June 5, 2025  1

Love Island Turns 12 – And So Does Ours Iconic Music Theme

Twelve years ago, A-MNEMONIC were asked to create the sonic identity for a brand-new reality show called Love Island.  We had no idea it would become a cultural juggernaut –  and that our music would still be pulsing through villa walls over a decade later.

From the unmistakable stings and dramatic beds, to the cheeky cues and sun-drenched vibes, the soundtrack has played a huge part in giving Love Island its personality.  It’s helped shape the mood, the moments, and the meme-worthy madness ever since.

May 1, 2025  

A-MNEMONIC Scores ITV’s Genius Game, Hosted by David Tennant

A-MNEMONIC is behind the bold, brainy sonic branding and soundtrack for ITV’s newest reality competition, Genius Game, hosted by David Tennant.  Premiering 30 April on ITV1 and ITVX, the show is a high-stakes blend of strategy, logic, and social manipulation—demanding a soundtrack as clever and dramatic as the game itself.

Composed by A-MNEMONIC’s Toby Jarvis and Andrei Basirov, the music sets the tone for this UK adaptation of the cult Korean hit.  From the cinematic title sequence to tense elimination stings and strategic flashbacks, the score elevates every twist, betrayal, and moment of revelation.

Blending orchestral and electronic elements, the music is layered, modern, and full of intrigue—designed to mirror the sleek, architectural set and the razor-sharp gameplay.

“Everything in this show is about strategy—so the music had to think smart too,” says Jarvis.

Whether it’s whispered plotting or an epic showdown, A-MNEMONIC’s soundtrack brings Genius Game to life with sophistication, suspense, and style.

April 14, 2025  

A-MNEMONIC Scores BBC Radio 4’s Star-Studded Adaptation of Casino Royale

A-MNEMONIC is thrilled to have composed the original score for BBC Radio 4’s brand-new audio dramatisation of Ian Fleming’s Casino Royale, airing this Easter Sunday. Broadcasting at 3pm on 20th April 2025, this special one-hour production brings Bond’s first mission vividly to life.

Scored by A-MNEMONIC’s Toby Jarvis, the music plays a central role in the storytelling – guiding listeners through smoky casinos, high-stakes showdowns, and tense interrogations. Every note was carefully crafted to heighten the drama, evoke atmosphere, and capture the sleek, dangerous world of 007. The score doesn’t just set the tone – it helps shape each scene and enhance the emotional and psychological tension throughout.

The adaptation boasts an A-list cast: Toby Stephens returns as the iconic James Bond, joined by Downton Abbey’s Hugh Bonneville as the villainous Le Chiffre. Susannah Fielding (This Time with Alan Partridge) stars as the mysterious Vesper Lynd, and Josh Stamberg (WandaVision, The Morning Show) plays CIA agent Felix Leiter. The ensemble cast delivers a gripping performance that brings Fleming’s original novel to life in a new and thrilling format.

Don’t miss this exciting take on the original Bond adventure – tune in to BBC Radio 4 or BBC Sounds at 3pm this Easter Sunday for an hour of espionage, elegance, and thrilling Bond action.

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!