About me

Aifric is Research Strategy Director at MassiveMusic, the global creative music agency that defines and delivers sonic identities, music strategies and bespoke music, sound and voice for some of the worlds most well known and loved brands.

Before kicking off her career in the creative industry, Aifric received an MSc from Goldsmiths University focused on the neuroscience and psychology of music in the 'Music, Mind and Brain' programme. After obtaining her MSc, she joined MassiveMusic to put her insights into practice and work on combining music and psychology. In her current role, Aifric is responsible for leading research strategy globally, helping to ensure Massive's creative work delivers optimum impact for our brand clients and partners. She also spends time leading internal research projects (. the latest Songtradr's Music of Beer report) to gain a deeper insight into how music affects marketing and branding content, helping to move the needle on proving the business value of music and sound. Aifric's experience spans a broad range of areas, from leading cutting-edge and award-winning sonic branding projects for some of the world's most famous brands (TikTok, O2, Wikipedia, Legal & General, Betfair, Ithra - to name a few), to winning new clients, and carving out a new and innovative offerings within the business.

Aifric is also a huge advocate for mental health in the creative industry. As briefly mentioned before, Aifric is the co-founder and leader of the Music x Mind initiative, a department of MassiveMusic that specialises in the positive effects of music on the brain and specifically the connection between music and mental wellbeing. She personally took the initiative to the next level by aiding in the creation of Mindscape; a mental health app that combines voice technology, AI and neuroscience-based music therapy, for which she was interviewed by BBC World News and Design Week. Aifric was already recognised by the Transform Awards last year, where she took home the Merit Award for Transform's Young Contender of 2022, and her projects have been awarded by D&AD, Transform and Design Week over the years.

Skills

Account Management, Audio Visual, brand strategy, Branding, Market Research, Marketing Strategy, Music, Music Strategy, Music Supervision, Presentation, Research & Development, Sales, Sonic Branding, Sound Design, Strategy Planning, Voice Over

Sector Experience

Advertising, Branding, Design, Market Research, Music

Awards

D&AD Award - Wood Pencil, Transform Award

Clients

AB inbev, AccuWeather, Legal & General, TikTok, Wikimedia Foundation