Audio Branding

“I don't think AI quite has us figured out yet because, as human beings, we'll listen to sad songs to feel better. I don't think it understands that. That's true, it's contrary… Yeah, I mean, I think that AI has its place. I'm not all against it, just as a matter of course, I just think that it shouldn't replace our creativity. That's what makes us human, and I don't want to see a computer replace that. Yeah, I want it to clean my house and cook my meals so that I can create.” – Jodi Krangle & Laney McCormickThis episode is the second half of my conversation with music supervisors Laney and Matt McCormick as we talk about how AI music's changing the way human musicians approach their work, striking the right balance between playing it safe and making a memorable sonic impression, and how COVID and the rise of social media have changed sound editing and our approach to sonic branding.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – AI and CreativityOur conversation continues as Laney and Matt talk about the impact of AI on their industry, such as how fast musicians who find themselves competing with AI feel they have to work. “The speed's definitely an issue,” Matt says. “It's not easy to crank out an authentic song, and it's not even easy to crank out an inauthentic song. In a lot of ways, it's even harder.” Laney notes some of the trends she's seen in music marketing and how positive messaging is making a comeback. “I see more for that whole motivational lyrical content,” she explains, “They want rap and hip hop beat, female vocal, clean lyrics, and we see a lot of requests come in with female vocals. I think that's really cool.”(12:45) – Trends in Music LicensingThe discussion turns to pop culture and how sound is becoming more and more important in making a strong impression. “Stranger Things has a huge budget for music,” Laney tells us, “and they're using huge tunes, and those are, you know, those are the supervisors acting as influencers in many ways. ‘Running Up That Hill' was a B-side, and here it is, huge again.” Matt adds his thoughts on the musical risks brands are willing to take in order to stand out. “Everybody always wants to do something different, but that's a risk, right?” he explains. “I mean your large brands, whether it's Coca-Cola, Amazon, Nike, Taco Bell… Are those brands willing to take, like, a really huge risk with music and with sound? And the answer for me is, I don't know. But I don't see it very often.”(20:00) – The Role of Sound in AdvertisingAs our conversation comes to a close, Laney and Matt tell listeners how they can get in touch, and they both share their thoughts on the power of sound and its importance in our lives. “Music specifically for me is a therapy of sorts,” Laney says. “It doesn't matter what my problem is, what my mood is, or what activity I need to do, want to do, or have to do. There is a genre and a record that will make that easier for me.” Matt talks about sound's ability to connect us to one another, and how it creates a common ground for people from every walk of life. “Sound moves you,” he tells us. “And it can be a common ground for everybody in a way. It's hard to listen to an emotional piece of music and not be emotional and not feel that with the person that's next to you or multiple people next to you.”Episode SummaryOur discussion on how AI affects human creativity in music.Laney and Matt reveal the current trends in music requests and licensing.Matt and Laney discuss why they prioritize authentic music in their work.Connect with the GuestConnect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“That's one of the biggest things that scares me the most about composing with AI. It's that, whatever AI model you're on, how was it trained, and was that material copyrighted? And was there any kind of permission for that to happen? And you, as the end user, don't know.” – Laney McCormickThis episode features a pair of guests who are passionate about helping creatives elevate their stories through music. As the founders of Scene Support Music, they specialize in pairing authentic music with visual media, ensuring that brands and stories stand out. As former music educators, they prioritize education in every collaboration, guiding filmmakers and musicians through the creative and legal intricacies of music licensing. Based in the Midwest, outside the traditional film and advertising hubs, they bring a fresh perspective to the intersection of music and storytelling. Between them, they hold multiple advanced degrees in conducting, education, percussion, and communications, but they believe their most valuable lessons come from lived experience, along with the occasional failure.Their names are Laney and Matt McCormick, and, beyond their work in music and licensing, Laney serves on the board of Women in Film Cincinnati and Cindependent Film Festival. Together, Laney and Matt continue to perform as musicians on stages across the country and internationally. If you've ever wondered what makes music truly move us, this is a conversation you'll really enjoy!As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – From Teaching to Music LicensingOur conversation starts as Laney and Matt recall their earliest memories of sound and how they got into the business of music licensing. “Hearing that band play for the first time,” Laney says, recounting a memory from elementary school, “and seeing her band director, who was… very proper and wearing a black suit, and I thought, ‘I want to make that sound in this environment with those kind of people.' Like, I want to be a band director. And that's what I did for a really long time.” Matt shares his experience as an indie musician and how it segued into commercial music. “I remember this is the exact one where light bulbs started to go off in my head,” he recalls. “A music supervisor had reached out and said, ‘I need thirty seconds of upbeat, positive music for an apparel commercial that's for the holidays, but it doesn't have to be holiday music.' And he was like, ‘money's kind of low for it, $7,000.' And honestly, for me at the time, and even now, $7,000, that doesn't sound too low.”(10:00) – The Challenge of AI in MusicLaney and Matt tell us more about their role as music supervisors and how it ties into the process of music licensing. “A sync agent represents a catalog of music for licensing,” Laney explains. “A music supervisor can contact sync agents to find music and make playlists for a director, and then a clearance specialist, which is what we're doing, like one-offs for ad agencies who will come in and say, ‘I want this specific song.' There's no searching involved. ‘Will you just get me the rights for that?' And a music supervisor will use the skills of both other things at the same time.” Our conversation turns to how AI is impacting their side of the music business and the differences between traditional musicians and AI artists. “Some artists will contact us and be super odd,” Matt adds. “And it's like, ‘Hey, I'm an AI artist,' and I don't want to be like, ‘Hey, AI is a bad thing. We're not going to do it.' And I've only talked to one person, but when that artist contacted me, and he's like, ‘I'm an AI artist,' I was like, I definitely want to have a conversation because I want to know what is going on there.”(25:00) – The Importance of AuthenticityAs we wrap up the first half of our discussion, Laney explains the different processes involved between licensed tracks and licensed covers. “That can drastically affect your bottom line,” she tells us. “Like, my cover of a Beatles song is not as expensive as the original recording. But the publishing is going to be the same whether you use the original or whether you use a cover.” Matt talks about the explosion of the licensed cover market in recent years and how it's helped streamline the process for finding the right song track for the right client. “There are so many covers that are already out there,” he explains, “that chances are, like, if we're working on a film and we need a cover song, my first thought doesn't go, ‘Hey, let's get somebody to record that.' My first thought goes, ‘I'm going to send an email to every catalog holder that we know to see what they already have of that.'"Episode SummaryLaney and Matt share personal stories about how sound influenced their lives.Exploring the implications and challenges posed by AI-generated music.Laney and Matt discuss why they prioritize authentic music in their work.Tune in for next week's episode as we discuss how sometimes even the best composer might not be the right composer, how vintage songs and positivity are making a surprising comeback, and what shows like Stranger Things have taught us about both following and setting musical trends.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“We did a sort of special launch episode with the King, um, who's so knowledgeable, so passionate, you know. I don't know whether he'd just read up about it, but it doesn't feel like it. It feels like it really tapped into something that he wants to talk about and knows how to talk about. Um, so yeah, a dream guest, frankly, in so many ways. Um, and Kate's a great interviewer, and there are another three episodes of that after it, but yeah, it was. When you talk about sonic branding, you know, there aren't many people in the world whose voice everybody recognizes.” – Neil CowlingThis episode is the second half of my conversation with podcast and audio promotions expert Neil Cowling as we discuss the scams and pitfalls of podcast promotion, why podcasting's evolved a more collaborative culture than traditional radio, and what the King of England has for breakfast.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(12:28) – How Sound Influences Brand IdentityMy conversation with Neil continues as he tells us his process for building an authentic connection between a brand and podcast. “We do try and spend an extended amount of time saying, ‘What is your tone of voice? If you can imagine a celebrity that would be your dream spokesperson, who would that be? What words do you use and not use in your other communication?'” he explains. “And all of that feeds into a general vibe that hopefully when people are listening to a podcast, they'll understand that it's from you.” We discuss podcasting metrics, from clicks and listens to downloads, and the perils of paying for services that promise a quick boost. “Someone goes in and promises they'll have a million downloads or that it will create an instant ROI for your product,” he cautions. “We avoid saying that because we are really talking about it as a long-term brand building exercise.”(00:00) – Podcasting With the KingWe discuss the transition from broadcast radio to podcasting in the 21st century, and why, in Neil's experience, radio's competitive culture hasn't carried over to podcasting. “Radio is a real kind of dog-eat-dog medium,” he says, “partly because there are only so many radio listeners and you're all fighting over the same time slot. Everybody wants to be the biggest breakfast show… whereas in podcasting, there's more of a sense that somebody else's success is not at everybody else's detriment.” He tells us about some of his most memorable podcasting experiences, including his team's surprise interview at Windsor Castle with not only Cate Blanchett but His Majesty, King Charles III. “Hannah had the honor of having asked the King what he had for breakfast,” Neil recalls, “you know, to test the microphone. The answer is nothing, if you're interested. He hasn't eaten breakfast for years.”(27:40) – Building Podcast EngagementAs our conversation comes to a close, Neil shares his thoughts on why radio ads are on the way out and what's replacing them in the podcast market. “Radio ads are rubbish,” he tells us. “Most radio ads are done at the last minute by an ad agency who, again, thinks it's easy. They've spent three months working on the TV, and they'll knock together a radio script and push it out there.” We discuss whether pre-roll or mid-roll ads are most effective at reaching their audience, and the unique outreach that host reads offer podcast sponsors. “Give us your bullet points, give us the things that absolutely have to be in there,” he says. “But also allow a bit of levity and a bit of leeway for those presenters so that they can take what the audience already loves about them and transfer it to your brand.”Episode SummaryBalancing brand consistency with collaborative podcasting.Neil explains the key metrics for measuring podcasting success.Exploring the branding benefits of podcast collaborations.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“So the answer to why is that podcasts, whether they're audio only or, nowadays, the vast majority are including video as well, provide a depth and a nuance and a detail of conversation that is almost impossible to get anywhere else. So, you know, we live in an age where people are scanning TikTok and brands are trying to catch your attention for three seconds. And they feel like that's a triumph. If you've stopped scrolling for just three seconds and looked at their thing, it doesn't really matter if you've clicked through. And so, in an age where attention is so valuable, podcasting creates a level of attention that no one else except cinema can compete with.” – Neil CowlingThis episode's guest is the founder of Fresh Air, the leading branded podcast agency in the UK and the most awarded podcast company in Europe. Before getting into podcasting, he spent years creating documentaries and promotional campaigns for some of the BBC's biggest shows, such as Doctor Who, the Olympics, and Luther. He's one of the UK's leading experts in how to use audio to build a brand's unique tone of voice, creating work that drives client results and provides entertainment for listeners. His name is Neil Cowling, and we'll be discussing how brands can earn real attention, balance creativity with business goals, and use sound to connect more deeply with audiences.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – The Value of PodcastingAs our conversation starts, Neil shares his thoughts on when, and whether, it's okay for podcasters to take a break, and how a comedy cassette featuring Rowan Atkinson opened his eyes as a child to the power of sound. “What I love about audio is the fact that I can write something, it comes out of my head onto a page, and then I can make it and not really involve anybody else,” he explains. “I have an idea, and all I need in order to make that come alive is a brilliant script, a great voiceover artist and some sound design.” We discuss how podcasting has evolved over the past ten years, and why more companies are embracing it as a medium. “You can tell stories of extraordinary people all over the United Kingdom,” he tells us. “And a great way to do this, and, frankly, a cheap way to do this, is to do it on podcasts, because you don't need a big set, you don't need a location shoot.”(12:28) – Building a Brand's Audio IdentityOur discussion turns to branded podcasting and how it allows content creators to focus on important niche topics that might not have a chance to build an audience otherwise. “Most of the people in the world will never listen to a podcast that's aimed at insurance brokers,” Neil notes, “but those people love it and find it super valuable. And so is a lot of this kind of brand work, and that extends to all sorts of types of organizations, like, we do lots of charity work.” He tells us why downloads are no longer the key metric and what it takes for a podcast to succeed in today's world. “For some reason,” he says, “there's this residual feeling that, because so many people do make great podcasts from home, that it must be easy. It's really not. Even if you're doing it from home, it's really not.”(27:40) – The Future of Branded PodcastsThe first half of our conversation comes to a close as we look at the untapped marketing potential of sonic branding, particularly in social media spaces. “Some of the biggest brands in the world, you've no idea what they sound like,” Neil says. “They've thought really hard about what they look like, and there are tons of people employed to create the brand guidelines and make sure that they are guarded with their lives. As soon as you say, ' What's your audio brand? ', they haven't got a clue.” He talks about his work in such projects as the London Olympics and Doctor Who, and what Doctor Who in particular can teach us about audio branding. “The Doctor obviously changes every couple of years,” he notes. “You can change the characters, you could change the look of the TARDIS if you wanted to. If you change the noise of the TARDIS or the theme tune to Doctor Who, though, there would be a riot amongst fans of the show... It's probably one of the best examples of sonic branding.”Episode SummaryHow podcasting creates a deeper level of engagement than other media.Neil talks about the benefits of creating evergreen podcast content.Exploring how brands can better leverage audio in their marketing.Tune in for next week's episode as we reveal the key metrics for gauging a podcast's success, what sets the advertising culture of radio and podcasting apart, and what Neil learned from his recent podcast interview at Windsor Castle with Cate Blanchett and His Majesty, King Charles III.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“Scientifically, it's because that voice is vibration. So when it's vibration, it needs a medium to be heard. Like, if we are in outer space, we hear nothing because there's no medium to convey the sound. And then once we're back on Earth, we have media. And when we are listening to ourselves, the sound is vibrating in the head. So, the medium, the media, they are liquid, they are solid, the bones, so that's the medium that they are resonating in. But when we're recording ourselves, the medium is air. And then of course, fortunately or unfortunately, when people hear us, the voice is also vibrating in the air. So that's why I tell my clients, if you want to know how much suffering you're putting people around you through, you must listen to yourself.” – Cynthia ZhaiThis episode is the second half of my conversation with voice coach, TEDx speaker, and best-selling author Cynthia Zhai as we discuss the value of silence in public speaking, why our recordings never seem to sound like ourselves, and her insights into the trend of AI -generated narration.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – Understanding GravitasThe second half of our conversation begins as Cynthia elaborates on the meaning of gravitas and how speakers can best convey a sense of it. “[Gravitas] just means that seriousness in the voice,” she says, “so when a leader speaks, if they are speaking with a voice that conveys this kind of seriousness, the heaviness that it gives people the impression that these leaders know what they're doing.” We discuss the challenge of maintaining an engaging pace while speaking, and why speeches are as much about silence as sound. “One very simple example that I use in my classes,” she explains, “is when we announce the lucky draw winner. So we say, ‘The lucky draw winner is…' After that, we pause, right? We pause so long that we are building up the suspense, building up people's anticipation.”(12:56) – The Role of PresenceCynthia describes her four tips for speakers to keep in mind, such as the impact they have on listeners. “The first one is people have to know how their voice affects people physically,” she says. “Either they give people goosebumps or make people relax.” We discuss that age-old riddle of why our voices never sound like our real selves in a recording, and why she always asks for a recording of her clients as part of her teaching process. “When I hear myself in my head, ‘Oh, it's so deep.' But when it's recorded, it's not. Or they feel, ‘Oh, it's so nice,' and recorded, it's not. They have to listen to themselves.”(25:30) – The Impact of AI on VoiceOur discussion turns to AI and its growing role in narration, and how Cynthia's recent encounter with a voice clone of a teacher who'd passed away quickly revealed itself as AI. “The way that they're talking, you can tell,” she says. “The more you listen, the more you can tell it is by AI because, for example, humans, when we are talking, we can say, ‘Ah, I see,' that there's a certain emotion that we carry where the AI, when you listen, it doesn't.” She tells listeners how they can get in touch and offers her parting tips on becoming a better speaker. “Even if they don't end up working with me,” she says, “I hope that this opens up some window where they realize, ‘The voice I was born with can be changed.'"Episode SummaryCynthia explains what gravitas means and how it can be developed.Techniques for effectively using silence and pauses in speech.The growing impact of AI voice clones and where they still fall short.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“I think one thing we mentioned just now, which is equanimity, that, of course, for them, they didn't realize the word. It was also something, the word that I've learned over the pandemic, so I think that's one thing where that equanimity, how you can stay grounded and centered, even if you are going through chaos, even if there is chaos in your head. So how you can stand grounded, and you can sound calm when you're talking to people, and even also in the pandemic, a lot of times the leaders don't know the answer either. So even if you don't know the answer, even if you feel the future is uncertain, you can still come across as calm and certain with the people you're leading.” – Cynthia ZhaiThis episode's guest is a voice coach, Professional Speaker, and best-selling author. She's also a two-time TEDx speaker, and she's helped professionals from 56 countries across six continents learn how to speak with a powerful voice. Her name is Cynthia Zhai, and she's been a professional speaker and coach for the past 23 years, with engagement spanning five continents in 25 countries. She's also been on this podcast before, though it was pretty much at the very beginning of things in 2020. We had a lot to catch up on, and the topic of communicating effectively is more important than ever. If you want your voice to have more impact and influence, you won't want to miss this discussion.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – Developing Your Leadership VoiceAs our conversation starts, Cynthia shares the memories that have influenced her career in sound, such as hearing Martin Luther King's famous “I Have a Dream” speech. “I think that speech itself, the voice with emotion, the voice with a lot of passion, that's what really moved me,” she explains. “Plus, later on I heard about how the speech he delivered was not the original speech. I think that's even more impressive.” We talk about how things have changed since her last appearance on the show and what inspired her second book. “The first book came out ten years ago, 2015,” she tells us, “so now, ten years later, some new ideas have come to me. I've got some new inspiration, plus all the different clients I work with, so there are even more case studies. And so that's what I did.”(12:28) – Equanimity in LeadershipCynthia tells us about equanimity and how it guides her philosophy as a voice coach and speaker. “Equanimity is a Buddhist term that means that you stay centered and grounded even in the midst of chaos around you,” she says. “Even if you feel that it's uncertain, you feel a little bit panicked, but as a leader that, when you lead, you have to still come across as calm, composed, and certain.” She tells us why having a soft voice is no obstacle to being a powerful speaker, and her approach to helping clients overcome the doubts that keep them from speaking with confidence. “It's because there's something that in their mind is holding them back,” she explains. “For example, they don't dare to take up space. They have grown up in an environment where it's not encouraged… Or there are clients who are fearful of visibility or even authority. Once they have all these, it will affect the way they speak.”(27:40) – Overcoming Stage FrightThe first half of our discussion comes to a close as Cynthia recalls how she ended up taking her own advice about journaling to get in touch with your inner self. “I'm going to do what I have told my clients to do,” she says. “So I wrote it down, and once I wrote down all the thoughts running through my head, I felt so relieved, I said, ‘Oh, okay.' Then I went back to sleep.” She offers her tips for overcoming stage fright and talks about the importance, particularly these days, of showing empathy and understanding in public speech. “Since the pandemic, a lot of researchers have shown, and also it's attested by many clients as well, that people are more and more towards leaders who show compassion,” she tells us. “That's why that compassion has become a very key element when they're speaking.”Episode SummaryCynthia explores how compassion shapes audience perception.Discussion on the meaning and value of equanimity for leaders.Strategies for managing anxiety before public speaking.Tune in for next week's episode as we discuss just what it means to have gravitas, Cynthia's techniques for building a stronger connection with your audience, and how her uncanny encounter with the voice clone of a favorite teacher showed her both the power and limitations of AI in sound.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“I guess that's encouraging, and it's scary at the same time, because, you know, there are a lot of people in the industry that depend on the creativity that they've worked years and years and years to kind of master and to get to this point. And then all of a sudden, someone says, I don't want to pay this person. Let's just have AI do it. And, you know, it does a comparable job, if not better. So it's something that I think as a creative, I try not to be fearful of, but I do think about it as a competitor and as an ally at the same time.” – Jayson JohnsonThis episode is the second half of my conversation with founder of Strike Five Films, Jayson Johnson, as Jayson shares his creative philosophy and advice to young filmmakers, the impact he sees AI having on the creative industries, and why the world, especially now, could use more comedy.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – The Power of Music in Film The second half of our discussion starts with Jayson's firsthand experience with film scores and how a last-minute change to a climactic scene completely changed its tone. “We found an artist who made this really awesome song, and he was local, so he wasn't signed quite yet, and I just approached him, I said, ‘Do you think that we could use your music?'" Jayson recalls. “And so we put that music in there, and that completely changed the dynamic of it.” He shares the advice that award-winning director Terry Zwigoff gave him, and how he only later came to appreciate its significance. “He said you just have to be yourself, and I was kind of disappointed with that answer because everyone's looking for the hack,” he explains. “I realized that he was completely right, that… you have to be yourself and just do things that, you know, excite you. And in that way, it's going to come across as authentic.”(12:30) – Advice for Aspiring FilmmakersJayson offers his thoughts about the AI boom and advances such as the now-discontinued Sora app from OpenAI, and his advice to young filmmakers. “I would suggest that they really think about what they want to accomplish with sound,” he says. “A lot of times people use sound as an afterthought, and I would ask them to think about what exactly they wanted to execute beforehand.” He tells listeners how they can get in touch and talks about some of his upcoming projects, including one movie genre that's fallen out of the limelight in recent years. “I'm going to try my hand at comedy,” he explains, “because, you know, Hollywood says that comedy is dead, and I just don't believe that. I think people need to laugh at things… You can root for the underdog and feel good leaving the theater and, just for two hours, you don't have to think about the madness that's going on in the world.”Episode SummaryDiscussion on how AI is shaping the future of film production.Jayson offers tips on how to integrate sound into storytelling effectively.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“Sound is a really important part of how I make movies because I always tell people that if the sound is good and the picture is bad, then you'll stick around to see what happens. However, if the sound is terrible and the picture is great, you're out of there in like ten minutes. So sound is something that I always cherish. And I think that the right filmmaker who appreciates sound can really take advantage of what we think about and use, you know, the viewer's imagination. A lot of film pictures start off in black and, you know, they just have the sound, so they really grab the audience's attention right from the beginning. So sound is just such a powerful medium.” – Jayson JohnsonThis week's guest is a filmmaker and the founder of Strike Five Films, an independent production company dedicated to authentic, character-driven storytelling. A graduate of Eastern Illinois University, he began his career under the mentorship of Francis Ford Coppola, working on the Wine, Daydreams & Memories tour before producing over 1,400 hours of broadcast television for Discovery ID. Since founding Strike Five Films in 2017, he's written, directed, and produced nine short films that have screened at more than ninety festivals worldwide, earning six awards. His work has been featured in numerous media outlets and is defined by themes of perseverance, community, and creativity.He's currently in pre-production on his debut feature, R.O.G.E.R & Me, an offbeat, heartfelt film rooted in Richmond, CA, while continuing to mentor emerging filmmakers and expand his mission of fusing storytelling, social impact, and independent artistry. His name is Jayson Johnson, and if you've ever wondered how intentional sound can elevate storytelling and make a lasting impact on audiences, you won't want to miss Jayson's behind-the-scenes insights and practical tips.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – How Sound Captivates AudiencesWe start things off with the vivid impression sound made on Jayson as a child, and how it led him to a career in filmmaking. “One of the memories I have as a child,” he recalls, “is, you know, you're sound asleep, and then all of a sudden, the vacuum cleaner goes on… that was kind of like an alarm clock for us, you know, because we always had chores.” He tells us more about his influences growing up and how a lifelong love of movies became a calling. “When I went to college,” he explains, “I had no idea what I wanted to do, so I signed up with Speech Communication, and they had a discipline of Radio, TV, and Film. And I just tried out everything.”(11:27) – Sound Techniques in FilmmakingJayson tells us more about his early years in the industry and how a chance job opening led to an encounter with Sofia and Francis Ford Coppola. “I put out all these resumes, I don't even know how many I put out,” he tells us. “Probably a hundred or so. No one called me except for this one place, and I said, ‘Oh, it's a winery. I'll go there.' And it happened to be Francis Coppola Winery.” He recalls his work on Sofia Coppola's Marie Antoinette, and the lessons about sound that Marin Scorsese's classic Goodfellas taught him to apply to his own films. “We see the cars explode,” he explains, “and Scorsese wants the audience to feel the emotion of that scene by not saying anything and just adding that little pause in there and, you know, letting the audience feel the gravity of the moment.”Episode SummaryExploring how silence enhances emotional depth in storytelling.Jayson discusses the sound techniques he's used in his films.Tune in for next week's episode as we talk about how music can transform a film, both for better and for worse, his thoughts about the emergence of AI videos and virtual celebrities like Tilly Norwood, and why he considers sound to be the first step in his creative process as a filmmaker.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“When I do see really powerful sonic branding, it's impressive. It stands out, you know? There was one I looked at, it was a luxury airline, or it was a luxury-like experience, I want to say. They sold, like, really specific vacations to remote parts of the world that were really luxury experiences and really interesting, and they had a really cohesive sonic branding that wasn't music. It was just an intentional sound design approach where they had a lot of the sounds of the place, and they really focused on a sense of place. So when it was in Japan, it would be the sound of that water bamboo thing, you know, really magnified. And then the sound of an old wooden gate closing, and then the sound of someone folding a paper crane, like really delicate, beautifully recorded sounds that they would shape into the commercial. And so that wasn't music, but every single ad had the same kind of vibe of this really intentional, beautiful sound design that evoked a sense of place. And that was just so cool. And so, when I see something like that, I'm like, ‘That's what you can do. Why are you doing random samples when you could have a really nice effect and memorable impression?'" – Caitlyn TrevorThis episode is the second half of my chat with sonic UX researcher Caitlyn Trevor as we discuss how culture can dramatically change UX impressions, the value of sound in strengthening brand, and her “Sound Effects” series on LinkedIn, exploring the link between sound and behavior.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – Making the Most of a Sonic ImpressionThe second half of our conversation begins with Caitlyn's findings when it comes to improving on-hold UX phone design, including her discovery that less is more when it comes to automated voice updates and commercials. “You're like, ‘Oh, thank God,'" she recalls from her research results, “But if it's just, ‘We want to tell you about our special new…' You're like, ‘Oh.' And so it was a stress thing for them every time they heard a voice, they thought, ‘Oh, someone's answering.' And then when it was a commercial, they were extra annoyed by the commercial.” We talk about some other sound design elements that defy common sense, such as research showing that fire alarms aren't very well attuned to the human brain. “I found that the typical fire alarm is not the most effective,” she tells us. “You know, this kind of house alarm, like, it's at around 3,000 Hz, really high-pitched. This is not great. A lower-pitched one around, I think it was 500 Hz, is actually more effective at waking people up.”(15:00) – How Sound Changes the Customer ExperienceCaitlyn tells us more about the unexpected results of research into our relationship with sound, including our smartphones. “When you turn off notifications completely,” she notes, “you actually check your phone more than if you leave them on because you have this like, fear of missing out… People who had their phones on mute picked up their phones 48 more times per day and spent 52 extra minutes on their phones.” We talk about what that research means for audio branding and making a positive customer impression, and we discuss the powerful, often-overlooked impact of sonic logos. “There's an IPSO study as well,” Caitlyn recalls, “that wasn't actually about sonic branding specifically, but the results were really flattering for sonic branding. It was something like if you have a sonic logo, it increases brand recall by, I think it was like 96%. It was really crazy.”(21:40) – The Future of Audio BrandingOur conversation comes to a close as Caitlyn shares her thoughts on the power of sound and what her research has shown about its impact on the human mind. “I think sometimes, you know, sound is such an afterthought,” she explains, “and people don't remember that it actually has a really big impact on the experience. I think that's becoming a bit clearer with people caring more about neurodivergence and sound sensitivity.” She tells listeners how they can get in touch, and adds her advice on how brands can make the strongest and most consistent sonic impression on their customer base. “The more time you spend with stimuli,” she notes, “whatever it is, a song, a picture, the longer you look at it, hear it, the more you like it. So when you're doing ratings of emotion or, I don't know, familiarity, likability, that's going to affect it. But, you know, we know this, and somehow we don't use it sometimes.”Episode SummaryCaitlin discusses the impact of sonic branding on client relationships.The impact of sound on brand perception, ratings, and customer loyalty.How Caitlin's research is redefining audio branding and marketing.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“Our brain really prioritizes vocal signals. They're super important to the brain because human communication is a really big priority for us as a species. It's a deep signal in our brain, right? And so, we were seeing a stronger reaction to the screams than to the music, and that sort of makes sense. There were more intricacies to that, but I can't really remember the exact brain areas and all that. But it was cool to see that. Yeah, it is sort of mimicking, but our brain really separates them. You know, it may still get sort of a response, a same kind of fearful response, but it's not going to be as powerful as the voice, um, which makes sense because music is not real, right? There's a difference between a real stimulus and this sort of artistic one. Yeah, so it was interesting.” – Caitlyn TrevorThis episode's guest is an award-winning researcher and musician with over a decade of experience studying how people perceive and respond to sound. She holds a PhD in Music Theory from Ohio State University and has published her work in top journals. She was awarded a Marie Skłodowska-Curie Fellowship to study music and neuroscience, and she's professionally certified in user research. As a musician, she has a Master's in Cello Performance, has composed an award-winning short film score, and has designed sound for theater and film. At SonicUXR, she leads with both credibility and creative empathy, equipping sound teams with the tools to create more intentional, impactful audio.Her name is Caitlyn Trevor, and her work is reshaping how sound is understood, valued, and designed across industries. If you've ever wondered how sound really works on us, this conversation will change the way you listen.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – Lighting a Musical FireOur conversation starts with Caitlyn's early impressions of sound, particularly the moment that sparked her love of orchestral music. “I came across on the floor like a little cassette tape and a cassette player, and I popped it in and just hit play while we were chatting, and it was the Lord of the Rings soundtrack,” she recalls. “I was a little too young when it came out, the first one, and I was just captivated by it. I mean, I was like, ‘Wow, what is this?'” We discuss the chance encounter during her musical studies that turned her focus towards music cognition and the neuroscience behind sound. “There was a lecture I went to totally by chance,” she tells us. “It was a new music theory professor, and the lecture was about music cognition, and I had never heard of it before. And I was like, ‘This is just the coolest field I've ever heard of.' And I totally was on board after that.”(15:00) – Pianto Sighs and Psycho ViolinsOur discussion turns to her research on the connection between music and the brain's primal response to voices. “In sad music,” Caitlyn explains, “there's something called the pianto topic, which is essentially just a half-step falling motion, like, which is supposed to mimic a sigh. But, you know, that's quite abstract… Whereas the psycho violin, you know, sounds very much like a scream.” She tells us about the birth of her daughter and how her career shifted from academia to the private sector. “I think a lot of academics are scared that's going to happen, that it's going to feel like, I don't know, maybe they wasted all that time,” she says. “I was prepared that I may not be able to continue doing music cognition, and I'm very happy that that hasn't been the case. That was surprising.”(21:40) – Putting Audio Theory to PracticeCaitlyn tells us more about her work on UX research, and how it quickly and unexpectedly led to her focus on phone trees and hold-time experiences. “They hadn't thought about the phone tree for that,” she recalls. “They just mentioned it, like, ‘Oh, and we're also doing the phone tree and the on-hold music.' And I was like, ‘Wait, that would be great for me to work on… somebody needs to do UX on that [because[ it's the worst.'" She talks about the advantage of being able to put her findings to use, something that hadn't been so easy at the university. “What I like about my new position,” Caitlyn explains, “as opposed to working in academia, is synthesizing it in a way that's accessible… I never really did that in academia. It was always just about supporting your hypothesis, explaining the results. But now I get to say this research shows me that we should compose it this way.”Episode SummaryCaitlin shares her journey from Lord of the Rings to the science of sound.The evolutionary origins of music and its impact on the brain.Caitlin's work in UX research and creating a better phone-hold experience.Tune in for next week's episode as we discuss the results of Caitlyn's studies into on-hold UX design and phone trees, why unpleasant sounds are sometimes the better choice in automobile UX, and what she's learned about the long-term return on investment when it comes to sonic branding.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“I grew up near the west coast here in Denmark, so yeah, the sea has always been there. And Aarhus is also a harbor city, so definitely there's something relaxing about going down to the water and hearing the whistling. We implemented that in Necesse, actually. We have a water fountain that's spatial, so that when you get near to it, you hear it rustling. You can sit by it and actually get the feeling that you're talking about, of just, you know, [dreaming] away.” – Rune EskildsenThis episode is the second half of my conversation with composer Rune R. B. Eskildsen as we discuss the balance between AI convenience and human intuition, where the data we feed AI ends up and how it might be used, and his work on the upcoming, highly anticipated game Out of Words.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – Navigating AI and Copyright ChallengesAs the second half of our discussion starts, Rune shares his thoughts on the growth of AI and how even a simple jingle can benefit from a human touch. “It's a story that you are trying to convey through the brand or whatever you're making that sound for,” he explains. “Yes, you could recreate the same thing with an AI, but it wouldn't be able to encapsulate the thoughts that we've spoken about.” We talk about the environmental impact of AI and the data centers that power it, and how different countries are looking to offset, and even take advantage of, that impact. “Data centers are going up,” he notes, “I just learned recently that in Amsterdam or somewhere in the Netherlands, they use data centers to heat up the city. So they build them on the ground and then they heat parts of the city.”(15:45) – The Role of Human Emotion in SoundOur conversation turns to some of the privacy concerns that have sprung up around AI, and how they affect his use of it for professional clients. “Even though it might not go anywhere, we don't know if it's going anywhere,” he says about prompts. “It takes a snapshot and puts it somewhere and hides it. And there might be some secret stuff, so yeah, that's also a concern.” He discusses some cases where, on the other hand, AI has helped clients better express their needs. “I think talking about AI as a tool,” he tells us, “maybe people would do that, say, ‘This is kind of the vibe that I want to do. And I've made it with AI or made it myself or whatever, but now I want you to do it properly.'"(22:00) – Rune's Advice for Product DesignersAs our conversation wraps up, Rune elaborates on the different, often subtle impact that AI and human compositions can have on listeners. “I guess that's sort of the same,” he explains, “[as] plastic plants and real plants. And that's definitely, you know, it lights up and there are some colors which you really can't emulate that well, even though some of the plastic ones are good.” He tells listeners how they can get in touch and talks about some of his upcoming projects, including the indie adventure platformer Out of Words. “We have some updates coming and we'll be on sale on Steam when we go into winter,” he adds. “So that is nice. And yeah, we have some bigger updates coming.”Episode SummaryRune shares insights on the current copyright landscape in Denmark.Discussion on the ethics and sustainability of AI in the audio industry.Rune gives tips on how to enhance sound quality in product design.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“When I started on the project of Necesse, we had maybe thirty sound effects. I've made around 400, 350 sound effects, so it's become much more immersive. You can hear animals when you wander around in the different environments. And just the feedback you get by playing the game, it's quite nice compared to before, which were much more… maybe empty is the right word.” – Rune EskildsenThis week's guest is a media composer, sound designer, and drummer based in Denmark. He writes music and builds sonic identities across formats, from commercials and podcast jingles to film scores, game music, and in-game sound design. He holds a Master of Science in Strategic Communication, which he applies to creative direction, collaboration, and clear, audience-first storytelling.More recently, he's become the Composer and Sound Designer of the indie game Necesse, selling more than 2,000,000 copies. His name is Rune R. B. Eskildsen, and he bridges classical training and cutting-edge technology to tell stories through sound. This episode will give you a fresh, behind-the-scenes perspective on how sound can shape emotion, imagination, and even player behavior.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – Growing Up in a Musical HomeOur conversation starts with the movies and music that inspire Rune's career in sound. “I clearly remember watching Star Wars,” he recalls, “and all of the soundscapes that are in, you know, just that huge universe, [with] TIE-fighters flying by and Darth Vader, that scary sound.” He shares his memories of growing up in a home that doubled as a music studio, and of studying classical music from a young age. “When I went to this special school in Denmark that is only for classical music,” he says, “and being there, being part of that, I played the French horn. At this time, I started to have ear training and music theory and all of that, which kind of led me on a path to try to make my own.”(15:00) – From Classical Music to Video GamesThe discussion turns to his work in the video game industry and how he got his start in composing video-game soundtracks. “I showed up at this incubator with game companies,” he tells us, “and I was, like, ‘This is me, I do music, I want to do music for games.' And then some of the guys there, they said, ‘Hey, we want to work with you.'" Rune gives us a behind-the-scenes look at game development and recalls his sound work on MineRalph, a game where the soundtrack had to keep pace with the action. “So, because you gain speed if you're, like, going down a hill or something like that, or down a hole,” he explains, “if you have high speed, the music will change into different adaptive layers.”(21:40) – Creating Immersive Gaming SoundscapesAs the first half of our talk comes to a close, Rune tells us more about his work with video games and shares another memorable project that took some outside-the-box thinking. “That was like a dystopian world sci-fi thing,” he recalls, “and that was actually mainly symphonic music. But again, it was sci-fi, so I was able to design a lot of, you know, sounds that people did not hear before.” He shares his thoughts on where indie games are heading next and how organic creativity is becoming an increasingly valuable asset in the industry. “I think in terms of trends,” he explains, “people are trying to make immersive worlds that are standing out more than just being, you know, if you use Unity... making it more creative, making your own world, making it hand-drawn instead.”Episode SummaryRune shares his early memories of sound, particularly from sci-fi films.Rune explains his journey from classical music to video game soundtracks.Discussion on current trends in game audio and the role of AI.Tune in for next week's episode as we talk more about the influence of AI in video games and cinema, Rune's advice to musicians for juggling the rapid-fire demands of modern freelancing, and how countries around the world are managing the environmental impact of the AI boom.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“I think that sound drives the emotion of a scene, right? As much as dialogue, right? Sound and music, score in particular… I just think it helps to create emotion in a scene or augments the performances. Because you gotta have great performances, but great performance coupled with, you know, great sound design or a great score, it just makes you feel, it does something, it makes you tingle. It does something to you that just envelops you in that moment, right?” – Kenneth JohnsonThis episode is the second half of my conversation with sonic storyteller and founder of Artistry in Sound, Kenneth Johnson, as we talk about his experiences as one of the earliest Black sound designers in Hollywood, the changes that AI and streaming media have brought to sound design, and how horror movies in particular combine a variety of sound approaches to make a powerful impact.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – The Role of Sound in FilmOur discussion continues as Kenneth walks us through the process of sound design, from shooting script to the recording booth.“As I'm reading the script,” he tells us, “I'm sort of envisioning the project and thinking about, okay, well, what do I think it should sound like? And what can I do to embellish those scenes? And so once I've kind of digested that, then we do what's called the spotting session with the creatives.” He tells us more about creating a cinematic soundscape and reveals just how little of what the audience hears comes from the action onscreen. “Everything, usually, other than the dialogue, we recreate,” he says. “Whether that's a car race, a spaceship, or it's by a river, everything that you hear, all the ambience, all the sound effects are redone. We've recreated that whole soundscape.”(15:45) – Production Recording vs. Post-ProductionKenneth tells us about his up-and-coming experiences in Hollywood and the importance of diversity in the sound industry. “What I do is I try to give people opportunities,” he explains. “My team, you know, are from their early twenties to forty, and the majority are African American, and the majority of them, well, all of them, basically, I trained and mentored. And they're very talented.” We discuss the growing role of AI and streaming content in sound editing, and how much software apps have changed the process since his audio career began in the ‘90s. “Once we put [the audio track] into iZotope RX,” he tells us, “we could see it, and so I had to figure out what's making this resonance. I had to take some things out, and it turns out it was a metal music stand that was vibrating and causing that frequency.”(25:30) – The Future of Sound DesignOur conversation comes to a close as we talk about the different roles and responsibilities involved in cinematic sound, from soundtracks to dialogue to each layer of Foley sound. “We want it to be able to breathe because if you just throw everything on the wall,” he says, “then it's not going to be as nice as if you selectively pick what's going up there. That's important to figure out, who's going to handle what, because a lot of times sound design and score can overlap.” Kenneth tells listeners how they can get in touch, and he offers his advice for newcomers in the sound industry, including the value of hands-on experience. “I can take you to a class and talk for a few hours about techniques… Are you going to retain that? Probably not,” he says. “If you're able to get in there like I did and have access to being able to work and try out different things and get advice, you're going to move faster.”Episode SummaryWe discuss how sound drives emotion and shapes a movie's narrative.Kenneth outlines his creative process from script reading to ambient sound design.Insights and advice from Kenneth for the next generation of sound designers.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

This episode's guest is an award–winning supervising sound designer whose groundbreaking work has shaped the sound of some of television and film's most iconic projects, including Netflix's hit series Forever and Kevin Hart's animated comedy Lil Kev. Born and raised in South Central Los Angeles, he rose through the ranks of Hollywood post-production, breaking barriers as one of the few Black sound designers in the industry and earning multiple MPSE Golden Reel Awards and Emmy nominations. Today, he's not only redefining sonic storytelling but also championing greater diversity behind the scenes, ensuring the voices shaping what we hear are as dynamic as the stories themselves.His name is Kenneth Johnson, and in this episode, we'll discover how he transforms silence into emotion and builds powerful storytelling through every note, tone, and texture.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – Kenneth's Early InfluencesWe start things off with a look at Kenneth's journey from a childhood in the South Central projects to an award-winning Hollywood career. “Something just came over me, and I said, you know what? This is it, I'm kind of done,” he recalls a pivotal moment early in life. “I had to make a decision as to what I wanted to do with the rest of my life, and, you know, I've always liked music.” He tells us about his early career in post-production sound and a chance encounter with producer J.R. DeLang. “He said, ‘That's great, but you can't come in and just sit in that chair. You've got to work your way up to that.'” Kenneth tells us of their first meeting. “He said, ‘we've got two positions that usually work their way up to being [soundtrack] mixers, and that's a dialogue editor and a sound effects editor.'”(12:45) – The Journey to Sound DesignKenneth tells us more about his work as a sound designer and the art of creating impossible sounds, such as the wild inventions in the Honey, I Shrunk the Kids series. “They were always creating these contraptions and things that don't exist,” he says, “so you had to figure it out in your mind. You'd have to say, ‘Well, what do I think it sounds like?' Or what should it sound like? And then you start putting pieces together.” He recalls his sound editing work from a memorable scene in the award-winning movie Road to Perdition and the thought process behind it. “We started out with just hearing the sounds of winter,” Kenneth explains. “And then he tries to start the car, and the car is not really functioning and he's having an issue starting it. And so that whole sequence of him trying to start the car and then finally getting it started was, it was just really beautiful.”(25:30) – The Power of SilenceAs the first half of our conversation wraps up, Kenneth emphasizes the importance of testing sound work in its native format as well as the studio. “I think a lot of times people don't do that,” he says. “They don't play it back in the medium that it's meant to be played on. They just play it in the room and it sounds fantastic, right? But then when you squash it all down to a stereo file, it will sound different.” We talk about what goes into setting up an ideal sound studio and about the importance of “tuning” a room. “Say there's a dip in the low end,” he explains, “and the room hasn't been compensated. We're going to push the low end, which means that possibly when it gets to another playback format, the bass is going to be really loud. So we try to mix in a neutral environment where everything is flat.”Episode SummaryKenneth discusses his childhood and transition to film and television sound design.We discuss the challenge of creating sound effects for things that don't exist.Kenneth emphasizes the importance of maintaining an ideal studio sound space.Tune in for next week's episode as we discuss how Kenneth puts sound to work in shaping a narrative, how his role as a sound designer has changed since digital sound editing became the norm, and his advice for people who are just starting out in post-production and sound editing.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“The reason why brands and companies should be thinking about audio is because all of their consumers are, whether they know it or not. I mean, to your point about people knowing when something doesn't feel right but not necessarily knowing why, a lot of times it's audio. Especially now too, with so much AI slop and the level of inauthenticity that is being broadcasted, a really great song jingle, like a really well-crafted sound design for movements in things like action, sports, or what have you, that can bring in the viewer or the listener into a world that I just cannot.” – David GielanThis episode is the second half of my conversation with founder and CEO of Dominant Creative, and founder and CTO of DominantLabs.AI, David Gielan, as we discuss the shifting balance between AI content and natural creativity, where he sees the advertising industry heading as human artists become more of a luxury, and the link between branding, better sales, and the power of sound.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – The Importance of Audio in MarketingThe second half of our conversation starts as David relays a lesson Emma Thompson shared in one of her books about the impact that just writing our thoughts down can have on the brain. “She says there's a relation between the way that our brain works and our hand,” he recalls. “You fundamentally learn what it is you're putting down on paper by having that connection, which I think is really interesting. And we totally miss it if we put it into an AI chatbot.” We focus on the steady growth of AI in the advertising industry, and how it's making organic content both less common and more valuable. “In the same way that I buy vinyl and listen to vinyl,” David says, “that's how voiceover, and, in my humble opinion, sound design, music creation, all these things will be. There will be a premium for it, and there'll be a much smaller group doing it because you will not be able to make a living at it.”(08:15) – AI's Impact on CreativityDavid tells us more about his creative process, and how he took a deliberately low-tech approach to mixing his last album: “I didn't want samples from somebody I've never met, somebody I didn't know who played it in some studio in Prague to have their stuff on my record,” he explains. “And so I think there are more people out there who feel the same way that I do.” AI can have its advantages, though, and he describes how he puts it to use when brainstorming. “When I want to sketch out storyboards,” he says, “it's much easier for me to clarify that idea and then have it animated… Not because I'm trying to put out a final product, but because I'm trying to understand better what I want.”(22:35) – Crafting an Authentic Brand SoundAs our conversation comes to a close, David shares some of the projects that have marked the highlights of his career, and the role sound played in shaping their success. “One of the proudest things I have in my career is a piece of audio that's absolutely defined the legacy of that brand. And it is very easy to forget what drives a consumer to make a purchasing decision to align themselves with an identity because that's essentially what, you know, your dollars go to.” We discuss the link between visual, audio, and ad revenue, and how he puts all three to use to build a successful brand. “The thing I spend most of my time doing is connecting the dots between a good brand and better sales,” he tells us. “Ultimately, that's what it will or will not do. And audio is a massive part of that.”Episode SummaryDavid discusses why brands should focus on authentic audio experiences.The conversation shifts to the effects of AI on sound design and creativity.David shares his philosophy on creating sound with a personal touch.Connect with the GuestDominant Creative's website: https://dominantcreative.com/David's website: https://gielan.com/Follow David Gielan on Facebook: https://www.facebook.com/dgielan/Follow David Gielan on Instagram: https://www.instagram.com/davidgielan/Follow David Gielan on LinkedIn: https://www.linkedin.com/in/davidgielan/Get your complimentary mini e-book and learn how to create your personalized and branded audio branding strategy with my Top Five Tips for Implementing an Intentional Audio Strategy.Do you need a voice talent for your next project? Visit my voice-over website to find out more about how my voice can help you with your audio brand. You can also subscribe to the Audio Branding Podcast on YouTube to watch the show's latest episodes.Please leave the Audio Branding Podcast a written review so others can find the show on their favorite podcast player!Want to be a guest on Audio Branding? Send Jodi a message on PodMatch, here: https://www.podmatch.com/hostdetailpreview/jodikrangle.This interview episode was very skillfully made to sound beautiful by the talented Humberto Franco.** Transcript available upon requestThis podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“To your point, like it can make or break campaigns, can make or break TV and film. I mean, you know, there's mumblegate that's happening, like with all the streamers where I can't understand half the things that are being spoken... And in the interview, he was like, ‘Well, it's just not important to me.' I'm like, what?” – David GielanThis week's guest is a six-time founder and creative strategist who knows the power of sound in shaping stories that stick. As founder of Dominant Creative, a global agency and production company, he helps brands harness audio to spark connection and inspire change. His name is David Gielan, and in this episode, he shares how sound influences branding, fuels emotion, and helps organizations stand out in a noisy world. If you care about where audio is headed, you'll want to hear this one.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – David's Journey from Music to MarketingAs our conversation starts, David recalls his early memories of sound and how he's passing on the lessons he learned to his own children. “Being even two or three years old,” he says, “I have these memories of dancing to records in my home and, you know, I just try to impart that on my kids too when they were very young.” He tells us more about his experience in marketing and ad production, and how having a background in music can sometimes be a mixed blessing. “I am not a person who can go to live music events as just an appreciator of music,” David explains. “It makes it absolutely impossible for me…. I'm just going to be sitting there in my head trying to pick it apart, not in a negative way, but just in a way of trying to understand how it was all put together.”(08:15) – Mumblegate and Audio ClarityThe discussion continues as David tells us more about the role sound plays in his approach to branding. “ I also have always been the kind of director and creative who is considering sound at each stage of the process,” he tells us. “And so I'm also doing the edit in my head and I'm doing the sound design in my head while we're filming, while we're working on it, and so it just gives me a greater level of control, but also creative inspiration as I'm working.” Our conversation turns to “mumblegate,” the sound editing trend that's making streaming audio harder to hear than ever, and how it can work against a marketing campaign. “I think for a lot of people,” he adds, “sound is usually an afterthought, especially because advertising a lot of time is a very visual medium… The creatives that I love working with most are the ones who come from post before they started getting into the director's chair, because they understand how something incredibly simple can make such a massive impact.”(22:35) – The Role of Sound DesignAs the first half of our conversation closes, the topic turns to how David puts sound to use in his own marketing work, such as an ad campaign he created for Yonex. “It was a very dark and emotive and impactful round of spots that were mainly driven by sound design,” he recalls. “It was just the visuals of a racket spinning. But it really came to life when, you know, when those moments were accented by key sound effects.” Our discussion returns to his insights on mumblegate, and how often it comes down to a struggle between sound editors and producers. “I've worked with a number of rerecording mixers over the years that bury dialogue because they're forced to do so, not because they want to. They're like, ‘No, I want to bring clarity to this project and so people can follow the story and understand what's going on.' And then they're, you know, shouted down by the folks at the top.”Episode SummaryDavid talks about his career journey and personal experiences with sound.Why audio clarity seems to be less of a focus in today's media.David shares the impact of sound design in his advertising campaigns.Tune in for next week's episode as we talk about the human creativity premium that the AI rush is helping to create, how David's balancing automation and his personal approach to building a campaign, and why he feels that sound is an untapped resource when it comes to branding.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“Live is always going to be great. Human connection is the only thing that will differentiate AI from people and from artists. And that is, I think, going to be the key lever that artists have left. So in the same way as you might go and buy a handmade coffee cup for $20 from an artisan stall when you can buy one for a dollar in Walmart, music will still hold great value.” – David Courtier-DuttonThis episode is the second half of my conversation with the founder and CEO of SoundOut, David Courtier-Dutton, as we discuss the catch-22 financial companies can face when it comes to making a sonic impression, how some companies are reaching old and new customers alike by reviving the radio jingles of years past, and the role of audio branding in an increasingly AI-driven world.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – Surprising Trends in Sonic BrandingThe second half of our conversation starts as David shares more of SoundOut's discoveries about the effectiveness of branding, including why Visa and Mastercard's sonic logos haven't made the impact they'd hoped. “Listening to their sonic logo in isolation with no brand association,” David explains, “20% and 31% respectively said, yeah, we know the brand. But not one person out of those 400 across the two brands could actually write the brand name when asked what the brand was.” We talk about the old radio jingles and how some companies are finding success in reviving them for a new generation. “Both Maybelline and Pillsbury,” he tells us, “are sort of historic logos that were retired for a long time, and you just cannot underestimate the power of bringing back an old, beloved sonic logo… I wouldn't say it's an easy win, but it is, because those neural pathways are absolutely locked in.”(8:45) – The Role of AI in Music and MarketingDavid and I talk about the elephant in the room, AI and its impact on marketing, and the shift he's seen over the past year. “Up until about six months ago,” he observes, “we were seeing very little of it. There are some obvious concerns around legalities … brands won't want to use music created by AI in case it is actually breaching copyright. [But[ that will get sorted in the next six months or so, I think.”He shares his thoughts on how search processes are being increasingly handled by AI, and how audio can help brands stand out from the crowd. “The brand will go nowhere near the consumer,” he tells us. “So anything that you can do to make your brand more distinctive when you are advertising online and through music, anything to make a brand more prominent, can only help.”(20:30) – The Power of Authenticity in BrandingAs our discussion comes to a close, David elaborates on his observation that AI is increasingly talking to itself rather than users. “We're basically talking agents talking to agents,” he explains, “so AI agents talking to AI agents… I would imagine within 12 months it'll become quite a big thing. And within three years, it'll be everywhere. Everywhere.” We talk about the role human creativity might still play in a marketplace driven by AI, and one advantage musicians still have over machine-generated content. “It can feign emotion,” he says, “but you'll never move an AI with a song because it doesn't do emotion, and it literally, it never will… Emotion and empathy are all that we have as humans to distinguish ourselves from machines. And so music will… music will survive forever.”Episode SummaryThe challenges and surprising innovations in building a distinctive audio brand.How AI audio content has already begun to reshape the digital landscape.David shares his insights on what the growth of AI means for human artists.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“When you hand it to the composer in sonic branding, at that point, it becomes an art, because the job of the composer, of course, is to translate those desired emotions into music. And it's not [the] music that the composer feels, it is what it makes the audience feel when they hear it, and that is almost pure art. We have done some science around it, and we know what might help in terms of instrumentation and timbre and pitch and all that sort of stuff, but, at the bottom line, the sonic logo is only going to be as good as the composer. They are the most important person in a sonic branding project, bar none.” – David Courtier-DuttonThis episode's guest is the founder and CEO of SoundOut, and he's on a mission to prove that sound isn't just art – it's strategy. From building the world's largest music testing platform to decoding how sonic logos tap straight into our memory and emotions, he's turned the science of sound into a tool that brands can't ignore, and he's worked with such brands as Amazon, TikTok, Netflix, Sky, and Target to help optimize their sonic branding and marketing.His name is David Courtier-Dutton, and we'll be talking about what makes audio unforgettable, how data reveals our hidden reactions to music, and where the future of audio branding might be headed.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – David's Earliest Memories of SoundOur discussion starts off with a pivotal moment in David's childhood, and in the years that followed, that taught him the power of sound. “It seared that moment in my brain,” he says, recalling George Harrison's song “Give Me Love (Give Me Peace on Earth), “of all the very few memories you have when you're six, seven years old. It just stuck with me. And I lost the song for probably about thirty years or so. And then when I heard it again, I was straight back in that little car, absolutely transfixed by the radio at that point.” We talk about his journey from corporate law to sonic branding, and how it coincided with the dramatic changes that MySpace and social media brought to the music industry. “The industry appeared to be facing existential moments,” David recalls. “So I thought, ‘well, wouldn't it be great, if the industry is going to go away and fans can connect with the bands, why don't we create a business that enables the fans to invest in the bands themselves and actually finance them?”(15:00) – Understanding the Role of Sonic BrandingDavid shares his observations on audio branding and the mistakes that can derail an agency's search for the right sonic logo. “They get really attached to the sounds,” he explains, “and they start reading things into the options and the logos that perhaps don't exist. They forget that this sonic logo will just be pinged out across the airwaves and listened to fleetingly by consumers, and you can really overthink it.” He tells us about SoundOut's pioneering brand study, its methodology, and what it's revealed so far about successful sonic branding. “From that historic data,” he says, “the key data point was that if you have your [brand] name in your sonic logo, then people were twice as likely to attribute it to the brand as if it wasn't in. So that's powerful. That's a good argument for putting the name in.”(23:00) – Insights from the SoundOut IndexAs the first half of our conversation wraps up, David offers more insights from the SoudOut study and what they tell us about successful sonic branding. “If you've got three seconds or two seconds to create a logo,” he notes, “you're not going to create something that has a hook as strong as Katy Perry or whatever it may be. It's always going to be a short snippet of a melody.” We discuss the surprising gap the index revealed between what consumers think they know and what they actually know when it comes to brand recognition, and the advantage sound has over other, more traditional marketing. “People can't block their ears,” David tells us. “They can look away, they can be doing something else at the same time, but you can't close off your ears [or] your ability to listen and for those connections to be made. So it's a very subversive way of marketing, but highly effective.”Episode SummaryDavid shares his journey from a London law firm to music and marketing.How traditional branding can lead agencies astray when it comes to sonic logos.David discusses SoundOut's five-year study of audio branding and recognition.Tune in for next week's episode as we talk about the unique audio branding challenge companies like Visa and Mastercard face, what role human creatives might play in a market that's increasingly giving way to AI, and how audio branding can help companies rise above the algorithmic noise.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

One topic that comes up quite often on Audio Branding is audio technology, and how far it's come over just the last few years. Whether it's choosing the right sound equipment, deciding if you should record with noise cancellation turned on (and just for the record, you shouldn't), or taking advantage of advanced recording options like 3-D audio and Dolby Atmos, there's a lot to consider when it comes to sound. But you might be surprised to learn that the science of sound optimization is a lot older than surround sound, or stereo recordings, or even audio recordings at all.Sound has been a part of our lives for as long as we've been around, and it turns out that we've been finding ways to boost sound quality and reshape the acoustic landscape around us for just as long. From ancient Roman amplifiers to prehistoric boulder harmonies, our ancestors explored the possibilities of sound in ways that scientists today are still trying to understand.Creating just the right sound experience can be a big enough challenge for modern-day concerts and movie theaters. How do you do it when you don't have any microphones or speakers? This was the problem faced by Greek and Roman architects, and the science of archaeoacoustics, of how sound was shaped and used in ancient times, hasn't entirely unraveled their solution. According to the ancient Roman architect Vitruvius, they used “acoustic jars,” or “echea” in Greek, small brass cups built into the walls between each of the seats. He didn't invent them, though, so we aren't sure who originally came up with the idea. These echea were believed to resonate and amplify spoken voices, boosting their sound for each listener like a set of personal speakers. They were arranged according to precise mathematical rules that differed depending on the theater's dimensions.Did they really work? They must have worked well enough, since they were popular not only during antiquity but also in medieval times, with over a hundred cathedrals in France alone putting them to use. But research continues on just how they worked as well as they did. Some studies suggest that they didn't actually amplify sound, but instead absorbed some of the surrounding frequencies to muffle the background noise: the world's first noise-cancellation technology, more than two thousand years before headphones. But a 2011 presentation at the Acoustics of Ancient Theatres conference suggested that maybe their resonance effect did amplify sound. The verdict's still out.If you'd like to hear an echea's resonance for yourself, here's a clip of a sound sculpture by Michele Spranghero that puts one to haunting use:https://www.youtube.com/watch?v=vb57mGHy4OERome wasn't the only ancient civilization to take advantage of sonic resonance. More than a thousand years earlier, and several thousand miles away, lies the Peruvian archaeological site of Chavín de Huántar, once the capital city of the Chavin civilization. Its temples, plazas, and surviving buildings have been studied for many decades, and lately that research has helped uncover the role that sound and harmonic frequencies played in its religious ceremonies.One artifact that's been consistently found there is the pututu, a wind instrument that's also known as a conch trumpet since it's made from the shell of a conch. This may be a little surprising since the ocean's well over a hundred miles away, but there might be a surprising reason why so many ancient conch trumpets have been recovered from the Chavin temples.A research team from the Acoustical Society of America, accompanied by Stanford researcher Dr. Chris Chafe, investigated the acoustical properties of their chambers and discovered that they're designed to resonate with the pututu's distinctively warbling frequencies, not only amplifying them but pulling two or more pututu players into a musical harmony that's felt as much as it's heard. This effect can be experienced elsewhere – it comes from the rhythmic “beats” that emerge from its natural interference patterns – but it's stronger inside the buildings. Some researchers have suggested this resonant harmony was a key part of the city's religious ceremonies and that the temple's soundscape was intended to create a profound experience for the musicians and their audience.If you're curious about what a pututu sounds like, here's a short clip:https://www.youtube.com/watch?v=J5PkUXBo4NIThere are plenty of soundscapes and resonant frequencies all around us, of course, and one of our earliest encounters with them might have been as simple as tripping over a rock. They're called ringing rocks, or singing stones or sonorous rocks, and their discovery by prehistoric tribes all over the world led to one of the first musical instruments ever made, the rock gong or stone chimes.Ringing rocks are volcanic rocks, such as dolerite or basalt, and even though they aren't made of metal and they aren't hollow, they ring like bells when they're struck. Groups of singing stones can be found throughout the world, from Ringing Rock Park in Pennsylvania and the Bell Rock Range of Australia to sonorous stone fields in Africa and Europe, and the science behind their sound isn't as simple as you might think. According to a 1965 study by geologist Richard Faas, the rocks actually create a series of inaudibly low, or infrasonic, audio frequencies, but those overlapping frequencies constructively interfere with each other to create sounds that our ears can detect.But where do those low frequencies come from in the first place? Science is still working on that mystery, and some theories suggest it has to do with the rock's structural tension, making it a kind of stone guitar string that vibrates with a hard tap. And if that isn't mysterious enough, the Singing Stones of Brittany clearly didn't come from the place they're found today, but no one knows when or how they arrived. Did ancient people recognize their acoustic properties and relocate them as oversized musical instruments? Or were the stones, as legend has it, left there by the Devil?Check out this clip of a visitor at Ringing Rocks Park in Pennsylvania using six singing stones, each with its own distinctive note, to play a familiar melody:https://www.youtube.com/watch?v=LKtkbH6ANykSound has connected us to each other and the world around us since the dawn of time, and we've been discovering new ways to harness its power for just as long. As we move into the future, learning those lessons could help us reshape the way we experience it in the years to come.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“I give them a lot of credit because they use that so frequently, and that's why they have so much success. I mean, it is an iconic melody in and of itself, but it's that repetition and that usage, you know, whereas I feel like a lot of sound logo projects that come in, we'll get to the finish line and they'll be excited to use it, and then a month or two later, they'll be like, ‘We're not seeing quite the results that we'd hoped.' It's like, A, you're not going to see it after a month, and B, you've got to use it consistently, you know, and potentially in multiple places. State Farm does it right.” – Connor MooreThis episode is the second half of my conversation with founder and creative director of CMoore Sound, Connor Moore, as we talk about where AI voices might be taking sound design, how he became a juror at the International Sound Awards, and how sonic logos are making a comeback.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – Current Trends in Sound DesignThe second half of our discussion starts as Connor talks about neural voices, the latest breakthrough in AI voice clones, and how popular they're becoming with clients. “It's a very interesting space,” he says, “having a customized brain and voice that can constantly adapt, you know, and so we're seeing a lot more of that come through.” He talks about his work on Google Glass and how he might approach its UX design differently in today's world, and how he helped reshape the famous State Farm sonic logo. “'Here's a simple tweak at a foundational level,'” he recalls saying, “'Take away the square wave and use a sine wave at a base level.' And they were like, ‘Oh.' And we're already 65% there.”(10:47) – The Importance of SimplicityWe discuss his work with the International Sound Awards and the insights he's gained from seeing nominees from all over the world. “Most of the work I've reviewed in the last four years has been more kind of traditional sonic branding,” he tells us. “It's just great to be a part of that community and to hear all the cool work coming, because it's at a global scale.” He talks about the resurgence of sound logos in today's market, and the lesson to be learned from State Farm's branding success. “The iconic nature of that example is the melody,” he says, “the melody that's been around for so long. But I think that what I would say is just, you know, use it lightly. Be careful with overusing it.”(24:47) – The Future of Sonic BrandingOur conversation wraps up with what he's working on now, and the trends he's seeing in branding and audio UX design. “Industries that you might not expect,” Connor explains, “old school industries that are becoming more tech focused, for example... which I think is interesting, because I think sound as a technology [is] starting to touch industries of old that are modernizing.” He tells listeners how they can get in touch, and shares his perspective as someone on the forefront of sonic branding. “I'm working on very emerging technologies,” he says. “I'm working on older industry segments that are stepping into new technology, I'm working in automotive... it's a good balance that keeps me engaged.”Episode SummaryOur discussion on the rise of wearable technology and voice-driven experiences.Exploring how simplicity impacts sound design and brand perception.Connor's predictions on the evolution of audio branding and its applications.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“Too much sound complicates things, it confuses things, and it causes annoyance and fatigue, too much brain power needed. Too much cognitive load, and it's a known fact. So oftentimes companies will come to me and say, ‘Hey, we have, you know, sixty sounds we want to create.' And I go, ‘Okay, cool. Let's take a look at the list. Let me understand your product a little better and let's try to find ways to strip it back.' Because, you know, that can be very overwhelming for users.” – Connor MooreThis episode's guest is a leading expert in audio UX and audio branding. As the founder of CMoore Sound, he's shaped how major brands like Google, Uber, Peloton, and Airbnb use sound to enhance their products and connect with audiences. Over the past fifteen years, he's helped define how sound influences everything from brand identity to user experience, and he's been featured in The New Yorker, NPR, and Google's Design series. He's also a fellow judge for the International Sound Awards, which is how we met. His name is Connor Moore and his work shows how sound isn't just decoration, it's a powerful tool that shapes how we feel, navigate, and interact with the world.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – Connor's Audio Eureka MomentOur conversation starts with Connor's early memories of sound, and how quickly he came to realize in college that audio branding wasn't really a thing in marketing. “It really begged the question for me of why aren't brands thinking about sound and music like they are for their visual branding,” he explains. “So that, to me, was a bit of a eureka moment and really kind of set me on my path.” He talks about how both old-time jingles and current audio brands like Netflix get it right when it comes to repetition, and his process for getting clients what they need to establish their audio brand. “With my business,” Connor tells us, “I'm involved at every stage… that's a big value add. Having a veteran in the industry in the room at all times and really guiding the work, that is really the biggest differentiator.”(12:23) – The Evolution of Sonic BrandingConnor tells us about some of his current projects, including a major car company that needs a creative approach to sonic branding. “They're a product first company,” he says. “It's an automotive company. Without the product, you don't have the brand. So that is the biggest touch point for their customers. And you can do the audio branding process through UX. It's really the same process.” He shares the insights he gained from working with companies like Samsung and Lucid Motors, and tells us about the early days of audio-first UX. “Back then they were just very simple kind of ringtones and alarms,” he says. “And what I did is I went in and really crafted really long form compositions that gradually pick up over time, you know, with volume, percussion, harmonics, [and] complexity.”(26:15) – Creating a More Thoughtful SoundscapeAs we come to the end of the first half of our discussion, Conner tells us how he balances the functionality of UX with the distinctiveness of audio branding. “There should be a level of cohesion across the experience,” he explains. “But there should also be levels of distinction. So a welcome sound for an in-car experience could be very soft and inviting, whereas, like, for a collision sound, it can't be soft. You know, it has to be kind of in your face.” We talk about the value of silence, and how knowing when not to make a sonic impression can be as important as making one. “There's a lot of power in simplicity and silence,” he says. “That is the biggest takeaway of my time in this space.”Episode SummaryConnor discusses his first experiences with sound and sonic branding.We explore how sonic branding has become more intentional over the years.Our discussion turns to the need for thoughtful, pleasing soundscapes.Tune in for next week's episode as we talk about the latest developments in AI-driven neural voices, Connor's pioneering work at Google Glass and on State Farm's famous sonic logo, and how companies that don't necessarily need a musical jingle can still take advantage of an audio brand.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“I think, you know, what I mentioned before would really apply, and that's sit down and really come up with a plan over the next twelve months. What do I want to do? Do I want to release a single every month or maybe it's a couple of singles leading up to an EP and then actually execute that. And, you know, at the same time, be consistent. You don't want to be an artist that puts out a few tracks and then, you know, goes away for about four years and tries to come back and do it again, because you're going to have to really start over. I mean, there's just too much out there, you know, to consume that, you know, you're going to lose a lot of your fan base if you don't engage with them. You have to consistently engage with the fan base, consistently release music and devise a plan, like I said, for each of the platforms so you can gauge and analyze exactly what's working and what's not. So the next time you put something out, you know what to do.” – Jesse FloresThis episode is the second half of my conversation with Vice President of Artist and Label Partnerships at Intercept Music Jesse Flores, as we talk about how Intercept Records is balancing AI advances and human creativity, his thoughts on what music genres might take off next, and why rushing to upload your next single might not be the best long-term strategy for building a fan base.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – AI in Music MarketingOur conversation picks up as Jesse talks about how Intercept is putting AI to use for its clients without undermining its artists. “We definitely support AI when it comes to a marketing tool,” he explains, “[but] content creation, not so much, because we really support human-made content that has some soul put behind it, an actual human behind it.” He also offers his advice to musicians on social media. “You have to consistently engage with their fan base, consistently release music and devise a plan,” he says, “for each of the platforms so you can gauge and analyze exactly what's working.”(9:30) – Strategies for Emerging ArtistsJesse tells us where he sees the future of music heading, and whether AI music could someday become a genre of its own. “Talent is a priority,” he says. “You know, you've got to have talent if you're an artist nowadays. I think that's always been the case since day one. Making music that is timeless, making music that is undeniable… that's what's going to keep you in this for the long run.” As our conversation comes to a close, he shares his thoughts on the power of sound, and what artists can do to help set themselves apart from the background noise. “There are different points and moments in your life when you hear a song,” he tells us, “[and] you know what you were doing when you first heard it, or, you know, it brings back memories of this person that you were dating at the time, or where you were or who your friends were. Like, it's just always going to be there for me.”Episode SummaryExploring the benefits and challenges of AI in marketing versus music creation.Jesse offers his advice on building a music career and engaging with fans.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“What can we do to make that number a thousand? That's the kind of stuff we really focus on. We have tools and analytics within our dashboard to kind of help guide you with that and provide insight onto what strategies are needed to get to that place. But also, I think what makes a lot of sense is to have the right team around you for independent artists. You've got to have a really good manager, obviously a great distributor, a good entertainment lawyer, a good publicist, and a good online marketing and social media strategist. If you have those five people in your camp, you're off to good start.” – Jesse FloresThis week's guest was recently named VP, Artist and Label Partnerships at Intercept Music. He's a seasoned music industry executive with over two decades of experience in business development, artist partnerships and label relations, and, as Senior Director of Label and Business Development at Virgin Music Group, he played a pivotal role in securing and managing relationships with high-profile artists and independent labels, working with artists such as Stephen Marley, Slum Village, Carla Morrison, Dax and more. With a background in both tech and sound, he's built tools that treat music not just as art but as a powerful business asset.His name is Jesse Flores, and in this episode, we'll be talking about what it really means for artists to own their sound, why marketing is part of the creative process, and how the right tools can help great music get the recognition it deserves.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – Jesse's Journey into the Music BusinessOur conversation starts off with Jesse's early memories of sound, particularly an unforgettable concert when he was a child. “It was my first concert ever,” he recalls. “I was seven years old, and it was the Jacksons' Victory Tour. Obviously, at the time, Michael Jackson was probably the biggest artist in the planet. And I was young, but I was a fan.” He shares his professional journey, from music student to music executive in Los Angeles, and how narrowly he avoided an early career pitfall. “I really had a good time to, you know, sit down and think about it and weigh the pros and cons,” he explains, recalling a job transfer that would've sent him across the country. “And, at the end of the day, I decided to stay in L.A., which was a blessing and the right decision because if I'd moved to Miami, I probably would have lost my job in the next year or two because they closed that office down.”(9:45) – Working with Independent ArtistsJesse tells us more about his work at Universal and what goes into building an up-and-coming musician's brand. “We had a team just nationwide of people where, you know, they bring them into our market and we were the experts in our region,” he says. “So we knew exactly where to take them, what stations made the most sense, what retailers were really supporting them, where we were selling the records.” He talks about his transition from Universal to Intercept records and explains how he's still leveraging his connections to help indie artists. “Any artist that was coming off their major label deal but still wanted to release music,” he tells us, “we gave them that opportunity to do that, and not only just put out their music and using our pipes, but also have major label services.”(13:00) – Rising Above the Digital NoiseJesse and I take a closer look at social media, and the double-edged sword that music platforms can represent for musicians who are just starting out. “Anybody can release music,” he says, “so there's just so much clutter out there, you kind of have to sift through it. And in order to rise above the noise, I think the key thing is to have a good distribution partner.” We discuss which platforms are the best choices for artists, and his strategies for helping bands find success. “Not everybody is gonna perform as well as some other platform,” he says. “One might have great success on YouTube, but not so much on Spotify and Apple Music. So what we want to do is sit down with the artists, figure out what they've done up to this point, and what we can do to really augment what they've been doing.”Episode SummaryJesse discusses his lifelong progression from music fan to music industry insider.His strategies for helping independent artists succeed via social media.We discuss whether live performances are still important in the digital age.Be sure to tune in for next week's episode as Jesse shares his thoughts on AI, why consistency is key for both new and established artists, and his tips for standing out from the musical crowd.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“In this age of AI and, you knew I was going to go here at some point, so how can an artist differentiate themselves now that AI can basically create music with the push of a button? Like, it's hard. It was hard before, and now we have this to worry about. I think you touched on it maybe indirectly earlier in the connection, the spirit of creating and being a human. I think it is the dopest superpower that we have, and I do believe that everyone has it. It's just, you know, what level it's in, but just because it's not, like, music or visual art or dance or something doesn't mean you're not creative.” – Jastin ArtisThis episode is the second half of my conversation with artist, producer, and creative sound leader and founder of A&R in Your Pocket Jastin Artis, as we talk about what musicians need to know when they're starting out as professionals, whether record deals still matter in the digital music scene, and how AI, from digital assistants to licensed voice cloning, is reshaping the industry.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) – Navigating the Fine PrintWe start the second half of our conversation with a focus on some of the lingo of the music industry, such as PRO, short for performance rights organization, payments. “That's how you get paid royalties on the back end,” Jastin explains. “You might hear that phrase, right? For when your stuff is played on these different avenues and, you know, obviously streaming.” We talk about split sheets and how payments are divided in a group, and the importance of figuring things out ahead of time. “It's easy if it's just you, which I know most of us are often doing, right?” he says. “But you have your producer, maybe you have another songwriter, that's three people. You wanna make sure you have your equally splits or whatever share… you guys agree to. Do not do that after the song is out.”(13:13) - Creativity in the Age of AIThe conversation shifts to building the foundation for musical success early and the challenge of starting out in the industry. “There's people obviously we've seen in music that are A-list artists because they did have the team,” he tells us. “But if you talk to them in the beginning, they didn't know what they were doing. They felt like they could figure it out, and they did.” He shares how AI has changed his workflow and approach to music, and his confidence that the human touch isn't going away anytime soon. “We still have to just believe in, like, the human aspect of what we do,” Jastin says. “That can't ever go away. I don't care, regardless of what is happening now, what could happen. It just, and maybe that's just my belief, that's just where I'm gonna keep my eyes on the prize.”(28:55) - Human Connections in MusicOur discussion comes to a close as Jastin tells us how listeners can get in touch and what he's working on right now, including a leadership coaching program. “It's a 12-week program that's centered around being sync-ready,” he explains. “Like, that's a big thing that I'm leading with, and we'll continue now that I've seen how it works. And, I know I'm still learning too, but man, I'm getting paid for beats that I made in, like, 2006.” He also shares his latest musical successes, including his upcoming album. “There will be new music coming,” he says. “Probably not by the end of [2025], but… I'm working on my thirteenth album. That's kind of like, wow, I can't even believe I'm saying that.”Episode SummaryJasten shares his insights on forming a strong musical career foundation.Our discussion on how AI and the digital music scene has affected musicians.Jasten's thoughts on the necessity of human creativity amidst AI growth.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“I mean, you know how it was with Michael. And when I heard that phrase, it was just... He saved my life. Like, what? He just sung a song, right? Like, but, you know, take probably one of my favorites, ‘Man in the Mirror.' Man, it still gets me. So, just from an experience standpoint, and I've done some travels in mental health and, you know, talking to people, I do understand how important music, or how powerful I should say, music is. So it absolutely feels like that being a musician, and then, I think, if you're a musician in church, it's… I've had some moments, Jodi.” – Jastin ArtisThis episode's guest is a multi-faceted artist, producer, engineer, and indie A&R who bridges creativity with leadership. With twelve albums to his name, his work in sync licensing includes placements with the NBA alongside agency and micro-sync representation. His company A&R In Your Pocket empowers independent artists with industry knowledge and opportunity, and he inspires audiences worldwide as a keynote concert speaker teaching leadership through music. As a chronic health warrior, husband, and father of two, he embodies both artistry and perseverance.His name is Jastin Artis, and in this episode we'll be exploring his creative journey, the lessons behind the music, and how he believes the music industry can survive and thrive into the future.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) - How Sound Shapes Our EmotionsAs we start things off, Jastin tells us about his early musical influences, from Jimi Hendrix and Led Zeppelin to growing up with Michael Jackson on the radio. “I would say I was probably four or five,” he recalls. “It was when the movie came out, Moonwalker, and I used to go to my mom's friend's house who was in the neighborhood every day after school and watch that movie.” We talk about the power of sound and music, and how easy it is to lose touch with our musical side as adults. “Everybody who has a guitar that's for decoration, that's sitting there,” he says. “I'm telling you, please pick it up. Play it while you're watching your favorite show, whatever. That little time adds up.”(10:45) – Harnessing the Power of MusicOur conversation focuses on the healing power of sound, and the impact it's made on Jastin's own life. “If it weren't for music,” he tells us, “I don't think I would be here… if I didn't have access to these records, if I didn't have that, just, I don't think I would be the man that I am.” He shares his perspective as producer and A&R executive, and how hard it can be to shake off that perspective sometimes when it comes to just sitting back and enjoying music. “I'm listening and I'm like, wait a minute,” he says, “what did they do, know what I mean? And then other times you're just, let me just chill.”(18:30) - The Intersection of Sound and BrandingAs the first half of our conversation wraps up, Jastin tells us more about his A&R work and what it's taught him about the sound...

“I'm blown away by it. So, when I close my eyes and I listen to these things, and I hear those textures and I understand the footsteps coming from afar and getting closer and, you know, like, this stuff matters. Like, it paints the picture [so] that I don't even have to have my eyes open. I can see the whole movie happen with sound.” – Michael DargieThis episode is the second half of my conversation with founder & executive creative director at Make More Creative, and Author of BrandJitsu™, Michael Dargie as we talk about his approach to uncovering and building up a sonic brand, how close we are to fully synthetic voiceover, and his insights as a marketer and director into what he's looking for in a voiceover artist.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) - Finding Your Brand's Unique SoundThe second half of our conversation begins as Michael talks about how the art of quickly building up a story in improv intersects with storytelling in branding. “What do you do? Why do you do it? Who do you do it for? Why do they care?” he asks. “It's that circle of expectations. And it doesn't have to be perfect and it doesn't have to be sales-y.” He shares more about his process for establishing a brand's sonic identity and the building blocks of a successful campaign. “I think from a brand standpoint,” he explains, “and a sound specific standpoint is, ‘What is true for the brand?' Just to oversimplify, ‘are you comedy, are you rock and roll, or are you country? Are you Donnie or Marie?'”(12:30) - The Balance of Sound and StorytellingMichael walks us through his process for casting and directing an ad campaign for a company that wanted to build a more versatile brand image. “We were trying to show that it's manufacturing,” he tells us, “going from idea to thing to in the hands of somebody who needs a thing. That was the narrative arc. So part of it was I really wanted a feminine voice to tell that story.” He describes the casting process and what sets the right voiceover artist apart from the competition. “I think the other thing too,” he says, “that you'll know as well is like, are you direct-able? Can you take a note and then do something with it and surprise us with your new approach to it? …Especially when you're doing a read that's maybe not even half a page, but you have to go through eight emotions.”(24:37) - The Future of Sound in BrandingOur conversation wraps up as Michael shares his thoughts about the power of sound, and how critical it is to a successful ad campaign. “It's not something to be thrown away or to be tucked in at the end,” he tells us. “It's your palette, and I think it… serves the visual that you're going for. It's the subtext for it all.” He tells listeners how they can get in touch and offers his thoughts on AI and where humans fit into the mix. “My agency name is Make More Creative,” he explains, “because that's what we do… We are using AI for a lot of stuff right now, but we always have people in

“I don't know if you can see it, [but] that's an octopus. Yeah, on my upper arm. If you're not watching this, the audio version is, there's sunlight coming through and it's dappling across this octopus. I'm a scuba diver. I really did believe, when I was young, that I was going to be a marine mammal biologist. That was my destiny. I watched Jacques Cousteau and I was all about it, and then life happened and I wasn't all about it. It was until later in life that I got into scuba diving.” – Michael DargieThis week's guest is a storyteller, creative instigator, occasional octopus whisperer, and founder of Make More Creative. He mentors with Calgary Economic Development and Canada's Trade Accelerator Program, and speaks regularly at incubators, colleges, and universities. He's the author of BrandJitsu™: Move Your Brand From ‘Meh' To Memorable, a methodology that helps companies find, shape, and share their stories, and he's a creative chaos agent with Loose Moose Theatre and Dropbear & Panda Productions, and the host of the multi-nominated RebelRebel podcast.His name is Michael Dargie, and in this episode, we'll be diving into the power of sound in storytelling, branding, and bold creative expression. From podcasting to performance, he shares how voice and sound shape everything he creates—emotionally, strategically, and playfully. You'll hear how his experiences as a comedian, filmmaker, and entrepreneur all connect through the thread of sound. And whether you're a fellow storyteller or just love great audio, you'll leave this conversation inspired to find your own voice, and maybe stir up a little creative trouble while you're at it.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) - Becoming an Octopus WhispererWe start the conversation off with Michael's early memories of sound, which in his case includes gunslinger ballads on the family stereo. “I would just listen to these songs,” he says, “these stories, and just get lost in the moment. I would let my brain drift away and see it all happening.” He also tells us more about what it means to be an octopus whisperer. “I have been diving with them,” he explains, “I've interacted with them, I've hung out with them. I love them. They're. They're smart. They've got, like, nine brains. You know, each arm has its own brain. It's like distributive intelligence.”(13:01) - Creative Rebel in SoundMichael talks more about being a creative rebel, and how his podcast, The RebelRebel Podcast, aims for people who don't necessarily fit just one creative box. “It's for creative rebels and entrepreneurs,” he says, “people that go left when people go right, you zig when others zag, and I'm curious about that story. So if you fit that model, then you'd be a great fit to the show.” We discuss his improv comedy experience and the lessons it taught him about marketing. “[Improv] is a huge part of it,” he tells us. “Like, you agree to what's happening and then see where it goes instead of blocking the...

“I think there's nothing that truly resonates across all of your senses like sound does. If I'm watching something gorgeous, it's a feast for my eyes, and it starts and ends there. But if I'm listening to something, it's the one thing that can truly always be in your brain presence — always bringing things up or bringing things down. I mean, if you're in a bad mood, one of the five ways to get out of it is going to be put on music, guaranteed.” – Jeremy ToemanThis episode is the second half of my conversation with founder of Augie, media and technology leader, and entrepreneur Jeremy Toeman as we discuss the sometimes-random twists and turns that created social media as we know it, the lessons he's drawn from video-game design to help improve audio-first UX, and his perspective on balancing AI efficiency and human authenticity.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) - The Role of Sound in BrandingThe second half of our discussion begins with a look at podcasting, and why Fortune-500 interviews aren't always the best approach for a business podcast. “They're not really leverage-able,” he explains. “There's not a lot of practical value in, like, ‘he gets up at 5 AM every day and does a 20-minute cold plunge, and he doesn't look at any device and only eats oysters.' Okay, but I'm never going to do that.” We talk about what AI has to offer podcasters and about how its ability to sift through user data and predict trends can impact even the most seemingly human elements. “I had someone blow my mind the other day,” he says, “He got on my podcast, and he had used an AI tool to listen to my other episodes and then predict for him what questions I would ask him… And it was pretty on spot.”(12:15) - Practical Tips for CreatorsWe talk about UX design for everything from software apps to smart devices, and how he's taking his cues from the video game industry. “Think about tech products,” he says, “video games have music. They have sound effects, music... There should be so much more in our tech world where audio can make it a more satisfying experience..” He tells us about his daughter, who's just published her first indie video game, and the hands-on approach to Foley sound effects that her experience taught him. “We were in my car and it was making this weird noise when you open the door,” he recalls, “and she's like, hang on, can everybody be quiet? And she grabbed her phone and went to record it.”(20:00) - Enhancing Your Brand IdentityAs our conversation comes to a close, Jeremy talks more about the power of sound as a branding tool. “I think there's nothing that truly resonates across all of your senses like sound does, right?” he says. “Like, if I'm watching something gorgeous, it's a feast of my eyes, and it starts and ends there.” He tells us about his upcoming projects and AI developments, and how he's working to balance the human and AI elements of new media. “We don't want to take away from video editing or voiceover actors...

“I love the use of AI voices or synthetic voices for people who might, you know, they're embarrassed. I've worked with engineers my whole career, and sometimes, like, it's not that they don't want to tell their story or break something out there, but maybe they just don't have the self-confidence or they were made fun of as a kid. I mean, I've always thought I had a super nasally voice and never liked the sound of my voice. And years into public speaking, I'm like, fine, I can, handle it now. So I love it from that perspective of, if, for some reason you couldn't, now you can. I hate it from the perspective of, well, you can't have the human do all this stuff, but instead you just sort of one-clicked it and now it's sort of an average, generic, mediocre, you know, as they say, AI slop.” – Jeremy ToemanThis episode's guest is the founder and CEO of Augie, an AI-assisted video creation and editing studio for marketers and social media managers. He's also the creator and host of Founder at 50, a podcast and newsletter exploring the challenges and reinventions faced by entrepreneurs later in life. He's held leadership roles at WarnerMedia, Etsy, CBS Interactive, and Sling Media, and founded several successful startups in the media tech space. His name is Jeremy Toeman, and we'll be digging into how sound shapes trust, helps tech feel more human, and why even a simple “ding” can change a user's experience. If you love the magic where tech and storytelling meet, this one's for you.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) - The Emotional Power of SoundOur discussion starts with Jeremy's early memories of sound, including a childhood movie that's made a lifelong impression on him. “They incorporate, like, opera,” he describes 1979's Breaking Away, “into the scenes. When he's bike racing, you're hearing like The Marriage of Figaro in the background. And the last time I watched it through, there's something, like, every time the music would hit these moments, I'm just like weeping on my couch.” He shares his perspective as both a child and a parent when it comes to watching scary movies, and we talk about the hidden role cinematic sound plays in setting the mood. “If you not only turn on the lights,” he explains, “but simply mute it... They might still get tense, but, like, the thing that rocks them to their core goes completely away.”(11:46) - The Evolution of Audio TechnologyJeremy tells us more about his career journey, including the pioneering MP3 and streaming technologies he helped develop around the turn of the millennium, and how the limitations of the early internet led to a stronger focus on sound quality. “If the video buffered,” he explains, “you would be expecting it. It was normal. It was 2005, all video buffered, there was no such thing as non-buffering video. Whereas if the audio skipped even a little bit, it would just be really jarring.” He discusses some of the major brands he's worked for, such as CBS and WarnerMedia,...

“That's a big thing that I always like to try to put together in the shows — creating the sense of space, where we are taking that audience somewhere. And sonically, what does that sound like? I like having a lot of detail on, okay, this space, i.e. this portion of the episode. It's like, if I go back to the American Kennel Club example, okay, this is Missouri in the 1850s in the summer. Okay, cool. I can work within that. There's a lot of information and detail there that I could pull out.” – Joshua SuhyThis episode is the second half of my conversation with JSS Audio Sound Designer, Audio Engineer, and Producer Joshua Suhy as we discuss how he helps synergize the aural and visual components of a branded podcast, his advice to people who are still building a reputation in the sound industry, and the best strategy to new podcasters looking to avoid the dreaded “podcast graveyard.”As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) - The Importance of Sonic BrandingAs the second half of our discussion begins, Joshua talks about his work with marketing teams and what it takes to align a new audio brand with an established visual identity. “A missed opportunity that lots of brands aren't paying attention to is trying to figure out what do we sound like,” he says. “How are we coming across to an audience on an audio, an aural component versus just visual?” We discuss how music and sonic logos fit into branded podcasts, and about the versatility of original music content. “You can begin to see the possibilities,” he explains, “if you own the IP, [of] how much more capability you have creatively if you actually own the content that you're working with.”(14:20) - Branded Podcasts and Flagship ShowsWe talk about sound design and his advice for sound engineers who are just starting out in the industry. “The biggest thing, I think,” he says, “is to establish rapport with the agency or the people that you're working with, being able to trust them, but with the understanding that it's a symbiotic relationship between the two of you.” He tells us about how branded podcasts differ from regular content, and how the branding goes beyond just commercials and interstitials. “A big thing is really being able to figure out what is your voice,” he says. “What is the brand voice? What are you looking for in your show? What audience do you want to reach? And, essentially, creating an audience avatar of this.”(20:30) - Advice for New Audio ProfessionalsOur conversation wraps up as Joshua explains why it's better to start slow as a podcaster, and why monetization shouldn't necessarily be the primary goal. “If it leads to that, that's great,” he tells us. “But if your sole and only motivation behind your podcast is to make money, chances are you're going to be disappointed, and chances are your show is going to end up in the podcast graveyard with a lot of other people.” He shares how listeners can get in touch, and why sound designers shouldn't write off their...

“But from that point, it was just a matter of, okay, I've got to put all this kind of stuff together now. And now that there isn't a moving image that I'm necessarily locked into, I wield more power in regards to molding the action, so I could decide how a scene breaks down. And I think the example that I had given to you was, if we have a scene where two characters are in a room or one character walks up to another one, I can decide, am I the character already in the room? Or am I the person outside of the room coming up to the other character? Because obviously those are two vastly different sound design approaches.” – Joshua SuhyThis week's guest is the founder of JSS Audio and a veteran of over fifteen years in the audio industry as a Sound Designer, Audio Engineer and Producer. His goal is to capture the essence of creative people's ideas and bring tangible experiences to their audiences. Helping people tell stories through sound is his passion. His name is Joshua Suhy, and we'll be talking about the subtle power of audio, the unexpected moments that define a mix, and why even the smallest sound can shape how we experience a story. If you want to learn how sound can influence feeling, this episode's for you.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(00:00) - Using AI in Sound DesignOur conversation starts off with how Joshua has been putting AI to work for him in the studio, from finding gigs to helping manage his schedule. “One thing that I use it a lot for is to send me, like, a digest every morning of verified, paid, open audio gigs,” he explains. “I'm trying to use AI for the sake of what AI is supposed to do, [to] try to make my life easier.” He shares his early memories of sounds and the path that led him to become a sound engineer and producer, including a memorable sound editing project in his film class “Specifically it was the Bugs Bunny vs Elmer Fudd boxing match,” he says, “being able to blend real life sound effects, and we had the Hanna-Barbera sound library available at the school. So I'm like, I have [all] the stuff that I had always heard as a kid.”(18:30) - Transition to Audio ProductionThe discussion turns to how the pandemic created a podcast boom that helped revolutionize audio and deepened Joshua's approach to sound engineering. “Over time, we've changed it to where we wanna have full control over what's going on,” he tells us, “in regards to sending microphones out to people, sound checking people, making sure that they sound as good as possible, because I want the best quality coming in.” We talk about how audio standards loosened at the height of the pandemic as more people than ever before joined the podcasting sphere, and how technology has been working since to close the gap between home and work studios. “What I liked about it, though,” he explains, “was [how] it humanized podcasting and humanized the personalities... So being able to see, in an interview, somebody's child [walking] in the room, like these are people with real life...

“Step sounds in a game is a sample being repeated, and then people start to make little variations in pitch of this sample. And then they became increasingly sophisticated with middleware, and so a whole set of software emerged, a type of software game, audio middleware, that serves only the purpose of making sound, usually sample-based sounds, pleasurable to use in an interactive context. And there are many different strategies, layering, adaptive mixing, even spectral shaping and stuff like that. And, of course, generative approaches as well are coming in, and that's so interesting.” – Daniel Hug This episode is the second half of my conversation with sound and interaction designer, researcher, and head of the Sound Design MA at Zurich University of the Arts, Daniel Hug, as we talk about what the Avengers and Matrix movies can teach us about sound design, how video games helped pave the way for audio-first UX, and the importance of learning not just music but the language of sound. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - The Evolution of Sound DesignAs we start the second half of our discussion, Daniel and I talk about how Hollywood blockbusters have shown that a strong first impression can have diminishing returns, and how video-game design demonstrates the value of planning for repetition when it comes to sound. “Game sound, I always say, it has taught me probably the most about interactive or use-oriented sound design,” he explains. “Although you would not expect it from there, it's not product sound design, it has nothing to do with cars or appliances or whatever, but it's the [same] basic mechanisms. It's about interaction.” We talk about his work on electric vehicle soundscapes and the sound designs in sci-fi movies that helped shape his design philosophy. “The sound of the car changes based on the way I press the gas pedal,” he says. “So if I'm being too aggressive, the sound can actually tell me, make me feel that, oh, now you're overdoing it. And that's what a film sound designer would do in a science-fiction film.”(0:14:37) - Empowering Sound Design for Everyday LifeDaniel tells us more about the considerations that go into automobile sound design, including legal concerns that go well beyond the car's interior. “In Europe,” he tells us, “they have this regulation that from zero to thirty you have to have some noise generator. So even Teslas have, since, I don't know how many years, but eventually they started to make noise as well.” We talk about how COVID and the shift to virtual spaces and online content brought more attention to sound design, and how the language to describe sounds is still evolving. “We have all kinds of visual languages that are established and normative, so to say,” he explains. “They tell us how to think, or to think of a certain image. In sound, especially if it's non-musical, this is often missing. We have to come up with something.” Episode...

“And I read this book, it was about acoustic communication. It was about how sound in everyday life mediates our relationship to the environment, and how we use it to communicate with each other, and so on, and that opens really a totally new field for me. So this was kind of the ignition, probably, for me to enter the non-musical sound world, which I'm still in. So there's the world of noises, of everyday sounds and so on, and that's how it started, basically. And from there I then came into interaction game design more or less by accident, and they had no one that knew anything about sound. And I kind of built up in this relatively new field of interaction game design at the time. This was in the early noughties.” – Daniel HugThis episode's guest is a sound and interaction designer who co-directs the Master's in Sound Design at Zurich University of the Arts. His work explores how sound shapes our experiences, from health technology to movement and education. He's a leader in Sonic Interaction Design who serves on the steering committees for key sound design conferences and awards, and through research, teaching, and hands-on design, he bridges science, creativity, and business. He's also a fellow jury member of the International Sound Awards, which is how we met. His name is Dr. Daniel Hug, and we'll be exploring how sound can influence how we feel, move, and interact with the world around us.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(0:00:01) - Exploring Early Sound Memories and DesignOur conversation starts with Daniel's earliest memory of sound, a lightning bolt striking a river one night when he was child. “It was like somebody just jumping on top of a huge church organ,” he says, “with the whole body, like really all the keys playing at once… it was really amazing, [and] I have never heard this again.” We talk about how he got into sound, from jazz school and piano lessons to his early work on video-game sound design, and he recalls how a book by composer Barry Truax changed his perspective on sound and music. “It was about acoustic communication,” Daniel recalls. “It was about how sound in everyday life mediates our relationship to the environment and how we use it to communicate with each other and so on, and that opened a totally new field for me.”(0:13:19) - Creating Environmental Sound InnovationsOur discussion turns to his work with Caru, a medical company whose devices use an audio-first UX, and the importance of considering how such work contributes to and fits into the user's soundscape. “That's our sonic environment and that's our relationship to this environment,” he explains, “and by designing it, we design experiences or we contribute to experiences which are multi-sensory all the time. So even if there is no sound, there is a sound, but it's one that you didn't design.” We talk about how he draws inspiration from such wide-ranging sources as nature sounds to sci-fi movies, and how quickly those sounds can become integrated into our everyday...

“I said, ‘this is a tsunami that is coming, and I'm either going to be crushed by it and drowned under it and it's going to destroy everything I've built, or I'm going to learn to surf the big waves, and I'm going to do whatever I have to do to surf this wave,' which is what I did sort of at the dawn of online video. I was sort of one of the first probably one hundred agencies in the country that were consistently making online video back in 2008 or 2009. So was a brand new thing, right? And so, I just decided, okay, I'm going to do that again. And once I made that decision, I actually got excited again, and my entrepreneurial instincts kicked in, and it was not fun. I sort of had to set off a grenade in the middle of my own business and say, okay, I'm going to start over.” – Wil Seabrook This episode is the second half of my conversation with singer, songwriter, and Light Touch Media Group's founder and chief creative Wil Seabrook as we talk about where the AI revolution is leading the music industry, the one mistake small-business owners and freelancers make when it comes to finding clients, and how a retro-themed ad campaign made a splash in the TikTok era. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:01) - Navigating AI in Changing Business LandscapeThe second half of our conversation picks up with a look at AI's growing impact on the music industry, and where Wil sees it all heading. “I am an eternal optimist as a person,” he explains, “and so I think we are in so many ways we're actually headed for a golden age. I think we're going to solve a lot of logistical problems, a lot of medical and health problems.” He tells us more about how we might eventually get to that point, and some of the hurdles we'll need to overcome, and the role human artists have to play. “It needs artists, it needs creative people guiding it, shaping it,” he says. “If you're going to change the system, essentially change it from the inside. I think that's very important.”(0:10:29) - Evolution of Technology in BusinessWil shares the biggest mistake he sees when working with voice talent: “The number one mistake that I see small business owners of all kinds make, but this absolutely goes for voiceover artists [and] other types of creative people, they just don't promote remotely enough.” He offers his tips on getting your name and brand out there as an artist, and the value of human creativity, even if it seems like AI can do it all. “If you have an innate talent that moves people,” Wil says, “that people gravitate toward, it's special and it's worth cultivating. It's worth persisting, it's worth learning and stumbling and scraping your knees and getting back up again, because that's not a gift that everybody's given.” Episode SummaryAI's impact on the music industry, and how business models have begun to adapt.How COVID-19 democratized audio production and where things might be...

“I will say, as someone who has auditioned hundreds and hundreds, if not over a thousand, voiceover artists and listened to very talented people doing the same take over and over again, the recording quality, the sound quality, absolutely matters. And it's an immediate… There are so many people for me where it's an immediate ‘no,' because the moment I hear the sound quality and it's not totally up to a pro level, I assume tons of things about that.” – Wil Seabrook This episode's guest is a former Warner Bros recording artist and the founder of two award-winning creative agencies, and he's produced over 8,000 videos and commercials for some of the world's biggest and most successful companies. His name is Wil Seabrook, and this week we'll be talking about how sound design affects his creative process, what people should keep in mind about sound when it comes to their own projects, and what role he sees AI playing in the short and long term when it comes to sounds of all sorts. If you work in sound and you're struggling to find your place in the modern marketplace? You'll definitely want to listen in on this conversation. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:01) - Musicians' Early Sound Influences and JourneysAs our conversation starts, Wil recall his earliest memories of sound, and the impression that hearing a Simon & Garfunkel song made on both him and his parents. “I came home from preschool,” he recalls, “and I was talking to my mother, and I kept saying Funkle, Funkle. She's like, ‘what the heck are you talking about? You want a pencil?' And she finally figured out that I wanted to listen to Simon & Garfunkel.” He talks about his early career as a musician, some of his missteps along the way and how he's helped his son avoid them, and how social media has transformed the music scene. “I think the rise of social media,” he says, “the way things have changed in the last ten, fifteen years, you just realize what an incredible amount of talent there is in the world… now you can just sit down with your phone and a guitar and make a beautiful noise and inspire people, and I do think that part's neat.”(0:08:57) - The Power of Music in CommunicationThe discussion continues as Wil talks about his shift from working with Fortune 500 companies to helping small businesses establish their brand, and the different approach it requires. “It's a much more emotional journey,” he explains. “But I get to be more helpful with more things. I'm not just creating content, I'm helping them put it out into the world, improve their business, and I find that fun and engaging.” He also offers some firsthand advice to voice actors who might find themselves frustrated with the auditioning process. “Don't automatically assume that you did something wrong,” he tells us, “or that you've made a mistake, or that you're not talented, or that you're not doing everything right. You could do everything right and still not be the person who gets...

“I think sound is important because I believe it's the first sense that we develop even before we're born. And it's a way of knowing things, knowing the world. Even if you have your eyes shut, you can feel the place. You can feel if it's a big space, if it's an open space, a closed space. So I think it's our most basic feeling instinct that we have, and I remember, before my daughter was born, I would sing for her and her mom's belly, would move. She would react to sound even before she was born. Yeah, so that's why I think sound is really, really important in everything.” – Humberto Franco This episode's a little different than most of our podcasts here at Audio Branding. Instead of a conversation in my studio, this one follows my journey through Portugal, exploring the soundscapes of the Douro vineyards and a boat ride in Aveiro to the hustle and bustle of the Porto airport. This episode also features a very special guest. Humberto Franco is the producer and editor of Audio Branding: The Hidden Gem of Marketing, and he's a professional, multilingual voice actor, a proud dad, an audio, video, and podcast editor and producer, and self-professed computer geek.We had a chance to catch up during my trip to Europe, and I know firsthand that Humberto has a great deal of insight into the power of sound, from how he approaches video and audio editing to his thoughts on how sound shapes every aspect of our lives. Stay tuned for a fascinating conversation about Humberto's perspective as an editor and a behind-the-scenes look at Audio Branding itself, framed against the lively audio backdrop of the sights and sounds of Portugal. As always, if you have questions for my guests, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - Exploring the Power of SoundOur conversation begins along a bridge near the city of Régua, surrounded by green hills and lush grape vines, and Humberto shares his earliest memory of sounds, including his parents' ABBA albums. “I started to wake up in the morning,” he tells us, “go downstairs to the living room, started to play ABBA music, which was a nightmare for my parents.” We move on to a restaurant in Porto and a conversation over dinner, one that begins with Humberto's question about the process of becoming a guest on Audio Branding. He in turn shares his process for smoothing out the bumpy road podcast interviews can sometimes take. “I put all the files, the video files and the audio files, in sync and then I'll go through the conversation,” he explains. “If there's a mistake, I will take it. There are tricks that, if there's a cut that I need to make, that I'm able to hide it with some magic sauce, I'll do it.”(0:14:09) - Exploring the Importance of SoundOur next stop is a ride aboard a traditional moliceiro boat in the city of Aveiro, and Humberto talks about what inspired his career and his hopes for the future of sound. “For me,” he explains, “it's to see how far technology can take us, how deep can our knowledge and our...

“And if you have fun with it, that's going to come across and, I think that's the missing piece. That's where I would start. If I was going to really trust an agency or musicians to create something for me, it was, like, how do we have a conversation or multiple conversations to get us to the most fun way of executing this? Because if you're having fun, you're going to come up with something unique. If you're not having fun, you're just going to try and get it out the way as quick as possible, right? If it's just transactional, I don't think anybody really gets to that point of exploring an idea beyond what's written on the paper. Although it's hard to predict what makes a successful Sonic brand, I think it's more about the process that gets you to that place.” – George Holliday This episode is the second half of my conversation with producers, composers, and founders of creative music agency Hear Me Out, George Holliday and Luke Moseley as they share their thoughts on what defines a sonic brand, how AI is reshaping the music and advertising industries, and their message to the next generation of musicians as they grow up in the age of generated content. As always, if you have questions for my guests, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - Creating a Sonic Branding StrategyThe second half of our conversation picks up as Luke shares his thoughts on what makes or breaks an audio brand. “I think, for me, a successful sonic branding strategy is something that has the lowest friction to actually getting to market,” he says, “to showing people the effectiveness of it, and then it can just be developing from there.” “I also think we kind of rely on statistics far too much in the creative phase of doing all of this,” George adds, recalling his marketing experience prior to founding Hear Me Out. “I think when we really understand the brand and you get to have fun with what it is they're about, that's what's going to make the most successful sonic logo for them.”(0:07:31) - Exploring AI's Impact on Music“That's not really what brands are employing us for and having us as partners,” Luke notes as he and George discuss their Hear Me Out clients. “It's for the understanding, it's for the ability to translate their larger goals and their marketing strategy and how music can help elevate that and support it.” Our talk turns to AI and how much it's impacted the audio industry over the past year or so, and whether machine-generated music might someday replace human artists. “I was thinking about when CGI came into the film industry,” George observes, “and everyone was like, ‘Oh, nobody's gonna go out and make films anymore. We're just gonna hire a studio and make everything in one room.'”(0:12:43) - The Impact of CGI and AIGeorge notes that CGI hasn't replaced cinematography as much as people expected, partially because movie franchises like Mission: Impossible take pride in their authenticity. “It wasn't CGI,” he says, “because Tom Cruise...

“You know it's the way that news passed between villages before there were any written word, you know, for anything to get around. I think we all know that it's incredibly integral to, initially, to survival, let alone to emotion. You know, if you could wrap important news in memorable melodies, then people were going to be less likely to die back in the day. So, I think there's a part of that within all of us. So yeah, I think you can speak very little of the same language but still be connected instantaneously through music. I guess that's what my travels have taught me.” – Luke MoseleyThis episode's guests are a pair of composers and producers who launched creative music agency Hear Me Out because of their frustration with how the traditional agency model removed the musicians from the decision makers. Hear Me Out is now unlocking value for brands with a tool that's been used for decades but is hugely underutilised today – and that tool is sound.Their names are George Holliday and Luke Moseley, and we'll be diving into how sound shapes emotion, memory, and connection from music to business. We'll also hear from them how taking risks, following curiosity, and listening deeply have guided their creative journey. Get ready for a fascinating conversation about the power of sound!As always, if you have questions for my guests, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(0:00:01) - Musicians' Early Sound Influences and JourneysOur conversation begins with George and Luke's early memories of sound, and the influences that led them to a career in audio branding. “There was always a piano in the house in all of my family,” George recounts, “with all my family, and we always used to gather around and just sing badly, whether it be at Christmastime or just the weekend.” They share their musical journey, literally in Geroge's case as he toured Europe by bus, and Luke likewise recalls his early days as an indie musician on the road. “Mine was just going to places to play shows,” Luke explains. “I always just traveled with my longboard skateboard duct-taped to the outside of my guitar case.”(0:08:57) - The Power of Music in CommunicationLuke and George share what their early experiences taught them about music's power to transcend borders and even language. “You can speak very little of the same language,” Luke says, “but still be connected pretty instantaneously through music. I guess this is what my travels have taught me.” George adds his thoughts about the different cultural directions music has evolved in, and what they have in common. “I think that's why we always, as a species,” he notes, “come back to percussive elements, more so than we come back to melodic elements. I think there's some kind of group feeling about that as well. There's a togetherness with percussion that really makes it work.”(0:14:20) - Creating Music for Brands With PurposeAs the first half of our discussion concludes, George and Luke explain what inspired them as musicians to found their sonic branding agency...

“I have a friend who's a library film composer and produces podcasts, and I was talking to him, I was giving him the kind of same thesis I talked about today. And he's like, ‘yeah, I get it. But like, I'm the one who's going to lose the job.' Cause what he, this very specific, specified job he has [is] of composing kind of anonymous music for podcasts. And he's successful, he wrote the theme of Serial, and he's done a lot of big podcasts in New York Times and NPR and, uh, and he's like, that's probably the functional music which employed a lot of composers is probably not going to be needed as much.” – Drew Thurlow This episode is the second half of my conversation with founder of Opening Ceremony Media and author of Machine Music: How AI is Transforming Music's Next Act Drew Thurlow as we discuss the surprising musical trend Drew foresees as AI becomes more commonplace, the one lesson he always shares with music students when it comes to the future of AI, and the ripple effects that generated audio content and voice clones have already started to have across the music industry. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - Future of AI in Creative AestheticsWe pick up the conversation as Drew offers his prediction of how AI music, over time, might become as retro and nostalgic as lofi music today. “I have this theory that with all these AI hallucinations that are happening,” he explains, “that's going to become its own creative aesthetic, and you're going to start to see the AI vocal models, you know, the early AI vocal models [return].” He shares his observations as a guest lecturer and why he's optimistic about the next generation's relationship with AI, and the lesson he always shares with students. “I'd encourage students to have curiosity be your superpower,” he says. “And community is also really, really important. It was really important for me when I was starting out twenty, twenty-five years ago. It's even more important now, with so much more noise out there and so many more distractions and so much more music and people doing it.”(0:04:43) - Trends in Music Tech StartupsDrew talks about how the industry is evolving as digital media becomes the norm, and the opportunities for AI to increase revenue. “Streaming growth is slowing down,” he tells us. “You know, we're running out of subscribers in the West and North America, western Europe and North America, and so labels and rights holders and artists are kind of in the mood to count their pennies.” He notes some of the less obvious ways that AI is increasing revenue, such as black box royalty collections and anti-piracy safeguards, and the versatile uses of generated audio content. “Adaptive audio companies [are] using machine learning and generative AI for health,” he says, “also in the gaming environments, which is a big business, where personalized music can adapt to you and your environment. It kind of reads your environment. So those are...

“And we got a new Beatles song. I can't believe we're talking about the Beatles…. But John Lennon recorded a really corrupted vocal before he tragically died, and it was just kind of there because of some stem separation tech that is only possible because of machine learning. They were able to clean up the vocals, fully on board with the John Lennon estate and the remaining Beatles members, and there's a few others, but this is interesting. It's just, it's a new way of engaging with audio that people, fans are showing that they really like.” – Drew ThurlowThis episode's guest is a former professional musician turned music executive and strategist. He served as Senior Vice President of A&R at Sony Music and has held leadership roles at both Pandora and Warner Music. As a graduate of Brown University with a master's in Technology and Leadership, he blends creative insight with business acumen. His writing has appeared in Billboard, and he remains a sought-after voice on the intersection of music, tech, and innovation. His first book, “Machine Music: How AI is Transforming Music's Next Act,” will be published in 2026.His name is Drew Thurlow, and he's also a fellow jury member for the International Sound Awards, which is how we met. As someone on the forefront of music and technology, he has a lot of great advice for sound creatives wanting to make their mark – both now and into the future.As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that.(0:00:00) - Evolution of Music Industry and TasteOur conversation starts off with Drew's early memories of sound and his start as a musician. “I was one of those kids,” he recalls, “who just didn't have idle time without a guitar in my hands, and I didn't think too much about it. I wasn't super self-reflective about it, I just kind of like followed my instincts and continued to do that.” He tells us more about his career journey as a music executive and explains how much the business has changed since he first started out. “There's the whole influencer thing wrapped up in it,” he says, “and the way people, especially Gen Z and younger millennials, fall in love with personalities and artists is different. It's not necessarily bad, it's just different.”(0:12:36) - AI Impact on Music IndustryAs the first half of our discussion wraps up, we turn to the question of whether AI might replace human artists, and Drew offers some surprising statistics. “From our best, really good estimates by places like Deezer and Spotify,” he says, “AI-generated music, even though it's a measurable percentage of all the songs on [digital service providers], is a third of a percent of the royalty pool, and I just want to reiterate that it is a rounding error. Nobody wants this music.” He shares his thoughts on where AI is heading and some of the ways it might help transform the music industry. “On the business side,” he tells us, “there's a lot of evidence that these fans want to engage with music in cool and interesting ways, and these AI tech tools allow them

“If you're watching any video on how to get started on content for your business, for public speaking, anything like that, the microphone is always the number one thing, they say. And that should be a cue. It's not the phone and it's not a video camera. They say use your phone to get started, but buy a better mic and there's a reason that this matters so much to people.” – Nikolaj Kloch This episode is the second half of my conversation with founder of Thrivr Productions Nikolaj Kloch as we discuss what he's learned firsthand about sound since becoming a videographer, how AI is reshaping the way we use studio sound effects, and his number one on-site audio rule. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - The Power of Audio BrandingThe second half of our conversation picks up as Nikolaj tells us about some of the lessons he's had to learn by experience while working with sound, such as the hidden biases that have shaped recording equipment for decades. “Audio hardware and software have been set up for a man's voice, and I didn't realize this over the years,” he notes. “I had no idea about that, and there's a lot of intricacies like that which are just out in the industry that have been left over for a hundred years now, and you don't think how that ties back to history until you dive into it.” He tells us how he incorporates AI into his workflow and where he sees it taking the future of audio/video editing. “I think that's going to make incredible videography work,” he explains. “I think it's going to add another layer that you still need people behind it, I think we always will, but… it's going to be a great tool for us to have.”(0:14:05) - The Impact of Quality AudioAs our conversation comes to a close, Nikolaj shares his strategy for demonstrating the value of sound to skeptical clients. “Just showing them the difference between well-planned audio and something that is just basic, sounds bad, filmed with an iPhone that they're holding to their mouth and things like that,” he says. “If you show them the side-by-side, I think that's the easiest way to show them that the transformation is there.” He talks about his latest projects and how listeners can get in touch, and tells us what opened his eyes to the power of sound. “If you could sit down and watch a single video that shows the before and after,” he says, “it changed my view on audio entirely, and it's something that I always have... when I show these budgets to public speakers, conferences or businesses.” Episode SummaryThe importance of choosing – and properly setting up – the right audio equipment,How sound empowers everything from shaping a narrative to capturing brand synergy. Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting...

“If you don't make the video with audio in mind first, that's the difference between, you know, a 14% click-through rate versus, you know, a 2% click-through rate. And a lot of people don't tie those two together, that it matters. It's something that people should be focusing on with a lot of time and energy.” – Nikolaj KlochThis week's guest is a videographer, content creator, and former aerospace engineer who helps speakers, entrepreneurs, and brands elevate their presence using impactful video that actually delivers. With a background in both engineering and creative production, he brings a rare mix of precision and artistry to his work, and he's worked with speakers from TEDx stages to Fortune 500 boardrooms, helping them stand out, connect with audiences, and grow their influence.His name is Nikolaj Kloch, and he's passionate about the power of sound and its impact on visuals. Stay tuned as he shares his insights on why audio isn't just important – it's essential. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - The Power of Audio in MarketingAs we start off our discussion, Nikolaj recalls one of his first memories of sound, a Lego commercial his brother starred in when they were children. “They actually had to bring in a mic and he just hit the blocks over and over to get the sound crumbling,” he recalls. “And you know, you don't put those together as a kid until you get older, but I can always hear those blocks crumbling.” He shares how his background as an aerospace engineer took a surprising turn towards audio production, and the common threads between the two. “A lot of people think they don't translate as much,” he explains, “but it's one of those things where, you know, audio is a great example of the nitty gritty. There are specific engineers that dive into this every single day, and spend nothing else for their time.”(0:09:12) - Mastering Precision Audio RecordingWe talk about precision audio, just what that phrase really means, and the extensive background that getting the most out of audio can require. “It's kind of like Picasso saying he won't sell his little picture on his napkin because he's taken so much time learning this,” Nikolaj says. “And I feel like that directly ties into this, because it's really precision. You know they have to line up perfectly.” As the first half of our talk wraps up, Nikolaj shares how he aims to create the ideal environment for an on-site recording and how he helps clients work around some less-than-ideal ones. “I'm going to be reusing this over and over,” he says. “So I'm always like, please, let me at least talk to them and see what their setup is, let's dive into it a bit. They usually get a little annoyed, but it makes a big difference.” Episode SummaryHow videographer Nikolaj Kloch transitioned from aerospace engineering to sound design.Nikolaj's work with precision audio, from live recordings to film...

“[What] a lot of sonic branding agencies aren't aware of is that sonic branding can also be used as a tool to address a concern that the client might have. So, for example, a new competitor has come in and now they feel dated. Okay, let's write a sonic branding that's based around being modern. Okay, they've had a big knock on trust, like I mentioned before, with a data breach. This is a great opportunity to write a sonic branding that builds customer trust. So, it can be used as another mode along with your visuals, along with your tone of voice. Your branding tone of voice is in, like, the words that are spoken, not the like the language, right? It's a tool to convey your brand.” – Dr. Thomas Dickson This episode is the second half of my conversation with musicologist and sonic branding strategist Dr. Thomas Dickson as he shares his thoughts on maintaining a long-term branding, the growing use of AI for everything from monitoring to mock-ups, and the versatility of an effective sonic logo. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:01) - Impact of Sonic Branding VariationsMy conversation with Dr. Dickson picks up as we talk about the challenge of maintaining a consistent audio brand through changing management and brand strategies. “They might not even have been strategically sonic branding,” he notes. “It could have just been some brand music that they turned into a mnemonic or brand music they've just been using for years, and then a brand manager will come in and just throw out everything.” He points out McDonald's as a prime example of an audio brand that's only gotten stronger over the past twenty-five years, and how consistency has been its key to success. “It's a really good case study for sonic branding agencies to look at,” he says, “how you can take a mnemonic [and] use it in, there's videos on YouTube where it's, like, using like thirty different contexts, and it's just changed instrumentation slightly, changed the speed, [and] added swing .”(0:07:38) - Sonic Branding Evolution and ImpactDr. Dickson tells us about his worth with agencies that are increasingly turning to AI for solutions, especially when it comes to catching online plagiarism. “They are using AI to identify melodies that are shared and then taking them to court once the melody's been used sufficiently,” he cautions. “Day one, a song comes out, they don't take them to court. They wait till the song is a massive hit and it's got enough revenue, and then they take them to court.” We discuss AI's growing presence in everything from audio mastering and editing to generating new music, and he points out some of the roles he sees it filling over time. “I'm imagining in the future there will be the option to take a track,” he explains, “and then just [have AI] re-tailor it to that context and stretch it out so that, for the conference that goes for two hours, there's appropriate backing music based on your sonic branding.”(0:16:24) - Future of...

“If you imagine a company has a ten million dollar marketing budget, right? And then you imagine they have a sonic logo on every single TikTok ad, Facebook ad, YouTube ad, all these new media where the majority of the traffic's coming from now. If they can increase conversion rates marginally, they can have a huge difference to their bottom line. And it's one of those things where, because sonic branding, once it's done, once, and, well, yes, there might be a brand refresh where it's changed in ten years, um, or it's updated, or maybe it's changed slightly to work with a different culture, right? There might be like a version which sounds slightly more Canadian, right? Or more Christmasy, or things like that. But the point being is this is an asset that they develop once, and then it can be used on these campaigns that can have huge advertising budgets, which makes it very cheap when you compare it to the actual campaign marketing spend.” – Dr. Thomas Dickson My guest on this episode is a musicologist who specializes in how we perceive sound and how it shapes brand communication. With a PhD in Music Psychology, he helps brands create emotionally resonant and research-backed sonic identities. His work reduces subjectivity, improves creative decisions, and even addresses legal risks like plagiarism in audio branding.His name is Dr. Thomas Dickson, and he's advised national retailers, tech firms, and service brands throughout his career. And, as if the subject of musicology isn't fascinating enough, we'll also be discussing how businesses can make sure their sound stays original and protected. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - The Power of Sound in AdvertisingOur discussion begins with a look back at Dr. Dickson's early memories of sound, and he came prepared with a more recent, but still memorable, experience that demonstrated the power of sound. “By the grand finale,” he recalls as he describes an outdoor concert featuring the Melbourne Symphonic Orchestra, “it's a bucketing down, raining and everyone's still there. So we've got this huge event, it's bucketing down, raining, [and] no one's leaving because they want to hear the finale.” He tells us more about musicology, what it means, and how it can help build a stronger brand. “Musicology is like the academic and rigorous study of music,” he explains. “It comes down to a broad range of different styles, so this could be like music history, it could be music psychology, which is what I looked at, the psychology of music or sound, [or] it could be ethnomusicology.”(0:09:05) - Musicology and Plagiarism in Sonic BrandingDr. Dickson tells us about the different dimensions of musicology and how sound influences us, such as musical expectancy and episodic memory, and how much our impression of sound comes from the media we consume. “We have cultural norms associated with electronic music,” he explains, “digital sounds, hard hitting bass, all that kind of stuff that we

“And they had people that had either the escalator going up on the right-hand side or you could take the stairs, and each stair played a different key on the piano. More people took the stairs than they did the escalators because it was more fun. So, they did something they hadn't done before that was better for them. So, it all wraps up beautifully, and was such a fun campaign. And again, it didn't have to cost a lot of money. They didn't do many of those piano stairs. And it's that old thing, or the new thing that we try and do now, [which] is ‘experienced by few, seen by many.' And you see it all the time, you know, you do one small little activation that really doesn't have to cost a lot of money, but you film it beautifully, put a good track to it, you make sure it gets shared correctly. And all of a sudden, you've got a hit.” – Darren Borrino This episode is the second half of my conversation with executive creative director of Inkfish NYC Darren Borrino as we talk about building the foundation of an effective sonic brand, how digital tools and the internet age have redefined the strategies, development, and time frame of an ad campaign, and the growing value of authenticity in a world where AI content is becoming the norm. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - Global Advertising Culture Differences and CampaignsThe second half of our conversation begins as Darren and I talk about his work all around the world, from his home in South Africa to Prague, Australia, and eventually the U.S. “The biggest culture shock I got was actually coming to New York,” he says. “Although I'm South African, my parents are British, so I was brought up on British comedy like quite sarcastic, quite dry, quite undertone.” We discuss the one ad campaign he wishes he'd written, and an inventively musical approach Denmark took to encouraging drivers to slow down: a melody based on the driver's speed. “If you went too fast, it became annoying,” he explains. “We've all had kids in the car before. Everybody wants to slow down and just enjoy it, and there's no reason to race. So you may as well just enjoy the track.(0:05:20) - Innovative Sound Marketing CampaignsWe talk about what's changed in the advertising world in recent years, and how even a seemingly successful marketing strategy can have unintended consequences for a brand. “That's going to reposition the brand in the market,” he tells us. “But if you don't have a full perspective of where everything is, you could accidentally position that brand right next to a competitor that will easily outspend them.” Darren talks about the impact of such AI tools as Midjourney in his agency, its uses and limitations, and the unlikely sounds of inspiration all around us “I can guarantee you nine times out of ten,” he says, “it's when you're cycling home, or when you're washing your dog at home, or you're out with a friend having coffee. You'll see something happen, you'll go, ‘wait a minute....

“If you're going to be doing a commercial, for example, for BMW, where people are spending a lot of money on a Seven Series and it's a luxury car, but then you hear the TV ad or the radio ad or wherever you're listening, and that sound isn't recorded at the highest quality. Like, your logical mind might not pick it up, but if it sounds a little tinny or it's too much of an echo, you pick that up, and that really does build into the overall feeling of the brand in terms of quality. There was an interesting example with Nissan. They launched one of the first electric vehicles a long time ago, and when they put it out into the market, they found that people felt that maybe it was a little flimsy, it didn't feel quite right, like, well made. So obviously they went in to fix their upholstery, and they started making things a little more high quality, and consumers are still saying, ‘I don't know what it is, there's something about this, it just doesn't feel like a quality vehicle.' And what they did was they changed the audio. Through the speakers in the car, when you start it up, it will make a fake sound of the car starting up. And, all of a sudden, people are like, ‘ah, now it feels like a car.'” – Darren Borrino This week's guest is an art director at heart and an ECD-level creative with over twenty years experience, working all across the globe. He's led teams at some of the world's top agencies, such as TBWA, DDB, and Saatchi & Saatchi, and has won multiple awards for his work. He launched Inkfish, a boutique agency in New York that helps smaller challenger brands take on the big guys with sharper strategy, more disruptive creative, and budgets that go into the work, not overheads. He's endlessly curious about what persuades the human mind, loves ideas that actually land, and believes that the best work comes from collaboration and clarity, as well as a healthy sense of humor.His name is Darren Borrino, and in this episode, we'll be discussing how companies can shake things up using sound, the difference between clever and persuasive, and how to stay relevant in a changing ad world – especially in the age of AI. Stay tuned for a Masterclass in being different! As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - The Power of Sound in AdvertisingWe start off our discussion with Darren's childhood impressions of sound, which include the Universal audio logo when he and his dad used to watch movies. “You'd made it home, you'd finished everything you wanted to do,” he says, “and you could sort of relax with a little bit of popcorn and maybe watch a movie and just take it easy. So that was probably the first time.” Our discussion turns to audio branding in the age of social media, and just how quickly things move today – especially audience attention. “People switch off very quickly,” Darren explains. “So you need to make sure you have a brand that has the right qualities, and then you match that with the right voice to bring that to...

“The brief was ‘we want to sell some more train tickets to Germany, where you can go to Berlin for a techno party, you can go to Hamburg for the opera, have a famous opera in Hamburg, or you can go to Munich for the beer festival.' And we made this audio journey with sound, and you definitely can hear, ah, now we're in Berlin, it's the opera, and now we go to Munich. So yeah, we can play with that. And the client just also loved the idea. It takes two to tango, as you say, the client also needs to value and understand if you want the effect of this. You need to work with this in an ambitious and professional way.” – Karsten Kjems This episode is the second half of my conversation with audio branding specialist and founder and CEO of Sonic Minds Karsten Kjems, as we talk about the surprising value of silence in sound design, why familiarity doesn't always breed contempt when it comes to sonic logos, and what it means to be a musician in a world where both instruments and vocals can come from a laptop. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - The Power of Sound DesignAs the second half of our conversation starts, Karsten points out how effective sound design isn't always intuitive, and that less is sometimes more. “I've played some gigs, sometimes for a reception,” he says, “and people were just talking and talking, and they didn't listen to the music at all. But then suddenly if we start to play really soft, then people go, ‘oh, I think the band is playing.'” He adds that sonic interfaces today are, in some ways, reminiscent of the early days of web design. “In the old days, they had flashes and everything moving,” he recalls. “You know, now we just go back to ‘give me a simple burger menu,' ‘click contact,' or whatever. User usability is also very important.”(0:06:41) - The Evolution of Sound DesignOur discussion turns to audio marketing, and Karsten points out how much of effective sonic branding depends on the demographics. “There has actually been a study for that, that shows that we create our musical preference, I think, when it's between we are 17 and 21,” he says. “We're about to get the first boyfriend or girlfriend, moving away from home, these really high peak moments in our lives.” We talk about AI in sound, and the direction he sees it taking in the industry. “It's just like when the sampler came out,” he recalls. “'What should drummers do?' And now the drummer plays on top of samplers, so every drummer has a sampler or a drum machine next to him, so he uses it as a tool.”(0:20:22) - Quality Sound DesignAs our conversation comes to a close, we talk more about the role of shifting demographics in sound design and how they impact not just relatability but the user's experience. “If you're having hearing loss or having, you know, difficult hearing,” Karsten notes, “then you don't want products that really annoy you. You want to be able to understand them.” He shares some of his...

“If you can see that your product is selling better with better sounds, and it gets better reviews Actually, I saw a car review that scored the car better just because the sounds were better. He didn't talk about how fast it could go, how fast it could brake or how many airbags, he talked about the user experience. A car today is a driving iPad on wheels. So, all these sounds here, I got so stressed from these beeps and boops, suddenly it was too close to the edge, or too close to that... sometimes there wasn't even a thing, and it just starts to, what was that? Was a fly running through the camera? What was it? So, I think it's so important that we also choose brands and products with our ears as well with our eyes, and also with our wallets.” – Karsten Kjems This episode's guest was raised in a musical home with a studio in the basement. He began drumming professionally at 23, and his passion for sound design and early use of digital audio tools like ProTracker on the Amiga shaped his approach to music and technology. While working at a branding agency, he noticed companies struggling to define their sonic identity, leading him to launch one of the first strategic audio branding agencies, Sonic Minds, in 2004. Today, he's a recognized expert in the field, frequently speaking and teaching about sound design.His name is Karsten Kjems, and you'll want to hear more about his perspective on brand sounds, why he believes audio branding to be so important, and what sets good and bad sound apart. If you're still on the fence about audio branding for your own company, or if you're struggling to explain why it's important to your clients, you should definitely check out this conversation. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - The Power of Sound in BrandingAs we start things off, Karsten shares his early memories of sound, and how growing up with ADHD in a musical family shaped his formative years. “I was brought up in a family where my father was a drummer,” Karsten recalls, “so I've always been around musicians and music and the first time I really discovered that I had this almost perfect pitch was when I went to music school.” He explains how a surprising discovery at a concert led to his career in marketing and audio branding, and the seismic shift that the streaming era – and particularly the rise of YouTube – represented for the industry. “Suddenly brands and companies need to communicate in these spheres,” he tells us. “How did they do that? How did they choose music? How should they buy music? So it's a whole new game, from only being on TV and radio to being on all the time, to keep… producing content all the time.”(0:12:18) - Designing Meaningful Audio Branding ExperiencesOur conversation turns to UX and branding through sound design, and Karsten points out how ubiquitous sound interfaces have become these days. “A headset, a modern headset, for whatever company, it can have up to around 15 different sounds,” he...

“If it's stock music, unless you're paying, like, some libraries have exclusivity, but most of them don't. So that's what I always say to clients, like stock music. You might hear that Joe's ice cream shop also has the same music that you have. And you're Chrysler – I keep saying Chrysler, but whatever, a big brand. A good example of an audio branding that we did was the Rogers. That was huge, and when we first did that, it was for a very close friend of mine, Philippe Garneau, and Mark's brother, the astronaut, and he came to me, and he had the Rogers account. He said, ‘We want a mnemonic on the end of the spot, but we're only going to use it for three commercials.' And so they lost the business, and Rogers loved that mnemonic.” – Ted “Theo” Rosnick This episode is the second half of my conversation with music and audio director/producer Ted Rosnick, as we discuss the use of AI, especially digital voice clones, in advertising, the impact of the SAG-AFTRA strike, and the unwritten rule voice artists follow when it comes to branding. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - Evolution of Music Production and AIThe second half of our conversation starts with Ted's perspective on advertising in the 21st century, and one early trend that marked a turning point. “One of the main things I remember changing a lot was when Napster came along,” he recalls. “People could download a hundred songs in an hour, and I noticed it was, all of a sudden, we were expected to do seven or eight demos, because that's what they were used to, like, pulling music down all night long and hearing their stuff.” We talk about digital studios and sound design, and how AI voice cloning has transformed the industry, including a recent commercial campaign that featured a synthetic likeness of a human actor. “We asked his permission,” Ted tells us, “and so we AI'd his voice, and it worked out really well. Nobody would know. I know the difference because I just know, but you wouldn't know the difference.”(0:10:42) - The Impact of AI on CreativityTed tells us about his experience with AI-assisted brainstorming and its limitations as a content writer. “I've written them and then thrown them into ChatGTP,” he explains, “and then said, ‘Can you just make it a little warmer?' But the truth of the matter is that I've always gone back to my own, because I don't think it's as warm as or as good as what's in here, you know.” We discuss what sets human and AI creativity apart, and how what makes a work human often comes down to the very things AI would try to fix. “A lot of it is that human subtleties are mistakes,” he tells us. “When you start tearing it down for the mix, you hear all sorts of mistakes. They're not glaring mistakes that are going to ruin it, but they're not perfect, and that's what makes it human. And that's what makes it great.”(0:23:10) - The World of Audio BrandingOur conversation closes with some of Ted's most...

“We did one for Mercedes, which again was very unique and very simple. It was about this guy Raymond who had never tried ice cream before. And it was a great commercial, and it talked about Raymond never having ice cream, and he waited, and he would watch other people have ice cream, and then one day Raymond decided to have ice cream. And then all of a sudden it cuts to a Mercedes logo. And then the last ten seconds, it was for Mercedes, but it was so well done and so unique, and the score was very, very, very unique.” – Ted “Theo” Rosnick This episode's guest returned to Toronto from Boston in 1974 after attending Berklee College of Music. He soon began working as a studio drummer, but his passion for audio production quickly led him to start his own jingle production company, Rosnick Productions, in 1975. Through hard work and dedication, he quickly established himself as Canada's top audio producer and audio director for commercials. He went on to partner with Steve McKinnon in 1990, forming RMW Music, and the company remained the top music production company in Canada for decades before being sold to Vapor Music in 2016. Since that sale, he's remained with Vapor as a Creative Director, continuing to bring his expertise and passion to many projects and to the industry. His work is recognized not just in Canada but globally, having shaped the sound of major brands like IKEA, Molson, Subaru, Mercedes, Peroni, and Heinz, among many others. Over his five-decade career, he's earned hundreds of advertising awards for his music and sound design, always pushing creative boundaries with fresh ideas and meticulous attention to detail – all of which are things we definitely appreciate here.Beyond advertising, he's made his mark in sound design and music for feature films and documentaries, and he's the executive producer and audio director of the well-known advertising podcast IOFA with Aaron Starkman. He's also mentored countless emerging talents over the years, a role that he takes great pride in. Just this past February, he decided to retire from the advertising industry after an illustrious fifty-year career, and he now enjoys spending time at his cottage in northern Ontario with family and friends, playing the drums, and catching Raptors games.His name is Ted, or “Theo,” Rosnick, and getting the opportunity to speak with someone who has such a rich knowledge of the advertising industry and how it's evolved over the years – not to mention how much sound has played a part in that – is a real treat. If you want to know where advertising's been, where it is now, and where it might be heading, this is a discussion you won't want to miss. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - Legendary Marketing and Music MemoriesOur conversation starts off with Ted's early memories of sound, and it's one a few guests have shared: The Beatles' unforgettable performance on The Ed Sullivan Show. “I had never heard that kind of music before,” Ted tells us....

“There's a quote from a famously terrible person, Thomas Jefferson, who said – I don't particularly like him or a lot of the things he did, but I do agree with this, I do agree with this specific quote. ‘I will study war and strategy so that my children may study science and maths, so that their children may study art and poetry.' I'm sure I'm butchering the exact quote, but the sentiment is there. Why are we creating robots to do art for us? Why do we not yet have something that can fold my laundry? Wouldn't that be useful? That's what I want. And at the end of the day, if I had to pick either having a robot to do my art for me so that I have time to fold my laundry, or having to do both, I'd rather do both. I'm fine living. I enjoy being alive and being a human. I don't need a robot to take away what, to me, is the most human thing about us, which is that we can create.” – Benjamin Kapit This episode is the second half of my conversation with Benjamin Kapit of Second World Entertainment as he shares some of the more obscure sounds that he's turned into cinematic effects, discusses the ethics of AI training and what it gets right and wrong about human creativity, and the message he'd most like to share with future generations about the power of sound. As always, if you have questions for my guest, you're welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you'll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you're getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I'd love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast's main page. I would so appreciate that. (0:00:00) - Exploring Sound in Film ProductionAs our discussion begins, Benjamin shares more of his hands-on experience with audio production, from the studio apps and audio plugins he prefers to the challenge of bringing it all together in the film's final cut. “You have to record sound and work with the sound props make,” he says, “the way that people talk, or rather who's mic'd up in certain shots. You have to work with the edit. You have to have that somehow in your mind because you, the director, are the only one who really knows what it's going to look like when it's done.” He tells us about some of his more inventive sound sources, such as a microphone specifically tuned to record static. “When it comes to post-production,” Benjamin says, “especially sound,” I hate rules. I don't want to do things the way that everyone else does. I don't want to sit down and say, okay, well, this sound sounds like this, so it has to be this thing.”(0:11:06) - Exploring AI in the Sound IndustryBenjamin and I talk about the groundbreaking audio work in sci-fi movies like Dune and Interstellar, and how they've inspired his approach to sound design. “It never really occurred to me that, like, oh, you can just mess with a synth or with a sound so much that it becomes something else,” he says about Interstellar's distinctive soundscape. “You can completely shift the tone and the meaning behind audio and make it yours and make people think, yeah, this is this other thing and it's not.” Our conversation turns to AI's transformative role in the industry, and his concern that the distinction between different forms of AI, and the question of