Musical Authenticity in Content Marketing
Mar 8, 2013
Jonathan Churchill — Composer/Sound Designer for Centerline Digital — talks about the importance of authentic music in customer references.
At Centerline, musical authenticity is a key component of quality content. And since we tell customer stories from all over the world, it’s crucial that the right music and sounds are paired with our video footage to capture the essence of each culture. For the IBM Customer Reference with Siam Commercial Bank, we wanted to incorporate a style of traditional Thai music that would be symbolic of the region.
A key focus when audio mixing for an international customer reference, is making sure to stay true to the culture of the company being profiled, while also keeping it on IBM brand. To stay on point with their sound, we used specific instruments and added synthetic textures found in the musical styles of our other IBM projects. The result is a piece that is true to both IBM and the musical culture of Thailand.
(Learn more about the Power of Music in Storytelling)
I’ve always been intrigued by the power of communication and how stories shape and distinguish brands from one another. During the early part of my career, I worked on developing brand strategies and marketing campaigns in the music and fashion industries. My previous roles required me to conduct need assessments and identify development opportunities to help teams excel in communicating brand stories in a dynamic way, while creating a connected customer experience through the use of traditional and digital media. Today, I use my passion for creating memorable customer experiences to help Fortune 500 companies develop and execute brand-aligned marketing plans. At Centerline, I operate at the intersection of digital communication, brand strategy, customer experience and business development.