Sound plays a huge role in the success of a TikTok video, which can spark global trends and inspire creativity among other users. For many advertisers, creating a custom sound for their brand campaigns can help to improve brand recall and inspire community participation.
Our TikTok Marketing Partners program connects brands with trusted Sound partners who can help them leverage the unique potential of TikTok's sound-on environment at scale. One such partner is Fuse Adventures in Audio, a leading music agency for brands and advertising agencies in APAC, led by Colin Pereira. Fuse works exclusively with world-class music composers from around the globe, and has been awarded the prestigious D&AD Award, Cannes Lions, and many others.
In this Composer Spotlight, we sit down with Fuse's Brad Thomas Ackley, a 2022 Grammy award winner based in the USA, and a winner of Spotify's Best Global Music album as a producer, mixer, and musician for music royalty, Angelique Kidjo. Brad and Fuse work with brands to create custom and branded music for ad campaigns and hashtag challenges. We chatted with Brad about his music journey, how the TikTok community has inspired his music, and his advice for budding composers.
How did your music journey begin?
When I was growing up my parents only had four records to listen to, so I chose two that I really loved and played them on repeat. One was Michael Jackson's 'Thriller' and the other was '2001: A Space Odyssey.' Looking back I can attribute most of my musical choices to both of those records.
My dad plays piano and my brother had a guitar at one point but I never thought I would learn to play an instrument. Then when I was 15, my best friend Cliff started playing guitar and I was hooked. I had him show me everything he knew. I probably should have paid for half of his guitar lessons. Soon after, Cliff and I started a punk band with kids in the neighborhood.
We played high school parties and I realized this was worth pursuing more seriously. I went to Berklee College of Music after that, studying guitar with a major in Music Production and Engineering. Then I moved to Hollywood and got involved. I didn't know anyone there, so I was basically cold-calling people until someone took a chance on me.
How has the TikTok community inspired your music?
TikTok has everything. That's what makes it great. I'm always amazed by the creative ways people incorporate music into their videos—it can give a whole new meaning to a song or moment. I love the unexpected or quick transitional videos. With a shortened attention span, we don't have much time to get the point across, but that limitation is great for creativity. It's inspired me to be super efficient and try some unexpected things.
Music is language, so I'm very aware of any musical codes that could or should be included. Choosing the wrong bass sound or lead instrument could miss the point entirely. I try to make sure I don't leave anything in there that can distract from the main focus. TikTok has also inspired me to use more quick cuts. If you only write music on its own without visuals you may never try doing hard edits in your music. Even though it might be jarring at first, it can also be quite refreshing and really make a piece stand out. You also get used to having odd-numbered bars and odd meter changes in your music, which can be quite fun.
TikTok has everything. That's what makes it great. I'm always amazed by the creative ways people incorporate music into their videos—it can give a whole new meaning to a song or moment.
You recently created a branded sound with PureGold that became a resounding success. Tell us more about your thought process and inspiration behind creating the jingle.
For PureGold the goal was to be memorable, danceable, and fun. The challenge was to use their stinger and incorporate the words 'PureGold' and 'Panalo' in a creative way. Although it might seem simple at first, it's pretty challenging to do that in only 15 seconds.
I listened to the music direction and references from Fuse, given to me for their tempo, style and intention. I then came up with a rough starting tempo. Then I moved the tempo up and down while I mumbled the lyrics and some melodies to myself. The words are a rhythm element and they always dictate the final groove, hook and flow. If my tempo was too fast, I'd notice the lyrics wouldn't be clear. If too slow, I'd feel the fun disappear. I always make note of what my first ideas are, so I sang those down and then moved on to recording the stinger at the end.
I came up with a couple of options for the hook and I listened back noting the best ones. I needed to make sure that the hook was short enough to repeat and to be memorable. Then I filled in any musical instrument parts and sounds around the hook and adjusted the drumbeat to support the hook. I then added in the intro and transition sound effects for energy and re-recorded the vocals. When I record sounds or program things, I mix as I go so I always have a finished sound to build upon.
Once my head is nodding to the groove I know I'm in the right spot. I'll listen at a low volume to make sure that the hook and writing are doing the work. Once I was done, I sent it to Fuse for feedback and we touched up anything that was loose. Most of the time my initial ideas are the ones that get used, so I make sure I keep that first vocal memo handy in case the original idea gets lost along the way.
We heard you recently won a Grammy award for the Best Global Music album as a producer, mixer, and musician for music royalty, Angelique Kidjo. Congratulations! How did that feel?
It feels great! I'm honored to be a part of it. There are so many wonderful guest artists and musicians on that record. Its message is about making a positive impact and celebrating life and love. Winning a Grammy was always a dream and I'm incredibly thankful for the opportunities I've been given to create, collaborate, and grow.
Each project is a chance to learn something new about myself and I've been fortunate to cross paths with some amazing people. I was introduced to Angelique by my longtime friend and French artist -M- aka Matthieu Chedid. He had asked me to join them on a song called 'Mycelium.' Once we had finished, Angelique told me she liked how I approached mixing her voice and thought I'd be good to mix the last two tracks for the album called 'Choose Love' and 'Omon Oba.' I never imagined winning anything like this and I was just happy to be a part of the musical journey. I'm definitely thankful!
What's the process behind making a custom sound with your team at Fuse Audios?
Colin and the Fuse team are fantastic! I've been working with them for about seven years now, so we know each other pretty well—we're like family! They'll start by rounding up as much info as they can about the job from the client and video director, then they'll send me a roadmap brief with some music references and creative input.
We'll talk about life and things outside of the project (crucial!) while also going over the notes. Within the next day I'll send out a rough draft along with some options and work closely with them to make sure we're hitting all the right points.
For each project, I'm tasked with writing, arranging, performing, recording, producing, and mixing whatever they need or I come up with. Sometimes that includes singing and writing lyrics too. Over the last seven years I think we've done almost every style of music you can think of! We'll make revisions before sending it out to the clients. Our goal is to always end up with something creative, unique, memorable, and easy to connect with. Each one is an adventure!
What advice would you give to budding composers?
Learn as much as you can and trust your instincts. Your instincts will be the sound of your voice. Learn to play as many instruments as you can and learn to record yourself. If you don't know how to sing, just start. You can do so much with just a voice and a microphone. Give yourself time and have fun.
Be curious and respectful of others. Honor traditions but do something new. Be fun to hang out with. Listen to as much music as you can. Be open minded but know who you are. Don't compete or judge, just be you. Nobody can be you better than you. Don't be too hard on yourself. Play music with others live on stage—you can learn faster when you don't have a chance to redo things. Get away from your computer and instrument and go live life, give yourself some stories to tell.
