The value of a sound…sound strategy is still a dim second in advertising briefs but smarter brands are catching on. Audi achieved sonic branding two years ago, with its sport for the A5 sportback —a steady, pumping heartbeat, breath and a piano as seen (and heard) above.

Last month, in an industry first, Unilever brand managers for its Comfort fabric conditioner hit MIDEM, the world's largest music industry trade fair, with an unusual proposition.Continue reading...

Cranking up the sound for Halloween, sound hounds Music Works and audio branders soundlounge sent us some seasonal food for thought: a list of "the top five terrifying tracks" and the musical reasons they're so creepy.

Coming in at #5 is Mike Oldfield’s Tubular Bells, synonymous with that ominous frightfest, The Exorcist. Separate from the film, the track’s mix of piano and bell melody creates persistent unease and dread about each plot twist.

Click through for more spooky sonic branding — and why certain musical tracks not only get stuck in your head, but your dread.Continue reading...

Fiat’s second foray into Faithless "prommercials" further blurs the lines between music and advertising, and branded entertainment.

Fiat aired its latest music video during a Big Brother TV broadcast in the UK on August 15, booking the entire three-minute commercial break on Channel 4.

But what exactly was that Feelin’ Good concept video featuring the Fiat Punto Evo? An ad, or a brand buy, sponsorship, or product placement? All of the above.Continue reading...