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May 22, 2015
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Rumblefish is a Sonic Branding and Music Licensing Agency
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Rumblefish delivers
emotion and behavior
to brands and productions
through music and sound
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Enable great artists
to make a good living
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• Inc. Magazine
• Billboard Magazine
• CNBC
• Fast Company
• Ad Age
• Business 2.0
• New York Times Magazine
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Musicians Licensing Experts
Brand Strategists Composers
Sound Designers A&R Scouts
Music Supervisors Sound Engineers
We are:
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This is how we do it
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Music Licensing
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SM
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TENS OF THOUSANDS OF SONGS
AVAILABLE
EXPERT-CURATED
100% PRE-CLEARED FOR ANY USE
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Great Songs / Fair Price
Music Libraries
Quality
Cost
Major Labels
Affordable
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Sonic Branding
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What does your brand sound like? ®
How can music & sound grow your business?
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Case Study
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DLM turns music fans on to the great music being created in their own back yards.
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What does Umpqua sound like?
What does the Umpqua community sound like?
What does the Umpqua experience feel like?
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Brand Essence……………………………….Human-Centered Banking
Values…………………………………………….Quality of life, freedom, service, community, prosperity, style
Personality ……………………………………Warm, friendly, personal, encouraging, helpful, informal, relaxed, joyful Open, flexible, adaptive Dynamic, stimulating, quirky, unconventional, disruptive, surprising Knowledgeable, trustworthy, respectable, mature, tasteful
Persona(s) ……………………………………..CAREGIVER EXPLORER TRUSTED ADVISOR UNDERDOG / OUTSIDER
What are the musical equivalents?
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dynamics
timbre harmony
rhythm
tempo genre
instrumentation
recording
orchestration
origin
melody
volume lyrics
composer
tone color meter
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MOOD Dark Happy
ENERGY LEVEL Sedate Frenetic
hopeful, optimistic, happy but not sappy
upbeat, rock-steady, but measured
“Mother’s Monsters” ZAZA
“Wonderland” Rye Hollow
“Movie Star” Friends For Heroes
“1,000 Years of Snow” Clouds Forming Crowns
“Scotch And A Handgun” Stephan Ashbrook
“Something Beautiful” Woke Up Falling
A1 A2 A3
A4 A5 A6
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Other Work
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adidas
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“Brands with music that fits their brand identity are 96% more likely to be recalled than those with non-fit music or no music at all.”
Adrian North and David Hargreaves Leicester University
“Music is a shortcut to the heart.”
Kevin Roberts CEO, Saatchi and Saatchi
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“Women who listened to music ran a minute or two longer than those who didn’t, adjusted their strides to run more efficiently, and had lower perceived exertion.”
Acadia University study, 2003
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Music invigorates. 31
“Participants slept longer and better, and had less daytime dysfunction, after listening to 45 minutes of music before bed.”
Journal of Advanced Nursing, 2005
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Music moves people.
Music soothes. 33
Music moves people.
85% OF INFORMATION IS DISTRIBUTED
VISUALLY*
* Millward Brown 34
41% RECEIVED IS SONIC*
* Millward Brown 35
Your audience has ears.
Does your brand have a voice?
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Step 1:
Define Brand Sound
2008 Rumblefish, Inc. © 37
ENERGETIC RELAXED
Where in the sonisphere does your brand reside? Rumblefish uses many tools (like the emotion-based “Sonisphere” diagram below) to help clients pinpoint the most authentic sonic expressions of their brand identity.
Music that expresses an organization’s identity is usually defined by a relatively narrow set of parameters.
Music that an organization wants to
use to enhance its customers’ experiences
must account for the range of their
audiences’ tastes and sensibilities.
An organization’s sonic logo or signature theme should express the “sweet spot” of their sonic identity.
Music that lies outside the parameters of an organization’s sonic
identity is off-brand and thus inappropriate as a
brand-building tool.
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Step 2:
Develop a Strategy
2008 Rumblefish, Inc. © 40
Just like a logo, a sonic brand should be
consistent and effective across all touch points
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Step 3:
Access to Music
2008 Rumblefish, Inc. © 43
SM
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Studios & Networks Agencies Brands
Game Developers
Some of our clients
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Thank you.
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