As part of the Asian Insiders introduction video project I had the opportunity to compose a brand theme tune (jingle) and musical score. It needed to sound slightly Asian to a western audience, be non specific to any one Asian country or culture, and adaptable for other marketing media. 

After researching Asian music styles and scales looking for commonality across cultures, I decided to include a percussive drum present throughout most of Asia, and to compose a simple melody drawing from the pentatonic scale common in Asian music, but with a contemporary sound. 

I developed 2 versions for the jingle and supporting music with different chord progressions and rhythms. The client felt the tune of the 1st option was too Asian but they preferred the accompanying music. They liked the 2nd tune but wanted to see if it would fit with the music of the first. A few timing adjustments achieved the final result.

The client received high resolution audio files of the short jingle, the full length track, and shorter length tracks to fit different video timings, along with written notation. Asian Insiders now have their own exclusive jingle and music as brand assets to increase brand memorability. 

This was a fun project as music has been my other great passion for many years, and I’m now offering audio branding as a service.