What is an audio library?
An audio library consists of a collection of musical building blocks that can be used in any media relevant to your brand. Based on your audio identity, these elements can be used to support each expression and simultaneously enhance your brand.
Why an audio library?
More recognition for your brand sound
If you have a unique brand sound, you’d naturally want to showcase it. The more often your target audience encounters your sound, the quicker they will recognise and appreciate it. This requires a greater variety of audio.
Flexibility for every format and channel
From tutorials on YouTube to Spotify commercials and podcast adverts, the opportunities to express yourself as a brand are greater than ever. Each format and medium also possesses its own character. For example, a TikTok video requires a different musical accompaniment than the report of your 100-year anniversary.
An audio library, filled with audio assets composed for your brand, helps you convey a coherent sound. So you sound like yourself, wherever you meet your audience.
Why not stock music?
Stock music is produced to support as wide a range of users as possible. Composed for everyone, instead of your brand. And you can hear that.
Moreover, stock music is rarely exclusively licensed. Popular tracks are often used by multiple brands, so you run the risk of your competitor sounding exactly like you.
Finally, stock music isn’t meant for broad and long-term use. As a result, the costs escalate quickly if you want to use stock music for an extended period and apply it across various media simultaneously.
The audio library of Fairtrade Original
Authenticity as a starting point
For Fairtrade Original, authenticity is key: the best ingredients with an honest story. That’s precisely why they asked TAMBR to replace their stock music with a music library filled with music for all possible purposes.
A worldly sound without clichés.
Fairtrade Original was looking for a worldly sound, without evoking the association of a particular region. We also drew inspiration for the musical identity from the colourful visual style. For instance, by using many different and contrasting instruments that engage in a pleasant dialogue with each other. Lastly, adding rattling percussion suggests an inviting kitchen where delicious cooking is happening.