Call & Response: Matt Phenix

(6 min)

ELIAS Music has an impressive catalog of production music, but their long history of success in music for advertising and audio branding is where they’ve really made their name. We recently talked with Head of Production & Director of Audio Identity at ELIAS Matt Phenix about his work and what sets ELIAS apart in that department. But first we go down a little Drum & Bass rabbit hole.

Lab Notes (LN): If you had to boil your musical journey into one sentence, what would it be? (Run-on sentences accepted and encouraged.)

Matt Phenix (MP): I was raised by a drummer, started playing seriously at age 16, discovered I could make music on a computer at age 17, graduated from Berklee College of Music in 2012 with a degree in Electronic Production & Design, moved to NYC and found my position with Elias Music in the same year. I have been producing Custom Music & Audio Branding projects with Elias ever since. Even as a musician, I also have an over-active left brain, so I stepped into the music business & production side of things pretty naturally (with some on-the-job training from our excellent Business Affairs manager at the time). Lately, I've added DJing to my musical skillset to keep things interesting.

LN: On a recent call you mentioned how you’re big into Drum & Bass. For those new to the genre, how do you describe it? What does it mean to you and where should interested people start?

MP: You'll get a different answer to this from every Drum & Bass fan, because the genre really is as big and varied as music itself - it just happens to have a consistent tempo (174 bpm) and some shared sensibilities. The music grew out of a merging of dub/reggae with UK hardcore dance styles, and its foundation is the use of classic drum breaks from songs like The Winstons "Amen Brother" and Lyn Collins' "Think About It". It has held a consistent and devoted fanbase from its inception to the modern day, though never quite breaking through in the US with the mass success that Dubstep had (which I think most Drum & Bass fans are perfectly happy with). I can't tell you why the genre works for me, a lot of people find the tempo too fast, but it has so much variety that you can fall asleep to certain artists just as easily as you can rave to others. New listeners can check out my Drum & Bass Starter Pack playlist.

LN: As Head of Production & Director of Audio Identity for ELIAS Music, it sounds like you have to spin a lot of plates while staying creative. What does a day in the life of Matt Phenix look like at work?

MP: We have a great team here, so when I need a little coverage on something, I've got it. But you're right - typically it's an exercise in clearing space for different types of thought. Audio Branding work requires big-picture thinking, so I find ways to separate my creative/strategic tasks from my executional tasks throughout the day.

LN: ELIAS has worked with some prestigious clients to create memorable audio identities, including Columbia Pictures, American Express, Farmers Insurance, and the original audio signature for MTV. How do you and your team efficiently navigate through corporate-speak and buzzwords to find the “composer-friendly” sonic terms described in your 3-step process? Are there any consistent hurdles that you have to overcome?

MP: We have a number of tools to cut through subjectivity and get down to the core of the brand values we need to weave into a Mnemonic (short form audio logo) or Thematic (long form brand anthem). We use collaborative Audio MoodBoard concepting sessions, Key Stakeholder Interviews, and Brand Audit & Immersion Sessions to make sure we have heard firsthand from any team member who is going to be touching the final product. Typically, we get to work with great clients at the EVP or C level, who are truly invested in and articulate about their brand – so we don’t have to do too much “buzzword” swatting (though it happens). It’s really gratifying to see the heart of the creative & strategic goals for a project naturally come to light as we take our clients through the process.

LN: What is your favorite part about being involved in the creation of a company’s new audio identity? Have there been any big surprises in terms of direction or projects that you’re particularly proud of?

MP: Audio Branding work is incredibly rewarding because it is like reverse nuclear fission. You can spend anywhere from 2 to 12 months exhaustively learning all of the emotional DNA and strategic goals of a brand, and then you get to encapsulate it within 2 to 7 seconds of audio. It describes an entire brand personality, history, positioning and promise within a very small package. Sometimes people are dubious that the process actually works; but we've seen it succeed enough times that I stand behind it firmly. Some of my favorite projects are still NDA'd, but we did just finish a comprehensive Audio Identity System for American Airlines that is really thorough and great work. It is being rolled out in stages due to COVID delays.

You can spend anywhere from 2 to 12 months exhaustively learning all of the emotional DNA and strategic goals of a brand, and then you get to encapsulate it within 2 to 7 seconds of audio.

LN: What makes the custom and audio identity services of ELIAS stand out from the competition?

MP: It's our heritage. There are many good shops out there doing what we do, but we were the first to have a process, and most others follow a similar pattern to what we created.

LN: What do you do when you’re not creating music at work?

MP: DJing or mountain biking!

LN: If you were trapped on a desert island, what 5 albums could you not live without?

MP: Only 5? I did an exercise like this a few years back in which I asked all my friends to send me their top 5 songs. They hated it as much as I hate this now, but here you go:

Calibre - Even If

Moby - Play

Black Star - Mos Def & Talib Kweli are Black Star

Ronnie Earl & the Broadcasters - Blues Guitar Virtuoso Live in Europe

311 - Soundsystem (the music of our pre-teens will never leave us)

I’m obviously not trying to be “cool” with this list – the music from our youth just forms the biggest bond, and is what I’d probably miss the most on a desert island.

LN: What are three things about you that wouldn’t want left out of your Wikipedia page?

MP:

Once recorded Ian McKellen
Loves Drum & Bass
Currently single