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The “ABC_DJ” project (Artist-to-Business-to-Business-to-Consumer Audio Branding System) seeks to provide new tools for European creative agencies in the field of audio branding in order to actively include creators of music, (independent) labels as well as respective multipliers in the audio branding value chains. 

The research contribution of TU Berlin investigates (in cooperation with the University of York) the correlations between musical contents and their acoustic parameters on one hand and brand attributes (such as ‘sportiness’, ‘elegance’, ‘reliability’) on the other hand. Additionally, the moderating influence of the cultural contexts of the music listeners will be examined. Based on the research findings, formal methods and software tools will be developed that enable brands and branding agencies to identify brand-fitting music titles from large music archives in order to automatically create playlists that may be used for marketing and point of sale branding activities such as selection of in-store music.

A further fundamental research aim behind this application-oriented approach is to identify music-internal and external parameters which are constitutive for the perceived ‘semantics’ of music. To answer this question, a pan-European listening experiment will be carried out, resulting in a unique comprehensive empirical data basis. Using machine learning methods, a statistical model will be developed from this in order to predict semantic connotations of musical pieces based on musical and acoustical features of music archive titles, the latter being generated by Music Information Retrieval methods. Furthermore, the statistical model will incorporate the cultural and sociodemographic background of listeners. 

The prediction model developed by TU Berlin will form the basis for further specialized audio branding tools being developed and evaluated externally in other work packages of the ABD_DJ project. 

The Audio Communication Group (Prof. Stefan Weinzierl) leads the consortium of the ABC_DJ project, which is funded as part of the call ICT-19 (Technologies for creative industries, social media and convergence) within the Horizon 2020 Research and Innovation Framework of the European Union from 01/01/2016 until 31/12/2018 under grant agreement no.688122.

Co-operation partners

Members of the consortium:

Heardis! GmbH, Stuttgart / Berlin

Institut de Recherche et Coordination Acoustique/Musique (IRCAM), Paris

Fincons SPA, Mailand

INTEGRAL Markt- und Meinungsforschungsgesellschaft, Wien

Lovemonk SL, Madrid

Fratelli Piacenza SPA, Mailand

Additional cooperating partners:

Audio Branding Academy, Berlin

York Music Psychology Group, University of York


Project Coordinator: Prof. Dr. Stefan Weinzierl
stefan.weinzierl [at] tu-berlin.de

Project Manager: Richard Wages
Contact: richard.wages [at] tu-berlin.de

Martin Herzog

Dr. Steffen Lepa

Andreas Schönrock

Dr. Jochen Steffens

Student employees:

Tobias Müller


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