About us
Founded by David Courtier-Dutton and Grace Hammond in 2007, SoundOut has been at the forefront of global music testing with consumers for over 15 years.
Initially SoundOut focused on testing mainstream music for record labels, radio groups and tens of thousands of independent artists across the US and Europe and by 2015 had tested over 300,000 songs and enjoyed a dominant position with over 60% market share.
In 2015 we extended our capabilities outside music by helping brands test and position new products and ensure that their branding, marketing and messaging was consistent with their desired brand personality and desired archetype(s).
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This work with leading FMCG businesses continues to this day and has given us deep expertise in strategic branding.
Shortly after this we began to work closely with academics such as Professor Daniel Müllensiefen of Goldsmiths, University of London, a world leader in music psychology, to understand the neurological impact of music on branding and marketing both on an implicit and explicit basis (Daniel Kahneman's System 1/System 2). This work continues to this day and has resulted in a number of breakthrough methodologies and products, rooted in music psychology research, that enable us to understand and measure the true effectiveness of music in sonic branding and marketing.
Today we are regarded as the world experts in sonic branding and sonic marketing testing, matching logos and long form tracks to desired brand personality while also maximising effectiveness. We also help marketing teams find music from any source, music that not only triggers the right consumer response to a marketing campaign, but also stays true to the core brand identity.
With the world’s largest sonic logo brand tracking database of over 200 brands, plus a comparative database of over 500,000 tracks (reviewed and rated by consumers) we have an unrivalled understanding of how consumers react to music and an incredible data set that trains our AI technologies.