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From jingles to AI: How sonic branding has changed over the years

From jingles to AI: How sonic branding has changed over the years

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PREVIEW
AudioBrandingAI & ML
Roscoe WilliamsonRoscoe WilliamsonGlobal Creative Strategy & Innovation Director at MassiveMusic & Songtradr

Roscoe Williamson is the Global Creative Strategy & Innovation Director at MassiveMusic & Songtradr, known for his visionary approach in establishing innovative brand sounds. With an impressive portfolio, he has led sonic branding projects for renowned clients like Colgate, the Premier League, O2 (Telefonica), and TikTok. Notably, Roscoe collaborated with Samsung to develop their voice assistant, Bixby. He has shared his insights as a guest speaker on BBC Radio4 and at various conferences worldwide. As a contributing writer for Creative Review and Branding Magazine, Roscoe's expertise is widely recognized. His remarkable achievements include accolades from Cannes Lions, D&AD, The Clios, and Transform.

Description

It's been almost a century since the first radio jingle was aired and sonic branding has come along way since then!

One person who knows a lot about the evolution as sound as brand is Roscoe Williamson, Global Creative Strategy & Innovation Director at MassiveMusic & Songtradr. He spoke to Streamly about that first radio ad, his part in creating TikTok's memorable sound logo and where he thinks audio branding is heading next.

Table Of Contents
Sound branding or jingle?
Williamson delves into the origins of audio branding, recounting the history of jingles and their significance for brands. He highlights the enduring presence of audio branding in the present day.
The importance of sound branding
Williamson emphasises the significance of sound today, particularly in the arena of social media.
TikTok influence
Williamson explores the influence of TikTok on sound as meme, and shares the process behind crafting TikTok's distinct sound branding.
Influence of AI in sound branding
Williamson reveals the impact of AI on sonic branding, exploring its potential for innovation and creativity. He also delves into the significance of music rights and ethical consideration in this context.
The future of sonic branding
How will brands will engage with music in the future? Williamson gives his predictions.
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