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Bridging The Gap Between Visual Brand and Audio Brand

Did you know that 86% of advertisers have visual branding guidelines but only 17% have audio branding guidelines (Radiocentre, 2015)? Whether you plan for it or not, your brand generates sound. Take a moment to think about it. The lack of audio planning, or just plainly neglecting it, are decisions which affect consumer perception regardless of whether it was a strategic choice or not. Any audio used in conjunction with your brand from product sounds to in-store background music, define and mold how your consumers perceive you. There is no way around it. This is not a warning, it is an […] 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 »