Planet Money TikTok’s Trojan Horse Strategy
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Oct 22, 2025 Explore how TikTok developed its viral sonic logo to maintain brand unity amidst off-platform content sharing. Hear the fascinating process of creating a memorable audio identity, including debates over logo consistency and the accidental dog bark that became a signature feature. Discover the clever use of Sonic Stickers to stealthily introduce the brand's sound across the internet, leading to rapid recognition. The blend of science and art in sound design reveals the power of audio branding in today’s digital landscape.
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Sonic Logo As Portable Attribution
- TikTok added a sonic logo to claim credit for videos that spread to other platforms.
- The audio tag acts like a portable mini-ad embedded whenever a TikTok is downloaded or reposted.
Six-Month Pitch And Holiday Grind
- Massive Music pitched TikTok for six months and won the brief to design the sonic identity.
- Afrik Lennon and Roscoe Williamson describe the long, iterative process and holiday work to deliver the project.
Designing For Joy Without Being Childish
- TikTok wanted a sound that felt joyful, welcoming, and not annoyingly childish.
- The team aimed for a sonic identity that could be embraced and remixed by the community.