Young Blind/Deaf Musician, Jordan Stevens, Creating Audio Brands for Major Corporations

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Choosing a career that is not often done by people with his physical abilities, young deaf/blind musician carves his own niche in the marketing industry.

70% of consumers will recall advertising based on a musical cue.

With a passion for music, Western University grad, Jordan Stevens, is living his dream of composing music – a career not usually chosen by someone who is deaf and partially blind. In spite of these unique abilities, Stevens helps companies heighten their uniqueness with commercial jingles, music compositions and voice overs for use in radio, television, retail locations, Web sites, and anywhere else a company wants to create a brand presence. Most recently he has created music for McFarlan Rowlands Insurance Brokers Inc. and landed into the Toronto International Film Festival.

Stevens, 29, was born with congenital measles, which left him deaf and blind in one eye. Most would believe a career in music impossible, but with hard work and perseverance he has used his special abilities to excel in the industry. In addition to achieving a music degree from Western University, a scholarship from Mohawk College and performing a Mozart concerto with the Mohawk College/Hamilton Orchestra, Stevens has studied with jazz legends Dave McMurdo, Mike Malone, and Harley Card; and award winning composers Omar Daniel and Tom Third.

Choosing a career that is not often done by people with his physical abilities, Stevens decided that performance was not for him but creating music had such an uplifting effect he knew he wanted to carve his own niche in the industry by starting an audio branding consultancy called TreBrand.

“Being a marketer today is challenging, but also very exciting because we can measure everything. For instance, a recent client we did a set of radio commercials for gained 108% new leads compared to the previous year,” said Stevens. “It all comes down to making your brand stand out…be different. Audio branding is an effective method to further the uniqueness of a brand.”

Audio branding is a field that started in the 1980 and is rapidly growing in North America. With the global marketplace expanding, many of the world’s top corporations including Coca-Cola, McDonald’s and British Airways are investing in this niche marketing idea in order to better communicate with their target audience.

Stevens has worked with multiple directors and producers and is a member of the Screen Composers Guild of Canada, a collection of professional composers including Howard Shore, Mychael Danna and Alf Clausen. His most recent film success was Malody, which was screened at the 2012 Toronto International Film Festival and later went on to win an award at the 14th International Film Festival Bratislava.

“My challenge is dealing with the stigma that is being a deaf musician,” admits Stevens. “Some days this is tough, but I always come away thinking I'm going to work harder and smarter. My doctor considers me one of the most well adjusted individuals in his practice.”

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