MassiveMusic Wins at Red Dot Awards with ‘The Sound of TikTok’

MassiveMusic, a Songtradr company and trusted music partner for leading brands and agencies in the world, are proud to announce that ‘The Sound of TikTok’, the sonic brand identity they crafted for the entertainment platform that is on everyone’s lips and phones, won at the Red Dot Awards in the ‘Brands & Communication Design’ category.

After launching the sonic identity in late 2022, Kantar, the world’s leading data, insights and consulting company, revealed earlier this year that TikTok’s new sonic identity is outperforming current industry benchmarks. According to the study, the sound of TikTok has helped reinforce brand awareness and affinity among their community, performing higher than average industry benchmarks. 73% of the respondents associated TikTok's sonic logo with positive emotions, with ‘unique’, ‘entertaining’ and ‘welcoming’ being the strongest emotional associations, while 52% of participants, made up of both TikTok users and non-users, already recognise TikTok's sonic logo, a 40% higher percentage than the average performance for a new sonic logo.

The goal for TikTok’s sonic identity was to create a sound that embodied both community-driven entertainment and creative democracy. MassiveMusic developed an identity that reflects TikTok's musical heritage and unique user experience. The final package consists of a two-beat sonic logo inspired by the onomatopoeic nature of TikTok’s name, and first-of-its-kind sonic assets called ‘Sonic Stickers’ that can be remixed and embraced by the community in-app. The sonic system also includes a DNA track, three long-form adaptations, and sonic guidelines for TikTok employees. Powering creative expression while evoking inspiration, authenticity and a sense of belonging is what MassiveMusic and TikTok were aiming for. 

Roscoe Williamson, global creative strategy and innovation director at MassiveMusic and Songtradr, said, “Creating a first sonic identity for a brand that moves at the speed of culture has been an incredibly exciting challenge for MassiveMusic. Over the last year, we have collaborated closely with TikTok and become wholly immersed in its brand experience. We needed something that reflected its creative nature, felt fresh and enjoyable yet raw and unpolished, that could extend across various brand assets, yet be flexible in its nature to evolve. The result, which has been rigorously tested, represents the global cultural significance of the brand in a distinctive and holistic way.”

Winning a Red Dot Award with Distinction for the project adds to this already spectacular performance, now receiving global recognition in one of the world’s largest design competitions. Doesn’t get more Massive than this.