Feel For Music: Crafting Sonic Identity for the Games Industry
I met Kenny Vaughan, Director of New Business at Feel For Music, at a UKIE mixer following the recent UKIE Supercharged Sessions — an event focused on marketing and creative strategy within the games industry. The discussion that evening wasn’t just about trends or campaigns; it was about emotion — how to make players feel something deeper through sound. That’s where Feel For Music excels.
What Feel For Music Does
Founded on the principle that music and sound can transform storytelling, Feel For Music is an award-winning creative music consultancy and production company. Based in the UK, they specialize in helping game studios, brands, and agencies discover and define their sonic identity — from bespoke composition and licensing to full audio branding strategies.
Their work bridges creativity and strategy, treating sound not as an afterthought but as a core pillar of world-building. As their site, feelformusic.com, explains, they’ve collaborated with leading studios, labels, and agencies across games, film, advertising, and tech, always with the same mission: to find the perfect emotional tone for every project.
The Human Element: Kenny Vaughan
Kenny Vaughan, who leads new business and creative partnerships, is one of those rare professionals who understands both the artistry and the business behind music in media. With a career spanning music supervision, client relations, and creative strategy, his work focuses on connecting developers and studios with the right sound creators and licensing opportunities.
When I spoke with Kenny at the UKIE event, his passion for collaboration came across immediately. He spoke about how crucial music has become in defining a game’s identity — not just as background audio but as part of its DNA. His approach blends creative intuition with a deep understanding of industry logistics, making him the kind of connector every creative team needs in their orbit.
Sonic Storytelling in Games
The games industry has entered a new era of emotional design — where sound plays as much a role in immersion as visuals or gameplay. Feel For Music’s approach reflects that shift. They work with studios to create holistic sonic branding: ensuring that a title’s soundtrack, audio palette, and promotional music all speak the same creative language.
For developers, this means more than commissioning a track — it’s about crafting a sound identity that players instantly recognize and associate with their world. That philosophy aligns perfectly with the growing focus on cross-media storytelling and marketing integration within modern game development.
Why Studios Should Pay Attention
At events like the UKIE Supercharged Sessions, the theme of the day — marketing, engagement, and audience connection — resonated deeply with the conversations happening across the industry. Music sits at the intersection of all three.
A well-crafted score or licensed track doesn’t just elevate gameplay; it enhances brand recognition, trailer impact, and even social reach. Feel For Music understands this ecosystem better than most. Their collaborations go beyond the transactional to become creative partnerships — where sound helps shape identity, not just accompany it.
A Company That Feels Personal
Despite working with major brands, Feel For Music has the personable, collaborative energy of a boutique studio. They operate less like an agency and more like creative allies, bringing empathy and artistry into every brief. That spirit was evident in my conversation with Kenny — professional yet approachable, grounded yet ambitious.
It’s a reminder that in an industry built on creativity, relationships still drive results. Feel For Music thrives because they understand that sound isn’t just heard — it’s felt.
Final Thoughts
In an increasingly visual medium, Feel For Music is a reminder that some of the most powerful moments in games happen when you close your eyes and just listen. Their work brings authenticity and emotion to projects, whether through original composition, curation, or branding.
For developers, marketers, and storytellers alike, they represent a valuable creative partner — one that understands how to translate vision into resonance.
You can explore their work at www.feelformusic.com or connect with Kenny Vaughan on LinkedIn
