Music in advertising has always run on instinct, until now. EightSix has launched Brand Studio, out now, billed as the world’s first brand music intelligence system, a platform built to transform how global brands discover, evaluate, license and deploy music across every customer touchpoint.
Developed over two years and shaped by more than twenty-five years of combined experience in composition, music supervision, licensing and audio technology, Brand Studio brings structure and accountability to a corner of marketing long governed by taste and subjective debate.
At the core of the platform sits mDNA, a proprietary framework that benchmarks how a brand uses music across genre, emotion, tempo, energy and cultural positioning. Every music decision, from campaign tracks to social edits to global licensing, runs through this shared standard, powered by machine learning trained on real industry expertise.
Brand Studio’s toolkit includes Discover, for searching the world’s music against a brand’s mDNA; SceneMatch, which uses Narrative-Driven Audio Mapping to match music to video in seconds; ArtistMatch, for brand-fit artist identification with budget modelling; SmartTest, built with SoundOut and more than 500,000 consumer studies for evidence-based validation in under two minutes; and SmartLicense, which simplifies complex global licensing at scale.
Gordian Gleiß, Co-Founder of EightSix, spoke to the shift this represents. “Every brand says music drives emotion, yet none can prove which music drives sales. That era is over. Brand Studio makes every music decision as defensible as media spend.”
Grace Hammond, Lead Developer at EightSix, explained the thinking behind the system’s design. “Every layer of this platform reflects how music actually works in the real world, not how technologists imagine it should. We trained the system on the decisions that experienced supervisors, composers and licensors make every day, then gave it the scale that no human team could achieve alone.”
EightSix built the platform in partnership with SoundOut, the global leader in consumer music testing, and Cyanite, a pioneer in AI-driven audio analysis, ensuring Brand Studio meets rigorous global standards. The platform is designed for enterprise brand teams, CMOs, agencies and procurement leaders who need every dollar of spend to be measurable and strategically aligned.
As Brand Studio scales, independent creators and composers will gain structured access to brand briefs, opening a new commercial pathway where music gets evaluated intelligently and creators benefit from the same intelligence powering brand decisions.
Shai Caleb Hirschson, Co-Founder of EightSix, framed the platform as a communication tool as much as a technical one. “The problem was never creativity. It was communication. Brand Studio gives teams a shared language for music decisions. When everyone works from the same intelligence, decisions accelerate, conviction grows and brands sound unmistakably like themselves, everywhere.”
Founded in Berlin, EightSix works at the intersection of sound, strategy and technology, helping organisations make music decisions that are creative, explainable and defensible at scale. With a multidisciplinary team of fifteen specialists working internationally, the company collaborates with brands including OTTO, Siemens Home Appliances, DEICHMANN and Ferrero.
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Eric Alper is a 6-time nominee for Publicist of the Year during Canadian Music Week and has overseen the publicity campaigns for over 183 JUNO Award-nominated albums (and 16 in 2025), 45 Grammy-nominated albums, including 47 JUNO Award, 58 Canadian Folk Music Award, 126 Maple Blues Award-winning albums and is also truly honoured to work with some of the biggest and most important artists of our time.
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