Insights on music consumption habits, memory, and what it means for the world of sonic branding — Thinking about today’s music in the context of greats such as The Beatles, Aretha Franklin, and David Bowie begs the question, will today’s music be remembered? After all, we have access to more media than at any other point in history. The sheer volume would seem to lessen our ability for recall years […]
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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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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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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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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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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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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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