The use of music in communication is a concept far older than the very idea of a brand.
From the use of song by 13th-century street vendors to the advanced interactive listening technology we all enjoy today, the power of sound design in advertising has never had to prove its worth—it is simply so obvious.
Sound design in advertising has many benefits:
The development of a commercial’s sound design is directly linked to the auditory identity of the brand commissioning it, since the message is aimed at the brand’s target audience and directly conveys its values. It must therefore be aligned with the established brand identity so that it is instantly recognizable and achieves its objectives as effectively as possible.
It is the sound identity, therefore, that defines the style, instrumentation, and rhythm of the music, as well as the character (timbre) of the sound effects used.
Disc’over helps you create a sound identity tailored to the advertising format, so you can make your brand heard and increase your brand awareness among your audience.
of television and radio commercials feature a jingle (not counting sound effects).
of the words in an advertisement are remembered when music is playing (nearly 0% without music).