Let’s be honest, when most people think of a bank, they don’t think of music. They think of spreadsheets, suits, maybe the occasional complimentary pen. But over a decade ago, JPMorgan Chase decided to change that.

They didn’t just want a music bed for an ad.
They wanted a sound that could stand for something.
Something bigger than finance.

At the time, they were the largest music licensing spender in the U.S. But instead of doubling down on recognisable tracks, they made a bold move: own the sound. Create something original. Build a sonic identity that could last, not just for one campaign, but for decades.

Enter Badachro Spring.

An emotionally rich, cinematic anthem created to humanise the brand and reflect values like trust, optimism, and forward-thinking energy. Not exactly what you’d expect from a bank. And that’s the point.

Sonicbrand was proud to lead the creative direction and collaborate with Emmy Award-winning composer John Lunn (yes, Downton Abbey John Lunn). Together, we brought the vision to life at the iconic Abbey Road Studios, complete with full orchestra and choir.

Because when your brand needs to resonate, you don’t cut corners.
You go big. You go timeless.

Today, the JPMorgan Chase anthem is more than just a track—it’s part of the brand’s DNA. You’ll hear it in TV campaigns. You’ll hear its sonic logo variation every time someone uses a Chase ATM across the U.S.

Millions of micro-interactions.
One unmistakable sound.

So, what does a bank sound like?

Turns out, it sounds like confidence.
It sounds like warmth.
It sounds like Badachro Spring.

And when you hear it, you know it’s Chase.