June 2022

Laura comes from a classically trained background with a Masters in Composition from Trinity Laban. Having previously worked as Music Director and Music Supervisor she is key to the ever-developing roster of composers and musicians at Soho Music, London. She works across all areas of music supervision and has produced a number of award-winning campaigns for global brands such as O2, Nike, TikTok, McLaren & Coca-Cola…

MASA: It would be great to hear a bit about how your musical journey began? What path did your career then take to get you to the point of being General Manager of Music Supervision at Soho Music?  

LAURA: I started learning clarinet and piano at 12 years old which lead to playing in various classical ensembles, rock groups and jazz bands throughout my teens. I went on to do a music degree and masters in music composition and it was during the latter I started working at Soho Music. Founder Kate Young needed a music assistant (my first task was to alphabetize the CD racks) and I’ve been here ever since! Soho Music is constantly growing and evolving and my role has grown with the company.  

MASA: Can you tell us about your process of working with a client to find the perfect music for their project?

LAURA: Each job is so different but it always starts with listening. Not just listening to music, but listening to the ideas and creative expectations of everyone involved. Music is one of those things that most people love and have an opinion on, but it’s also incredibly subjective and can be difficult to put into words. As a music supervisor it’s always our job to take all those opinions and translate them into the perfect soundtrack.  

MASA: Do you have any recent syncs that were particularly special to you? 

LAURA: A special project for me was the recent O2 Priority ‘Here Comes Brighter’ campaign Soho Music worked on last summer. We were just emerging from 2 years of lockdowns and O2 wanted to celebrate the return to normal and getting back to music gigs, we created a bespoke re-record of The Five Stairstep’s classic ‘Ooh Child’ and being able to work with amazing British talent like Anne-Marie, Rudimental and House Gospel Choir on such a collaborative project was a great experience. 

MASA: What do you think are the most important aspects of outstanding music in advertising? 

LAURA: For me an outstanding advert is all about the relationship between the music and the visuals. You can license an outstanding track from an iconic artist or create something bespoke with the hottest up and coming artist, but if that music doesn’t fit with the creative then it’s unlikely to be an outstanding sync! 

MASA: How do you keep up to date with new music and artists?  What emerging artists are you listening to at the moment? 

LAURA: Playlists, playlists and more playlists! I’m always listening to music on the go, and between everyone in the Soho Music office sharing playlists of their favourite artists and discussing gigs there seems to be a never ending list of tracks and artists I’m trying to work through. At the moment I’m enjoying Marlon Williams, Tank and the Bangas, and Momma.. a good mix for summer!

MASA: How do you think a competition like The Music+Sound Awards impacts the industry?

LAURA: I think the Music+Sound Awards are a great platform for celebrating creative talent across the whole sync industry, whether it be supervision, composition, sound design, or production music, the awards are a great opportunity for teams to be recognized for their creative work.

MASA: What will you be looking for when judging? What makes a piece of work worthy of a Music+Sound Award?

LAURA: The best ads for me are always those where you just can’t imagine any other song working better on the finished ad. I’ll be looking for creativity and craft in music choices and for work where the music played an integral part in driving the narrative or communicating the key message.  

MASA: Enormous thanks, Laura, for giving your time here. Fantastic hearing about your work. It is invaluable to the Awards having talent such as yours on the panel.

Find out more about Soho Music Group HERE