The Craft of Modern Sound Design with Minimal Audio + Lunacy

On November 6th, Plugin Boutique brought together some of today’s most forward-thinking sound designers and creative technologists for “Shaping Your Signature Sound – The Craft of Modern Sound Design with Minimal Audio & Lunacy.” Held in Los Angeles, the event featured an inspiring in-person conversation with Jake Penn (CEO & Co-Founder, Minimal Audio), Casey Kolb (CEO & Co-Founder, Lunacy), and Max Davidoff-Grey (Co-Founder, Lunacy), moderated by Matt Parad (Co-Founder, Jungle Audio).

Based in Los Angeles, Jake Penn is a producer, audio engineer, and co-founder of Minimal Audio. With over a decade shaping modern electronic music and sound design, his tools and productions are trusted by hundreds of thousands of creators. His work has been featured in outlets like XLR8R, IGN, and Sound on Sound.

CEO and co-founder, Casey Kolb is Lunacy‘s Chief Music Technologist, specializing in creating innovative software instruments. With a background in music and computer science from Princeton and a Masters in film composition from Berklee, he has contributed to projects including Lost in Space, Supernatural, Total War, and XCOM2, and developed custom virtual instruments for composers on projects like James Cameron’s The Game Changers and Netflix’s Afflicted.

Alongside Casey, co-founder Max Davidoff-Grey is a composer, producer, and sound designer, serving as Lunacy‘s resident synth expert, with a focus on modular synths and innovative product design. Trained at the Purcell School and Guildhall School of Music and Drama in London, he specializes in electronic music and has worked on scores for projects including Shadow and Bone, Project Power, Lady and the Tramp, and HBO’s Sra Genovese. Releasing electronic music as Max Grey on Cologne’s Modularfield label, he now lives in Los Angeles.

Throughout the discussion, attendees were invited behind the curtain of modern sound-design innovation, exploring how ideas transform into unique sonic identities, the evolving role of experimentation and technology, and the collaborative processes shaping the next wave of audio creation.

The evening opened with introductions and a brief conversation between the panellists, setting the stage for the main discussion. The panel then began by reflecting on the origins and evolution of their work. Each spoke to the early stages of their careers, the motivations that led them to pursue music production and sound design, and what inspired them to create their own plugins and eventually establish their companies. While the panellists came from different backgrounds, there was a shared emphasis on the curiosity, experimentation, and desire to solve creative challenges that led them to the path of plugin development. This portion of the discussion gave attendees a sense of how early influences, experiences, and personal interests can shape the trajectory of a career in music technology.

The conversation transitioned into the creative process, where the panellists explored how abstract ideas evolve into fully realised sounds or plugins. They discussed the iterative nature of their work, walking through the ways experimentation and refinement contribute to the development of new tools. The panel also covered the methods used to discover new sounds and processing techniques, and how creators know when a sound or plugin is “finished.” The discussion offered the audience an insight into the behind-the-scenes work required to bring a creative idea to life.

From there, the discussion moved to tools and workflow, examining the practical side of modern sound design. The panellists discussed the go-to tools and techniques they rely on when exploring new ideas, as well as the challenges of designing software that is simultaneously powerful, intuitive, and efficient. Emerging technologies, including AI and machine learning, were spoken of in the context of how they may shape workflows for sound designers and plugin developers in the future and each panellist’s thoughts on this, highlighting the balance between creativity and technical problem-solving that is central to developing innovative music tools.

The panel then explored the concept of shaping a signature sound. They discussed what it means to cultivate a distinct sonic identity and how producers can refine their personal creative voice. Jake Penn spoke particularly about Minimal Audio’s new product, Evoke, which works on finding the signature sound of your vocals. The conversation also touched on how certain sounds or features can unintentionally become part of a brand or artist’s identity over time, with Casey Kolb sharing what it means to have a signature sound as a music producer. The audience gained an understanding of the connection between experimentation, habit, and audience perception in creating a unique sound. This segment highlighted that signature sounds often emerge gradually through consistent exploration and creative risk-taking rather than being deliberately engineered from the outset.

Collaboration and community were another central theme of the evening. The panellists discussed how working with other creators, whether between companies, within teams, or with users, can influence creative direction and product development. They also considered how feedback from the community and real-world use of plugins can inspire new features or shape the evolution of a product. The conversation reinforced the idea that sound design is not created in isolation; it thrives in connection with others, with community and collaboration serving as catalysts for innovation and growth.

The discussion concluded with reflections on the future of sound design. The panel considered emerging trends, both technological and creative, and the ways in which the next generation of tools might redefine music production. They spoke conceptually about their “dream tools” that do not yet exist but could expand what is possible for creators in the coming years. This forward-looking portion of the discussion underscored the rapidly evolving nature of sound design and the ongoing dialogue between technology, creativity, and artistic expression.

Following the panel, the audience had the opportunity to ask questions, engaging directly with the creators. Attendees explored topics ranging from creative workflows and plugin development to approaches for refining their own sound, receiving insight into both the conceptual and practical aspects of modern sound design. While the discussion remained broad in scope, the Q\&A allowed the community to interact and connect directly with the panellists, reinforcing the collaborative spirit of the event.

The evening concluded with a casual networking session, giving attendees the chance to connect with one another, share ideas, and discuss the topics raised during the panel. The combination of informative discussion, interactive Q\&A, and community engagement made the event both educational and inspiring, leaving attendees with new perspectives on sound design and fresh motivation for their own creative projects.