Julian Steenbergen was a full-time producer and DJ with millions of streams. Then a client in Saudi Arabia pulled him into a different world: composing sonic identities for cities, developments, and Al Hilal, the biggest football club in Asia. Now he runs Human Sound Studio, giving brands the one identity asset almost none of them have: a sound. In this episode, Julian and Alexander get into why sound reaches people faster than anything visual, what a sonic identity actually contains, and why luxury, the industry that perfects every visual detail, keeps handing its soundtrack to a staff playlist.

What's covered: How a Dutch DJ ended up composing for Saudi football's biggest rebrand

What's inside a sonic identity: audio logos, campaign music, and the ecosystem around them

The study behind the number: customers are 7x more w ...