Music is crucial to helping brands reach out to and engage more deeply with users. Brand Central provides the perfect backdrop for music industry executives to meet with brand representatives and advertising agencies. Brand Central will also host pitches from the 20 finalists of our second midem Marketing Competition!

Why is music crucial for brands?

To understand why music is crucial for brands and brand communication, you must first ask, “What is a brand?” From the perspective of a consumer, a brand’s identity lives in the associations, perceptions and expectations that result from a personal experience with the brand. Research has shown that, when it comes to shaping those experiences, music is among the most powerful influencers available. Music engages us emotionally, intellectually and behaviorally. It shapes our perception of time, value and connection. It increases attention, creates emotional associations and improves recall. It provides a context to drive communication and meaning. It influences consumer behavior and impacts purchase intent. Music gives brands a voice - and helps them sing.

What will midem participants learn from this session?

Every sound that touches a brand has the potential to define it. Audio branding is a discipline designed to harness the power of sound, engaging consumers and driving emotional connections along the way. This presentation will open your eyes (and ears) to the importance of defining what a brand sounds like. Emphasis is placed on practical insights and helpful tips that creative directors, brand managers, strategic planners, experience designers, music supervisors, artists, producers and music professionals can apply to their strategic/creative processes.

Some highlights:

• Audio Branding 101: How sound shapes brand identity
• Strategy: It all begins with a brief (not a song)
• Cross modal perception: The importance of congruency
• Research: Stacking the audio deck in your brand’s favor
• The five measurable parameters of successful audio branding
• ROI: The holy grail of audio branding
• Case studies: How technology is transforming the audio/brand connection

Why midem?

"Music" they say, "is a universal language." What better place to explore both the universality and diversity of music and advertising than at the international setting of midem? The conference offers the opportunity to explore ideas and share experiences with peers and potential clients from around the world.

Steve Keller is CEO of iV, an audio agency that specializes in the strategy, creation and evaluation of successful audio branding initiatives. Since its Nashville launch in 2005, Steve has expanded the business into Europe, opening iV2 in Frankfurt, Germany in 2009 with business partner Uli Reese. Their award-winning work has benefited a growing list of global agencies and brands, including Opel, Ritter Sport, Nestea, Coca-Cola, Trojan, Burger King, Cracker Barrel, Audi, Ford, Union Investment, Fidelity, Commerzbank and more. Steve holds a degree in psychology, with an emphasis in research, statistics and small group dynamics. His most recent research into emerging best practices in the field of audio branding was published in the 2012 edition of the Audio Branding Academy Yearbook. He broke into the Nashville music scene as one of the premier producers of dance remixes of country hits, gaining further music business experience through stints in A&R, publishing, artist management and as a composer of music for advertising. Through it all, he continues to recognize the importance of community and appreciates the delicate balance between making money and respecting artistic integrity.