Cracking the alchemy of great sound is an art form. He is also a sound engineer and music producer Will Kinsella, whose successful career in the world of international music spans 15 years, developed the Elevator program to share his knowledge with budding artists, producers , amateurs and DJs from all over the world.
The Elevator program, co-founded by Kinsella and Alan O’Donovan, director of sales and marketing, is an online learning platform for music production and technology. It offers a suite of courses covering areas such as mixing and mastering and advanced electronic music production, and all courses are video-based and can be taken at the student’s pace. A personal development/mentorship program is also available upon request to help students reach their full potential in the music industry.
“Our vision is to become a global leader in music technology education and online music production and to build a learning ecosystem that will facilitate and nurture future innovations in the music industry,” said Kinsela. “The pandemic has seen a dramatic adaptation to online learning and in the years to come, we aim to be one of the leading technology companies facilitating this change.”
Kinsella first came up with the idea for Elevator in 2019 and saw it as an opportunity to design the kind of platform that would have helped him get started. He based it on his personal experience of trying to navigate the highly competitive international music industry and hopes that by sharing his insider knowledge, the process will be made easier for those who follow. “We want to give people the skills and technical knowledge they need, but also give our best graduates a way to get on the music industry ladder,” he says.
The company charges per lesson and Kinsella says its lessons are more affordable than the physical alternative, but more expensive than typical online music lessons that don’t offer the same indoor track or provide access to a platform. recognized venue where budding artists can showcase their talent.
Achievement for life
Kinsella learned his craft as a house engineer at Temple Lane and Grouse Lodge studios (known as the studio where Michael Jackson recorded his last work) and was involved in everything from jazz and folk to blues and music. progressive rock. For 10 years he has been teaching electronic music and currently teaches at the SAE Institutes for Creative Media and Entertainment in Berlin and Vienna. Kinsella has also taught at TU Dublin, which presented him with a Lifetime Achievement Award for his contribution in 2017.
“Elevator takes a very hands-on, industry-focused approach to preparing artists for success and we also offer our graduates a way to launch their career through our own label,” says Kinsella. “Over 3,500 artists have joined the Elevator program since our launch and our growing network spans from Dublin and Berlin to Detroit, London, New York, Amsterdam, Ibiza and beyond.
“We are focused on developing a fully online learning system, community and social media platform with our own unique software IP using No Code and Web3 technology to position ourselves as a market leader in the music industry,” added Kinsella. “Beyond that, we plan to expand into games, art, design, architecture, television, fashion, creative writing, film, C++ programming for virtual instruments and AI-related creative technologies.”
The Elevator program employs three people and the investment to date has been just over €100,000 between private equity and support from the Enterprise Ireland Competitive Start Fund and the New Frontiers program which Kinsella completed at TU Tallaght . Preparations for a €500,000 funding round to grow the business in Europe are underway and Kinsella says the goal is to grow Elevator into a technology-driven company that supports music-based jobs in Ireland outside of the live music industry.