Sabrina Sona Bruehwiler

Managing & Engaging Communities


Wednesday 25th NOVEMBER

12:05 – 12:30

Music has been in the forefront of Innovation, pushing technology to another level especially in times of crisis. We have seen this in the past and are experiencing it right now. The Music Industry currently disrupts the ways we can experience and communicate with other fans and will be a main inspiration for the development of online communities in the future. I want to talk about how Music can create communities that relate to each other. This session includes:

  • An introduction to how music can be used for community engagement, particularly online communities
  • An interactive element, where we co-create some music that brings the gamification community closer together

Thanks to our day sponsor

About Sabrina Sona Bruehwiler

I'm a Senior Gamification Designer and Consultant for the Octalysis Group, specializing in fan and artist engagement regarding K-Pop, Global Expansion and Online Concerts.

I'm an International Keynote Speaker on various issues such as Fan and Artist Engagement, Gender Diversity, Gamification, and HR Engagement. I have spoken at events such as The Service Desk & IT Support Show (SITS) in London, HR Gamification Day in Madrid, GamFed hosted in Turkey, Gamification Europe 2017, and the “Play” exhibition hosted by the Swiss Museum Stadtmuseum Aarau. I also became one of the Steering Committee Members of GamFed, the world’s largest community of gamification professionals. Next to that, I also run a podcast called "Random Rewards", where my colleague Christopher Tomasso and I are talking about how to make business more fun with Gamification and am working on a second Podcast "Sound Secrets", where I look for the secrets in the Music Industry and analyse them through the lens of Gamification.

Currently, I am also creating a gamified community platform for Korean Artists and SMEs to engage with international audiences called Kpop World which will on a broader scale integrate on a platform called the Sona Universe. As my personal interest, I have worked as a songwriter and musician writing songs within the top 10 of the Swiss Music Charts. I've been the Lead singer for heavy metal bands such as Deep Sun, Eeriness and As Sanity Fades. I now create under the singer/songwriter name Sona and have collaborated with renowned producers/songwriters from South Korea and Los Angeles such as Leila Pari and Bandi.

Besides my music endeavors, I spearheaded Gamification and Human-Focused Design for companies such as Yahoo!/Verizon Media, Avon and Betty Bossy. I have designed experiences to empower women worldwide to become entrepreneurial through my work with Avon and alongside Suzy Batiz, the Founder of Poo-Pourri and rated #77 on Forbes richest self-made women in America (2019).

Prior, I was the Founder of the creative agency User Adventure for over ten years, with clients such as Vodacom, Franke AG, Jet, and T-Systems. I hold a B.A. in Visual Communication from the Lucerne University. I later acquired an Executive MBA at the Kingston Business School and graduated #1 in my class with Distinction. Outside of my professional life, I am the published author of the book Buorre Mátki: Reise nach Sápmi, study Korean, love to surf and travel the world to visit the concerts of my favourite artists.

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