Today we’re talking about sonic strategy, direction and deliverables with Audio Director Dani Valkova. We touch on the power of audio to connect people, dive into segmentation and personalization, talk about AI as a tool to help get work done faster, and we learn that silence can be one of the most powerful tools to use in the audio arsenal.
“Make The Most Impactful Project Possible”
Dani Valkova is an audio director, sound designer, and composer who is passionate about working with immersive audio to elevate narratives and brands. She specializes in Audio Direction and Strategic Composition for linear and interactive media. Dani has worked with an insane amount of heavy-weight brands and companies, and she’s here to talk about audio direction – what it is, what she does, and how the right audio direction in a project can be the difference between “meh” and memorable.
Balancing Creativity, Technical Direction, and Leadership
An audio director has to have different perspectives on a project, but ultimately needs to keep everyone on the team focused on delivering a project that has the maximum impact given the time and budget constraints of the client. According to Dani, you have to be,” a translator, or conduit. We’re trying to achieve a cohesive strategy from start of the brief all the way through. Understanding the client needs from the start and then translating that into goals and how does audio play a role in that,” is key to the role Audio Directors play in the process. What platform the project is going to be used and what does it need as far as audio requirements, what are the technical requirements, all these need to be carefully balanced to create the most impactful final product for a client that may not always be fully aware of the ways sound design and audio can enhance their businesses or brand’s message.
There’s no secret formula for a successful project because they are all so different, it’s just not possible to have a one-size-fits-all approach. However, there are some things that can make the difference between success and failure. “How can we align with success from the get-go, and what do we need to avoid?” are key pieces, Dani says. “If I had to boil it down, there are a couple of broad elements, but right user experience, right platform, at the right time. The what, the where, then when – what is missing is the ‘why.’ Have clear goals on what you want to achieve, and how you’re going to measure it. Understand what are the driving motivations for the audience, where are they located, how are they connected to larger networks.”
Crossing the finish line from brief to finished project takes empathy and leadership, a subject Dani is both experienced in and passionate about. “Leadership is not reserved for business schools, ” she says, “it’s inherent to us all. We can lean on it in many different situations. You take action through empathy…leadership is nothing if it doesn’t result in some action.”
References & Resources
Dani Valkova – https://www.linkedin.com/in/danivalkova/
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