Radio Sound Image, Example: TOTI Radio

This thesis uses the case of Toti Radio Maribor to examine the significance of a radio station’s sound identity. It focuses on key elements of audio branding, such as jingles and slogans, and their impact on listener recognition and loyalty.

The theoretical section presents concepts related to audio branding, the process of shaping a station’s sound identity, and its components, based on relevant literature in sound marketing and radio production.

The empirical section provides an in-depth analysis of the development of Toti Radio’s sound identity, which quickly became one of the leading radio stations in its region. It describes the stages of jingle creation, collaboration with internationally renowned production houses, and implementing a sonic identifier into the radio program.

Furthermore, the thesis evaluates the effectiveness of the station’s sound branding, as reflected in its high listener recognition and loyalty.

The study highlights key challenges in shaping a sound identity in the Slovenian radio market, including its small size, limited financial resources, and a lack of specialized producers. Additionally, it explores the role of artificial intelligence in modern radio production and the potential for automation in creating audio elements.

Based on its findings, the thesis provides recommendations for sound branding creators, emphasizing the importance of consistency, rapid execution without quality compromises, and adapting to trends and listener preferences.

The study confirms that sound identity is a crucial factor in a radio station’s success and that a well-designed audio strategy significantly contributes to its long-term stability and competitiveness.

You can watch the student’s product in the video below