By Roudny Nahed, Partnerships Manager at MusicGrid

At MusicGrid, we’ve always believed sound is more than a background element. It is a storyteller in its own right. A recent article by our Partnerships Manager, Roudny Nahed, published in ArabAd, puts that into words perfectly.

Sound is often the invisible force that drives emotion. Whether in film, advertising, or branded content, it helps shape how we feel before we even process what we are seeing.

“People may forget what your ad looked like. But they will always remember how it made them feel.”

This emotional power is why sound matters. And it is why we have made it the core of what we do at MusicGrid.

Sound Sets the Emotional Tone

In the article, Roudny explains how sound does more than support visuals. It shapes emotional responses in powerful ways:

• It adds suspense in film long before the jump scare
• It sets the mood in a brand campaign without a single line of dialogue
• It builds emotional memory in ways that visuals alone cannot

Think of Nike campaigns that use music to tell stories of resilience. Or Coca-Cola’s use of upbeat, global sounds to convey optimism and joy. These brands know that music is not just an add-on. It is part of the narrative.

The Role of Sonic Branding

Sound also plays a strategic role in building brand identity. Roudny touches on how sonic logos, brand themes, and recurring motifs help reinforce emotional consistency. These audio signatures become part of a brand’s DNA.

Just like a visual logo sparks recognition, a sonic identity creates connection. When used consistently across platforms — from digital to in-store to hotline menus — sound becomes a powerful signal of who the brand is and how it makes people feel.

More Than Music

The article also reminds us that sound design goes beyond music. Silence, sound effects, ambient texture, and voice design all play key roles in storytelling. A well-placed pause, a textured voiceover, or the sound of a breeze can transform a scene or elevate a brand experience.

It is about designing every detail with intention. And that intention is what separates noise from story.

Why Most Brands Still Miss It

Despite its power, sound is still underused. Many campaigns are built visually first, with music and sound added last. That approach limits the emotional depth a brand can reach.

Roudny’s article is a call to rethink that process. To start with sound. To consider it at the concept stage. And to use it not just to fill space, but to shape the story.

Final Thoughts

If you are a brand strategist, marketer, or creative director, this piece is worth reading. It captures the mindset shift that we’ve seen happening in the region — where brands are finally treating sound as a core part of the storytelling process.

🔗 Read the original article on ArabAd

And if your brand is ready to sound the way it feels, we would love to help you get there.