News & Press

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Your Brand Needs More Than a Sonic Logo

If a sonic logo is the only audio branding you have, you’re going to have trouble being heard. This isn’t because sonic logos — those catchy, often subliminal musical lines accompanying a brand’s visual mark — aren’t effective. In fact, many sonic logos are so good, we not only have trouble getting them out of our heads, we often recall them better than we do a company’s visual logo. The […]

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Artificial Intelligence Sonic Branding

Can AI Create a Sonic Brand?

These days, AI, and more specifically generative AI — which produces things like text, images, video, and music — is creating a lot of buzz (or fear depending on your stance). With such a growing interest in generative AI and big companies like Google and Microsoft pushing to innovate in the field, what does this mean for music creators, and more specifically, for the sonic branding world — could AI […]

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the big game 2023

The Sounds of the Big Game

Did you watch the 2023 Big Game? It certainly was a classic, hard-fought contest, with a memorable halftime performance by Rihanna – featuring hundreds of dancers in what looked like hazmat suits! But last Sunday was the Big Game of commercials as well, with the FOX network taking in almost $600 million in revenue. And that doesn’t account for the tens of millions of dollars advertisers spent preparing those commercials. […]

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Featured Video Play Icon

What’s the Sound of Your Brand?

It’s hard to think of the phrase “I’m lovin’ it” and not immediately recall the “ba-da-ba-ba-ba” of the McDonald’s jingle. It’s catchy, appealing and has been repeated so often, that, love it or hate it, it’s etched in your brain like a pop song from high school. Chances are that the sounds you hear when you power up your laptop, log into Netflix or make a Skype call are also […]

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Millennial Girl

Want to Reach Millennials? The Best Way May Be Through Their Ears.

For many brands, millennials are the holy grail. More than 80 million strong in the United States—a quarter of the country’s population—they are expected to spend a whopping $1.4 trillion this year (according to the consulting firm Accenture). Reaching these young people is a priority for most marketing campaigns, but to do so effectively, brands need to understand millennials’ buying patterns, lifestyle choices, entertainment preferences and ethics, and how they […]

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Vault Music Publishing Album Images

6 Tips for Securing Music Rights

Manage your expectations. OK…so you’re in deep on your perfect project, and you’ve found the perfect track – it’s from Coldplay!  Stop immediately!  Managing your – or your clients – expectations is the most important first step!  Commercially released songs from recording artists can be wildly expensive to clear, if they’ll even clear at all.  Instead, we typically use reference tracks not synchronized to a project to gauge the overall […]

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