The company name is symbolism for the drive and passion of a recording artist, or musician. The name is connected with the final moment in the recording studio when a song has been perfected. 24th Hour also correlates to work-ethic, and the amount of time allocated to creation. At times artist can be consumed by their creative heights from the day’s origin to the 24th hour of its closure. Using research sources we at 24th found that studio facilities in larger cities such as Chicago with numbers associated with their company name or brand have been successful on the marketing level. “24 hours” is a phrase that most people have heard their entire lives, and seems to transcend culture and time. The Marketability behind the name on appearance and text is promising in the way it fits the mold, but still brings something new and conceptual to the market.