You’ve heard it before: “good work rises to the top.” While that’s sometimes true, a more accurate slogan for the world of trailer audio might be: Good work rises to the top… when it’s not buried in your client’s email.
When it comes to sharing new compositions with clients, New Release Playlists are the industry standard. But they’re also limiting. Editors, producers, and music supervisors often choose a cue under extreme duress; and while that playlist you shared six months ago might be a perfect fit, it’s likely buried in an unorganized desktop folder or email inbox with hundreds of playlists from hundreds of vendors like yourself. In other words, when the rubber meets the road, clients often don’t have time to go through the endless ocean of accumulated audio to find your shiny pearl.
So then, how can we make an impression and remain top of mind when the next fire drill hits? How can we share our sounds in a more efficient and effective way, so that our best work never gets lost in the shuffle?
About a year ago, Sencit Music began moving away from traditional New Release Playlists and toward a concept we call “packets.” Packets are carefully curated collections of songs and sound design to help clients find their signature sound for a trailer or campaign. Every polished cue comes with a “toolkit” of complimentary audio (sound design, trailerization layers, transitional hits, etc… ) that can be customized across a variety of formats and genres. In effect, we are creating client-friendly rabbit holes for trailer creatives to explore in a timely fashion. If a client knows exactly what they’re looking for, the packet presents a more direct path to finding it. If the client is still searching for a vibe or direction, the packet functions like a music supervisor, helping clients create a palette and hone-in on a vision that feels right for the project at hand.
There are a number of added benefits to presenting audio this way. First, it allows editors to play around with the modular pieces of audio to create a singular sonic identity for their trailer or spot. Second, it gives clients and potential clients a window into Sencit’s creative process; how we work with and think about trailer audio within a specific piece of marketing and across an entire campaign. But most importantly, the packet forms a collaborative relationship between Sencit and the client from jump. No project orders or creative kickoff meetings necessary -- from the moment an editor clicks on a packet he’s immersed in a world of possibilities curated to complete his vision.
Packets have been a real game changer for us and our clients. To see if sharing music this way could work for you and your business, check out sencit.net where you’ll find plenty of packets to sample and explore. Let us know what you think!