Music Intelligence
This insight/strategy driven process is the secret behind our consistent gold winning work
Service Description
Music Intelligence enables creative to be guided completely by insight and strategy. It is an analytical process to creative development pioneered by legendary producer Nile Rodgers and Marco Vitali as a way to gather all the facts, insights and seeds of inspiration required to guide the proper discovery of a brand's true sound. This process is supported by data and AI, but led by human intelligence and what Rick Rubin calls "seeding" and what Quincy Jones calls "goosebump testing". It enables the brand stakeholders to join the journey of discovery and co-author the sonic strategy based on data, consumer insights, workshops, and strategic alignment.While this process is largely overlooked in the sonic branding industry, focus testing has outperformed 100% of the time on accuracy of evoking all branding objectives with consumers. The stages of music intelligence were designed to align with traditional phases practiced by top branding agencies (image). This seminar walks through the music intelligence process with IRL examples - not only to share how a brand's sound is discovered and created, but to show how easily this process can be used to support and enrich design development.