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

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

About the speaker
  • Roscoe Williamson
    Roscoe Williamson
    Global 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.

Key takeaways

The medium of sound can provide a memorable and lasting impression for brands.

TikTok has brought a distinctive type of social content, where sound is the fundamental building block.

AI technologies allow for a different kind of sound composition - the key will be to keep the link between creator and music.