With the power to move bodies and souls, music can reach you on a primal level, evoking emotions of nostalgia, joy, relaxation, and more. This is why SoStereo’s newly-appointed CEO, Lindsey Camerota, believes there is more to music discovery than algorithms—and she is ready to bring back music’s human heartbeat to form stronger connections through audio.
Playing a special role in transforming her career, Camerota intimately understands music’s power.
“I stumbled onto a college DJ program because I wanted to add an extra dimension to my studies, and I fell in love with it,” she recalls. “The most important thing when you’re a DJ is being able to read the room and adapt—it’s not about forcing your way through the exact playlist you showed up with. And marketing is all about having that kind of agility, too—the best idea is often the one that arrives somewhere along the journey.”
Despite music’s potential in a piece of creative work, it is often overlooked, with Camerota stating, “Unless music is the driving force behind the creative—like you’ve licensed a Rolling Stones track, for example—then it’s the final point of a long process where the budget might have run low, or people are just eager to make final decisions and move on… But, of course, that has a knock-on impact on effectiveness, which can seriously hold a campaign back.”
Creating space for creatives to reflect on their musical influences and the value of audio in their roles, the podcast series from SoStereo, “What About The Music?” was formed. Camerota expressed how that podcast opened the doors for many creatives who share similar frustrations when music gets neglected, stating, “So a big part of what we want to do going forward—and my role as CEO—is to promote a deeper understanding of music’s effectiveness and why it should be a cornerstone of any creative idea.”
Building a musical bank of knowledge and connections to real artists, SoStereo has begun to lean into data to share insights about musical trends but also relies on insights from experts—adding the human element back into the musical space and using research to lay the foundation for audio effectiveness moving forward.
Yes, SoStereo’s insights are based on data (lots of it), but they’re also curated by experts—there’s a human element in making the logical leap from ‘insight’ to action or from knowing who your audience is to knowing what they’ll be listening to in six months’ time.
“Coming from the marketing world, it has always been a laborious and exhausting process getting the right music for advertising. I’ve often felt as a marketer that I was settling for my choice in music due to time or budget constraints”, she says. “But by using real artists, SoStereo is injecting life, beauty, and creativity into a space that can feel overly uninspired and transactional.”
Steering away from the transactional nature of the audio space, SoStereo is looking to generate growth on all sides, understanding the collaborative nature between real artists and brands. Independent artists can better build their careers through strategic collaborations with brands, while brands can enjoy the benefits of working with genuine music.
“It’s not just about picking out a song and moving on to the next thing. What we do goes a lot deeper than that”, she says. “We’re fundamentally a service company. You can come to us with an open-ended brief, and we’ll work with you to find the right artist and song whilst also sharing our insights into why a certain type of music is going to resonate with your audience”.
The people at SoStereo make that possible. “The team is so wonderfully passionate and talented; I’m proud to be a part of it,” she concludes.
