What is the Price of Sonic Branding Creation ?
Some companies, often the smallest ones, don’t have the courage to create a musical universe for their brand. Among the reluctance that we observe, it is the audio branding creation price that comes up most often. :
“How much does it cost to create an audio branding?”, “I have no idea how much it can be”, “How much does an audio logo cost?”, “What budget should I spend on it?”, ‘What is the price for creating an audio branding?”,…
Yet, audio branding is an essential asset for all organizations, its importance is correlated to the number of touchpoints they have.
In order to demystify the subject, in this article we will clarify the components of the creation price of audio branding and the solutions for different types of companies.
I – The Components of the Creation Price of Audio Branding
II – The Variables of the Creation Price of Audio Branding
III – Which Service Provider is the Best for Creating Audio Branding in Terms of Pricing ?
IV – Conclusion
💰 The Components of the Creation Price of Audio Branding
Audio branding is a long-term investment, just like investing in a graphic identity.
We will describe in detail the items that make up the budget for these sound creations.
A Consulting Phase to Create Audio Branding
First of all, there is a consulting part. Indeed, audio branding has been used for a short time by brands and some clients are discovering the world of sounds. From then on, it can be sensible to bring explanations to understand the technical terms and the value of a customized audio branding.
Agencies are also qualified to make strategic recommendations. That’s why a communication audit is necessary. The analysis of the brand’s contact points allows an effective introduction of the audio branding to its communication strategy.
In addition, a brand audit must also be carried out. This is what allows us to better understand the company’s DNA, its history, its values, its personality, and the codes of the sector in which it evolves.
These analyses are useful to elaborate an artistic brief at best. The latter translates the marketing attributes, previously defined, into musically interpretable criteria. It also guarantees the quality of the composers’ creations.
At this point, it is relevant to make a musical identity. In the same way that the graphic charter determines the codes of the visual territory of the brand, the musical identity delimits its audio territory. It also allows for the harmonization of the use of sound by the company’s various collaborators.
Then, when many propositions are presented to the client. They are then advised to choose the sound that characterizes best their personality since audio branding must transmit the values and spirit of the brand. It is important to choose it carefully so professional advice can be particularly important at this time.
But it is not enough to have audio branding, it is also important to use it and to use it properly. Here again, relevant support can turn out to be useful to avoid mistakes.
Artistic Direction of Audio Branding Creation
Contrary to the consulting phase, the artistic direction is both for the artists and the clients.
In fact, the composers take note of the client’s wishes thanks to artistic direction. To simplify, it is the art director who guides the composition during the explanation of the artistic brief.
Legal and Administrative Management
Most of the agencies take charge of the management of the legal and administrative aspects.
Since the notions of intellectual property and copyright are applied to all types of creations, they regulate music. These are complicated rules that are risky for both the client and the composer.
In addition, the billing of composers is subject matter to several distinctive particularities. (for example the author’s note). That is why this framework is also taken care of to avoid any disappointment.
Musical Production
Following this, there is the production part. This is what guarantees the final value of a brand image identity.
Inside, there is the composition as such, i.e. the custom creation of the requested services. It is thanks to the brief that the artists suggest creative tracks in line with the instructions given by the client. By taking the comparison to the creation of a painting, it is the equivalent of the step where the painter poses its flat colors.
So, these propositions are at the stage of mock-ups and once the client has made his choice, it is a question of refining the result. The first draft is a good basis but needs to be reworked to be perfectly in line with the personality of the brand. This is the moment where the painter works on the details of his work.
Once the client is satisfied with the composition and finds it suitable for his image, it passes into the hands of a sound engineer (who can of course be the composer). It is he who will ensure the mix and the mastering to obtain good audio quality and to have a sound quality pleasing to the ear. To draw a comparison, this is the final touch of the painting: the varnishing.
You will notice that a painter has at least paints, brushes, an easel, and a canvas. In the same way, a composer needs appropriate material for the recording of his creations. However, the musical material has a cost, indirectly constituting the price of audio branding creation.
Licenses and Property Rights
Finally, as with any other creation, it is important to determine who owns the musical compositions. And it is common practice in the creative sector to modulate prices according to the exploitation considered by the company.
These rules are determined by the licenses granted (to be renewed) and/or the property rights assigned (permanently).
For that matter, it is interesting to note that if the artist is affiliated with the ASCAP or ” royalty free “, this will have an impact on the royalties that the client will have to pay later. (proportional to the exploitation of the works).
📉 The Variables of the Creation Price of Audio Branding :
Prices are very different depending on several parameters. Here are the variables that influence them:
- The Number of Creations to be Made :
Some companies can be satisfied with a sonic DNA and a logo. For others, it is necessary to add all the variations to constitute a complete audio branding. The audits and the brief are what determine what a brand really needs. And it goes without saying that the more creations there are to realize, the more the price increases.
- The Required Level of Support :
The guidance is valuable for those who are new to the world of audio branding and its interest. Thus, the time of support and the number of meetings also have an impact on the price of creating an audio branding.
- The Equipment and the Recording Studio :
Professional studios are able to guarantee a high-quality sound because they have complete and powerful equipment. In fact, the rates can be correlated to the structure costs.
In another style, many artists compose in home studios, which drastically reduces the cost of creating audio branding.
Generally, a home studio is enough for most creations. However, studio recordings of specific instruments may be required depending on the creations and the artistic direction.
- The Number of People who Work on the Project :
The people involved in the project are people who provide a service or a product to be paid. That is to say, the bigger the budget, the more artists can be called upon to propose different creations.
- The Transfer of Rights or Licenses Granted :
Finally, the price of creating an audio branding will vary according to the area of the brand’s audio territory. For example, a brand that communicates internationally will need a total transfer of rights to be able to express itself legally on all its broadcasting media. Whereas a company that broadcasts sound essentially on the web will be content with a transfer of rights only on the web. That will cost them less than a total transfer of rights.
🎧 Which Service Provider is the Best for Creating Audio Branding in Terms of Pricing ?
Traditional Audio Marketing Agencies
Globally, audio marketing agencies (such as Sixième Son, Chut!onvousécoute, Audiotactic, ATS Studios…) offer audio brandings priced between 5,000 € and 200,000 €. That being said, this article from Les Echos indicates that most prices are around 30,000 €.
These agencies offer sustained support and have a good quality of advice. With them, you can avoid subjective thinking and therefore go down the wrong way.
Moreover, they have very well-equipped professional studios. Therefore, their equipment is operational to ensure high-quality compositions in all styles.
In addition, these audio marketing agencies benefit from a good reputation and references that make their prestige, support them, and reassure their clients.
Getasound
Getasound is a platform that puts you in touch with artists whose objective is to make the musical universe accessible to all types of companies.
Cette fourchette de prix s’explique par différents aspects. In this respect, its prices are between 1.500 € and 15.000 € (for a complete audio branding). This price range is explained by different aspects.
First of all, Getasound offers a digitalized and automated experience, especially during the brief creation and model proposal phase. Therefore, part of the project management is completely digitalized and directly accessible online. This leaves more time to focus on value-added tasks such as consulting and human support.
The legal and administrative aspects are also automated. In this way, these time-consuming steps are reduced and this has an effect on the final price.
Also, artists who work with Getasound usually compose in their home studios. This allows them to offer high-quality compositions while amortizing the cost of their equipment. Moreover, you are directly put in relation with them. The interest is to reduce the cost of creation at the same time as the number of intermediates.
Finally, the prices are very flexible according to the expected exploitation (and thus the assignments and/or licenses granted).
To sum up, Getasound centralizes efficient processes in order to facilitate the customer’s process and support. This optimizes the creation process and guarantees the quality of the services provided while maintaining affordable prices.
Independent Artists
It is difficult to determine a price range for independent artists since it is the artist himself who sets his prices.
The interest for you is that you can choose directly with whom you work according to the services of the composer and their price.
However, there are some points to be attentive to. Not all artists are specialists in the composition of audio brandings for companies. Therefore, it is important to be very clear about your brand image and give precise guidelines.
In addition, you have to tackle the administrative and legal parts which can be a bit complex. Unless this is an exercise you are already experienced in, the most careful thing is to surround yourself with people in this area.
Yet every company can find the right provider. There is always a structure that fits your needs, your budget and your touch-points.
✔️ Conclusion
So how much does it cost to create audio branding ?
Audio branding can cost between 1.500 € and 50.000 €, depending on the service provider you choose. And it can sometimes go up to 200.000 €.
However, the average in sound marketing agencies is € 30,000. Prices below 25.000 € seem exceptional. But times are changing : music production is more accessible than ever and the budget for audio branding tends to be closer to the budget of graphic identity.
Need to Create Sonic Branding ?
Getasound makes sonic branding as accessible as visual identity
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