Renowned sound designer and composer Lance Massey's journey from Manchester, Tennessee, to the vibrant soundscape of New York City is nothing short of extraordinary. This episode of Creativity Jijiji gets into the serendipitous twists that led Lance to become a key figure in the dynamic NYC commercial music scene. From his unexpected acceptance to Oberlin College, where he discovered a passion for electronic music and pioneering computer systems, to his exploration of his Appalachian musical roots, Lance shares personal stories that weave a rich tapestry of tradition and innovation.

Lance and I discuss the delicate balance between technology and emotion in music creation, reflecting on the diverse genres that influence our work, from old-time music to EDM. We highlight a significant project that marked our transition into advanced sonic montage techniques, showcasing the ever-changing landscape of music technology and the importance of early sound integration in the creative process.

Our conversation crescendos with exploring the collaborative spirit that fuels innovation. We share insights from the now-renowned T-Mobile global branding campaign, which was launched in partnership with branding agency Interbrand. This campaign ingeniously combined world vocals, digital pulses, music, sound design, and algorithmic composition to create a unifying global sonic experience.

With contributions from talented artists Tim Leitner and Mike Harvey, we present the T-Mobile musical track that evolved into the world music masterpiece, 'Hello Hola,' underlining the essence of creativity that transcends borders and genres.

Thanks for listening.

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