SOUNDS LIKE BRANDING - Global insights in music branding and strategic communication by Heartbeats International

Get educated!

Here you can find the latest reports, whitepapers and articles published by Heartbeats International. Learn about how the best global brands work with music, music branding and social media or just download a free beta version of the soon to be released book 'Sounds like Branding'.

Did You Give The World Some
Love Today? - A whitepaper on
brand ethics

Brand Ethics

Being ethical and defining what it means for our business might not be an option anymore, but a necessity to stay relevant in the new, fragmented marketplace.

Heartbeats International gives you a whitepaper on Brand Ethics. This whitepaper is a call for those of us working with branding and marketing, to lift focus from consumer needs for a while and examine our own practice, how our everyday work actively contributes to society.

Download for a tweet

Sounds like Branding –
English Beta Version

Sounds like Branding (How to use the power of music to turn customers into fans) is the forthcoming book by Jakob Lusensky.

It is the first book released on the topic of music branding, and it takes you on an ear-opening journey through the history of music and marketing, from the humble jingle and Muzak to today’s music, which is blurring the line between brands and bands; making brands into the record labels of tomorrow.

If you don't have twitter, subscribe on and the SLB Beta is yours to download.

Download for a tweet

The Manual – How to build a successful strategy to interest brands

Today we’re surrounded by music everywhere and spend more time listening to it than ever before. Digitisation has made music essentially free, and today a record deal is not what it used to be. Those making music often have to look for other streams of revenue and outputs for their music. Today, brands are becoming bands. Music engages people and stirs up conversations, and that is something brands want to tap into. Brands want to associate with authentic music culture and be providers of exclusive content and inspiration in order to create not only loyal customers, but fans. But it also works the other way around. Bands can learn a lot from how commercial businesses think and operate. ‘The Manual’ is a manual for bands and artists on how to build a successful strategy to attract brands (or how to sell out without selling out). And it’s yours for a tweet!

You can also view The Manual on SlideShare.

Download for a tweet View on slideshare

New whitepaper –
Social Music Revolution

You are probably already aware that the social media network platforms will be of greater importance in your brand communication in the future. The questions are: How do you enter into this market of dialogue? How do you market in a digital culture where traditional advertising doesn’t work? How do you engage your customers and transform this engagement into business for your brand? Could music branding be the key to unlocking the potential of these platforms?

Download the article

Sarah Tinsley, Heartbeats International Network

Taking the risk out
of music

Brands and bands have been bedfellows for generations, sometimes uncomfortably. We speak to Sarah Tinsley from our Heartbeats network to find out how we can de-risk working with music by applying a more rigorous insight and planning process.

Download the article

Exclusive survey on how the top global brands work with music

Music branding is a rising star in the marketing arena. The last few years have brought a surge of music initiatives from brands worldwide. The Sounds Like Branding™ report is a study conducted by Heartbeats International, asking top brand managers to share their thoughts and insights on this new field. We wanted to research if this increased interest in music from brands is just a trend, or if it is here to stay.

Topics covered in the report include:

  • How important is music in branding today?
  • How are the top global brands utilising music in their branding?
  • What are the major obstacles for brands when working with music?
  • What does the future hold for the field of music branding?

Download the report

Key findings from the survey

Brands love music!

  • 97% think that music can strengthen their brand
  • 76% use music actively in their marketing
  • 7 out of 10 think that music will become more important in the future

...But are not putting their hearts into it

  • 7 out of 10 spend 5% or less of their marketing budget on music
  • 6 out of 10 have not identified how their brand sounds
  • 8 out of 10 do not have a sound logotype

What do we see here?

  • There is a great discrepancy between the ambition and the involvement of brands
  • Brands’ love of music has not translated into commitment
  • Brands are not yet using music strategically


Q. What is in the report?
A. Full survey results with charts and figures, Heartbeats International’s analysis and conclusions drawn from the results.

Q. Who took part in the survey?
A. Respondents to the survey included marketing or branding directors from global brands.

Q. How can I find out more?
A. Sounds Like Branding™ is also available as an inspiring seminar with a full presentation of the survey. Please contact Heartbeats for more information.

Q. Is there a printed report available?
A. Yes. The full printed report also includes the key trends in music branding, case studies of brands that are doing it right, and tips for brands getting involved in music.

Q. Who are Heartbeats International?
A. Heartbeats International is a brand communciation agency based in Stockholm, Sweden. Heartbeats believe that great brands are built through a multi-sensory approach and that music is one of the most powerful media when building effective communication. Heartbeats help global clients such as Absolut Vodka, Rolex and Conrad Hotels in making their customers’ hearts beat.

For enquiries on the survey, how your brand can utilise music in your branding, and press enquiries, please call 46 (0)8 501 189 90 or send an e-mail to

"Sounds Like Branding" How to use the power of music to turn customers into fans, a new book by Jakob Lusensky

English version  |  Swedish version

About this blog

Heartbeats International is a leading brand communication agency specialised in the culture of music. We help global clients such as ABSOLUT VODKA, IKEA and UNILEVER to build stronger brands and have more meaningful conversations. This is our blog.