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Sonic Academy Online - the business background PDF Print E-mail
Written by Groupe Intellex Global   
Tuesday, 12 June 2007 00:00

Sonic AcademyWith business mentoring support and advice from Groupe Intellex, Belfast-based Sonic Academy is going on-line.  After 12 months of intensive business development, the Beta version of Sonic Academy Online (SAO) will be launched on 30th January 2008.

Created by musicians Kevin Traynor (founder member of Divine Comedy) and Phil Johnston, provides  video training modules for the global education, consumer and professional music making and performance markets.

Kevin's experience in providing conventional class-based training courses shows that there's a real need out there - and it's a need linked to the product development pace of leading producers of high-tech music making kit.

With widely available (and increasing affordable) technology, amateur muscians can achieve professional sound quality.  They can record and release their own music for public consumption.  And yet..... music creation software packages can also be almost too clever - very complex and difficult to master.

SAO's business will be built on income from subscription fees, downloadable video tutorials, hardware and software sales, and industry advertising.

  • Streaming of flash orientated modular, structured, practical programmes including Music Production, Sound Recording & DJing;
  • Dynamic upload/download areas – which will allow a two way system of communication between tutors and students e.g. downloadable course materials – including audio samples, project templates etc.;
  • An online and open community – a global resource centre for like-minded music enthusiasts with FAQs and a forum moderated by industry experts;
  • Reviews of new hardware and software – world exclusive previews;
  • Online virtual reseller of carefully selected hardware and software packages;
  • Remote access for students to upload their tracks, sample banks and course materials;
  • “The Demo Lounge” section for music creators to get feedback on their music from industry experts and web 2.0 functionality e.g.  “Rate My Music” section from which the highest rated tracks are considered for release on a digital record label – Sonic Digital Music.

The great feature of the business model is its scalability, provided by the capacity of the internet to reach music consumers around the world.

A selection SAO live recorded training modules and company promo can be seen at



The new venture has been developed out of Sonic Music Services Limited (t/a Sonic DJ Academy) and is directed by Kevin Traynor and Phil Johnston.  Kevin was one of the founding members of Divine Comedy and has been involved in the music industry for 16 years. He also has a wide range of business experience having previously been a manager for KPMG and trained on the Financial Services Authority’s Fast Track scheme.

Phil Johnston has worked in the music industry for 13 years as a sound engineer, artist and producer and has been responsible for hit tracks such as Coast2Coast’s “Home” and remixes of tracks by some of the world’s biggest artists including Tears for Fears (“Shout”) and Annie Lennox (“Into the West”). He also spent 3 years heading up the music technology department in one of Northern Ireland’s leading pro-audio retailers.


Eoin Lambkin of Groupe Intellex has served as mentor and advisor from the inception of the SAO project.  Groupe Intellex continues to support Sonic Academy Online in its development of a wider business ecosystem, investment presentations, partner relationship management and strategic planning.  This commitment is part of our continuing promotion of new business development in Northern Ireland.




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