- Breakthrough industry tool offers marketers the ability to know what music will drive the sound of their brand
- Removes subjectivity and provides scientific proof on the effectiveness of a strategic sonic brand
- Has the unique capability of matching brand values and personality to a piece of music - with input from more than 500,000 consumers and advanced data science
London, 24th March 2021: MassiveMusic, the world’s leading international creative music agency, and SoundOut, a trusted world leader in music testing, today announce the launch of a revolutionary new sonic branding tool that combines art and science and predicts success in recall, distinctiveness and connection to brand personality.
Underpinned by a rigorous scientific approach, the new tool called MassiveBASS (Brand Attribute Sound System) powered by SoundOut technology, offers marketers the unique capability of matching their brand values to music. With input from more than half a million consumers and advanced data science, the tool removes subjectivity and helps marketers understand how to achieve real effectiveness in a strong sonic brand and unlock further brand-building opportunities.
Sonic branding is becoming increasingly important for brands to cut through the noise and build an instant emotional connection with consumers. Many brands are still missing crucial opportunities to be ‘heard’, despite the influx of digital technologies.
Mapping the emotional DNA of music
MassiveMusic and SoundOut have spent almost a year mapping the emotional DNA of music - how it makes us feel when we hear certain sounds. Together they tested hundreds of sound assets against more than 200 different values (such as trusted, authentic, cool, desirable, bold, disruptive, fun) with more than 500,000 consumers. Advanced data science was then used to map the correlations between each value tested in the context of music.
How does it work
The way brands usually engage with consumers is by defining their core values and the tone of their communication. For example, Volvo’s brand is all about safety, Mercedes about luxury, BMW about performance. Additionally, brands often use Jungian archetypes to define and guide their strategy. Nike is the Hero, Disney the Magician and Harley Davidson the Outlaw.
MassiveBASS matches the right sounds to a brand’s core values and archetypes offering musical combinations that not only align with the brand but also reveal those more likely to be memorable and recalled by consumers.
The tool then ranks the sonic assets on the closest match. Agencies and brands can then identify the sounds that best deliver on the chosen brief and offer a creative direction that can be pursued to create a new and unique sonic identity, underpinned by data and strategy- helping achieve real effectiveness.
Marijn Roozemond, Senior Creative Strategist at MassiveMusic, explains: “Benchmarking a brand’s sound to its core values is something we have pioneered for years. To now be able to prove the effectiveness using a scientific tool is really groundbreaking for sonic branding. Briefing composers to create original sonic branding is notoriously difficult because music is subjective. This tool is designed to be used early in the process to help inform the creative routes and maximise the chances of strong engagement and recall.”
David Courtier-Dutton, CEO at SoundOut, says:
“Brands have traditionally looked at the sound of their sector as the benchmark rather than the brand’s own personality and archetypes. This often results in a non-strategic and ineffective asset. MassiveBASS is a uniquely powerful tool that removes subjectivity. If a brand is going to invest money, it needs a working asset that not only contributes to the overall brand-building but also offers marketers the ability to measure real effectiveness.”
-ENDS-
For more information, please contact Mykayla Carr at Propeller PR email mykayla.carr@propellergroup.com
About MassiveBASS
MassiveBASS is a new platform offered by MassiveMusic, powered by SoundOut technology, that enables dynamic mapping of any brand attribute to music. MassiveMusic tested hundreds of sound assets against more than 200 different brand values with more than 500,000 consumers. Advanced data science was then used to map the correlations between each value tested in the context of music. The resultant platform allows any combination of brand attributes to be selected, and instantaneously maps the emotional relationships and correlations between each selected attribute, helping marketers understand how to achieve real effectiveness of a strong sonic brand. The tool allows for testing of a wider-branded music library which can consist of both short-form pieces, such as a sonic logo or product sounds, to longer branded pieces or pre-approved licenced music. This enables brands to instantly identify the optimal music from the MassiveBASS proprietary library for any given campaign based on any desired set of values. It can also reveal attribute conflict and redundancy helping agencies craft sonic branding briefs with greater precision and certainty.
About MassiveMusic
MassiveMusic is one of the leading creative music agencies in the world with offices in Amsterdam, Berlin, London, New York, Los Angeles and Tokyo. The agency helps brands find their voice and tell their story through music. MassiveMusic produces and composes for the advertising, broadcast, branding and interactive worlds. It develops music strategies for global brands, provides music searches and licensing services, creates innovative activations, scouts new talent – and throws a mean party every once in a while. The company is proud to have sprinkled its melodic magic on many of the world’s biggest brands. www.massivemusic.com
About SoundOut
SoundOut is the world leader in strategic sonic branding and marketing testing, working with many of the most iconic brands in the world as well as all the major record labels. With over 12 years experience in music testing, we specialise in helping organisations match brand personality and attributes to music. We also help marketing teams select music that not only triggers the right consumer response to a marketing campaign, but also stays true to the brand identity. SoundOut works closely with academia to ensure that the latest advances in music psychology find application in the commercial sphere. With its wholly owned consumer panel of over 3.5 million strong and access to a further 80 million consumers worldwide, SoundOut offers a truly global capability. www.soundout.com