The research contribution of the York Music Psychology Group (in cooperation with the TU Berlin) tests the correlations between musical contents and their acoustic parameters on one hand and brand attributes (such as emotions, values, and personality characteristics) on the other hand. Additionally, the moderating influence of the cultural contexts of the music listeners will be examined. Based on the research findings, formal methods and software tools will be developed that enable brands and branding agencies to identify brand-fitting music titles from large music archives in order to automatically create playlists that may be used for marketing and point of sale branding activities such as selection of in-store music.
This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement № 688122.
Project run time: 2016-2018 (3 years)