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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 »

Eurovision 2018 finals musically speaking

We studied the genre, instrumentation and mood of each competitor in this years Eurovision song contest finals. Our infographics compare them to the TOP 3 countries (Israel, Cyprus and Austria) to bring a summary of the key musical attributes that led to success in this year’s competition. Sound type & key 42% of the music in the finals incorporated a mixture of acoustic and electronic music, while 31% sticked only to acoustic and 26% to electronic sounds. Electronic music elements are essential for the some of the music genres but acoustic elements are great for warming up the song and […] Read more »

Hearing will soon be the new seeing in Sweden

The visual brand space is becoming increasingly crowded at the moment. Consumers are currently exposed to thousands of visual advertisements daily. As a result, brands are having a tougher time at transmitting their stories and experiences to their already overloaded audiences. As online streaming has gone mainstream, audio consumption has skyrocketed along with it. People now spend over 30 hours per week listening to music and podcasts are on the rise as well, judging by the trend in the United States. Furthermore, audio is now being consumed not only by listening, but speaking as voice search and digital assistants are […] Read more »

Audio branding in the mobile age

Off the screen and beyond Smartphones are our pocket-sized traveling companions pretty much wherever we go. While branding and advertising through phone has traditionally been based on controlling and reacting to visual cues, there are places and moments in our daily lives where even the screen must turn off. Enter audio. Smartphones take audio to places where screens stay off Audio’s advantage over visual is that it removes obstacles of viewability. It can be consumed even when your smartphone’s screen is completely off. Digital audio, therefore, is the only source of customer impressions when the device is out of the […] Read more »

How to get invited to more productions

Do you feel like you are not selling enough music on Audiodraft or perhaps you are not getting as many invites to private project as you once were? If so, read on to find a potential reason for this drop in work. Audiodraft uses a system of tags to organise our instant tracks library and sort our talent into their areas of speciality. Tags come in four flavours; Genre, mood, instruments and sounds like. When you upload a track to Audiodraft, these tags are stored in our database. When a client approaches with a new brief, we use these tags […] Read more »

Melody vs. Production Finesse

In our previous blog post we talked about key things to take into consideration when creating unique audio. But there’s another obvious aspect to great music besides production – the composition itself. In a nutshell, great audio often consists of two crucial elements: a great melodic idea & high technical quality. (Not just the) Production quality It is extremely important to discover new, interesting ways and methods of production. But sometimes technically great producers forget the necessity of a memorable melody by focusing too much on exciting sounds. A solid melodic idea is paramount in making a standout piece of music. It […] Read more »