Meet the Team – Renato: Bridging Music And Innovation
November 29, 2024Renato is a music industry entrepreneur with a deep understanding of the audiovisual world, a strong customer-focused approach, and a wide network across the creative industries. As the Brand and Innovation Partner at Karanyi Sounds, Renato draws on his expertise in music licensing, supervision, and technology to develop tools that empower musicians. In addition to his work with Karanyi Sounds, he is an active partner in Europe in Synch, where he collaborates on initiatives that bridge music with other creative sectors. Renato is also widely recognized as a speaker, facilitator, mentor, and masterclass host at international music industry events, sharing insights and fostering growth within the creative community.
Questions and Answers:
What was your first instrument?
While I’m not a musician myself, my first powerful exposure to music and media came through skateboarding videos in the early 90s. Watching those videos in my early teenage years introduced me to a unique blend of sounds and visuals, leaving a lasting impression on me and sparking my journey into the world of music and media. That early experience continues to influence how I approach music licensing and product development today.
What motivates you when working on a new product?
My motivation comes from a customer-first perspective. While the rest of the team brings in-depth production and technical expertise, I focus on representing the less experienced customer who seeks an emotional connection to the instruments. I want every product to feel intuitive and inspiring, something that resonates with users on a deeper level beyond just functionality. Seeing our products spark creativity and connection in others is what drives me forward.
What challenges do you encounter in your work, and how do you solve them?
The music industry is in a constant state of flux, with innovations reshaping how we create, share, and experience music. One of the biggest challenges is navigating these tectonic shifts while acknowledging a somewhat controversial truth: the human brain inherently resists change. Even though we’re surrounded by evolving creative tools and trends, our minds often prefer stability. Bridging this gap—introducing change in ways that don’t feel jarring but rather inviting—is a core challenge in our work. Instead of being swept away by each shiny new tech innovation, I aim to uncover the true movers of change, the underlying trends that resonate deeply and lastingly. By staying focused on these essentials, we strive to develop tools that adapt with our users, creating meaningful connections and encouraging new forms of expression without overwhelming them.
How do you see the future of music software and VSTs?
As the creation and consumption of music continue to converge, we’re seeing unique opportunities for innovation. William Gibson said it well: “The future is already here—it’s just not evenly distributed.” In music technology, different stages of advancement will coexist in parallel, each shaping and interacting with the others in fascinating ways. At Karanyi Sounds, we aim to be at the forefront of this evolution, pushing the boundaries of what’s possible while staying grounded in the core principles of how music is made. This balance—innovating boldly while respecting the foundations of music creation—gives us an edge and a clear vision of where we’re headed. The future of VSTs will be a blend of new and existing technologies, and I believe our role is to harness these possibilities, offering tools that not only support today’s artists but evolve alongside their needs.
What music genres do you listen to most often, and how does this influence your work?
I’m fascinated by how music can shape our everyday experiences—Endel is a big part of that for me, offering soundscapes that adapt to whatever I’m doing and giving music a new functional role. Beyond that, hip hop is my favorite genre; it keeps me tuned into fresh sounds and production styles. I also love rediscovering the eclectic soundtracks from old skate videos—they have a certain rawness and unexpected mix.
What are your favorite products from us and why?
I really like plugins that know what they’re about but still leave room for exploration. That’s why Lofi Keys stands out for me. It’s got these fantastic electric piano and synth sounds that instantly bring that lofi vibe, plus some fun effects like VHS and vinyl noise that let you mess with the texture.
But what I love most is how it doesn’t lock you into just one kind of sound. You can stick with the classic lofi warmth or start experimenting, layering in different effects, blending sounds together, and finding your own version of “lofi.” It’s a tool that feels both familiar and flexible, which makes it a joy to work with—whether you’re after those cozy, nostalgic tones or something that pushes the genre in a new direction.
Renato’s expertise and visionary approach continue to drive innovation at Karanyi Sounds, ensuring the company remains at the forefront of the music and creative industries. His dedication to empowering musicians and fostering collaboration between sectors reflects his passion for building a connected and thriving creative community. As Karanyi Sounds evolves, Renato’s leadership and insights will play a key role in shaping tools that inspire and elevate musicians worldwide. Stay tuned for more stories from our team and exciting updates!
