Michaël Boumendil
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Michaël Boumendil (born 25 April 1971) is a French composer and producer. In the early 1990s, he conceived the idea to create sonic identities for brands. In 1995, he founded Sixième Son, an agency dedicated to sonic branding and is responsible for the audio identities and music design for brands such as
Unilever Unilever plc is a British multinational consumer goods company with headquarters in London, England. Unilever products include food, condiments, bottled water, baby food, soft drink, ice cream, instant coffee, cleaning agents, energy drink, t ...
,
Huggies Huggies is an American company that sells disposable diapers and baby wipes that is marketed by Kimberly-Clark. Huggies were first test marketed in 1968, then introduced to the public in 1978 to replace the Kimbies brand. Products Huggies car ...
, Lada Autos,
Samsung The Samsung Group (or simply Samsung) ( ko, 삼성 ) is a South Korean multinational manufacturing conglomerate headquartered in Samsung Town, Seoul, South Korea. It comprises numerous affiliated businesses, most of them united under the ...
,
Cartier Cartier may refer to: People * Cartier (surname), a surname (including a list of people with the name) * Cartier Martin (born 1984), American basketball player Places * Cartier Island, an island north-west of Australia that is part of Australia' ...
,
Dior Christian Dior SE (), commonly known as Dior (stylized DIOR), is a French Luxury goods, luxury fashion house controlled and chaired by French businessman Bernard Arnault, who also heads LVMH, the world's largest luxury group. Dior itself holds ...
,
Lancôme Lancôme () is a French luxury perfumes and cosmetics house that distributes products internationally. Lancôme is part of the L'Oréal Luxury Products division, which is its parent company and offers luxury skin care, fragrances, and makeup at ...
,
Baccarat Baccarat or baccara (; ) is a card game played at casinos. It is a comparing card game played between two hands, the "player" and the "banker". Each baccarat coup (round of play) has three possible outcomes: "player" (player has the higher score ...
,
Carrefour Carrefour () is a French multinational retail and wholesaling corporation headquartered in Massy, France. The eighth-largest retailer in the world by revenue, it operates a chain of hypermarkets, groceries stores and convenience stores, which ...
,
Enel Enel S.p.A. is an Italian Multinational corporation, multinational manufacturer and distributor of electricity and gas. Enel, which originally stood for Ente nazionale per l'energia elettrica (National Electricity Board), was first established ...
,
Vueling Vueling S.A. is a Spanish low-cost airline based at El Prat de Llobregat in Greater Barcelona with hubs at Barcelona–El Prat Airport (main), Paris-Orly Airport in Paris, France and Leonardo da Vinci–Fiumicino Airport in Rome, Italy (seconda ...
,
Michelin Michelin (; ; full name: ) is a French multinational tyre manufacturing company based in Clermont-Ferrand in the Auvergne-Rhône-Alpes ''région'' of France. It is the second largest tyre manufacturer in the world behind Bridgestone and la ...
,
Renault Groupe Renault ( , , , also known as the Renault Group in English; legally Renault S.A.) is a French multinational automobile manufacturer established in 1899. The company produces a range of cars and vans, and in the past has manufactured ...
,
AXA Axa S.A. (styled as ''AXA'' or GIG in the Middle East) is a French multinational insurance company. The head office is in the 8th arrondissement of Paris, France. It also provides investment management and other financial services. The Ax ...
and others. He is one of the pioneers of sonic identity.


Career

Boumendil was born in the suburbs of Paris (
Sarcelles Sarcelles () is a commune in the northern suburbs of Paris, France. It is located from the centre of Paris. Sarcelles is a sub-prefecture of the Val-d'Oise department and the seat of the arrondissement of Sarcelles. In the south of the commun ...
, France) and at the age of 11 began showing interest in music. He began by composing his first songs and by the time he was 13, he joined his first rock band. This early experience would motivate him throughout the rest of his music career. After graduating high school at 17, Boumendil continued on to preparatory school in Business and economics and shortly after enrolled in
EDHEC EDHEC Business School (french: Ecole des Hautes Etudes Commerciales du Nord) is a French grandes écoles business school with campus locations in: Lille, France; Nice, France; Paris, France; London, UK; and Singapore. EDHEC offers its flagship Mas ...
. There studied marketing and communication and graduated in 1994. He then decided to build a business around his two passions, music and design, bringing music into the field of design and brand strategy. Only one year after graduating, he founded the first musical design - or more often called sonic branding - agency Sixième Son in 1995.  The idea was essentially to translate the visual groundwork of a brand into a sonic complement for the brand.
'
Libération ''Libération'' (), popularly known as ''Libé'' (), is a daily newspaper in France, founded in Paris by Jean-Paul Sartre and Serge July in 1973 in the wake of the protest movements of May 1968. Initially positioned on the far-left of France's ...
'': Michaël Boumendil, la boîte à musiques (French)
In 2017, Boumendil set off to the United States to create a New York office in order to develop the agency’s presence in North America. He has now become not only an expert in sonic identity and sound design, but he is now a vocal identity specialist. Today, he continues to globally expand Sixième Son most notably in Australia, Canada, Spain, and Russia. In June 2017, Boumendil published a book devoted to sonic branding: ''Musical Design and Brand Strategy'' (published by Eyrolles). He has also contributed to Colleen Fahey’s book, ''Audio Branding: Using Sound to Build Your Brand'' (KoganPage 2017), as well as Laurence Minsky and Ilan Geva’s ''Global Brand Management'' (KoganPage 2019).


David Gilmour's "Rattle That Lock"

Boumendil's
SNCF The Société nationale des chemins de fer français (; abbreviated as SNCF ; French for "National society of French railroads") is France's national state-owned railway company. Founded in 1938, it operates the country's national rail traffi ...
jingle has inspired the title track of former
Pink Floyd Pink Floyd are an English rock band formed in London in 1965. Gaining an early following as one of the first British psychedelic music, psychedelic groups, they were distinguished by their extended compositions, sonic experimentation, philo ...
guitarist
David Gilmour David Jon Gilmour ( ; born 6 March 1946) is an English guitarist, singer, songwriter, and member of the rock band Pink Floyd. He joined as guitarist and co-lead vocalist in 1967, shortly before the departure of founding member Syd Barrett. P ...
's 2015 album, ''
Rattle That Lock ''Rattle That Lock'' is the fourth solo studio album by former Pink Floyd singer and guitarist David Gilmour. It was released on 18 September 2015 via Columbia Records. The artwork for the album was created by Dave Stansbie from The Creative Cor ...
'' (2015). It was co-written by Gilmour and Boumendil, with lyrics by Gilmour's wife Polly Samson. Gilmour, in many interviews, has talked about the rare quality of Boumendil's work. In late 2016, Boumendil sued Gilmour, claiming that Gilmour had violated the terms of the agreement by using a recording of the jingle from SNCF stations and not re-recording it. In May 2019 the French Court ruled against the case, stating that the necessary permissions had been sought and ordering Boumendil to pay Gilmour's court costs. Boumendil appealed the decision but a judgement in June 2021 from the Court of Appeal of Paris and a final judgement in December 2022 from the Court of Cessation both rejected Boumendil's case, with Gilmour again awarded costs as well as the right to keep using the jingle.


References


External links

* *
Sixième Son
{{DEFAULTSORT:Boumendil, Michael French designers Living people 1971 births French musicians