It’s an age-old story — musicians don’t make money. Sure, there are the famous ones, but they are 1 in a million. For every Kanye West there are tens of thousands of talented producers that aren’t as lucky. Before the digital age, you only had a few options as a musician (or any type of artist). Now, any musician, anywhere in the world has the chance to get noticed for their work. Selling it, however — well that’s a different story. That’s where Sonoiz comes in. They’ve created a platform for musicians to upload beats, samples, and loops for people to easily browse and purchase. They’ve connected the dots between the creators and the consumers.
Sonoiz is a cool company. They work with hip, young musicians, and sell to people looking for music to use that isn’t stale. In other words, their explainer video had to hit the right notes (no pun intended) and make a lasting, genuine impression from the first second. The last thing you want to do when working with a hip company is deliver a video that feels like it was made to sell something boring like medicine or soap.
One thing you learn in advertising is that today’s young people don’t like being sold. They want to be talked to and shown what something is and how it works, but they don’t want to be pushed. We took this into account while making this explainer video for Sonoiz. We broke the mold and went for a different angle, like with skipping the voiceover entirely. Instead, we tell a sincere story that hits home for musicians and producers trying to make ends meet. You see the passion, the struggle, and the hard work even as the bank account dwindles. And then we introduce Sonoiz as a legitimate option to get paid for what the producer has put so much love and work into. The result feels more like a story with a happy ending than a product pitch.
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Animation production: Yans Media
Style: 2d motion graphics
Creative Direction: Tigran Movsisyan
Story Board&Illustration: Anet Hovhannisyan, Gayane Hakobian
Motion Graphics: Gayane Hakobian, Tigran Movsisyan