Warner Music breaks down catalogue into 'Colour Cues' to help brands score creative
Warner Music UK's synchronisation and licensing team has launched 'Colour Cues'; a music discovery tool that uses the psychological relationship between colour, mood and music to help advertisers find the right track to score their creative content.
Warner Music sync team launches music discovery aid 'colour clues'
The record label's Sync arm kicked off the project based on the insight that for people outside of the music industry, finding a track that evokes the desired emotion of an audience can be a hard task when there is an abundance of music to choose from.
The team spent six months developing the project researching how to share their musical expertise with clients who work in film, TV, advertising or gaming in an accessible, engaging and effective way.
The team broke its music database down into nine colours which represent specific moods, creating a set of thirty-six physical cards and a complimentary website.
The different colours include black, white, pink, red, orange, yellow, green, blue and purple.
Each colour has a mood associated with it that has a corresponding track to fit the vibe, made up of a broad range of songs, from both new and established Warner artists.
The deck contains over 500 chosen tracks, song ideas, which is a just a fraction of Warner’s 2 million-strong catalogue.
Discussing the launch of 'Colour Cues,' Warner Music UK's vice-president for synchronisation Tim Miles said: “We are always looking for new and creative ways to showcase the emotional power of music and to bring our artists’ music to life. We hope that Colour Cues will spark conversations and ignite creative thinking when it comes to choosing tracks.
“Most of our partners are very visual in their thinking and so our hope is, by categorising music in such a visual way, it will help them navigate through a huge number of songs available to them, aiding them in finding a track that fits their brief.”
