Illustration by Mia Angioy for Creative Boom
In the fifth of our special six-part series, we look at the cutting-edge developments shaping the future of audiovisual design and how they’re set to transform brand experiences by 2025.
As we approach 2025, the landscape of audiovisual design is changing rapidly. New tech, changing consumer behaviours, and the rising demand for immersive, engaging content are reshaping how brands communicate, how consumers interact with media, and how stories are told across various platforms.
From virtual reality experiences that transport users to new worlds to AI-generated soundscapes that adapt in real-time to user emotions, the possibilities seem endless and often border on science fiction.
As the lines between different media blur, brands that can navigate this complex, multisensory environment – encompassing everything from apps and social media to smart home devices and interactive billboards – will have a significant advantage.
So, whether you’re a designer, a marketing executive, or a content creator, understanding these trends is crucial—it’s vital in an increasingly competitive digital landscape.
In this article, created in partnership with Epidemic Sound, we’ll explore the latest developments shaping the future of audiovisual design, how these trends are already beginning to manifest, and how best to leverage them for your brand.
1. Immersive and 8D audio
One of the biggest trends we’re seeing is a move towards immersive audio. As virtual and augmented reality technologies continue to mature, there’s a growing demand for spatial audio that can create a sense of presence and depth in digital environments.
This trend isn’t limited to VR and AR, though. Even traditional video content is increasingly incorporating spatial audio techniques to create more engaging experiences. And this means every brand needs to consider how its audio identity translates into a 3D space.
The latest frontier that’s emerging in this space is known as 8D audio, a 360-degree audio experience that makes listeners feel like they’re ‘inside the music’. It’s created using a combination of equalisation techniques, panning and effects to give the impression that sounds are coming from different directions.
This evolving tech presents a novel way for brands to present their audio identity, potentially increasing engagement and memorability. Similarly, for businesses involved in virtual events or digital experiences, 8D audio can add an extra layer of immersion, enhancing the overall user experience. Note, though, that creating high-quality 8D audio requires specialised skills, so consider partnering with audio professionals experienced in this technique.
You can read more about 8D audio in this article.
2. Sonic branding moves beyond the logo
As brands expand their presence across more and more touchpoints, we’re seeing a shift from simple sonic logos to more comprehensive audio identities. This is becoming an increasingly crucial aspect of a brand’s overall identity and marketing strategy.
Sonic branding, also known as audio branding, acoustic branding, or music branding, is a process that sets a brand apart from its competitors using unique audio motifs and patterns. Just as visual branding expresses a brand’s identity through visual elements, sonic branding does so through sound. When executed effectively, a customer or client can immediately recognise a brand simply by hearing its sonic elements.
Brands have long engaged with audiences via what’s known as a ‘sonic logo’: a catchy little sound or jingle. Well-known examples include the five-note chime that accompanies the “Intel Inside” campaign, Netflix’s “Ta-dum” sound and Skype’s distinctive incoming call sound. But in the 2020s, brands are moving beyond just an audio logo towards a full sonic toolkit, including UI sounds, background music and more.
Coca-Cola, for instance, has cultivated a friendly, welcoming sound that permeates all its audio touchpoints, from its holiday season ads to its custom musical instrument, Coke SoundZ. Apple’s synthy leitmotif conveys luxury and innovation, perfectly aligning with its brand image. McDonald’s ‘ba-da-ba-ba-ba’ jingle, born from a collaboration with Justin Timberlake, has become its longest-running and most recognisable audio asset.
Neurologically, sonic branding is a potent tool for creating lasting brand impressions. Plus, a well-designed sonic brand can communicate the same message and evoke similar emotions across diverse linguistic and cultural backgrounds.
Developing an effective sonic brand, though, requires expertise and careful planning. Many brands are turning to specialised audio branding agencies or music curation services to help develop their sonic identity.
These services can provide everything from quick music suggestions for time-sensitive projects to comprehensive music strategy development, including brand sound playbooks, bespoke musical creations and interactive workshops to inspire and guide a brand’s approach to music and sound.
Read more about sonic branding in this article.
3. AI-driven personalisation
As we approach 2025, artificial intelligence is set to play a significant role in audiovisual design. This promises an exciting new future of personalised audio experiences.
Can you imagine a video ad that automatically adjusts its soundtrack based on the viewer’s preferences or emotional state? Or a brand app that generates a unique audio logo for each user based on their interactions with the brand? Such AI-driven personalisations can potentially create deeper, more engaging user experiences.
The evolution of AI in audiovisual design also presents opportunities for more sophisticated data analysis and user understanding. Companies like Epidemic Sound are leveraging unrivalled data insight from billions of daily video views across online platforms, as well as a wealth of feedback from how people interact with music on the platform. This data-driven approach allows for more targeted and effective personalisation of audiovisual content.
However, it’s crucial that we don’t get carried away: AI should address genuine user needs rather than just be used for its own sake. Then there are the ethical questions, particularly in relation to content creation and artist compensation.
The importance of ensuring that human creativity remains at the forefront of music production in the age of AI cannot be overstated, and Epidemic Sound is committed to operating by this principle. In its recent manifesto to artists and content creators, the company affirms that “Human creativity will always transcend technology”. This philosophy underscores a crucial point: while AI offers powerful tools for personalisation and efficiency, it should enhance rather than replace human creative input.
This ethical approach to AI is becoming increasingly important as we move towards 2025. Consumers are becoming more aware of and concerned about AI’s ethical implications. Brands that can demonstrate a commitment to fair practices in their use of AI are likely to build stronger trust with their audiences.
To learn more about AI in audiovisual design, read this article.
4. Emotional intelligence in audio
As we move towards 2025, we’re seeing a growing emphasis on emotional intelligence in audio design. Brands are becoming more sophisticated in how they use audio to engage the viewer on a deeper and more meaningful level.
Pulling this off requires a nuanced understanding of how different sounds and musical elements can impact people’s emotions. It also emphasises the importance of aligning your audio identity with your brand’s emotional positioning.
This approach was exemplified by Epidemic Sound’s campaign ‘A Sound For Every Feeling’, which used sound and music strategically to evoke specific responses from the audience and showcased how their extensive catalogue can provide the perfect soundtrack for any feeling or situation. In doing so, it highlighted some key aspects of the trend for emotional intelligence trend in audio.
Contextual placement: The campaign strategically positioned ads in locations where emotions are intensely felt, such as where creators live, work and play. This hyper-contextual approach aimed to resonate with specific emotions in real-world settings.
Interactive experiences: The campaign incorporated QR codes that led to curated playlists matching the emotion depicted in each ad. This interactive element allowed people to experience first-hand how music can amplify and express specific feelings.
Diverse emotional landscape: The campaign celebrated the complexity of human emotions, offering soundtracks for a wide range of feelings, from epic anthems to nostalgic ballads.
Read more about ‘A Sound For Every Feeling’ in this article.
5. Cultural fusion and representation
As brands increasingly operate on a global scale, we’re witnessing a major trend towards audiovisual design that embraces diverse cultural influences. This goes beyond simply incorporating music from different cultures; it’s about creating innovative fusion styles that reflect our interconnected world.
Cultural fusion in audiovisual design offers several benefits:
Authenticity: It allows brands to represent diverse cultures more genuinely.
Uniqueness: By combining different cultural elements, brands can create distinctive experiences.
Global appeal: Culturally diverse content can resonate with a wider, international audience.
Inclusivity: It demonstrates a brand’s commitment to diversity and inclusion.
And Epidemic Sound is well-positioned to help brands navigate this trend for a number of reasons.
Diverse catalogue: Epidemic Sound boasts an extensive library of music from various cultures and genres. This vast collection enables brands to find authentic sounds that represent specific cultures or create unique fusions.
Global artist network: The platform collaborates with artists worldwide, ensuring a constant influx of diverse musical styles and cultural influences. This network allows brands to access truly global sounds and stay current with emerging musical trends from different parts of the world.
Customisation options: Epidemic Sound’s platform allows for easy mixing and matching of different tracks, enabling brands to create custom fusions that seamlessly blend various cultural elements.
Cultural expertise: With its global presence, Epidemic Sound has developed expertise in understanding and respecting cultural nuances in music. This knowledge can help brands looking to create culturally sensitive and authentic audio experiences.
Licensing simplicity: Epidemic Sound provides a straightforward licensing model, making it easier for brands to use culturally diverse music without navigating complex international copyright laws.
Conclusion
As we look towards 2025, it’s clear that audiovisual design is entering an exciting new era. The possibilities are immense, from immersive spatial audio and 8D experiences to AI-driven personalisation, comprehensive sonic branding, and new cultural fusions.
Staying ahead of these trends will be crucial for creating engaging, impactful content in the years to come. It will require a willingness to experiment, a nuanced understanding of how audio and visuals work together, and access to a diverse range of high-quality tracks.
Most importantly, the key will be to approach sound not as an afterthought but as an integral part of the user experience. By doing so, brands will be able to create rich, immersive experiences that resonate deeply with their audiences, driving engagement and loyalty in an increasingly competitive digital landscape.
