Case StudyGlitsy App
mediumSmartphone App Music Tone
ClientCozmic Group
Sound DesignerPeter Mullins
Overview
We were commissioned to create an original music tone for their brand identity and logo, as well as in their in-app push notifications.
Sound Identity • Original Music Composition • Mixing & Mastering • Music Licensing
Glitsy is a media entertainment app that promotes local music & dance talent across Southeast Asia.
Designed for Gen Z consumers, the app features content spaces for audiences to vote and curate their favourite rising stars.
Creating a Sonic Portrait
Entertainment. What a sensational product type. With a series of audio moodboards prepared for this gig, we also took the chance to learn a little bit more about music-related memorisation. “Shopee!”, for most of us based in Singapore, and “go Harvey Norman, go!”, for our more senior writers in the discussion room. But we were asking the right questions - so why are jingles so episodically memorable in every way?
Turns out, a lot of it boils down to our mind storing non-verbal cues as a form of memory. Also, perhaps simple repetition over time gets the job done. Case in point, by the 8th episode of Mindhunter on Netflix, you would’ve probably been able to hum along the famous Netflix ‘Ba-Dum’, down to the beat. Or an Apple user would recognise the distinct start-up sound of a MacBook.
It was decided. We were going to bank on our combined experience as consumers to create something unique.
KeywordsOnce we were able to identify the musical elements, the writing came a lot easier.
Our challenge was condensing this whole chunk of sound information into a clean, precise vertical layer which would give us more flexibility for the adaptation work later.
After a round of final testing using a middleware called FMOD, the team exported 2 variations of the music tone. We had blast using this chance to re-invent smarter workflows in FMOD as a team.
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