Interview with Max M. Svendsen
With the overload of sensory data consumers experience in the information age, creating a strong and memorable brand identity isn't easy. Today, brands must consider all 5 senses.
Max M. Svedsen, a sound designer, composer and producer based in Berlin, uses sound to bring a brand's vision to life and strengthen its identity in the eyes of consumers. Max's diverse clientbase includes high-end fashion brand Bontoni, RedBull and the Mall of Qatar.
Max's versatility, relentless creativity and highly technical background allows him to score a variety of media and cater to each brand's specific needs.
Check out our exclusive Q&A session with Max:
How long does it takes to produce an audio brand?
Once you have established in which direction you would like to go the process itself is not long, however, it doesn’t end after the first creation. Auto branding needs to be consistent, and it needs to be consistent throughout the various campaigns. As it exists to strengthen and enhance the values and characteristics of the given brand. We assume that these values don’t change every couple of months. You can’t go all classic, all smooth once, and then do something completely different next. So it's not a one-time process, but it’s a process that extends over time.
What is the most important step in the audio branding process?
There are various processes but first, we must analyse what auto branding is. The goal of auto branding is to increase the media efficiency, emotionalise the brand, give it a sonic identity, and distinguish it from the other brands and competitors. It’s the brand audit and it’s the most important step because it's where you analyse the strengths and the weaknesses of the brand, the competitors and the previous marketing strategies. Everything about the brand is analysed. From there you decide what you do, how you do it and at this point, the auto branding campaign can begin.
Giants like Daimler and Bmw Group are second movers in the electric car industry. Do you think they will catch up with Tesla and surpass it?
Daimler and BMW definitely have the numbers, the skills, the technics to catch up with Tesla, but that’s only half of the game. What Tesla has is Elon Musk, he's a very charismatic CEO, he’s active and in the trenches all the time. He’s something that people like. People want to identify themselves as part of the brand and the products that they buy. By buying Tesla they are buying a piece of Elon Musk, and that’s the unique thing they offer to the customers. I don’t think that Daimler and BMW will be able to offer that any time soon.
Where do you get your inspiration from?
I’m a bit torn on inspiration because I think that you can bend it to your will. But when I have the luxury to wait on inspiration I think I have some kind of database of melodies, ideas, drum patterns and some virtual sketches within me and they sometimes get triggered by something I hear, something I think or something someone says. Or simply it comes from experiences. But mostly I think its this pool of ideas I have that sometimes get triggered.
Hey Max impressive! Where can I find your productions? Cool name Maguera!
You can find my music as Maguera on Soundcloud, Spotify, iTunes, Beatport, Pandora and Facebook. Just type in 'Maguera' and it should come up! Let me know what you think!
Why you called your artist alter ego maguera and what exactly is downtempo?
Maguera was given to me as a nickname from one of my best friends. It stuck and now I carry it with me. Downtempo is a subgenre of electronic music that’s slower pasted than house and techno. It between 80 -105 VPM. It has some jazz influences, hip-hop and various genres.
Your 3 favourite albums at the time?