MassiveMusic Revolutionises Sonic Strategy with Research Audit Tool, SoundCheck

MassiveMusic, the global creative music agency, is transforming how brands represent themselves musically with the launch of SoundCheck, a robust research capability that offers brands an in-depth audit of their music and sound choices. SoundCheck provides rich insights on a brand’s use of music versus competitors, using AI technology to improve audio effectiveness, audience resonance and ultimately business outcomes, making it a vital part of every marketer’s tool box. 

Music is a necessary part of any brand’s marketing mix. However, as a visually dominant medium, advertising most often focuses on the portion of creative that audiences can see, missing a central component to the ad’s overall success: what audiences can hear. 

SoundCheck is powered by MusicIQ, a first-of-its-kind methodology that objectively quantifies the impact music has on a brand and its business performance. MusicIQ gives brands a roadmap to optimisation by factoring in metrics like distinctiveness, audience match, engagement and overall music quality. 

“Most of us know instinctively that a great music choice is the 'secret sauce' that elevates an ad from average to excellent. Yet most brands aren’t maximising the potential of their music strategy,” said Aifric Lennon, director, research strategy at MassiveMusic. “Our new MusicIQ methodology provides an objective measurement of effective music use, and SoundCheck is the perfect gateway solution for brands to realise the full power of sound.” 

Armed with the data from their unique MusicIQ analysis, marketers can have confidence in their sonic effectiveness, whether they are creating an ownable sonic identity, developing guidelines for music selection or tapping into culture through an artist partnership.

“In no other area of a brand’s ecosystem is so little attention given to consistency, audience appeal and differentiation as with music. The tangible impact of this oversight is often underestimated, yet it can significantly impact the effectiveness of content. With the power of AI, through SoundCheck and MusicIQ, brands can now quantify this impact with precision, allowing them to measure, optimise and elevate their music strategies,” explained Roscoe Williamson, global creative strategy and innovation director at MassiveMusic.

The methodology was used in MassiveMusic’s work with the National Trust, to develop a sonic identity and music strategy that nodded to the charity’s heritage while reflecting a more forward-facing brand. This included developing ownable sonic assets, guidelines for music selection as well as creative search and licensing for National Trust’s recent campaign ‘Space to Feel’. Nisha Nath, head of brand and creative at the National Trust said of the process, “Thanks to the MusicIQ methodology, we are able to track the impact that a strategic approach to music and sound is having on the National Trust brand.”

SoundCheck can also assess the strength of a brand’s sonic assets, including sonic logos, brand tracks and product sounds. Using consumer testing, SoundCheck helps brands understand the emotional appeal, memorability, brand fit, uniqueness and spontaneous association of their assets.  

The power of MusicIQ can be seen in MassiveMusic’s latest Music of Sportswear report, which found that brands with a higher MusicIQ are 50% more likely to be the preferred brand in their category. The report also concluded that music accounts for more than one third of a consumer’s brand preference.