Human Performance Is a Strategic Advantage

Production tools allow every note to be aligned, every transient corrected, every dynamic leveled.

And yet, the music that holds attention rarely feels mechanical.

High-level human performance and real-time musical interaction increase listener engagement. This is not nostalgia or romanticism. It is supported by research on how the brain responds to rhythm, reward, and movement.

Research shows that music which triggers movement activates motor and reward networks in the brain and increases reported pleasure (Matthews et al., 2023, 

).¹ The brain prioritizes rewarding experiences. Music that activates these systems is more likely to sustain attention and deepen engagement.

When rhythm feels alive, the brain responds accordingly.

Studies on groove show that when listeners perceive a strong rhythmic feel, motor regions activate alongside auditory areas. Even without physically moving, the brain synchronizes with the rhythm. That synchronization correlates with higher reported enjoyment and motivational involvement.

Groove is not simply tempo. It emerges from subtle timing variation and interaction between instruments.

This has direct implications for how music is recorded.

Small deviations between instruments, especially between drums and bass, can increase perceived groove. That push and pull creates tension, release, and forward motion.

When everything is rigidly aligned to a grid, the result can be technically precise but emotionally flatter.


Human players naturally introduce micro-variations. A drummer sitting slightly behind the beat. A bassist leaning forward into transitions. These are not errors. They are expressive signals. Listeners experience them as energy.

If groove increases pleasure and engagement, preserving rhythmic nuance becomes a strategic production decision, not just an aesthetic one.

Authenticity Is Perceived, Even When Unspoken

Consumer psychology consistently shows that perceived authenticity increases trust, attachment, and preference. Music research aligns with this principle.

Acoustic instruments are often rated as warmer and more emotionally rich than synthetic equivalents. Timbre complexity and dynamic nuance influence perceived realism.

Listeners may not consciously identify whether a guitar was performed live or programmed. But they respond to:

Over-corrected timing, flattened dynamics, and perfectly aligned MIDI reduce expressive information. What remains may be clean, but it can also feel less human.


Human performance carries intention. The brain detects that intention, even when the listener cannot articulate it.

Building Groove and Authenticity Into Recordings

If engagement and authenticity matter, the recording process must reflect that priority.

Track rhythm sections together to capture shared energy

Avoid excessive quantization and preserve timing variation

Maintain dynamic range rather than flattening performance

Record instruments in the same acoustic space to build cohesion

Allow minor imperfections that enhance feel rather than eliminating them

When drums, bass, keys, and guitar respond to each other in real time, energy becomes relational. That interaction creates depth that isolated layers often lack.


The research establishes several foundational truths:

Music that induces movement activates motor and reward systems

Reward activation increases attention and motivational salience

Authenticity strengthens emotional connection

Human performance embeds these elements directly into a recording.

Nuance, interaction, and expressive timing are not decorative details. They are engagement drivers.

In media, branding, and streaming environments, the objective is not simply to sound polished. It is to be remembered. It is to create emotional lift. It is to move the audience from passive listening to felt experience.

Digital tools are powerful and essential. But when efficiency overrides feel, the elements that drive connection can diminish.

Music that carries real human energy is more likely to hold attention, build trust, and remain with the listener.

If your goal is deeper engagement, stronger brand connection, and lasting impact, prioritize performance. Capture energy. Preserve nuance.

 to explore how high-level human performance can elevate your next sonic moment.

Why Human Performance Matters in Music for Sync and Branding

Human performance drives engagement in music for sync and branding. Discover how groove, nuance, and authenticity increase emotional impact and recall.

Human Performance and Nuance Drive Engagement in Recorded Music

, our new monthly playlist built around one simple idea:

 here. The only thing we’re after is music that triggers that something — the spark that makes you inspired to 

Each month, we’ll primarily spotlight releases from the past 

There is so much great new music coming out that keeping up can feel impossible with everything else going on in life. We feel that too. This playlist is meant to help cut through the noise and become a resource you can come back to when you want to discover what’s new without digging for hours.

Songs that hit emotionally and physically

 every month with a fresh set of picks, always anchored in recent releases and always guided by that same standard: 

We’ll also be calling on our team, partners, and clients to help shape future editions, bringing fresh motion and emotion into the selection each month.

Tune in, save the playlist, and check back for the next edition of 

Playlist Curators Focused on New Music Releases | Music That Moves

JB Music Group’s playlist curators focus on new music releases from the past 6 to 12 months, delivering a monthly, genre-free selection designed to spark motion and emotion. Discover fresh tracks that inspire creativity.

JB Music Group Introduces Music That Moves

Why Sonic Branding Is the Secret Weapon Modern Marketers Can't Ignore

In today’s fast-scrolling, ad-skipping world, brands are in a race not just to be seen—but to be remembered. And while visual logos have long been a staple of brand identity, new research suggests they may no longer be the most effective way to stay top-of-mind. In fact, one powerful asset is quietly outperforming them in early brand recognition: 

According to a 2025 global study from System1 and TikTok, which tested over 800 TikTok ads across multiple markets and verticals, 

sonic branding elements like jingles and audio mnemonics deliver significantly higher brand awareness lift

 than traditional visual cues like logos, slogans, and even celebrity appearances.

When examining the effectiveness of different brand assets introduced within the first two seconds of a short-form ad, 

Sonic branding outperformed even visual logos by over 220 percentage points in brand lift

In skippable environments like TikTok, attention is fleeting. The first two seconds make or break an ad. Sonic assets trigger faster emotional and cognitive responses—embedding brand identity into memory more effectively than visual elements alone. Think of the Netflix “ta-dum,” the McDonald’s “I’m Lovin’ It” jingle, or Intel’s iconic five-note chime. These sounds don’t just complement a brand—they 

Sonic Branding Builds the Long and the Short

The System1 x TikTok study also reinforces that sonic assets aren’t just about recall—they drive results. Sonic logos that appear early in an ad 

boost both long-term brand equity and short-term conversion

, helping brands win across the full marketing funnel. Unlike static visual logos, sonic branding adds emotion, storytelling, and rhythm—crucial ingredients in stopping the scroll and holding attention.

If your brand is still relying primarily on visual identity to build recognition, it's time to listen up—literally. In a media landscape ruled by noise, 

the brands that break through will be the ones that know how to sound like themselves

JB Music Group | Sonic Branding & Sonic Logo Experts for Modern Brands

Discover how JB Music Group helps brands stand out with strategic sonic branding and memorable sonic logos. Elevate your identity with custom sound that connects and converts.

In today’s fast-paced digital landscape, financial brands need to create meaningful connections with their customers. Whether through mobile banking apps, trading platforms, or financial service portals, user engagement is frequent and ongoing. This habitual interaction presents a unique opportunity: the ability to reinforce 

 through sound while establishing a sense of 

Why Sonic Branding Matters in Financial Services

When using financial apps, users engage with them multiple times a day—checking balances, making payments, reviewing transactions, and receiving alerts. Over time, these actions become second nature, and with consistent sonic cues, they can become deeply associated with a brand. A carefully designed sonic identity does more than just enhance recognition; it can foster trust, reassurance, and establish an emotional bond with consumers.

Security and comfort are critical for the user experience with financial interactions. A well-crafted sonic experience can reinforce these feelings, offering an auditory “confirmation” that a transaction is complete, a payment has been received, or an account is secure. Consider how leading financial brands like Mastercard and American Express have introduced distinctive sounds that serve as verification cues, signaling successful payments and secure interactions.

The Science Behind Sonic Branding in Finance

, EVP of Experience Strategy at Saatchi & Saatchi Wellness, sound plays a crucial role in brand perception. Patel emphasizes that consistency in sonic branding builds familiarity, which in turn fosters trust—an essential factor in finance. Strategic use of sound can:

 Audio cues guide users intuitively through apps, providing reassurance and clarity.

 Repeated exposure to a distinct sonic signature strengthens brand recognition over time.

 Carefully designed soundscapes evoke feelings of stability, success, and security—aligning with the brand’s core values.

Creating an Immersive Experience: Our Work with Morgan Stanley

Building on the power of soundscapes to create emotional connections, our collaboration with Morgan Stanley showcases how strategic sound can further elevate a brand's presence. For their annual conference, we designed an immersive sonic experience that embodied the themes of growth, trust, and innovation. By blending a sophisticated yet approachable soundscape, we helped craft an atmosphere that resonated profoundly with Morgan Stanley's attendees, reinforcing their values of stability and forward-thinking. 

As financial technology continues to evolve, so too will the role of sonic branding. The rise of voice assistants, AI-driven financial advice, and biometric authentication presents new opportunities for financial brands to integrate sound more seamlessly into user experiences. By leveraging sonic branding effectively, financial institutions can enhance customer trust, differentiate themselves in a competitive market, and create deeper emotional engagement.

At JB Music Group, we specialize in crafting sonic identities that align with brand values and enhance user experiences. Whether through financial apps, events, or digital platforms, we help brands harness the power of sound to create lasting connections.

Want to explore how sonic branding can transform your financial brand? 

How Sonic Branding Enhances Trust and User Experience in the Financial Industry

Discover the unique benefits of sonic branding in the financial industry. Learn how strategic sound design can enhance trust, improve user experience, and reinforce brand identity in financial apps, platforms, and services.

The Unique Benefits of Sonic Branding in the Financial Industry

We’re thrilled to announce a new partnership with 

, a game-changing collaboration that’s redefining music for sync. This is about 

—crafted by real artists, in real studios, capturing the magic of live collaboration.

 that puts musicians, producers, and artists at the center. Unlike traditional record deals, 

, with the label taking only a small percentage to sustain a thriving creative community. The goal? 

Great music, made fairly and transparently.

In an industry that often prioritizes speed over artistry, this partnership brings back the essence of 

. Instead of “in-the-box” production, Real Fun Records fosters a studio environment where musicians 

play, react, and create together—just like the iconic recording sessions that shaped music history

Their state-of-the-art studio is built for 

, bringing together an elite lineup of artists—many fresh from major deals, with dedicated fan bases and undeniable talent. These live studio sessions will deliver music that 

"Real Fun Records envisions a future where artist empowerment, fair practices, and community support are the pillars of a thriving music industry."  

 At JB Music Group, we believe in this vision completely and are proud to partner with Real Fun Records to help bring it to life.

#JBMusicGroup #RealFunRecords #MusicForMedia #Nashville 🎶🔥

JB Music Group x Real Fun Records: The Magic of Live Studio Sessions for Sync

Brands are increasingly turning to sonic and audio branding to create memorable and emotionally resonant identities. However, without careful planning and execution, these auditory elements can fall flat or even harm the brand’s image. To ensure your sonic branding efforts are effective, it’s crucial to avoid common pitfalls and adhere to best practices.

: Choosing music or sounds solely based on personal preference can lead to a disconnect between the audio and the brand's identity. It’s essential to select audio elements that reflect your brand’s personality, mission, values–and resonate effectively with your target audience.

: A complex audio logo or sonic identity can be difficult for consumers to remember. Simplicity and brevity are key; a short, distinctive melody or sound often proves more effective. Think of how iconic sounds like startup chimes or brief jingles stick with us because of their clarity and memorability.

: Failing to apply your sonic branding consistently across all platforms can dilute its impact. Ensure that your audio elements are uniformly integrated into advertisements, social media, physical stores, and digital experiences. This coherence strengthens brand recognition and builds trust.

: Leaving music selection and placement to the last minute or to non-experts can undermine your branding efforts. Incorporate audio considerations early in the creative process to enhance emotional impact and align the sound with the overall narrative.

Best Practices for Effective Sonic Branding

: Clearly define your brand’s personality, values, and target audience. This understanding will guide the creation of audio elements that resonate authentically with your audience. A luxury brand might use rich, layered compositions, while a playful brand could use upbeat and whimsical sounds.

: Study your audience’s preferences and behaviors to determine what sounds will appeal to them. Consider conducting surveys or focus groups to test sonic elements before finalizing your choices. This ensures your sonic branding will be both appealing and effective.

: Create distinctive audio cues that set your brand apart from competitors. Unique sonic identities aid in memorability and help your audience instantly recognize your brand. Avoid generic stock sounds and instead focus on crafting something that truly reflects your essence.

: Apply your sonic branding elements consistently across all brand touchpoints. Whether it’s a mobile app notification, a television ad, or an in-store experience, maintaining audio consistency reinforces your brand identity and enhances recall.

By avoiding these common mistakes and following best practices, brands can harness the power of sound to create deeper connections with their audience and stand out in a crowded marketplace. Thoughtfully designed sonic branding not only captures attention but also builds lasting emotional ties, making it an indispensable tool for modern marketing strategies.

Ready to elevate your brand’s identity through sound? 

 JB Music Group today to explore how our expert team can craft a sonic branding strategy that resonates with your audience and amplifies your brand’s presence. 🌟

Sonic & Audio Branding | The Sound of Success | JB Music Group

Discover how to create impactful and memorable sonic branding that aligns with your brand identity. Learn to avoid common pitfalls, implement best practices, and develop sound strategies that resonate with your audience. Elevate your brand’s presence with a cohesive and emotionally engaging audio identity crafted for modern marketing success.

The Sound of Success: Avoiding Common Pitfalls in Sonic Branding

In today’s brand landscape, companies often operate with sub-brands or product lines tailored to different audience segments or regions. For example, the iPhone, iPad, and Mac are strong sub-brands of Apple. While this broadens reach, it also challenges companies to maintain a cohesive identity that unifies diverse sub-brands. Sonic branding offers a solution by integrating sub-brands, creating an emotional thread that ties them together while preserving their unique personalities. At JB Music Group, we’ve seen how effective sonic strategies enhance cohesion across a brand ecosystem.

Sonic branding involves creating audio assets—such as brand anthems, soundscapes, signature audio logos, and more—that embody a brand’s values and resonate emotionally with its audience. When well-executed, sonic branding fosters an immediate and lasting brand recognition, with the added benefit of engaging listeners on an emotional level.

In a world where brand loyalty relies on familiarity, a consistent sonic identity establishes continuity across varied experiences. For companies with multiple sub-brands, it creates an intuitive sense of alignment, signaling that all brands share a common essence.

Key Benefits of Sonic Branding for Sub-Brands

A cohesive sonic identity acts as “musical glue” for sub-brands, reflecting the parent company’s values while allowing flexibility for each sub-brand to adapt unique elements. For example, a tech company can craft a sound that communicates innovation and quality across professional and lifestyle product lines, with subtle variations to match each audience segment.

2. Builds Emotional Continuity Across Audiences

Sonic branding bridges diverse audience preferences by offering localized sound variations that still feel unified. Familiar sonic cues across sub-brands foster trust and loyalty, encouraging customers to connect with the larger brand family. Companies using this approach strengthen customer relationships by creating a consistent emotional experience.

3. Strengthens Brand Recall and Recognition

Sonic elements like a shared logo or audio motif serve as memory triggers, enhancing recall across all sub-brands. For instance, a hospitality company with diverse properties can use a consistent sonic signature in ads and experiences, reinforcing the shared quality and values of its portfolio.

An interconnected sonic strategy inspires customers to explore other sub-brands. For example, a family familiar with a baby care line may later recognize similar sonic cues in the parent company’s personal care products, encouraging loyalty across the brand’s offerings as needs evolve.

Best Practices for Implementing Sonic Branding Across Sub-Brands

To successfully leverage sonic branding as a unifying strategy, we recommend:

: Define a core sonic identity that embodies the company’s overarching values and brand promise. This could include a melody, rhythmic motif, or a particular sound palette that represents the brand as a whole.

: Once you have a core sonic identity, adapt it for each sub-brand by incorporating unique musical elements that reflect its individual positioning. Keep variations subtle yet distinct to maintain consistency without sacrificing the unique appeal of each sub-brand.

: If your sub-brands cater to geographically diverse audiences, consider how cultural preferences influence musical tastes. Adjusting aspects like tempo, instrumentation, or musical genre can help resonate more effectively with local markets while still keeping the familiar essence of the core brand.

Consistent Application Across Touchpoints

: Ensure that sonic branding elements are applied consistently across advertising, digital experiences, in-store interactions, and customer service channels. This reinforces brand recall and provides consumers with a cohesive brand experience, regardless of where they encounter your sub-brands.

The Sound of PENN Play | Sonic & Audio Branding

PENN Entertainment's sonic branding for its PENN Play loyalty program successfully unites its sub-brands by creating a cohesive musical identity. The company, which consists of 43 sub-brands stretching across media, casinos & racetracks, online gaming, and sports betting, developed a versatile brand anthem with a sonic logo that was adapted to various contexts while maintaining a consistent sound across its campaigns. By blending playful, sophisticated elements with sounds tied to the gaming experience (e.g., dice and slot machines), they ensured brand recognition and emotional connection. This strategy strengthened the overall brand ecosystem and improved user engagement, with notable increases in app downloads and social media interactions​.

Conclusion: The Power of Sonic to Unite and Differentiate

At JB Music Group, we believe sonic branding bridges emotions and brand identity. For companies with multiple sub-brands, it creates continuity and connection, making it easier for consumers to engage with diverse offerings. A cohesive sonic identity harmonizes a multi-brand structure and enhances the customer journey. Whether managing a few sub-brands or a complex portfolio, sonic branding can unify your brand landscape through the timeless language of sound.

Ready to explore how sonic branding can unify your brand? 

How Sonic Branding Unifies Sub-Brands | JB Music Group

Discover how sonic branding unifies sub-brands and strengthens brand identity with insights from JB Music Group.

How Sonic Branding Unifies Sub-Brands and Strengthens Brand Identity

Artificial Intelligence (AI) has been consuming much of our conversations lately as the technology continues to advance. From enhancing our creative processes to providing innovative tools for production and mixing, AI's influence is undeniable. However, with this transformative power comes a wave of uncertainties and challenges. In this blog, we'll explore how we're currently leveraging AI in our music production processes, share insights from our hands-on experiences with generative AI tools, and discuss the implications of AI on our workflow and creative outputs.


We are diving in and dedicating time to learn as much as we can about the latest tools available, but in terms of implementation, we are treading very lightly with any generative AI technology. There is so much uncertainty with who owns the copyright when generative AI is used for music creation that we need to be mindful of exactly how and when we implement it into our process.

To illustrate the current capabilities and limitations of AI, we took a real client brief and provided an AI interpretation as well as our client deliverable. This AI example was the closest result after multiple outtakes and about one hour's time split between 

. The client deliverable was the result of a custom write with our artist partner — 

Looking for modern pop music that incorporates both traditional/real sounding instrumentation with digital elements and delivers a powerful anthemic vocal that is uplifting and inspirational. Stylistically we would like something that could speak to an older and younger audience. Lyrically, we want the music to speak to these themes: follow your dreams, dream big, and going after your dreams. It should evoke a sense of relentless power in pursuing your dreams, with a catchy and memorable hook.

"Dawn of Dreams," the AI-generated track, delivers a brief and somewhat uplifting modern pop experience with digital elements but lacks traditional/real instrumentation and memorable lyrics. Stylistically the vocal sounds more catered to a younger audience, the song structure is incomplete, and the audio quality is low. 

In comparison, "Unstoppable," a human-generated track, showcases precise control over all musical aspects, blending live and digital instrumentation, resulting in a fully structured, high-quality song with a strong, memorable hook that would likely appeal to a wider age range.

While tools like Suno and Udio have come a long way in terms of getting AI-generated music to sound real, there are many technical challenges with functionality, quality, as well as legal and ethical considerations that stand between their effective use in creating music for media or any type of mass distribution. There are also aspects of the human generated art, such as artistic sensibility, unique perspectives, and intuition that are very difficult for AI to mimic.

: Music for media typically demands high-quality audio for broadcast, whether on TV, radio, or digital platforms. If the final recordings produced by AI tools are not up to broadcast quality, they won't meet industry standards. This quality gap can lead to poor audience reception and negatively affect the brand's image.

: The ability to edit and fine-tune music is crucial in advertising, where precise timing, key changes, song structure and specific instrumentation adjustments are often required to match the visual elements of the ad and convey the intended message. AI tools currently lack the flexibility to make these detailed edits, making them less practical for professional use.

: AI-generated music relies on broad genre and mood descriptors, which can fall short of the nuanced needs of ad campaigns or TV/film scenes. Agencies often require precise music specifications, like exact tempo, key changes, and instrumentation, which AI tools struggle to meet.

: Professional music production demands consistency and reliability. Given the hit-or-miss nature of AI-generated music with instrumentation and other detailed instructions, agencies might find it too unpredictable to depend on for high-stakes projects.

: Human composers and musicians offer a level of creative control and artistic nuance that AI tools currently cannot replicate. The human touch in music creation allows for bespoke compositions that can be tailored to fit the brand's identity and the specific emotional tone of an advertisement.

: Using AI-generated music may involve navigating complex legal and ethical issues, such as copyright concerns and the originality of AI-created content. Agencies might prefer the clear-cut legal pathways associated with using music from human composers or licensed tracks.

Although there are still many hurdles from being able to incorporate this technology into our process, we do find it interesting to explore early in brief development, to see how AI interprets direction. Although not all prompts hit the mark, there is occasionally a result that could spark a new idea to inform the brief.

It is exciting to see how far the technology has come, and we will undoubtedly see great strides in a lot of these areas over the next few years. As we navigate the evolving landscape of AI in music production, it's clear that while the potential is vast, so are the challenges. The tools at our disposal today offer exciting possibilities, yet they also require careful consideration and responsible implementation. By staying informed we can harness the benefits of AI without compromising the integrity and originality of our work. As the technology continues to mature, we look forward to the possibilities it holds for enhancing our creative processes, by making us more efficient in brining our artistic sensibilities to life.

Harnessing Generative AI Tools for Creative Music Production

Machine learning and AI tools have long powered our production process. While there are many new products out there, there is a small handful that routinely make it into our creative workflow. We wanted to quickly highlight a few of these that help make our process more efficient and creative. This does not include generative AI music platforms. We will talk about those in more detail, in a separate blog.   

Our Favorite AI-Powered Tools for Mixing and Production

: Audio restoration and clean-up for mixing

: Mastering Assistant - Automating the mastering process

: Highest isolation capabilities for individual instruments

: Royalty-free voice blending and cloning. Fun for creating quick harmonies, or to demo male vs. female voice. Quality is pretty good when blended in a mix, but quality artifacts are apparent when listening to the cloned voice in isolation.

: Includes advanced pitch correction features powered by AI to ensure natural-sounding vocal tuning.

: Uses sophisticated algorithms to analyze and correct pitch and timing of vocal and instrumental recordings.

The tools we've highlighted—Izotope RX 10, Ozone 10, Fadr+, Moises.ai, Kits.ai, Antares Auto-Tune, and Melodyne—are just a few examples of how technology can enhance your workflow, making the process more efficient and opening up new creative possibilities.

However, this is just the tip of the iceberg. The world of AI and machine learning in music is vast and ever-expanding. By embracing these advancements, you can unlock new levels of creativity and efficiency in your production process. Don't be afraid to explore and experiment with new tools and technologies. Each new tool has the potential to add a unique dimension to your music, helping you to innovate and stay ahead in an ever-competitive industry.

Stay curious and keep pushing the boundaries of what's possible with music technology.

Machine Learning and AI Tools for Production and Mixing | JB Music Group

Discover how JB Music Group uses machine learning and AI to enhance their music production and mixing process. 

Our Favorite Machine Learning and AI Tools for Music Production and Mixing

Jay Patel is a marketing leader and executive strategist with over 15 years of experience implementing winning marketing and advertising strategies for brands, government organizations, and nonprofits, across various channels and platforms. In addition to co-founding the startup Hypertonic, he has held positions such as VP of Strategy at MRM // McCann, US Strategy Lead at RAPP, and now serves as 

EVP of Experience Strategy at Saatchi & Saatchi Wellness. 

We sat down to chat with Jay about sonic branding and its increasingly critical role in marketing and brand identity. Please note that the views expressed by Jay in this interview are his personal opinions and do not necessarily reflect the views or opinions of Saatchi & Saatchi Wellness. 

JBMG: How have you seen sonic branding evolve as a tool in marketing strategies throughout your career, and why do you think it's receiving increased attention in the past few years?

If you think about when we were growing up, we were exposed to a lot of TV and radio advertising where music and jingles played a significant role. These were the primary avenues for sonic branding in the past. However, as marketing strategies have progressed, embracing all of the new touchpoints we have for brands, the sonic strategy has become more comprehensive and integrated. With the rise of omnichannel marketing, interactions with brands now occur across multiple platforms such as mobile devices, apps, websites, streaming platforms, online videos, podcasts, social media, in-person experiences, the list goes on. The evolution is fascinating—it has shifted from a predominantly one-way approach via TV and radio to a multifaceted approach where brands can infuse their identity into every touchpoint, even down to the sound that accompanies actions like scrolling or clicking a button on an app or website. For instance, the distinctive sound that accompanies the Netflix logo upon opening the app exemplifies this trend. All those opportunities, if you don't take advantage of them, you're leaving a lot of connection on the table with your consumers. All of those moments are opportunities for you, and I think as a brand marketer and business, you need to take advantage of that.


JBMG: Can you tell us about the most interesting work you've done with sonic branding and strategy?

 When I was at MRM // McCann, I worked on a project with Mastercard for Masterpass, where we integrated sonic branding into the whole experience of the app. So, when you're utilizing the app and navigating the different components, like sending someone money, there was an entire sonic branding strategy built into the user experience. That was a real eye-opening project for me in terms of shaping my perspective on the future for sonic branding and seeing the massive amount of potential it has.

JBMG: And why do you think sonic branding is such an important factor in that type of scenario with a finance app?

 When using financial apps, users engage with them quite frequently. This frequent exposure means the experience becomes ingrained over time. In these scenarios, consistent use of a message, sound, or any element that resonates with consumers and evokes an emotional response is going to be highly beneficial. With repeated exposure to these sounds, consumers start associating them with the brand and their overall experience.Additionally, with financial apps, sonic branding plays a crucial role in enhancing user experience. Hearing a sound associated with the brand and specific transactions, payments, or deposits almost serves as a confirmation. Given the importance of security and comfort in financial apps, strategically incorporating sound enhances this sense of assurance and comfort for users.

JBMG: Some brands place high importance on their sonic strategies, while others aren't prioritizing the value of a thoughtful sonic brand. Even when looking at brands in the same industry and weight class, there is often a wide range in how clients value sound and its impact on their success. Why do you think this is?

 Several factors can contribute to this. Budget is one significant factor; not all clients have the financial resources to invest in bespoke sonic branding that they can truly own. Additionally, the advice from marketers regarding how to approach sound varies based on the specific circumstances of each business objective. It's essential to assess where valuable touchpoints lie and the frequency of consumer interactions in order to determine the most effective sonic strategy. If there's a high frequency of consumer interaction and an opportunity to integrate sound meaningfully to create positive associations, then there's clear value in the additional investment.

Lastly, I think there's a need for a bit of education around the topic. Not all clients fully grasp the influence that custom sounds, tailored to fit their brand identity, can have in fostering brand affinity, enhancing brand recall, and establishing positive emotional connections. The more awareness, education, and perspective that can be brought to these aspects, the more I think this variance starts to level out.


JBMG: Lastly, with the growing prevalence of audio platforms, what steps do you believe brands should take to ensure their sonic branding resonates effectively with their target audience and contributes positively to their overall brand identity?

 If your brand is venturing into advertising on platforms centered around sound, like Spotify, podcasts, or others, it's crucial to approach it with a top-tier sound strategy and implementation. After all, that's the reason people are there — to listen. It's all about the audio. I strongly believe in what you and your company are doing. The approach you've put together is thoughtful, strategic and your experience and work speak for themselves. If you're a brand trying to stand out in a saturated marketplace you need to do your research on competitors, work with the best music and sound partners, and really make sure what you're putting in front of listeners is of the highest quality. 

JBMG: Thank you Jay, for bringing your insights to this conversation around sonic branding.

For more information on our sonic branding services, check out our 

 for a copy of our full capabilities deck.

Sound Matters | Jay Patel on Sonic Branding's Crucial Role in Brand Identity

JB Music Group speaks with Jay Patel of Saatchi Wellness on Sonic Branding's Crucial Role in Brand Identity.

Sound Matters: An Interview with Jay Patel on the Crucial Role of Sonic Branding in Brand Identity

The food and beverage industry has been at the forefront of sonic branding for a long time. The reasons behind this are rooted in the innate power of music and sound to influence emotions and enhance brand recall. However, what sets the food and beverage sector apart is a unique relationship between taste and sound.

Many people are unaware of the incredible correlation between sound and taste. Let’s take a few minutes to explore this and dive into the deep connection sonic branding has in the food and beverage industry.

Sound has the remarkable ability to elevate taste perceptions. Numerous studies highlight the effectiveness of sonic branding, emphasizing that a brand's sonic logo infuses the meaning and emotion consumers associate with the brand. A 

 sheds light on how neuroscientists have uncovered the profound impact of sounds on the brain's limbic system, specifically activating the amygdala (responsible for processing emotions) and the hippocampus (essential for episodic memory).

In the realm of establishing emotional connections, sound emerges as perhaps the most influential sense. Emotional responses, in turn, play a pivotal role in shaping taste perceptions, as highlighted through a study by 

In essence, the formula is clear: sound influences emotions, which, in turn, shape taste perceptions. This intricate relationship is coined as "

" and has spurred a growing field of research into how sounds can impact the eating and drinking experience, enhancing food flavor through sound. 😋

The Food and Beverage Industry and Sonic Branding | JB Music Group

Sonic branding and the food and beverage industry. How taste perceptions are influenced by sound and more. 

Blog

Human Performance and Nuance Drive Engagement in Recorded Music

JB Music Group Introduces Music That Moves

Why Sonic Branding Is the Secret Weapon Modern Marketers Can't Ignore

The Unique Benefits of Sonic Branding in the Financial Industry

JB Music Group x Real Fun Records: The Magic of Live Studio Sessions for Sync

The Sound of Success: Avoiding Common Pitfalls in Sonic Branding

How Sonic Branding Unifies Sub-Brands and Strengthens Brand Identity

Harnessing Generative AI Tools for Creative Music Production

Our Favorite Machine Learning and AI Tools for Music Production and Mixing

Sound Matters: An Interview with Jay Patel on the Crucial Role of Sonic Branding in Brand Identity

The Symphony of Taste: Unlocking the Power of Sonic Branding in The World of Food and Beverage

The Journey of Sync Licensing: 100 Year Recap

Unraveling the Evolution of Sonic Branding

Elevating Your Brand's Sound: The Rise of Custom Music

Go Beyond Sound: JBMG Launches Brand-New Website