Introduction
In this feasibility study, I will evaluate the viability of the collaboration between me, a music producer and composer, and Tom Irving, a technology-focused YouTube creator, to develop an audio identity for his channel. The project aims to create a range of original backing tracks that form a clear and consistent sound for the channel. Tom’s videos include commentary, unboxings and tech reviews, so the music needs to fit these styles. This study presents a clear plan for how the project will be carried out, combining creative work, reflection and professional organisation.
The project’s main goal is to give Toms Channel a distinctive and unified audio identity. The channel’s visual style, pacing and tone will be complimented by original audio, including loopable background tracks, transition stings and an intro/outro theme. In addition to producing reusable content for upcoming videos, the project aims to increase audience engagement, boost brand recognition and improve the channel’s overall professionalism.
The main goal is to create a clear, consistent audio identity for viewers. Secondary objectives include expanding my digital media composition portfolio, developing workflow and collaboration skills and being able to track improvements in audience engagement and satisfaction.
Direct personnel include me, responsible for composition, production, mixing, mastering and documentation. Tom Irving will provide creative direction, feedback and implement the audio in his videos. Indirect personnel include peers and tutors who provide feedback during presentations and consultations.
Rationale & Methodology
A strong, recognisable audio identity is key for digital creators as they try to stand out in a growing online environment. Tom’s more recent videos use generic royalty-free music. However, most of the time, it does not fit the edit pacing or voiceover delivery. The background music sometimes cuts out abruptly during transitions, and audio levels can fluctuate, which reduces clarity in sections such as product demonstrations. All these aspects change the cohesion and the development of a strong channel brand.
This project addresses these issues by creating original audio that matches the channel’s visual style and tone. This will include intros, outros, stings and loopable background music to support smooth transitions and a consistent theme. It also ensures a clear separation between the dialogue and the music. My film music experience allows me to compose in response to visual cues and help the flow of Tom’s videos. My background in song production gives me the skills needed for arrangement, mixing and sound design, and this project will help me to continue to develop them.
My presentation from earlier in the year received peer feedback that included that the project is “really clear and well considered” and “highly viable”, with project management described as “excellent” and “well sorted”. I was advised to gather reference tracks during the research phase, and this will be implemented to ensure stylistic agreement between Tom and me and ensures I make informed compositional decisions. Custom audio will also support Tom’s goals, such as enhanced viewer retention, as videos over 10 minutes make more money, reduced copyright risk to avoid copyright strikes and improved sponsor appeal, creating professional, market-ready videos that strengthen both Tom’s channel and my portfolio.
The resources I need for this project are accessible and realistic: Logic Pro X, software instruments and plugins are already available. Other expenses, such as sample libraries (Splice), are included in the budget. Tom and I will communicate through text messaging and emails. He will send his videos and I will share my music through WeTransfer or Google Drive to keep the collaboration smooth. In addition to this, an appropriate timeline has been created that includes time for research, drafting, refinement, delivery and evaluation, with a longer timeline to accommodate contingencies, as I think I could realistically complete this project much more quickly than in my Gantt chart. Files will be saved on USB drives and in online services like Google Drive to ensure work is not lost.
Market Analysis
The target market is tech fans aged 18–35 who want reliable reviews and expect professional, clear and engaging content. When analysing other competitors, it shows that many channels use generic royalty-free music (Mike, 2025), resulting in inconsistent or unmemorable branding. Custom audio helps Tom’s channel stand out and appeal to viewers and sponsors.
The freelance music production market is growing rapidly, and there are more independent content creators who are seeking tailored, copyright safe audio (Soundraw.io, 2025). Our audience includes current subscribers who want clear and well made content as well as new viewers and brands interested in working with the channel. Improving the audio experience keeps viewers engaged and makes the channel more appealing to sponsors, which supports long-term growth.
Costs and Budgeting
Hypothetical Budget
The project’s costs are realistic and accessible which include, a DAW (Logic Pro X£200), sample libraries (Splice, £20), plugins (£50–100), plus possible cloud storage or hardware upgrades (£20).
Potential Funding
The project is mainly self-funded. External funding may be found through creative industry grants, digital media bursaries or sponsorship from technology brands (Independent Society of Musicians, 2023). A professional audio identity on the channel provides assets that other channels may not have, ensuring sponsors will want to use this channel.
Commercial, Social and Cultural Relevance
The technology review genre on YouTube is a highly competitive industry, with production quality significantly influencing audience retention and engagement. Custom music enhances the professional appearance of Tom’s videos, mitigates copyright risks and strengthens the brand’s identity. This provides consistent sonic queues that make the channel more recognisable to viewers. By creating a coherent audio package, the project also brings along many commercial opportunities, which improves the channel’s potential for sponsorship and monetisation, as well as potential for myself to work with other creators or brands.
Although this project is not directly focused on social issues, it still improves accessibility and clarity in the videos. Well-balanced audio makes sure the voiceover is easy to understand, especially during product demonstrations or detailed explanations. This helps all viewers, including those with hearing difficulties and non-English speakers. Culturally, independent creators like Tom play a key role in helping viewers make informed, non-biased decisions when buying new products. (TechteamGB, 2018)
Inspiration & Influences
The project is shaped by simple audio branding methods basic film scoring ideas and everyday digital media workflows My main influence is lofi beats which guide the mood and feel of the music and help keep everything calm clear and easy to listen to I also look at YouTube creators who use clear and steady channel sounds and simple ideas about how sound and visuals work together My experience in film scoring and song production helps me create arrange and improve the audio in a clear and steady way.
Contingency / Risk Assessment
Technical risks include hardware or software failures, DAW crashes or corrupted files. These are mitigated through regular backups, online storage and access to alternative equipment and software at Leeds Conservatoire. Creative risks may arise from miscommunications, these will be addressed through a detailed written brief, regular reviews and the use of reference tracks. Logistical risks, such as scheduling conflicts or delays, are mitigated through a flexible timeline and prioritisation of this project.
A long-term professional contingency is the transferability of skills to different areas of media production. If Tom does not want to continue with the project, I can focus on scoring film music for my friend Imogen, who studies film at university. This allows me to apply the same compositional and technical skills in a real-world context and ensures that all experience gained during this project remains valuable and professionally relevant.
Potential for Development
The project provides scope for career expansion. Skills developed in this project include composition, mixing, mastering and collaborative production, which apply to future freelance work for film, advertising and other digital media projects. (ICMP, 2024)
Evaluation Viability
The peer and tutor feedback from my presentation is directly incorporated. Observations included that the project is “really clear and well considered” and “very good,” with viability described as “highly viable because you are confident and really dedicated to the management and contingency planning.” Project management, including planning, structure, and quality, was noted as “impressive, all well sorted” and “excellent.” Suggested areas for development included gathering reference tracks, though some peers reported no weaknesses. This feedback demonstrates that the project’s planning, creative approach and structure are strong and provides guidance for refinement.
We will measure success by viewer retention, positive feedback on audio quality, and whether the channel audio is recognisable.
Conclusion
This project shows that creating a clear audio identity for Toms channel is a realistic, useful and worthwhile project. It fixes problems in his current videos by giving the channel calm, steady and original music that fits the pacing and visuals. The plan is simple and practical with clear roles, a steady workflow and easy-to-manage tools and resources. The project helps the channel look and sound more professional and can also help attract more viewers, sponsors and support long-term growth.
This project also helps me build strong skills in music production, planning and working with others. It gives me real experience creating music for digital media and helps me grow my portfolio. The work can lead to more chances in the future, such as making music for other creators or scoring films. Overall, this project is a solid step forward for both the channel and my own development as a composer and producer.
Bibliography
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ICMP (2024). The Importance of Social Media in Music Marketing. [online] ICMP. Available at: https://www.icmp.ac.uk/blog/importance-social-media-music-marketing
Independent Society of Musicians (2023). Funding for composers and performers. [online] Independent Society of Musicians. Available at: https://www.ism.org/advice/funding-for-composers-and-performers/
Lofi Girl (2021). Best of lofi hip hop 2021 ✨ [beats to relax/study to]. [online] YouTube. Available at: https://www.youtube.com/watch?v=n61ULEU7CO0&list=RDQMNh-Ku1C-4Gc&index=4
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Soundraw.io. (2025). SOUNDRAW Blog. [online] Available at: https://soundraw.io/blog/post/why-custom-background-music-is-essential-for-your-youtube-content.
TechteamGB (2018). How to be a tech reviewer. [online] YouTube. Available at: https://www.youtube.com/watch?v=5SfDK1hivd8
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