Music & Brands with RA*W talent Ayça Turan

In each episode, we feature a different talent (from the RA*W community), focusing on their musical influences and connection to brands. How do young talents in the creative industry perceive music and sound in advertising and branding? Which brands do they admire? And, of course, we want to know who their favorite artist is.

In this episode: Ayça Turan, a Creative Technologist at MediaMonks

Who are you, and what do you do?
I’m Ayça Turan, a creative technologist based in the Netherlands, specializing in Extended Reality design and creating innovative AI workflows. At the core of my approach is a commitment to progress, experimentation, and a positive perspective toward the future. My goal is to contribute to a global community of individuals willing to share knowledge.

Which brand do you admire and why?
I greatly admire Tony’s Chocolonely for their dedication to social change. Their continuous efforts to address worker exploitation and child labor in the cocoa industry, along with their commitment to raising public awareness of these issues, serve as an inspiring example of how real change is possible, even with what appears to be a simple product.

When you think of your favorite brand – if it had a theme song, what would it be?
A fitting theme song for Tony’s Chocolonely could be ‘Weddings and Wars’ by Will Varley, as it creatively encapsulates the extensive history of humanity.

Which brand (national or international) distinguishes itself by embracing the use of music? Do you have an example of a campaign that demonstrates this?
The striking use of music by Iris van Herpen in her fashion films and videos catches my attention. The otherworldly and intricate nature of her designs is excellently complemented by layered, immersive music.

What is your favorite artist/band? Can you explain why?
Recently, the songs ‘Happy’ and ‘I’m Not Afraid Anymore’ by Bukahara caught my attention due to their unique composition and their artistic ability to express emotions. I regularly discover new music through Spotify’s Discover Weekly, and I’m thrilled that I found Bukahara’s music there.

If you compared that artist or band to a brand, what brand would that be?
If I were to compare Bukahara to a brand, I would choose Patagonia. Similar to Bukahara’s music, Patagonia embodies a spirit of depth, emotional resonance, and dedication to meaningful causes. Both emphasize creating impactful experiences and connections.

Which song takes you back to a certain moment in your life? What moment is that, and why is that song so connected?
When I hear ‘Somebody That I Used To Know’ by Gotye featuring Kimbra, it reminds me of a specific period in my life. This song takes me back to 2011, a time when life moved at a slower pace and social media wasn’t as omnipresent as it is now. The immense reach of this song back then was truly remarkable. It forms a unique memory of a time when such widely spread viral moments were less common.