On 4 November SAE London welcomed Ted White to their campus for a masterclass on the process of composing music and doing sound design for commercial advertisements and TV.
After he discovered his love of music aged 12, Ted moved to New York aged 18 with just a laptop and keyboard in tow. Since then Ted has worked as a Music Producer and Media Composer out of several major studios around the world including, Studios 301 in Sydney, H.O.M.E Studios in Hamburg and Mission Sound in New York. He’s created music for commercials for brands such as Nivea, Stella McCartney, Samsung, Battery Energy Drink among many others.
In his SAE Extra masterclass, Ted gave an overview of the process he follows when writing for ads, and walked the attendees through all stages of a project, from getting the brief to delivering the final online film.
The talk was of great interest to those who want to get their foot in the door of big budget advertisements and TV, as well as to those already working within the industry.
Claudio Ambruoso, who manages Black String Records and also produces as SLPWLKR, said: “It was great, I've learned a lot, especially in terms of industry requirements, timelines, but also how different the process of composing for adverts is. I am glad I attended!”
In the talk, Ted emphasised the importance of practising your craft and developing your own unique sound.
Composer/Producer Kirsten Price said: “I really enjoyed Ted's talk. He was engaging from start to finish and shared his experiences in a humble but extremely helpful way. He was supportive, approachable and shared excellent insights into the business. Ted left no stone unturned and was extremely thorough in covering every angle of the industry. I would definitely like to attend more informative sessions like this one.”
Ted also gave attendees insight into a range of elements such as negotiating usage fees, the importance of demos, the role that sound design has within the process, as well as producing the music itself.
"TED WHITE’S TALK AT SAE LONDON WAS SUPER INSPIRING AND HELPFUL IN UNDERSTANDING THE PROCESSES OF COMPOSING MUSIC AND SOUND DESIGN FOR COMMERCIAL ADVERTISEMENTS AND TV."
- JAN SOLARSKI, MUSIC PRODUCER AND SONGWRITER EVENT GUEST
The attendees also had the opportunity to ask Ted questions after the masterclass, with one attendee asking whether social media is as important for a composer/sound designer as it is for artists, a question which Ted said he really had to think about!
Ted said: “It was really great to see so many people engaged and interested in a part of the music industry that commonly goes under the radar.”
We’re grateful to Ted for the fact that he was willing to share his expertise with students, and we hope to see him again soon.