Brand Personalisation
Sounds of Francis
A 49-track brand soundtrack for a Perth BJJ academy. AI-generated music built from the academy's culture, philosophy, and community.
Client
Francis Jiu-Jitsu
Service
Brand Personalisation
Deliverables
49 tracks + music hub
Year
2025-2026
The Brief
Make the academy sound like itself
Francis Jiu-Jitsu is a Perth-based BJJ academy with a strong culture built on community, personal growth, and respect for the art. The founder wanted something no other gym had: original music that captured the academy's identity and could be played during training, used in social media, and woven into the brand experience.
Not stock music. Not a playlist. A full brand soundtrack where every track tells a story connected to the academy's philosophy, techniques, and people.
Original Music Library
Tracks spanning multiple genres, each connected to a specific aspect of the academy's culture and BJJ philosophy.
Lyrical Content Strategy
Every lyric doubles as social media content. Quote-ready lines that reinforce the academy's values and community identity.
Interactive Music Hub
A custom web player to showcase the entire library, with mood-based filtering and a recommendation engine.
Genre Diversity
Hip-hop, Afrobeat, lo-fi, trap, G-funk, boom-bap, neo-soul. Each topic paired with the genre that amplifies its energy.
The Approach
Strategy first, music second
This wasn't about generating random tracks. Every song started with the academy's story, then matched to a genre that served the message.
Extract the Stories
Deep dive into the academy's philosophy, founding story, team culture, technique names, and the moments that matter to the community. Each story becomes a track concept.
Genre Matching
Each topic gets paired with a genre that amplifies its energy. The founding anthem gets Afrobeat. Technique breakdowns get Latin trap. The grind philosophy gets conscious hip-hop. The Perth connection gets G-funk.
Lyrics + Production
Custom lyrics written from the academy's voice, then produced with AI music generation and human curation. Multiple iterations per track until the energy, flow, and message are right.
Music Hub Build
A custom web player with the full 49-track library, mood-based filtering, and a Mood Shift recommendation engine that surfaces tracks based on training energy.
Listen
Hear the soundtrack
Six tracks from across the collection. Click any track to expand details and play.
Deliverables
What was delivered
49
Original Tracks
8+
Genres Covered
1
Interactive Music Hub
Complete Package
49 original AI-generated tracks
Custom lyrics per track
Interactive web music hub
Mood Shift recommendation engine
Quote library for social content
Full track catalog with metadata
Your journey, your journey, nobody else can walk it. You showed up with the weight of the world across your back - that's powerful enough.
From "Your Journey" - written for the academy's philosophy series
Skills Demonstrated
Start your project
Want something like this for your brand?
Original music, interactive experiences, custom tools. If your brand has a story worth telling, I can find the format that makes people feel it.