Amp Unveils Sonic Branding Insights - The Sound of Luxury

amplify magazine's highly anticipated 9th edition, 'The Sound of Luxury' dives deep into the multifaceted strategies of sonic branding in the luxury sector. In a market where many brands want to feel inclusive yet remain exclusive, this issue helps brands understand how the right sound can be key to effective, emotional audience connection. With most luxury brands now moving away from the traditional go-to sound of classical music, this edition analyses the sonic ingredients of the new sound of luxury.

The luxury industry is set for continued growth in 2025, with a projected value of $1.5 trillion, reflecting a 5.2% annual increase. This issue identifies key insights and trends, including the differences in approach of luxury brands across multiple sectors, and the key considerations for using sound to reflect exclusivity for a modern audience.

The amp research and insights team leveraged extensive desk research, social media monitoring, and AI evaluation provided by amp’s Sonic Hub tech platform to dissect and analyse over 100 luxury brands across the hotel, automotive, fashion & accessories industries.

Key Findings

-Brands like Mercedes-Benz, Miu Miu and Bottega Veneta are reflecting their exclusivity though unexpected, unique musical choices, setting them apart in industries which traditionally rely heavily on licensed or stock music.

- The automotive industry is one of the few luxury industries utilizing branded music, but many sonic assets in the sector are based around vehicle sounds and are therefore easily misattributed: Audi’s non-unique “evolved” heartbeat sonic logo is only recognized 8% of the time by consumers.

-Licensed music is heavily used by luxury brands, but very few take the next step into artist partnership, to create original branded sound with artists, as Dom Pérignon has done with Lady Gaga.

-Audio-first spaces are on the rise around the globe, yet the new trend of fashion house cafés lacks the final sonic ingredient needed to create a truly luxurious multisensorial experience for consumers.

“The old guard of luxury still treats sound like window dressing - functional, formulaic, and frustratingly distant. But in today's luxury landscape, sound isn't just functional - it's fundamental, with many brands that harness it as a cultural cornerstone. Our analysis in this issue of amplify, The Sound of Luxury, reveals how premium brands are splitting into two camps: the traditionalists and the trailblazers. And those embracing multisensory experiences aren't just staying relevant, they're redefining modern luxury and forging unbreakable emotional bonds,” said Michele Arnese, CEO amp.

Amplify Luxury Overview:

Q> How does Acqua Di Parma use sound strategically? An interview with the Brand.

Acqua Di Parma talks to amp about how they use sound to maximise impact their brand positioning, through musical choices and influencer partnerships

Q> How does original music enhance scents?

Sound and smell are the two most powerful emotional triggers. Original music for a boutique perfume brand, inspired by the raw materials of each scent, creates a unique sensory experience and an emotional connection that lingers long after the scent fades.

Q> What is the minimalist sound of craft?

Luxury brands often use minimalist music to reflect the time and craftsmanship behind their products, but often underestimate the impact of thoughtful, original sound to reflect their exclusivity.

Q> Fashion and food - an unlikely pairing?

Fashion house cafés like Prada and Louis Vuitton are giving gen z a taste of luxury, without the hefty price tag. But considering the sound in these spaces is key to creating a fully immersive experience.

Q> How do slow luxury brands handle the challenges of the fast-paced world of social media?

While some lean into trending audio, Brands like Hermès, Miu Miu and Delvaux are taking a different approach: a great discovery!

Q> How are hyper-traditional luxury Industries evolving through sound?

Champagne brands face the challenge of staying relevant without altering their iconic image. While most brands still heavily rely on generic (stock) musical choices, Dom Pérignon and Krug are some of the few Champagne brands modernising their sound through original sonic creations.

Q> What does it take to modernise the sound of an old luxury brand? An amp case study

Mercedes-Benz has redefined luxury branding with its innovative sonic identity. From edgy fashion collaborations to music culture tie-ins, Mercedes-Benz blends creativity, sustainability, and tech to resonate with modern consumers, setting itself apart from conventional luxury car brands.

Q> Is nature the most luxurious sound in the world?

Luxury hotels are embracing nature sounds like birdsong and waterfalls to enhance wellness. By combining nature’s tranquillity with distinct, unique audio, hotels can build deeper emotional connections and leave a more memorable impact on travellers.