Brand Music Guide
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The HUGO Soundtrack
One significant outcome of the HearDis! audio branding process is the creation and usage of a distinct soundtrack for the HUGO stores worldwide. 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 HUGO
Have a listen to the sound of HUGO
The HUGO music profile contains music from the “First-Name Basis” and the “Speaking Straight” categories in equal amounts. To create the HUGO soundtrack, we have developed a dramaturgy by utilising different proportions of these two categories. This results in a daily changing playlist, perfectly suited to the expressive and unconventional atmosphere in the HUGO stores worldwide.
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 HUGO, the rules defining the dramaturgy were set to allow for a gradual increase in music intensity throughout the day, starting from a low level in the morning to a high level in the afternoon. Both music categories, “First-Name Basis” and “Speaking Straight” are distributed equally throughout the day, with a higher dance music appeal in the afternoon.
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