This video project critically explores the role of audio branding in shaping cultural narratives and global hierarchies through sound. By creating an ironic KFC advertisement using a mixture of branded audio, symbolic imagery, and contrasting food preparation scenes, the work questions how multinational brands embed themselves sonically and visually in post-colonial contexts. Filmed in Arusha, Tanzania—where a real KFC outlet operates—the video situates its critique within a specific local environment while referencing broader global issues.

Rooted in my research on audio branding, this work investigates how sound design in corporate identity (such as jingles, tonal motifs, and rhythmic cadences) reinforces not only brand recognition but also implicit values like speed, convenience, modernity, and aspirational consumption. In the case of KFC, these sonic tools are used to construct a comforting and familiar world of fast food culture that deliberately masks the inequalities it is built on—economic disparity, cultural displacement, and environmental impact.

By recontextualizing KFC’s branded sound within Tanzanian daily life, the video intentionally disrupts its intended function. Through ironic audio-visual contrast, the project critiques how these branding strategies overwrite local realities.