EightSix launches Brand Studio
Berlin-based music company EightSix has launched Brand Studio, a new platform designed to make music decisions in advertising measurable, consistent and scalable.
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Berlin-based music company EightSix has launched Brand Studio, a new platform designed to make music decisions in advertising measurable, consistent and scalable.
While most areas of marketing have become increasingly structured and data-driven, music remains one of the last disciplines still driven largely by intuition. Despite its emotional impact, it is often selected ad hoc, difficult to benchmark and rarely aligned systematically across campaigns or markets.
Brand Studio aims to change that. At the core of the platform is mDNA™ (Music DNA), a framework that maps a brand’s sonic identity across emotional, cultural and musical dimensions. It allows teams to evaluate whether music fits their brand, align decisions across markets and reduce subjectivity in the process.
The system includes tools for music discovery, video-to-sound alignment, artist selection and testing, as well as global licensing workflows. It is already being used by brands including Siemens Home Appliances and OTTO. For EightSix, the launch reflects a broader shift in the industry.
Credits
powered by“Directors, editors and VFX have built infrastructure around their craft. Music hasn’t,” says co-founder Shai Hirschson. “We didn’t build another music tool. We built the system behind the decision.”
The timing is not accidental. As AI accelerates content production across marketing teams, the challenge is no longer output but decision-making. Brand Studio positions itself as a response to that shift a way to introduce structure, governance and shared language into an area that has historically relied on taste.
To introduce the platform, EightSix collaborated with VFX-led studio Spirit View on a product teaser that reflects the idea of music as a system rather than an accessory.
“Music does not just support the story,” Gordian Gleiß adds. “It often is the story. The question is whether brands are actually equipped to make those decisions.”
With Brand Studio, EightSix is betting that the future of creative work will not just be defined by how much content is produced, but by how decisions are made.
