Behind the Title: Sonic Union’s executive creative producer Halle Petro

This creative producer bounces between Sonic Union’s two New York locations, working with engineers and staff.

NAME: Halle Petro

COMPANY: New York City’s Sonic Union (@SonicUnionNYC)

CAN YOU DESCRIBE YOUR COMPANY?
Sonic Union works with agencies, brands, editors, producers and directors for creative development in all aspects of sound for advertising and film. Sound design, production sound, immersive and VR projects, original music, broadcast and Dolby Atmos mixes. If there is audio involved, we can help.

WHAT’S YOUR JOB TITLE?
Executive Creative Producer

WHAT DOES THAT ENTAIL?
My background is producing original music and sound design, so the position was created with my strengths in mind — to act as a creative liaison between our engineers and our clients. Basically, that means speaking to clients and flushing out a project before their session. Our scheduling producers love to call me and say, “So we have this really strange request…”

Sound is an asset to every edit, and our goal is to be involved in projects at earlier points in production. Along with our partners, I also recruit and meet new talent for adjunct and permanent projects.

I also recently launched a sonic speaker series at Sonic Union’s Bryant Park location, which has so far featured female VR directors Lily Baldwin and Jessica Brillhart, a producer from RadioLab and a career initiative event with more to come for fall 2018. My job allows me to wear multiple hats, which I love.

WHAT WOULD SURPRISE PEOPLE THE MOST ABOUT WHAT FALLS UNDER THAT TITLE?
I have no desk! I work between both our Bryant Park and Union Square studios to be in and out of sessions with engineers and speaking to staff at both locations. You can find me sitting in random places around the studio if I am not at client meetings. I love the freedom in that, and how it allows me to interact with folks at the studios.

WHAT’S YOUR FAVORITE PART OF THE JOB?
Recently, I was asked to participate on the AICP Curatorial Committee, which was an amazing chance to discuss and honor the work in our industry. I love how there is always so much to learn about our industry through how folks from different disciplines approach and participate in a project’s creative process. Being on that committee taught me so much.

WHAT’S YOUR LEAST FAVORITE?
There are too many tempting snacks around the studios ALL the time. As a sucker for chocolate, my waistline hates my job.

WHAT IS YOUR FAVORITE TIME OF THE DAY?
I like mornings before I head to the studio — walking clears my mind and allows ideas to percolate.

IF YOU DIDN’T HAVE THIS JOB, WHAT WOULD YOU BE DOING INSTEAD?
I would be a land baroness hosting bands in her barn! (True story: my dad calls me “The Land Baroness.”)

HOW EARLY ON DID YOU KNOW THIS WOULD BE YOUR PATH?
Well, I sort of fell into it. Early on I was a singer and performer who also worked a hundred jobs. I worked for an investment bank, as a travel concierge and celebrity assistant, all while playing with my band and auditioning. Eventually after a tour, I was tired of doing work that had nothing to do with what I loved, so I began working for a music company. The path unveiled itself from there!

Evelyn

CAN YOU NAME SOME RECENT PROJECTS YOU HAVE WORKED ON?
Sprint’s 2018 Super Bowl commercial Evelyn. I worked with the sound engineer to discuss creative ideas with the agency ahead of and during sound design sessions.

A film for Ogilvy: I helped source and record live drummers and created/produced a fluid composition for the edit with our composer.

WHAT IS THE PROJECT THAT YOU ARE MOST PROUD OF?
We are about to start working on a cool project with MIT and the NY Times.

NAME SOME TECHNOLOGY YOU CAN’T LIVE WITHOUT.
Probably podcasts and GPS, but I’d like to have the ability to say if the world lost power tomorrow, I’d be okay in the woods. I’d just be lost.

DO YOU LISTEN TO MUSIC WHILE YOU WORK?
Usually there is a selection of playlists going at the studios — I literally just requested Dolly Parton. Someone turned it off.

WHAT DO YOU DO TO DE-STRESS FROM IT ALL?
Cooking, gardening and horseback riding. I’m basically 75 years old.


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