Cubitts music strategy proposal (March 2025)

OUTSOUND

Creative Music Strategy Proposal

(Confidential / Internal use only)

- March 2025

MUSIC KNOWS NO BOUNDARIES. IT TRANSCENDS LANGUAGE, INFLUENCES EMOTION, EVOKES MEMORY AND CONNECTS US IN HARMONY.

London-based music consultant and curator Mathew Hayman, alongside a global team of collaborators, specialises in creating compelling sound narratives designed to amplify tone of voice and drive engagement.

Born from a passion for music and a desire to bring music out of the background to celebrate artists through discovery in an authentic brand experience.

Our approach is formed by a deep understanding of the emotional impact of music and culture, as well as evolving audience expectations.

We work with like-minded visionaries to cut through the noise, challenge the overplayed, and inspire through the power of music.

OUTSOUND -

Trusted By

THE SOUND OF

Cubitts : The Modern Spectacle Maker

The music for Cubitts needs to be subtle, melodic, and unobtrusive, helping to create a positive atmosphere that reflects the brand's modern, elegant, and timeless character. It should flow effortlessly throughout the stores, providing a sense of comfort without becoming repetitive or overwhelming. Instrumental tracks are ideal, as they keep the focus on the customer experience by avoiding lyrics. The sound should evoke trust and reassurance while also introducing an element of surprise, mixing familiar melodies with unexpected twists. This carefully curated, understated soundtrack will complement the brand's design principles and foster a unique, welcoming sound that appeals to Cubitts' discerning customers.

Based on the initial conversation

INSPIRED BY

THE SHAPE OF SOUND

How the music should be the object of beauty, history, and humanity

The music should be bespoke with a purposeful balance of texture and tone, reflecting the structural integrity of the brand. It should unfold in an organic flow, guiding listeners on a journey of auditory discovery like a carousel. Starting with minimal textures of sound, gradually building in vibrancy adding depth and resonance as the day progresses and ultimately returning to a state of tranquil simplicity.

The sound will reflect this ethos and the brand's values, creating an intimate, almost cinematic atmosphere that transcends genre and aligns with the brand’s aesthetic. By drawing parallels between instrumentation and materials, paying homage to the heritage of its design inspiration to reinforce Cubitts' identity through the brand experience.

Cubitts - Timeless craftsmanship, modern minimalism, and intellectual cool.

SPEAKING IN SONG

How the music collection relates to the brand

Chamfer. Precision, refinement, and subtlety, this track embodies fine craftsmanship, attention to detail, and smooth elegance.

E.g.

Caoilfhionn Rose - Josephine
A graceful, jazz-influenced piece, offering a sense of intimate precision with its understated performance and finely crafted sound.

Steel. A modern take on the classic, this track represents strength with innovative sensibilities, seamlessly blending tradition with modern flair.

E.g.

Khruangbin - May Ninth
Combining funk, soul, and modern sounds, this track echoes the timeless qualities of steel, blending vintage vibes with contemporary production.

Titanium. A fusion of strength and sleekness, balancing power with refinement.

E.g.

Luke Temple - I Can Dream
Dreamy, with expansive soundscapes, it captures the lightweight yet powerful aesthetic that's both ethereal and strong.

Popism. A collection of the bold, daring, and unapologetic.

E.g.

Jungle - Goodbye My Love
Bold, effortless energy creates a rhythmically intense track that perfectly embodies the vibrant and a fearless spirit

New Tomorrow. Sleek, fresh, modern, and streamlined, symbolising innovation at its core.

E.g.

Ezra Feinberg - Flutter Intensity
A relaxed, ambient track with a clear, uncluttered structure, evoking a sense of clean innovation and forward-thinking minimalism.

Golden Age. Inspired by and capturing a blend of nostalgia with forward-thinking innovation, blending influences from past genres.

E.g.

Kyu Sakamoto - Sukiyaki
A timeless classic that never feels overplayed, exuding elegance and nostalgia. Its melody perfectly blending the past with a sense of enduring grace.

INSTORE MUSIC

Playlists

SAMPLE PLAYLIST ONE

The tracks are an exploration of simplicity and sophistication, where sparse instrumentation -often instrumental, lays the foundation for a dynamic yet unobtrusive atmosphere. The playlist moves from the gentle, ethereal melodies of Cleo Sol and Thee Sacred Souls, to the captivatingly cool textures of Khruangbin and Molly Lewis, creating a sense of refined, almost cinematic ambience. Every piece evokes trust and reassurance, with an occasional surprise twist that draws from familiar sounds while introducing modern, unexpected flourishes.

Refined & Sparse, weaves together a sonic landscape that mirrors the understated elegance and timeless craftsmanship of Cubitts. With a carefully curated selection of tracks, it offers a balance of precision and subtlety, mirroring the brand’s ethos of modern minimalism and intellectual cool. From the airy elegance of Dorothy Ashby’s "Come Live With Me" to the rich, atmospheric tones of Nina Simone’s "Baltimore," the sound flows seamlessly, guiding listeners through an evolving auditory journey.

Titanium – 15%

Chamfer – 10%

Steel – 20%

New Tomorrow – 15%

Popism – 25%

Golden Age – 15%

With tracks like Sun Ra’s visionary "Dreaming" and the funk-infused rhythms of Menahan Street Band’s "The Traitor," Bright & Vibrant delivers a fusion of the bold, the innovative, and the timeless. The music evolves from playful, colourful textures to more layered and intricate compositions, aligning with the organic flow that mirrors' its ethos. Each track serves as a reflection of modern minimalism, capturing the ability to mix tradition with contemporary flair, offering moments of surprise while maintaining an overall sense of cohesion.

The Bright & Vibrant playlist pulses with energy, reflecting Cubitts’ dynamic yet refined approach to craftsmanship and design. This collection brings a fresh, optimistic atmosphere with an eclectic mix of upbeat, melodic tracks that add a burst of vibrancy to any space. From the smooth, jazzy flow of Makaya McCraven’s "High Fives" to the soulful groove of Mavis Staples’ "Anytime," the playlist brings together diverse influences, creating a lively yet seamless backdrop.

Titanium – 15%

Chamfer – 10%

Steel – 15%

New Tomorrow – 20%

Popism – 10%

Golden Age – 30%

The playlist weaves intellectual cool elements, such as the reflective mood of Teebs’ Atoms Song and the immersive textures of Huerco S.'s The Sacred Dance, creating an environment that invites calm yet thoughtful engagement. With its emphasis on instrumental sounds, it ia never overwhelms but instead flows effortlessly, providing a subtle yet captivating atmosphere. This curated soundscape mirrors the brand’s journey of transformation and adaptation, creating an environment that feels both grounded and innovative

Clear & Focused (Testing Room) is inspired by precision, capturing the essence of a sensory journey, much like the experience of an eye examination. The music flows through a dynamic blend of tones, evolving like the subtle adjustments made during an eye examination, with each track delicately building on the next. From the tranquil, atmospheric qualities of Gigi Masin’s Clouds to the modern, minimalist groove of Four Tet’s Two Thousand and Seventeen, the music offers a seamless blend of introspection and focus.

Titanium – 15%

Chamfer – 10%

Steel – 15%

New Tomorrow – 20%

Popism – 10%

Golden Age – 30%

COLOUR OF TONE

Instore Music Strategy

The music should be shaped by tone rather than genre or tempo. This is viewed through a palette of sounds that evolve with a dynamic mix of styles throughout the day. The music programme/schedule will allow the tracks to form a seamless blend, adding an audio texture that builds gentle vibrancy throughout the day, perfectly syncing with the natural rhythm of each location.

Each playlist will be carefully curated through these principles and reflect the materials to create an authentic brand sound.

09:00

11:00

13:00

15:00

17:00

19:00

Sun - Thurs

Fri - Sat

Refined & Sparse

Bright & Vibrant

Clear & Focused

Bright & Vibrant

09:00

11:00

13:00

15:00

17:00

19:00

Clear & Focused

E.g.

RETUNE

Service and final thoughts

Username	cubitts.gb.8z6h
Password	ZMZBVVAV

Much like the frames, which are not just functional but a statement of personal style, the music is designed to resonate with each guest. The sound is constantly shaped by the environment and the customer’s journey, ensuring it is always relevant, fresh, and deeply connected to the brand. This evolving strategy mirrors the process of adding accessories to a frame, just as a frame can be customised with different elements to suit the brand and/or location, as the music evolves with subtle shifts, enriching the experience and enhancing the overall atmosphere.

Download the app, log in and liste

https://www.kollekt.fm/downloads

Music Identity: A bespoke music collection that includes three core playlists for in-store use, comprising up to 3 hours (initially between 9 -15 hours) of music per playlist. Meticulously crafted and tailored to reflect Cubitts, with additional playlists available for new campaigns or events.

Regular updates and refreshes to keep the music fresh, adding upwards of 100 new tracks each month.

Music Programme / schedule throughout the day and week, perfectly sync with the natural rhythm of each location,

Sound activation and music supervision across all digital and social channels, ensuring your brand’s audio identity is consistently integrated across every touchpoint—from branded playlists to promotional content and ads.

A CONNECTION IN SOUND

Thanks for listening