amp Debuts Ninth Issue of Sonic Branding Magazine, amplify
amplify magazine’s highly anticipated 9th edition, “The Sound of Luxury” dives deep into the multifaceted strategies of sonic branding in the luxury sector.
In a market where many brands want to feel inclusive yet remain exclusive, this issue helps brands understand how the right sound can be key to effective, emotional audience connection.
With most luxury brands now moving away from the traditional go-to sound of classical music, this edition analyzes the sonic ingredients of the new sound of luxury.
The luxury industry is set for continued growth in 2025, with a projected value of $1.5 trillion, reflecting a 5.2% annual increase.
This issue identifies key insights and trends, including the differences in approach of luxury brands across multiple sectors, and the key considerations for using sound to reflect exclusivity for a modern audience.
The amp Research & Insights team leveraged extensive desk research, social media monitoring, and AI evaluation provided by amp’s Sonic Hub® tech platform to dissect & analyze over 100 luxury brands across the hotel, automotive, fashion & accessories industries.
Key Findings
- Brands like Mercedes-Benz, Miu Miu and Bottega Veneta are reflecting their exclusivity though unexpected, unique musical choices, setting them apart in industries which traditionally rely heavily on licensed or stock music.
- The automotive industry is one of the few luxury industries utilizing branded music, but many sonic assets in the sector are based on vehicle sounds and are therefore easily misattributed: Audi’s non-unique “evolved” heartbeat sonic logo is only recognized 8% of the time by consumers.
- Licensed music is heavily used by luxury brands, but very few take the next step into artist partnership, to create original branded sound with artists, as Dom Pérignon has done with Lady Gaga.
- Audio-first spaces are on the rise around the globe, yet the new trend of fashion house cafés lacks the final sonic ingredient needed to create a truly luxurious multisensorial experience for consumers.
–Michele Arnese, CEO amp
“The old guard of luxury still treats sound like window dressing — functional, formulaic, and frustratingly distant. But in today’s luxury landscape, sound isn’t just functional — it’s fundamental, with many brands that harness it as a cultural cornerstone. Our analysis in this issue of amplify, The Sound of Luxury, reveals how premium brands are splitting into two camps: the traditionalists and the trailblazers. And those embracing multisensory experiences aren’t just staying relevant, they’re redefining modern luxury and forging unbreakable emotional bonds.”
For further insights, download your copy today and
explore the sound of luxury.
