The process of developing a sound identity involves defining the project’s needs, objectives, target audiences, and messages in order to create the most impactful music.

Our job is to focus onthe user experience and the emotions evoked by music in order to produce music that will resonate with our target audience. The music is created based on musical references. It is not a copy of the original tracks, but rather a new creation inspired by them.

The UIC World Congress High-Speed Rail film is the opening film of the International Union of Railways (UIC) congress. The conference focused on the right speed for high-speed rail. 

The emotions defined for the music in the film UIC HS 2023 convey:

commitment, power – human, accessible – spectacular – festive

The music recommendations for this project included:

 – 8 videos from the rail industry (benchmark)

 – 4 pieces of music evoking emotion, magic, and dreams (the director's first proposal)

– 4 songs with spectacular emotion

– 4 songs with a festive feel

By listening to and discussing these references, we were able to define the direction the original music should take and have it approved by the entire decision-making team (up to the CEO).

The film's opening is both powerful and serene: Ref#1 – Katy Perry – Daisies

The rhythm builds up in a lively, steady way: Ref#2 – Ed Sheeran – Bad Habits

The sound identity created after the recommendation was approved draws inspiration in part from these two tracks while adapting to the video’s narrative.

The process of creating a brief and making music recommendations is essential to the success of a project like this. These two key steps allow us to work together to define the desired emotional impact. They streamline the production process by helping us focus on the key concepts (emotions and values) related to the project and ensuring that everyone is moving in the same direction.