Ad Chat- Keith Ruggiero: Synth loving composer and sound designer who paints moods

It's not everyday I get to chat with someone who has one foot in advertising and one foot in the music industry. (Note: don't confuse your ad agency battle of the bands or twice-a-month jam sessions with "being in the music industry.") Today is the day. Keith Ruggiero is the founder of Sounds Red, a Los Angeles-based sound design and music composition company. He's worked on brands ranging from Gymkhana and Samsung. He's written the score and did sound design for a piece involving robotics and projection mapping, called BOX by Gmunk, and conversely laid the music down for a Red Bull piece exploring the issues of living in a too wired world.
As cool as that is, In the early 2000's Ruggiero was at the helm of Soviet, purveyors of fine moody synth-based dance pop. Here he riffs on everything from the state of the music industry, sucking it up for bread and butter clients, and his dream of creating music for film and TV.
1. Tell us how you got into sound production?
I had traveled out to Los Angeles to start production on the second SOVIET record with Dave Trumfio at his Kingsize Studios in Glassell Park. I was surprised at how many industry people knew about SOVIET. Shortly thereafter, I became really close friends with designer Justin Harder, who was a fan and wanted to do a music video for us. He was really the catalyst, introducing me to several directors and motion graphics houses. In turn, I started to compose and do sound design for them.
I saw the writing on the wall with the state of the music industry. I wasn’t receiving the support I needed to continue on with SOVIET, so I decided to dive headlong into starting a sound design and music composition company; from there, it took off rather quickly, and I’ve been doing it ever since.

2. What has changed since when you began then and now?
When I first started there was a lot of creative freedom, so much so that sometimes it was fun to push the envelope.

Unfortunately, music and sound is usually an afterthought and the very last consideration.
7. The musical landscape has changed in that music is more accessible than ever, but that doesn’t translate into a living wage. Has this been a concern for you?

8. What music/bands have influenced you most? How or why?
Michael Stearns: Magical and enlightening, his scores for Chronos, Baraka, and Samsara are incredible. His body of work is breathtaking and a huge influence for me.
Brian Eno: Pretty much self -explanatory. Eno knows how to evoke emotions with the simplicity of sound and melody. Hauntingly unique and riveting.
Cliff Martinez: Love the synthetic-- almost tribal-- quality to Martinez compositions. In my estimation, he’s the most modern inspiration working in television and film.
Kraftwerk: The structured, simplistic nature of Kraftwerk changed the landscape of electronic music. Can’t help but be influenced by these masters.
OMD: brings the vulnerable, human side to the electronic heartbeeps.
Vince Clarke: adore the simplistic, melodic layers that Vince comes up with. There’s an innocence and playfulness that just makes me smile.
Stephin Merritt: A contemporary genius who, seemingly effortlessly, makes incredible songs with his heart on his sleeve.
Brian Wilson: Pet Sounds made me fall in love with recording. The layers, compositions, and harmonies are godly. It’s hard not to be influenced by this guy.
To hear more Soviet, check out their fourth album Ghosts, on Burger Records. Also check out his Soundcloud.

Åsk 'Dabitch' Wäppling the force behind Adland
Dave Trott creative mischief chief
Arnie DiGeorge Executive Creative Director of RR Partners
Andy Kinsella Innovation Director at Glue Isobar
Koert Bakker Director of Strategy at Victor & Spoils
Evan Brown, Sr. Copywriter at TBWA\Chiat\Day
Dena Walker, Digital Strategist at Irish International in Dublin, Ireland
Bernie Watt, copywriter at Make, in Sydney, Australia
Ron Smrczek, Executive Creative Director of TAXI Europe
Vincent Vella, Creative Director - Grey Paris, Euro RSCG and Publicis.
Gideon Amichay, Creative Chairman of Shalmor Avnon Amichay Y&R Tel Aviv
Richard Tseng, Freelance Copywriter at CP+B
Claudiu Florea, Managing Partner - Wunderkid, Romania
Snorre Martinsen creative at Saatchi & Saatchi Oslo
Laura Jordan Bambach, Executive Creative Director LBi
Simon White Creative Lead from Rapp, London
Richard Gorodecky Executive Creative Director at Amsterdam Worldwide
Ray Page Creative Director at Tribal DDB
Adam Pierno of Off Madison Ave.
Edward Boches of Mullen
Dirk Singer of Rabbit, UK
Gareth Kay of Goodby, Silverstein and Partners
Tim Brunelle of Hello Viking
Rob Schwartz of TBWA\Chiat\Day