Brand story

Dploy didn’t start with advertising. It started with a shared obsession for music, sound and the way they shape physical spaces. Over more than a decade, Charles Noirclerc and Adrien Fournis moved from music curation to building hardware, software and audio experiences for physical environments. Along the way, they discovered something bigger: in-store audio had become increasingly important, but the technology and business models behind it had failed to keep pace.

Charles and Adrien first met in the world of place-based audio, working with brands to shape their musical environments. But their interest quickly went beyond curation. They wanted to understand how sound could transform an experience, and how technology could make that experience better, easier to operate and more scalable. That maker mindset led them to create Midi Agency in 2018, combining music, hardware, software and physical experiences.