Adelphoi Music management team members Max De Lucia, Greg Moore and Sascha Darroch-Davies along with former Frukt Marketing Director, Jeremy Paterson launch today 100% sonic branding agency called DLMDD.
DLMDD aims to helping major blue-chip brands navigate the booming voice recognition market, which is on track to be worth an estimated £25Bn by 2025.
The agency will open for business at The Ministry in Southwark today. De Lucia leads client relationships, Moore heads production, Darroch Davies is the responsible for agency partnerships and Paterson is the mmember of the leading team in charge of operations.
DLMDD is already in talks with international brands including a major international supermarket, a leading UK telco, a travel company, a bank, a FTSE 100 tech company, an automotive brand and a leading cosmetics brand.
Experienced and multi awarded founders
De Lucia, Moore, Darroch-Davies and Paterson have jointly worked with brands including HSBC, M&S, Volvo, Unilever, Amazon, Coca Cola, Nokia, Magners, O2, NSPCC and Ben & Jerry’s, and with artists including Dizzee Rascal, Zane Lowe, Avicii, Guy Chambers and The Darkness. They have won awards including Aerials, Radio Academy Awards, British Arrows, London International Advertising Awards, Clios, Promax Awards and Mobius Awards.
They all together created the iconic Norwegian Airlines sound identity, which has been considered “as meaningful for Norwegian Airlinesas Coke’s visual identity” by the renowned branding expert and author Daniel Levitin.
Norwegian’s sonic brand was composed by Joel Krozer and recorded by the Trondheim Orchestra, providing the airline with a timeless melody reflective of Norway’s rolling hills and majestic fjords.
Moore and Darroch Davies leave behind joint Managing Director roles at Adelphoi for DLMDD, where they had worked for 14 years and eight years respectively. Moore had previously travelled to Afghanistan with the BBC as a producer on the broadcaster’s war zone coverage. Darroch-Davies started out life as a drummer with rock and pop bands including Freaks and The Girls.
De Lucia has been Head of Brands at Adelphoi for five years, having previously worked in Mindshare’s Invention team. Before that, he trained as a musician and composer at music conservatoire Trinity Laban, going on to lead a social experiment backed by Stephen Fry, travelling 32,000 miles through London, Lisbon, Rio de Janeiro, Panama, New York, LA, Sydney and Kuala Lumpur to showcase the social power of music.
He also works as a volunteer and is a long-time supporter The Choir With No Name, a UK-wide collective of choirs for people who have experienced homeless situation. The Choir with no Name has led performances for The Royal Family and The Mayor of London, across venues including the Royal Festival Hall, Wembley Arena, The Roundhouse and Manley Beach.
Paterson, who made his way into the creative industries under the mentorship of Hacienda founder and Factory Records co-founder Tony Wilson, has been Managing Director at FRUKT for six years and Managing Director at Vision Nine HQ for two years before founding IF Media Consultancy in 2014 and now partnering to launch DLMDD.
A booming market where there are not many specialist agencies
Max De Lucia said: “A sonic identity is a powerful tool, offering brands the opportunity to live boldly in the public consciousness and lodge themselves deep in people’s memories, provoking a profoundly felt emotional response.
“The audio and voice market is booming, but there aren’t many agencies claiming ownership of the sonic branding space, and there certainly aren’t many doing it well. As brands increasingly need to connect with people where their ears are but their eyes aren’t, DLMDD aims to become the number one agency to help them navigate that arena.”
Sascha Darroch-Davies said: “Music and sound are powerful forces in people’s lives: they can make us run faster, drive differently, concentrate for longer and see the world in different ways. And increasingly, as we all face media overwhelm and screen fatigue, audio and voice-led tech provides a valuable breakaway from screen time , so brands that aren’t preparing for this will lose ground.”
“In an increasingly audio-led world, DLMDD has the scientific and commercial grounding, and the creative rigour, to help brands capture the public’s hearts and minds through timeless sonic identities, rooted deep in their own brand heritage and DNA.”
Image over the headline (left to right).- Max De Lucia, Sascha Darroch-Davies, Jeremy Paterson and Greg Moore (co-founders of DLMDD).© DLMDD.
Related external links:
Norwegian Airlines official sound identity: Northern Colours
Related Eastwind Marketing links:
Cannes Lions 2017.- Havas and Vivendi bless their merger, still pending, with music
Cannes Lions 2017.- UMG Chairman & CEO, first ever music executive named Media Person of the Year
