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To be honest with you, the advertising world has drifted into a sonic slumber. The bold, creative risks that once defined the sound of brands have been replaced by safe, predictable choices: stock audio tracks and trending songs that blur together in a dulling haze of familiarity. This sonic monotony has lulled audiences into a state of disengagement—a kind of tranquillised, background hypnosis. Sonic hypnosis.
But the reality is that it doesn't have to stay this way, and there is a big opportunity for brands worldwide. By embracing creative risk and investing in sound, brands can awaken their audiences, reclaim their identity, and redefine what it means to be a brand that is forward thinking... or dare we say it - innovative!
The Decline of Sonic Boldness
There was a time when sound in advertising was a thrilling frontier. Every campaign had the potential to surprise, excite, and deeply resonate with its audience. Yet, as the industry has grown, so has its aversion to risk. Only a few still set the bar very high, i.e Nike, Apple.
Safe choices have become the norm. Stock music libraries and pre-packaged tracks have surged in popularity, providing quick and cost-effective solutions.
This convenience, while helpful for budgets, has come at a creative cost. Music that once elevated campaigns now often fades into the background—generic, uninspired, and forgettable. Brands that aim to stand out ironically resort to the same pool of "safe" sonic solutions, contributing to the blandness of today’s advertising soundscape.
Sonic Hypnosis: A Disservice to Audiences
Audiences are more discerning than ever. Millennials, Gen Z, and Gen Alpha demand originality and authenticity in the brands they engage with. As the the future torch bearers of bold individuality, these generational groups know what they like, and won't get up for 'basic'. Yet, many brands underestimate their audiences, assuming they prefer familiarity over innovation.
The result is a relentless reliance on trends, popular tracks, and stock audio that blunts the emotional impact of campaigns. This approach does a disservice to consumers, who are far more likely to appreciate and remember bold creative expressions that challenge their expectations. Instead of engaging their senses, many brands are tranquillising them with sonic sameness, which is the completely wrong approach for future proofing a brand through creativity. As we know, trends don't last and safe doesn't stimulate.
The Power of Creative Risk
Breaking free from this hypnotic cycle requires courage—a willingness to take creative risks with sound. Bespoke music offers brands an opportunity to do just that. Unlike stock tracks, bespoke compositions are crafted to align with the vision of a campaign, enabling true creative freedom.
When brands collaborate with experienced music producers and sonic agencies, they unlock the ability to push boundaries. These experts bring fresh perspectives and technical expertise, allowing music to amplify the emotional and narrative power of a campaign. Bespoke sound doesn’t just support a creative vision; it completes it.
The Problem with “One Size Fits All”
Let's be real, stock music has its place, of course. It has democratised access to sound and helped many brands explore their sonic identities, which is awesome. But its limitations are clear. Pre-packaged tracks often require the creative vision to adapt to the music, instead of the music adapting to the creative vision. This compromises the full potential of a project, forcing directors, agencies, and brands to fit their ideas into a pre-defined framework, of after a creative direction has been taken. An issue made worse when music is considered later on in the process.
In contrast, bespoke sound provides the flexibility to mould music around a brand’s unique story. It allows campaigns to retain their authenticity, originality, and emotional depth. Doesn't that sound great?!
Breaking Down Barriers
The biggest challenge to embracing bespoke sound is the perception that it’s exclusive or inaccessible—a luxury reserved for large agencies and elite brands. This gatekeeping has stifled creativity, but it doesn’t have to. By building bridges between brands, agencies, and music producers, we can democratise bespoke sound and bring its benefits to a wider market. This the fundamental goal of Acre Green.
A tailored approach to sound isn’t just for television or major campaigns. It can—and should—extend to digital-first brands and businesses that rely on online engagement. In a crowded digital space, sound is a powerful differentiator, capable of creating emotional connections that visuals alone cannot achieve, and cut through when it's is needed most.
Reviving the Sonic Landscape
To stand out in today’s bland sonic landscape, brands must prioritise sound as a central element of their creative strategy. This means moving away from safe, predictable choices and embracing the full potential of music as an art form. Sound should never be an afterthought. It should be an integral part of the storytelling process, with every note working to enhance the brand’s identity.
By taking bold risks and collaborating with creative experts, brands can reclaim the excitement, emotion, and individuality that make advertising memorable. The future of advertising sound lies not in following trends but in setting them.
A Call to Action for Brands
The time to act is now. As younger generations continue to demand originality and authenticity, brands must rise to the challenge. It’s time to break free from sonic hypnosis and reawaken the industry’s creative spirit.
Music has the power to inspire, to move, and to connect. When brands treat it with the same care and attention as every other aspect of their identity, they unlock a world of possibilities. The question isn’t whether bespoke sound is worth it—the question is, can brands afford not to invest in it?
Let’s challenge the status quo. Let’s make advertising sound exciting again. And let’s embrace the bold, creative risks that will shape the future of branding.
Fancy finding out how you can apply bespoke sound to your creative project? Reach out Acre Green today!
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