Alex Hislop on Creative Risk and the Art of Audio for Brands
GETME! owner, Alex Hislop, reflects on the beauty and shifting landscape of music and sound design in modern campaigns.
Alex Hislop is the creative force behind GETME!, a London-based agency delivering bespoke music and audio services for brands, publishers and artists. With a client roster boasting names like Miu Miu, Rapha, Nike, Dr. Martens, Uniqlo, Lanvin, Alexander McQueen, and PlayStation.
Alex’s journey into this world has been far from traditional. Forging his path through an instinct-driven blend of artistry and strategy, Alex has transitioned from full-time roles to building a boutique business that thrives at the nexus of culture, fashion, and sonic branding. Eschewing the trappings of large studios or sprawling teams, he prefers to focus on meaningful collaborations, leveraging a network of creative freelancers while staying deeply hands-on with every project.
His approach is shaped by a belief in the balance of originality, communication, and process, a perspective he applies not just to client work but to how he navigates modern trends, shifting expectations, and the constant push-pull between creative and commerce. His outlook on the evolution of music and sound design in advertising is one born from experience: that true impact is made when art, intent, and touch of the unconventional meet.
“Why does everything have to become easier and easier? We need to do something with our time, and mastery is quite an inherent desire and value which people should cherish.”
How did your early experiences shape your approach to creative briefs and client work today?
It’s really hard! You end up switching between ‘new business mode’ and actually wanting to make good work—those feel like two different brains. Sometimes I’ve got business acumen at the front and wild creative stuff at the back, playing tug of war. Honestly, I just try not to let one completely take over. If you forget the ‘why,’ what’s the point? Also, you can sit on LinkedIn all day and convince yourself you’re being productive, but honestly, a walk or random inspiration is just as vital.
How do you translate a brand’s values into music or sound design that performs creatively and commercially?
Fashion jobs are fun because there’s a bit more freedom, and they’re less stressed about being super accessible. Some art directors have a tight vision, which is great if they trust you to bring your own flavour. Communication matters: too many weird references just get confusing and, honestly, can kill the vibe. I always end up filtering everything through my taste, whether I mean to or not.
How have client expectations changed with the rise in short-form and social-first content?
I haven’t been doing this for decades, but lately I think people are properly caring about music and sound design. There’s a race now; someone does something bolder, everyone has to keep up! Suddenly, everyone’s experimenting with weird sounds or just using city ambiences. But you still never get credited properly, which is wild when sound is half the magic. I actually enjoy leaning into the weird; naivety keeps the work fresh. Otherwise, you just churn out the same, forgettable stuff.
What draws you to creative risk-taking, and how do brands and audiences respond to unexpected sounds?
I love sticking in the ‘wrong’ sounds, confusing people in a good way! If your only goal is to sound professional or use the trendy swooshes… It’s not for me. I want a project to feel like it has a thumbprint, even if it’s a little strange. Turns out, both brands and audiences are starting to enjoy that.
“Never forget why you do it in the first place, and also focus on the process rather than the outcome when it comes to anything creative.”
What trends do you believe will shape the future, and how is GETME! preparing to stay ahead?
This one is hard to predict. AI is this weird elephant in the room, all a bit fascinating and even a bit boring. Taste and relationships are still the human bit that AI can’t fake. Niche and artistry will matter more. People crave the human touch even with digital stuff; knowing someone really made it, not just hit ‘generate.’ Honestly, I’m just leaning into doing things that feel real and mastering my craft, not just being a ‘tool’ for someone else.
Learn more about Ales Hislop here & GETME! here.
