New Music Recommendation Algorithm Facilitates Audio Branding

Bertram Barth, Silke Borgstedt and James Edwards

Marketing Review St.Gallen, 2019, vol. 36, issue 4, 44-50

Abstract: While marketing continues to work primarily in a visual domain, holistic brand experiences and multisensory marketing techniques are becoming ever more important. Audio branding is one such technique. The European Commissionfunded research and innovation project ABC_DJ has developed an algorithmic music recommender system specifically for use in audio branding. The system's core function is to assist marketers in determining musical brand fit, i.e. whether listeners will evaluate a given piece of music as fitting the perceived attributes of a given brand, and target group preference, i.e. whether listeners belonging to a particular target group will like a given piece of music. This article describes the ABC_DJ project's aims, outputs, commercial applications, and status as an asset for European SMEs facing the ongoing evolution of the point of sale into a point of experience.

Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/276047/1/MRSG_2019_4_44-50.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276047

Access Statistics for this article

Marketing Review St.Gallen is currently edited by Sven Reinecke, Thomas Bieger, Johanna Gollnhofer, Dennis Herhausen, Andreas Herrmann, Christian Hildebrand, Thomas Rudolph, Christian Schmitz, Marcus Schögel, Torsten Tomczak, Dirk Zupancic, Christian Belz, Heinz Weinhold-Stünzi

More articles in Marketing Review St.Gallen from Universität St.Gallen, Institut für Marketing und Customer Insight
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().