The music industry likes to keep them apart. Sonic branding is seen as strategic and composed: logos, themes, system sounds. Music supervision is seen as tactical and licensed: finding the right track for this ad, this film, this campaign.
Brands don't see it that way, and they're right.
Both answer the same question: what should this brand sound like? The sonic logo at the end of an advert and the licensed track that plays before it are heard as one thing. If they pull in different directions, the brand sounds confused. If they're planned together, each makes the other stronger.
That's why a brand's music partner should be able to do both: compose and own on one hand, search and license on the other, all under one idea of how the brand should sound. One team, one brief, one consistent voice.
At Age of Audio, Sonicbrand and RESISTER sit side by side. One builds the sounds a brand owns; the other finds and clears the music a brand licenses. Clients get both, working together.