Handmade · Episode 01 · 25 Sept 2026 · 0:30
Choosing Music, Going Nowhere
Shai steps onto a treadmill to show how music meetings can keep moving without reaching a decision.
With Shai Hirschson · Video language: English
The familiar problem
Everyone brings a favourite track. The shortlist grows, another meeting follows, and the team still lacks a shared reason to choose. Shai's treadmill makes that familiar process rather easy to recognise.
The Brand Studio function
mDNA™ Setup and Discover
Brand Studio starts with mDNA™ Setup: what the brand means, who it needs to reach and what the music should do. That profile gives Discover a musical direction for finding candidates. The search begins with the brand and clear criteria for suitable tracks.
What it adds
Brand teams and agencies get a shared basis for the shortlist. They can compare candidates against the same direction and explain why a track belongs with the brand when the next meeting starts.
Takeaway
Give the search a direction before adding more tracks.
Turn the music brief into shared criteria
EightSix supports brand teams and agencies with music strategy and consulting. We clarify what the music needs to do for the brand and its audience, then help the team turn that direction into criteria for choosing tracks. The Brand Studio function shown in this episode supports that process.
Explore Music Strategy & ConsultingTranscript
Video language: English
Choosing music used to involve a lot of running around, but not necessarily getting anywhere. Everyone brings a track they like. We call this creative direction.
A meeting follows, and then another, and then another, because the first meeting generated valuable new meetings.
Brand Studio starts with the brand: what it means, who it needs to reach, and what the music needs to do.
Less running in place. More getting somewhere. EightSix.
Production: EightSix and Leuchtturm Film