You will be redirected back to your article in seconds

Companies seek signature sound

Audiobrain helps media outlets with sonic branding

In an increasingly crowded media landscape, companies fight for brand recognition every way they can. In recent years, that’s created a burgeoning demand for “sonic branding” as companies seek a sound logo as recognizable as the NBC chimes or ESPN’s repeating three-note SportsCenter fanfare.

One company thriving in the sonic branding business is Audiobrain, whose clients range from Microsoft to Virgin Mobile USA to McDonald’s. For each, the Gotham-based firm mixes music with sound effects to create tracks ranging from five-second sound washes to broadcast logos to anthems played in stadiums.

Among their credits: the power-up tone on the Xbox 360, and the entire sonic branding strategy for Major League Soccer, the new United Football League and Virgin Mobile USA.

“People want us to help them tell their story with sound,” says Audiobrain’s executive producer Audrey Arbeeny. “They want us to find a unique personality with sound.

In addition to a massive collection of sounds and a roster of composers, Audiobrain has built proprietary tools that enable it to discover, create and audition a logo.

“We use those tools as a compass to find what resonates and what’s right for the story,” Arbeeny says.

Although a sound logo often will last only seconds, Arbeeny believes it’s important for clients to think long term and focus on their strategy.

“This is an emotional and subjective process, and you’re not going to ever avoid that,” she says, “but when sound is developed from the right perspective of the brand and it’s reinforcing the emotional context of the brand, that’s where sonic branding plays a really important role.”

More Digital

  • Tye Sheridan

    Tye Sheridan Starring in Survival Thriller 'Wireless' From Steven Soderbergh for Quibi

    Quibi has ordered another show with notable Hollywood talent attached: scripted series “Wireless” starring Tye Sheridan with Steven Soderbergh on board as executive producer. In the made-for-mobile-screens thriller, a smartphone has a central role. Sheridan (“Ready Player One,” “X-Men: Apocalypse”) plays a self-obsessed college student who is stranded in the Colorado mountains after he crashes [...]

  • Instagram

    Instagram Testing Hidden Like Counts Globally

    Like counts will be disappearing from Instagram all over the world starting this week: The Facebook-owned photo sharing service is extending its test of hiding like counts to all of its territories, Techcrunch was first to report Thursday morning. Instagram began hiding like counts for a subset of its users in Canada this spring, and [...]

  • Ted Sarandos - Netflix

    Ted Sarandos Says Disney Plus Launch Changes 'Nothing' for Netflix

    Netflix chief content officer Ted Sarandos claims he’s not getting distracted by huge competitors — like Disney — rumbling into the company’s streaming turf. The exec was asked what has changed for Netflix with the Nov. 12 launch of Disney Plus, which the Mouse House boasted as having signed up over 10 million users so [...]

  • Game Awards OrchestraThe Game Awards, Show,

    Game Awards 2019 to Play on 53 Cinemark Screens Alongside 'Jumanji: The Next Level'

    This year’s Game Awards, recognizing the top video games, creators and esports of 2019, is coming to the silver screen. In a three-way partnership, the Game Awards, Cinemark Theatres and Sony Pictures are teaming on a superticket program pairing the Dec. 12 live simulcast of the 2019 Game Awards in 53 Cinemark locations with a [...]

  • Lilly Burns Tony Hernandez

    Jax Media Soars by Amplifying Unique Voices of Auteur TV

    Jax Media has emerged during the past few years as one of television’s busiest and buzziest production companies. The New York-based company headed by four partners — Tony Hernandez, Lilly Burns, John Skidmore and Brooke Posch — has an enviable track record of scouting new voices and executing stylish shows on a less-than-stratospheric budgets. The [...]

  • Variety Digital New Leaders

    Execs From Endeavor Audio, Group Nine Among Those Leading the Way in Digital

    Every year, Variety seeks to identify the next generation of leaders in the entertainment business, looking for representatives in the creative community, film, TV, music and digital. This year’s group has a heavy New York focus: We selected executives from forward thinking companies such as Spotify, Group Nine and Endeavor Audio, as well as writers [...]

More From Our Brands

Access exclusive content