NEWS 05 03 2018

TRO x SXSW 2018

Mercedes M-Klasse

TRO is looking forward to participating at the South by Southwest Festival in Austin – the world’s most influential conference and festival for music, film and interactive media.

Ric Scheuss (Chief Client Officer) and Hans Landwehr (Managing Director) will be discussing exciting global and industry-relevant topics in a panel-session during the “New Technologies, New Industries” day at the German Haus as well as sharing insights on the development and application of the technology-driven ‘Sonic DNA’ sound branding process at the official SXSW Next Stage, including the results of research in cooperation with the University of Osnabrück.


// March 11th, 3:30 pm

ExperiencingAI – Panel  /w SinnerSchrader & iconstorm
German Haus (register here)


// March 13th, 12:30 pm

SonicDNA – How Technology Fuels Creativity – Keynote /w Prof. Dr. Michael Oehler, University of Osnabrück
SXSW Tradeshow, Next Stage


For press details, further information and personal meetings at SXSW please contact us: or by using the SXSW delegates database.

Tro Sonic DNA

Music intelligence for the objectively best brand sound

Our ambition

Brands thrive on emotions. Emotions generate loyalty. Nothing conveys emotions and tells the story of a brand more effectively than music and sound. Identifying, composing and producing dangerously effective music and sound for brands is our ambition. In an efficient sound-branding process, we determine the brand music that accurately fulfills your brand equity definition. Free from any gut feeling, without the bias of subjective taste and time-consuming discussion. In short: objectively attestable and with evidence previously unknown.


Two and a half years of intensive cooperation with the University of Applied Sciences in Duesseldorf and the University of Osnabrueck have paid off. With the launch of TRO Sonic DNA, we are entering the future of auditive brand management on the basis of valid data, artificial intelligence and analytics. The innovative attribute in sound branding is: Objectivity. Thanks to TRO Sonic DNA, we are in a position to accurately translate the emotional character of a brand personality into music and sound.

The difference

Research into how music works emotionally has been done for a long time. The relevant sciences have long been occupying themselves with self-learning algorithms that identify and classify emotions in music. We are the only sound branding agency that combines music and sound theory with data intelligence and automatic learning – and applies this to brands.


NEFF Sonic Branding
Somat Brand Song
Eurowings Brand Song