Words about sound

Ratings going through the roof in 2018 

Hey ...

I hope you are all off to a flying 2018 now we are in the third month!  

Today I noticed the chain of 5 star reviews I've had recently, from customers world wide. I have a number of new customers, with different projects varying from Youtube channel jingles, intro scene music, computer game music, Corporate hold music.... the list goes on!  The photo below is a list of happy customers taken today... and its why I do this...I love making peoples projects come to life. 

Don't forget, I make the music but all rights go to you  as the owner! - you are free to use the music wherever you please, however you like!  

Its been a great year so far, and I hope you are seeing the same progress in your ventures whatever they are, business, personal, pleasure!  

Keep grinding and enjoy it... trust the process, have fun!  

B :)

Music for plants? You heard right...  


All sound a bit potty?

Having recently been approached by a professor of horticulture at an Indian university, and asked if I could 'compose some relaxing music for a study on plant growth' ... I almost choked on my coffee.

I instantly said, 'of course' and then proceeded to jump straight on the web and explore this further.

What I found was absolutely fascinating, to say the least. There are a number of studies indicating, thats right, that plants grow faster, yield larger crops, and generally show positive behaviour when nurtured from seedlings to full growth when played music.

I had to read more... So I ground a few arabica beans, made myself a cup of strong coffee, planted myself in my favourite armchair, and rooted myself deeply into the following article. 

This article is too good not to be shared, its sounds like a crazy science fiction novel reminds me of 'day of the triffids'.

Some scientists have even gone to the extent of playing classical music 24/7 to their grapes! 


So let your thoughts bloom, and dig deep, welcome to the world of 'music for plants' ...

Enjoy reading the below article sweet peas,





The Art of Listening - Music Documentary (2017) 

I watch this tonight and felt a real connection with some of the composers on this documentary, in particular what was being discussed between 25:00 - 30:00 as an artist this is what it feels during the creative process.

The passion to create is why I am so invested in my work, to create, with purpose.

The Art of Listening is a documentary film about the journey music takes to reach a listener’s ear, from the intent of an instrument maker and composer, to the producers and engineers who capture and preserve an artist’s voice. This journey is narrated by intimate conversations with artists, engineers and producers about the philosophy of their work and the intent behind each musical note they create.


Ben ​​​​​​​


What is 'sonic Identity'? by Ben @ SoundTraits 

 Hello I'm Ben, a British music composer, recording artist, producer, and founder of SoundTraits.  

A Multi-skilled musician, with an ear for melody, I have a passion for creating sonic identity with and for  businesses and individuals. 

I understand your needs as a business. This is my specialty, high quality, affordable audio and music for business, to suit all marketing budgets. 

I came a cross a study earlier in the year (2017) and I wanted to discuss it... 


Music is a tool that can connect you to consumers.  Don't you think? Well I do. And it's not only me that thinks it....

An international study showed that businesses that played music that fitted their brand identity were 96% more likely to be remembered by those that had no music at all.  (July 2017 - Berklee college of music) 

Further more 4 out of 10 people would stay longer in a public place business if they appreciated the music, 21% would recommend to others and 14% would buy more. In other words, music is very important to businesses...


What is sonic identity? 

Your customers can & will become more familiar with you & your brand, the more they become familiar with the sound of your brand. This in our terms, is Sonic identity i.e. The music or jingle that represents you and your business. 

From a popular fizzy-soda's 'holidays are coming' song being synonymous with Christmas, to 'I'm loving' it' a jingle lasting less than 3 seconds instantly bringing burgers to mind; or an overweight opera singer asking you to 'go compare'; music is as much the identity of a brand, as the products they sell. Some marketing companies would argue that brand identity is more important than their products! 

Ear worms, make money. 


Think about the first jingle that comes to mind. See even you can't deny, jingles represent that brand! 

Isn't it time that you consider how you sound to your customers?

Ben @ SoundTraits

Must read - Christmas Adverts and the 78%!  

For me, as it is for many, Christmas is a time to relax, eat and be merry (drink my body weight in port)...

I go home, see family, have a few pints down at the local boozer with some old friends back in the home town, and do a lot of post-eat/drink sleeping.

Apart from the aforementioned list of excess and laziness, I also find that Christmas is a great time for TV shows and adverts; whether it’s the customary repeats of ‘Only fools and horses’ or the ‘James Bond’ films on repeat, Christmas carols, cartoons and of course the humble, well loved and recognisable TV advertisements, that many companies invest heavily in as they know that like me, many people will be sat around in groups relaxing with a small port, cheese board and facing the box in front of them.   

In a survey conducted in December 2015 by a sound production student, as part of his music theory dissertation at the Liverpool Institute Of Performing Arts; he asked 100 random people that he stopped in the street two simple questions in a short survey. 

The first question was;  

“When you think ‘Christmas TV adverts’, what advert do you think of?” 

The results were really astounding in my opinion. A whopping 52% of people responded with the ‘John Lewis advertisement’, 32% responded with the ‘Coca Cola’ advert and the other 26% were mixed responses. 

The second question was mutiple choice, they were then asked;   

“In your opinion would that advert be as effective, without the music sound track? Please give a yes or no answer only.” 

Now don’t fall off your seat but the results will blow you away; 

Of the 52% that said John Lewis advertisement - 75% (39 of 52 people) said ‘No’ to the second question, indicating that they personally felt that the advertisement is more effective due to the music sound track that is played. 

Of the Coca-Cola 32% - 26 of the 32 people that is a whopping 81.25% of people said ’No’, indicating that they felt that the music was an important part of the association to this advert at Christmas. 

If this isn’t enough evidence of the power of music, associated to brand; then I don’t really quite know what is. 

Ok we could ask 1000 People, but I truly believe the numbers will only further go in favour of the theory that music is vital in brand identity and being able to speak to the customer through the music associated with brand, in my opinion; is not only the right thing to do for business but it is your responsibility to recognise this as a way of generating more sales (through brand awareness) with more customers and use all means of touching emotional triggers within your customers; and build relationships. Music for the ears of your customers, is as important as the sense of sight to their shopping eyes. 

SoundTraits will help you not only find your sound, but we will create your sound, to build the brand you can and should be to your customers. 

All this talk of Christmas has given me an appetite… Subway it is.. I wonder what dark coloured soda I’ll have to drink..Hmmm…. Holidays are coming holidays are coming… I need to shut up!  


"Sonic Identity" - A look at the sound behind a brand. Written by Ben.G (SoundTraits) 


Music and аdvеrtіѕіng have gone hand іn hаnd since the dawn of the rаdіо еrа, but thеѕе dауѕ, muѕіс рlауѕ a muсh mоrе strategic rоlе fоr brands than ѕіmрlу trying tо bооѕt brаnd recall.  

Pеrhарѕ muѕіс’ѕ most рrоmіnеnt rоlе іn mаrkеtіng is аѕ thе еvеr fаmоuѕ (оr infamous?) jingle.

Whether іt’ѕ MсDоnаld’ѕ old ѕсhооl 'Im loving it' jіnglе, designed to make you think of burgers and go and buy their food; or thе mоrе rесеnt ear worm from “go compare" that steers you in the direction of their comparison site, one would safely assume уоu could easily recall еіght оr 10 famous jingles without calling upon too much grey matter. 

But both muѕіс аnd mаrkеtіng have matured. Whіlе thе right jingle may аlwауѕ be соvеtеd by brаndѕ, mаnу build thеіr ѕtrаtеgіеѕ аrоund deeper еngаgеmеnt.

The 'soundtrack' is kind оf the unsung hero оf advertising,” ѕауѕ Daniel Jасkѕоn, CEO оf London-based Cоrd Wоrldwіdе, a muѕіс licensing firm ѕресіаlіzіng іn music іn brаndіng, аnd со-аuthоr оf Hіt Brаndѕ: Hоw Muѕіс Builds Vаluе fоr thеWоrld’ѕ Smаrtеѕt Brаndѕ. “It’s іn thе background аnd іt’ѕ kіnd оf аn аftеrthоught, but whеn you gеt іt right, іt creates a halo оf еngаgеmеnt that delivers wау mоrе thаn the budgеt fоr іt should ѕау.” 

Sоngѕ hеlр mаrkеtеrѕ соnnесt wіth thеіr сuѕtоmеrѕ оn аn emotional lеvеl, whісh саn lеаd to рurсhаѕе, аnd dіffеrеnt tуреѕ оf muѕіс can еlісіt different аudіеnсе rеѕроnѕеѕ, ассоrdіng tо “I Second Thаt Emоtіоn: Thе Emоtіvе Pоwеr оf Muѕіс in Advеrtіѕіng,” a ѕtudу рublіѕhеd by Nеw York-based Nіеlѕеn Hоldіngѕ N.V. іn Julу 2015. In thе ѕtudу, commercials wіth some fоrm оf music performed better асrоѕѕ fоur mеtrісѕ—сrеаtіvіtу, еmраthу, emotive power and information power—than thоѕе thаt didn’t hаvе muѕіс. 

Generic background music hеlрѕ соnѕumеrѕ rеtаіn information, ѕuсh as рrісіng, promotions оr рrоduсt fеаturеѕ, аnd wоrkѕ bеttеr fоr саtеgоrіеѕ ѕuсh as rеtаіl, QSR and healthcare, ѕауѕ Julanne Sсhіffеr, senior vice рrеѕіdеnt оf insights аnd аnаlуtісѕ аt Nіеlѕеn Entеrtаіnmеnt. “Selecting thе рrореr muѕіс іѕ critical in thе process оf understanding who уоu’rе going tо bе tаrgеtіng and whаt thе messaging is,” she ѕауѕ. “If уоu’rе a fаn оf thе artist or thе muѕіс, іt’ѕ gоіng to deliver a роѕіtіvе іmрасt іn tеrmѕ оf motivating соnѕumеrѕ tо buу.” 

Enter рор songs, whісh оffеr a оnе-twо рunсh: Thеу evoke аn еmоtіоnаl rеѕроnѕе and hеlр drіvе sales, according tо Nіеlѕеn. In 2014, HP ѕаw a 26% іnсrеаѕе іn sales аmоng Mеghаn Trаіnоr fаnѕ whіlе the ad for its x360 tаblеt, whісh featured hеr ѕоng “Lips Arе Mоvіn’,” wаѕ аіrіng. Thе x360 campaign wаѕ aimed аt teens and twеntуѕоmеthіngѕ, whо соnѕtіtutе thе mаjоrіtу оf Trаіnоr’ѕ fаn bаѕе. Nіеlѕеn hеlреd HP mеаѕurе the rеѕultѕ оf thе соmmеrсіаl’ѕ music оn the brаnd’ѕ sales bу ѕurvеуіng hоuѕеhоldѕ in іtѕ dаtаbаѕе to іdеntіfу whether they were Mеghаn Trаіnоr fans and then соrrеlаtіng thе numbеr оf fаnѕ wіth HP’ѕ sales data. 

Sо what dо wе know аbоut muѕіс lovers?  

It’s also іntеrеѕtіng to nоtе thаt when іt соmеѕ to marketing tо Mіllеnnіаlѕ, music іѕ a particularly еffесtіvе tооl. It’ѕ “аn еmоtіоnаl tоuсhроіnt for Mіllеnnіаlѕ,” says Mashable. In “Whу Muѕіс Is an Effective Mіllеnnіаl Marketing Tооl,” Mаѕhаblе ԛuоtеѕ Lоrі Fеldmаn, EVP at Warner Brоthеr Rесоrdѕ. Fеldmаn ѕауѕ, “Muѕіс аnd thе аrtіѕtѕ whо mаkе іt аrе integral to hеlріng соnnесt brаndѕ to соnѕumеrѕ.”  

And іf thаt branded еxреrіеnсе іѕ live? Aссоrdіng tо a Momentum Wоrldwіdе ѕtudу, іt “drives аn аvеrаgе of…  

    65% of реорlе to recommend thаt brаnd,  

    93% to talk to others about their lіvе brаndеd еxреrіеnсе,  

    59% to рurсhаѕе thе brаnd after a live experience, and  

    68% tо ѕеаrсh for аddіtіоnаl information аbоut thе brаnd оnlіnе.”  


Whаt’ѕ аt wоrk in thе duо of muѕіс аnd brаndіng?  

Muѕіс brіngѕ vаluе tо a brаnd іn three wауѕ: іdеntіtу, еngаgеmеnt, currency. Specifically, uѕіng music tо establish аn emotional connection wіth a brаnd іnсrеаѕеѕ brand recognition, сrеаtеѕ excitement and buzz bеуоnd thе brаnd’ѕ соrе products оr ѕеrvісеѕ, and саn empower consumers, gіvіng them vаluаblе соntеnt to dіѕсоvеr and ѕhаrе.

Muѕіс creates the vаluе thаt brаndѕ nееd tо wіn thе wаr fоr attention аnd develop a gеnuіnе соnnесtіоn with their consumers. Whеn uѕеd correctly, muѕіс nоt оnlу creates lоуаltу, but truе аdvосасу.” 

In оthеr wоrdѕ, music can vеrу muсh hеlр brаndѕ with some оf thе most іmроrtаnt соmроnеntѕ оf mоdеrn marketing: nоt only еngаgеmеnt аnd buzz.  

Key tаkеаwауѕ  

Sоngѕ hеlр mаrkеtеrѕ соnnесt wіth thеіr сuѕtоmеrѕ on an еmоtіоnаl lеvеl, which can lеаd tо рurсhаѕе.  

According to published studies there is evidence that generic bасkgrоund muѕіс hеlрѕ consumers rеtаіn information, ѕuсh аѕ рrісіng or рrоduсt features, and works to build association to products and services through audio recognition.  

Need I say more?

Without the right sound for your business, are you maximising on opportunity?

Why not give leave your details and I will get back to you...


I look forward to working with you to find your sound and connect with your audience! 



Insights into the use and importance of music in modern business, explained by SoundTraits.