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Earn More Money with Co-Production

Co-Producers are the unsung heroes behind every great album. People like Phil Spector with his pioneering work with the Beatles and his wall of sound technique. Then there is the work of Dr. Dre and his production skills on the album “2001”. Still not convinced about the importance of Co-Producers? We have one last name for you. Rick Rubin *Drops Mic* Make Money – Put your ears to work Audiodraft currently has over 100 talented Co-Producers on site. Out of a community of 20,000 this is a tiny fraction of our talented community. We want to change that as we […] Read more »

Authenticity – the now of music marketing

In the last blog post we looked at the historical development of music marketing. Now, it’s time for an analysis about where the industry is heading at the moment.  Until the early 21st century it was common to simply either pay a successful artist to sing about a certain big brand or product (like Michael Jakson, it’s good, it’s good, drink Pepsi!), make a catchy ear worm with a slogan (this is still done nowadays but not so much as a part of modern branding) or bluntly show famous people using the marketed product (usually in very corny ways). Nowadays music marketing is becoming increasingly subtle. In […] Read more »

A Brief History of Audio Marketing

Originating from a German word meaning “to burn”–recalling the practice of producers burning their mark onto their products–a brand, especially a visual logo, became an essential part of company identities in the early 20th century. Musical advertising goes back at least to 1926. The cereal brand ‘Wheaties’ created a short tune to be played on the radio during Christmas. Sales increased substantially as this marketing tool proved to be extremely effective. Companies understood the value of music, and especially its power to communicate an emotional and lasting message which people can recall long after they have actually heard it. After […] Read more »

Brand x Artist – 4 Ways Brands Can Benefit from Music Partnerships

Brands use music to create an emotional connection. To reach a certain demographic of consumers, companies are creating experiences that include passion. As music is the best way to evoke emotion, brands are now discovering more possibilities to leverage this creative counterpart. Nowadays authenticity is one of the most important brand asset any company can have. That’s because especially young people are becoming less engaged by traditional marketing. So investing in music and supporting creative individuals is a way for brands to achieve the duality of being both considered authentic and gain big enough attention for the needed marketing proposals. […] Read more »

Sound is the Key to Our Emotional Centre

Audio marketing creates a growth in brand value and generates higher sales. As the gap between (emotional and engaging) advertising and a purchase is becoming shorter. That’s why auditive communication boosts sales figures in the highly competitive environment of today. The multi sensory media and marketing culture is taking over the plain optical. This means that brands are experienced through all the senses. People can not only see but feel, hear, smell and taste different brands. This development is happening because the senses are the opening to our deep life experiences and to our feelings. It’s very powerful yet indistinguishable by many. That’s why it’s also the right […] Read more »

Sound Economy Series: 4 Ways Sound Affects Us

  Sound affects us in many ways, though it’s usually very unconscious. That’s why there is no point researching environmental sound or music by asking people what they think of the sounds around them. In most cases, they won’t have noticed these surrounding sounds until you ask – and when you crystallise their perception by asking they will form an instant opinion that probably has nothing to do with the way the sound was affecting them before they noticed it. So although unconscious, the effects of sound are great. Firstly, sounds have physiological effects. Sudden noises can make our brain release cortisol […] Read more »

Sound Economy Series: Hearing is first

    Hearing is our most primal sense, and yet it is astoundingly undervalued. Sound is rated as a key element of brand communication by 41% of consumers, but only 12% of the world’s marketing communication budgets are spent on it. This makes little sense, because consistent sound increases the impact of visual communication by up to 1207%*. Businesses and other organisations would benefit hugely by focusing on coherent audio branding. There are three core reasons why hearing should be taken more seriously in any branding situation. 1. Hearing is our first sense in time Firstly, we simply cannot turn our hearing […] Read more »

Audiodraft Case Studies: Pauli Kopu, Klok

Creative Director and Co-Founder Pauli Kopu from creative video agency Klok talked with us about the challenges of the creative industry and their latest Audiodraft production Future of TV. Klok is a blooming Finnish film and video production agency offering a wide array of creative, production, and strategic services. Besides ordinary video production they focus on basically anything related to moving image from distribution strategies to audience analytics. Due to the urge to know every aspect possible of their industry Klok’s team describes themselves simply as a creative video agency. Creative director and co-founder of Klok, Pauli Kopu’s calm and insightful comments […] Read more »

Audiodraft Case Studies: JingleTV

JingleTV Amps Up Their Game With Audiodraft Blanket License JingleTV is a creative music production company based in Turkey. The company composes and produces a wide array of music and sound designs for advertising, feature film, game and television industries. We had a Skype call with Batuhan Firat, the owner of the company. Firat has worked almost a decade in the industry and founded JingleTV about six years ago. Now, as the company has been getting more popular, the growing number of customers means JingleTV needs more composers to keep up with all their projects. While trying to find the best creative people […] Read more »

Audiodraft Case Studies: Lahtinen Mantere Saatchi & Saatchi

This time we start a new series of Case Studies in our Audiodraft Blog. We called Mathias Lampenius, Project Director at Lahtinen Mantere Saatchi & Saatchi, to talk about their recent TV ad “Oolannin Grilliperunat”. Talking with Mathias Lampenius, the project director of the bustling Helsinki-based advertising agency Lahtinen Mantere Saatchi & Saatchi, you get exactly the kind of a sunny, resourceful vibe you’d expect from a director in the fast-paced creative marketing industry. Explaining how he first came up with the original brief, Lampenius stressed the necessity of appropriate music and soundscapes from the beginning of a project. When […] Read more »