Sonic Branding Destinations Music Festivals – Review

Destinations use music festivals to attract travelers to their shores in growing number and the 2018 music festival season is gearing up to be a banner year.

This year’s festivals have already posted lineups across social media and it is a dizzying variety. Starting in 2018 Vujaday set high stakes by creating a riveting Music Festival Safari in Barbados – See this review here.

It is a taste of things to come.

bostoncalling-musicfestivalbarndingRight now Boston is calling with Eminem, Jack White and The Killers for its festival at the Harvard Athletic Complex on May 25 to 27.

There are hundreds of festival planned for destinations from every corner of the globe. From Creamfields (Daresbury, UK) to Rock on the Range (Winnipeg, MB, Canada).

New Standards for 2018 by Vujaday

All pale in comparison to breath of Vujaday music festival in Barbados. That festival set a new standard in organization and depth of artist and venues- 5 separate location were stages and over 50 international DJ took to the sage- Its worth sharing a few samples and reviews of the 5 days on non stop music.

But the real advantage was of course the thousands of fans who enjoy the music and can’t await to spread the word and to return to the Island that hosted it all.

vujaday review day 5Destination Branding  & Music Festivals

From a branding perspective it shows Barbados is a with-it destination and introduced it to an entirely new audience. Having a new venue each night gave visitors a taste of island culture and showed them a diversity; from beaches to stately homes, plantations and rugged invigorating coastal communities. Some fans referred to it as the Barbados Vujaday Musical Safari.

Clearly music festivals have a huge impact on branding a destination. The lineup for 2018 is impressive. From Prima Vera Sound in Barcellona to Melt in Germany with endless music festival in the Uk, USA and Canada to name just a few hot locations.

The question is does a music festival help brand a destination. Its a nuanced discussion as it touches on the subject of sonic branding, music marketing and the gender of promoting festivals to drive traffic to a destination. Here the association with particular artists can have a significant impact – Barbados of course is home of Rhianna and that drives score of her fans to the site, But is it the right brand for the average boutique clientele. The Bahamas seeks out social influences like and is rumored to have paid Kendall Jenner $250,000 to promote the event on her Instagram account. So having a company like Vujaday stage an event in your destination and promote it through all their collateral and influencers must be worth a ton.

Events as Branding

The most successful and honest festival branding, it seems, relies on creating a holistic identity based on the more abstract and experiential concepts of the music and sound. “There’s an awful lot of effort in festivals—each one is trying to distinguish themselves from one another. A festival is essentially an outdoor space—a field or a glade or lake or forest in nature—what can you do to make that distinguished? That’s what we love to create. A festival is also a thing you can lose yourself in. It’s a little like the Christmas feeling and everything associated with that feeling: people let themselves go in ways that at any other time of year might seem a little odd – but these things suddenly become really exciting once you’re there, on a weekend in July.” Kiffer Keegan, Work Order – see

Man Made Music Joel Bekerman Reveals Practical Tips with Sonic Branding Examples

Joel Bekerman Founder and lead composer of man-made-music, in a interview with Ray Baird of BrandingBusiness defines “Sonic Branding” as the strategic use of music and sound to build brands. Its not just jingles or sounds but something that creates authentic brand identity and brings an emotional quality and personality to the brand.

Joel’s book Sonic Boom goes into this in depth offering examples of sonic identity from real sonic branding solutions. Adding Sonic identity, he says, is the process of translating the brand strategy into music, using the complete set of musical tools, instruments, with tune and score, rhythm and  words that fit the brand.

Hertz Example

For Hertz, the key feature that management believe the team excel at is Speed. That is speed of service, delivery and speed in resolution to issues and errors.

Speed is the identity that management wanted to translated into a sonic representation for the company. But how do you represent speed in a set of music and sound element. Well there are many parts to this. There are sounds in the car, there are specific sounds when you call the company and when you drive the car.

Ultimately there must be, what Joel calls the sonic anthem, the music that is the long form sonic representation of the brand. In addition there is a sonic logo as a short form of the anthem. The logo is like a certificate or company graphics-logo of the brand. Unlike the anthem which is the entire inspirational story expressed in music, the logo is short and snappy. Speed Joel says is a journey, the logo is 15 seconds,  galloping along but no song. The anthem is the song.

Amazon ebooks:  Authentic Brands with Sonic Branding Solutions

Sound, they say, is now the cayene pepper of the brand. It is the spice and the personality that creates interest, empathy, engagement and loyalty of the authentic brand. A search on amazon will reveal several book and chief among them are the Sonic Boom and The Band and the Brand.  Both books complement each other. Sonic Boom takes the reader thought the philosophy of the sonic movement whereas the band brand is a practical guide.

The very latest book, “The Band and the Brand“,  looks at  Sonic Branding Examples, Solutions, Success and Failures,  and provides the background on history as well as an update on brand marketing today exploring how sonic identity fits the new digital sharing economy. There are many current books that delve into sound and music in branding and marketing today.
Latest Amazon ebooks on authentic brands sonic branding >>>>


What is Sonic Branding – INC.

How to Add Sonic Branding to Your Business: What is Sonic Branding?

Audrey Arbeeny defines sonic branding as “The strategic development of a brand’s attributes through sound and its deployment across a multitude of touchpoints to create a seamless, cohesive and authentic sonic presence.”

Also see The Brand And The Band – latest book on Sonic Branding >>>

Arbeeny, teaches sonic branding at Pratt Institute’s communications design program.

It is a bit different to what she did a few years when brands just wanted just a sound logo – “a short pattern of notes like NBC’s chimes or the -Intel Inside- tune.

Todays brands “want their entire customer experience connected. Companies have a main phone number, a mobile phone number, a website, all with different sounds that don’t make sense together. They realize customers are using these products and want something cohesive that also makes them stand out.”

Dig Deeper: Defining Your Brand


See the entire article on INC

Lets Start Sonic Here

For a primer on what is Sonic branding we need to step back and ask the question what is marketing and what is advertising. In her debut book Laura Montarroso does exactly this as she charts the history of sonic Branding – Its now published on Amazon at

sonic branding solutions - an introduction with examples by the BrandandTheband
Amazon Book on Sonic Branding

Book buyers also get to join the membership site – and get Lauras newsletter.

It is a fun book with lots of insights – it reveals who are the major sonic Branding companies and looks at sonic branding successes as well as failures with examples and case studies.