Case study: soundtrack production for Hogan, “The club”

Soundtrack production by LmK Music Production for Hogan’s new video clip – The making of

Production info

Client:

Hogan

Hogan and sneakers are inseparable: the brand is among the top designers in the production of footwear chic, dynamic and comfortable. Do not be fooled by the name xenophilous: Hogan belongs to the group Tod’s and is one of the most representative brand of Made in Italy is synonymous with quality, excellence of materials and design. The first model made ​​in 1986, inspired sneakers from the trunk to the world of cricket. The iconic Interactive came into being in 1997 and is still the most popular production, symbol of formal elegance.  

Product: 

Hogan club

A place where talent and creativity embrace sophisticated glamour, and elegance rhymes with originality; where unconventional is chic and luxury has never looked so easy. Get ready to be inspired. Be part of it…Join the Hogan Club!

Work type: 

soundtrack creation for the Hogan Club’s promotional video.

Artistic requirements:

The Club is day & night, work and leisure, cool places and unique experiences: a community where talented people express themselves with the right mood: convey this concept of lifestyle, and show how this style and attitude can be a real “state of mind” of their own.

Read the making of
Take a look at the completed work

Production outcome

Read the making of

Making of

The Hogan Club is an urban chic reality: young, energetic and trendy.

To give this feeling, we have chosen these features:

  • Minimal Hard Rock orchestration
    Drums, distorted guitar and electric bass. The sounds are blunt and incisive, well suited to these emotional tones and the channels this commercial is targeted to (Internet & Mobile devices)
  • Discreet but energetic composition style
    Moderate time, solid but not aggressive rhythm, well-marked accents. With a little bit of fantasy, we can almost say this is the equivalent of a proud walk.

Very important: this soundtrack will be created directly upon the mute footage. In order to perfectly synchronize with the action.

Preview #1

Presentation of the first idea by LMK Music Production

This version was created on the same day of the brief’s delivery.

These sounds, even though being quite nice, are placeholders supposed to give just an idea of the musical proposal: if accepted, we will refine them until the required quality is fit for delivery.

A nice Hard Rock with a taste of early Van Halen, with excellent video sync.

Time and structure are ok, but the phrasing is a little bit too heavy for what we need.

Preview #2

Idea accepted, but they need some changes

This version has been delivered shortly after receiving feedback about the first one.

The phrasing of the previous preview has been moved to a higher pitch, and the composition has been continued with the creation of intro and outro.

Version accepted: we can proceed further with the production.

Preview #3

Modifications are applied with success: it’s time to start with the sound design

This version has been created as preview of this soundtrack’s final sound.

Version accepted: we can now proceed with the soundtrack finalization.

In total (including the time spent waiting for feedback), this production lasted for about 3 days.

Take a look at the completed work
Go to the portfolio
Our soundtrack production service
Making of: Pagani Zonda R demonstration videoWhy Mp3 is good, or: how I learned to stop worrying and love the lossy audio...