Of Jingles and Killer Clowns

We started producing video tutorials and have some great plans for more types of videos this year. Videos help us illustrate CoolaData’s coolness and so we now have a YouTube channel, which is pretty much standard practice nowadays at any self-respecting tech startup. Daphna Gal manages CoolaData’s YouTube channel, she even has a sign behind her desk that says CoolaTube Studios to make it official. Daphna produces our tutorials and it’s her radiophonic voice you hear explaining the ins and outs of Power Cohorts, path analysis, CQL, etc. while viewing CoolaTube tutorials.

A couple of months ago in an email exchange with our CEO, Tomer Ben Moshe, Daphna raised the topic of music in these videos:

Tomer’s response: “I think music is always a good thing…” This is of course true, music is always good. But where does one get a jingle…?

We started asking around and one of our developers led us to Celina Barry. Celina is Canadian and in Israel for Middle Eastern Studies. She is also a talented composer with a Masters in classical tuba performance. So we asked Celina to make us a jingle. She wanted to know what types of jingles we like. Well that’s easy, we said, for example we love this Google Glass jingle by Al WoodHowever our budget is slightly smaller than Google’s, so no original instrumentation for us just yet…

Celina came up with a wonderful tune and Daphna started using it until it was accidentally overheard by the rest of our office. CoolaData is full of distinguished, opinionated developers who all seemed to have something to say about it. Starting with compliments, there was talk of turning it into a ringtone. But then the “constructive feedback” came in: someone (in our front end team) said it reminded him of a lullaby and excused himself while he takes a nap; another (QA) said it made him think of a killer clown.

[soundcloud url=”https://api.soundcloud.com/tracks/135710083″ params=”auto_play=false&hide_related=false&visual=true” width=”100%” height=”82″ iframe=”false” /]

A killer clown?! Yikes. CoolaTube production ground to a halt. While this type of comment clearly warrants a followup conversation with another type of professional, the commenter does know a thing or two about quality assurance so maybe he has a good point…?

Discussion ensued and everybody seemed to agree it’s the xylophone’s fault, that it was too dominant. Equalize that single element and we’ll have us a killer jingle. So we went back to Celina and asked her to tone down xylophone:

[soundcloud url=”https://api.soundcloud.com/tracks/135710289″ params=”auto_play=false&hide_related=false&visual=true” width=”100%” height=”82″ iframe=”false” /]

We’ll mostly use 10-15 second clips and between these two there’s plenty to choose from. And there you go, we have us a jingle!

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