John Groves: THE INFLUENCE OF SOUND AND MUSIC

Change Your Mind: Sound and music for influencing thoughts, emotions, and actions.

A look at structured systems and the latest research for optimising the effect of sound and music in films, games, brand communications, and healthcare.

Besides illustrating and underscoring, the task of applied music is to steer perception. With just a few notes or a chord progression, a composer can conjure up specific pictures and emotions in the minds of their listeners. The trigger signals for what is assumed will produce the intended effect are usually chosen intuitively from a personal sound biography. Based on the choosers life experience these may not always be fully aligned with the average listener, reducing the success rate.

This talk looks at ways to reduce the guesswork when using sound and music to influence thoughts, emotions, and actions. It will examine structured systems and the latest research that can help optimise the effect of sound and music in films, games, brand communications, and healthcare.

John Groves is a composer, music producer and consultant and is considered the pioneer of sound branding. He developed a structured system for creating and implementing brand and corporate sound identities, which forms the basis for today’s market standard. Groves created unforgettable melodies for brands like Olympus, Mentos, Bacardi, Mars and Visa.