Massive Music
Role
Composer, Intern
Responsibilities
Music Composition, Recording Engineering, Sound Design, Music Production
Team
2 Creative Directors, 1 Music Producer,
Problem
Brands needed distinctive, emotionally compelling soundscapes that aligned with their visual identity and target audience. The challenge for Citibank was to balance creativity with commercial appeal, ensuring music was impactful, adaptable, and effective in diverse markets. Additionally, integrating data-driven insights into music production was an emerging approach, requiring innovative workflows.
UX Research
We conducted 20 user interviews to discover needs, frustrations and pain points that keep people from taking environmental action.
Data-Driven Composition
Leveraged audience insights and trend analysis to craft music that resonated with target demographics.
Designed adaptive soundtracks optimized for different platforms, regions, and audience preferences.
Cross-Platform Execution & Innovation
Produced music for TV, digital ads, and experiential campaigns, ensuring cohesion across multiple media channels.
Strategic Sound Branding
Collaborated closely with creative directors, marketing teams, and clients to develop sonic branding strategies tailored to each brand’s identity.
Composed custom music scores, ensuring alignment with brand values and campaign objectives.
Impact
Enhanced brand recognition through impactful sonic branding strategies.
Contributed to the success of high-profile advertising campaigns for Fortune 500 brands.
Explored the intersection of music, data, and AI, pioneering new approaches to commercial sound design.
Key Takeaways
My time at Massive Music reinforced my ability to blend creativity with strategic thinking, ensuring music was not just an artistic output but a data-informed brand asset. This experience shaped my expertise in designing immersive, emotionally engaging user experiences, a skill I now apply in UX, AI-enhanced design, and product innovation.