MassiveMusic Launches Sound//Mind Podcast

MassiveMusic introduces new podcast 'Sound//Mind' that dives into the intersection of sound and storytelling through conversations with some of the best music directors and creatives in the industry.

Launching globally on Tuesday, May 6th, 2025, Sound//Mind is the latest podcast series from MassiveMusic London. Hosted by James Goatman (music producer) and Hannah Crawford (creative development manager), the show delves into the intersection of sound and storytelling through candid conversations between moving image directors and the music creatives responsible for producing the soundtracks to their work.

Check it out here. 

James Goatman said, "The idea of bringing together a podcast was first born out of conversations we were having in the London office. What are the building blocks of telling a story, how does music come into that and where does that inspiration come from? These are the questions we’ve been trying to get to the bottom of in this podcast.

"We wanted to pick the brains of some of the best directors in the business - the people who are dealing with the creative ideas that breed musical inspiration, and delve into how music works within their process to breathe life into work.

"From that point to now, we’ve sat down with some remarkable directors for this opening series whose disciplines stretch across ad campaigns, music videos and longer form films - each with their own unique perspective towards storytelling. Throughout the series, we get into the weeds of how brilliant work is conceptualised, and what it is about music and moving-image that creates the magic we’re all seeking.

"Through having these conversations, we’re discovering that in many cases it’s music that plays a foundational role in the forming of an idea, and in other cases, it’s the piece that brings the idea to fruition. It’s a gateway within which inspiration can flow.

"Music holds a special place in all of these directors’ lives. Oftentimes, it’s been the starting point for their careers - many of the directors we have spoken to started out directing music videos. It’s no coincidence that the practise of direction and moving-image in a person’s career often starts with musical ideas. Music tells a story in a thousand different ways.

"Although we may be approaching an age of AI-adjacent creative work, the foundation of storytelling is something that requires a specific angle and personality to be effective. It requires true inspiration, a personal approach to music, and a knowledge of how it moves people. When we speak in each episode about the power of advertising and the influence of the work that these directors have created, we seem to always be speaking about the power that the music holds, as much as the overall influence of the films. It comes hand-in-hand.

"We cover a lot of ground in the different episodes. From unexpected stories with celebrities on set, to philosophical questions around the future of music culture. We’ve interviewed directors whose names carry legendary status, and some talents that are reaching the peak of their practise."

For the first episode, James and Hannah sit down with one of the UK’s most prolific and iconic directors, Vaughan Arnell. Vaughan has directed creative work that informed the nineties and noughties zeitgeist for artists including Robbie Williams, Spice Girls, George Michael, All Saints and Jamiroquai, alongside timeless ads that are still referenced to this day. Music is intertwined with his repertoire as a director, and in some cases, his musical choices to picture have ensured number one hits.

Each director in Sound//Mind offers a rare glimpse into their creative process - revealing how personal musical influences shape the tone, emotion, and impact of their work. These conversations pull back the curtain on some of the most compelling productions in recent years, illuminating the often unseen, yet deeply intuitive role music plays in bringing powerful stories to life. Through their reflections, the series captures not just the mechanics of direction, but the soul of collaboration between sound and picture.

The show has become a fun yet honest testament to the power of music and moving image working in harmony - revealing just how vital that relationship is in communicating ideas that leave a lasting impact on culture, and how valuable the people who pursue that kind of magic really are.

Check out a playlist curated by the very first guest, Vaughan Arnell, to compliment the episode here.