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Brand Band Partnerships –‘selling-in’

Posted by on Aug 15, 2014 in Brand Sound, brands and bands, digital music, Music business, Music Industry, Music Licensing, Sonic Branding, Sync Licensing | 0 comments

A new short documentary, commissioned by Jack Daniels in Australia, is examining how the musicians feel about partnering with brands. The film-maker, Dan Graetz, founder of Graetzmedia, said that he had built a company that made music videos to help those with very little money compete with artists backed by major labels – but that this was not at all...

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Co-flop: Supermarket chain faces staff mutiny over music programming

Posted by on Aug 5, 2014 in Brand Sound, brands and bands, Music business, Music Licensing, Sync Licensing | 0 comments

The Co-Operative Group faced staff mutiny last week after electing to support the independent music sector through having only unsigned artists on their Co-Op radio station. What started as an attempt to thrust independent music straight into their shoppers ears ended with a backlash of staff complaints that the music was ‘soul-destroying’’, with some...

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Sound branding of the Deutsche Bahn

Posted by on Aug 3, 2014 in Brand Sound, brands and bands, brands and music, Music Licensing, Sonic Branding, Sync Licensing | 0 comments

A real piece of solid sound strategy from German rail company Deutsche Bahn.  The company have been exploring the many possibilities of sound branding over the last year, even releasing a video explaining the many processes that they have undergone, in order to create what they describe as their ‘corporate sound.’ This sound is inextricably linked to the...

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A sonic logo to drive you crazy?

Posted by on Jul 30, 2014 in Advertising, Brand Sound, brands and music, Music business, Sonic Branding | 0 comments

Kia is not the first car company to have realised the potential in sound branding, a few months back now, soundlounge also wrote extensively about Audi going the extra mile to use the sound of just the engine of an Audi R8 model in their advertising. They were one of the first car manufacturers to appreciate that their cars have a unique sound DNA and that...

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Sound branding is a science and an art

Posted by on Jul 16, 2014 in Ad Music, Brand Sound, Music business, Music Licensing, Music Research, Sync Licensing | 1 comment

soundlounge’s recently released ‘Music Matters’ is a study into sound and how it is managed in advertising and marketing.What evolved was an indication that the advertising industry may be seriously under-utilising  the power of music in their commercials which is impacting on the response and connection to their consumers.  We know that there is a...

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Do you know what your brand sounds like?

Posted by on Jun 22, 2014 in Ad Music, Brand Sound, Sonic Branding, Sync Licensing | 0 comments

To understand the benefits of sound (or ‘sonic’) branding, just consider the noise that an Apple computer makes when you turn it on, the five notes that accompany any Intel advert or the use of ‘I Just Wanna Make Love To You’ by Etta James in a Diet Coke advert. We recently launched our Music Matters report, which looks at music as the ‘unsung hero’ of the...

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