When most people think of industrial or energy marketing, visuals and technical messaging come to mind—towering wind turbines, oil rigs, and solar panels bathed in sunlight. But there’s a powerful element often working behind the scenes: sound. Benjy Rostrum, a creative leader with a background in both music and branding, is reshaping how companies in these sectors use music as a tool for influence. His work demonstrates that the right composition doesn’t just support a campaign—it defines its identity.
From Background Noise to Strategic Tool
Historically, sound in marketing has been treated as secondary—a background track added in post-production. But according to Benjy, music should be baked into a campaign’s core from the very beginning. This is especially crucial for industries like energy and manufacturing, where products and services may not always be tangible or visually engaging to the average consumer. In these cases, audio becomes an essential emotional bridge.
Rostrum emphasizes that music can lend personality to brands that often feel faceless or cold. “It’s not just about creating a jingle,” he explains. “It’s about designing a sonic language that reflects the innovation and stability behind these companies.” By strategically layering tone, rhythm, and instrument choice, sound becomes a narrative force that tells a story words alone can’t.
How Music Humanizes Technical Industries
Industrial sectors can sometimes struggle with relatability. Technical jargon and abstract concepts rarely stir the public’s imagination. But music has the unique ability to translate these ideas into something familiar and human. Rostrum’s approach often involves building soundscapes that align with a company’s mission or customer promise.
For example, in campaigns promoting clean energy solutions, music might incorporate airy synths and warm chords that evoke sustainability and hope. In contrast, campaigns for heavy equipment manufacturers might feature grounded, percussive sounds to convey strength and reliability. These carefully composed choices build brand consistency across platforms—something that’s especially valuable in an age of fragmented media consumption.
Audio Branding in a Multisensory Era
With attention spans shrinking and content consumption growing more dynamic, static branding just isn’t enough. Audio branding is becoming increasingly essential. Benjy Rostrum notes that when someone hears a brand’s signature sound—whether on a podcast, social media reel, or TV spot—it should trigger the same recognition as a logo or tagline.
This sonic consistency not only reinforces identity but also enhances recall. Studies have shown that people remember what they hear even more vividly than what they see. A distinctive audio identity gives brands a competitive edge, especially in B2B industries where brand differentiation can be challenging.
Rostrum collaborates with marketing teams to develop “audio logos,” sound motifs that instantly signal a brand’s presence. These motifs appear not only in advertisements but also at trade shows, product demos, and digital platforms, offering a unified brand experience wherever they’re heard.
Case Study: Sound in the Energy Sector
One of Rostrum’s most notable projects involved an international renewable energy firm that wanted to communicate both innovation and trust. The solution? A layered sonic identity featuring cello harmonies to reflect legacy and reliability, paired with futuristic electronic elements to suggest progress.
The result was more than just a campaign—it became part of the brand’s DNA. Employees began using the audio theme during internal presentations, and customers began associating the tune with environmental leadership. The campaign’s success proved that even the most technical audiences respond to emotional cues when executed authentically.
Emphasizing Brand Values Through Composition
Every industry brand has core values it wants to promote—safety, efficiency, innovation, and sustainability. Music is a subtle but powerful method for embedding these values into audience consciousness. Rostrum takes these abstract brand values and turns them into audible experiences.
For a chemical engineering company, that might mean sharp, precise tones that evoke cleanliness and precision. For a logistics provider, it could be rhythmic, clockwork-like patterns symbolizing reliability and coordination. By grounding composition in brand values, campaigns become more than just persuasive—they become immersive.
Collaboration Between Composers and Marketers
One of Rostrum’s ongoing missions is bridging the gap between marketing teams and composers. He believes that early collaboration yields the best outcomes. “Music shouldn’t be an afterthought,” he says. “Bring your sound designer in at the same time as your visual team.”
Rostrum often starts with brand workshops, where marketers share their goals, audience profiles, and campaign themes. From there, a musical narrative is developed in tandem with visual assets. This ensures that all sensory elements support a unified message. The result is cohesive branding that doesn’t just tell the audience what to think—it lets them feel it.
Expanding the Role of Music Beyond Ads
While most companies think of music strictly in terms of advertising, Rostrum is helping brands extend its use across the customer journey. In the digital age, sound can play a role in everything from app UX to customer service hold music.
For instance, imagine logging into a smart energy platform and hearing a gentle, reassuring tune that reinforces security and ease of use. Or picture a post-sale email that links to a curated playlist aligned with the brand’s values. These small touches increase brand affinity and foster emotional loyalty.
Conclusion
Benjy Rostrum continues to lead the charge in redefining how brands use sound—not just in flashy consumer ads, but in the often-overlooked world of industrial and energy marketing. His work reveals that the right composition doesn’t just complement a brand’s identity; it becomes a central part of it. Through careful collaboration and a deep understanding of brand values, Rostrum shows that sound can be just as influential as sight in the marketing world.