A brand must stand out from its competitors in order to be recognised in the face of tough competition. This implies two central requirements for communication: firstly, means must be found to make one brand message stand out from the others and thus attract the necessary attention. It is important to incorporate skilful reminders that consumers can call up at the right time. Secondly, it is important to link the advertised brand with unique selling points in order to achieve an unmistakable positioning among the competition. This is where music is one of the most powerful weapons in the battle for attention. Thanks to its emotionalising properties, music has a high activation potential that can attract attention in no time at all. Increased attention immediately stimulates memory processes. Music also has the valuable property of triggering associations, ideas and memories. It can therefore be used excellently as a positioning and differentiation feature in brand communication. The title of my DJ mix ‘All eyes on you’ alludes to the seductive character of music and takes the listener on an auditory journey through electronic soundscapes.