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Vlad Plotnikov: How Audio Branding Changed The Way I Compose Music for Gaming

09 December 2020

VLAD PLOTNIKOV

Co-Founder, Music Composer and Audio Producer
VP Production, Ukraine

 
Vlad Plotnikov is a Ukrainian composer, audio producer, and co-founder of VP Production audio agency. He has been creating audio for more than eight years now, and the last four of them mostly focused on composing music for various game projects. In addition to that, since 2019, he works on sonic branding together with his team.
 
Vlad also has several side music projects, including post-rock/shoegaze band Total-Empty.
 
 
 
 
How Audio Branding Changed The Way I Compose Music for Gaming

As far as I remember, I have always seen music as an essential part of my life. Everything started with awkward child music performances and then led me to the public music school. Later I quit it and followed my teen riot, and created a rock band. Eventually, a 'rockstar' dream changed to a media composer reality (which I've never regretted, by the way), but I doubt that I'll ever stop searching for something more.
 
I compose music mostly for video games, as it was the easiest way to kick off my career. I started by composing simple background music for small (and slightly embarrassing) mobile projects and, with time, moved to more complex, meaningful projects that I'm proud to show others.
 
To reach this point, it took me years, creative skills, and good people around me. But most of all, a brand new approach that I started to develop a while ago. And that's what I'm going to tell you about.
 
How it all started
 
I don't remember the exact moment when I discovered audio branding, but at that instance, I thought: ‘I knew that there had to be such a thing!’. Here in Ukraine, it doesn't exist yet, but it functions for 25+ years outside our country.
 
So I began my research and studied different approaches. I learned about fantastic expert and audio branding pioneer Michaël Boumendil, and his story inspired me to experiment and create sonic identities.
 
It turned out that audio branding fascinates me even more than I imagined. Together with our VP Production team, we started collaborating with brands and got positive results. At some point, I asked myself, ‘How can I use this experience to enhance my game music composing?’
 
The answer was quite obvious; but first, let me tell you about the whole audio branding idea.
 
What is audio branding?
 
It is a brand's sonic image creation process, which answers the question, ‘how does the brand sound?’
 
It is an essential part of branding, just like visual identity development. The difference lies in the main instruments, which in this case are: music, sound, and voice.
 
Audio brand helps to:
•    Instantly capture the consumer's attention (sound is physically impossible to ignore).
•    Create the right association in the audience's mind.
•    Increase brand awareness and key message memorability.
•    Support the right mood during the Customer Journey.
•    Form the right image, correct the brand perception.
•    Create an additional differentiation point.
 
In the heart of each reliable audio brand, there's a thought-out audio DNA, an audio 'collage' or a complete track that embodies the brand's promise and values in the sonic form and determines how the brand's audio touch-points will sound.
 
And now time for the parallels
 
Nowadays, games are like products. Moreover, the market is overfilled with them. If teams and companies want to get the audience's attention and win their loyalty and, in the end, earn some money, they need to be sure that they use all the means and use them wisely.
 
And so it happens to be that game audio is one of the main product characteristics. So how does profound audio strengthen the game’s market position and win over generic music?
 
Let's look at a game soundtrack through the prism of audio branding.
 
We can easily see the main theme as an audio DNA. It helps to deliver the central idea and the key message to players. Also, it defines a set of tools, textures, harmonies, rhythm, and melodies for the rest of the game audio (other compositions and sound design).
 
Furthermore, you can use the audio DNA's harmonic and melodic part to create a leitmotif that will go through the whole game and make a powerful emotional connection with the player.
 
So what has changed
 
Once I started treating game audio and especially game music composing as an audio brand, I went on a whole new level.
 
Now I don't work without knowing 100% what the game is about. I study up every bit of information the developer has, the target audience, the competitors, and the market. But most importantly, I always ask about the big WHY behind the project.
 
This approach allowed me to compose more cohesive, emotionally filled, and powerful soundtracks. And I see how they resonate with the audience.
 
I have a good example from my own successful experience by working on FoxTail Lost. And I define success by reviews I get all the time from players who love this game’s music. They warm my heart and inspire me to continue creating the highest quality gaming experience for people.
 
Also, I’ve recently finished a ten piece soundtrack for the Haydee 2 game. Can’t wait to see what players will say about it! I have put many thoughts and effort into it, but that’s a whole other story. :)