Formally trained as a sound engineer with over 20 years’ experience in live sound, studio recording, music production, jingle composition and post-production, Louis is perhaps most importantly, damn passionate about making the industry and the business of sound better. Louis has been steering the Produce ship since 2004 and in the meantime countless sound companies, audio suites, boutiques, in-house sound teams or just kiff guys with laptops and microphones in their garages, have popped up all over the place. In short, the industry has become saturated with ‘sound engineers’– so how do you differentiate yourself?
Louis: ‘At Produce, we’ve always been focused on offering advanced audio solutions. We are not just button pushers, we are Audio Creatives. We’ve always offered more, but now we have fully evolved and it’s officially time to relaunch as an Audio Agency.’
iDidTht: ‘Congratulations, but we can already hear agency peeps gathering their pitchforks. Are you out to steal their clients?’
Louis: ‘Haha, not at all. We’re not after their clients and we don’t want to steal any brands from anyone. We sell creative sound solutions to them. You’re the agency, you connect with the client, you’ve done the research, you know the history, you know the strategy and then you write the script. What we’re now offering is for you to brief us earlier and let us in on your content creation process. Produce then offers you a treatment on what we can create for your script, whether it’s going to live on radio, TV or online. Think of it as the same way a Director treats a script – and we won’t charge you anything extra! That’s what we mean by relaunching as an Audio Agency – we’re solutions driven instead of just being button pushers.’
iDidTht: ‘So you’re kind of like the agency’s agency?’
Louis: ‘Yeah, I like that.’
iDidTht: ‘This seems like a lot of extra work for no extra money. Why on earth are you offering this?
Louis: ‘We’ve actually always offered this but we are now really pushing Advertising Creatives to take full advantage of it. In the end we want to create better work and this is how you do it.‘