When the major media houses in Flanders — VRT, DPG Media, SBS and Mediahuis — joined forces in a day-long fund-raising broadcast on March 17 for the victims of the Ukraine war, they required a unified sound. So, they approached Brandy for suitable sonic branding.
The Brussels-based jingles production team had a challenging task. It had to produce something that conveyed the seriousness of the occasion but carried the upbeat character of the committed radio stations — Radio 2, MNM, Studio Brussel, Nostalgie, Qmusic and Joe.
Bart De Raes, the project’s sonic branding co-ordinator, recalls teaming with Brandy: “A benefit action on six radio stations at the same time? What does that sound like? So, we got together with Brandy to work on this question. Given the situation, we wanted to keep it serious enough. Still, the nature and tone-of-voice of the stations required a certain lightness, a certain smile. Not an easy exercise, but hopefully you can hear the result!”
You can listen to a sample and see if they hit the button here.
