What we feel and where we stand is who we are
What we feel and where we stand is who we are
Loïc Bénart started his career in a renowned agency. After 10 years, he tried to escape the advertising world, but as it always does, life brought him back by the ears. Luckily it didn’t pull too hard. Those ears remained highly operational, allowing him to found Press Play On Tape to focus on what he had always been best at and had most fun with, sounds.
Since he was a child, Loïc has been immersed in music and image , creating the soundtracks for his Super 8 films on a Casio VL-1. Something from back then stuck, probably playfulness. He was often seen throwing in analog sounds in pioneering digital experience or making use of generative compositions in classic productions.
The plan is to feel. At the end of the day, what we all want is an experience people will embrace. When we are working on the soundscape of an app or the audio for a movie, we turn to ideas and meaning to bring about those emotions. Otherwise, well... just flat aesthetics. The audio is part of the experience. Not a fancy garnish. It’s an enabler. A storyteller. We let it feed the creation with texture and stories of its own. We like it crispy, chunky, silky, gooey, fiery maybe even sticky sometimes. Not the most complicated philosophy but it has helped creations we’ve teamed on win awards and, most importantly, real-life fans.
The right sound is always an experiment that went just fine.
Press Play On Tape is an ambassador for serendipity and the power of our lucky stars. We like to give quirky or ill-shaped sounds a second chance by looking at them with love and providing plenty of care.
