Music is one of the most valuable tools at an advertiser’s disposal. In 2006, the top 100 US advertisers splashed between $150 million and $2 billion just on sound-enabled media, such TV ads and the Internet, according to the Association of National Advertisers. In the UK, it is estimated that in 2008 the spend on acquiring copyright music for synchronization hit £60m ($98.8 million).

But brands have worked to understand how a particular target group, with shared values and aspirations, forms a loyalty to a specific brand. They have figured out how to manage and measure how we respond to color, texture, lighting, and other apparently visceral stimuli. So is sound simply the next frontier?

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As the UK gears up for the London marathon, soundlounge investigates what roles music and sound play in helping us achieve our sporting goals and why few joggers would dare leave the house without their trusty mp3 player.

With the epic London marathon just weeks away and the spring sunshine gently teasing us with the odd glorious day, Brits up and down the country are lacing up their running shoes and taking to the streets. Early morning commuters are being confronted by herds of lycra-clad joggers – some perfecting their beach bodies, some preparing for upcoming weddings and others trying to rid themselves of the last remnants of that winter stodge. But while each of them differs in their reasons for keeping fit, one thing unites almost all of them: music. Whether in the gym, the park or the street, these exercise enthusiasts are being motivated by the tunes coming through their headphones. What makes music such a motivational personal fitness trainer? Read more…