March 23, 2025  

A-MNEMONIC Creates the Sound of ITV’s 99 to Beat

Every great gameshow needs an unforgettable soundtrack, and for ITV’s latest entertainment hit “99 to Beat”, the music had to match the show’s fun, fast-paced, and unpredictable nature.  That’s where A-MNEMONIC came in.

Tasked with capturing the show’s bold and bonkers spirit, A-MNEMONIC’s composers Andrei Basirov and Toby Jarvis produced a dynamic, high-energy sonic branding package, designed to heighten the excitement of the show, and be instantly remembered.  The brief called for a strong musical identity with an easily attributable hook and melody.  Fun and a little bit out there, for a family-friendly, 6pm Saturday night slot.

With Adam and Ryan Thomas making their debut as hosts, and ITV and Initial TV delivering a must-watch spectacle, 99 to Beat is set to become a prime-time favourite.  And thanks to A-MNEMONIC, the show doesn’t just look great – it sounds iconic too.

99 to Beat airs ITV1 & ITVX.

March 12, 2025  

Why do we remember sonic logos more than visual ones?

Sonic branding isn’t new – it’s been around in TV, film, and broadcasting for decades. Think about the MGM lion’s roar, the little kid saying “I Made This” at the end of The X-Files, or the “Shh. Da da daa daa daa daa daa da daa” from Gracie Films at the end of The Simpsons. These sounds are instantly recognisable, and they’ve stuck with us for years.

And it’s not just those examples, there are loads of iconic sonic logos that have become ingrained in pop culture! The 20th Century Fox Fanfare – that big, brassy intro before classic movies. Even if you haven’t heard it in a while, you can probably hum it. THX Deep Note – that eerie, swelling synth sound that tells you you’re about to experience some serious audio quality. The Pearl and Dean logo – I can almost smell the popcorn!

These sounds trigger something in us. They make us feel something, whether it’s nostalgia, excitement, or just the comfort of the familiar.

So why are brands only just catching up?

The reason sonic branding works so well is because sound taps into emotion. Studies have shown that brands with strong audio identities are remembered more than those without.
A study by the University of Leicester found that brands with music that fits their identity are 96% more likely to be remembered than those with non-fitting music or no music at all. A simple sound can spark recognition way faster than a visual logo ever could.

For years, companies have focused on their visual branding – logos, colours, fonts. But here’s the thing: brands love to tweak and update their logos. Can you picture the original Coca-Cola logo? What about FedEx’s first logo? Or Microsoft’s? Chances are, you’d struggle to remember them exactly.

But sound is very different. When a sonic identity is done well, it sticks with us for life. That’s why more brands outside of entertainment are beginning to invest in audio.
There’s no doubt about it – sonic branding just lasts longer than visual logos.

Visual logos change. Sound stays with us. That’s why more brands are realising that a great sonic identity isn’t just a gimmick – it’s a long-term way to be remembered.

 

February 28, 2025  

Rob Dunham to Judge Creative Circle Awards 2025 in Audio, Radio & Podcast Category

Rob Dunham, Executive Producer and sonic branding expert at A-MNEMONIC, has been invited to join the jury for this year’s Creative Circle Awards, judging entries in the Audio, Radio & Podcast category.

As one of the UK’s longest-running advertising and creative awards, the Creative Circle celebrates outstanding work across the industry, recognising the power of craft and innovation in British creativity.  With years of experience shaping sonic identities for brands and broadcasters, Rob will be bringing his expertise to assess the best in audio storytelling, sound design, and branded content.

The Audio, Radio & Podcast category showcases the most impactful and creative uses of sound, from engaging radio ads to immersive podcasts.  As the role of sonic identity continues to grow in marketing and media, Rob is excited to see how this year’s entries push the boundaries of audio creativity.

The winners will be announced at the Creative Circle Ball later this year.

October 17, 2024  

A-MNEMONIC Crafts Badoo’s New Sonic Identity for “Find Something Real” Campaign!

We’re excited to share that A-MNEMONIC recently created the new sonic logo for Badoo as part of their brand relaunch!

Partnering with the agency Untold Fable, we were tasked with crafting a sound that captures the essence of Badoo—a dating app focused on real, meaningful connections. Our composer and sound designer Adam Shaw delivered the Badoo heartbeat, a rhythmic sonic identity that evokes the anticipation and excitement of dating.

The brief called for a sound that feels human, emotive, and real—pulsing with energy and embodying the brand’s message of authenticity. The result? A heartbeat that says “Badoo, Badoo, Badoo,” bringing life to the brand’s new creative platform, Find Something Real.

We’re proud to have been a part of this project, helping to shape the sound of Badoo for its next chapter!

 

pom-bear jingle
August 12, 2024  

Pom-Bear’s ‘Put a Little Pom in Your Day’ Campaign Shines with A-MNEMONIC’s Infectious Jingle

A-MNEMONIC are delighted to have partnered with Iris on the vibrant ‘Put a Little Pom in Your Day’ campaign for Pom-Bear, the beloved children’s snack brand from KP Snacks!  At A-MNEMONIC, we’re all about creating unforgettable sonic branding experiences, and we had a blast crafting the catchy jingle that brings this campaign to life.  Our incredibly talented composer Craig Brown and the amazing Karina Ramage on vocals infused the jingle with the playful energy that perfectly captures the spirit of Pom-Bear.

This exciting campaign is all about celebrating the spontaneous, joyful moments that bring parents and children closer together.  Whether it’s through a 20” TV commercial or radio spots, the campaign’s narrative shines a spotlight on those little moments of play that make family life so special.

We’re thrilled to have contributed our sonic expertise to a campaign that’s as heartwarming as it is memorable.

How does sonic branding work?
March 13, 2024  

Decoding the Influence of Music in Brand Perception

What is sonic branding?

Sonic branding is music or sound that carries the emotional attributes – the ‘feeling’ of a brand via your ears, to the brain of the listener, or consumer. As a result, they feel good and associate that feeling with the brand.  It’s easily memorable.  We know what it means.

What actually happens cognitively? 
  1.  The listener clearly understands the brand’s feeling and emotions communicated..  
  2.  It triggers recall –  we remember it.
  3.  We correctly attribute what we’re hearing.  We know what it means, where it comes from and what it’s asking of us.
  4. This emotionally locates and primes our audience (or consumers, or listeners) in a short time.  Sometimes in a very short time!
What outcomes should I expect?

Expertly conceived, written and produced, distinctive sonic branding will achieve these outcomes:
Increased brand attribution and foster deeper emotional connections with consumers, ultimately resulting in increased sales.

Audio Branding and Sonic Branding – What’s the difference?

Well, not much.  Radio broadcasters tend to refer to audio imaging.  A term we love.
In TV entertainment we call it theme tunes.
Brands and advertisers tend to refer to it as audio branding or sonic branding or sonic identity  Our preference is brand sound.  It covers most uses.They all do exactly the same thing:

How long should sonic branding be?

There are no rules. The sonic branding with the most impressive recall stats is Disney’s ‘When you wish upon a star’.  It’s 45 seconds!  However we only need to hear a tiny fraction of that melody, 2 or 3 notes, and we know exactly what it means.

The McDonalds whistle is 3 secs. We-buy-any-car.com is similar.  Theme tunes tend to be 20 secs.  

Successful sonic branding has to work hard.  You should only need to hear it twice to understand, remember and correctly attribute what you’ve heard.  It should not rely on repetition.  The human brain can remember anything if repeated enough.  That’s expensive.  

If your sonic branding is smartly thought through and produced, it’ll ooze integrity and authenticity.  And of course live rent free, in your consumers heads!

February 26, 2024  

A-MNEMONIC Music Scores Big with ‘Rob Beckett’s Smart TV’ Theme on Sky Max

A-MNEMONIC Music are excited to unveil their latest masterpiece: the theme tune and musical identity for the electrifying new show “Rob Beckett’s Smart TV” on Sky Max.  With composers Andrei Basirov and Toby Jarvis at the helm, the composing duo have crafted a soundtrack that perfectly encapsulates the show’s fast-paced energy and comedic flair.

Partnering with Talkback Productions, a Fremantle label, renowned for hits like “Never Mind the Buzzcocks,” “Rob Beckett’s Smart TV” promises to be a riotous celebration of television’s magic.  Hosted by the incomparable Rob Beckett and featuring the quick-witted banter of team captains Josh Widdicombe and Alison Hammond, the show is set to take viewers on a whirlwind journey through the small screen’s most iconic moments.

Drawing inspiration from classic hip-hop beats, Basirov and Jarvis concocted a mix with plenty of “swagger” – tough, rough, and undeniably cool.  The result is a simple yet infectious riff that captures the essence of “Rob Beckett’s Smart TV” – short, sharp, and punchy. Whether you’re a fan of comedy, quiz shows, or just good old-fashioned fun, this is one show you won’t want to miss.

So mark your calendars and tune in to Sky Max for the premiere of “Rob Beckett’s Smart TV.”  Get ready to laugh, groove, and celebrate the magic of television like never before.

January 17, 2024  

🌟 The Martin Lewis Money Show Returns with a Bang! 🌟

In its 13th season, the unmistakable A-MNEMONIC ‘ear-worm’ theme tune and music branding are back to draw you into the mood of the show.

Our favourite financial guru, Martin Lewis, is on fire as he dishes out brilliant money-saving advice every week on ITV1. 

With infectious energy he shares top tips, the latest in energy news and savvy advice on maximising your cash. Get ready for another season of financial wisdom that’s bound to hit the bullseye with audiences! 

The show receives ratings of 3 to 4m viewers, and most weeks heads the top 10 current affairs show ratings in Broadcast magazine.

January 15, 2024  

Get ready for the sizzling premiere of ‘Love Island All Stars’ on ITV1!

Our iconic music branding takes centre stage once again. The theme tune and catchy snippets have become the unmistakable heartbeat of the show, making it one of the most recognisable and instantly associated signature themes across the 20 territories that produce their own versions.

Dive into the Love Island All Stars, where the game-changing twist is that all the singles are seasoned veterans of the show. Brace yourself for a rollercoaster of emotion as they navigate familiar territory, and this time, sparks might fly among those who already share a Love Island history!

Prepare to welcome back some familiar faces in the latest cast. These Love Island alumni bring a whole new level of drama and entertainment that audiences won’t want to miss! 🔥🏝️

#LoveIslandAllStars #TVPremiere #MustWatch