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Seb’s years of play in the world of pop were not wasted. When he was tasked with creating the soundtrack for BIRKENSTOCK’S MADE IN GERMANY series, for which he teamed up with his cinematographer brother Ben Redgrove, the sibling creative crew created a visual and sonic masterpiece.

“The project was initially a bit overwhelming,” he says. “ I was handed hundreds of sounds harvested from the factories – from beeps, thuds, pings, and jingles sourced from deep within the buckle-pressing machine to the tonal hum of the footbed press.” But it did not take long for his creative instincts to work their magic. “By initially categorising the sounds I was able to isolate different beats and tones, helping me to create distinct tracks for each film.” He used a drum machine driven by an AI engine to make a bass tone, with individual sounds being added later to tell each individual story and match actions to sounds.

As part of the commission, BIRKENSTOCK asked Seb to focus on the theme of heritage, one of the brand’s fundamental pillars. “It was a tricky idea to approach, given its subjective nature,” he says. He chose to focus on the processes within each individual film, and zoomed in on them using accents (moments of strong emphasis) in the music. The artist took inspiration from German electronic music in the late 1970s. “When Kraftwerk hit America, it really influenced electro and techno, and it still does,” he explains, “I wanted to have a New York side to this music, and a German side to open it out, showing the way it has hit other parts of the world, in the same way BIRKENSTOCK has as a brand.”

By adding accents to the films, Seb was able to make each individually recognisable, conveying the importance of each part of the shoemaking process. Seb really honed in on the use of ASMR. ASMR (autonomous sensory meridian response) is the term used to describe a tingling, static-like, or ‘goosebump’ sensation in response to specific audio or visual stimuli. He explains how “a reaction to overstimulation” in contemporary life has made ASMR more important in music: “It is about concentrating on just one thing, and having your experience of that. Like us all having a shared experience of bubble wrap, something inane. It is important to ground people in real sounds again.” Using ASMR  in this context lets people be swept along on the journey of shoemaking. “Music controls the part of the brain that can really relax you, or make you go absolutely mental,” he says. “It’s a powerful tool when you’re trying to drive a story forward with sound.” And listening to the soundtrack of Made in Germany, as the products finally found there home in boxes ready to ship, there are more than a few goosebump moments.  “That’s the power of music…” says Seb, “It can take you anywhere.”