Working with the creative team at sound boutique DLMDD, I have noticed many similarities between leading a jazz ensemble and developing a brand’s sonic identity. Both involve storytelling, emotional connections, and collaboration. Understanding how sound impacts people, often on a subconscious level, is crucial in both roles. Here is what I have learned from my experience with the Cambridge University Jazz Orchestra (CUJO) that has influenced my approach to sound in branding today.
Jazz improvisation and sonic branding both require preparation and the ability to adapt in the moment. Experimentation, feedback, and refinement are essential in creating a brand’s sound, much like the process of improvising in jazz. Both disciplines involve riffing on ideas until finding the perfect solution.
Music theory, subconscious expectations, and emotional connections play a significant role in both jazz and sonic branding. The manipulation of emotions and guiding audiences through a story are key elements in creating impactful sonic identities that resonate with people. Just as in jazz, where tension and release are used to evoke reactions from the audience, sonic branding aims to engineer an emotional journey through sound.
In a large ensemble like CUJO, egos have no place, and teamwork is crucial. Developing trust, synergy, and knowing when to lead or support are essential in both jazz and sonic branding. Understanding that each individual is part of a bigger picture is vital in creating a cohesive and successful performance or sonic identity.
Learning to recover from mistakes and moving forward with confidence is a valuable lesson from performing live. Taking responsibility, learning from missteps, and continuing to evolve are essential in the creative process of branding. Connection with the team, audience, and oneself is crucial in both jazz and branding, aiming to create something that resonates with people on a deep level.
Jazz has taught me the importance of listening, adapting, and communicating non-verbally, skills that are valuable in both on-stage performances and crafting a brand’s sound in the studio.