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Roger Sho Gehrmann and Georgia Roberts of MassiveMusic help brands use music and sound strategically – and with Tennis Australia's Roddy Campbell and Britt Wickes, they built one of sport's most recognisable sonic identities: the sound of the Australian Open.
In this episode, they talk through how a Covid-era gap in the AO's brand toolkit sparked a market-leading sonic strategy, why sound hits emotion faster than anything visual, and what it takes to get stakeholders aligned when everyone has an opinion on music.
They also look at who's getting it right – from the Champions League anthem to Arsenal's North London Forever – how to show ROI, and why AI can't replace a human brand sound.
This episode is presented in partnership with MassiveMusic – leading music infrastructure.
