The Science and Psychology of Music and Marketing

Mar 11, 2022

2:30pm – 3:30pm CT

The panel will reveal how the world’s leading brands are harnessing the power of music and sound to enhance brand perception and connect with hard-to-reach consumer groups.

By engaging innovative and data-driven approaches, brands can use the psychology of sound to influence audiences.

Our panel will explain the psychological mechanisms that make audio branding work, and how to apply these understandings to match brands to audio assets.

There will be an explanation of explicit and implicit approaches to testing audio branding effectiveness and how audio changes consumer perceptions.

An interactive competition will challenge the audience to match selected musical tracks to a selection of brands, then the actual personality matches as determined by consumers will be revealed.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of David Courtier-Dutton
photo of Jo McCrostie
Jo McCrostie

Global Entertainment Music and Publishing

photo of Daniel Müllensiefen
Daniel Müllensiefen

Goldsmiths University of London

Primary Access
Music Badge
Platinum Badge
Film Badge
Interactive Badge