Tag Archives: Brands and Music

User generated music – a new way to interact with your target group

Have you ever dreamed of to give your favorite band some inspiration? Coca-Cola translates this idea into action. Coca-Cola Music, a new music program that will give teens the opportunity to be part of the creation of a new song and … Continue reading

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Give it some heat!

I just came across this TV commercial which I would like to share with you. It’s from the BC Lions football team and it’s already from the year 2004 but it’s a great example how you can make a great spot without music, however; with a great voice character and a sound at the end which could be part of a unique Sound Branding (Do you feel the impact when suddenly the cheering kicks in?). Enjoy it!

Is music the international language?

When working on international Sound Branding projects clients often ask me whether music is international and can be used all over the world. So far to me classical, pop and Hollywood film music can be titled as international music which will be understood nearly all over the world. Nevertheless to be on the safe side on a Sound Branding project which is to be implemented worldwide local market research is the only safe way to go. You can imagine that the budget for such a research project is sky high.

So I am happy for every little piece of information about the recognition of music in an international setting, as academic research is limited. Now we have some more insights regarding this issue. It has long been debated which aspects of music perception are universal and which are developed only after exposure to a specific musical culture.

In a crosscultural study with participants from a native African population (Mafa) and Western participants results show that basic emotions in Western music can be recognized universally (Academic article: “Universal recognition of three basic emotions in music” Current BiologyVolume 19, Issue 7, 573-576, 19 March 2009).

In a first step the international researcher team … Continue reading