WEBVTT

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I also have a bass that goes ...

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There we are on "Creating knowledge together".

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That will be the big moment.

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My name is Einar Måløy.
I am a music producer from Bergen,

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and study electronic music at UiA.

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I have created the new sound identity
for the University of Agder.

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Everyone at the Department of Popular Music

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was given a task
to create the new sound identity.

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I thought it was just a school assignment,
but we were encouraged to submit it.

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Then they obviously liked it.

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I got the idea for the motif right away.

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It was to sing UiA,
that there should be three notes.

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UiA, UiA.

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There is a natural tone to it,
and I wanted the melody to follow that.

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Then I have the three chords.

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It's three steps,
then the melody and three notes.

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Then I added some strings around it
and tried to make it sound nice.

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I thought a lot about nature.

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I wanted it to feel like we
were by the sea, adding some waves.

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Trying to bring in a bit of sunlight.

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I wanted to use the whole spectrum.

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Fantastic, really good. We’re very pleased.

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It has created exactly what
the term implies: a sound identity.

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That kind of identity is
important for showing who we are,

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communicating and creating
excitement around who we are.

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Create a sense of welcome at the university

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and a sense of recognition
that’s very important

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for those of us who work here,
but also for those who come here.

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This is the main theme.

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Then I created a five‑minute “soundscape”

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where I tried to build on that theme,

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something that can sit underneath promotional films.

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That’s the music you’re hearing now.

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I took the idea and expanded it,
and made it even bigger.

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We can see in the market today
that a lot of organizations are doing this

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and using professionals
to create sound identities.

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What’s unique about ours
is that we created it ourselves,

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with our own students.
I think that’s fabulous.

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The most fun part …
it’s something I’ve never done before.

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Working with this kind of project is new to me.

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It’s been a really cool opportunity
to create music for the university I study at.