Handmade · Episode 02 · 25 Sept 2026 · 0:31
What Does Premium Sound Like?
A piano and a cardboard PREMIUM sign put a familiar music brief under a little pressure.
With Shai Hirschson · Video language: English
The familiar problem
Put premium in a music brief and everyone hears something different. Words such as bold, human and timeless leave plenty of room for interpretation. A piano alone cannot settle what the brand means.
The Brand Studio function
mDNA™ Setup
mDNA™ Setup turns the brand's values, personality and audience into a musical profile. It gives those broad words a more specific direction through musical characteristics, so the team can brief music partners and assess incoming tracks against something they have agreed on.
What it adds
The brief gives music partners more to work with. Brand teams and agencies can discuss how a track expresses the intended identity. They have common criteria for the choice, even when they interpret an adjective differently.
Takeaway
The piano can stay, provided it fits the brief.
Transcript
Video language: English
Ask four people what premium sounds like, and you get six answers. Somehow two of them always include a piano.
Words like bold, human, and timeless are excellent for briefs, but slightly less excellent for decisions.
Brand Studio turns what the brand means into a musical direction everyone can actually use.
So the piano can stay. It just needs to explain itself. EightSix.
Production: EightSix and Leuchtturm Film