Core Values
Inclusivity
Creativity
Discovery
Connection
Storytelling
Description
Sona breaks barriers in the music industry by introducing listeners to non-native music that aligns with their tastes, making global music more accessible. Features like AI-generated playlists tailored to users' favorite songs and artist introductions with visuals, albums, and interviews enhance the listening experience. Additionally, Sona blends taste, touch, and smell with music to bring world music to life, offering the essence of each culture and engaging audiences in a dynamic, sensory experience. By bridging cultural gaps, Sona fosters a deeper appreciation for diverse sounds and stories, transcending language.
Brand Personality
Immersive
Welcoming
Exploratory
Open-Minded
Culturally Rich
Target Audience
16–35 years old (Gen Z & Millennials) of all genders are most open to discovering new music and engaging with digital content & immersive pop-up experiences
Education Level: High school, college students, and university graduates
Ethnicity: Diverse and global
Attitudes & Opinions: Rejects music gatekeeping; Emotion over language
Personality Traits: Curious & exploratory; Dreamy & imaginative
Human Truth
The stigma, prejudice, and misconceptions about foreign music, like language barriers and unfamiliarity, prevent many from exploring
By embracing world music beyond what’s common in one’s country, listeners can uncover new sounds and perspectives
Language and culture can be shared through music
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Artist Finder
Connect users to global music by analyzing their listening habits and genres, suggesting global artists with similar styles for seamless discovery beyond the mainstream.
AI-Playlist Generator
Curates personalized music by analyzing mood, tempo, and style, seamlessly introducing global artists that match preferences and broaden musical horizons.
Pop-up Events
The pop-up event experiences bring the brand’s immersive world to life, offering a multi-sensory journey through global music. With themed spaces, live performances, and hands-on activities, each event invites attendees to discover new music, break language barriers, and celebrate the universal power of sound.
Silk and brushed suede packaging symbolize how Sona gently guides users through unfamiliar music, enhanced by interactive photo cards and posters with QR codes offering artist and music info.
Sona captures the essence of each culture, featuring fragrances like Japan's cherry blossoms, green tea, sandalwood, and incense smoke, to create an immersive sensory experience that complements the music of featured countries.
Sona connects users to the flavors of the countries they listen to, offering a taste experience that reflects the cultural essence, like Ethiopia's spicy heat, sour tang, savory richness, and earthy, aromatic notes.
