Three seconds. That’s all brands get before audiences scroll on - and miss their message entirely. In an era of short-form content, attention-grabbing intros are everything. But while the industry leans on automation to solve the puzzle, at Audio Network, we’re still backing something far more powerful: human intuition.
Our Head of Branded Content, Kaitlyn Pearce, recently spoke at the Digital Marketing World Forum (DMWF) on the panel “The 3-Second Hook: How to Dominate Video Marketing.” Drawing on her experience across global markets - from leading our APAC team to spearheading our UK initiatives - she shared why cultural nuance, musical instinct and emotional connection still matter most when crafting the perfect hook.
“Moving from APAC to the UK/EMEA market has been eye-opening, not just due to the lack of sunshine,” she laughed. “Both cover large territories, encompassing multiple languages and various cultures. However, the approach to this does differ between the two markets.”
While APAC audiences demand localisation on a country-by-country level, the UK market tends to adopt broader messaging - often with a global lens. It’s a key insight for brands trying to scale creative across platforms and borders.
“In the UK market, the approach is on a larger scale and in more traditional media,” Kaitlyn explained. “Creatives put on a global lens, perhaps due to the crossover with other markets and the number of head offices in the region.”
Where We Stand on AI in Creative
As AI continues to evolve, its role in music marketing is being hotly debated. Our position is clear: AI can support creativity - but not replace it. For us, technology is a tool, not the talent.
“We have made a stand as a business that we will use AI to make ours and our customers’ lives easier but we won’t use it in any way that takes creativity away from humans,” said Kaitlyn.
We use AI to assist with operational efficiencies - like speeding up music searches - but when it comes to the final call on what resonates emotionally, it’s our people who make the difference.
Our Creative Managers know our catalogue inside and out, and use their expertise to connect the right track with the right story.
“Music is so subjective, everyone hears it differently and interprets it differently,” said Kaitlyn.
Even as AI-generated music improves, clients still look to us for music that sounds - and feels - human.
“From the conversations we have had with clients, while it is a tempting offering, most are hesitant to use AI-generated music as the quality does not currently compare to human-made.”
Bringing Trailer Tension to Branded Content
One of the newest additions to our catalogue speaks directly to the art of the emotional hook: our partnership with Audiomachine, Hollywood’s go-to trailer music specialists.
“We are so excited about the partnership with Audiomachine, which brings their wealth of exceptional trailer music to our customers,” Kaitlyn explained.
Trailer music is built for impact. It’s designed to spark immediate emotion - a perfect fit for branded content that needs to stand out quickly. Through this partnership, we’re giving our clients access to the same sonic intensity used in blockbuster storytelling - now available for brand campaigns, promos and digital content.
Why Our Human-Curated Approach Still Wins
In a landscape that’s increasingly automated, we continue to champion human creativity. Our team doesn’t just understand music - they understand how music connects with audiences across formats, regions and emotions.
At Audio Network, we provide original, high-quality music recorded at the world’s most prestigious studios, with expert support from real people who love what they do. From sync strategy to music supervision, we’re here to help brands make their stories stick - in three seconds or less.
With curated collections and playlists, and super-fast AI-powered search tools, we make it easy for you to find the right music. Filter your search results by musical style, mood, instrumentation and more, plus advanced features including BPM, key and lyrics. Get started today.
Need Music for Your Project?
At Audio Network we create original music, of the highest quality, for broadcasters, brands, creators, agencies and music fans everywhere. Through clear and simple licensing, we can offer you a huge variety of the best quality music across every conceivable mood and genre. Find out how we can connect you with the perfect collaborator today by clicking the button below!
