e influence of visual stimul

how music is perceived ♪

and image is an important strategy for bot
secrated artists (Taylor, 2013).
and is what makes people relate to the ar
and it makes them transcend from simpl
l fans.

♪ Intro
4) says "The creation of a brand identity
xtra touch of professionalism as they ent
music industry”.
MUSIC INDUSTRY BRANDING:
Logo
Album artwork
Color palette
Fonts
Merchandise
Videos (music and non-music)
Gestures and mimics
Photos
Clothes and stage costumes
Visual branding
Other promotional
Props
Etc.
g and manifests a consistent and relatable communication to the fans, can people also b
higher quality?
ect can impact the marketing industry and personal or professional success, whether we talk
Lipscomb, & Kendall, 2013; Matthew, John, Catherine, & Jean, 1998)

Influe
 garding how different stimuli such as vis
ual narrative elements, both valid concept
ell, were analysed. All this was done in o
image about how easily can music perce
r distorted.

Lite
aper was to find if visual information in turn could influence how mu

experimental groups
haracteristics – positive affect images
haracteristics – positive movie excerpts
haracteristics – negative affect images
haracteristics – negative movie excerpts
Boltz, Ebendorf and
an influence on how music characteristics were perceived, the positi
3 groups:
g the audio version of a symphonic perfor
g the audio-video version of a symphonic

g the video version of a symphonic perfor

A
2 – Highest emotional response to music
ps:
ng accompanied by an abstract clip from an animation mo
ng accompanied by a storyline-rich clip from the same ani

appreciated more when a storyline was used in the visual s

inger et. al. suggests regarding music industry and marketi

ance the quality of appreciation of a song, but clarity and
Geringer, Cassidy an
s:
n of a violin performance
version of a violin performance

m Group 2 perceived the pitch, melody and vibrato to be bet

perts
at the influence of visual stimuli can also occur in the case of
Gil
usic at a professional level and who analyse it objectively, a
n-specialized fans (Gillespie, 1997).
groups:
uality audio
uality audio-video

as evaluated approximately the same in both sit

stimuli compensated for the lack of quality
articipants in the the low-quality audio-video
Iwg
chness higher than the ones in high quality aud
oups
h major intervals + happy facial expressions
ith minor intervals + sad facial expressions
ith major intervals + sad facial expressions
ith minor intervals + happy facial expressions
ked to assess the emotional value strictly of the vi
Tho
music was not perceived as being emotionally po
ed with sad expressions
2 groups:
g the emotional valence of a song
g the emotional valence of a performanc
ame audio

the son
stimuli definitely influenced how Tho
cting a higher emotional response
8 groups:
onal valence in agreement or disagreeme
ts
less of the positive and negative order an
ideos, visual stimuli affected the valence

f visual stimuli is much stronger when th

ative emotional valence
s:
ying the piano with almost no physical movement
ead movements
movements
aracteristics and quality characteristics were evaluated higher
displayed

er suggests that body expressiveness may be seen as a mark

Juchnie
ic, with the lack of movement being rather characteristic of be
quired to focus on the transmitted emotion and expressivenes
2 groups:
io material of Nessun Dorma
o material of Nessun Dorma
s appreciated more with a video
E
ive stimuli influence
eived to be of a better quality when positive visu

eived to have a bigger emotional impact when n

d some times less desirable
thentic values
used in branding) can compensate for the lack o
♪
tists – good to use in branding and communicati
Thank you!