Shaping the future of sound: Forever Audio’s journey with Creative Growth Finance

Forever Audio, a leader in audio post-production and creative, has taken a significant step forward with the launch of a new flagship audio suite at its Tottenham Court Road facility. This expansion has been made possible through a six-figure investment from Creative Growth Finance, reinforcing the company’s position at the forefront of their industry and priming them for future growth. Also, Creative UK’s support goes beyond financial backing – we acted as a strategic investment partner for Forever Audio, providing additional support to facilitate their continued success.

We spoke to Forever Audio’s co-founder and CEO, Seb Juviler, to learn about the journey behind this expansion, the impact of investment from Creative UK, and how their business is shaping the future of audio storytelling.

Seb Juviler

Creative UK: What led you to create Forever Audio, and what makes it unique in the industry?

Seb Juviler: We’ve been in the industry for nearly 20 years, growing from a small team to a leading audio post-production company and specialist audio ad agency, which is quite a unique combination, but one that’s allowed us to build some really amazing client relationships. My background is in music and sound engineering, and I love working with talented creatives to produce outstanding audio. We focus on storytelling through sound, ensuring every project – from film to advertising – has an emotional impact.

A major part of our success has been creating a welcoming studio environment. Making artists and clients feel comfortable results in the best performances. Over the years, we’ve embraced new technologies, from early digital workflows to today’s spatial audio and immersive formats. By staying at the forefront of innovation, we ensure our clients receive world-class audio services. Our approach has always been collaborative – working closely with brands, agencies, and filmmakers to bring their creative vision to life. This dedication to craftsmanship and innovation has helped us build long-term partnerships and establish a strong reputation in the industry.

Creative UK: What challenges did you face when seeking investment?

Seb Juviler: In late 2023, we recognised the need to invest in growth. The audio industry was expanding, but external challenges like the US actors’ and writers’ strikes, rising interest rates, and economic uncertainty made securing finance tricky. We knew that in order to maintain momentum and future-proof the business, we needed strategic financial backing.

Forever Audio has always been independent, and we’ve been cautious about debt. We explored various funding options, but many traditional lenders don’t fully understand the nuances of the creative sector.

Creative UK: How did you come to choose Creative UK Investments?

Seb Juviler: Creative UK stood out for a number of reasons. They have a deep understanding of our industry, and their support was more than just financial. They provided guidance on structuring our business, improving financial planning, and positioning us for sustainable growth. It was important for us to work with an investor who saw the long-term value of audio and creative content.

With their investment, we’ve been able to make crucial upgrades, expand our capabilities and team, and strengthen our financial position without compromising our independence.

Creative UK: Part of the goal behind the investment was building a brand-new audio suite. What was the strategy behind this, and how does it support your long-term vision?

Seb Juviler: We saw an opportunity to expand our capabilities with a new flagship Dolby Atmos suite at our Central London facility. We were actually one of the first facilities to adopt Atmos when we built our Commercials & Trailers suite, Studio 7 back in 2017. The demand for high-quality immersive audio across different channels beyond cinema, has gone from strength to strength in the years since then, as more platforms, content creators and advertisers adopt Atmos and other 3D audio formats. And despite the challenging financial environment over the past few years, there’s been significant long-term investment into the UK film and TV production industry where Forever Audio are well established in the high-end voice recording space. We provide a huge amount of post dialogue recording (ADR) for hit shows like Bridgerton, and films including Dune and Studio 8 is well setup to support growth in that sector too. We’ve always benefited from a bit of cross-industry balance, so ensuring the space was multi-functional was very important to us.

While remote work increased during COVID, there’s still a strong demand for in-person collaboration in the heart of the city provided the service and tech is exceptional. A high-end Dolby Atmos array is something that can’t be easily replicated at home, and the space is TPN security certified, allowing us to work on pre-release content from major studios – again a high barrier to entry.

Creative UK: Now that the audio facility is complete, what positive impact has it had on your business, and what exciting opportunities do you see for the future?

Seb Juviler: We’ve been delighted to see the space booked out already with some really exciting projects. Of course, it’s important that our team see us continuing to invest in the business, and the suite cements our position at the forefront of the industry. This is about future-proofing the business and offering all our clients across advertising, TV, film, and long-form audio an exceptional level of technical and creative service whilst being able to deliver world-class sound for all the evolving formats.

Creative UK: How do you see the role of audio evolving for brands, and what opportunities are emerging?

Seb Juviler: Audio is becoming a more vital part of brand identity. Traditionally, brands have prioritised visual identity, but research shows that audio builds stronger emotional connections. Companies are realising that having a distinct sound is just as important as having a strong visual identity.

Whether it’s advertising, podcasting, or immersive experiences, we’re helping brands integrate audio more effectively across multiple channels. The rise of voice technology, smart speakers, and interactive audio experiences is changing the way consumers engage with brands. Businesses that invest in high-quality audio now will have a stronger presence in the future. We see this as an exciting time for the industry – audio is no longer just a supporting element; it’s a core part of the storytelling process, and we’re excited to be at the forefront of that shift.

Creative UK: Beyond investment, how has Creative UK supported your growth?

Seb Juviler: Their support goes beyond finance. I’ve attended their events, gained insights from industry experts, and accessed a network of professionals who understand the creative sector. Having a financial partner that shares our vision and is invested in our success has given us the confidence to push forward with our growth plans.

From structuring our business more effectively to refining our financial approach, they’ve been instrumental in helping us navigate challenges, especially in the past year or so off the back of the actors strikes. Their sector expertise means they understand the pressures we face.

The support we received from the Creative UK team throughout the investment process was first class. Rahul Misra has been supportive and enthusiastic from the very beginning, while Hannah Long’s hands-on support was greatly appreciated. Nick Cavander was instrumental in making key introductions, and Tim Evans’ contribution to our recent company event as a panel member was fantastic.

It’s very different to what a relationship with a bank would be, just the fact that I can even name four people and I have actually met them! It is quite something.

Creative UK: What advice would you give to other creative businesses looking for investment?

Seb Juviler: Get your financials in order early. Creative businesses thrive on innovation, but financial discipline is just as important. Having a strong financial director or someone who understands the numbers is essential.

Investors need confidence in your financial stability. We moved through the funding process quickly because we had clear, structured management accounts. It’s not just about having a great idea – you need solid financial processes to make it a reality. In today’s economy, that’s more important than ever. Understanding your revenue streams, forecasting accurately, and having a strong financial plan will put you in a much stronger position when seeking investment. My advice would be to surround yourself with good advisors, be transparent with potential investors, and choose a funding partner that aligns with your values and long-term goals. Investment is not just about securing money – it’s about building a sustainable future for your business, and the right partner makes all the difference.

With new investment, cutting-edge facilities, and a focus on the future of audio, Forever Audio is poised for continued growth. With Creative UK Investments as a partner, the next chapter promises to be an exciting one.

Learn more about Creative Growth Finance today.