Music Ally Sandbox Guide: Sonic Branding

My latest contribution to Music Ally’s Sandbox Guide series is now live, where I had the pleasure of speaking with TikTok’s Director of Commercial Music Bryan Cosgrove, Paul Sampson, Founder and CEO of music licensing platform Lickd, branding expert Joe Saw, as well as emerging UK artist Alfie Jukes and Modest! Management’s Nikki Arkadia.

This edition of the guide digs into sonic branding opportunities for emerging artists, with a close look at TikTok's Commercial Music Library, Lickd's work in the metaverse, and gathering some practical tips and insight into how to engage and work in partnership with brands.

Dig into the full article over on the Music Ally website.

When we talk about ‘sonic branding’, we’re thinking about the strategic use of songs and sounds associated with a particular brand. We’re talking about Etta James’s ‘I Just Wanna Make Love to You’ and Diet Coke, and ‘Stop This Flame’ by Celeste soundtracking almost any mention of football on Sky Sports.

Songs have the potential to become almost synonymous with a brand, and with such placements come opportunities for an artist to reach millions of new listeners and potential fans around the globe. So to find out how emerging artists and their teams can make the most of the opportunities available in this space, we’ve gained insight from the likes of music licensing platform Lickd, TikTok’s Commercial Music Library, as well as diving into the latest trends with branding expert Joe Saw. Read more.