Sonic stealth

This is an extract from a full length feature in the forthcoming print edition of Australian Creative. To read our full story in the new SoundScape section look out for the Aug/Sep issue on the stands in a few weeks.

If you think the future of sonic branding lies in the immersive multi-sensory world you're likely to be right on the money. If you don't, then Martyn Ware will try to convince you otherwise. 

The military has approached him for top secret mission technology. The Queen was the first person to hear his sonification of data from outer space. Fanta's Stealth Soundsystem ringtone is such a famous campaign, in some circles it's thought to be an urban myth.

Sonic branding and audio identity in 3D sound - this is the mission of Martyn Ware and he has chosen to accept it.

Co-founder of Human League, Heaven 17 and arguably a worldwide expert in the field of electronic music, Ware is now by self-admission, in equal parts, an evangelist, a journalist, a musician and a producer - qualifying production as the 'making it happen kind, not just the 'in studio' kind.

His current projects include The Future of Sound and Illustrious Company, which he set up with Vince Clarke of Erasure and Depeche Mode fame, and sound branding agency Sonic ID.

The applications for sonic branding are wide. Ware describes the discipline of "the intentional use of music, sound, voice and silence to create cognitive and emotional connections between people and organisations" as a vastly underestimated and under-utilised one.

He believes when he started upon on the path a decade ago, he had been sure of his ability to convince people that sound was important.
"It’s so deep seated," he says. "The priority of the visual in the 20th century. Sound is the poor relation, it really is and it does upset me."

"We now have the tools to modulate people’s realities – not just with sound, but with everything – that's my passion. There aren’t many people who see it in that holistic sense," he says.

To read this article in full see the Aug/Sep issue of Australian Creative out soon.