Our process
OUR PROCESS
The world’s best brands approach Giant Step with a wide range of needs within music and culture from business challenges to exciting opportunities.
WE NEVER DO THE SAME THING TWICE
We stand behind a highly bespoke and individualized approach to all of our clients’ projects.
We carefully disseminate each client’s business needs, auditing their brands and their respective challenges and opportunities.
We are completely agnostic around music, as we do not represent artists or labels. Any music we put forward is entirely based on the client’s needs and objectives.
OUR AFFILIATES
Our business partners include: the world’s leading music rights holder, indie record label, live music venues and festivals, data platform, content creators and media companies.
Our clients benefit from our proprietary knowledge and access to these services.
Giant Step is an investor in Audigent, the leading data activation, curation and identity platform. Their pioneering data platform unlocks the power of privacy safe, first party data to maximize addressability and monetization of media at scale without using cookies. Audigent’s verified option data drives monetization for partners such as Conde Nast, TransUnion and Warner Music Group.
Includes Okayplayer, a hip hop website community founded by Questlove and OkayAfrica a digital media platform dedicated to African culture, music and politics. The site has become a popular destination for Africans on the continent and in the diaspora.
Music rights holders with a diverse collection of over 62K copyrights by highly acclaimed artists and songwriters across Pop, Rock, Dance, Hip Hop, Country and other genres. Catalogue includes: The Weeknd, Stevie Nicks, Paul McCartney, Childish Gambino, Dave Grohl, Kid Cudi, Jimmy Jam & Terry Lewis, Young Thug, ZZ Top, John Legend, Lorde, XXXTentacion.
Award-winning independent label home to IDLES, Fela Kuti, Cigarettes After Sex and Beth Orton. The label has offices in London and Los Angeles, as well as in New York City, where the company was co-founded
in 2007.
Fastest growing music festival on the West Coast. Desert Daze is a different kind of art & music festival, and is the fastest growing music festival on the West Coast. Past headliners include: Tame Impala, Iggy Pop, War on Drugs and Wu Tang Clan. Desert Daze was nominated for Festival of the Year by Pollstar in 2021 & 2018.
Talkhouse is a Webby-Award-winning podcast company whose network comprises of shows like the Talkhouse Podcast, Bjork: Sonic Symbolism,” The New Republic’s “The Politics of Everything,” Emil Amos’s “Drifter’s Sympathy,” and Open Mike Eagle’s Stony Island Audio Group. Talkhouse is built on a foundation of Creators—musicians, filmmakers, actors, athletes and more.
Since its inception in NY in 1987, it has grown into a comprehensive leader in music and entertainment. Including: venue ownership and management, festivals and touring. With offices and venues in New York, Spokane, Boise and Los Angeles, KFE is active across the United States in all markets.
THE GIANT STEPS TO A MUSIC STRATEGY
STEP 1
What’s your audience’s musical identity?
Music influences our personal identity from an early age from how we enjoy ourselves to how we interpret complex emotional concepts.
We mark key moments in our lives through songs and sounds. Through a deep understanding of your audience, GS develop a profile based on the music they have an emotional connection with.
STEP 2
What does the music mean in culture?
But music doesn’t live in a vacuum. It’s a part of the social fabric and carries its own equities - communicating meaning in that context.
Each artist and song has a cultural, social, and historical value and GS decodes what the music symbolizes to your audience in order to effectively apply it to your marketing and messaging.
STEP 3
How does the music move your audience?
Beyond the subliminal, music has been proven to have both psychological and physiological effects on the listener.
From pitch to pace, tone and timbre, music has countless ways to mimic our emotional responses and can create the same bodily sensations that excitement, anger, anxiety, and passion can.
Our Tools
Through a combination of semiotics, analysis of social sentiment, and music psychology - we develop strategies that allow brands to harness the power of music to create a greater connection with the audience.
We apply this learning to curation, supervision, and original composition to create sonic experiences that are emotionally resonant and increase the impact of your brand interactions.
Our Services
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CONCERT PRODUCTION & BRAND EXPERIENCES
From intimate shows to festival size audiences, and from bespoke installations at hotels to brand experience centers - we’ve seen and done it all
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MUSIC & CELEBRITY PARTNERSHIPS
Identifying the best talent to work with our clients is an art form for us - grounded in music business acumen, curatorial experience and a rare and eclectic musical taste.
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MUSIC STRATEGY & CONSUMER RESEARCH
We use a combination of audial semiotics, targeted focus groups to generate “deep dive” qualitative, quantitative and trend-based consumer research for brands who are interested in leveraging music in their marketing.
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SONIC BRANDING & IDENTITY
We develop sonic branding tools, as well as music usage guidelines, which serve as a roadmap for a brand’s musical identity.
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MUSIC COMPOSITION
Original composition and sound design for film, TV documentaries, commercials, and social content.
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MUSIC SUPERVISION
Music search and licensing for film, TV, documentaries, commercial, social content.