Tuning Into the Creative Power of Music with MassiveMusic’s James Goatman

In a landscape where production timelines are tight and creative decisions can move at breakneck speed, the intimate relationship between music and storytelling often goes unspoken. Enter 'Sound//Mind' — a new podcast series from MassiveMusic that aims to change that. Co-created by the company's music producer James Goatman and senior creative development manager Hannah Crawford, the series dives into candid, joy-filled conversations with some of the UK’s most iconic and emerging directing voices. It explores the emotional, often unfiltered, role that music plays in their process — from first spark to final cut.

We caught up with James to hear more about the inspiration behind the show, why now is the perfect moment for this kind of dialogue, and what surprised him most in these audio deep-dives into the creative mind.

LBB> Why was now the right time to launch 'Sound//Mind' -- what sparked this project?

James> Through chats between Hannah and I, we realised that there was a really interesting conversation to be had between directors, who are developing great ideas, and ourselves, who make and source the music that builds on those ideas, that isn’t necessarily being discussed publicly. Work can move really quickly in this industry, and sometimes the boundaries and speed can overshadow the inspiration and quality of the work that’s actually being made. We want to shine a light on that and show that these stories do come from a place of genuine inspiration, and the connection between music and visuals is an essential part of that, with originality and a love for the craft at the core. We also love music and want to talk about it all the time.

LBB> What do you hope 'Sound//Mind' achieves, both for listeners and within the broader creative and production community?

James> We hope this will shed some light on the joyfulness of the process of bringing music and picture together to communicate a message. There is a lot of enjoyment to be had in this field, and what we do is actually amazing. Music can bring life to work, and to bring the subject out into the open from the voices of the directors, who originate ideas, can remind us of how brilliant this process can be.

At times, music can be treated as an afterthought at the end of the project, but in many cases, that can be a missed opportunity to bring much more life into the work. By having this conversation, we aim to shift that by always making music a core principle. We want to do brilliant work; that’s why we’re here!

LBB> Why do you think audio is such a powerful (and perhaps undervalued) format for sharing these kinds of insights?

James> We’re in a time where listening to informal conversations can be really refreshing amidst the noise (many even find podcasts very soothing). It’s how a lot of people are absorbing information and opinions, as opposed to more conventional news outlets.

At the core of the show, the people we bring as guests are passionate, and music is something that we all can relate to. So, listening to some of the UK’s greatest storytellers muse about their influences and favourite stories has been really nourishing amidst an industry that is often working in overdrive with no real analysis of the impact we are culturally causing on society, sometimes in real-time.

LBB> You've brought together some of the most iconic and emerging voices in directing -- what kinds of conversations or revelations surprised you most during the series?

James> Each conversation we’ve had has been a treasure trove of insight into each director’s practice. What’s so interesting is just how much music forms the base of ideas for all of them, and how much it can complete work in a way that, oftentimes, no one expects. It’s the emotional layer that binds on-screen stories together, and it’s surprising just how much each director has such an intimate and unique relationship with that. We all have a personal connection to music, and what’s been so inspiring about speaking with these talented directors is that they operate in a world where their personal taste is poured into their work constantly. Hearing how they access that in their own way through music has been a special experience.

LBB> From ads to music videos to longform storytelling, how do you see the relationship between sound and picture evolving -- especially in a landscape increasingly influenced by AI and automation?

James> This is a great question. The opportunity that AI and new technologies pose is huge. It’s allowing us to develop work in new and exciting ways, and there’s so much to be said for the growing relationship between artist and technology.

With music specifically, the recent history of production is a story of rapid advancement. We’ve gone from gatekept record deals and expensive studio time to being able to produce and distribute an album on a laptop in just a few years. Does this change things? Of course. But it’s also allowed an entire generation of musicians to be heard. When the boundaries change, there’s always a shift. But the ability to create new ideas and work with tools that can help turn inspiration into practice aren’t something to be afraid of. The varied and colourful careers of the directors on 'Sound//Mind' are testament to that.

The relationship between sound and picture has never been an exact or limited science — you can’t always plan it perfectly, and that’s the beauty of it. Anyone involved in creative production will know that it’s so often the unexpected sparks that create the magic. Placing the emphasis on this growing technology being able to assist creators in their efforts to bring work to life is an exciting prospect. We just need to make sure that we’re not replacing artists and creators, as that isn’t going to get us anywhere in producing great work. If you take away raw creativity, you’re not really left with anything good or human.

LBB> The first episode kicks off with Vaughan Arnell -- what made him the perfect guest to launch with, and how does his approach embody what 'Sound//Mind' is all about?

James> Vaughan is an absolute legend in this game. He’s worked with some of the biggest names out there. Who wouldn’t want to sit in a room and chat with the person who directed some of the most legendary ads and music videos in history!? But in truth, Vaughan has an amazing insight into the power of sound to tell stories. It’s built into the fabric of his work, and, as he mentions in the show, he understands that it’s music that can really elevate a piece of work beyond just a paid campaign — it can provide the stroke of genius that makes something sing.

His career is testament to what we at MassiveMusic believe to be true: when you prioritise the importance of music in storytelling, you open up a whole world of opportunity.

Listen to the latest episode in the series with new-land director Libby Burke Wilde on Spotify or Apple.