Sonic Audit for Carhartt

Sonic Auditby: Lennart FleschhutSounds of Brands

(1)Introduction

(2)Inherit sounds

(6)Summary

(5)Competitive Analysis

(4)Cultural References, Sponsorships & Co-Ops

(3) Attempt to connect sounds exclusively to Carhartt

Table of Contents

(1)Introduction

Carhartt, Inc. was founded in 1889 by Hamilton Carhartt in Detroit, Michigan. The companies headquarters are still located in Detroit, fostering their strong connection to their origin.

Throughout the United States, Carhartt is known for their durable and long-lasting workwear, including jackets, pants, overalls, west, shirts, headwear etc.

Carhartt clothing evolved trademark features, using heavy threads, fire-resistant high-technology materials, as well as resistance to water.

This project targets sounds that are implicitly and explicitly part of Carhartt as a brand, as well as unique for certain products.

(1)Introduction

http://brandanalysis13.weebly.com/carhartt.html

(2)Inherit Sounds

(2)Inherit Sounds

Inherit sounds describe sounds that are given through Carhartt products and other sounds that are already closely connected to the brand.

We differ between sounds that are implicit and explicit and also differ between category and single products.

E.g. the sound of a Carhartt Jacket is explicit to the product, as it contains specific heavy thread. This heavy sounds, delivers the feeling of being prepared and ready to get your hands dirty.

http://brandanalysis13.weebly.com/carhartt.html

(2) Inherit sounds

(2)Inherit Sounds

- Youtube/Commercials -

(2)Inherit Sounds

- Youtube/Commercials -

Carhartt’s most recent campaign “Carhartt Force®” (2015) re-establishes their values and strengthens the tie to their most valuable target group:

The hardworking middle-class.

As part of their campaign, they collaborated with SF Giants pitcher Madison Bumgarner. From his roots he shares the values that Carhartt inherits. They choose him because of that, rather than using his standing as an outstandingly successful pitcher. “I want to have tough hands.”

https://www.youtube.com/watch?v=YnfG5G4jmhA

(2) Inherit sounds


http://www.youtube.com/watch?v=aEmV-w8FnQw

What is even more interesting about this campaign, from a sonic point of view, is the chosen song and the natural sound used. They chose the song “We will rock you” by Queen. They only use one part of the song; the beginning part of the song. The beginning of this song is marked by heavy drum pounds. The well know “bum-bum-da; bum-bum-da”.This part of the song loops throughout the full minute of the commercial.

(2) Inherit sounds - Youtube/Commercials

The way they created those pounds is most significant. To further strengthen the connection between their working clothes and the environment they are worn in, they created the drum beats with the clashing of heavy machinery, especially the sound of steel, most possibly representing a hammer pounding steel.The connection between the message of the commercial and the song is revealed at the end of the commercial through the slogan:

WE WILL OUTWORK THEM ALL


(2) Inherit sounds - Youtube/Commercials

Sonic Interest for Youtube Channel

Interesting components about their Youtube Channel include:

Topic Interesting Because

a series called Product Talk entertaining, ironic tone

Rain Defender series add character: Chet Grogancomedy, entertaining tone

Celebrating 125 years of Craftsmanship

see part “(3) connecting sounds to the brand/brand’s products”

(3)connecting sounds to the brand/brand’s products

situations in which you wear the product:

Carhartt doesn’t have unique sounds but that they try to combine specific sounds to their products: use ideal soundscapes*.

So far, Carhartt is closest connected to construction. The sound of hammering, heavy machinery, clashing etc. People connect those sounds with Carhartt workwear.

Goal: tie Carhartt even closer to more soundscapes related to the brand

soundscapes: the sounds of the environment as a great macro-cultural composition, of which men and nature are the composer/performers.

(2)connecting sounds to the brand/brand’s

products

(3) connect sounds to the brand/brand’s products

http://www.youtube.com/watch?v=lbTbI3kGWiA


Road home to Craftsmanship:

use of acoustemology: connect with people who have a sonic way of knowing specific places and at the same time bringing those sonic environments closer to people that connect with the inherit values. connect those to products: apparel &

accessory

http://www.carhartt.com/content/content-craftsmanship?cid=HOME-Social-1-SEARCH-Craftsmanship-20150122-

ALLVisitors-hc_Road%20Home_0115


Those soundscapes are:

crafting: sawing, pulling cords, sharpening, grinding, truck beeping, wood creaking, hammer on metal, welding, cutting, carving, nails rattling

community: guitar bands, hotting, cheering, chinking glasses, mumbling

farming: mooing, tires on stoney roads, atmospheric river, saddle fastening/placing, horse neighing, shovelling, dog collar, hay

being on the road: tires on the road, wood fire in the open, windshield wipers, ship horn, lighter

T-Shirts, Shirts, Jeans, Suspenders

Jacket, Jeans, Pants, Shirt, Hat/Beanie, Belt

Jacket, Jacket, Jeans, Pants, Shirt, Hat/Beanie

Jacket, Jacket, Jeans, Pants, Shirt, Hat/Beanie, Tool-Belt, Belt, Gloves

cultural meaning:

passing information onattention to detailcreate objects that somebody is going use

that creates memories, that are meant to last

put your heart into your work fellowship & communitywork from dusk till dawnnot stopping until it’s perfectrespecting the material

Integrity & Honor


http://www.carhartt.com/content/content-craftsmanship?cid=HOME-Social-1-SEARCH-Craftsmanship-20150122-

ALLVisitors-hc_Road%20Home_0115

Summary

Carhartt products rarely deliver specific sounds. There are many implicit sounds given in apparel and their accessories, but those are hardly explicit, they are not strong enough to represent the brand. Instead Carhartt figured out what their values sound like, who the people are that share those values and in which environment one experiences those. Carhartt uses those ideal soundscapes to convey those sonic elements onto their products. By emphasizing this connection, they melt together their products and the situations in which their products are present or being being used.Through this approach, their products, which are passive by nature, become active and part of the process and the soundscape.


https://craftedincarhartt.wordpress.com/

(4)Cultural References,

Sponsorships & Co-Ops


Sponsorships & Co-Ops- Rap -

Carhartt is well respected for their outerwear. They are used around “the block” to keep the people hustling day and out warm. The rappers highlight the features of the jacket.

These artists connect with the values that Carhartt represents. Hard work and endurance. They point out that this is what it takes to survive on the streets and escape the rough times and places. At the same time Carhartt products are highlighted as parts of their fashion.

Carhartt’s connection to the street culture really started to strengthen in the 90s. In 1990 they collaborated with Hip Hop Label Tommy Boy records and Streetwear company Stussy for a jacket.

http://www.complex.com/style/2014/01/20-coolest-types-jackets-hip-hop-history/carhartthttp://www.complex.com/style/2013/04/20-ways-hip-hop-style-was-different-20-years-ago/http://www.nytimes.com/1992/11/29/style/thing-the-carhartt-jacket.htmlhttp://foshotbt.blogspot.com/2011/04/when-carhartt-was-hip-hop.html

http://www.complex.com/style/2014/01/20-coolest-types-jackets-hip-hop-history/carhartt



http://www.nytimes.com/1992/11/29/style/thing-the-carhartt-jacket.html



(4) Cultural references, Sponsorships & Co-Ops

referenced in lyrics by numerous rappers from the 1980s to today:

Roc Marciano - Hide my Tears (April 2010)

“I’m back again, Carhartt hats to match the Timbs”

Danny Brown - The Wizard (October 2010)

“Used to play the block with the Carhartt”

Action Bronson - Imported Goods (August 2010)

“Carhartt sets and Horseys like the Preakness”

Action Bronson - Cocoa Butter w/Statik Selektah feat. Nina Sky, October 2011

“My uniform Carhartt sweats and Gore-tex athletic horses on my chest and on my short sets”

Reakwon - Wherever, whenever (January, 2013)

“Plus he rock a lot of Carhartt, Braveheart, die hard”

Joell Ortiz - Hip Hop (October, 2013)

“This is Hip Hop.This is Carhartt jackets, Timberland boots unlaced"

genius.com

Artists wearing Carhartt apparel: Fat Joe, Nas, Dr. Dre, NWA, Action Bronson, Asap Rocky


Over several decades Carhartt got deeply implemented into the Hip Hop culture.Carhartt has embraced this situation and collaborated with several of the above mentioned rappers. Most significantly with Detroit-based Danny Brown.

Together with Dr. Romanelli (Darren Romanelli), Los Angeles based designer, marketer and director, Danny Brown designed his own jacket for Carhartt in 2014. As this was part of Carhartt’s subsidiary Carhartt WIP (Work in Progress), I will not dive deeper into other Carhartt WIP music projects and collaborations.


http://www.gq.com/entertainment/music/201309/danny-brown-rapper-style-september-2013


Sponsorships & Co-Ops- Sponsorships -

Besides Carhartt’s deep implementation in the Rap scene, they showed further interest to connect the brand to music.

Through direct sponsorships they connect with the interests of their followers.

Carhartt focuses towards music and values that connect more with their main target audience. Farmers, construction workers, people employing the art of craftsmanship. In 2011 they teamed up with Grammy Award winning Country band Zac Brown Band.This move was part of their 2011 “Everyday Icons” campaign to “salute to this country's hard working men and women by giving them a voice and making them the co-author of our brand's living legacy.” (Tony Ambroza, Carhartt’s Vice President of Marketing)These are the values Carhartt is delivering until today.


http://www.countrymusicrocks.net/2011/09/zac-brown-band-teams-up-with-carhartt.html

In 2014 Carhartt was partner for the 2014 Detroit Jazz Fest, having their own stage, the Carhartt Amphitheater.

Furthermore Carhartt is inviting two guests as a VIP-all expenses guests to the CMA Music Festival 2015 in Nashville.

This strengthens the statement that Carhartt is connecting to their audience by coming off as a true American Brand. This is partly based on the fact that they are based in Detroit, which is a role they are absolutely embracing. Detroit used to be the industrial heart of the United States.


http://www.prosoundweb.com/article/vue_audiotechnik_line_arrays_make_motor_city_debut_at_detroit_jazz_festival/


Sponsorships & Co-Ops- Co-Ops -

Apart from connecting with their followers on a direct level, Carhartt attempted to broaden their touch points and the involvement of the brand in sound.

Through co-operations with other brands, Carhartt delivered their values by expanding their sonic landscape.

In December 2009 Carhartt started to dive into a new part of music. Together with Japan based Vestax, designer and manufacturer of electronic equipment, such as DJ Mixers, signal processors and turntables, Carhartt released the Handy Trax USB turntable.As Carhartt Inc’s involvement into Electronic music was very little at that time, they left every further involvement into this scene to their subsidiary Carhartt Work in Progress, which is highly involved in the European electronic music scene; having their own Radio App, Soundcloud channel, collaboration with artists, as well as sponsorship of festivals.


http://www.highsnobiety.com/2009/11/20/carhartt-x-vestax-handy-trax-usb-turntable-a-detailed-look/#slide-3

When Chrysler, another Detroit based company, started their comeback in 2013 they approached Carhartt to team up. Carhartt, the company known for durable work-wear and personified by hard work and perseverance, collaborated on the interior design and materials.

This way Carhartt did not only restate the values they believe in, but also touched base on a very new sonic level. On one side, their fabric came to a new use and served as an ambassador for other Carhartt products. On the other side, the landscape of sounds Carhartt has gathered now included all sounds connected to a car.

It comes back to embracing sounds that convey their values: they deliver integrity and honor.


http://blog.chrysler.com/news/introducing-the-2013-5-chrysler-200s-special-edition/

(5)Competitive Analysis

(4) Competitive Analysis

Focus Inherit sounds References Collaborations/Spokespeople

Other involvement in sound/music

home improvement (DIY)construction

durable pants /construction site sounds (https://www.youtube.com/watch?v=o-lp8RBcFVk)

Rap/Dom Kennedy:“The Dickies, the Vans, the fitteds"

The Dickies Roadhouse X Amazon

Skateboarding: Dickies Streetwear

fishingskiingoutdoors

crushing wavesbeing out on the ocean(https://www.youtube.com/watch?v=rm3DyZw31-E)

Rap/Brandy:“I went from Helly Hansen to mini mansions.”

Renault for Renault CapturUS Ski TeamX-Country Ski Team Finland

working class:factories

construction sites

https://www.youtube.com/watch?v=o-lp8RBcFVk



(6)Summary

(6)Summary

● effective recognition of niche sounds: heavy jacket

● very accurate connection of soundscapes to products and company values

● identification and smart support of cultural references

● accurate sponsoring

● clever co-operation, engraving company values

Sonic Audit for Carhartt

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Transcript of Sonic Audit for Carhartt