Case Study | Shifting the soundscapes of the luxury car market

In the world of automotive advertising, a notable shift is underway. Traditionally, car campaigns have relied on hybrid orchestral electronic music—a blend of classical/ orchestral and electronic beats. This paved the way for the last decade, rinsed and repeated, creating an opportunity for a switch up.  Much like the fashion industry's embrace of underground streetwear collaborating with high-end luxury brands, the car industry is now adopting more experimental and edgy music choices in its advertising strategies and music soundscapes.

This shift isn't just about updating the sound palette, it's about creating a deeper connection with today's audiences. Edgier experimental beats offer a fresh, dynamic auditory experience, moving away from the predictable to embrace the unexpected. These sounds capture the essence of today's underground music scene, bringing authenticity and raw energy to car advertisements making a film to remember.

Integrating underground and experimental sounds that reflect current cultural trends is what we do. Explore our latest car campaigns for BMW, Lexus, BYD and McLaren