Cleveland: The Home of Rock
Cleveland, the birthplace of rock 'n' roll, set the stage for the Cleveland AAF club’s 2025 American Advertising Awards Gala. Fully embracing the rock theme, the event took place at a renowned concert venue, with all branding— displays, lanyards, giveaways like temporary tattoos and guitar picks—designed to reinforce the experience. But the key to capturing the true essence of rock? A killer, custom music score.
Using AI to Create Customized Music
In previous years, Sonic Signatures provided a limited music package featuring a main theme, category transitions, and walk-on music. This year, we wanted to push the boundaries. By leveraging AI, we composed custom music tailored to each award category, much like a film score that enhances each scene. The result? 28 unique music cues spanning 12 rock genres. In just two weeks, we generated music ranging from Folk, EMO to Industrial—effectively composing the equivalent of 14 original songs across multiple rock subgenres.
2025 Cleveland American Advertising Awards - Show Open
Customizing Music for the Awards and Categories
To create an immersive audio experience, Sonic Signatures partnered with Marcus Thomas LLC, the event’s creative sponsor, to craft lyrics for the main show theme—an energetic punk rock tribute to the trials and tribulations of the advertising industry. A short version of the theme was released on social media to build anticipation before the event.
To break up the lengthy awards ceremony, each category was introduced with a different rock genre. Custom lyrics added a fun, playful element, while extended versions of each theme served as walk-on music, allowing winners to strut with confidence. To encourage audience participation, karaoke-style videos were created for the main show theme and three major awards, turning the event into an interactive experience that kept the energy high and the night engaging.
Thrilling the Audience
The AI-driven soundtrack elevated the event experience, enhancing excitement and engagement. Custom music cues heightened anticipation for each award, directed the audience’s attention to the stage, and infused the evening with energy. Most importantly, the music created a distinct brand identity for the event—one that attendees won’t soon forget and will be eager to experience again next year.
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