Why Electronic Music Is Shaping Modern Brand Campaigns
Music has always been a defining element of brand identity, shaping emotional perception, memorability, and narrative depth. Increasingly, electronic music is emerging as the sound of modern brand campaigns.
As a composer and sound designer specialising in electronic music for brand campaigns, I’ve seen how its diversity and texture allow brands to communicate with personality and impact.
The Modern Brand Needs a Contemporary Sound
Brands operating in fashion, technology, sport, and lifestyle often require music that feels current without becoming trend-driven. Electronic music offers:
Precision and control
Contemporary tonality
Textural depth
Scalability across platforms
Whilst traditional orchestration can be adaptable, the flexibility is often limited by budget, time and simple physical constraints. On the other hand, electronic composition can be sculpted to match visual pacing, colour grading, and narrative structure with far less barriers
For brands seeking innovation, electronic music signals modernity immediately.
Emotional Storytelling Through Texture and Atmosphere
Electronic music is often misunderstood as purely rhythmic or synthetic. In reality, it offers immense emotional range.
Through layered synthesis, ambient textures, and dynamic processing, electronic scoring can:
Build tension subtly
Create space and atmosphere
Support intimate storytelling
Enhance cinematic visuals
In brand campaigns, this becomes particularly powerful. The right sonic palette can elevate a 30-second film into a striking and memorable emotional experience.
Case Study
In a recent campaign for DHL, I developed an electronic score that incorporated structural and tonal elements from Sigrid’s “Two Years,” carefully translating the track’s emotional language into a cinematic framework that supported the film’s narrative.
Sonic Branding and Long-Term Identity
Beyond individual campaigns, electronic music plays a major role in sonic branding.
Brands increasingly require:
Audio logos
Branded sound
Adaptable music themes
Cross-platform audio identities
Electronic composition more easily allows for modular design, meaning musical themes can be reworked for social edits, retail environments, digital activations, and broadcast without losing identity.
This adaptability is critical in modern campaigns where content lives across multiple formats.
Why Agencies and Brands Choose Electronic Scores
From my experience composing electronic music for brand campaigns, the key advantages are:
Creative control - Every sound can be shaped precisely.
Distinctiveness - Custom synthesis avoids generic stock music.
Scalability - Themes can evolve across seasons or campaigns.
Timelessness - When crafted thoughtfully, electronic scores feel contemporary without dating quickly.
Electronic music allows brands to sound forward-thinking while remaining emotionally resonant.
The Future of Brand Sound
As digital experiences continue to expand, the role of sound will only grow. Immersive retail, experiential installations, and online-first campaigns all demand cohesive audio direction.
Electronic music is uniquely positioned to support this evolution; offering depth, adaptability, and identity in equal measure.
For brands looking to create memorable campaigns, sound is a strategic tool, and when approached with a unique and creative mindset, electronic composition becomes a defining part of brand storytelling.
Tom Jarmey is a UK-based composer and sound designer specialising in electronic music for brand campaigns, commercials, and film.
Explore more of my electronic music compositions for brand campaigns in my portfolio