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“We need the ‘right’ music for the brand launch—we just don’t know what ‘right’ might be.”
The EVP of Marketing and Brand Development voiced a common concern. For the company, it was magnified because the brand would launch in several geographies. For that key reason, and others, the ‘sonic signature’ for the brand had to work across cultures and different demographies. It was critical to get it right the first time, especially in a highly competitive category like theirs.
“What we learned from musicVantage was how important the non-conscious mind is determining the way that music and sound affects consumers. Just because it sounds good in the studio doesn’t mean it’s going to ‘play’ well—meaning effectively—in the broad marketplace.”
machineVantage’s algorithms are designed to isolate the specific moods that music evokes in listeners. Second by second, musicVantage analyzes those emotions. The result is the ‘right’ music selection for the product, the brand, and the market. Beyond music selection, musicVantage offers the capability of generating original music, tailored to fit the brand and product’s specific characteristics.
“Instead of guesswork we got certainty. And when you’re rolling the dice with millions in investment spending for a brand launch, that translates into smarter choices…and frankly, peace of mind for me knowing we’ve got advanced science helping drive the decisions.”