Navigating AI in Sonic Branding: Risk, Craft, and Real Value
As creatives, we all feel the momentum of AI in our field. Our approach balances efficiency with integrity: Using AI where it makes sense, but never at the expense of authenticity and brand value.
Artificial intelligence today sits in a grey area for music. AI tools can spark inspiration, or just create music directly. But the IP rights system is still catching up.
We still think that when it comes to composing music or developing a unique sonic identity, the value is in human effort. Everybody can make content now, so what's the thing that sets you apart?
Take our work for DeGiro. We collaborated closely with the first violist of the Metropole Orkest to compose a neo-classical piece. The result was a track you can name, credit, and trace. There is value in saying "For our campaign we worked with the first voilinist of the Metropole Orkest". It is what loads a brand with lasting value, a story people remember.
I mean, for a moment it was cool to say like "we made this with AI" but the effort is so low, that there is already more AI slop than the total amount of bespoke brand content made in 2025. It loses value quick.
We’re not anti-AI; it has its place in our toolkit. As the legal landscape around AI and IP continues to evolve, we work in close consultation with our legal team to safeguard our clients’ interests.
Concluding; Ofc, make use of technology, but recognize the value of human effort in giving body to your brand. The narratives, the effort, and the relationships behind the music are what resonate to people.
p.s. This image was AI generated.
