Breaking out of the mainstream

Music concepts for trade fairs and events are still neglected by companies. But we are now witnessing a move away from arbitrariness in music.

Most companies still neglect music. A lot of potential is wasted", regrets Ralf Drotleff, managing director for creation at sonar.brandandmusic, Munich. But professionals in this sector do see a rainbow on the horizon: Whereas previously a CD was simply inserted to produce any old background music at trade fairs, we are today seeing a clear leap in quality. Now that brand managers have more say in trade fair design - an area that was once the sales department's domain - holistic concepts are being developed that combine spatial and musical elements. The trend at trade fairs among companies that plan integrated brand appearances is towards a unique sound that is composed especially for a brand, or for brand-compliant co-operation with artists. One example of the use of a brand sound by the Munich professionals is the presentation of the new "Pasha de Cartier" jewellery collection by the eponymous jeweller. For the launch, Cartier organised a press event at which an image film was to be shown. Guests were invited from the fashion, society and daily press as well as celebrities, who provided a glamorous framework. sonar.brandandmusic was asked to create the sound track for the image film and to bring the topic of "Italian flair" to life with music in space alongside the visual projections. The intention was to produce internationally viable acoustic identity elements for the sound installations in the foyer of the location, the Düsseldorf Malkasten restaurant and bar. The specification for the sounds were the parameters: Refreshing (surprising, positive), Happy (lively, relaxed) and Premium (quality, superiority).
For the spatial design, ceiling projections set the mood for the evening's topic using atmospheric images. The image film with sonar's sound track was shown on rotating plasma screens in a stainless steel design. Synchronisation between moving hardware and the film contents heightened the dramatic effect. The music composed for this was developed based on the film as a visual specification and tailored to it. Moreover, two different soundscapes were created for the foyer and bar areas that provided a vivid acoustic presentation of the topic of "Italian family get-together". With appearances of this type, Drotleff wants to "break out of the prevailing mainstream of supposedly emotional ‘brands in space' with brave customers and music concepts. The brand industry should use the variety of good music available to differentiate their brand better. Our aim is to create a distinctive, unmistakeable and emotional sound identity that is an essential part of any professional brand strategy."

m+a report Nr.7 / 2006 vom 27.10.2006
m+a report vom 27. Oktober 2006