Sonic Identity: How Brands Build Recognition Through Sound | Sami El-Quqa

“I would say they really need to not position themselves as a recording studio or a music studio, but to position themselves as a sonic branding agency and to understand that the first, most important part of the process is understanding the brand that you’re working with. If you’re coming into the industry as a freelance composer and that’s your approach, I’d suggest trying to work with a sonic branding agency at first to understand the process, then maybe venturing off and figuring it out by yourself. But we’re not a music studio. That’s a position I think is important to understand.” – Sami El-Quqa

This episode is the second half of my conversation with the CEO of MusicGrid, Sami El-Quqa, as we discuss how he works to incorporate visual and sonic elements into a unified marketing approach, the role that he sees AI playing in the industry as it starts to compete with licensed music, and which companies he believes can benefit most from an audio-focused brand strategy.

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(00:00) – Positioning in Sonic Branding

As our conversation continues, Sami tells us about his work with MENA-based airline Flyna, and how he created a unified sonic brand across every aspect of the customer experience. “It’s a lot more than just a sonic logo,” he says, “which is like that short piece of music, or a sonic DNA track, an extended brand anthem. We’re creating everything from the boarding music, and the boarding music changes depending on where the plane is flying.” We discuss his workshop approach to building a brand and the process of aligning an effective sonic strategy to the client’s brand image. “It’s important to try to remove yourself emotionally from how you’re reacting to the music,” Sami explains, “to sit back, to give it a few days. We always think it’s a good idea to let the music resonate for a little bit and then come back and really try to analyze if it fits the brand, if it fits the consumer or not.”

(09:48) – AI’s Role in Sonic Branding

We discuss his company’s work with the popular food app Jahez, and how the digital age has pushed sound to the forefront of branding. “They’re one of the biggest ones in Saudi Arabia,” he says, “and their most important touchpoint is when you order food on the actual app. More important than their visual branding on their social media or their television commercials, the most important consumer touchpoint is the app itself.” Our conversation turns to the increasing role of AI in the industry and how it’s making human content more valuable than ever. “Even if in X amount of years,” Sami suggests, “AI becomes the most common way to create music or to listen to music, I think there’s going to be even more value on a human presence… People want that human involvement as well.”

(18:46) – The Power of Sound in Branding

Our discussion comes to a close as Sami offers his advice to musicians looking to start their career in sonic branding. “I would say they really need to not position themselves as a recording studio or a music studio,” he explains, “but to position themselves as a sonic branding agency and to really understand that the first, most important part of the process is actually understanding the brand that you’re working with.” We talk about how listeners can get in touch with him, and the foundational role sound plays in our lives. “When you come out and you’re a newborn,” he says, “I’m pretty sure you don’t really see very much. The first thing is, you hear. Even when you’re still in the womb, you don’t really see anything, but you can hear your mother’s laugh or other noises. So I think it’s just one of the most powerful [senses]. It’s incredibly powerful, sound, and it’s everywhere.”

Episode Summary

Sami gives his insights on building a career in sonic branding.We discuss Sami’s thoughts on the impact of AI on the audio industry.Sami reflects on the emotional power of sound in branding.

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