What Are We Hearing Now is Audiodraft’s monthly series showcasing the latest news and insights from the world of audio branding. The importance of what we hear is increasingly important for brands right now. Take a look at the potential audio can bring to your brand and join the conversation! “Technology is moving toward more audio.” The popularity burst of digital streaming technologies is pushing brands to get creative with their content. In fact, some brands have already started to harness the potential of digital audio and music. Bacardi has realized the opportunity for interacting with audiences by collaborating with […] Read more »

 Kyrö Distillery company is a Finnish all-rye distillery founded in 2014 and they have won numerous international awards with their rye gins Kyrö Napue and Kyrö Koskue (incl. World’s Best Gin for Gin&Tonic in IWSC 2015, Gold Medal in San Francisco World Spirits Competition in 2016 and Outstanding Gin&Tonic in IWSC 2017). Kyrö Distillery’s products are sold in 28 countries and their first whisky release is the beginning of an exciting journey into Finnish 100% rye whisky. Audiodraft and Kyrö Distillery Company worked closely to design a tasting experience at Slush Music 2017 to showcase the power of audio […] Read more »

Music is a subjective experience. A composer might approach a song with a very different vocabulary and angle than a business professional. The lack of consistent attributes and references can, more often than not, create misunderstandings between any two people, let alone a brand and a musician working together on a production. When ordering custom music, you need a pretty solid plan of what kind of music you want to get. To land you and the composer on the same page from the get-go, you’ll need to create a brief that clearly describes the type of music that you’re looking […] Read more »

How are the smart speakers and audio streaming changing our internet consumption behavior? Is audio finally getting the marketing cred it deserves? It’s time to present a new edition of ‘What Are We Hearing Now’, compiling the latest news and insights from the world of audio branding for you to take a look and join the conversation. There’s a lot going on in the audio-first world, so let’s get right to it! Music to tell a story We often say, that music has the power to associate memories and powerful emotions, and now there is all the more reason to stick to that mantra. The […] Read more »

Article originally published in Adweek on July 5, 2018. As music streaming, podcasts, audiobooks, smart speakers, connected cars and voice assistants have caught the public’s attention, the amount of audio-friendly content space is multiplying by the minute. To plant a seed in this growing ecosystem, brands need a comprehensive strategy for navigating the flourishing mediums that rely on sound, music and voice. If your brand is not present in these new gardens of growth, then it runs the risk of falling behind companies that have put thought and effort into audio branding. Here are a few tips for creating an […] Read more »

Article originally published in Adweek June 28, 2018. As online video consumption keeps reaching more mind-boggling measures, visual storytelling is becoming a must in modern advertising and marketing. However, before devising your next cunning video campaign, it’s important to get hitched with a partner in crime whose significance in the delivery of the message and branding altogether is often overlooked. Music in advertising, whether it’s in the form of a chart-topping blockbuster music hit, a carefully composed theme song or mere silence, provides the spark that ignites our emotional engines. Moreover, it hands the audience a dictionary of the emotional context associated […] Read more »

Have you got your voice search marketing tactics lined up? Do you already know why audio will conquer social media? Yes, it’s time for yet another edition of ‘What Are We Hearing Now’, bringing you the latest news and insights from the world of audio branding. It is becoming increasingly important for brands to pair the visual brand guidelines with audio ones, to create the desired emotional connections in environments where sound is the only touchpoint. The exciting thing is that those guidelines can be sometimes found in unexpected places, just take a look at the approach we took with […] Read more »

Even though our perception of the words “advertisement” typically manifests as a visual form, what we see is only half of the overall impact. The invisible, plays a significant role in creating an emotional launch pad that we call audio. Last week YouTube revealed its Cannes to Cannes Top 10 Leaderboard, consisting of the platform’s most watched ads from April 2017 to April 2018. While featuring a relatively small group of entries, the list provides an assortment of different musical tactics to conveying each featured companies’ brand message. Here are 8 powerful examples of how music can influence the impact […] Read more »

 Audio branding often deals with turning abstract concepts like company values, brand attributes, and aspirations into sounds. However, there are occasions when concrete cues, such as visual brand features, provide the building blocks. In fact, our brief with Outotec put us in front of an intriguing and unique challenge: How can the colors of the Earth be turned into music? The Brief Our objective was to create a brand theme with an integrated audio logo that represents Outotec’s unique brand identity, while highlighting their earth-consciousness, and technological leadership. Furthermore, the theme needed to work across various touchpoints. Outotec provides leading […] Read more »

This year we have collected the best audio branding and audio marketing articles each month. 2018 is the year of audio branding, which can be seen in the sheer amount of articles about the topic. We found great articles on why audio branding is important now, what are the benefits and how to get started. Pandora for brands said that: “there has never been a better time to be a marketer who invests in audio.” We could not agree more. Wired for sound: Why brands need to shift the emphasis to audio experience In her current role as owner of the branding consultancy […] Read more »