Storytelling is an art. The ability to create an emotion through music, design, and telling a story is something that all content creators strive for, but not all accomplish. In an age where visual communications, and video are becoming ever more crucial to creating a story and experience for someone we have an expert to take us through how they have been able to accomplish this.
Pascal Guyon is a Multi-Platinum Music Producer, 3 Grammy nominations contributor, Developer, and HyperloopTT contributor.
What are the key components to a good story?
I would say relatability, a clear strategy to attract the listener/viewer to do something, a challenge and an emotional roller coaster.
Expound on that
I think the art of storytelling is putting everything in place so that the listener/viewer is completely immersed in another world. Ideally that world feels so real and this adventure so stimulating that it should be able to transform the experiencer’s mind and lead him to take action! Maximizing the sensory experience sounds like a good idea!
How do you use music to tell a story?
I like to say that the job of a music producer is to realize an artist’s dream. Movie producers, game makers or songwriters often have an idea of the kind of music they want but it’s still pretty abstract at that point. Music producers are here to realize their vision. A key component is to be able to provide diversity. The more knowledge you have, the better position you are in to properly adapt to the situation and to create something that makes sense. Music is defined by tension and release (just like life!). The best music creations are often the result of an incredible build of tension that gets people hooked followed by the most enjoyable release. I make sure to keep that in mind. Ironically, current popular music is extremely blend. It is said that art reflects society.
Take us through your process of creation.
Whether I meet with a songwriter, a game maker, a movie producer or a tech company and whatever I’m about to produce music or code, it always starts by a discussion. I ask lots of things and observe people till I have a clear understanding of where they’re coming from, how they function and what they’re trying to achieve. My ultimate goal is to combine their world with mine while making sure I totally respect what they’re going for.
Compelling storytelling can help sell a product, idea, or belief, but what kind of story is the best?
I would say the most inspiring stories are underdogs achieving things thought to not be possible
Provoking an emotion is a key to a good marketing campaign, how does video and audio fit into that?
The interesting thing is that it is still quite unknown why sound affects us in a way or another. I actually have some friends working on creating music to maximize focus. They do have studies to back their work! Music composers definitely figured ‘recipes’ out to trigger specific emotions in people. Video and audio act as a magnifier of a story. They’re actually absolutely necessary to maximize the impact of a story.
How does telling a story link a consumer back to your brand more?
I think relatability is the most important point here. We know how stressful society is and how easy it is to give up on dreams given everybody’s crazy busy life. Seeing somebody realizing the same dream as yours is an incredibly convincing way of attracting you to do the same and to use the same process.
How does using a video messaging tool like CloudApp help you to be more productive and create an experience?
As a creator, it is of prime importance to not interrupt the creation process when inspiration kicks in. Therefore I make sure to use the most effective tools to translate my ideas into reality. This is when CloudApp comes in. It is a perfect tool for me to communicate ideas with my teams or with my audience in a super-efficient way.
Social media changed my life, I built my music career out of it and have kept building a community online over the years. We know how popular gifs are. Therefore I often use CloudApp to create gifs and share them with the world! It’s an ideal process to share eye catching content. The gif tweet of my educational video game actually got over 500,000 views! It only took me 3 seconds and a few clicks to do it!
To you, what is the future of communication and storytelling?
If we try to maximize the impact of a story, we must use all technology available. That means using virtual reality, augmented reality, surround sound, touch…The goal is definitely to try to use anything that can trick people into thinking they just had a real taste of another life. This can and should be life changing to them!
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