Thinking in Sound: Ian Nagano on the Enduring Role of Music and Sound

Ian Nagano, born and raised in Tokyo, grew up listening to all kinds of music through his family. After learning to play drums at 12, he was constantly surrounded by music. From a young age he knew that he definitely wanted a job involving music, so he decided to pursue his dream as a music supervisor.

LBB> When you’re working on a new brief or project, what’s your typical starting point? How do you break it down and how do you like to generate your ideas or response? 

Ian> My starting point varies depending on the available materials and direction provided. If the film is already available or the music direction is pretty much fixed, I begin by immersing myself in the visuals and the given guidelines to understand the project’s tone, mood, and emotional arc. 

In cases where I have little to no initial material or direction, my approach involves more creative exploration which is always really fun. I start by thinking about the overall concept and target audience for example and keep the genre rather open since you never know what you might find.

LBB> Music and sound are in some ways the most collaborative and interactive forms of creativity - what are your thoughts on this? Do you prefer to work solo or with a gang - and what are some of your most memorable professional collaborations? 

Ian> I definitely prefer working with a gang. I love working with our team and with the talented composers we work with. Sharing ideas is definitely important for me, because everybody thinks differently and people might have an amazing idea that I wouldn’t have thought of on my own. I think different perspectives not only enhance the quality of our work but also makes the process more enjoyable and dynamic. 

LBB> As the advertising industry changes, how do you think the role of music and sound is changing with it?

Ian> I believe the role of music and sound design pretty much remains the same, as one of the most important elements. Music and sound can create emotions and a memorable connection with the audience in ways that visuals alone sometimes can’t achieve. I’d rather have something with sound than a silent film any day because sound adds a layer of depth and engagement. 

What has changed is the attention span of people, which means the music and sound needs to grab the listener’s attention immediately and maintain their interest throughout the ad. 

LBB> What’s the most satisfying part of your job and why? 

Ian> Seeing the end result of the hard work is always a great feeling. Usually it gives me a feeling that it was worth the hard work. Another satisfying aspect is hearing the positive reactions from both the team and the client. Knowing that our efforts have not only met but exceeded expectations is incredibly rewarding.

LBB> Who are your musical or audio heroes and why?

Ian> My hero would be Kanye West. This might be a very controversial answer nowadays and I obviously don’t support his views outside of his music, but when it comes to creating music or making anything creative, he is definitely a genius. He is never afraid to try new things and thinks outside the box. His ability to blend different genres and experiment with new sounds still amazes me to this day.

LBB> I guess the quality of the listening experience and the context that audiences listen to music/sound in has changed over the years. There’s the switch from analogue to digital and now we seem to be divided between bad-ass surround-sound immersive experiences and on-the-go, low quality sound (often the audio is competing with a million other distractions) - how does that factor into how you approach your work?

Ian> For us, it’s all about keeping up with these changes while still aiming for top-notch sound. We’re all about creating the best possible audio experience, whether that means crafting immersive soundscapes or making sure our music sounds great on any device. 

LBB> Outside of the music and sound world, what sort of art or topics really excite you and do you ever relate that back to music (e.g. history buffs who love music that can help you travel through time, gamers who love interactive sound design… I mean it really could be anything!!)

Ian> I’m definitely a movie fanatic and love to pay attention to the music and sound design when I watch a movie. For me, it’s fascinating how the right music can elevate a scene or evoke specific emotions, just like we aim to do with our own projects. I also enjoy watching behind-the-scenes content to understand the creative process of directors, film composers and sound designers. This passion for movies not only inspires my work but also keeps me constantly learning about various things. 

LBB> As we age, our ears change physically and our tastes evolve too, and life changes mean we don’t get to engage in our passions in the same intensity as in our youth - how has your relationship with sound and music changed over the years?

Ian> Back around 2012, I was really into EDM when Tomorrowland was huge and I always wanted to go there. I think everyone liked EDM back then. These days I don’t listen to EDM at all anymore. I do miss those days, but it doesn’t hit the same anymore like it used to. 

Other than that, my taste in music has probably stayed rather similar over the years.