By

Marco Solforetti
Tailor Music
The sound in principle Sound gave life to notes and words, which made the rules of verbal and musical language. Without “verbs,” sounds and gestures were the only way to communicate, a primitive code with which the human race evolved. The prestigious Encyclopedia Treccani defines communication: Render common, convey, teach, divulge, take note; make a...
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The image is of an unmade bed, beautiful to see but devoid of people This is how I lived during the entire Salone del Mobile in Milan in 2015. I am not an architect or an interior designer. I work with emotions and I know how to create them. Where they come from, what sparks...
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Tailor Music
“Physical” CDs or “virtual” playlists? In the previous article, we saw compilations as instruments of sound branding. In a time when physical formats are disappearing, the packaging and the possibility of touching something with your hands creates a strong sentimental value to evoke memories and splendour. However, this kind of marketing tool has some fixed costs and...
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When no one buys classical or traditional music anymore, brand compilation comes to assume strong emotional significance Communication in general, comprised of sound, is crossing a period of major revolution thanks to the digitization of audio content and the ease with which it circulates on the internet.  If this content was once sold in a...
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Every brand has its own visual identity, while the other senses rarely play apart in the brand identity Most organizations rely almost exclusively on the sense of sight to communicate who they are, what they do, and why they matter. Yet sound has incontrovertible potential in the creation of impressions. It has the capacity to...
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To add value to a service, is it better to play well-known or unknown music? Ambient music is a rather powerful communication tool in the process of brand experience because it touches a direct channel: hearing. The variations in background noise must adapt to the context and must stay aware of the reference target’s expectations...
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Tailor Music
The Heart Beat agency in Stockholm conducted a study on how and how much music can influence people and consumers The research investigated if music tends to make us buy more, if it affects our buying choices, and if it can lengthen our stay in the store during the purchasing process. How, when, where and...
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Background music is a fundamental element in the process of brand experience. It is the tip of the iceberg that emanates with its own vibrations throughout the entire environment, characterizing its emotional connotations. Like light, smells, and decor, background music must follow the style of the space in which it is played, along with intensifying...
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Tailor Music
Few people understand that the wrong use of music can lead to a negative perception of an environment or of a service After years of study, research, and confirmation about sound design and ambient music, we still must discuss how, when, and how much the use of sound can alter the perception of a given...
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Tailor Music
Che cos’ è il Social Media Sound ? Social Media Sound is an instrument of sound branding that takes advantage of the evocative power of sounds and the viral possibilities of social media. Innovative, modern, fast, and extremely powerful, it perfectly integrates with your brand’s existing strategies of social media marketing, communication, and promotion. Every company...
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