You walk into a product launch. No flashy video yet, no speeches, no branded merch. But something already has you locked in – the music. It’s low, clean, modern. A futuristic synth washes over the room, giving the space an edge. You don’t even realize it yet, but you’re already forming an opinion about the brand.
That’s not an accident. It’s sonic strategy
In corporate events, music isn’t filler, it’s part of the message. Whether it’s a tech launch, a trade show, or a brand activation, smart companies know that sound can do what slides and slogans can’t: make people feel the brand before they even see it.
The Psychology of Sonic Branding
We all know a few sounds that are basically logos in audio form, think of TikTok outro or the “ba-da-ba-ba-ba” that instantly triggers a McDonald’s craving. That’s sonic branding. It’s the use of consistent, recognizable audio elements that represent a brand just as strongly as a visual logo or slogan.
But at live events, sonic branding becomes more than a quick sound bite, it becomes environmental. It surrounds the guest, shaping how they move through a space, how they feel about a product, and how they remember the brand afterward. Corporate events extend this idea into full sonic experiences. Instead of one audio logo, brands build a sound language – a consistent palette of sounds, genres, and motifs that align with their identity.
Take Mastercard, for example. In 2019, they introduced a global audio identity that plays not just at payment terminals but throughout their live events, commercials, and activations. Whether you’re in Singapore or London, the same sequence of notes reminds you: this is Mastercard. That’s brand consistency through sound. And most importantly, it aligns a guest’s emotions with what the brand wants to represent.
Music sets tone – it builds trust
Tailoring Genre and Tempo to Brand Archetypes
Every brand has a personality—or at least, it should. In marketing terms, that’s often described using the 12 brand archetypes: universal character templates like The Explorer, The Rebel, or The Creator.
What a lot of event managers miss is that music genres can map directly to those archetypes.
Let’s break it down some of them:
The right genre choices reinforce brand personality. They also help guests subconsciously connect with the brand on an emotional level – before they even interact with the product.
In these noisy environments at an event, a strong and intentional sound design can cut through the clutter. Whether it’s a looped sonic motif, a spatial soundscape, or even interactive audio zones, music draws people in and gives your booth presence. Adidas nailed this with their “Futurecraft” installation (click to watch the video). The booth featured layered electronic beats that pulsed in sync with motion graphics and projected visuals. It wasn’t loud or invasive, it was immersive. The beats gave rhythm to the booth itself, matching Adidas’ image of innovation and performance. The booth featured layered electronic beats that pulsed in sync with motion graphics and projected visuals. It wasn’t loud or invasive, it was immersive. The beats gave rhythm to the booth itself, matching Adidas’ image of innovation and performance.
Music also affects dwell time. People tend to stay longer in environments with curated soundscapes. It creates comfort, curiosity, or excitement depending on what you’re trying to evoke. Don’t just put a Bluetooth speaker on the table.
Design your sound like you design your visuals
The future is tuned
Music isn’t extra. It’s not a decoration. It’s a design element that has the power to define how people feel about your brand before, during, and long after the event. In a world where attention spans are short and emotional impact wins loyalty, music is one of the fastest ways to connect. Because the visuals fade. The speeches end. But the music? That might still be playing in their heads tomorrow. And that’s when you know your brand stuck.
I am giving more examples of a great collab between brands and their music identity in the video, if you follow the link:
https://www.instagram.com/reel/DKEyR0aM6wv/?igsh=MWIzNHRveWpnbGcxMQ==
But for now, write down in the comments your opinion on what brand has more attractive sonic effect – Netflix or HBO. You can love Netflix dating shows but still be on HBO side, do not worry, I get it :).
My previous post is here!!!
