Latest news with #sonicbranding
Fast Company
16-06-2025
- Business
- Fast Company
Multiply the power of a brand name with a sonic signature
Sound is one of our most primal senses. Originally an early warning system from predators, sound still shapes our first impressions when we encounter something new. However, the branding world has historically led with the visual: brand name, logo, and design come first; sonic branding, if done at all, is done later. In today's AI-enabled world, this is a missed opportunity. When a sonic signature is developed at the start of the branding process—from the same phonetic DNA as the name—brands can engage consumers across multiple senses, turning first impressions into full-brain experiences. Why does sound matter? Branding is now more competitive than ever before. According to the U.S. Census Bureau, over 5 million new business applications were filed in 2024 alone. As these brands are launched into an already saturated marketplace, sound remains one of the most underrated tools for standing out. Sound is a call to action The power of sound is rooted in cognitive science, which shows that our brains are wired to seek out what's different. When we encounter something novel—like a brand—our brains quickly decide if it is worth remembering, all within the first few seconds. In that instant, sound gives brands a head start: auditory input is processed two to four times faster than visual input, and results in quicker reactions. For this reason, sound has historically been used as a powerful call to action. The first recorded example is when Paulinus of Nola, a Roman senator, introduced bells into the Christian church in 400 AD. These bells were the first 'sonic signature,' serving as a signal to call worshippers for prayer. Over a millennium later, scientist Ivan Pavlov formally proved the power of sound in the 1900s, showing that dogs could be conditioned to salivate at the sound of a bell (even when no food was presented). Today, we see this principle everywhere—it's why movie soundtracks make us feel a certain way (even when the movie isn't playing), or why YouTube has 10-hour videos of nature sounds to use while studying. Sound has a unique ability to transport us somewhere else, and this has extremely valuable implications in branding. Research from sonic testing firm SoundOut found that brands with recognizable sonic logos were seen as 5% more valuable (by 30,000 consumers), translating to millions of dollars in additional value. This was supported by Kantar's BrandZ research study, where brands with strong sonic assets reached 76% higher brand power and 138% increased perceptions of advertising strength. This means that sound is able to successfully drive consumer behavior (interest, engagement, or even purchase). Finally, a strong sonic logo markets itself: It's estimated that Intel's was played once every 5 seconds around the world after its release in 1994. Start with naming However, the sound of a brand doesn't start with its sonic signature, but with its name. Brand names are a priming tool of their own—they signal how a brand might behave. From over four decades of proprietary linguistic research, we know that different sounds can prime different associations in the mind of a consumer (this is called sound symbolism). We've found that sounds like 'z' and 'v' are fast and energetic, while sounds like 'b' and 'g' are large and stable, and so much more. When combined, these sounds shape the perception of consumers; an arbitrary name like Blackberry (loud and distinctive) creates different expectations from an invented name like Dasani (smooth and luxurious). When a brand name and sonic signature align, the result is more valuable and entirely authentic—a duet of brand assets that live and breathe as one. For example, Toyota's 3-note sonic signature features a choir of voices singing 'oh-oh-ah,' mirroring the vowel sounds of the brand name. Lucid Motors did the same: creating a 5-note melody that mirrored the five letters of Lucid. This synergy forms a lasting link between name and sound, boosting recognition—and consequently, purchase intent—even when the name or sound is encountered on its own. Beyond memorability, the integration of name and sonic has another powerful benefit. Cognitively, words and language (like a brand name) are processed in the left hemisphere of the brain, while music and sound are processed in the right. When name and sonic work together, they activate the whole brain—at both a conscious and subconscious level. This allows a brand to truly transcend the sum of its parts. A brand name on its own can make you think. A sound on its own can make you feel. But when name and sonic signature are designed as one, they create a unified cognitive experience: becoming more resonant, memorable, and impactful. In a crowded market, this isn't a luxury—it's your competitive advantage.
Yahoo
11-06-2025
- Business
- Yahoo
Songtradr Unites B2B Music Companies Under MassiveMusic, Reaffirms Position as the Industry Leader in Music for Business
LOS ANGELES, June 11, 2025 /PRNewswire/ -- Songtradr, the leading B2B music technology company, has unified its key B2B music businesses—7digital, Big Sync Music, Musicube and Resonance Sonic Branding—under the MassiveMusic brand to provide seamless music solutions at scale to the world's most iconic brands. As a result of this strategic unification, MassiveMusic is now the industry's most comprehensive, innovative provider of brand and business-centric music solutions, combining creative excellence with cutting-edge technology. A Unified Solution for Brands and Agencies By integrating 7digital's global distribution with Big Sync Music's advertising and licensing expertise, as well as Musicube's AI-powered intelligence, Resonance Sonic Branding's strategic services and MassiveMusic's renowned creativity, Songtradr streamlines the brand and business-centric music landscape. This provides brands, agencies and platforms with a seamless, end-to-end partner to maximize the impact of music and sound at scale. Meeting the Needs of a Transforming Industry In a rapidly evolving digital environment, the need for strategic music partners remains critical. MassiveMusic offers: Integrated Music Licensing: Unparalleled expertise in music licensing and music supervision, alongside access to a vast pre-cleared catalog enriched by advanced data and AI for precise music selection Creative Excellence: Award-winning custom music, sonic branding, and strategic audio solutions trusted by large global brands Technology Leadership: Proprietary tools like SoundCheck and MusicIQ for data-driven insights and measurable ROI, as well as the industry's best-in-class technology platform for accessing the world's music Global Reach: International presence providing local expertise and world-class service A New Era for B2B Music "This unification under MassiveMusic marks a pivotal step in simplifying the complexities of the music industry for our clients," said Paul Wiltshire, CEO. "Together, we deliver scalable, tech-driven, and creative sonic solutions that deepen emotional connections, elevate brand perception, and drive measurable business results across every touchpoint." About Songtradr Songtradr is the world's largest B2B music technology company, offering end-to-end music licensing, rights management, and direct-to-fan solutions. Through strategic acquisitions like MassiveMusic and Bandcamp, Songtradr empowers music creators and enables brands to connect with audiences through the power of music. Learn more at About MassiveMusic MassiveMusic, part of the Songtradr brand portfolio, is the global music and sound partner for leading brands, agencies, & platforms. By blending creativity, data-driven insights, and market-leading technology, MassiveMusic delivers scalable music strategies, innovative technology services and award-winning creative solutions, driving measurable business value and shaping the future of sound. Learn more at SOURCE MassiveMusic Sign in to access your portfolio
Zawya
03-06-2025
- Business
- Zawya
Julie Hanse joins MassiveMusic Dubai as Director of Partnerships, MENA
Dubai, UAE: MassiveMusic Dubai, the Middle East's leading, multi-award winning sonic identity and creative music agency, has appointed Julie Hanse as Director of Partnerships for the MENA region. With more than a decade of global music experience, Julie joins MassiveMusic as the company expands its team, client base, footprint and services in the Middle East and North Africa. In her new role, she is leading the company's partnership growth strategy, including identifying new opportunities for collaboration, and developing and managing relationships with key partners and clients. Julie's career began in New York after graduating from the Clive Davis Institute of Recorded Music at NYU's Tisch School of the Arts, where she studied music business, law and production. Her professional journey includes key roles at Kobalt Music Group, 300 Entertainment and The Orchard (Sony Music), where she developed deep expertise in artists and repertoire (A&R), deal-making, legal affairs, campaign management and publishing. Julie also completed an MSc in Strategic Marketing at Imperial College Business School in London, concentrating on the impact of emerging technologies on the music industry. Pierre Carnet, Managing Director, MassiveMusic Dubai, said: 'MassiveMusic Dubai has gone from strength to strength since setting up in the Middle East in 2022, delivering quality, tailor-made, award-winning sonic branding strategies for a wide range of businesses in an equally wide range of sectors - from established household names like the RTA and Careem to new ventures such as KSA's recently-launched AROYA Cruises. Julie's appointment comes at a new and exciting phase in our growth, and her expertise, experience, energy and fresh ideas are key to our continued success as we expand our team, customer base, project portfolio and footprint in MENA.' Julie Hanse, Director, Partnerships, added: 'I am thrilled to join MassiveMusic, particularly in the diverse, dynamic hub of Dubai. The MENA region continues to rapidly evolve, and it's an exciting time for the music and branding sectors. This part of the world is delivering a huge wave of innovative talent and groundbreaking work, and I am fortunate to be part of it. MassiveMusic is at the forefront of shaping sonic identities in the Middle East - and globally. I look forward to contributing to the company's further growth here in the region.' MassiveMusic's clients in MENA include Careem, RTA, BSF (formerly Bank Saudi Fransi), AROYA Cruises, TikTok, Ithra, Alrajhi Bank and NEOM. Media contact: Rebecca Rees on rebecca@ About MassiveMusic MassiveMusic, a Songtradr company, is the global music and sound partner for leading brands, agencies and platforms. By blending creativity, data-driven insights and market-leading technology, MassiveMusic delivers scalable music strategies, innovative technology services and award-winning creative solutions, driving measurable business value and shaping the future of sound. MassiveMusic's Middle East headquarters are located in Dubai, UAE. Learn more at
