UMPG
Audio
Branding
Since 1980, the original audio branding studio.
We are UMPG Audio Branding, formerly known as Elias. We create sounds that shape culture and make brands unforgettable. Since 1980, we’ve created timeless sonic systems for esteemed global companies and prominent newcomers alike. Today, as part of Universal, we have unparalleled resources and access to an iconic roster of artists, which enables us to create and curate the ideal audio identity for your brand.
The difference between being remembered and being impossible to ignore.
Distinctive audio identities forge deep sensory connections with audiences. Drawing on decades of experience, we develop strategic, custom sonic systems that capture a brand’s essence – from discovery and creative concepting through to deployment across every touchpoint. Through original composition, world-class creative talent, and a deep understanding of how sound shapes perception, we deliver work that helps build your brand for years to come.
Strategy first.
Before you create your sound, you need to understand its purpose. Our 3-phase process ensures your creative is rooted in insight, not just intuition – and our holistic approach means we’ll articulate your brand sound as a concept, not just an audio asset. Once your audio personality is established, we collaborate with our colleagues across Universal divisions – labels, sync, production music, merchandising and more – to help bring it to life. We are the only dedicated audio branding agency within a major music company, which uniquely positions us to both design your sound and serve its every expression.
A pedigree of custom scoring.
With 40 years of award-winning scoring experience and a global network of elite composers, we can bring your brand’s stories to life with original composition – through the lens of your unique audio identity.
Our Process
Discover
To start, we take the time to get to know you. We identify the unique sonic principles that set you apart from competitors, and gain valuable insights by having in-depth conversations with everyone important to your brand. This phase grounds our work in strategy – asking the who, where, why and when of your audio identity.
KEY OUTPUTS
BRAND AUDIT
COMPETITIVE LANDSCAPE
AUDIO STRATEGY
AUDIO TOUCHPOINTS
Develop
Next, we make the music. Through collaborative work sessions, we’ll shape your Audio Moodboard and creative brief. We'll compose a wide range of options – long form “thematics” and short form “mnemonics” – and iterate on your favorites until they are perfect. We’ll put them to the test by experiencing them in multiple contexts and variations, ensuring they have long-term flexibility. Market research (with our third party partners) will provide an additional layer of feedback, if desired. Ultimately, we’ll choose a finalist that captures the essence of your brand through sound.
KEY OUTPUTS
AUDIO MOODBOARD
CREATIVE EXPLORATORY
PROOF OF CONCEPT
TESTING (OPTIONAL)
FINALIST SELECTION
Deploy
Finally, we share your sound with the world. The deployment of your audio identity system is thoroughly outlined within an Audio Styleguide, your reference manual for on-brand audio use. Our ongoing consultation provides guidance where needed, and the Universal ecosystem offers a vast array of resources to expand and maximize your sound beyond the bespoke assets we’ve created for you.
KEY OUTPUTS
AUDIO STYLEGUIDE
CONSULTATION
AUDIO IDENTITY SYSTEM
UMG AMPLIFICATION
ROYALTY COLLECTION