JULY 2025
For this interview, we sit down with our juror, Cedric Engels, co-founder of Sonhouse, a leading force in the world of sonic branding and music strategy.
Cedric brings a unique perspective to the creation of sonic identities that go far beyond jingles - crafting immersive sound universes that are both consistent and adaptable. His insights offer valuable guidance for brands and creatives navigating the evolving landscape of audio branding. Read on…
MASA: We’d love to hear a bit about your background and how it led to you co-founding Sonhouse and focusing on sonic branding for brands and advertising?
CEDRIC: Since I was 13 years old, I’ve been performing in clubs and in festivals, but my father insisted on me having a back-up plan ready which made me study law. When I got my Masters in copyright law I was wandering and looking for a personal mission, so I studied sound engineering in London and realized that the power of sound is underestimated. I discovered the experiment of Kiki & Bouba (look it up! ;-)) and decided to focus on the creation of sonic identities for the world of film and for brands.
MASA: Can you describe your methodology for translating a brand’s DNA into a cohesive ‘sound universe’ that goes beyond just a logo or jingle?
CEDRIC: In 2012 we developed the Sonhouse Sound Lab, our workshop and methodology to translate a brand into sound, music and voice. Since then our process has been evolving, together with a world that is in continuous development. We work with creative and strategic models, talk about musical parameters, use an IPSOS-model regarding human drivers, and teach clients how to actually listen (which is more than hearing). A sonic ID is way more than just a jingle, as we compose - together with an international talent platform - a song of +-1min which is the blueprint and fundament for further declinations / remixes / cuts, tailored to the touchpoints and audience’s need: relevant, consistent and alive.
MASA: How do you ensure that a brand’s sonic identity remains consistent yet flexible enough to evolve with the brand over time?
CEDRIC: Brands are like people. Just like David Bowie evolved, but always stayed through to his core identity, we approach a sonic identity as a brand asset that lives, and evolves together with the brand. Some elements are fixed, to keep the clear link with the brand, other elements are flexible.
In our work for international water brand SPA we defined 5 notes that can be played with a broad instrumentation, in several genres, so it can meet the wish of a director or creative team. Next to these 5 notes we defined a fixed sound logo of 2 notes that can be used, together with a visual logo or apart, to sign off. These notes can be adapted regarding the tonality so they even fit after an existing song that is cleared for a campaign.
Basically our philosophy is based on the musical identity of James Bond, being used for more than 60 years in a consistent way yet flexible over time with remixes, collaborations with new artists etc. creating an entire sonic universe.
MASA: Can you share an example where your use of sound or music significantly enhanced an advertising campaign’s impact?
https://www.sonhouse.com/project/douwe-egberts/
MASA: That’s beautiful. You’ve spoken about the importance of ‘sound ecology’ and the value of silence in branding. How do you decide when silence is more effective than sound in an ad campaign?
CEDRIC: As Mozart said: the music is not in the notes but in the silence in between. If what we produce is not better than silence, we better shut up.
The mission is to cut through the noise and stay relevant for the audience with an added value.
MASA: In your experience, what are the biggest challenges in convincing brands of the value of investing in a strategic sonic identity?
CEDRIC: You can't see sound, which makes it difficult to define and challenging to make tangible. Visual identities are obvious, but sound has a long way to go - although you can close your eyes but can't close your ears.
MASA: What advice would you give to brands that are just beginning to think about their sonic identity for advertising?
CEDRIC: Do you have a strategy? If so, it's crucial to be unique (Byron Sharp-idea).
MASA: And lastly, what will you be looking for when judging? What makes a piece of work worthy of a Music+Sound Award?
CEDRIC: First, I will use my head to judge, but in the end, I follow my heart as the piece should move me, touch me. In the end, it's all about emotion.
MASA: Thank you so much, Cedric, for letting us take a peak behind the curtains of Sonhouse. Your expertise is hugely appreciated on this year’s judging panel. Thank you!
Discover more about Sonhouse HERE
