MERCADEO Versión en español
Juan Felipe Valencia of Tono Studio: The music has to express what the creative wants to communicate
28 de septiembre de 2012
Valencia: Creo que la música siempre a tenido gran importancia dentro de la publicidad
For Juan Felipe Valencia, sound designer/mixer at the audio postproduction company Tono Studios in California, music has always had great importance in advertising.Besides being a sound engineer, Valencia is dedicated to music and belongs to a generation of Hispanics who treasure their roots and seek to transform from the inside out the mentality of the society around them by raising awareness of the riches that other cultures have to offer.I believe music has always been tremendously important in advertising. Though you no longer hear much of the famous jingle, which in its time worked hard for the brand or product, music can still be an element that rounds out and completes a spot – or conversely, something that weakens its impact on the public. I love it when music is a really important part of the commercial, Valencia told PRODU.As a composer, he thinks that what music has to do is express what the creative wants to communicate. Fortunately, I work with agencies that have come to trust my standards and encourage me to add my own voice to what they want to communicate. It helps when the result is a collaboration of savvy professionals doing what they know how to do, he said.Valencias presence at Tono Studios gives clients a new musicalization service and further boosts its reputation as a postproduction house that takes pains to provide work of the finest quality.
