The local radio station where I grew up reached out to me in 2014 asking for me to produce their new Radio Jingle, which had not been updated since the early 80's. As a then up and coming producer and artist, I jumped at the chance, and spent the next few days producing what has become their most beloved jingle to date!

You can listen to the Jingle right here:

Radio Luster is a local radio covering a quite large area, with quite a small population, in between mountains and fjords in the far west of Norway. Keeping on a long tradition of radio programs for the young and the elderly, it is a important factor to the social life of many living in the area. They even do international interviews on certain topics, to fuel the interests of the locals!

When it comes to radio jingles, or any kind of sonic branding for a company that already has branding in place, there is one specific challenge that arises. How do you bring the brand a new and fresh look or sound, while keeping the identity and recognition of the brand?

Fortunately for Radio Luster, I have always had an incredible intuition when it comes to bringing the future while incorporating the old. As this was my first real production gig, I had to dig a bit deeper within myself, to think through my decisions.

The vision from the client was unspecific: "We just want something new, but if you can use anything that make people think of the old one, that is nice". As a new producer I did not ask a lot of questions, and got to work. I learned a lot from my strategic and process related mistakes on this project!

After receiving the recording of the old jingle, which was a synth-pop 80's track, I decided my strategy would be as following:

Take melodic inspiration from the old track

Bring folk-music and acoustic instruments into the new

These decisions ended up being my very first real dive into Sonic Branding, and real research into what a business like this should sound like.

After tinkering back and forth with the jingle for a bit longer than I was comfortable with, I landed on simplicity and folk-music inspiration. A line for the chord, a harmonized melody. Same length as the previous jingle, and sent it for review🎧

The client was ecstatic, and told me they had to redo their entire radio intro, because they meant the jingle was "too good sounding to be talking over!"

It has at the time of writing been 10 years on air, and the client is still more than satisfied!

I have experience in a wide selection of musical abilities, and got client satisfaction in mind - so leave your Sonic Branding or Jingle needs in good hands, with me! All aiming to be a auditory representation of your brand, which resonates with your target audience.

Fully customizable offers are available, but there is one thing always present in every offer you receive: I will always give your project the extra sprinkle of creative sizzle it needs to reach the heights you know it can! Save time, money and effort - that's what I'm here for! 🎸✮🎧✮🎸