Sound Affects: What Is Your Sonic Brand Identity? Jorja Smith Pnau RAYE dvsn Elderbrook and more ISSUE NO. 56 AUGUST 2018 TABLE OF CONTENTS 4 EYE OF THE STORM Sound Affects: What Is Your Sonic Brand Identity? 6 STORM TRACKER Dua Lipa, Jazz Cartier, Chance the Rapper, and BROCKHAMPTON 7 STORM FORECAST Crazy Rich Asians Movie, Victorious Videos, Game On!, Life Is Beautiful, and Hustle With Bustle 8 STORM WARNING Our signature countdown of 20 buzzworthy bands and artists on our radar. 19 SOURCES & FOOTNOTES On the Cover: Bebe Rexha (STORM No. 3) Photo provided by label ©2018 ABOUT A LETTER THE STORM FROM THE REPORT EDITOR STORM = STRATEGIC TRACKING OF RELEVANT MEDIA Over the years, I’ve had the pleasure of work- ing with brands who have deeply understood The STORM Report is a compilation of up-and-coming bands and artists the importance of music as a way of connect- who are worth watching. Only those showing the most promising ing with consumers on an emotional level. potential for future commercial success make it onto our monthly list. Storytelling has become multi-sensory, with interactive experiencing offering consumers How do we know? a more visceral, emotional connection. And brands employing a more multi-dimension- Through correspondence with industry insiders and our own ravenous al branding strategy, inclusive of audio, have media consumption, we spend our month gathering names of artists experienced tangible results. This month’s who are “bubbling under”. We then extensively vet this information, “Eye of the STORM” article explores the fun- analyzing an artist’s print & digital media coverage, social media damentals of sonic brand identity along with growth, sales chart statistics, and various other checks and balances to its impact on generating consumer attention, ensure that our list represents the cream of the crop. and ultimately, affection. Why do we do it? Music is the best way to sell products because it creates such a powerful emotional connection with an audience. The STORM Report provides our clients with a tool to harness the music that will be the most Jennifer Sullivan relevant to audiences in the near future, thereby becoming very useful President, memBrain for the enhancement of products, promotions, and platforms. Editor-in-Chief, The STORM Report STORM ALUMNI STORM STAFF Jennifer Sullivan Editor-in-Chief Ian Hecht Assistant Editor Ian Hecht/Claire Rawson-Dannenbaum Writer/Research Jennifer Sullivan/Grace Slansky PETIT Writer FOALS LIZZO BISCUIT Robert Roxby STORM 38 STORM 45 STORM 44 Designer THE STORM REPORT Issue No. 56 August 2018 3 signify a secure and speedy transaction in EYE brick-and-mortar stores and in a digital shopping experience. When asked about OF THE VISA’s new sensory branding component, STORM 83% of respondents said the sound sparked a positive perception of the brand and the haptic (vibration) technology used was shown to incite feelings of “happiness” and “excitement.” Lynne Biggar, chief marketing and communications officer at VISA shared, “As new payment experiences continue to take shape in the world, this suit of sensory branding elements will give consumers the assurances we know they want every time they use VISA.” By integrating sound, animation, and haptic cues, VISA has found a way to connect with consumers on Sound Affects: What Is an emotional level, even in environments where the traditional VISA logo is not Your Sonic Brand Identity? visible. Streaming service Pandora has largely By Grace Slansky and Jennifer Sullivan repositioned itself as a sonic brand strategy firm, working with companies Historically, when a brand endeavors to perfect its brand identity, the work has largely like Ziploc, Dawn, Cascade and California been focused on visual identity—the logo, colors, typefaces, and other imagery used to Closets to develop audio-driven marketing communicate with the brand is all about. But as voice technologies like Amazon’s Alexa campaigns with a specific focus on how and Google’s Home Assistant become more embedded in our daily lives, it has become brands think about sonic identity. “We increasingly important for brands to create emotional connections with consumers are now in a currency of language and through sound. Creating a more comprehensive, multi-sensory brand identity is now sound, as opposed to screens,” said Lauren more crucial than ever. Nagel, group creative director at Pandora. Most recently, Pandora collaborated with Building a strong sonic brand identity includes three basic steps—analysis, creation, California Closets to help increase the and integration. While music has long been associated with marketing and advertising impact of their audio-driven work—with campaigns, creating a sonic identity must strike a chord with stakeholders and consumers the company noting a huge increase in alike. It is easily identifiable in consumer facing commercial channels like television ads, web traffic thanks to the incorporation radio commercials, etc. but it sonic branding is far more extensive—from the haptic of strategic sounds to bring the stories feedback from a mobile app (a sound or vibration that indicates that an action has been shared in the audio content to life. completed) or an introductory tone like when your Xbox turns on for the first time. Similarly, advertising agencies and A sonic logo, that series of notes or one distinct tone that you hear every time you see a specialized marketing companies are brand—or the audio equivalent of the Nike “swoosh,” have become particularly popular increasingly offering brands strategic with brands. From the kickdrum when NETFLIX pops up on your screen just before a guidance for designing the way they good binge-watching session, to the chimes that are unmistakably letting you know that sound. Companies like Man Made Music Intel is inside. Even 15 years after the initial campaign, it’s nearly impossible to hear (helmed by award-winning composer Joel the words“I’m Lovin’ It” without immediately thinking of McDonald’s—and maybe even Beckerman), the creative minds behind the singing along with some “ba-da-ba-ba-ba”s. sonic logos for companies including HBO, Hulu, IMAX, AT&T and countless others, Most recently, VISA jumped on the sonic logo bandwagon, noting quantifiable results. have long understood the emotional Like many companies who are investing in exploring a sonic brand identity today, VISA’s connection that sound—and specifically, approach has stretched beyond a sound playing with a visual logo. After conducting their music—have with consumers and the own study, Visa found that sound not only increased brand recognition, but it also made spark that it can cause to increase in brand consumers feel “safer” and “more secure” in their transactions. The new VISA brand chimes favorability and brand consideration. 4 THE STORM REPORT Issue No. 56 August 2018 Music supervision, the curation of music for audience experiences, will continue to drive consumer engagement by bringing together STORM artists and fans with brands. But we anticipate that sonic brand strategies inclusive of original compositions, custom soundscapes, The STORM rages on for our TRACKER and creative collaborations will undoubtedly become more prevalent as more companies realize the impact that a more alumni artists. Here’s what comprehensive sonic brand strategy provides. they were up to this month! Digital platforms provide brands with more consumer data than ever before, affording new insights across various consumer touchpoints. With a deeper understanding of not only where consumers are, but who they are, has revolutionized the world of marketing forever. Ultimately, this new frontier of multi-sensory branding is yet another indicator that brand love and trust are not easily bought, and increasingly must be earned. DUA LIPA JAZZ CARTIER (STORM No. 39) (STORM No. 37) Pop-star Dua Lipa (STORM No. 39) took to the stage at Europe’s largest After releasing the video to his new track “Which One” in July, Jazz dance music festival, Tomorrowland, on July 21st. While she is not the Cartier’s (STORM No. 37) anticipated second album Fleurever was first female to play the festival (as she mistakenly tweeted), it does show released on July 27th. Known for always pushing himself and his sound, that Tomorrowland is evolving to incorporate more diverse music tastes this project is sure to delight Jazz’s growing fanbase. beyond dance music. CHANCE THE RAPPER BROCKHAMPTON (STORM No. 14) (STORM No. 51) The trend of surprise album-releases continues, this time withChance Rap collective BROCKHAMPTON (STORM No. 51) released their latest the Rapper (STORM No. 14) dropping his four song project, aptly titled single “1999 Wildfire” on July 6th, debuting a new sound for the group. The 4 new songs on July 18th. All four songs reference Chance’s Chicago single has a nostalgic feel with hints of ‘90s R&B and an equal distribution background and in “I Might Need Security” Chance reveals he acquired the of duties among the rappers. It has caught on with their fanbase to say the news website Chicagoist. Chance the Media Mogul, much? least, and may represent a new direction for the group’s sound. THE STORM REPORT Issue No. 56 August 2018 5 STORM Events and happenings for your radar. FORECAST VICTORIOUS VIDEOS August 20 The biggest artists in the world are heading to the Big Apple August 20 to celebrate the best music videos of the year at the MTV Music Video Awards. Hip Hop Queen Cardi B is leading the nominations with 10 nods, followed up by power-couple BeyonceBeyoncé and Jay Z with eight each. CRAZY RICH GAME ON! ASIANS MOVIE August 25 The wait is finally over, school is starting up August 15 again which means that college football is The best-selling book with the same name is back! While a few games kick off August 25th, coming to American theatres August 17th.