February 9, 2010 - 4:22am
Vancouver Island University music instructor Dr. Alex
Tsisserev will play a key role in shaping the experience of athletes,
dignitaries, members of the media and others who attend the Vancouver Winter
Games.
The music industry veteran has the task of programming
original and distinctive playlists for use at six venues in Whistler and
Vancouver during the Olympics. The concept is called sonic branding. Much like an interior designer creates a
visual personality of a space, Tsisserev will create a musical personality for
Olympic village venues.
“It’s as exciting as it is overwhelming,” said Tsisserev,
who has the role of “sonic branding architect” for the Games. “It’s a
once-in-a-lifetime opportunity.”
Tsisserev won the bid to find and program more
than 2,200 songs from various genres into playlists that will be used at
all non-event locations. The music is intended to create a signature sound for
the Vancouver 2010 Olympics that enhances the unique experience of all those in
the Olympic Village.
Tsisserev played solo piano live for athletes and
dignitaries at Whistler Sunday in advance of the Games and is booked to play
again on Friday when the Olympics begin.
Organizers of the Games do not want a random selection of
tunes or the kind of specialty feeds that provide standard background music in
coffee shops and retail outlets.
“They want selections that engage the listener, not the
monotony and impersonality of Muzak or a program director hitting ‘shuffle’ on
an iPod or satellite track list,” Tsisserev said.
The 41-year-old, who commutes to VIU by ferry from Lions Bay
north of Vancouver, is a composer, pianist and former staff writer for Warner
Chappell Music Publishing and Sony/ATV Music publishing. His international
background and skill set as a writer and producer will be important as he
and his team select music that will be heard by athletes representing about 80
countries from Albania to Uzbekistan.
Tsisserev said he will be passing on high-profile singers
such as Céline Dion as he aims to be ahead of the curve in showcasing new
talent.
“They will hear somebody who’s going to be the next Moby
or Sarah McLachlan – somebody who may be big in six months but people
will remember where they heard it first.”
Tsisserev said his role is unprecedented at the Olympics and
could open up a range of career opportunities. The emerging field is of
particular interest to Tsisserev who teaches a course on the business of music
at VIU.
While many students have their hearts set on earning their
living as performers, Tsisserev advises a practical approach.
“Working as a musician can be ambiguous, nebulous. You have
to carve your niche in the industry,” Tsisserev tells students.
He appreciates the support of VIU and music faculty
colleagues for encouraging involvement in cutting edge, creative projects.
Tsisserev welcomes the challenge of a heavy workload with
tight deadlines for the Games . “It’s a great opportunity to be a trailblazer –
to do something that’s never been done before,” he said.
His success with this sonic branding experience is the
catalyst behind his new company SonicBrandingArchitects.com which will consist
of a small and very select team including VIU music students Colin
McArthur and Dylan K. Sharpe and be aimed at servicing the hospitality, travel
and entertainment industries.
VIU president and vice-chancellor Ralph Nilson said
Tsisserev is making a unique contribution to the Olympics as he uses sonic
branding to enrich the experience of visitors to the Olympic Village.
“The eyes of the world are on Canada’s West Coast this month,”
Nilson said. “We’re proud of VIU students, graduates and faculty who are involved
in a variety of ways to ensure the Games are a memorable success.”
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