Joost Haarsten speaks on how music plays with our emotions.

In this CreativeMornings/Utrecht talk, Joost Haarsten speaks on music and brands. He believes that music can build a perception and personality, giving a brand attitude, perceived values and character.

About the speaker

Emotions are a critical factor in decision making. Since music is emotion, it is an exceptional tool to load your brand or message. 150 db, founded by Joost Haartsen, connects music and brands. 150 db creates campaigns and concepts for companies and consults brands that want to emphasize their values with music. Until 2010 Joost was a member of the dutch band IOS (IsOokSchitterend), which he started in 1996.

After graduating he worked for 5 years in the music industry. First at BMG later at Sony BMG Music Entertainment. There he was responsible for marketing and project management for several artists like Do, Boris, Krezip, Justin Timberlake, The Backstreet Boys, Oasis, TOOL, Britney Spears and many others. Representing these artists gave him insight in how music can be connected to brands and vice versa.

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