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Sonic branding - the sonic expression of a brand's identity - is the audio equivalent of a brand's logo, a sound that is both distinct and adaptable to diverse contexts, and serves to communicate a brand's narrative. Sonic branding has been a feature of marketing strategies for the past two decades, but more recently there has been increased commercial interest in sonic branding, a move from the 'visual turn' to the 'sonic turn', as voice activation technologies such as Siri, Amazon's Alexa and Google Assistant immerse the consumer in a personal encounter across diverse sensory touch points. While there has been significant scholarly discussion in popular music studies of the ways that sound is employed to increase capital in commercial contexts, little has been written to address the ways in which popular music is courted and implicated in brand strategy specific to sonic branding. In this paper, we consider the ways in which sounds are embedded in contemporary brand practice and detail the ways in which popular musicians and genres are complicit partners in 'branding to the senses'. Here, we focus on two sonic branding case studies - Mastercard and HSBC - which highlight the key role of popular music in constructing the way we 'hear' brands.

Mobile smartphone devices have seen the rise and proliferation of a variety of new modes of digital play. In particular, the short and sporadic modes of engagement that define mobile screen practices have seen the smartphone become home to a range of ‘casual’ game genres that promote quick and flexible engagements, in stark contrast to the enduring and committed engagements demanded by home consoles and desktop computer games. People frequently play mobile games while doing other things – waiting at the bus stop, lying in bed and watching television. This has seen the increasing popularity of a new genre of videogame play almost exclusive to mobile platforms: the background game. As we define them, background games require the player to set up a series of tasks which are then completed over a duration of actual hours while the player goes about their day. In this way, such games can be considered ‘ambient’, as they become seamlessly embedded into players’ everyday lives. Drawing from interviews conducted with mobile game players in Brisbane and Perth, this article works to articulate how background games are engaged with within existing practices of mobile and social play to interrogate and complicate existing understandings of ‘play’ and ‘labour’ around digital games.

© Equinox Publishing Ltd 2018. A brief internet search of the phrase 'the Jimi Hendrix of...' followed by any instrument (for example, the bass guitar) reveals numerous examples of musicians promoting themselves, being marketed or being reviewed as the 'Jimi Hendrix' of that instrument. While some of the comparisons being made are arguably less tenuous-electric sitar, oud, mandolin-other instruments stretch the analogy. These include the 'Jimi Hendrix' of the bagpipe, clarinet, washboard, sampler and the jug. This phrase is not only applied to instrumentalists but sometimes takes on a national, racial or geographic dimension: such is the case with Mikhl Yosef Gusikow, described as the Jewish 'Jimi Hendrix', and Bombino, the 'Jimi Hendrix' of the Desert. This article critically examines the instances in which the phrase 'the Jimi Hendrix of the [insert instrument here]' is used to market and promote contemporary musicians. I explore some of the reasons why the rock guitarist Jimi Hendrix continues to be invoked as musicians position themselves in global markets, drawing attention to different aspects of the Jimi Hendrix myth that are appropriated by musicians and the various discourses around music practice. In order to do this, I employ Greenblatt's theory of social energy to critically frame such statements beyond the limits of political economy, as well as document contemporary cases of this phenomenon.

In this study, we address the kind of knowledge that is required for Master’s level nurse education for lifespan mental health promotion and prevention. Data were collected through structured interviews (N = 109). The interviews were conducted across five European countries. The data were analysed using a thematic content analysis approach. The findings show that Master’s level nurse education needs knowledge related to lifespan issues. Needs were raised in several issues like importance of increasing skills and knowledge of mental health workers. We conclude that there is a need to emphasise the knowledge required for mental health promotion and prevention for Master’s level nursing education across Europe. © 2018 Institute of Health Promotion and Education.

© Equinox Publishing Ltd 2016, Office 415, The Workstation, 15 Paternoster Row, Sheffield S1 2BX. In this Riff article, Brent Keogh speaks to Sydney-based flamenco guitarist and ARIA award nominee, Damian Wright. The interview discusses Wright's experiences and perspectives on world music in Australia. Where much of the academic discourse on world music focuses on broader theorization and systemic critiques, the following interview presents experiences and insights from a musician contributing to, and working in, the complex discursive space of world music in Australia. In doing so, Wright's perspectives contribute to broader discussions concerning the politics of otherness, musical patronage and cultural diversity in Australian music.

Early tidal energy arrays are now in the planning and consenting stage. There is pressure on these projects to deliver successful results and prove the technology can succeed in bridging the gap between single devices currently in sea trials and large scale commercial arrays. A key issue in these early arrays is the understanding of interaction effects between devices, developing awareness of how to reduce the impact of these is similarly crucial. This paper describes a set of scale experiments designed to investigate the optimum spacing of devices within an offset dual-row tidal energy array. It builds on previous work, investigating in further detail the optimization of a single row 1st-generation array and the nature of the flow between devices within an array. It then presents discussion on the effects of installation of a second downstream row with motivation to increase the overall output of the array whilst minimizing negative effects.It is shown that significant additional power may be generated from groups of turbines when spaced optimally in distinct array formations. Discussion focuses on the need for successful array developers to plan array geometry fully before installation; otherwise sub-optimal or even negative performance may be encountered

Full-scale marine current energy converter devices have now been operational for several years. These devices have the potential to provide large scale electricity generation when placed in farms/arrays in areas of fast flowing tidal currents. Now the full-scale concept has been proven experienced operators are in a position to provide array developers with devices for such applications, thus at present the first tidal arrays are in the planning and consenting stage around the globe. The inter-device spacing within these arrays can have a profound effect both on the flow field through the array itself and the on the surrounding environment. This paper describes a set of scale experiments aimed at investigating the interaction of devices within an array and potentially highlight some of the pitfalls of future array design which may result in sub-optimal device operation. Experimental results presented herein indicate that particular spacing can lead to regions of accelerated flow which may be exploited to provide greater power production. Further examination of this accelerated flow region is presented, with discourse surrounding the potential issues of placing devices in this region, and impacts the on array geometries as a whole are discussed

OBJECTIVE: To determine the effectiveness and cost-effectiveness of a range of strategies based on conventional clinical information and novel circulating biomarkers for prioritising patients with stable angina awaiting coronary artery bypass grafting (CABG). DATA SOURCES: MEDLINE and EMBASE were searched from 1966 until 30 November 2008. REVIEW METHODS: We carried out systematic reviews and meta-analyses of literature-based estimates of the prognostic effects of circulating biomarkers in stable coronary disease. We assessed five routinely measured biomarkers and the eight emerging (i.e. not currently routinely measured) biomarkers recommended by the European Society of Cardiology Angina guidelines. The cost-effectiveness of prioritising patients on the waiting list for CABG using circulating biomarkers was compared against a range of alternative formal approaches to prioritisation as well as no formal prioritisation. A decision-analytic model was developed to synthesise data on a range of effectiveness, resource use and value parameters necessary to determine cost-effectiveness. A total of seven strategies was evaluated in the final model. RESULTS: We included 390 reports of biomarker effects in our review. The quality of individual study reports was variable, with evidence of small study (publication) bias and incomplete adjustment for simple clinical information such as age, sex, smoking, diabetes and obesity. The risk of cardiovascular events while on the waiting list for CABG was 3 per 10,000 patients per day within the first 90 days (184 events in 9935 patients with a mean of 59 days at risk). Risk factors associated with an increased risk, and included in the basic risk equation, were age, diabetes, heart failure, previous myocardial infarction and involvement of the left main coronary artery or three-vessel disease. The optimal strategy in terms of cost-effectiveness considerations was a prioritisation strategy employing biomarker information. Evaluating sho