Sonic Identity Redux 370 words · 2 minute read

By Chris Phenner | Music Dealers

We stared at blinking racks of servers pumping petabytes of video content into Networked Attached Storage.

Our client shouted as he explained how these racks stored and deployed their content, all around the world.

He shouted because above the servers were cooling vents that blew back our hair like that Maxell poster with the guy in the chair, wearing sunglasses.

And this was just inside the firewall.

This did not include the nine figures annually our client spends to engage consumers with Branded Content.

Explainer Videos, Webcasts, TV ads and original content were flowing.

And they all need music.

Music Dealers was on-site to deliver a Sonic Identity Workshop, a full-day agenda that frames how brands should find, choose and use their music.

This workshop focused on in-store music, but we do workshops for all verticals – each session is bespoke to each client’s brand attributes.

We start with the relationship between brands and music, going back to the 1600s. Music and business have been partners for a very long time.

If you read ‘Hit Brands,’ you get an education on Sonic Identity, but our workshops bring audio and video to engage and to focus the room.

After an hour, the topics shift to the client’s brand attributes, which we put on a screen and ask the room to dissect and to prioritize.

Words like ‘approachable’ and ‘empathetic’ and ‘inspiring’ are torn down and rebuilt using music.

And some attributes are discarded because folks struggle with them.

Adapting brand attributes into music attributes hones what feelings best define a brand’s Sonic Identity.

Sonic Identity Workshops deliver guidelines, but well beyond that, a self-service platform with access to real music reflecting a Sonic Identity.

And that music is cleared for commercial use globally, with all royalties paid by Music Dealers.

‘So happy we are doing this,’ said one client during our break. He was a musician and a sound engineer.

Our client had the people, the platforms and the products to create thousands of items of content annually, but music was a new asset to them.

Everybody learned about their team, about music and about how to create better customer relationships.

Power Chord!

Music Dealers