Brand Music Guide
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The BOSS USA Soundtrack
One significant outcome of the HearDis! audio branding process is the creation and usage of a distinct soundtrack for the BOSS stores in the USA. In the following, we outline how this soundtrack is connected with the brand sound while taking a deep dive into the playlist creation.
Have a listen to the sound of BOSS USA
Have a listen to the sound of BOSS USA
The BOSS music profile contains music from the “Boldness & Attitude” and the “Confidence” categories in equal amounts. To create the BOSS USA soundtrack, we have developed a dramaturgy by utilising different proportions of these two categories. This results in a daily changing playlist, reflecting the US music trends with a higher pop appeal than the BOSS World soundtrack.
The details of playlist creation
The details of playlist creation
To ensure that our playlists remain diverse every day, they are being generated by an algorithm rather than manual input. This algorithm follows rules which our music curators have previously defined in a schedule - similar to the one you know from school: it tells you which kind of music (style, tempo, timbre, etc.) plays at a specific time of the day.
So how are the playlists created then? The algorithm checks each song in the music profile against the defined rule for a certain time of day. When it finds one, the song gets added to the playlist. This process, being repeated continuously, therefore leads to a diverse, dramaturgical playlist.
In the case of BOSS USA, the rules defining the dramaturgy were set to allow for higher intensity music in the morning and the afternoon and lower intensity in the middle of the day. The music category “Boldness & Attitude” receives a higher percentage than the category “Confidence” and there is a higher amount of mainstream music in the afternoon.
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