A Month In: Joining WithFeeling and the Journey Ahead
With the warm welcome and enthusiasm I’ve received from friends, past colleagues, business partners, and strangers alike, we thought it might be nice to reflect back on the past several weeks and share some thoughts behind my joining WithFeeling as their new Head of Sonic Branding.
For those already familiar with the team here at WithFeeling but not yet acquainted with myself, let me briefly share that I’ve been working in a creative position across several agencies from all over the world, with a focus specifically on Sonic Branding.
Why just Sonic Branding? Well, because I believe that music is an underutilised tool, and we’ve barely cracked the surface of what's possible in creative musical storytelling and multi-sensory marketing.
When I first met Chris and Joe, it was clear they shared a similar mindset. They understood the importance of being creative with intent and with purpose, and that, in this industry, to stand out, there is a level of artistic craftsmanship that has to live at the core of what we do.
Though I stayed in touch with both gentlemen, opportunities rarely peaked for us to work together—until just recently.
The decision to join the WithFeeling team came back to our original conversations. There was ambition, a chance to build upon something new, and put my name to the great work they’ve already been doing. But most of all, there was a genuine love and sense of pride in the work they do. Since joining, I’ve yet to wake up and have any indication that either man wasn't happy and excited about the day ahead.
I’ve been fortunate enough to work with agencies and clients from all over the world but had yet to have the opportunity to work within the Middle East.
Since joining, I’ve been taken aback by the cultural importance music holds within these regions. Music is universal; its ability to share stories across borders and generations is next to none, and I’ve yet to see this so commonly understood anywhere else in the world.
Heritage is layered in every part of the creative process here; it's foundational, from concept to execution, and there is tremendous pride in showcasing it every step of the way. I was expecting a somewhat difficult learning curve, being so naive to the region and its culture, but I quickly came to learn that the area, its history, and its culture are as inviting and open as they are complex, deep, and rich.
The interest within the Middle Eastern market for Sonic Branding and the experimental use of audio is steadily growing, with more and more companies reaching out each week. Effectively meeting the needs of this unique region while still being able to appeal to a Western audience has forced me to rethink my creative approach, but it is a challenge I have been more than happy to take on.
These first four weeks have been an intense education in a gap in my musical knowledge.
Seeing the WithFeeling team do what they do best has opened my eyes to new experiences and creative possibilities I wouldn't have dreamt possible within the sonic branding space. In my short time here, I’m already picturing what's next for us—where we can take this and what boundaries we can break along the way. I’m here to help take that ambition, and with the help of this incredible team, break down preconceptions of how we all treat audio in a commercial space, set new standards, and ensure WithFeeling is at the forefront of some of the most memorable sonic identities you’ve yet to hear.
This has been one hell of a month; I can't wait to share what comes next.
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