MAY 2025
Since its founding in 2010, 3K1A has become Turkey’s most-awarded music agency, renowned for its innovative approach to music and sound for advertising, broadcasting, and film. In this interview, 3K1A’s founder, Onur, shares insights into the company’s journey from a small group of passionate musicians in Istanbul to a creative leader at the forefront of the industry.
The conversation explores their creative philosophy, collaborative culture and commitment to ethical innovation - offering a behind-the-scenes look at what sets 3K1A apart as a trailblazer in music production…
MASA: 3K1A has been creating tailor-made music for advertising, broadcasting, and film since 2010. Can you tell us about the journey of the company over these years and how you’ve evolved in the industry?
ONUR: When we started 3K1A in 2010, we were just a small group of musicians who loved storytelling through sound. Over the years, we grew organically - project by project, brand by brand. What began in a modest studio in Istanbul has become Turkey’s most-awarded music agency, with an amazing team of composers, producers and sound designers. Our journey has been driven by curiosity and a constant desire to push the boundaries of music in media. We've evolved with the industry - adapting to new technologies, shifting trends, and global perspectives - while staying rooted in our belief that emotion always comes first.
MASA: As the most-awarded music agency in Turkey with a reputation for creativity and artistic excellence, how do you maintain your position as a respected leader in the regional and international music production scene? What sets 3K1A apart?
ONUR: We don’t chase trends - we try to set them, or at the very least, approach them with authenticity. Our strength lies in the blend of artistry and strategy. Every note we write serves both the emotional narrative and the brand identity. What sets 3K1A apart is that we’re musicians first, but also deeply immersed in the language of advertising and storytelling. We take the craft seriously, and we treat every project - big or small - with the same level of dedication. Also, we never forget to have fun. That energy translates into our work, and I think people can feel that.
MASA: You’ve created tailor-made music for major brands across advertising, broadcasting, and film. Can you share a recent project that best illustrates your creative process and impact?
ONUR: A recent project I really enjoyed was the Adidas campaign for the Turkish National Olympic Team, starring Cem Yılmaz - the most well-known comedian in Turkey. The brief was quite unique: we needed a piece that could carry Cem’s humor while also reflecting the ambitious, determined energy of our Olympic athletes. So we played with contrasts. We used a toy drum kit, some oddball instruments, unexpected textures - then let it all evolve into a bold finish. It was one of those projects where you can have fun, take risks, and still say something powerful. That balance is what we’re always chasing. Big thanks to the Adidas brand team, the agency, and the director for their openness and trust - it gave us the freedom to really explore. View HERE.
MASA: Can you share a story about a particularly challenging project and how your team overcame obstacles to deliver a successful outcome?
ONUR: Every project comes with its own set of challenges. That’s why instead of pointing to a single case, I’d rather share what I believe helps us overcome difficulties in general. Trust between teams, goodwill, and open communication - those are, in my view, the only reliable ways to get through any tough situation. No matter how complex a project gets, when those three are in place, solutions always follow.
MASA: Are there any upcoming projects or partnerships you’re especially excited about and can share with us today?
ONUR: We’re currently working on an exciting sonic branding project for a global brand entering the Middle Eastern market. It’s still under wraps, but what excites us is the cultural fusion we’re exploring - how to create something globally appealing without losing regional authenticity. We’re also expanding our AI division, 3K1Ai, with some really interesting tools to support composers and clients. It’s a thrilling time for us.
MASA: Can you tell us about the collaborative culture at 3K1A and how your team brings diverse creative talents together on a project?
ONUR: At 3K1A, collaboration is not just a method - it’s our mindset. We have a mix of composers, producers and sound designers, all with different backgrounds. What binds us is mutual respect and a shared love for the music and the craft. We encourage creative debate and are constantly learning from each other. It’s not uncommon to see a jazz drummer working with a classical composer on a trap beat for a tech brand. That cross-pollination is what keeps our sound fresh and unpredictable.
MASA: 3K1A is a champion of the ethical use of AI in music creation. What principles do you believe are most important for ensuring technology enhances, rather than replaces, human creativity in music?
ONUR: We believe AI should be a tool - not a shortcut. It can help us be more efficient, explore more ideas, and even democratise creativity. But at the heart of music is emotion, and that still comes from people. Our approach is to use AI to support human creativity, not to mimic or replace it. Transparency, fair crediting and ethical data use are non-negotiables for us. We’re also committed to educating our clients and collaborators about what AI can - and can’t - do. That honesty builds trust.
MASA: What are your ambitions for 3K1A in the next few years, both creatively and in terms of industry leadership?
ONUR: Creatively, we want to keep pushing the limits - experiment more, fail better and find new ways to tell stories through sound. Business-wise, we’re focused on expanding our international presence and building bridges between cultures. We're already making strides in the Middle East and Europe and we’re exploring partnerships in new regions. Ultimately, we want 3K1A to be a home for musicians who want to shape the future of media with integrity, imagination and heart.
MASA: Thank you, Onur, for sharing such inspiring insights into 3K1A’s creative journey. We’re truly grateful for 3K1A’s support as a sponsor of The Music+Sound Awards - your partnership really enhances our mission to champion the finest talent and creativity in music and sound.
Visit 3K1A’s site HERE
