Hum: Music Production & Audio Branding

Name

Hum: Music Production & Audio Branding

Legal name

Hum

Website

https://hum.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Music Production & Audio Branding Services

NAICS

Sound Recording Studios (51224), Other Sound Recording Industries (512290)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Jingle & Brand Sonic Identity Studios (MPAIALAE)

akta.pro secondary industries

Audio Engineering Services (Tracking, Mixing, Mastering) (MPAIAHAD), Brand Partnerships & Music Placement Services (Non-Exclusive Brand Deals) (MPAIALAM)

Keywords

• Audio branding services
• Music production
• Production music library
• Commercial music composition
• Sound design

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Audio Branding & Original Score Commissions: Commissioned music production for TV channel branding, corporate audio branding, and commercial scores. Joe Glasman and Hum compose original music to picture for broadcasters, brands, and advertising agencies.
2. Hum Tracks Production Music Licensing: Licensing fees for synchronisation of tracks from the Hum Tracks production music catalogue. Available at Production Music rates. Also includes exclusive releases of artist albums on the Hum Tracks label.
3. BMG Production Music Distribution: Hum Tracks represented globally by BMG Production Music from January 1, 2019. BMG handles worldwide distribution of the Hum Tracks catalogue to their network.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Hum is a London-based music production company that composes and produces original music for commercials, audio branding, and TV channel identities for broadcasters, global brands, and advertising agencies. It also operates Hum Tracks, a boutique production music library of several thousand tracks licensed for commercial synchronization at production music rates. The company's work spans brand sound signatures, channel idents, music-to-picture scores, and production music catalogue curation.

Product overview

Hum is a London-based music production company offering two main product lines: Hum Tracks, a boutique production music library featuring thousands of quirky, unexpected, and wondrous tracks for sync in commercials; and Audio Branding Services, a multi-award winning division specializing in channel branding and audio branding for global brands. The company also offers Hum Other, which includes Joe Glasman's mentoring service for music graduates. The Hum Tracks catalogue is distributed globally through BMG Production Music following a 2018 partnership, while the company's audio branding work is delivered directly to clients including BBC, Sky, BT, Exxon, and UBS.

Differentiator

Problem solved

Functional benefit

Brands

• Hum Tracks: Production music library label featuring quirky, unexpected and wondrous music for synchronisation in commercials and media. Launched May 2011.

Products and services

• Audio Branding Services Multi-award winning audio branding and on-screen channel branding services for TV channels and global brands, including sound signatures, music scores, and brand audio identity development. Delivered to enterprise clients such as BBC, Sky, BT Vision, ExxonMobil, UBS, Volvo, and Samsung.
• Hum Tracks A boutique production music library and sync collection featuring several thousand high production value tracks for commercials and media, designed with 'short story' expertise in creating beginning/middle/end pieces that work at 30 seconds or a minute. Licensed for synchronisation globally through BMG Production Music (since January 1, 2019).
• One-to-One Mentoring for Music Graduates Personalised one-to-one mentoring service led by Joe Glasman for music graduates seeking career development guidance and a pathway to working as a professional freelance composer.

Quantifiable outcome

• Over 2 million YouTube views in 7 days for DOE Road Safety 'Classroom' campaign
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• BMG Production MusiccoreChannel Partner/ Reseller/ Distributor · 17 December 2018Hum Tracks signed a global deal with BMG Production Music effective January 1, 2019. BMG represents Hum Tracks globally across their network in London, Berlin, Paris, and Amsterdam. John Clifford, BMG's SVP Global Sales, Marketing & Repertoire and UK Managing Director, stated BMG aims to become 'the new world super-power of Production Music' and Hum Tracks is positioned as a key asset to their worldwide catalogue. Joe Glasman described the partnership as 'thrilled to be hitching our musical wagon to their rising star.'

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Major Tom: UK-based music and audio branding studio serving brands and agencies with bespoke sonic identities. Smaller-scale emerging peer with overlapping London audio branding clientele.

Direct peers

• Audio Network: UK-based production music library licensing high-quality original tracks for film, TV, advertising, and gaming. Closest peer to the Hum Tracks catalogue business, both in geography and positioning.
• Sizzer: Amsterdam-based music supervision, sync, and original music agency working with brands and agencies on commercial campaigns. Direct peer on the sync/original music side of Hum's work.
• MassiveMusic: Amsterdam-based global audio branding and music agency composing brand sound logos, sonic identities, and bespoke music for major brands (Nike, Google, Heineken). Most direct comparable to Hum's audio branding practice.
• String and Tins: London-based music and sound design studio specializing in audio branding and sound for advertising and broadcast. Comparable boutique UK peer to Hum's commissioning work.
• Elias Arts: US-based music and audio branding company producing custom scores, sound logos, and sonic identities for global brands (Visa, Verizon, Coca-Cola). Comparable in scope of audio branding and bespoke scoring for advertisers.
• Antfood: Brazil- and US-based music and sound design studio specializing in sonic branding, original score, and audio post-production for brands and agencies. Closely comparable boutique model to Hum.

Broad incumbents

• Warner Chappell Production Music: Production music division of Warner Music Group providing extensive sync catalogue for media and advertising. Competitor to Hum Tracks via BMG-channel distribution models.
• Universal Production Music: Major production music catalogue owned by Universal Music Group, offering extensive sync licensing across broadcast and advertising. Competes with Hum Tracks at scale and dwarfs any boutique catalogue.

Others

• BMG Production Music: BMG's production music division is Hum Tracks' global distribution partner and a peer at the distribution layer; relevant ecosystem participant rather than direct competitor for bespoke audio branding commissions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hum: Music Production & Audio Branding