#CMCExperiences

Making the right noise for a brand.

Raj Parikh, our  PG IMAC student shares his experiences of interning at Alenka Media, a company which creates playlists for its brands.

When the day starts with coffee and ends with music, it pretty much makes up for a fitting sign of ‘life goals.’ Currently activating and applying the music skills at Alenka Media, I jump into my day with the sound of languages that I hadn’t heard before. Becoming a music programmer was not only a challenge but a springboard for curiosity-driven learning. It’s not every day that one gets a chance to dive into a chill mood and find the passion within monotony.

At Alenka, I learned to explore the finer aspects of connecting music to a brand. Up until now, who would have known that the store you walk into or the café that you lounge at, had a music mad hatter getting the playlist in order to fit their image?

After having done my PGIMAC at TSCMC, I developed a keen interest towards branding and decided to do something about it. I went on to take my profile at Alenka Media on the lines of music programming primarily because I had a chance to work with a subject I love- Music.  Brand storytelling through music became the magnet for me. Exploring music unlike before and using its power along with visual media to bridge consumers, countries, and cultures was unusually thrilling.

It’s no less than globe-trotting. Sitting in a room, wired into music from different genres and dissecting them into various parts of mood, emotion, location artists, occasion and a lot more, is tedious but terrific. The language of a brand is its prime form of communication with the consumer and helping them code that into music has enriched my understanding of various brands. While it looks like all play and no work, the behind the scenes work has me immerse myself deep within each brand’s positioning and architecture, and doing rounds of workshops with the clients to define the space in an emotional, physical, and experiential manner.

Alenka is the leading in-store music provider for global brands. Being a part of a firm that has created the only music genome in India which allows customised music programming for every environment and occasion, has been an exceptional ride so far.

So, next time you walk into a store and head bobble to their music, I’ll sipping on some of the world’s best coffee and getting more songs into order to keep that groove going.