Laurent Cochini pursued his studies in musicology, with a focus in guitar & composition at the Darius Milhaud Music Conservatory in Aix-en-Provence. After finishing his Master degree in 2008, he spent 5 years on to tour as a guitarist in Europe, Asia and Africa. Meanwhile, he also joined the Sixième Son team as an intern. Over the course of his employment, he now occupies the role of General Manager; a role responsible for driving new business development, both in France and abroad, managing a team of consultants, creatives and administrative staff, and supervising quality of all client work. His participation and direction has been a major player in an award winning team – celebrating a Stratégies award for Best Cases in Sound Design every year from 2010 – 2017. Overall, his career at Sixième Son has led to an unexpected use of his refined musicianship – recognition as an expert in audio brand strategy and audio identity design. As such, he has been invited by a number of top business schools in France (ex. Sorbonne, Celsa, Grenoble, Bordeaux, NEOMA, Nantes) to be the key note speaker for student assemblies and conferences. The topic: The importance of Audio Branding in Marketing and Communication – audio identity and musical design for brands, cities and institutions.