"When TikTok videos started to go viral on Instagram and Reddit, TikTok turned to professional sound designers to protect their content. More and more companies are paying to develop a "sonic identity" a series of sounds, songs, and micro-jingles to help maintain a unified brand. In this episode, in conjunction with the sound design podcast Twenty Thousand Hertz, we hear the backstory to possibly the most successful audio branding campaigns in history."
"It's a tale of guerilla marketing and the power of sonic suggestion. Pre-order the Planet Money book, and get a free gift / Subscribe to Planet Money+ Listen free: Apple Podcasts, Spotify, the NPR app or anywhere you get podcasts.Facebook / Instagram / TikTok / Our weekly Newsletter. This adapted episode was hosted by Kenny Malone and Dallas Taylor. It was produced by Casey Emmerling and James Sneed. The episode was edited by Jess Jiang."
TikTok enlisted professional sound designers after platform-originated videos began spreading to Instagram and Reddit, aiming to protect and manage audio assets. Companies increasingly commission sonic identities—short sounds, songs, and micro-jingles—to ensure consistent brand recognition and retain control over audio use. Several audio branding efforts leveraged guerrilla marketing and the psychological influence of sonic suggestion to become highly effective. Cross-platform virality highlighted the value of protecting sound as intellectual property. Marketing and design teams now treat concise audio motifs as strategic brand tools and often pair them with promotions and tie-ins to extend audience engagement and monetization.
Read at www.npr.org
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