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DLMDD unveils ground-breaking new audience insight tool DLMDD Ignite to help brands find their sound

Powered by SoundOut, DLMDD Ignite brings the science of sound into brand-building, benchmarking brands and their values against 1000s of commercial hit records

DLMDD new audience insight _ SoundOut
DLMDD new audience insight _ SoundOut

18 January 2022, London, UK: DLMDD, the sonic branding agency, today brings the science of sound into brand building with the launch of DLMDD Ignite, a ground-breaking new audience insight tool to guide, inspire and fuel brands to find their sound.

Powered by SoundOut, the world leaders in sonic research testing, DLMDD Ignite provides a starting point for a brand’s sonic journey; whether they’re looking to create a whole new sonic identity from scratch, or to add a soundtrack to an advertising campaign.

Using world-leading audience insight and data science, DLMDD Ignite can benchmark brands, their values and archetypes against the sonic attributes of 1000s of commercial hit records. This provides a glimpse into the sound and tone of their brand based on the emotional DNA of music, and which artists and genres are most relevant to their values and target audience.

By analysing the creative genius of the world’s best songwriters and with insight from the world’s biggest sonic audience, DLMDD Ignite has been designed to help marketing teams overcome the barrier of subjectivity when making decisions on sound. Marketers can use the tool to create a mood-board of sounds that are in line with their brand’s identity, sparking a vision for where the brand’s sound should go.

Max De Lucia, co-founder of DLMDD, comments:

“The world’s biggest record labels have been using this technology for years, helping them to decide what music gets released into the public consciousness. So it’s high time for brands to do the same.

“We are excited to partner with SoundOut on DLMDD Ignite, bringing advanced music marketing science to the creative decision-making process. This technology provides a lynchpin for the future of sonic branding – allowing marketers to get inside the ears and minds of their consumers by understanding the sophisticated relationship between music and emotions. Our clients are already enjoying significant benefits from using DLMDD Ignite as it adds a high level of psychological rigour without stifling creativity.”

David Courtier-Dutton, CEO of SoundOut, comments:

“We are delighted to partner with DLMDD with this ground-breaking tool that enables any combination of desired brand attributes to be used to identify the closest matching mainstream tracks. It leverages our emotional DNA map of music, built with the input of over 500,000 consumers, and overlays this onto our library of thousands of commercial tracks richly indexed by over 1 million more. Being able to instantly translate any written attribute brief into scientifically validated sonic renditions represents a major step forward for sonic branding and marketing alike.”


For more information please contact:

Vicky Beaney, Visible, 07872 690697 or

Henny Hamilton, Visible, 07845 181784 or


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