rewarding jobs was commemorating the 50th anniversary of the Islamic Development Bank (IsDB) with a special symphony. We did a deep dive into the musical traditions of all 57 member countries, sharing photos and information on our famous WhatsApp group. It felt like being back in school! Then we had to figure out how to fit all these pieces into a beautiful puzzle.
Joe: Yeah, that project was a real beast! The sheer logistics of coordinating instruments and musical styles from 57 different countries was something else. We were constantly on our toes, making sure every piece fit together harmoniously. It was like conducting an orchestra on a global scale. I remember many sleepless nights, but the end result was worth it. Seeing the positive reactions and how deeply it resonated with people was incredibly fulfilling. It reinforced our belief in the power of music to bring people together, no matter how diverse their backgrounds.
How does your team remain inspired and motivated?
Joe: We are naturally positive and extremely driven. Our mix of youthful energy and over two decades of top-notch experience keeps us motivated. We’re inspired by clients who want to push boundaries and new composers who bring their own flavour. I often mentor new talent to help them excel in their craft.
Chris: The positivity from our friends, family, and industry colleagues fuels our inspiration. The sheer variety of skill sets required to tackle each and every project and how different they are keeps us excited to put in 100% every day. And to be frank, we have to make it work. Failure isn't an option for us. In life, if you really want something, like really want it, then it will come!
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
Chris: We gain inspiration from a variety of creative agencies that push the boundaries of sound design and sonic branding. String and Tins for example, excel in sound design for commercials and do some fantastic work. They’ve been setting the bar for many years, and we strive to reach and exceed that level every day.
Joe: I’m a big fan of Overcoast Music in the States. I love the ads they work on, and they’re great guys too. One of my heroes is Greg Wells. He’s not in the advertising space, but he is a legend in music production and songwriting. I was lucky enough to have him executively produce the song I wrote for Expo 2020, which was an incredible experience. His influence on my work has been immense.
Chris: My hero has always been Mutt Lange. Since I was a kid, I’ve admired his production and songwriting. I was fortunate to engineer for Kevin Churko, who was Mutt’s right hand for a lot of Shania Twain records. That experience profoundly shaped my approach to music production and sound design.
Chris: Additionally, I admired many of my colleagues from Expo 2020 Dubai for their thought leadership skills and how they carried themselves. I was particularly inspired by those who spoke very little but made huge impacts whenever they did. My biggest recent hero was Her Excellency Reem Al Hashimy. She was incredibly inspirational to me and everyone at Expo 2020 Dubai. One of the best moments was presenting the theme song to her after almost 18 months of development. She handles herself with grace and respect, and I can’t speak more highly of her.
What is one tip that you would give to other agencies looking to grow?
Chris: Focus on creating genuine value for your clients. Understand their needs deeply and tailor your services to meet those needs. Building strong, long-term relationships based on trust and delivering exceptional results is key to sustainable growth. It’s not just about meeting expectations but exceeding them in a way that surprises and delights your clients.
Joe: Additionally, stay adaptable and open to innovation. The industry is always evolving, and being able to pivot and incorporate new trends and technologies can set you apart. Invest in your team's development and encourage a culture of continuous learning and creativity. This keeps the team motivated and ensures that your agency stays at the cutting edge.
Chris: Lastly, be authentic and true to your brand. Clients appreciate honesty and transparency. Show your passion in your work, and don't be afraid to infuse your unique personality into your projects. This makes your work memorable and helps build a strong, distinctive brand identity.
What measures do you take to ensure diversity and inclusion are prioritised within your company?
Chris: Living and working in Dubai, diversity is part of our everyday life. Dubai's middle name is diversity. If everyone in the world lived in Dubai, traveled to places like Saudi, met the locals, and were open to new cultures and thinking, the world would be a much better place.
Joe: Our team naturally reflects this diversity. All of our staff and freelancers come from different countries, including the UK, Philippines, Jordan, Italy, UAE, USA, Ukraine, India, and Greece. We don't have to think too hard about diversity; it happens organically here. This rich mix of perspectives and experiences enhances our creativity and helps us produce truly innovative work.
How do you balance maintaining your company's unique creative voice while meeting the diverse needs of clients?
Chris: Balancing our unique creative voice with meeting clients' diverse needs involves deeply understanding their brand and objectives. This allows us to infuse our creativity in ways that enhance the client's vision rather than overshadow it.
Joe: We often try different routes: we do exactly what was asked, and then we show another way of doing it.
Chris: Sometimes it works, sometimes not so much. But on the whole, clients come to us because they know we know our stuff. We're very lucky with the clients we have, and the trust they place in us to deliver something special.
Can you share a memorable client success story that exemplifies your company's approach and impact?
Chris: As you ask this question, all I can think of is the sheer number of YouTube videos of people covering Joe's song "This is Our Time" from Expo 2020 Dubai. We had kids sending videos of them singing Yuno Energy’s sonic branding in Ireland. But the Expo 2020 song has over 100 covers by people from all around the world, of all ages. This is by far the best feeling – creating a song that transcends cultures and is enjoyed so much that people want to cover it, film themselves, and post it on YouTube. It’s insane! It’s not like we are Coldplay or anything! So yeah, really cool!
Joe: I don't want to be Coldplay anyway!
In what ways do you invest in the professional development and growth of your team members?
Chris: We're a small team, and I came from a big organisation where I benefited from various training opportunities. We want to provide the same advantages to our team. If one of our team members wants to take a course or be involved in a project to learn something new, we invest in that. The last thing we want is for a member of staff to feel like they are just a cog in a machine. We want everyone to grow and benefit financially, spiritually, and mentally. We believe the only way to grow is to challenge yourself and step out of your comfort zone. This approach ensures that our team members develop both professionally and personally.
Joe: We also encourage participation in industry events and conferences, providing platforms for our team to stay updated with the latest trends and innovations. Mentorship and career development plans are integral to our approach, fostering an environment of continuous learning and growth. Everyone is on the WithFeeling train, and we’re all growing together.
What’s your one big hope for the future of the industry?
Chris: Our big hope is that the human touch and feeling stay central to music production. If we can still make a human feel something, we'll always have a job. We don't think AI has it in them yet to truly capture that emotional connection.
Joe: Exactly. While AI can generate music quickly, it lacks the genuine emotional resonance that human composers bring. Our goal is to continue creating music that transcends cultures and touches hearts.
