The End is in Sight!
These past four weeks have been an intense push on the remaining chapters, and I'm beyond thankful with the depth of knowledge we've captured.
Proposals are now in the works for a select group of publishers, and I wanted to update you on the progress, upcoming milestones, and how you can help us to continue to move forward.
#YOLO
The Book So Far
Structure: 25 chapters across six parts.
Interviews: 49 in-depth conversations with leaders from Adidas, Bayer, Google, Meta, Universal Music Group, Sony Music, Warner Music, Interbrand, Wolff Olins, Yoto, and more.
Foreword: Penned by the brilliant Alexandre Perrin of Berklee College of Music.
Case Studies: Real-world examples from Apple, GSK, LEGO, and Mastercard, plus visionary trends extending into 2026 and beyond.
Tone and Ambition: Think Tribe of Mentors by Tim Ferriss, How Brands Grow by Byron Sharp, and Alchemy by Rory Sutherland but with a practitioner-driven, comprehensive framework tailored specifically to music-driven brand marketing, a discipline that's never had this kind of end-to-end guide.
The caliber of contributors who've joined this project truly humbles me. Here's the updated lineup shaping the Bing Bong Book:
Sam Bohn — Award-Winning Music Composer
LinkedInJoe Sauer — Behavioural Science Expert and Neuromarketing Specialist
LinkedInSean M. Smith — ex-VP of Design, Capitol Records
LinkedInKevin Perlmutter — Behavioral Science Brand Strategist and Author
LinkedInPaul Bennett — ex-Global Brand Director, AXA
LinkedInJohn Paul Hughes — Executive Creative Director (ECD), MindField Advertising & Marketing
LinkedInDr. Ray Sylvester — Branding Expert and Professor
LinkedInTim Miles — ex-SVP, Global Sync, Warner Music Group
LinkedInAifric Lennon — Managing Director (MD), Father Music
LinkedInKarsten Kjems — Managing Director (MD), Sonic Minds
LinkedInBjörn Thorleifsson — Director of Research & Insights, amp sound branding
LinkedInDr. Hitesh Raja — Leading AI & Technology, amp sound branding
LinkedInRex Hirschhorn — Research & Data Science Manager, amp sound branding
LinkedIn
Their contributions are outstanding and bring unparalleled expertise to the table that’s never existed in book publishing before.
Book Structure Overview
The Bing Bong Book is organized into six dynamic parts:
PART 1: The Human Origin of Bing Bong Book
PART 2: Music – The Foundation
PART 3: Brand – Building Identity
PART 4: Marketing & Advertising – Music Meets Strategy
PART 5: Sonic Experience – The Core Discipline
PART 6: Future – AI, Voice-First, and Beyond
Completed Interviews So Far (Huge Thanks!)
We're at 49 interviews and counting. Here's a snapshot of some key contributors:
CEO, Record Makers
CEO, Spitfire Audio
Professor, Berklee College of Music
Managing Director, Talent & Brands
Founder, Sonic Boom
Head of Music, RASCAL
Co-Founder, DixonBaxi
Executive Creative Director, Interbrand
Founder, Uncommon Studio
Agency & Marketing Partnerships Director, Bayer Consumer Health Brand
Partnerships Director, Highsnobiety
Managing Director - Google Advertising
Creative Director, Wolff Olins
Head of Music and Sound, Yoto
And many more from Adidas, Meta, Sony Music, and beyond!
Where I Need Your Help!
We're close, but your input would be super helpful. Here's how:
Co-Authors for Open Chapters
A few chapters still seek co-authors (around 4,000 words each). The book currently skews male-heavy, so I'm eager to amplify more women's voices.
These chapters will not be ready for the proposals, so no rush here. However, it’d be great to get them completed before we have to submit our first draft manuscript to the publisher for review!
If you or someone in your network fits, let's connect:Chapter 5: Music, The Business (Labels, Publishing, Sync etc)
Chapter 9: Marketing 101 + The Evolution (and Future) of Marketing
Chapter 13: Budgets, ROI & Proving the Business Case
Chapter 15: Sonic Logos & Audio Identities — How to Create Them
Chapter 16: Step-by-Step Guide to Building Your Sonic Brand
Chapter 17: Best-in-Class Examples (Netflix, Intel, McDonald's, Mastercard, Apple + 2026 cases)
Chapter 22: Emerging Trends — Spatial Audio, TikTok, Metaverse
Chapter 23: Careers in Music-Driven Marketing
Interviews
We're targeting 50 total (just one more!). If you know a leader in advertising, music, or marketing whose insights could elevate the book, an introduction would be invaluable.
A Note of Gratitude
To all who've invested time, stories, and energy: Thank you.
Bing Bong. 🔔
See you next month.
(Latest Update: March 2026)