The idea of using sound for branding is not new, but particularly in Europe, is considered an important marketing speciality. Using all of the usual marketing techniques of research, trial and retrial, entire agencies target sonic branding. It is the least used branding method and considered the technique with the most growth potential.
At the 2012 Audio Branding Congress at the University of Oxford, virtually every research project and branding development came from Europe. Speaking to other attendees, they were surprised at the lack of American participation when they felt American development was extremely mature. Cases cited included Harley-Davidson’s famous exhaust tuning studio, Intel Inside, and the omnipresent McDonald’s audio logo. New work presented at Oxford included sound design for the atmosphere in Harrod’s famous toy department in London featuring regenerative soundscapes, audio logos for two famous European companies, and an entire suite of sonically different logo-based music for use throughout the Dell Computer organization.
Recent literature that sum up current directions in sonic branding include “Sound Business” by Julian Treasure of The Sound Agency and “Audio Branding”, a compilation of articles and studies representing all issues associated with creating effective audio branding.
While considered a niche, sonic branding can be a differentiating part of the portfolio of a sound designer and/or composer. The unique chances to present their work from typical broadcast and the Internet to prestigious and renowned public spaces can be a fulfilling and challenging opportunity. Presented properly, any sound design student can be introduced to opportunities very closely tied to the main thrust of their education track. With awareness of jingle writers and sound designers in studios for traditional advertising media, adding the potential in sonic branding is worth investigating.
This week’s royalty free music pick of the week features production music by Michael Musco, track ID 325204 Cool Business Model. This stock music track is packed full of chill corporate attitude that says progressive but civilized, technological but with values. Ideal for advertising, corporate video, even exhibitions and presentations.
Our royalty free music pick of the week this week is a dramatic piece of production music. Heavy Rain by Ramazan Yuksel is a steady determined stock audio track that is both melancholy and uplifting at all at once. Suitable as background instrumental soundtrack for movies, video games and documentaries.
There are thousands of ways to effectively use royalty free music in a multimedia project, each of which enhances the feel and professionalism of a production. We’ve put together a short list of five great uses for stock production music to get your creative juices flowing.
1) Create a Video Game Soundtrack. From first person shooters to RPG, you can use action tracks and cinematic fantasy cuts to create a new world of interaction.
2) Energize a Corporate Video or Industrial Film. Whether it’s about wine and cheese, or duct tape, royalty free music and audio can add a new layer of interest and energy to corporate videos and promotional or training material.
3) Spice up a Website with Background Music. The perfect music track, whether it’s playing via HTML 5 audio or Flash, can drastically change the user experience on any website. Just make sure you give the user an option to adjust the volume.
4) Spread the Love with E-Greeting Cards. Pick out a romantic piece of music and combine it with a cute animation, and you’ll be set for any holiday requiring cards or flowers. The right music cut will take a great greeting card to tear-producing (in a good way).
5) Add Intrigue and Drama with an Audio Book Narration Bed. A common use for stock audio is creating an additional dramatic layer beneath audiobook narrations. Music helps tell a story, and royalty free music is an affordable way to just that in your next book project.
There are ton’s of other applications out there for using music as part of a multimedia project. So let us know — how do you use royalty free music in a unique way?