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How to Create A Music Brief For Your Production

Music is a subjective experience. A composer might approach a song with a very different vocabulary and angle than a business professional. The lack of consistent attributes and references can, more often than not, create misunderstandings between any two people, let alone a brand and a musician working together on a production. When ordering custom music, you need a pretty solid plan of what kind of music you want to get. To land you and the composer on the same page from the get-go, you’ll need to create a brief that clearly describes the type of music that you’re looking […] Read more »

What Are We Hearing Now? July 2018

How are the smart speakers and audio streaming changing our internet consumption behavior? Is audio finally getting the marketing cred it deserves? It’s time to present a new edition of ‘What Are We Hearing Now’, compiling the latest news and insights from the world of audio branding for you to take a look and join the conversation. There’s a lot going on in the audio-first world, so let’s get right to it! Music to tell a story We often say, that music has the power to associate memories and powerful emotions, and now there is all the more reason to stick to that mantra. The […] Read more »

5 Tips for Integrating Audio Into a Marketing Strategy

Article originally published in Adweek on July 5, 2018. As music streaming, podcasts, audiobooks, smart speakers, connected cars and voice assistants have caught the public’s attention, the amount of audio-friendly content space is multiplying by the minute. To plant a seed in this growing ecosystem, brands need a comprehensive strategy for navigating the flourishing mediums that rely on sound, music and voice. If your brand is not present in these new gardens of growth, then it runs the risk of falling behind companies that have put thought and effort into audio branding. Here are a few tips for creating an […] Read more »

How Music Can Foster an Emotional Connection Between Brands and Audiences

Article originally published in Adweek June 28, 2018. As online video consumption keeps reaching more mind-boggling measures, visual storytelling is becoming a must in modern advertising and marketing. However, before devising your next cunning video campaign, it’s important to get hitched with a partner in crime whose significance in the delivery of the message and branding altogether is often overlooked. Music in advertising, whether it’s in the form of a chart-topping blockbuster music hit, a carefully composed theme song or mere silence, provides the spark that ignites our emotional engines. Moreover, it hands the audience a dictionary of the emotional context associated […] Read more »

What Are We Hearing Now? June 2018

Have you got your voice search marketing tactics lined up? Do you already know why audio will conquer social media? Yes, it’s time for yet another edition of ‘What Are We Hearing Now’, bringing you the latest news and insights from the world of audio branding. It is becoming increasingly important for brands to pair the visual brand guidelines with audio ones, to create the desired emotional connections in environments where sound is the only touchpoint. The exciting thing is that those guidelines can be sometimes found in unexpected places, just take a look at the approach we took with […] Read more »

8 ways how YouTube’s most popular ads use music to their advantage

Even though our perception of the words “advertisement” typically manifests as a visual form, what we see is only half of the overall impact. The invisible, plays a significant role in creating an emotional launch pad that we call audio. Last week YouTube revealed its Cannes to Cannes Top 10 Leaderboard, consisting of the platform’s most watched ads from April 2017 to April 2018. While featuring a relatively small group of entries, the list provides an assortment of different musical tactics to conveying each featured companies’ brand message. Here are 8 powerful examples of how music can influence the impact […] Read more »

Audio Branding Case Study: Outotec

 Audio branding often deals with turning abstract concepts like company values, brand attributes and aspirations into sounds. However, there are occasions when concrete cues, such as visual brand features, provide the building blocks. In fact, our brief with Outotec put us in front of an intriguing and unique challenge: How can the colors of the Earth be turned into music? The Brief Our objective was to create a brand theme with an integrated audio logo that represents Outotec’s unique brand identity, while highlighting their earth-consciousness, and technological leadership. Furthermore, the theme needed to work across various touchpoints. Outotec provides […] Read more »

What Are We Hearing Right Now? May 2018

Top Audio Branding and Audio Marketing articles, May 2018 This year we have collected the best audio branding and audio marketing articles each month. 2018 is the year of audio branding, which can be seen in the sheer amount of articles about the topic. We found great articles on why audio branding is important now, what are the benefits and how to get started. Pandora for brands said that: “there has never been a better time to be a marketer who invests in audio.” We could not agree more.  Here are top audio branding articles and highlights from May 2018 What are we hearing […] Read more »

What does an annual report sound like?

For businesses, audio presents a perfect tool for introducing a breath of fresh air into officious and, let’s face it, boring publications and events such as annual reports and meetings. What if each year companies were able to attract a significant amount of new shareholders by presenting their annual results in an entertaining, easy to access and modern format? The spectacle begins with a distant Brian Eno -style ambient track building up in the background, while the CEO describes the inspiring work their staff have done over the year and how their company culture links to their reason for existence […] Read more »

What are we hearing now? April 2018

Top Audio Branding and Audio Marketing articles, April 2018 Brands have their own voice in the current audio first world. These days, when a need for an audio identity is a reality, marketers have to consider its implementation and how the game of consumer trends is unfolding. Interestingly, along with the latest advancements in technology, some classic mediums such as online radio and, specifically, podcasts have returned to the game stronger than ever, thanks to digital audio streaming. Take a look at the potential that audio has to offer to enhance your brand’s impact today. What are we hearing now? […] Read more »