Adding audio to projects

Convergence isn't just a buzzword. Creative areas that used to be separate are growing together, and it's no longer enough to have a skillset that's limited to one set of tools for doing one kind of work. So far audio has been illustration and design's poor relation, so aside from dink-donk noises on Flash sites, seasoned with the odd whoosh and perhaps a chilled background loop, audio and music haven't had the exposure needed to make them prominent in their own right.

A few design houses have always bucked the trend. Rick Smith and Karl Hyde's Tomato set the scene in the late 90s with a combination of design and a spin-off band project called Underworld. More recently Fred Deakin of Airside has combined a design career with a commercially successful music project as half of Lemon Jelly. Blending music and graphics makes for interesting promos, but it also makes it possible to offer clients an all-in-one service across multiple media. The in-house advantage means more chances of work, and wider creative options.

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