In the era of sensory branding, where every detail contributes to a brand’s identity, music has emerged as one of the most powerful — yet still underutilized — tools. At Dubleclik, we recently ran a bold test through our creative division, ONEAM: using AI and a seasoned producer, we composed an original song from scratch. Not for a campaign. Not for an ad. But purely as a branding experiment.
ONEAM is not your traditional creative studio. It’s a living, evolving ecosystem that blends design, culture, and innovation. The idea behind this project was deeply strategic — to explore how sound, tech, and taste can collide to create something memorable. The process began with a simple concept: what if a brand could be felt through music?
We wrote the lyrics ourselves. AI refined the language and generated the vocals. A skilled producer took over the sound design, remixing and shaping a moody rap track inspired by artists like CIV and Central Cee. The result? A haunting, high-impact sonic experience — powered by artificial intelligence, guided by human vision.
We didn’t release it as part of a campaign. We didn’t need to. The goal was to test the boundaries of brand expression, and to ask a bigger question: what does a brand sound like when no one’s watching?
Music does something visuals can’t. It bypasses logic and speaks straight to emotion. While an image tells you who a brand is, a song tells you how that brand should make you feel. In a world over-saturated with visual noise, the audio space is still relatively open terrain. And when used well, music becomes a shortcut to memorability.
Just look at the giants:
When Coca-Cola introduced the Taste the Feeling campaign, they didn’t just choose a jingle — they curated a whole musical universe. The song, co-written by Avicii, became a cultural phenomenon, embedding itself in ads, events, and the collective memory. It wasn’t just a soundtrack — it became part of the brand’s emotional DNA.
Known for their powerful visual storytelling, Nike understands the power of rhythm and pacing. Their iconic “You Can’t Stop Us” campaign featured a seamless video montage backed by an orchestral hip-hop score, amplifying the feeling of motion, resilience, and unity. Sound gives their stories pulse and life.
Apple’s genius lies in subtlety. Their use of sound is never accidental — from the crisp click of an iPhone camera to the curated indie tracks in launch videos, everything is considered. They don’t just choose songs that are trending; they choose songs that feel like Apple — clean, emotional, and innovative.
Perhaps one of the most successful cases of sonic branding in the Italian market. With Parov Stelar’s “All Night” and the distinctive dance of Sven Otten, TIM created an unmistakable association between the music and the brand. It was playful, viral, and instantly recognizable. They even expanded the campaign with other musical reinterpretations by Italian icons like Mina, proving that music can adapt and evolve within the brand’s narrative.
A classic case. Just five notes — the Intel chime — and you instantly recall the brand. That tiny audio logo has arguably more recognition than many brand slogans. It’s proof that branding isn’t only visual. It’s cognitive, emotional, and deeply sensory.
THE PSYCHOLOGY BEHIND THE SOUND
Music doesn’t just enhance memory — it builds it from the ground up. Neuroscience has consistently shown that music activates regions in the brain associated with emotion, memory, and even physical movement. It creates multisensory associations that embed themselves deeply into our cognitive processes. Unlike images or text, which often require conscious interpretation, music operates on a subconscious level — shaping how we feel, respond, and even behave without us realizing it.
Certain rhythms, tempos, and frequencies are scientifically proven to trigger specific psychological and physiological states. A fast-paced beat can evoke excitement or urgency; slow, ambient tones may induce calm and trust. This emotional immediacy gives music a unique role in storytelling: it doesn’t just accompany a narrative — it amplifies it.
For brands, this opens an entirely new design frontier. Sound is no longer just a layer of background polish — it becomes a strategic design element, just like typography or color palettes. When crafted intentionally, a brand’s sound can shape perception, create emotional resonance, and leave a lasting impression that lingers far beyond the moment of interaction.
THE POWER OF REPETITION
Consider how just a few seconds of sound can become immortal. McDonald’s iconic “ba da ba ba baa” isn’t just a catchy tune — it’s one of the most globally recognized sonic signatures in advertising history. It transcends language, geography, and age demographics. The moment you hear it, your brain fills in the brand. That’s the power of audio imprinting.
It’s not just a jingle — it’s a sonic asset, one that holds real equity. Repetition plays a critical role in this process. Just as a logo becomes effective through consistent exposure, a sound becomes powerful when it’s used methodically, over time, and across touchpoints. In sonic branding, consistency builds trust, and familiarity breeds emotional connection.
This is why brands that invest in their sound identities often outperform those who overlook them. Sound sticks. It works when the screen is off. It travels with us — through headphones, smart speakers, retail environments, and even subconscious memory. That five-second melody may do more to anchor a brand than a multi-million dollar campaign.
DIGITAL EXPERIENCE: WHERE SOUND MEETS UX
In a world increasingly dominated by apps, wearables, and digital touchpoints, brands are weaving sound directly into the user experience — not as decoration, but as interaction design. Think of the unmistakable ta-dum of Netflix: it signals a moment of transition, of anticipation. Or the subtle swoosh when you send a message on your phone — a tiny cue that provides closure and satisfaction.
These micro-sounds, often overlooked by users, are anything but accidental. They are meticulously crafted and tested to become part of the brand’s behavioral language, shaping how users feel during key actions. Over time, these sounds become anchors — emotional cues that improve usability, reinforce identity, and enhance the overall digital experience.
Voice assistants are another frontier in this space. Brands like Amazon and Google have begun embedding branded tones, personalities, and voice styles into their virtual assistants. Even the timbre and pacing of a voice can reflect brand values: whether warm and conversational, minimal and efficient, or bold and charismatic.
The result is a multisensory brand ecosystem — one where users don’t just see and click, but hear and feel. In this context, sound isn’t a layer. It’s architecture.
MUSIC IN THE METAVERSE & GAMING
As virtual environments become more mainstream — from Roblox and Fortnite to Meta’s Horizon Worlds — music is no longer a background layer; it’s the atmosphere itself. It sets the tone, guides the narrative, and defines the emotional tempo of every interaction. In these immersive spaces, sound doesn’t just support the experience — it is the experience.
Forward-thinking brands are already taking advantage of this paradigm shift. From sponsoring virtual concerts with global artists to designing custom spatial audio experiences that respond to user movement and perspective, companies are reimagining how music can foster connection. Platforms like Fortnite have hosted in-game performances by Travis Scott and Ariana Grande, where audio wasn’t just a soundtrack — it was the driver of a collective, live digital moment shared by millions.
Some are even experimenting with adaptive soundtracks — music that evolves in real time based on user behavior, emotional input, or ambient data. Imagine a branded environment where the music subtly shifts as you explore, linger, or interact — creating a personalized and dynamic sonic identity that deepens engagement.
In these virtual and hybrid spaces, traditional branding rules are being rewritten. Logos and taglines become less relevant than the sound of the world you’re stepping into. And in that world, music is the key to immersion, presence, and memory.
SONIC IDENTITY IN GLOBAL MARKETS
For global brands, music represents a rare opportunity: the ability to transcend language while still speaking directly to culture. In a world where translation often risks diluting meaning, sound becomes a universal connector — capable of maintaining brand consistency while respecting regional nuance.
Take Spotify, for example. The platform leverages data-driven cultural insights to curate hyper-localized branded playlists and experiences that resonate with specific audiences. Whether it’s reggaeton in Latin America, K-pop in Southeast Asia, or lo-fi beats in urban Europe, Spotify understands that music preferences are deeply embedded in identity — and that brands who align with those preferences earn emotional equity.
This concept extends beyond streaming. Smart brands are evolving their sonic identity to reflect local instruments, rhythms, languages, and even storytelling traditions — all while keeping their core brand DNA intact. It’s not about creating something entirely different per region, but about tuning the message to the cultural context.
The result? A brand that feels personal, yet global. Recognizable, yet relevant. Sound, when used with cultural intelligence, becomes a diplomatic tool — one that bridges worlds without losing its voice.
LESSONS FROM THE LAB: WHAT ONEAM TAUGHT US
Our experiment with ONEAM was just a first step. But the implications go far beyond. A custom track could become a brand’s audio logo, an immersive layer in digital experiences, or a new format of storytelling in an age where attention is the most valuable currency.
Here’s what we learned:
- AI can be creative when directed by human taste and strategy.
- A track can become an asset, not just a moment of entertainment.
- Music builds bridges, breaking barriers between brand and audience through emotion, energy, and cultural fluency.
We live in a time where brands are more than businesses — they are identities, lifestyles, microcultures. And music, more than any other medium, builds tribes. It taps into nostalgia, emotion, and aspiration. It can turn casual customers into fans.
At Dubleclik, we see sound not just as background, but as strategy. And with the tools now available — from AI vocals to generative sound design, from spatial audio to adaptive music — there’s no excuse to stay silent.
The brands of tomorrow won’t just look different. They’ll sound unforgettable.
It’s time brands started sounding like themselves.
And if you’re curious to hear how it all sounds when branding meets AI, culture, and creativity, listen to what we created on Spotify and Apple Music.