Ah, if you only knew how loving I am! Music, sound marks and memory of mediatic culture

• Autor(a) principal: Valente, Heloísa de Araújo Duarte
• Data de Publicação: 2021
• Outros Autores: Lopes, Paulo Henrique de Oliveira
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista FAMECOS: Mídia cultura e tecnologia
• Texto Completo: https://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecos/article/view/40994
• topic: Sound branding; Musical memory.; Mediatic memory; Marca sonora; Memoria musical; Memoria mediática; Marca sonora.; Memória musical; Memória midiática

This text starts from the concept of “sound branding” to analyse some possible reasons for the unexpected reaction of Sao Paulo’s underground users to the initiative of including music in stations and trains. In summary: having chosen the “Toccata”, from Bachianas, n.º 2 (Villa-Lobos), as the sound signal (SCHAFER, 2011), it ended up being identified as “Carinhoso” (Pixinguinha). Among the main reasons: 1) the formal similarity between the two; 2) the association between musical work and the memory of the listener is due, in part, to the capacity of movence of the texts (ZUMTHOR, 1997). The article presents a brief description of Carinhoso’s trajectory in disco and cinema. In conclusion, it shows that the permanence in the media culture guarantees the longevity of the work, at the same time that the music composes the media culture itself.