18
May 2025
12:00 AM to 12:00 AM
Avid Learning’s Museum Lens: Curating Collaborations, Conversations, and Cultural Futures
Online
Some sounds stay
with you forever—a melody that brings back a childhood memory, a film score
that gives you goosebumps, or a tune that gets you dancing. From vinyl grooves
to streaming playlists, music is an experience, shaping emotions, storytelling,
and the way we connect with the world in ways often invisible to the casual
listener.
Led by Co-Founder,
Heard Publishing Rahul Kanan, this immersive workshop will take you
beyond passive listening into an active appreciation of music’s role in
storytelling, branding, and creative expression. Through interactive sessions,
compelling case studies, and listening exercises, we will break down the
elements that make music unforgettable. Whether you are a media professional, a
creative practitioner, or a music enthusiast, gain a deeper insight into how
music shapes emotions, influences perception, and creates lasting
memories. The workshop will also feature
a live session with guest speaker, Composer Joel Crasto, who will
share insights on the evolving landscape of sound and creativity.
Join us for an
experiential experience to help you listen differently, think critically, and
engage with music in new ways.
Highlights:
· Explore how musical elements interact with our emotional and neurological responses.
· Discover how different rhythms and structures shape narratives and influence consumer behavior across various media.
· Understand how soundtracks and scores enhance narratives in film, OTT, and advertising, with case studies.
· Trace how music reflects global trends, from folk traditions to contemporary innovations
· Participate in hands-on exercises to analyze and appreciate sound more deeply.
Rahul Kanan is the co-founder of Heard, a prominent music supervision agency based in Mumbai, India. He previously served as a music executive at Netflix, where for two years, he played a pivotal role in advising on music budgets, talent considerations, music schedules, and creatively reviewing scores and songs of many Netflix India originals. A passionate advocate for industry excellence, Rahul has contributed to various initiatives, including workshops on music supervision and music editing, aimed at promoting best practices and bridging gaps within the industry in India. His journey as an executive began after nearly seven years as a composer for commercial projects and as a producer for independent artists.
Read more
A composer and producer known for his cutting-edge music & unique approach to sound, Joel Crasto has composed and produced the background score for acclaimed Hindi films like Jabariya Jodi, Ek Tha Tiger, Dhoom3, Syeraa Narasimha Reddy, Sultan & many more. He has composed and scored several commercials for McDonalds, Netflix: Comedy Premium League, Oreo, Aditya Birla Mutual Funds, Realme & Godrej Properties to name a few. His musical journey started in 2008 with the Hindi Feature Film New York and has ever since produced scores for over 60 Feature Films, Web Series and Innumerable commercials associated with production houses like Yash Raj Films, Nadiadwala Grandson, Dharma Productions, Excel Entertainment, Lionsgate, Eros International and many more. Along with technical and musical expertise, Joel has vast experience in adapting to multiple personalities. Through some of the most accomplished professionals, he has honed skills needed to work effectively in fast-paced and challenging scenarios
Read moreAI's Role in the Musical Revolution
The music industry is now unquestionably a dynamic, technologically advanced ecosystem, with both opportunities and challenges for producers and performers. AI's integration into many facets of music production and creativity is causing a revolution in the business that has been building gradually over time and is more than just a fad.
One of the most significant impacts of AI is its ability to provide artists with access to cutting-edge tools at various stages of the music-making process. From writing lyrics to composing melodies, producing tracks, and even creating innovative ways to consume and distribute music, AI is streamlining workflows and making the entire process more accessible. Moreover, AI facilitates cost-effective production methods that democratise music-making. Independent musicians can leverage these technologies to produce high-quality tracks without needing extensive resources or large teams. This accessibility empowers a new generation of creators who might have otherwise faced barriers to entering the industry.
As we continue to explore this evolving landscape, it's clear that AI's influence on music will only grow stronger, shaping how we create, share, and experience sound in profound ways while simultaneously figuring out the ethical concerns, authenticity, and transparency associated with AI-generated content.
Music Supervision- Shaping Sound of Storytelling
Music supervision enhances the audience's experience across various visual media platforms, including movies, television shows, video games, advertisements, and OTT services. A music supervisor is at the helm of this process, leading the music department and ensuring that every musical element is strategically placed to complement the visual narrative.
The primary responsibility of a music supervision team is to oversee the review of visual media to determine how music can best enhance storytelling. This involves selecting appropriate tracks that resonate with a project's intended mood and themes. Additionally, they handle licensing agreements to ensure that all music used is legally cleared for use, which is vital for avoiding copyright issues. The production aspect also falls under their purview; they may work closely with composers and artists to create original scores or adapt existing tracks for specific scenes. Furthermore, music supervisors are responsible for managing royalties associated with the use of songs in various media formats. By navigating these complex aspects—strategic placement, licensing negotiations, and production oversight—they ensure that audiences receive an immersive experience enriched by carefully curated soundtracks.
Etching Unforgettable Emotions and Memories with Music in Broadcast Media
Sound and music play a significant role in advertising, shaping emotions and influencing how visuals are interpreted. The auditory experience evokes memories and acts as a primary stimulating factor that can enhance brand perception. Through the careful selection of soundtracks, advertisers condition audiences to associate certain feelings or attitudes with their brands.
Iconic jingles and catchy tunes have become integral to many successful campaigns, leaving lasting impressions on consumers. For instance, Zakir Husain's "Waah Taj" campaign is renowned for its unforgettable musical composition that captures attention and evokes a sense of pride in Indian heritage to date. Numerous other campaigns have harnessed the power of music to create emotional connections with their audience. Airtel's "Har ek friend jaruri hai" resonates through its catchy melody, Idea's "Hello honey bunny", Nirma washing powder’s jingle, Vodafone’s "You & I in this beautiful world" and many such iconic melodies continue to add to marketing history and our memories. The era continues with innovative campaigns like Coke Studio, which amplifies brand reach by integrating rich musical experiences into its marketing strategy. This approach enhances engagement and fosters a deeper connection between the brand and its audience, proving that sound is essential in effective advertising.
