Uprising: Megan Robinson from Jingles to Neuroscience
Megan Robinson has always had a thing for jingles. “I was definitely struck by music from a very young age, but not only that, I loved jingles,” she laughs. “When I was younger, I would constantly be reciting brand jingles from memory, from Green Giant to Hastings Direct. So it seems fitting that I now work in sonic branding!”
Today, she is a researcher at MassiveMusic London, and is part of the wave of sound specialists helping brands find their voice. But her path into the world of sonic branding wasn’t preordained, even if the signs were there since the start.
Growing up in County Durham in the North East of England, Megan was surrounded by music. “I used to take violin lessons with my dad where we’d play duets, and even joined a ceilidh band together,” she recalls. “Then I picked up the flute at age 11 and didn’t stop until I reached eighth grade, three years later. From then on, the master plan was to be a professional flautist.”
While that plan evolved, the determination remained. “My mum always says that ‘shy bairns get nowt’ – you need to speak up and persevere to get where you want to be. That mindset has really stuck with me.”
It was during her music degree at Cambridge that Megan realised she was after something more than theory. “I absolutely loved what I was studying, but while I was spending hours writing fugues, I kept feeling that something was missing. I wanted to continue to be creative, but also create impact and influence within society.”
That moment of reflection led her to Goldsmiths, University of London, where she studied Music, Mind & Brain. “It was a perfect balance of creativity and logic. I was studying how music influences perception and cognition, mixing musicality with neuroscience and statistics.”
Her Master’s dissertation examined variability in sonic logos, and opened the door to her first industry role at Amp sound branding in Munich. “Moving to a different country for my first job certainly was daunting,” she admits, “but I knew this was the path I needed to take and I’m so relieved I didn’t shy away from the opportunity.”
Thrown into the deep end, Megan quickly started honing her skills in research and strategy. “The most useful lesson I learned early on is that insights aren’t obvious,” she says. “Just because something is true doesn’t make it an insight. You’ve got to dig deeper than the ‘what’ and really interrogate the ‘why’.”
That appetite for understanding still drives her today. At MassiveMusic, she’s focused on “investigating new trends in sound and exploring creative ways to use music in advertising.” One standout project involved studying how consumers recognise sonic logos. “It really sharpened my skills in research design and statistical analysis – it’s shaped how I now approach psychological research.”
What excites Megan most is the growing recognition of sound as a strategic tool in branding. “There are loads of ways to immerse the consumer and enhance a brand experience with sound – from audio-first spaces to multisensory design. There’s so much left to explore.”
Yet, despite the progress, she still sees missed opportunities. “Sound often remains an afterthought in branding. It’s not always properly utilised or fully understood how powerful it can be on our perceptions.”
That’s why she believes the industry must double down. “Sonic branding was unheard of just a few years ago. Now, it’s growing rapidly, so we need to keep educating people on its value and continue to evolve our messaging as digital ecosystems change.”
Like many working at the intersection of creativity and tech, she has complex feelings about AI. “There are so many exciting possibilities with AI, but it’s also scary how it might impact the creative industry. It fires me up, for sure.”
Balancing her analytical mindset with her creative side can be a challenge too. “One minute you’re exploring what kinds of genres makeup brands are using on TikTok, the next you’re programming surveys and analysing data. It’s a constant switch between logic and creativity, but that’s also what makes it really fun.”
Outside of work, Megan likes to find balance through stillness. “As someone who works in sound and spends most of the day listening to music, I like to decompress through silence. A walk or run in the park, or just reading, helps me reset.”
Still, her passion for playing music remains constant. “I love improvising across genres – from jazz to folk. And I try to compose when I can, just to keep that creative flow going.”
When asked what drives her, Megan leaves us with this: “Curiosity. I love connecting the dots between sound and human perception. It’s exciting when you don’t quite know what you’re going to find.”
