Music connects past and present. How do you blend heritage with modern creativity in your projects?

There are so many ways to express this with sound. You know, we weave heritage into the present through melodies, mixing styles, even just the textures of sound design. We feel that every note carries memory.

You can almost hear what someone grew up with, what they absorbed in the past, morphing into something new. That’s the balance we look for on every project.

I love that idea of memory in sound. Can you share an example of APAC music bringing unique authenticity to a brand or campaign?

Yeah, this ties right into that past-and-present idea. One that stands out is a Nike spot where we were asked to create a three-minute musical journey through Japanese history, over a thousand years, ending in the present day.

We researched instruments, melodies, rhythms from each era, then wove them into one continuous storyline that matched the vision the team had. That’s what gave it authenticity. It wasn’t generic. It was rooted in the region.

That sounds epic. How do you see APAC music and sound design evolving over the next few years?

Honestly, I see a lot more artists really representing their roots. In the past it felt like they were chasing a certain sound just to be “relevant,” right? But now it’s about pride. Where they come from, what makes their sound unique. And you can hear this mash-up of cultures and influences all over the region.

Plus, with tech making collaboration across borders so easy, that mix is only going to get richer.

So true. Beyond branding, how do you see music serving as a cultural bridge between communities in Asia and audiences worldwide?

You know what, I think music connects people faster than language ever could. You don’t need to speak the same words. If you feel the same groove, the same rhythm, you’re already connected. At the end of the day, sound is just vibration.

“I think music connects people faster than language ever could... If you feel the same groove, the same rhythm, you’re already connected.”

Add culture, though, and suddenly it carries weight. It means something. That’s the bridge. And the more artists here collaborate, the stronger that bridge gets.

I like that. Let’s talk practical. For brands, what’s your advice on using sound to tell stories that resonate both locally and globally?

First thing, bring sound in early, right at the start of the brief. It sparks ideas, it doesn’t just finish them. Don’t just decorate with sound. Use it with intention, to lift the brand and the story. Anchor the track in one truthful local motif — maybe it’s an instrument, maybe it’s a rhythm, maybe even just a field recording. Then build the global mix around it.

And don’t just test if people remember it. Ask how it makes them feel. Build in layers too, so you can adjust for each market without losing the core.

That’s gold. Last one. What’s the APAC track or sound you’ve been playing on repeat lately?

Ha, getting ready for One Asia in Seoul, I’ve been diving into a lot more Korean music. And no, not just K-Pop! I’ve also been obsessed with city soundscapes. Every city has its own rhythm, its own pulse, its own hidden melody. Absolutely fascinating.