Sound Lounge Adds To Mixing Staff

May 3, 2002 12:00 PM, Editors

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Sound Lounge (New York City), a provider of audio post-production services to the advertising industry, has expanded its creative and technical resources with the promotion of Rob DiFondi, a staff assistant for the past two years, to mixer, and completing construction of an all-new, custom-designed digital audio mixing suite, the company's fifth, for mixer Philip Loeb.

The two moves come as Sound Lounge has just completed a number of high-profile projects, including campaigns for AT&T "mlife", Miller Lite and New Balance. Sound Lounge has also mixed seven spots that debuted on this year's Super Bowl broadcast. (The studio has a long track record of mixing Super Bowl spots, including having mixed four spots in 10 years voted "Best Liked" among Super Bowl ads.)

Loeb has inaugurated his new room with two prestigious assignments. They include a package of Mercedes Benz spots and the latest installment in Lipton Brisk's campaign featuring stop-motion celebrity characters. Loeb previously mixed the Lipton Brisk spot with Danny DeVito that debuted on this year's Super Bowl.

DiFondi's promotion is in keeping with Sound Lounge's philosophy of developing new talent from within, according to Sound Lounge co-founder and mixer Tom Jucarone. "We believe in developing our own talent so that they learn our approach to mixing and working with clients," he said. "It has been very successful for us. It has also helped us to attract a highly motivated group of assistants who are here for the sole purpose of becoming mixers."

Jucarone added clients now have begun to request DiFondi. "Rob has worked very hard and developed much faster than we had expected. He has earned this opportunity, and we are confident that he will make the most of it."

DiFondi began his career with Sound Lounge in 1999, immediately earning a degree in sound recording from the State University of New York College at Fredonia. "I knew I wanted to work in audio post for television, but I didn't know I'd end up in such a great place," he recalled. "After one month, I concluded that I'd be totally happy doing this for the rest of my life."

Sound Lounge's new mixing studio is also in keeping with long-held tradition. Its technical, acoustical, interior design and aesthetic features were designed by Loeb in concert with Jucarone and Sound Lounge chief engineer John DeMaio. The studio's central technical feature is a Pro Tools|24 MIXplus system and Digidesign's ProControl hardware control surface. The studio is linked to other Sound Lounge rooms via a local network, which also hosts an online sound effects library. "My new system has enough processing power and I/O to meet the demands of commercial mixing," Loeb said. "It allows me immediate access to the tools that I need to get the job done right."

The layout, designed to match Loeb's mixing style, places him in the center of the room. "This design keeps me in close proximity to my clients," he explained. "Advertising is a collaborative art, and I want my clients to be a part of the process. It should be easy to talk and exchange ideas."

Other features of the room include hand-laid hardwood floors, remote-control lighting and window treatments, and custom-made furniture by industry leader Forecast Consoles of Deer Park, N.Y.

Sound Lounge is located at 149 5th Ave., New York, N.Y. 10010. For more information, visit www.soundlounge.com.






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