JOYSOUND × Dentsu Inc.: "Instant Entertainment" that Drives Corporate Purpose from Sound Logos

JOYSOUND (XING) and Dentsu Inc. are launching a new initiative to leverage "Sound Logo Karaoke" for corporate purpose-driven actions. Why are these two companies, who have collaborated on various content development projects including advertising experience development, startup partnerships, and company anthem initiatives, focusing on sound logos now? What is the value of sound logos for companies and organizations? Project members discuss.

【What is the Sound Logo Karaoke AWARD?】
The "instant entertainment" that determines the No. 1 corporate/organizational unity. A new employee-participation award hosted by JOYSOUND. Companies and organizations submit their uniquely created sound logos for karaoke distribution on JOYSOUND. After preliminary rounds, a real-world event hosts the finals. Through performances of the Sound Logo Karaoke and short presentations about the feelings behind them, the best Sound Logo Karaoke in Japan is decided.
 

Sound Logo Karaoke AWARD Official Website

Targeting corporate management challenges through "instant entertainment"

Dentsu Inc. Morimoto: The "Sound Logo Karaoke AWARD" is a new content initiative launched through a partnership between Exing and Dentsu Inc. First, could Exing's General Manager Teramoto tell us about the background leading to the launch of this project?

Xing's Teramoto: We've been exploring branding for JOYSOUND from a perspective different from conventional promotions. Through the company song contest, we began ongoing communication with Mr. Morimoto and Dentsu Inc., discussing differentiation from competitors and new possibilities unique to JOYSOUND. What emerged was an initiative leveraging JOYSOUND's assets to contribute to corporate branding while also aligning with our own purpose branding. This project began as a new challenge, one that combines business potential beyond just karaoke.

Dentsu Inc. Morimoto: Mr. Fukui and Mr. Murase from XING, who joined the project later, what were your initial impressions?

Xing Fukui: While caught up in daily work, I vaguely felt, "This can't go on; there must be more we can do." When Teramoto told me about this project, I remember feeling my heart race with excitement, thinking that working with Dentsu Inc., we could create and realize a story that would move people's hearts and drive them forward.

Eksing Murase: I joined shortly after transferring from the sales department. I remember feeling excited when Teramoto described it as "a challenge starting from a completely blank slate." I approached it positively, thinking I might be able to bring in the challenges I'd observed on the front lines during my sales days, and that it could be a chance to share my own thoughts and feelings about JOYSOUND.

Dentsu Inc. Morimoto: Eguchi-san, who worked on the front lines with Xing on various projects and also co-planned this initiative, what were your impressions of this new endeavor?

Dentsu Inc. Eguchi: I believe the karaoke JOYSOUND offers the world has the power to bring people together. Now that the pandemic is easing and we're returning to times of gathering together, I felt the potential of entertainment's power to create unity in real spaces. Projects with Xing always excite me, and this one, themed around the "instant entertainment" of sound logos, felt like an interesting challenge with a fresh approach.

Dentsu Inc. Morimoto: Planner Masuda, could you share what you felt while planning this project?

Dentsu Inc. Masuda: Personally, the process of co-creating ideas with Xing was genuinely enjoyable every single time. There was a phase where we reviewed and categorized nearly 500 ideas. Normally, I think you'd decide the direction internally before proposing it to the client. But this time, we narrowed down the ideas while exchanging opinions with Mr. Teramoto and the team, asking, "We're thinking about this—what do you think?" The feeling of the plan taking shape through that co-creation process became a huge asset for me personally.

The Origins and Present of Sound Logos. What is the Value of Communicating Through Short Sounds?

Dentsu Inc. Morimoto: This time, we launched the project feeling the potential of sound logos. What meaning do sound logos hold in this era? Creative Director Sasagawa, please share your thoughts.

Dentsu Inc. Sasagawa: The origins of sound logos date back to the 1930s, when radio became a widespread advertising medium. In radio, where visuals couldn't be used, jingles and theme songs emerged as a way to leave an impression of a company using only sound. These are considered the prototype of today's sound logos. Later, with the spread of television, they became established as short phrases played at the end of TV commercials, evolving into symbols of corporate image. Today, with the increase in audio touchpoints like smartphones, apps, podcasts, and social media, the value of memorable sound logos has grown significantly.

Dentsu Inc. Morimoto: And now, in the 100th year of the Showa era, marking 100 years since the start of radio broadcasting, what significance does this renewed focus on sound logos hold for XING?

Xing Teramoto: Sound logos serve as a means to convey a company's worldview and service characteristics in a memorable way, while also functioning as advertising. Moreover, the fact that it is "sound" makes it feel highly compatible with JOYSOUND. It's a sound that casually enters your ears during daily life. This familiarity naturally connects with karaoke, an everyday form of entertainment.

Beyond just entertainment affinity, I also feel it resonates with our company culture and values.

Dentsu Inc. Morimoto: Mr. Fukui, what was your initial, intuitive impression of this new idea for a sound logo karaoke?

Xing Fukui: My first impression was that it was simple, easy to understand, and seemed fun. I also remember thinking, "I'd love to sing all those sound logos I hear in daily life on karaoke!" and imagining how much more enjoyable karaoke would be if you could sing them in certain situations.

Xing Murase: Having been involved in music for a long time, from that perspective, I believe sound logos are music anyone can hum along to and anyone can enjoy. Karaoke songs tend to divide people based on preference, but sound logos are short and catchy, making them accessible to a wide audience regardless of taste. I feel they are a form of music that sticks in your memory and is easy to share.

Dentsu Inc. Morimoto: It also seems like it could naturally bring together businesspeople from different companies. Masuda-san, from a planner's perspective, what aspects do you find appealing?

Dentsu Inc. Masuda: The combination of sound logos and karaoke—things that seem unrelated—creates a few seconds of "instant entertainment." That was a major discovery. Entertainment usually requires some time to enjoy, but this project condenses its essence into seconds. What's also incredibly unique is how it ties into corporate branding and purpose communication. I find the boldness of creating maximum excitement in such a limited time fascinating.

Dentsu Inc. Eguchi: You often find yourself unconsciously remembering a company's sound logo through its melody, right? Being able to sing that in karaoke is new and fun. Personally, I'm tone-deaf and not great at karaoke, but with a sound logo, it only takes a few seconds and feels less embarrassing. It seems like it could be used in various scenarios—as a quick song for communication between employees, to kick off or wrap up an after-party. From a consumer perspective, I feel it could become a new catalyst for communication.

Dentsu Inc. Morimoto: Exactly. The low barrier to entry—how easy it is to implement—is a major appeal. You can use it with a lighthearted approach, like "Let's wrap up this meeting with the sound logo." That might be why it has the potential to naturally permeate throughout a company.

A New Approach to Purpose Penetration That Generates Empathy Inside and Outside the Company

Dentsu Inc. Morimoto: This project proposes a new form of communication using sound logos to companies and organizations. Specifically, it has two pillars: "Sound Logo song distribution for karaoke" and "Participation in the Sound Logo Karaoke AWARD." Could you explain the objectives behind these?

Xing Teramoto: This time, we structured participation around song distribution via karaoke. While the excitement of the award event itself is certainly appealing, our core desire is for companies to effectively utilize the sound logo material itself for both internal and external communication. Companies can utilize their existing sound logos as-is. Alternatively, they could revive and remake past sound logos from discontinued products, creating brand actions that evoke a sense of nostalgia. Especially with the milestone of Showa 100 (2055), this could serve as an opportunity for companies to revisit their roots and rediscover their heritage. Furthermore, with younger generations, including Gen Z, regularly enjoying karaoke, we feel distributing sound logos for karaoke is an effective way to connect with them.

Dentsu Inc. Morimoto: Indeed, the idea of sound logos with a history reaching Gen Z is unexpectedly interesting. It means they can become touchpoints with a broad range of consumers, including across generations.

Xing Teramoto: Sound logos inherently serve as a bridge, connecting companies and consumers as an advertising tool. By adding the processes of "creating" and "singing" this time, we've incorporated the power of co-creation and unity within the company. This makes it an initiative that covers both internal and external aspects. I see the value of this project in how these two axes function simultaneously.

Dentsu Inc. Morimoto: Masuda-san, how do you see the effects each process—creating and singing the sound logo—brings to the company?

Dentsu Inc. Masuda: Personally, I feel the process of creating a sound logo is quite similar to a high school cultural festival. When a shared goal emerges, employees naturally unite. At that point, internal branding has already begun. Furthermore, singing and disseminating it becomes an output that communicates the company's stance and purpose externally. I believe this few-second sound holds the communicative power, as Mr. Teramoto mentioned, to influence both internal and external audiences.

Dentsu Inc. Morimoto: Eguchi, what potential do you see in the effectiveness of "short" content like sound logos?

Dentsu Inc. Eguchi: Creating a song requires many steps, but I see a sound logo as a condensed version of those elements. Moreover, it can be enjoyed as "instant entertainment." When a company wants to express something based on its purpose, I feel this could become a new form of entertainment—something naturally shared through just 10 seconds of sound. It fosters employee unity while also becoming a breakthrough for new challenges. I see it as an initiative with that kind of scalability.

Dentsu Inc. Morimoto: The significant impact achievable with minimal effort is also key, right? Even though it's short, it's easily adaptable to diverse content like social media and commercials. Furthermore, its continuous distribution via JOYSOUND can create new touchpoints with consumers. I find it a compelling project in terms of return on investment.

Connecting organizations and people through a few seconds of song. The potential of instant entertainment

Dentsu Inc. Morimoto: The Sound Logo Karaoke AWARD is a unique competition where companies and organizations take the stage representing their brands, pouring their hearts into songs lasting just a few seconds. What are the key highlights for viewers?

Xing's Teramoto: How participating companies choose to express their sound logos. Just watching that alone conveys the passion and ingenuity packed into such a short time. Some might sing it straightforwardly, while others will challenge themselves to "leave their mark" with their own unique arrangements. I feel the gathering of these diverse expressions itself becomes compelling entertainment.

Xing Murayama: Attention will likely focus not only on familiar corporate sound logos but also on newly created ones. Why that particular melody? What was the intention behind it? Getting a glimpse of the "birth story" through the presentations before the singing is another unique charm of this award.

Dentsu Inc. Morimoto: There's also a wide range in the "types" of sound logos themselves, right? From musical ones to those resembling dialogue or sound effects. What kind of expansion can we expect?

Xing Fukui: Sound logos that are like sound effects, such as "Daaaan" or "Kaan," instantly become more fun when music and lyrics are added and sung. There's also the surprise of realizing "Oh, that's how it's pronounced" or "That's the pitch," which I think creates laughter and a sense of unity.

Xing Murase: On the other hand, there are also sound logos that are just dialogue. I'm looking forward to seeing how those are finished.

Dentsu Inc. Eguchi: We really hope companies that already have sound logos will take this opportunity to apply. And for companies that don't have one yet, we hope this award becomes the catalyst for creating one.

Dentsu Inc. Morimoto: Masuda-san is part of Dentsu Inc. recruitment branding team. Is this initiative also effective from a talent acquisition perspective?

Dentsu Inc. Masuda: I believe so. The essence of the company is condensed into a short duration, making it easier to convey its atmosphere and corporate culture. Even just seeing the performers and the vibe on the award day conveys something. Today's students and young professionals tend to prioritize "who they will work with." In that sense, I think this initiative is highly effective for recruitment.

Dentsu Inc. Eguchi: Sometimes, getting a sense from a few seconds of performance sticks in people's minds better than carefully reading company brochures. The entire process, from creating the sound logo to releasing it to the world, should become a compelling story that conveys the company's appeal.

Dentsu Inc. Morimoto: The appeal lies not only in the event itself but also in its subsequent utilization through karaoke distribution.

Dentsu Inc. Eguchi: Yes. It's not just about singing at the awards ceremony and ending there; it has sustainability because you can sing it anytime afterward on JOYSOUND. I think a key strength of this project is that it creates an environment where not only employees, but also external stakeholders and the general public can repeatedly encounter it.

Dentsu Inc. Sasagawa: The official website gathering sound logos from various companies sounds fascinating in itself. Just comparing them would be fun, and you might catch glimpses of the companies' thoughts and stories behind familiar phrases. I can't wait for it to go live.

Dentsu Inc. Morimoto: By the way, for this project, we also had the folks at XING sing the sound logos themselves as part of the karaoke experience video.

Dentsu Inc. Morimoto: How did you find actually singing them?

Xing Murase: It was great that we could all enjoy singing together and get hyped up at the same level. Plus, since it's short, I thought it was appealing that even people who aren't great singers could easily join in.

Xing Fukui: You don't often get the chance to shout out a company or brand name, do you? That's exactly why singing it felt strangely fresh. Singing so much during filming made it even more so (laughs).

Dentsu Inc. Morimoto: Combining sound logos with karaoke made for a really fun shoot, didn't it? Great work, everyone!

Xing Teramoto: We'd be thrilled if many companies and organizations would participate. Submissions for the Sound Logo Karaoke AWARD are open until Tuesday, September 30, 2025. We look forward to your entries!

Apply for the Sound Logo Karaoke AWARD here