Built on the idea of bringing discovery and creativity to the commercial music world, Interference was created in 2009 by audio and music producer Stephane Werner and recording engineer/music producer Alex Firla. Stephane had previously founded Novaprod in 1996 with Jean-Francois Bizot, the ‘head and soul’ of the Novapress Multimedia Group) and Andrew Orr, a famous radio and documentary producer. Novaprod, with its connection to the famous Paris radio station Nova 101.5, was an incredible creative lab, producing audio for the advertising market and also TV documentaries.The team used this creative spirit as a guiding force when launching Interference.
以 “将探索和创造力带入商业音乐的世界” 为理念，Interference于2009年由声音/音乐制作人Stephane Werner和录音工程师/音乐制作人Alex Firla联合创立。在此之前，Stephane曾与被称为Novapress媒体集团的‘大脑和灵魂’的Jean-Francois Bizot 以及著名电台和纪录片制片人Andrew Orr共同创办过Novaprod。以其于巴黎本地著名的电台Nova 101.5的连接，Novaprod作为卓越的创意实验中心，为广告市场和电视纪录片提供声音制作。以这样创意精神作为指导，他们的团队创立了Interference。
Interference prides itself on finding new and young talent as they believe that a ‘spontaneous reaction to a brief from a fresher perspective will always be interesting.’
As a company that has always embraced multiculturalism, Interference branched out to Asia and China. We spoke to Stephane about what sets his company apart and what his goals are for these new territories.
Stephane Werner Manager
SHP+: What is the philosophy of your company and the concept and services behind it? How does it make you different from the competition? 您公司的哲学和背后的概念及服务是怎样的？它们如何将你和你的对手区分开来？
We wanted to perpetuate the creative spirit of my previous work with Novaprod into Interference, my new production label.
We always are looking for new talents and never hesitate to launch young composers. We also are very multicultural, and do represent talents from all over the world, for instance I am currently working on an exciting artist project with a young Colombian DJ whom I won’t hesitate to consult on future advertising projects.
This allows us to create soundtracks which are different to the usual commercial music that all tends to sound the same. For example, we recently had the idea of injecting tango into a L’Oreal commercial featuring Hugh Laurie (the famous “Dr House”). Once the client had bought this idea, we found an Argentinian bandoneon player with whom we created a very unexpected piece of tango for the cosmetic ad! I could de-facto resume our working philosophy as: “Making the difference to break the indifference”.
And, we maintain a label activity at Interference, housing record projects that are mixing lots of different artists, it offers many opportunities to meet various talents we can later represent on ad projects. Instead of working with the same line-up of 5 or 6 composers, we always consult young challengers so that our clients can enjoy fresh options.
Interference is now a solid team of 4 producers sharing the same working philosophy and same interest for new talent hunting, offering services which cover any genre in audio production: TV/online commercial soundtracks of course, but also any other project involving audio like events, brand content material as podcasts (including their editorial creation), art exhibitions soundtracks, in-store music, fashion shows, broadcast design…
As for music, we can provide a made-to-measure original creation, adaptation of one of our catalogue’s songs, or licensing of another catalogue’s track that can also be adapted to a specific project.
Alex Firla. – Associate Producer & Lauren Zaoui – Producer & Arthur Lequime – Producer
SHP+：What made you come to China? 是什么把您带来到中国呢？
Being multicultural not only allows us to work with music talent from all over the world, but it also allows us work for international clients. In 2011, after starting to work in the US, I took advantage of living half of the year in Bogotá, Colombia, to open a sister company there to access the Latin-American market which worked pretty well since we found clients very interested in the “French touch” we could bring to their projects.
多文化不仅让我们有跟世界各地的音乐家合作的机会，也让我们能给国际化的客户服务。2011年，自在美国开始工作以来，我发挥了曾在格鲁比亚的波哥大住过半年的优势，办了一所可以接触到拉丁美洲市场的姊妹公司，运营状况还不错。我们大部分的客户对我们带给项目的 “法国风味” 很感兴趣。
Then in 2014, I came back to live full time in Paris, and we had an opportunity to work for a Chinese agency on a Lancôme make-up spot. Things went very well for this first Chinese job, and in a weekend we helped the agency solve a last minute big incident! This happy-ending job made me decide to organize a business trip to Shanghai to present our work to agencies and production houses, in order to test their reactions and see if there were interests, affinities and business opportunities. I had the pleasure to see that the reactions to our show reel were excellent, and that we quickly received quite a bunch of solicitations for different projects.
Peugeot 301 – Tests
Director : Olivier Gondry
Production : Made In China/Lanny Dong
Agency : Havas Beijing
Composer : Benjamin Fert & Ruben DeVegas
SHP+ : What was your idea of the Chinese market before? What kind of surprises/challenges did you discover once you started work here? 您之前是如何看待中国市场的？您开始在这工作之后都遇到了哪些惊喜和挑战？
I didn’t have any pre-conceived idea about the Chinese market before I first traveled to Shanghai. And I must say that all the surprises I had were good surprises.
I live in a country where all the important people in the advertising business are harder to meet than the Prime Minister. But here in Shanghai, as soon as someone thinks you can share some kind of talent she or he hasn’t met yet, then she or he is easily accessible for you to show your work.
Regarding the challenges, I think they are quite very similar to anywhere else in the world – Obtaining the best possible artistic result within a defined budget. This is where our talent and motivation count: whatever the project is, we want to see it ending in our show reel, and the entire team will always give its best to reach this.
就挑战来说，我认为这些挑战跟在世界上其他地方会遇到的挑战都差不多 – 以有限的预算获得最佳的艺术结果。此时尤其体现我们的才华和动力：不论是怎样的项目，我们希望最后能进到我们的作品集，并且我们的团队永远会尽力去达到这个目标。
Koi Fish – JD 618
Director: Tao Jonathan Wright
Production: Black & Cameron
Composers: Tony Stafford / Mickael Smith
Audio AD: Interference Paris
SHP+：Has the working process been different in the Chinese market? 您在中国的工作流程跟之前是否有不一样？
Working for a Chinese agency or production house is not different than working for a client located anywhere else in the world. Through the whole process, we share work-in-progress versions online daily, just like we would do for a Paris agency. I must actually confess that some of the agencies we work for in Paris never even walk to our studio, and that we only share work online with them, even if we are located in the same city !
As for finalization facility in Shanghai, voice-over recordings and final mixdown of our elements, we do have an agreement with an excellent recording studio where the sessions can be hosted, and mixdown processed by a brilliant mixing engineer whom we trust as if he was part of our own team. This allows us to offer a very good and comfortable finalization option to our Shanghai clients, if they want to be present for v/o recording and mixdown. We also have the same studio hosting possibility in HK for our HK clients.
Coke In The Cities
Director : Sophie Gateau
Production : A New Life Films/Kelvin Mok
Agency : McCann SH
Composer : Benjamin Fert
SHP+ : What are your expectations/hopes/plans in China in the future? 您对于中国，未来有哪些期待、希望和计划？
In 2020, we will be extending our offerings in China by launching a brand new label that will have 2 main activities. First, being a record label launching new artists’ projects whom we will of course represent for the advertising business, and also will represent partner companies sharing the same spirit and philosophy all around the world, so that we can provide a panel of international and multicultural answers to pitches. Same as Interference, this new label will be able to create “haute-couture” music for a specific project, or provide licensing music coming from the catalogues of 25 creative audio companies from all around the world. It’s quite an ambitious project that we are very excited to launch soon.
2020年，我们会通过发行新的厂牌来扩充在中国的服务，主要有两类活动。首先，作为唱片厂牌推出新的艺术家的项目，在广告工作中为他们代理，同时也在全球范围内代理与我们共享同样的精神和哲学合作公司。如此以来，我们可以有国际化和多文化的答案可以输出。正如Interference，这个厂牌可以为特定的项目提供 ”高级定制“ 的音乐，或者在全世界范围内的25家创意音乐公司的目录下获取授权音乐。这是个野心勃勃的项目，我们对它的发行感到非常的兴奋。