Sony Music: Official Lyric Video Collection | Side 1

Scope of Work

Creative Direction, Motion Graphics, Art Direction, Video Editing.

Project Overview

Selected as a creative partner for Sony Music Entertainment Indonesia to produce official lyric videos for their artist roster. Operating as a specialized external creator, I translated the auditory emotion of each track into a synchronized visual experience. The objective was to craft engaging visualizers that not only display lyrics but also amplify the mood of the song, ensuring listeners remain glued to the screen throughout the track.

My Approach

Guided by Wani and Ardo from the Sony Music team, I was granted full creative freedom to interpret each song. Instead of applying a rigid template, I adopted a bespoke approach for every track. I analyzed the genre, tempo, and lyrical depth to determine the best visual direction. Whether it required kinetic typography for an upbeat track or slow-burning cinematic loops for a ballad, I ensured the visual identity felt native to the music rather than just being a generic overlay.

Key Features

• Mood-Adaptive Visuals: Each video received a distinct art direction tailored specifically to the emotional core of the song.

• Kinetic Typography: Dynamic text animation that mimics the rhythm and breathing of the vocalist.

• Full Creative Ownership: Trusted completely by the label to execute the vision from concept to final render without micromanagement.

• High-Fidelity Rendering: Delivered in pristine quality to ensure the visuals look sharp on everything from mobile screens to large smart TVs.