Have you ever seen a business graph and thought how does it sound? National Public Radio (USA) translated this idea into a project. They took the Case-Shiller home price index as a basis for a composition – a kind of sonification – and converted the graph into musical notes.
Source: Case-Shiller Home Price Index, via Standard & Poors. Credit: Alyson Hurt.
Then they gave the sheet music to a bariton from Julliard School of Music, New York City. And that’s how it sounds “a decade of U.S. home prices”:
And here is a “decade of Miami home prices”:
I would not call it Sound Branding but it shows how graphs and data streams can be converted to sound and music. In a next step it could be woven into Sound Branding Elements…. Just some food for thought.
Some time ago I was interviewed by Fabrice Burtin who is the publisher of a very interesting blog on “branding in the hospitality industry, travel and others”.
The interview was originally published on his blog. The questions were asked by Fabrice Burtin.
“We are all familiar with the main dimensions of branding, however Sound Branding and Accoustic Identity are often forgotten though they have an obvious emotional impact on the perception of a brand and a dimension that is largely under utilised in the hotel industry. Karlheinz kindly agreed to answer my questions. Very insightful and fascinating.
Can you explain briefly the concept of “Sound Branding”?
Sound Branding (Audio Branding, Acoustic Branding, Sonic Branding) is the process of development, implementation and management of Sound Branding Elements. It includes all sound elements that are exclusively composed and produced for a brand. The key elements are: Continue reading →