2011 Audio Branding Congress Moves from Hamburg to New York, to be Hosted by Expansion Team

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Expansion Team will host the Third Annual Audio Branding Conference on November 17, 2011 in New York.

Building off of its success in the last two years and thanks to growing international interest, the 2011 Audio Branding Congress will make the leap from Hamburg, Germany to New York City to take place on November 17, 2011. The Congress gathers the world’s foremost experts and scholars in the fields of music, sound design, branding, marketing, and cognitive research for a compelling day of discussion, education, case study reviews, and trend forecasting. The Congress, founded in 2009 by the Audio Branding Academy, will be held at Columbia University’s Faculty House and will be hosted by audio branding, sound design, and original music house Expansion Team.

With the motto “Stay Connected, Sound Global,” the 2011 Congress will focus on mobile audio. A diverse range of speakers — presenting and sharing case studies from the worlds of advertising, music, and even psychology — will explore audio branding for mobile devices, applications, and emerging digital media. The Audio Branding Academy is inviting researchers to submit scientific papers to share at the Congress. It will also introduce the first ever Audio Branding Award, given to the best audio branding case study presented at the Congress and chosen by attendees. The award will mark the first recognition of outstanding achievement in the young audio branding industry.

“I spoke at the Audio Branding Congress last year — it was amazing and extremely educational,” said Alex Moulton, Partner and Creative Director of Expansion Team, which has done audio branding projects for CNN, PBS, and others. “We are proud and excited to be hosting it in New York this year.”

After attending the 2010 Congress and recognizing the importance of audio branding as a tool in their industry, Moulton and Expansion Team Executive Producer Martia Guinn were determined to bring the conference to New York in 2011. For their part, Audio Branding Academy founders Cornelius Ringe, Kai Bronner, and Rainer Hirt are thrilled about the trans-Atlantic relocation. “With the move to the U.S. we have the opportunity to reach a much broader audience,” said Bronner. “We are very glad to have found a partner like Expansion Team to help us bring the Congress to our colleagues in America.”

The Audio Branding Congress was established as a venue for audio branding professionals to exchange ideas and build networks. While disciplines like visual branding have been an integral part of the advertising and marketing world for decades now, audio branding is still gaining a foothold and solidifying conceptually. Establishing audio branding as a proper subject in education, practice, and science, and settling on standards of quality and pricing in the young discipline are all goals of the Congress. “We want to clarify the differences between traditional production of advertising music and audio branding,” Bronner explained. “In the visual area, experts have long been listened to. It is high time to show as much appreciation to the ears of customers and stakeholders as to their eyes.”

The 2011 Audio Branding Congress takes place Thursday, November 17, 2011, at Columbia Faculty House at Columbia University in Manhattan. Tickets prices are $600 for professionals and $300 for students, with early bird reduced prices available until May 31. Included is an Audio Branding Academy Yearbook recapping the 2011/2012 Congress, which will be released shortly after the event. The current 2010/2011 ABA Yearbook with a global list of audio branding suppliers will be available in the coming weeks. For more information, email NYC2011(at)audio-branding-academy(dot)org or visit http://www.audio-branding-congress.org.

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Hesh Rephun

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