How One Company Is Trying To Crack The Code For Audio In Social

How One Company Is Trying To Crack The Code For Audio In Social

Moodelizer arrives at a time when industry monoliths Facebook, Snapchat and Apple are all grappling with how to fuse social media and music

Ido Lechner, Home Editor
  • 20 april 2017

For most highly successful YouTubers, Facebook marketers, and other stars in the social sphere, implementing a social media strategy often involves stringing together a pipeline consisting of multiple platforms. Between retouching, adding filters, typing out the closed captions, reformatting dimensions to fit different platforms, brainstorming themes and ideas, scheduling posts, connecting with fans and so forth, digital celebrities have to account for every nuance within their videos, blogs, podcasts, tweets, ads, et cetera. While many of these platforms have largely simplified these processes, one medium to have stayed relatively complicated is audio—until now. With the goal of making music more accessible and dynamic to users, Swedish-based Moodelizer is an app that allows you to turn ordinary mobile videos into professionally scored, cinematic films and gives you the ability to soundtrack anything.

To learn how the startup has ‘cracked the audio code’ for social platforms, we sat down with CEO Carl Michael Herlofsson for a demo with the recently launched platform.

“Today’s (pre-Moodelizer) music is static, clumsy and a lot of the time just plain bad. Adding a soundtrack requires at least three or more steps to achieve the intended result (not even mentioning the complexity of current desktop environments). With Moodelizer you can adjust, personalize, mix and create a unique soundtrack with a single swipe. And for mobile this is all instant in real time,” opens Herlofsson in our conversation.

Along with his rich network of composers, Herlofsson and his team set out to create a palate of emotionally charged compositions perfect for integrating into videos ready to be primed for social. He believes that this rich collection of select scores, alongside the intuitive interface and potent audio customization options are just a few of the many elements that raise the bar for the industry and set Moodelizer apart from the rest of the startup’s competition. And though the music is pre-determined and baked in to the platform from the get-go, crafty design work ensures that each user can effectively work with the wide gamut of tracks available to make them their own.

“In the very beginning I had a theoretically very simple idea to cross fade between specific audio files that was hard to conceive. When I later met with one of Sweden’s prime hackers he told me he had a sound engine we could use to try my theory. At the first opportunity I got to put it to the test, I realized I was on to something really cool,” continues Herlofsson.

After selecting which track you want to pair with your video clip in the mobile version, you can drag up and down along the y-axis of your content to increase sound intensity during certain frames of your shot, or sideways along the x-axis to add variation. Once you’ve prepped your piece, a quick upload seamlessly pushes your content to all your favorite social channels.

And of course, for the professional producer who wants more precise editing and added pro features, the Moodelizer Studio version offers a deeper, more sophisticated version of the mobile app. Aimed at taking the pain away from time-consuming edits and track syncing, the platform is already being used to generate scores for short films, commercials and studio pieces around the world. Herlofsson says that an online version is brewing that falls somewhere between the mobile app and studio version in terms of its faculties, and that the platform already supports geolocation for dynamic music that changes depending on your location, as well as an SDK for Unity developers to enrich their VR experiences.

mobile videos

Widely heralded as the new dynamic frontier, Moodelizer’s synergy between music and video is the exact type of solution sought after by many of the media giants within the social space.

“Snapchat and other big industry players are all focused right now on how to intersect their products with user curation and manipulation of music—the exact thing that Moodelizer offers,” says Herlofsson.

“We want to democratize the power to create and add high quality music to video. We bring forward a new way to compose, present and use a recording that puts the power in the hand of the user. Through passionate, music-loving craftsmanship and know-how, combined with a close dialogue with our users we aim to change the video content game on a fundamental level.”


+mobile app
+Social Media
+Social Media
+Virtual Reality

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