Digital product passports – identification tools accessed via user-friendly tech, like QR codes, barcodes or NFC tags, soon to become mandatory in the European Union (EU) – are forging powerful sonic synergies between fans (44% of American music/podcast listeners say audio helps them feel more connected with their communities; SiriusXM, 2024) and brands’ physical touchpoints. The best relay exclusive content and/or updates long after the point of sale.  

Fuelled by more scientifically robust possibilities regarding mood regulation and mental clarity, particularly assuaging ADHD, sonic health media (marrying music culture, neuroscience and wellbeing) is mainstreaming. The sound healing market alone is predicted to grow by 7.8% globally by 2032 (IHG 2024). Leading initiatives engaging sports, health, hotels and even fashion brands include vibracoustic recovery spaces, brain-boosting beats and self-dosing sonic apps.

Pioneering sonic creative agencies are amplifying the emotional resonance of brands’ apps, e-commerce, social media and virtual worlds – digital touchpoints increasingly on the frontline of fan connection. Incubating more nuanced, persuasive and cohesive communications, they range from full-service strategy to aiding DIY self-expression. Areas to watch include Artificial intelligence-(AI)-based ‘emotional resonance’ analytics and ‘adaptive audio’ UX (which means designing for different sound scenarios).

Physical brand spaces are also beginning to embody sonic branding’s power, adding depth of feeling via theatrical immersion (large-scale and intimate), replicating typically inaccessible experiences and sensations in-store and connecting the dots between real-life experiences and companion content. New thinking regarding in-car sonic design highlights exciting frontiers for controlled environments.