5 Minutes with… Gordian Gleiß
From a guest room in France during the pandemic, 86Tales founder Gordian Gleiß envisioned a new kind of commercial music production company – one that marries creativity and commercial savvy while embracing the flexibility of remote work.
That vision became 86Tales, a company that has rapidly gained traction across Europe and beyond, thanks to its unique approach to storytelling through sound. In this interview, Gordian reflects on the origins of 86Tales, the creative power of working across borders, and his predictions for the evolving world of brand audio.
LBB> What inspired you to launch 86Tales and where did the name come from?
Gordian> During the pandemic, while working from my father's guest room in France, I saw an opportunity to create something different in commercial music production. '86' symbolises that pivotal moment when digital production began transforming music creation, while 'Tales' reflects our belief that every piece of audio tells a story. We started small but with a clear vision: to create music and audio that serves both commercial goals and artistic integrity.
LBB> You operate as a remote-first company with teams across Germany and France, what does this look like in practice and how do you maintain a sense of creativity and collaboration across teams?
Gordian> I've discovered that remote work actually enhances our creative output. For me personally, having the space for focused, uninterrupted production time is essential for quality work. Our teams across Europe each bring unique perspectives and specialties to our productions. While we're remote-first, we regularly come together for 'workations' – intensive periods where we share ideas, challenge each other, and build the relationships that make our remote collaboration so effective.
LBB> Your roster includes independent artists - how do you connect them to projects?
Gordian> It's about finding authentic alignment between artists and brands. We look beyond surface-level matches to find unexpected combinations that create something truly original. Our role is to understand both the artist's creative vision and the brand's objectives, then create the space for something magical to happen.
LBB> 86Tales acts as an audio partner and helps clients to push boundaries -- how collaboratively do you work with clients and how much do you have to convince them to embrace boldness and innovation?
Gordian> Trust and transparency are everything. We involve clients early in the production process, sharing our creative thinking and welcoming their input. This collaborative approach often leads to more ambitious ideas - because when clients understand our creative process, they become partners in pushing boundaries.
LBB> 86Tales has experienced rapid revenue growth in recent years. What are some of the biggest lessons or challenges you’ve encountered on this journey, and how have they shaped the company’s direction?
Gordian> Growth taught us to stay true to our core focus: creating exceptional music and audio. We're expanding thoughtfully, building a structure that allows us to maintain quality while scaling our impact. It's about growing without losing the agility and creativity that defined us from the start.
LBB> As we approach the end of the year, what are some of the biggest musical trends you've seen in commercials in 2024?
Gordian> We're seeing a real shift toward authenticity in commercial music. Brands are moving beyond generic soundtracks to create distinctive audio identities. There's also growing interest in original compositions that can evolve across different brand touchpoints.
LBB> And what do you anticipate to see more of in 2025?
Gordian> The future of commercial audio is about creating deeper connections. We're experimenting with ways to make brand audio more immersive and meaningful. Spatial audio will play a big role, but it's the emotional impact that really matters.
