JUNE 2025
Scott Coleman’s approach to music production is all about crafting emotion and elevating stories - whether he’s working with major brands or collaborating with global artists. At The Elements Music, he thrives on blending creativity with clear intent, pushing sonic boundaries, and making sure every project feels authentic and memorable.
In this interview, Scott shares how he translates brand identity into music, the power of collaboration, and what makes a campaign truly stand out…
MASA: What first inspired you to pursue a career in music production and how did your journey lead you to The Elements Music?
SCOTT: I grew up with music playing a huge role in my life, but it wasn’t until I started writing my own that I became obsessed with the process - every layer of it. From the writing and production to the engineering, I found myself completely immersed. What really hooked me was the ability to shape emotion through sound, to craft something that lands in just the right way at just the right moment. That feeling never gets old.
As I explored different corners of the music world performing, producing, collaborating with artists, working on passion projects I realized I was most energized by the challenge of combining creativity with clear intent, especially in a commercial setting. That’s what eventually led me to The Elements Music. It’s a place that values quality and authenticity, where collaboration is at the heart of what we do, and where pushing sonic boundaries is part of the culture. It felt like the right fit from the start.
MASA: You’ve worked with major brands like Starburst, Abercrombie & Fitch and Clorox - what’s your process for understanding a brand’s identity and translating that into a memorable musical campaign?
SCOTT: Every brand has a unique DNA, some are a bit more malleable in terms of their creative voice but the key is honing in on how they want people to feel when they think about the brand. I like to make sure I understand what the brand is – who they are, their target audience, tone of voice, and visual world. From there, I ask: what emotion are we trying to trigger with this particular piece of content? What’s the energy and pacing of the story? Then it becomes about crafting a sonic palette that’s both authentic to the brand and resonates emotionally with the audience. I treat music and sound as an extension of the brand voice.
MASA: Can you share a campaign where the music or sound design played a pivotal role in its success?
SCOTT: Absolutely. The Don Julio “Por Amor” campaign stands out.
We were tasked with producing a series of contemporary compositions built around samples from Rafael Solano’s 1968 classic “Por Amor” - a song that captures the spirit of the campaign. We produced multiple pieces that blended modern production with traditional Latin instrumentation, remixing the iconic song to create something that felt rooted yet fresh.
Collaborators included Lauro Robles (Lao) of Mexico City-based label NAAFI, and most recently, Dominican Dembow hitmaker El Baby R, who co-produced a track for Don Julio’s special Super Bowl collaboration with Popeyes.
It’s been an incredible experience getting to work with so many dope latin artists and producers on this. And we’re still going - as the campaign has moved into its second year of production.
MASA: Tell us about a time you faced a major challenge or creative block during a project. How did you overcome it?
SCOTT: In composing for the Oikos Super Bowl spot, I hit a wall halfway through - my initial direction for the music wasn’t landing emotionally. But instead of forcing it, I took a step back and brought in fresh ears from our team’s creative directors. We experimented with some genre-blending elements and found a new bass sound that took the spot from something expected, to something new and unique. That experience reminded me that creative blocks are often just cues to shift perspective and get some fresh ears involved.
Here’s a peek at the process on this one
MASA: Can you share a memorable experience where collaborating with artists or other producers led to an unexpected creative breakthrough?
SCOTT: The Oikos Super Bowl commercial is also a great example. We had a strong foundation musically - something bold, fun and high-energy, but it still felt like it was missing that spark. We wanted it to sound like a legitimate track you’d want to have in your workout playlist, not just something that served the visuals.
The breakthrough came when we brought in the right vocalist. Her tone, phrasing, and energy instantly elevated the track; it suddenly had personality, swagger that gave it real legs. It no longer felt like a custom piece for a commercial; it felt like a mini record. This was the Super Bowl after all… the bar was as high as it gets for advertising.
MASA: How do you stay on top of industry trends and keep your production techniques innovative?
SCOTT: I’m a sponge when it comes to new sounds and tools. I listen to everything from TikTok trends to global music scenes to film scores and other ads. I also experiment constantly in the studio, trying out new plugins, synths, AI-assisted tools, anything that pushes me into new sonic territory. But beyond the tech, it’s about staying curious and always being a student. Some of the most “innovative” ideas come from revisiting old techniques with a new mindset. There is no shortage of inspiration in today's music and media landscape.
MASA: How do you see the relationship between music and brand storytelling evolving in the next few years, especially as AI takes on a bigger role in music creation and advertising?
SCOTT: AI is definitely going to change the landscape. It's already doing that, and it’s only going to get better. But I see it more as a tool than a threat. The core of brand storytelling is still emotion, nuance and human connection. Things that, at least for now, AI can’t fully replicate. I think we’ll see more hybrid approaches: AI handling groundwork or iteration, while human creatives bring soul and narrative depth. The challenge and opportunity will be using AI in a way that amplifies creativity without diluting authenticity.
The intellectual property and copyright laws around it though are another story. Ethically, I will always stand on the side of human creativity and the value of art made by other humans.
MASA: And lastly, what will you be looking for when judging? What makes a piece of work worthy of a Music+Sound Award?
SCOTT: For me, I think it’s all about emotional impact and originality. I’m looking for work that makes me feel something unexpected and stays with me after I’ve heard it. Technical execution and production are important, but soul is essential. Whether it’s a minimalist piano piece or a complex sound design composition, if it elevates the story and leaves a lasting impact, that’s award-worthy in my book.
MASA: We’re really grateful to you for taking the time to dive into your creative process with us - and for bringing your sharp ear and passion for innovation to the Music+Sound Awards jury! Look forward to hearing what work comes out of The Elements next…
Visit The Elements Music site HERE
