AUGUST 2025
What does it take to make a brand sound unforgettable? In this interview, Karsten, MAS Awards juror and founder of Sonic Minds in Copenhagen, shares how his early passion for music and a keen sense for branding led him to become a pioneer in sonic identity. He discusses the emotional power behind well-crafted audio branding, the creative challenges his team loves to tackle, and why a truly effective sonic identity goes far beyond just a catchy jingle.
Karsten’s perspective perfectly highlights why great sound matters and how the right sonic choices can transform the way people connect with brands…
MASA: How did you first become interested in the power of sound as a branding tool and what inspired you to found Sonic Minds?
KARSTEN: My father was also a drummer and had a recording studio in the house, so I grew up with music and was constantly surrounded by jazz and musicians. It shaped my ears early on and gave me a deep appreciation for rhythm, tone and the emotional power of sound.
Later on, while working in a branding agency, I noticed that sound was rarely part of the conversation. Brands were spending huge amounts on visual identity, but their sonic presence was either generic or completely missing. That disconnect fascinated me. I saw the opportunity to help brands become more emotionally engaging and consistent by thinking strategically about sound. That’s what inspired me to start Sonic Minds. I wanted to create a space where music, creativity and brand strategy could come together in a more meaningful way.
MASA: What makes a sonic identity truly effective and memorable? And how do you translate brand values into audio?
KARSTEN: For me, it all comes down to emotion and clarity. A good sonic identity makes you feel something instantly. It sticks with you because it connects emotionally and supports the story a brand wants to tell. But it also needs to be practical. It has to work across different platforms and touchpoints and be flexible without losing its core.
When we start working with a brand, we usually begin with workshops and interviews to understand who they are and what they stand for. We dig into their values, tone of voice, and what kind of feeling they want to leave people with. Then we start sketching sound ideas that reflect those attributes. We always test the concepts with real brand journeys and iterate based on what feels right. It's about translating abstract ideas into something that resonates instantly. But also create a flexible and dynamic audio identity, that can be used in many situations and brand touchpoints.
MASA: Can you share an example where sound fundamentally changed a brand’s customer experience or perception?
One of the clearest examples is our work with DSB, the Danish national railway. They had a very iconic jingle that people knew, but it hadn’t really evolved with the times. We refreshed it and built a full sonic identity that works across their stations, app and digital platforms. It kept the emotional link to the original, but gave the whole experience a more modern, confident feel. Suddenly, sound wasn’t just background noise. It became part of how people experience the brand and it brought consistency and warmth in places where there previously wasn’t much thought put into sound at all. For that client we have also won a Gold Medal at the Transform Awards 2025 in London, winning in the category of Best Sonic Brand Evolution.
MASA: A project that stretched your creative boundaries?
KARSTEN: Honestly, we always try to stretch our boundaries, but if I had to name a few, I'd start with ASUS. Not only does it sound great, but I love the creative idea behind it. We used an A-sus chord as the basis for the audio logo, which is a subtle musical nod to the brand name itself. That kind of concept-driven work is super satisfying.
Another one is Tabii, the Turkish national streaming service. It sounds bold and cinematic but also has this unique twist that makes it feel both European and Middle Eastern. We worked closely with Saffron Brand Consultants on that one, building the visual and sonic identities in parallel, which was a really exciting and collaborative process.
Then there’s MTA Gaming. That one challenged us in a totally different way. We had to take a fairly corporate-sounding theme and turn it into something with real edge and energy for a younger, gaming-focused audience. All three projects stretched us in different ways, which is what makes this work fun.
MASA: How do you balance innovation and consistency when developing sonic assets for global brands?
KARSTEN: I think the key is to build an audio design system, not just a logo. When we create sonic identities, we design them to be modular and scalable. So you might have a core theme or audio logo, but it comes with different variations, textures, and moods that can be adapted depending on the platform, market, or audience. We often call it a Lego-style approach to sound. That way, brands can stay consistent but still sound fresh and relevant in different situations.
It also helps that we test everything in context. Whether it's a UI sound or a podcast intro, we look at how the sound performs in the real world. That’s where the innovation comes in, because you have to design something that works across a lot of use cases without losing the emotional core.
MASA: What emerging trends, such as adaptive audio or immersive experiences, do you see shaping the future of sonic branding?
KARSTEN: There’s a lot happening right now. One trend I’m really excited about is adaptive audio, where sound responds to the user or the environment in real time. That’s huge for things like digital products, gaming, or even physical spaces. Spatial audio is another big one, especially as we get deeper into AR and immersive brand experiences.
Also, I think we’ll see more brands using generative audio, where the identity isn’t just a fixed track but a set of rules that generates variations based on context. It’s early days, but there’s a lot of potential in that space. Overall, the future is less about one-size-fits-all and more about systems that can adapt while still staying recognisable.
MASA: How do you see AI influencing the field of sonic branding and what are its limitations?
KARSTEN: AI is definitely going to be part of the toolbox, and it already is in some ways. It can help with fast iteration, generate rough sketches and even inspire new ideas. But it has its limits. What AI lacks is emotional depth and intentionality. It can mimic, but it doesn’t truly understand context or nuance the way a human does. But perhaps that will change next year (or next month…)
In our work, we use AI more as a tool to explore possibilities, not as a replacement for creativity. The magic still happens in the human decisions - the little imperfections, the instincts, the emotional intelligence. That’s what makes a sound feel alive and meaningful.
MASA: Looking back at your career, what advice would you give to someone looking to enter the field of audio branding?
KARSTEN: First, get really good at both music and branding. You need to understand how to communicate through sound, but also how to solve real business problems. It’s not just about making things sound nice. It’s about making them meaningful and effective and create value for the clients.
Second, be curious. Ask a lot of questions, especially when working with clients. The better you understand their challenges, the more relevant your work will be. And finally, be patient. It takes time to develop your own approach and earn trust in this field.
MASA: And lastly, what are you looking for when judging? What makes a piece of work worthy of a Music+Sound Award?
KARSTEN: For me, it’s all about whether the sound actually adds something meaningful to the brand or experience. I’ll be looking for work that feels original, emotionally engaging, and clearly aligned with a brand’s purpose or story.
Production quality matters, of course, but what really stands out is when the sound feels like a natural and essential part of the brand. If it surprises me, moves me, or sticks in my head for the right reasons, that’s usually a sign it’s doing something special.
MASA:
Find out more about Sonic Minds HERE
