The sound logo is often a brand’s most powerful asset: although it lasts only a few seconds, it is far more effective than a jingle and is instantly recognisable. The “Tu Dum” that introduces Netflix’s original series, for example, is the perfect illustration of this: a sound created with the utmost care by Oscar-winning composer Lon Bender and tested on a focus group of thousands of volunteers for months before becoming one of the world’s best-known sound logos.
A multifaceted talent
Emanuele Lapiana, an entrepreneur and composer from Trentino born in 1970, is a pioneer in Italy in the fields of sound marketing and sound branding, and is the founder and CEO of oSuonoMio.
A professional musician, after graduating in economics from the University of Trento, he has worked to bring Italian food to supermarket chains worldwide, without ever giving up music. Among his achievements in this area, he likes to mention playing with Skunk Anansie.
Ingenious composer and one-man-show Emanuele Lapiana founded oSuonoMio in 2015 in Trento, one of the first Made in Italy companies dedicated to creating sounds and podcasts to make brands recognisable, an activity in its infancy in Italy but widely used abroad for years.
The potential of sound
According to Lapiana, sound has enormous potential because it has been taken for granted until now. With the advent of headphones, smartphones and smart speakers, the sound experience has become more intimate and immersive.
Today, oSuonoMio Srl, based in Trento, works with musicians and composers to create sound logos, audio communication projects and brand identities for leading Italian companies, and aims to expand internationally as well.
Congratulations to those who bring the sound of Italy to the world!
Read the stories of other outstanding Made in Italy companies from Trentino-Alto Adige.