Manila-based Homonym, a sonic branding and music marketing agency, launched its cloud-based plug-and-play music curation service.
Homonym founder and CEO Mike Constantino expressed excitement about the innovative service.
“Music curation is actually something we’ve done for our clients since we started the company in 2016. We were just waiting for the right time and the right technology partners so we can finally offer this at scale,” Constantino said.
Homonym is a sonic branding and music/audio marketing agency in the Philippines. Founded in 2016, the agency helps differentiate brands and expand their soundscapes using the power of sound.
When asked about the timing and relevance of the new music solution, Constantino said: “With foot traffic finding its way back to malls and brick and mortar stores, now is the best time for brands to explore the power of curated music. It’s more than just blasting playlist after playlist inside your store. It’s about finding the right sound to prompt action from your customers.”
Cham Perillo, Homonym’s sonic solutions supervisor, laid out the numbers about music curation.
“Based on a study, there’s an 86-percent correlation between a listener’s emotional response to sound and their desire to return to, or avoid, that experience. Applying that to marketing, the right music can make customers stay longer inside a store – which leads to trying items out or even purchasing them,” Perillo said.
Homonym’s plug-and-play music curation service aims to help brands achieve three main goals: a stronger brand story and experience via curated music; an easy, affordable and convenient way to legally play the best music from local to international; and tangible results for in-store executions.
“Happy people spend 9 percent more,” said Constantino. “If music can make customers feel happy while they’re inside our partners’ shops or consuming their content, then there’s a good chance they’ll react positively towards the brand by either buying something from the store or engaging with specific content. Happy customers. Happy brands.”