Twenty Thousand Hertz Boom Bling: TikTok's sonic guerrilla marketing
May 8, 2024
Music producer and sound designer from MassiveMusic discuss the creation of TikTok's iconic sonic logo, detailing the meticulous process, covert marketing strategy, and final debate over a single note. The podcast explores the unexpected impact of a dog bark in the logo, TikTok's Sonic DNA strategy, and the fusion of science and art in sonic branding.
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TikTok's Sonic Logo Ubiquity
- TikTok's sonic logo rapidly became widespread beyond the app on platforms like Reddit and Instagram.
- Its main challenge was ensuring proper attribution of TikTok content across other social media.
Balancing Joy and Non-Irritation
- TikTok sought a sonic logo that was joyful and inviting to broaden appeal beyond Gen Z.
- The sound had to be pleasant enough not to tire or irritate through repeated exposure.
Thousands of Logo Variations
- Roscoe Williamson and Afrik Lennon experimented with over two thousand sonic logo iterations.
- They initially considered a changing logo with different user-generated sounds on the back end.