Music can be the best way to bridge cultures when allowed to truly be a bridge.

Fifteen years ago the function of any person providing multicultural insights in America was to translate and adapt messages to different audiences. Today the role is vastly different. Today our role is to unite and bridge cultures. The same way as different cultures that are fusing together in the United States.

The worst thing we could do is use music to divide audiences into silos under the mistaken pretense that we are not smart enough to understand. And music, when done right, can be the perfect way to unite cultures in this rapidly changing environment.

The myth that multicultural means fencing in groups of people is one that I hope to put to rest.

Here are some other key insights from our experience:

Using music to market to Hispanics (or other groups) does not mean necessarily using accordions, trumpets and congas (or any ethnic instruments).
Sometimes ethnic instruments and rhythms can be a powerful way to unite cultures and age groups but it has been our experience that when used thoughtlessly those cultural references can feel passé. They may be valid for previous generations, but not so for newer ones, who are hybrids of two worlds and who confidently switch languages and customs back and forth. For these, especially for millennials, the operative word is nuance. Music can bring the passion of Hispanic audiences forward through the use of rhythms and accents rather than tired cliches that can sometimes come through as exclusionary, even offensive.

For example, you wouldn’t necessarily know it, but Gwen Stefani’s beautiful single “Baby, Don’t Lie” is based on Jamaican rhythms done in a way that does not feel antiquated or exclusionary. A prime example of multicultural influences enriching the mainstream.

On the other hand, with a respectful tip of the hat to two awesome musicians and showmen, speeding up Santana’s “Oye Como Va” and adding Pitbull’s rap on top of it is not forward-thinking.

The evolving ethnic makeup of America is bringing another quality to the forefront: authenticity.
From the way the many immigrant waves reshaped the original Puritan view of the world, to the way Hispanics are now re-shaping the public discourse, the trend is clear: messages (and music) are getting more human, more authentic. In the new multicultural America we want to see the blemishes, not an Auto-Tuned version of ourselves.

The insights from cultural segments can enrich the entire experience.
Listen to all your constituents rather than trying to make your message as bland as possible so as to not offend anyone. We reject bland as flavorless. Why not incorporate cultural differences into the overall message in the way music can subtly incorporate rhythms, melodies and influences from the whole world? It’s the difference between music that doesn’t offend anyone (but pleases no one either) and music that’s rich with many bold influences.

The real reason all of this is important.
It is not because audiences keep their ethnic background in mind to make decisions about where to spend money and who to follow. In fact, it’s the opposite. Their ethnic backgrounds shape their decisions and behaviors in subtle, almost subconscious ways. For example, some brands marketing to multicultural millennials will shy away from their ethnic roots without realizing that there are immense opportunities in embracing their intrinsic qualities, such as their level of passion and their engagement with social causes. Why not embrace the same qualities when using music to connect with them?

Sound and music are powerful ways to connect with audiences. Just make sure you leverage all the best qualities of your audiences. Music can be safe or it can be bold with all the richness your audience has. That’s not even a choice if you ask me.

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Jose Luis Revelo is Director of Business Development and Music Strategy, Multicultural at Man Made Music.
Talk to him on Twitter @jlrevelo.

There’s one sound that evokes the warmest memories in me.

Even more than a particular taste or smell, this sound immediately transports me to my childhood. To endless summer days at a place where it’s always summer, Panama.

That sound is the sound of leaves rustling in the wind.

The funny thing is that I didn’t even know this until I moved to New York City almost thirteen years ago.

You see, I had never experienced the seasons until well into my adult life. I had never witnessed in person what I now think is one of the most wonderful things, the ebb and flow that is also part of life in general.

And so it was that my summer shrank from permanent to about three or four months out of the year. Then fall arrived with its dying leaves. Suddenly windy days were a thing. They weren’t a thing for me before, ever. So this magical combination ended up giving some big and beautiful trees something they didn’t have all winter: a voice.

So I noticed that this simple, calming sound was inextricably linked in my brain to some of my happiest memories. To sunny days and friends. And most of all, to being a kid and the master of your little corner of the universe on those summer days.

And as often happens with many things in life, I only noticed it when it went away. That’s part of the beauty of sound. It’s at the same time subtle and impactful. It does not need to be at the forefront to provoke a huge emotional reaction. This is one of the guiding principles here at Man Made Music, silence is our ‘white space’ we like to say, to borrow a reference from graphic design.

The clip above was shot at one of my favorite spots, right by the Hudson river. See if it evokes something in you.

Recently, I discovered that another sound, one most people find jarring, had become instead strangely comforting to me. After traveling to distant places and hearing it again at my return I realized it had become a warm reminder of being back at home in the big city. That sound is the sound of sirens piercing the silence of the night. I’ll spare you the clip of that one…

In the year since we helped our friends at Univision create a successful new sonic identity its sonic logo has become a memorable and culturally relevant connection between the brand and its audiences. Rolled out consistently and strategically on their TV networks, radio stations, and as part of their news and sportscasts, the Univision notes are already so recognizable, that Hyundai knows you might want to watch out for the Univision Deportes theme if you want to avoid spoilers for your favorite World Cup game.

Unaided, sonic-only brand recognition in only one year is what we aim to deliver.

Pay attention at second :14 of the funny Hyundai spot above. Luckily, we were not the ones responsible for spoiling the score. Sonic branding at its finest.