Cyanite Talks #1
with Karolina Namyslowski
Sound and music are the universal languages in the world.
Especially the increasing popularity of audio through music streaming, podcasts and Co. makes the creation of a sound identity an essential component of brands personality.
"If" a brand uses audio in the right way, it is 96% more likely to be remembered and build a lasting relationship with its customers. The "If" exists because it's one of the biggest challenges for a brand to find its sound.
That's why the team at cyanite.ai sat down with amp's Senior Creative and Team Lead, Karolina Namyslowski, to find out more about the challenges when finding the right music for a customer, how subjective music is, and especially if and how the use of AI benefits her work as a creative.
“Our greatest challenge and mission is to settle on a common language (with our clients) and define parameters to better understand, discuss and evaluate music”
Karolina Namyslowski, Senior Creative & Team Lead at amp
An excerpt from the interview:
When music is used in a commercial, but also when algorithm-based music recommendations come in to play, the emotional effect of music becomes is more or less generalised. How subjective is music really and how do you measure the emotional effect of a song?
I agree! Music can create a deeply emotional and personal experience.
But there are parameters that can influence or steer the experience in specific directions. Let’s take a basic example:
We have a song with a dragging tempo and melancholy vocals. If we were to show the song to 100 people and survey them, only a fraction would consider the song driving, bright and uplifting. Of course there are unpredictable and personal factors, such as an individual’s past experience or past relationship with the song. However, the overwhelming consensus will always be that the song is “introverted” and “melancholic”.
We trust the expert-team at amp to track and define this relationship between musical parameters and their effect on the emotional listening experience. But we also regularly rely on market research (implicit, explicit and emotion-based) for our projects. An important element of our evaluation process is the AI-Testing Tool Veritonic. We use it to quickly and regularly test Sonic Assets along a set of standard attributes and give us an indication of Brand Fit, Uniqueness and Recall.
We don’t, however, use market research and AI tools as a replacement for creativity. All it does, is help us and our clients verify observations and decisions.
Continue reading here.
“I think the key to knowing or being familiar with a large musical repertoire is not shying away from certain genres or styles or artists”
Senior Creative & Team Lead at amp
Find out more about her creative role at amp, her views towards new AI music tools, such as Cyanite, a mood-based song analysis tool, and how and if there is a place for AI in the world of Sonic Branding.
Karo's full interview is available at Cyanite.ai.