The concept originated during a meeting towards the end of 2017 when Erwin Steijlen discussed the power potential of music with us. The proposed initiative was potent and compelling. Clearly having an emotive influence, music should never be considered the “final movement” in corporate communications. In fact, it is music which has the ability to drive calls-to-action through passionate engagement. Without a doubt, this is an accurate observation. Corporates and major brands are attracted to this concept, and several have subsequently joined forces with Erwin. Music can form an essential element of a brand’s identity as well as its corporate “look, tone and feel”, and inspired discussions inevitably ensued. Coen’s creative cranial cogs spun into overdrive, resulting in an evolutionary twist of the original concept – away from purely corporate. “What if we were to expand from corporate brands, to include cities? Bespoke musical identities for different cities, and using music purely as a marketing tool and not as a city anthem”, Coen initially asked. With Erwin’s endorsement, I was also immediately sold.