Sonic Labs — A Sonic Innovation Lab

Leadership

Built at the Intersection of Music, Brands & Innovation

Sonic Labs was founded on a shared belief: the world's most iconic brands and properties require equally iconic sound.

Our founders bring together executive leadership in branding, marketing, business, innovation and music—a rare combination that allows us to bridge strategy and creativity. From helping grow one of the world's most recognizable sports brands to producing Grammy-winning hit music, we've spent our careers creating work that moves people and inspires the future.

We understand both how brands grow and how music creates culture and emotional connection. That perspective is what makes Sonic Labs different.

Yonatan Watts is a Grammy Award-winning producer, songwriter, and sonic architect, Yonatan Watts has spent decades creating music at the highest level of the industry. A four-time Grammy nominee and 2025 Grammy winner, his work includes platinum-selling records for Ariana Grande, alongside collaborations with Chris Brown, Jennifer Lopez, Quavo, 2 Chainz, Coco Jones, Lucky Daye, and more.

Beyond the studio, Yonatan has contributed to global sonic platform initiatives with Disney, the NBA, and the NFL, and worked alongside legendary producers Rodney Jerkins and Babyface. His rare combination of musical excellence, creative leadership, and sonic craftsmanship enables Sonic Labs to create sound that is culturally relevant, emotionally resonant, and strategically unforgettable.

Yonatan Watts

Co-Founder, Chief Creative Officer

Grammy-Winning Producer, Sonic Branding Pioneer

Matt Makovsky is an entrepreneur, brand strategist, and recording artist who has spent more than two decades building brands, businesses, and ideas that create lasting connections. A graduate of the University of Pennsylvania and Columbia Business School, his career spans executive leadership in music, marketing, communications, innovation, and business strategy, including global initiatives for the NFL, Nike, Ford, Mercedes-Benz, Verizon, HP, Virgin, The Vatican, and more.

As the artist MAK PRIME, Matt brings the perspective of an active creator to every engagement—blending the worlds of business, branding, and music to help brands create culturally relevant, emotionally resonant sonic identities. His philosophy is simple: the most iconic brands don’t just have a visual identity—they have a sound people remember.

Matt Makovsky

Co-Founder, Chief Executive Officer

20-year Marketing & Innovation Executive, + Artist

"Emotion is what connects us. Brands spend
billions trying to earn that connection. Throughout
the test of time, music and sound have remained
the most potent tools we have at sparking it."

— Matt Makovsky, Sonic Labs Co-Founder

BY THE NUMBERS

The opportunity is right now.

The number of brands competing for attention has exploded. Today, it’s not just companies—it’s creators, sports leagues, entertainment franchises, podcasts, streaming platforms, and media properties. More than 200 million creators worldwide are building audiences, and the creator economy is projected to approach $500 billion by 2027. In a world where everyone is becoming a brand and audio is everywhere, a distinctive sonic identity is no longer optional—it’s a competitive advantage.

73%

Consumers are heavily invested in audio

of U.S. adults listen to digital audio daily.

17%

Brands are behind the curve

Only 17% of brands have a consistent sonic identity.

75%

Run past the competition

of Gen Z say brands sound the same — and crave more creativity.

+24%

Be rewarded for innovation

Sonic branding increases perceived innovation and modernity by 24%.

Your brand should sound as good as it looks.

Audio branding extends your visual identity into a new dimension — an intoxicating sonic realm — creating deeper, more engaging and memorable experiences.

8×

The human brain processes sound 8× faster than visual information.

♥

Audio activates the brain’s emotional centers faster and deeper than visuals.

+96%

Brands with a sonic logo achieve 96% higher recall than those without.

360°

Works across every touchpoint — TV, digital, retail, product integration, tech.

Our Approach + Services

Designing your Sonic Blueprint

We work with you to develop a complete 360° sonic identity—from a signature brand theme and sonic logo to distinctive melodies, instrumentation, and audio assets that work across every touchpoint. Then we bring that identity to life through brand experiences powered by sound. Designing activations, and platforms that connect your brand with people across advertising, social, live events, retail, digital products, sponsorships, and beyond.

01

Audio Strategy + Insights

02

Sonic Identity & Blueprint

03

SONIC BRAND EXPERIENCES

04

Signature Sonic Assets

05

Product & Audio UX

06

SONIC ID FOR MEDIA & ENTERTAINMENT PROPERTIES

07

CONTENT & CREATOR AUDIO BRANDING

08

Voice, AI & Emerging Audio

Why Sonic Labs

The rare combination of creativity, strategy, culture, technology, and execution required to build iconic sonic identities and experiences.

We Live Culture

We don’t observe culture, we live in it.

As active artists, producers, writers, and creators, we’re immersed in today’s music, platforms, creators, and audiences. We don’t chase culture after it happens. We help brands become part of it.

Taste Is Our Competitive Advantage

The tools are becoming universal. Taste isn’t.

Technology gives everyone access to the same creative tools. The brands that stand out won’t be the ones with the newest technology—they’ll be the ones with the strongest human resonance. We create work that’s strategically sound, culturally relevant, and emotionally unforgettable.

Built for What’s Next

New era, same idea—innovate or die.

We embrace emerging technologies because they expand what’s creatively possible—not because they’re new. We are leaders in the creator economy and on the platforms shaping how we engage. By combining exceptional creative talent with cutting-edge tools, we help brands move faster, explore more possibilities, and create work that resonates in a rapidly changing world.

Connected to the Best

Great work is rarely created in isolation.

Through our backgrounds and deep industry experience, we’ve built relationships with exceptional producers, composers, artists, engineers, musicians, and creative partners creating the hit music of our time. We assemble the right creative team for every project—bringing world-class talent and do so without the overhead of a traditional agency.

Our Clients

The company we keep