Music Branding
Sound and music are important means of communication in marketing and most suitable to convey and induce positive emotions. Many scientific studies indeed have confirmed the effects of audio and music branding on consumption behaviour, enhanced cognitive brand image, brand loyalty and brand recognition.
Our tools will help you to find the right music and sounds for your branding campaign. In the course of the large European research projekt ABC_DJ, a semi-automatic branding algorithm was developed to annotate large music archives with validated, brand-relevant attributes. Also, the General Music Branding Inventory (GMBI) was developed - a worldwide unique terminology which is able to express the communicative intentions of the various parties involved in the music branding process, from marketing strategists to record labels and artists.
Based on larget-scale listening experiments with more than 10,000 participants and cutting-edge machine learning techniques, our music branding recommendation algorithm was created. This algorithm is able to automatically annotate large music archives with the GMBI attributes and to filter the perfect music for a specific purpose or campaign. With this technique, we also help to significantly increase the pool of music which is exploitable for branding services, also taking into independent music labels and artists.
Publications (selection)
High-level chord features extracted from audio can predict perceived musical expression
Steffens, J., Lepa, S., Herzog, M., Schönrock, A., Peeters, G., & Egermann, H. (2017).
Extended Abstracts for the Late-Breaking Demo Session of the 18th ISMIR Conference 2017, Suzhou, China.
Entwicklung eines Systems zur automatischen Musikempfehlung im Kontext des Audio Brandings.
Steffens, J., Lepa, S., Egermann, H., Schönrock, A., & Herzog, M. (2017)
Fortschritte der Akustik - DAGA 2017 (Kiel) (pp. 198–201).
Development and evaluation of a general attribute inventory for music in branding.
Egermann, H., Lepa, S., Schönrock, A., Herzog, M., & Steffens, J. (2017)
Proceedings of the 25th Anniversary Conference of the European Society for the Cognitive Sciences of Music (ESCOM): “The expressive interaction with music” (Ghent, Belgium).
The Sound of success: Investigating cognitive and behavioral effects of motivational music in sports.
Elvers, P., & Steffens, J. (2017).
Frontiers in Psychology, 8, 2026.
Predicting musical meaning in audio branding scenarios
Herzog, M., Lepa, S., Egermann, H., Steffens, J., & Schönrock, A. (2017)
Proceedings of the 25th Anniversary Conference of the European Society for the Cognitive Sciences of Music (Ghent, Belgium).