Audio Branding

The Role of Simplicity in Sonic Branding: A Conversation with Connor Moore – Part 2

Wed, 01 Apr 2026 06:00:00 -0400

“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 Moore

This 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 Design

The 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 Simplicity

We 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 Branding

Our 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 Summary

Our 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:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

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How Sound Design Revolutionizes Branding: A Conversation with Connor Moore – Part 1

Wed, 25 Mar 2026 06:00:00 -0400

“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 Moore

This 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.

(00:00) – Connor’s Audio Eureka Moment

Our 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 Branding

Connor 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 Soundscape

As 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 Summary

Connor 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:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

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Making Your Mark in the Music Industry: A Conversation with Jesse Flores – Part 2

Wed, 18 Mar 2026 06:00:00 -0400

“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 Flores

This 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.

(00:00) – AI in Music Marketing

Our 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 Artists

Jesse 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 Summary

Exploring 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:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

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The Psychology of Sound in Marketing: A Conversation with Jesse Flores – Part 1

Wed, 11 Mar 2026 06:00:00 -0400

“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 Flores

This 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.

(00:00) – Jesse’s Journey into the Music Business

Our 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 Artists

Jesse 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 Noise

Jesse 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 Summary

Jesse 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.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

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Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Standing Out in the Age of AI Music: A Conversation with Jastin Artis – Part 2

Wed, 04 Mar 2026 06:00:00 -0400

“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 Artis

This 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.

(00:00) – Navigating the Fine Print

We 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 AI

The 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 Music

Our 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 Summary

Jasten 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.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

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Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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The Healing Power of Music: A Conversation with Jastin Artis – Part 1

Wed, 25 Feb 2026 06:00:00 -0400

“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 Artis

This 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.

(00:00) - How Sound Shapes Our Emotions

As 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 Music

Our 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 Branding

As 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 industry. “I like to call being an A&R is like the cool uncle or auntie,” he explains, “while being the manager is the parent. There is some separation there.” He talks about his role as a teacher of sound and music, and what it takes to turn musical talent into commercial success. “I was just telling someone today,” he explains, “what good is it learning music production and writing and all this other stuff… [if] you don’t know how to run your business?”

Episode Summary

Jasten shares some of his formative experiences with music and artists.
We discuss how music influences emotions and even impacts mental health.
Jasten talks about the importance of nurturing talent in the music industry.

Tune in for next week’s episode as Jastin explains the financial language of the music industry, such as PRO payments and split sheets, his advice on how to sell yourself as an artist on social media, and his observations as an industry veteran on the growth of AI and what it means for musicians.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Creating an Authentic Sound for Your Brand: A Conversation with Michael Dargie – Part 2

Wed, 18 Feb 2026 06:00:00 -0400

“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 Dargie

This 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.

(00:00) - Finding Your Brand’s Unique Sound

The 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 Storytelling

Michael 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 Branding

Our 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 the mix.”

Episode Summary

Michael’s improv-inspired process for discovering what sound represents a brand.
He explains the importance of sound in building the brand’s narrative.
Michael’s insights on AI voices and the evolving role of sound in marketing.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

How Sound Shapes Brand Identity: A Conversation with Michael Dargie – Part 1

Wed, 11 Feb 2026 06:00:00 -0400

“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 Dargie

This 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.

(00:00) - Becoming an Octopus Whisperer

We 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 Sound

Michael 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 scene or stopping the action… You’d be like, you know what? Heck with it, let’s find out.”

(22:24) - Podcasting and Sound Design

As the first half of our conversation wraps up, Michael tells us about his book BrandJitsu™ and the foundational role of sound in branding. “The top of the iceberg,” he explains, “is the stuff that people see or hear or interact with your brand. What’s below the surface are all the things that matter and enable it to be there for you to enjoy. This book is all about all those pieces below the surface.” We talk about how sound sets the stage for a brand, and how it’s best utilized by a brand. “I think music and sound becomes subtext,” he says. “It contrasts what we see, and I think contrast is the most important part of any experience… What are these things? Why are they pulling at each other?”

Episode Summary

Michael shares his formative memories involving music and storytelling.
An exploration of what it means to be a creative rebel when it comes to sonic branding.
Michael talks about his podcasting experiences and the importance of sound.

Be sure to tune in for next week’s episode as we continue to explore the surprising intersection of improv comedy and audio branding, we talk about some of the commercial campaigns Michael’s worked on, and about his approach to finding the sound, mood, and voiceover artist.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Connect 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 Strategy

https://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

Unlocking the Power of Sound: A Conversation with Jeremy Toeman – Part 2

Wed, 04 Feb 2026 06:00:00 -0400

“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 Toeman

This 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.

(00:00) - The Role of Sound in Branding

The 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 Creators

We 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 Identity

As 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 or principal photographers or any of these people,” he explains. “We look at how what we’re doing will be additive overall to the video ecosystem, and that includes voiceover actors and all the rest.”

Episode Summary

Discussion on how sound influences brand perception and user experience.
Jeremy offers advice on using sound effectively in product design.
Jodi wraps up the conversation with key insights and calling for action.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Psychology of Sound in Marketing: A Conversation with Jeremy Toeman – Part 1

Wed, 28 Jan 2026 06:00:00 -0400

“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 Toeman

This 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.

(00:00) - The Emotional Power of Sound

Our 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 Technology

Jeremy 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, and the people skills that working at such large companies taught him. “There’s a saying that nobody quits a company,” Jeremy says, “they quit a manager. And so for me, a lot of my time was really trying to grow my, what they call the soft skills, but I think are the hard skills, which is how do you make teams of people with disparate priorities, perspectives, values, needs, how do you get them to really align?”

(19:01) - AI’s Role in Creative Products

The first half of our conversation wraps up as Jeremy talks about Augie’s approach to AI and the hurdles his company’s working to avoid. “It bothers me personally,” he says, “that [we could] end up in this place where, like, 80% of the content is written by a bot, said by a bot, visualized by a bot, and then, wait for it, watched by a bot.” He explains how his technology balances the human and algorithmic elements of content, and his belief that, when there’s a choice to be made between the two, the human side should come first. “Is it all about what’s going to get me the absolute maximum new audience?” he explains. “I mean, from one angle, sure. But from the other angle, I want the audience that is like, I like this Jeremy guy, he talks about this, that, and the other. And, like, oh, you put a clip up talking about Arrested Development, not AI. Well, AI is going to do better SEO, but Arrested Development is my favorite TV show. So that’s the one that went live.”

Episode Summary

Discussion on how sound shapes audience emotions in movies.
Jeremy discusses his career journey and the tech behind sound.
The role of AI in enhancing creativity and audio branding.

Tune in for next week’s episode as we talk about why podcasters shouldn’t always aim for the biggest success stories, how his daughter’s work as an indie game developer has given him a behind-the-scenes look at video game sound design, and how AI video editing is transforming the ad industry.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Creating a Unique Audio Identity: A Conversation with Joshua Suhy – Part 2

Wed, 21 Jan 2026 06:00:00 -0400

“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 Suhy

This 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.”

(00:00) - The Importance of Sonic Branding

As 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 Shows

We 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 Professionals

Our 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 early mistakes. “That particular approach that you did for that episode may not have worked,” he says, “or the sound design approach didn't work for this, but that could be exactly what’s needed to help make the next episode or the next show go from good to great.”

Episode Summary

How brands can set themselves apart from the crowd through sonic branding.
Exploring how branded podcasts blend brand identity and useful content.
Joshua shares his insights as a sound designer for those starting in the industry.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Building a Better Sound Studio: A Conversation with Joshua Suhy – Part 1

Wed, 14 Jan 2026 06:00:00 -0400

“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 Suhy

This 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.

(00:00) - Using AI in Sound Design

Our 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 Production

The 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 situations.”

(25:00) - Impact of the Pandemic on Podcasting

As the first half of our conversation comes to a close, Joshua tells us about some of the podcasts he’s worked on that have left a big influence on him, such as the American Kennel Association’s Down & Back podcast. “Mike would write the script,” he says, “we would record Bud doing the voiceover, and then I just put everything together and build all the sound effects and music and all that kind of stuff in there, and they're just so much fun.” He shares his process for creating a Foley library of sound effects, and what he does when there isn’t a ready-made sound that fits his needs. “Footsteps, clothing sounds, things like that,” he says, “if I didn't have good cloth movement sounds, let's say, in my library, I would do my best to try to just shove a mic in front of my shirt and manipulate it that way.”

Episode Summary

Exploring how Joshua utilizes ChatGPT for studio planning and finding new gigs.
His career journey from music and cinema to audio post-production.
How the pandemic changed the podcasting landscape and audio technology.

Be sure to tune in for next week’s episode as we talk about his work on branded podcasts, and what sets them apart from traditional podcasting, where he stands on licensed vs original music content, and why monetization shouldn’t necessarily be the starting goal of an up-and-coming podcast.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Mastering the Language of Sound: A Conversation with Daniel Hug - Part 2

Wed, 07 Jan 2026 06:00:00 -0400

“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.

(0:00:00) - The Evolution of Sound Design

As 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 Life

Daniel 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 Summary

Sound design in films, games, and cars, and the challenges of preventing user fatigue.
Daniels’ approach to integrating synthetic sound design into everyday life.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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The Art of Captivating Sound Design: A Conversation with Daniel Hug - Part 1

Wed, 31 Dec 2025 06:00:00 -0400

“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 Hug

This 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.

(0:00:01) - Exploring Early Sound Memories and Design

Our 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 Innovations

Our 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 experiences, regardless of their origin. “Design quality is only one aspect,” he says, “but the other aspect is to have positive experiences together with a certain sound that makes the sound actually work. Like a coffee machine doesn’t make a nice sound, but we love it because it’s related to this act of producing coffee.”

(0:24:27) - The Art of Sound Growth

As the first half of our discussion wraps up, he shares a few samples of his UX work and tells us more about how he blends familiar and impossible sounds together into a unique design. “I always try to design sounds in a way that uses layers,” he says, “actually many layers, really, along with traces of familiar, material sounds with more synthetic stuff, but with the goal that the individual components cannot be extracted clearly, that you get more the feeling of something.” We touch on the impact of AI and how it challenges sound designers to push themselves further. “Maybe that’s one positive aspect,” Daniel tells us, “it pushes you to focus on our thinking out of the box and thinking in terms that a probabilistic machine doesn’t anticipate, and thus creating sound experiences that are new.”

Episode Summary

How jazz, piano, and a bolt of lightning helped shape Daniel’s career in sound design.
Daniel’s work on the audio-first UX design of Caru, a screenless medical alert device.
Weaving new audio UX sounds and the surrounding soundscape into a seamless whole.

Be sure to tune in for next week’s episode as Daniel and I talk about the cautionary tales that Hollywood franchises like the MCU offer to sound designers, what video games and household audio sounds have in common, and Daniel’s approach to making sound design more inclusive.

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AI, Sound, and Authenticity in Business with Wil Seabrook

Wed, 24 Dec 2025 06:00:00 -0400

“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.

(0:00:01) - Navigating AI in Changing Business Landscape

The 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 Business

Wil 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 Summary

AI'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 headed.

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Editing/Production by Humberto Franco - https://humbertofranco.com/

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Sound, Storytelling, and Content Creation with Wil Seabrook

Wed, 17 Dec 2025 06:00:00 -0400

“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.

(0:00:01) - Musicians' Early Sound Influences and Journeys

As 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 Communication

The 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 selected.”

(0:14:20) - Creating Music for Brands With Purpose

As the first half of our conversation comes to a close, Wil shares a surprising discovery about the power of authenticity while recording an Instagram spot. “I did two versions in the studio and, on a friend's recommendation, I did a version on my couch, just to see. The version on my couch outperformed the other two versions, two to one.” He points out the work that can go into such seemingly organic spots, however, and cautions against not taking it seriously. “It's very important for people to understand that simple or homemade style does not mean that it's not produced,” he explains. “It's just a different medium, in a way, than trying to make a TV show or a movie.”

Episode Summary

Will shares his musical journey, from old records and school choirs to recording singles.
Sound’s subliminal impact on consumers and how clients can tap into that power.
How the right environment and equipment can make or break a voiceover audition.

Be sure to tune in for next week’s episode as Wil and I discuss AI’s place in the music industry and Wil’s own business, why he thinks we may be in for a new golden age once the dust settles, and how musicians and producers are adapting to the mile-a-minute landscape of social media.

Connect with the Audio Branding Podcast:

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Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Editing/Production by Humberto Franco - https://humbertofranco.com/

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From Portugal with Love: Talking Sound and Story with Humberto Franco

Wed, 10 Dec 2025 06:00:00 -0400

“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.

(0:00:00) - Exploring the Power of Sound

Our 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 Sound

Our 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 curiosity can take us into the world of sounds, and to find new things, like small hidden corners of our brain that a sound can light up. And that's what the future brings.” As we arrive at the Porto airport, Humberto and I discuss the inspiration and goal of Audio Branding, and he closes with his thoughts about the importance of sound in our lives. “It's a way of knowing things,” he tells us. “knowing the world. Even if you have your eyes shut, you can feel the place… I think it's our most basic feeling instinct that we have.”

Episode Summary

As we travel through Portugal, Humberto and I discuss podcasting and audio production.
The future of Audio Branding and the impact of sound in Humberto’s own life.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Blending Human Ingenuity and AI in Sonic Branding: A Conversation with Luke Moseley and George Holliday

Wed, 03 Dec 2025 06:00:00 -0400

“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 Strategy

The 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 AI

George 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 wouldn't allow it to be CGI. He demands that you would hang off the plane, right? That's why we love watching Mission Impossible and I think that's for me, why I still have hope for music in an AI world.” Luke recalls his conversations with a friend at Pixar during the first rush of CGI films, and how the industry eventually found its balance. “Everyone that was using pen and paper thought ‘I'm out of a job,’” he notes. “And then, all of a sudden, it's like, ‘Oh, now, all my friends have jobs as long as we can use this computer.”

(0:22:02) - The Power of Sound and Music

With our conversation coming to a close, George and Luke offer their advice to the next generation as it navigates social media, streaming media, and generated content. “It would just be trust themselves.” Luke says. " I think it's so easy now, particularly with everyone trying to fit in, and, you know, the world of music and the world of being in music is not a particularly easy one. It's very rewarding, you know, and it's a privilege to be able to, to be in it, but it's not the easiest.” George adds his thoughts and reminds us to hold onto the things that set us apart from algorithmic content. “That's the thing we should never lose touch with,” he says, “our understanding or just feeling. You don't have to understand why, you just have to understand that, that is something that you're feeling.”

Episode Summary

Luke and George’s approach to developing unique sonic logos for brands.
How AI has reinvented music composition, and human creativity’s role in AI music.
Exploring the potential of the human brain and AI consciousness.
Insights into enhancing a brand's auditory presence through sonic branding.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Crafting Authentic Sounds for Brands: A Conversation with Luke Moseley and George Holliday

Wed, 26 Nov 2025 06:00:00 -0400

“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 Moseley

This 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!

(0:00:01) - Musicians' Early Sound Influences and Journeys

Our 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 Communication

Luke 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 Purpose

As the first half of our discussion concludes, George and Luke explain what inspired them as musicians to found their sonic branding agency Hear Me Out. “The thing that separates us from the others is we still make the music,” Luke says. “Like, we're the founders and we make the music.” George recalls the process behind their work on Sky Bingo’s audio brand campaign, which included live singers and instruments. “We were actually able to make real human music,” he explains, “because they wanted to connect with humans and actually make a point about the fact that they weren’t a fussy brand.”

Episode Summary

George and Luke's early musical memories and family influences.
Music as a universal connector, its cultural variations, and its emotional resonance.
How George and Luke used natural acoustics to create a unique ad campaign.

Be sure to tune in for next week’s episode as Luke and George talk about their approach to building a sonic branding strategy, what the growth of audio AI has in common with Hollywood’s CGI revolution, and how new technology, including AI, has and is still leading to whole new musical genres.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

AI and the Future of Music: A Conversation with Drew Thurlow

Wed, 19 Nov 2025 06:00:00 -0400

“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.

(0:00:00) - Future of AI in Creative Aesthetics

We 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 Startups

Drew 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 interesting, interesting companies.”

(0:10:09) - Emerging Trends in Music Tech

As our discussion comes to a close, we talk about how AI music is already impacting the industry, particularly for indie productions and freelance composers. “Generative AI instrumental music is probably going to be fine,” he says, “and they’re on a budget anyway. So it’s like that kind of middle class of artist who makes a living writing music for reality TV and podcasts and independent gaming, that’s probably where it’ll hit the most.” Drew talks about his latest projects, including his upcoming book and how listeners can get in touch, and he notes how quickly things have changed in just the last few months. “I remember the first, like, acoustic guitar sounds that came out of AI were pretty bad,” he tells us, “and I was like, don’t worry everybody, this is going to take a while. And then, six weeks later, it wasn’t true anymore. So I’m not putting any limits on how fast this tech can mature.”

Episode Summary

Gen Z’s relationship with AI and how hallucinations might become an art form.
How machine learning has optimized revenue streams and enhanced distribution models.
AI’s role in gaming, health care, and more as the technology continues to evolve.

Connect with the Audio Branding Podcast:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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From Walkman to AI: A Conversation with Drew Thurlow

Wed, 12 Nov 2025 06:00:00 -0400

“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 Thurlow

This 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.

(0:00:00) - Evolution of Music Industry and Taste

Our 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 Industry

As 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 to do that, and it’s a revenue-generating source.”

Episode Summary

Drew’s early experiences with music and how he got his start as a music strategist.
What it means to be an artist in the age of social media and AI-driven content.

Be sure to tune in for next week’s episode as Drew and I discuss his pivotal role in the International Sound Awards, which AI trends are leading the way in the music business, and how machine learning and generative music are finding uses in everything from video games to medical apps.

Connect with the Audio Branding Podcast:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Why Quality Audio Matters in Content Creation with Nicholaj Kloch

Wed, 05 Nov 2025 06:00:00 -0400

“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.

(0:00:00) - The Power of Audio Branding

The 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 Audio

As 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 Summary

The 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 https://voiceoversandvocals.com

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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How Precision Audio Shapes Marketing: Nikolaj Kloch on Videography

Wed, 29 Oct 2025 06:00:00 -0400

“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 Kloch

This 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.

(0:00:00) - The Power of Audio in Marketing

As 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 Recording

We 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 Summary

How videographer Nikolaj Kloch transitioned from aerospace engineering to sound design.
Nikolaj’s work with precision audio, from live recordings to film collaborations.

Be sure to tune in for next week’s episode as Nikolaj shares the lessons he learned from working with Britain’s first female Royal helicopter pilot, where he sees AI taking us when it comes to audio and video production, and the most important message he has to offer about the power of sound.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Building Brand Loyalty with Sound: A Conversation with Dr. Thomas Dickson - Part 2

Wed, 22 Oct 2025 06:00:00 -0400

“[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.

(0:00:01) - Impact of Sonic Branding Variations

My 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 Impact

Dr. 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 Sonic Branding Tools

As our conversation wraps up, Dr. Dickson emphasizes the cost-benefit ratio of sonic branding compared to other forms of marketing, and its potential for building brand awareness. “I think the thing I would push is the value for money argument,” he says, “that it is very affordable for an asset they’re going to use for a very long time.” We talk about the increasingly fierce competition among brands and agencies looking to grow their online presence, and the dangers of being left behind in an increasingly digital world. “The big thing as well is all of this is in the context of digital media,” he tells us. “So we are seeing more clients get work from TikTok, Facebook in particular, and Instagram in particular, and YouTube. If you’re not using multimedia on a multimedia platform, you’re falling behind.”

Episode Summary

Sonic branding in advertising and its evolution from traditional jingles to social media.
The growing role of AI in audio branding, its limitations, and how it might evolve.
How AI enhances branding and enables a more flexible, enduring marketing strategy.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

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Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Why Music Matters in Marketing: A Conversation with Dr. Thomas Dickson - Part 1

Wed, 15 Oct 2025 06:00:00 -0400

“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.

(0:00:00) - The Power of Sound in Advertising

Our 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 Branding

Dr. 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 associate with that through repeated exposure with these sounds, with those kinds of branding pillars.” He shares an example of a client who sought his help with finding the right branding voice, and he shares some of the unexpected legal risks that can arise when an audio brand campaign’s trying to sound familiar but not too familiar. “The last thing you want to do,” he tells us, “is compose something that doesn’t really suit the brief that you thought did, but you also don’t want to end up with something that’s derivative of another work.”

(0:19:02) - Implementing Sound Design in Sonic Branding

As we reach the first half of our conversation, Dr. Dickson talks about the strengths and limitations of a sonic brand, and how music can fill in the emotional gaps to build a stronger brand. “That’s not going to have much emotion conveyed in it,” he says of an audio logo, “whereas if you are to pitch, tune that, so make it turn into a melody... there’s opportunity to get both the distinctive asset and also an opportunity to convey, you know, music and emotion.” He shows an effective sonic brand can be one of the most cost-effective approaches to marketing, and we talk about the perils of trying to use stock music rather than a distinctive audio brand. “I have witnessed the phenomenon of different advertising using the same song,” Dr. Dickson tells us. “So anything from a car company to a gardening company, to, like, a food item and then a shoe, you know, and they’re all using that same sound.”

Episode Summary

Dr. Dickson shares his passion for music and his academic journey in musicology.
How musicology and audio branding intersect to build an emotional brand connection.
The power of an effective sonic branding campaign vs traditional advertising.

Be sure to tune in for next week’s episode as Dr. Dickson and I discuss the balancing act of audio branding and changing management, how the growing competition between sonic brands might lead to legal challenges, and the role AI has already begun to play in uncovering musical plagiarism.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Get my Top Five Tips for Implementing an Intentional Audio Strategy

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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How Sound and AI Transform Marketing: A Conversation with Darren Borrino - Part 2

Wed, 08 Oct 2025 06:00:00 -0400

“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.

(0:00:00) - Global Advertising Culture Differences and Campaigns

The 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 Campaigns

We 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. That's smart. The way that woman spoke to her dog is exactly what we need to be doing for this brand.’”

(0:16:27) - The Future of Creative Marketing

Our discussion concludes as Darren reflects on the fast pace of content development in the 21st century, and how it’s led to a very different tone than ad campaigns in the past. “I think the problem with that is that you get a lot of surface-level thinking,” he notes. “You can only go so deep with the time that you have, and I think that's why you see commercials generally these days are um, it's either got a pun in the headline or… you throw a celebrity in there, it's got a big track, or it's got a new visual effect, or something like that. It's not really deep thinking.” He shares some of his upcoming projects, including a new AI that adopts its persona to forge a personal connection with each user. “It obviously understands everything about the brand and its products,” he says. “But it brings in a third dimension. It helps you understand yourself a little more as a consumer, so it's got emotional intelligence built into it.

Episode Summary

Darren’s cosmopolitan approach to tailoring strategies for different regional markets.
How sound shapes consumer behavior, from climate awareness to safer driving.
Darren’s advice to 21st-century creatives, and his latest, AI-driven campaign work.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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!

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Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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How Sound Builds Brand Trust: A Conversation with Darren Borrino - Part 1

Wed, 01 Oct 2025 06:00:00 -0400

“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!

(0:00:00) - The Power of Sound in Advertising

We 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 life.”

(0:12:18) - Building Brand Trust Through Audio Consistency

Darren and I talk about sound’s power to quickly grab and hold the listener’s attention, and how that can be a double-edged sword when it comes to branding. “The problem with that,” he explains, “is if you're paying attention to the voice or the quality of the voice, or the sound or the sound effects, or the mix or whatever it is, then you're not paying attention to what I'm trying to tell you.” He explains the difference between clever and persuasive approaches, and warns against ad campaigns that can become too clever for their own good. “It's very important to keep a consistent brand,” he adds, “a consistent tone of voice, keep it really simple and make it reliable, and that's how you build trust.”

(0:22:26) - The Impact of Sound in Advertising

As we wrap up the first half of our conversation, Darren talks about the risks of over-planning and overproducing an ad campaign, and he shares some examples of effective campaigns that came together in more organic ways. “The best thing you can do,” he explains, “is [to] literally take that idea and go sit with a voiceover artist, or a weird creative or a musician, and just say ‘Here's the idea. Let's just throw some stuff around, let's just record whatever we're doing, let's have fun with it.’” He recalls his work with VistaPrint’s memorable “Unregiftable” campaign, and a compelling example from the Nissan Leaf of how sound shapes consumer expectations. “What they did,” he recalls, “was they changed the audio through the speakers in the car. When you start it up, it would make a fake sound of the car starting up. And all of a sudden people like, ‘Ah, now it feels like a car.’”

Episode Summary

Sound's emotional power in branding and how it deepens an audience’s connection.
How Darren’s work with markets around the world have shaped his perspective.
The power of sound in marketing campaigns and shaping the consumer’s experience.

Be sure to tune in for next week’s episode as Darren talks about his advertising work around the world, from Prague to Sydney, the impact that AI and content creation tools like Midjourney have made on the advertising industry, and his advice to young creatives starting out in the digital age.

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Silence, Sound & Emotion – The Hidden Power of Audio: A Conversation with Karsten Kjems - Part 2

Wed, 24 Sep 2025 06:00:00 -0400

“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.

(0:00:00) - The Power of Sound Design

As 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 Design

Our 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 Design

As 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 thoughts on the future of audio UX, and how his country’s leading the way in sonic branding. “Denmark is actually with sound what Swiss is with watches,” he adds. “For some reason, it’s a hot spot within audio engineering and sound. So I think we should keep that position as one of our trademarks in Denmark.”

Episode Summary

Effectively utilizing silence in sound design and the evolving role of spatial sound.
The challenge of re-imagining traditional audio approaches in the digital era.
AI’s role in sound and how technology has redefined what it means to be a musician.

Connect with the Audio Branding Podcast:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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How Sound Design Influences Marketing & Branding: A Conversation with Karsten Kjems - Part 1

Wed, 17 Sep 2025 06:00:00 -0400

“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.

(0:00:00) - The Power of Sound in Branding

As 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 Experiences

Our 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 notes. “You know, power on, power off, battery low, volume max, next song, anti-noise cancellation, Bluetooth connection.” He recalls an experience with an electronic tea kettle with an audio design more suited for fire alarms, and he talks about the difference in brand recognition and quality that audio branding can represent. “If I wear a pair of headsets every day which I turn on,” he says, “or drive a car that I use daily, or use my coffee machine or whatever, these interaction sounds, these user interaction sounds, are becoming the most heard sounds from the brand. And if they sound cheap, it’s probably a cheap brand.”

(0:22:26) - The Importance of Sound in UX

We come back to the topic of good and bad sound design, and how good UX design operates on an information spectrum. “Is it important or is it just ‘need a new battery’ sound? The scale of importance, is it an about-to-die sound or is it ‘please look to me in the next couple of days because you might want to change the battery’ sound?” We talk about how hospitals and medical device sound designs reflect some of the problems and solutions to creating an effective audio interface, and how important it is for companies whose products, whether they realize it or not, are driven by sound. “I’m in this UX sound bubble or marketing bubble with sound,” Karsten adds. “But I do feel that it is getting more attention... you can see that your product is selling better with better sounds, and it gets better reviews.”

Episode Summary

Karsten’s journey from professional musician to audio-branding pioneer.
The relationship between sound and brand image, and what makes a brand “innovative.”
Striking the right balance between useful and intrusive audio UX design.

Be sure to tune in for next week’s episode as Karsten and I discuss his award-winning work on a campaign featuring the sounds of Berlin, what audio UX can learn from the old days of Lycos and Geocities sites, and why louder isn’t better when it comes to ear-catching sound design.

Connect with the Audio Branding Podcast:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Why Sound Matters in Modern Advertising: A Conversation with Ted “Theo” Rosnick - Part 2

Wed, 10 Sep 2025 06:00:00 -0400

“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.

(0:00:00) - Evolution of Music Production and AI

The 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 Creativity

Ted 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 Branding

Our conversation closes with some of Ted’s most memorable ad campaigns, including one sonic brand that took off beyond anyone’s expectations. “If they were doing a commercial radio commercial, you’d hear that at the end of them,” he says. “When you opened your phone, if you’re with Rogers, you’d hear it. We got paid eighteen thousand dollars for that, and then all of a sudden we were hearing it everywhere.” He shares his latest work, such as 2024’s award-winning film Drive Back Home, along with a surprising admission. “Honestly, this is the first time I’ve been on a podcast,” Ted reveals. “I’ve been interviewed on TV many times and on the radio, but I’ve never done a podcast.”

Episode Summary

How Napster and digital technology changed both the music industry and audio marketing.
The role of AI and voice clones in marketing and its impact on creatives.
Ted’s approach to helping clients and companies forge a unique sonic identity.

Connect with the Audio Branding Podcast:

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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/

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Behind the Sound of Advertising: A Conversation with Ted “Theo” Rosnick - Part 1

Wed, 03 Sep 2025 06:00:00 -0400

“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.

(0:00:00) - Legendary Marketing and Music Memories

Our 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. “So the next day in school, I think I was in grade six, yeah, like, everybody was talking about it, and within about two weeks, everybody was wearing Beatles boots and Beatles shirts.” He tells us about his musical start as a jazz musician and how it led to his first commercial production. “I had never done a jingle,” he recalls, “nor had I really even thought about jingles before that… We went into the studio together after our gig at one o’clock in the morning and recorded everything ourselves with one singer, and I showed up at the office of McConnell Advertising around nine o’clock in the morning with a tape and said, ‘Hey, here it is,’ and they loved it.”

(0:08:33) - Legal Battles and Musical Innovation

Ted and I talk about some of his early misadventures in advertising in an era when jingle copyrights and royalties hadn’t quite been worked out yet. “It went on forever,” he recalls one multi-million dollar lawsuit that was eventually dropped. “It made the lead story on Entertainment Tonight, and I remember my parents calling me at the time. They were in Mexico, and they said, ‘Oh, we’re so proud of you, you’re on Entertainment Tonight!’" He tells us about the early days of editing commercials and how his studio made the pivotal decision to expand from jingles to full sound editing. “I changed that because I thought, ‘Why are the editors doing the sound?’” Ted says. “So we started doing the sound effects, but also doing sound design with musical instruments rather than just footsteps or whatever, more abstract. And so we started doing that, and a few commercials came in that really warranted that kind of an approach, and they were very good commercials, like highly crafted commercials.”

(0:18:30) - Audio Director’s Legacy and Impact

As the first half of our discussion closes, Ted tells us about some of his favorite commercial projects, including a memorable Mercedes ice-cream spot, and the impact his unyielding approach to advertising work made on others. “I never sat back and thought about how I was perceived in the industry. I knew I was popular because I was really busy, but I assume people hated me.” He discovered just what that meant during his induction into Canada’s Marketing Hall of Legends, and he discovered what his clients thought of him. “I was driving back from shopping, and my girlfriend, we got it on my phone, and I said ‘Read it to me,’” he says. “It was all these interviews with ex-clients, and I started to cry, like, a number of times… I felt like Sally Field, you know. ‘They like me, they really like me.’”

Episode Summary

Ted’s lifelong journey from jazz musician and drummer to pioneering jingle creator.
How a McDonald’s ad and Chubby Checker’s The Twist " led to a hair-raising legal battle.
Ted’s induction into the Marketing Hall of Legends after a fifty-year career.

Be sure to tune in for next week’s episode as Ted talks about how the dawn of digital media changed the way advertisers create content, his recent work with legally approved AI voice clones, and what he thinks of – and how he’s contributed to – the reviving trend of parody song commercials.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Soul of Sound: Why Film Still Needs Human Creativity: A Conversation with Benjamin Kapit - Part 2

Wed, 27 Aug 2025 06:00:00 -0400

“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.

(0:00:00) - Exploring Sound in Film Production

As 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 Industry

Benjamin 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 whether any of them can truly be called artificial intelligence, is being lost in the hype. “Take a program that can look at an MRI and scan for cancer and detect it faster than humans can,” he explains. “That’s discriminative AI. It is separating and analyzing data sets. Then you get to generative AI, and what generative AI is doing is it’s taking these mass data sets and using a statistical model to create something that should look like what’s been requested of it.”

(0:16:01) - The Impact of AI on Creativity

As our conversation closes, Benjamin explains how generative AI works and what sets its algorithmic process apart from human thought. “ChatGPT doesn’t know what I’m saying,” he tells us. “It knows that, statistically, the most likely next thing to follow [hello] would be ‘hi,’ and then ‘how,’ and then ‘are,’ and then ‘you,’ and then a question mark. And that’s only because it’s trained on data.” We talk about whether AI-generated art can be called creative, what its evolution might mean for the industry, and his thoughts about the expanding role of machine learning in everyday tasks. “I’d rather spend hours upon hours going down YouTube rabbit holes,” he says, “on how to work a specific plugin to get a specific sound, using hours on Serum 2 in Ableton to make a specific sound, than to ask AI to do it, because then I didn’t do it and a human didn’t do it. And I want to work with people.”

Episode Summary

Benjamin’s thoughts on ASMR, film production, and his favorite audio apps and plug-ins.
AI’s evolving role in cinematography and the dangers of relying on generative AI.
The ethics of generated content and Benjamin’s message for future generations of artists.

Connect with the Audio Branding Podcast:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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The Power of Sound Design in Film: A Conversation with Benjamin Kapit - Part 1

Wed, 20 Aug 2025 06:00:00 -0400

“If you have a screen that goes very bright white or if you have a screen that goes very dark, people can deal. Their eyes will adjust, or they’ll just accept that. But if you have bad sound, people will leave. They’ll turn off the movie. If they have to be adjusting the volume, if they have to adjust the volume of a video more than like two times, they’re very likely to leave. If the sound is just, like, bad audio and they can’t understand it, they won’t follow what’s going on. They’ll leave. So even from that most basic perspective, just passable good audio is more important than passable good visuals, because people can forgive bad visuals. But they cannot and will not forgive bad sound, because bad sound hurts.” – Benjamin Kapit

This episode’s guest is a filmmaker, composer, and sound designer who started his production company at the age of fifteen. He’s currently in post-production for multiple short films and web shows, and he’s working on his fifth vocal album. His name is Benjamin Kapit, and our two-part conversation covers a wide range of sound-related issues when it comes to creativity. Stay tuned for more insights into, among other things, what it was like starting his sound career at such a young age, the balancing act of creating sound-based art and film in the age of AI, and his approach to movie soundtracks.

(0:00:00) - Exploring Sound, Film & Autism

As our discussion begins, Benjamin shares his early memories of sounds and how his older brother’s musical talent inspired his own career path. “We had an upright piano,” he recalls, “and eventually got a baby grand, and my house growing up was constantly filled with music, and I look up to my brother so much because he’s the one that got me into piano.” He talks about his autism diagnosis and how being on the spectrum can be a double-edged sword when it comes to filmmaking. “I see a lot of the work that I do as a puzzle,” he explains, “and so, you know, despite the shortcomings of it, I’m able to utilize whatever’s going on in my brain to actually end up helping the work that I do.”

(0:11:30) - Creativity in Sound Design and Film

The topic turns to cinematic audio and the challenge of inventing whole new sounds that have no counterpart in the real world. “How do you approach making a sound for, you know, shooting magic out of their wand,” he says, “because that’s not a real thing. So what do you do for it? Do you go for the more realistic element, or do you head towards, like, complete synthesis?” We discuss film scores and their role in shaping not only the narrative but also the performances. “One of my shortcomings is communication,” Benjamin tells us, “and if I can’t get an idea or the feeling of a scene out verbally to an actor, I bet I can do it with music. So I’ll write pieces before I even get on set that I can hand to the actor and say, ‘This is how this scene should feel.’ Then we’ll be able to discuss it further.”

(0:26:16) - On-Set Audio Challenges and Solutions

Benjamin and I talk about how easy it is to overlook sound in movie making, and the perils of doing so. “If you have bad sound,” he notes, “people will leave, they’ll turn off the movie. If they have to be adjusting the volume, if they have to adjust the volume of a video more than, like, two times, they’re very likely to leave.” He tells us about the practical challenges of recording both on and off the set, such as a conversation aboard a speedboat. “We have a scene that was entirely eighty yards on a boat,” he recalls, “a speedboat that was going thirty miles an hour, and so you could barely even hear them on set with a boom microphone. So they had to do [ADR] mostly to, like, their mouths moving.”

Episode Summary

Benjamin’s early sonic influences and his journey as a young filmmaker.
How cinematic soundscapes bring fantasy to life, and the narrative power of music.
Benjamin’s techniques for capturing quality audio, even on a speedboat.

Tune in for next week’s episode as Benjamin shares how background static can play a surprising role in sound design, the crucial difference between generative AI and discriminative artificial intelligence, and his thoughts on whether AI artwork and sound effects can replace creativity.

Connect with the Audio Branding Podcast:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

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The Universal Language of Music: A Conversation with Stephen Ridley - Part 2

Wed, 13 Aug 2025 06:00:00 -0400

“And then his youngest daughter, who’s six years old, comes up, and she’s into gymnastics and she’s kind of cartwheeling around the room while everyone else is playing. And then, ‘All right, she’s going to play you a song.’ And she comes up, and she’s all full of beans, and then she sits down and she plays the most somber Debussy song. And it was, like, there was so much soul in what she played for a six-year-old. I’m like, ‘whoa!’ Like, the amount of depth in what she did was, like, whoa! ‘You are, like, a wise young girl.’ That’s an old soul. And I looked at him, and he’s crying. And then at the end of this evening, we again get to talking about AI, and he was asking, this comes full circle, this is the reason I bring this story up, is he’s invested heavily in various different AI projects. And one of them is this company that’s gonna be, like, a prompt and then it makes music. And he said, ‘Well, you know it’s cool, but are you not worried about AI, like, taking you out?’ And I was like, ‘Well, do you think I should be? You probably know better than me.’ And he said, ‘Well, you know, AI can do exactly what she just did, just so you know, like right now, I could get AI to play that song and it can play it perfectly.’ I was like, ‘Yeah, but would it make you cry?’" – Stephen Ridley

This is the 300th episode of Audio Branding: The Hidden Gem of Marketing, and my conversation with international pianist and founder of the Ridley Academy, Stephen Ridley, continues as we discuss why Stephen prefers live performances to studio recordings, the school he’s now running to help others find their own passion for music, and the one song he’s vowed to never play on the piano.

(0:00:01) - The Future of Creativity and AI

The second half of our conversation picks up with Stephen’s illuminating discussion of AI with a billionaire tech investor, and where he sees AI leading us in the future. “There are a lot of things in life where we don’t necessarily need to put ourselves into it,” he explains. “They don’t require our imagination, creativity, any spiritual anything. Those things probably can be replaced by AI.” We discuss AI’s limitations as a way of conveying emotion, and where the new economy might lead us once machines are handling the busy work. “I actually think the future economy will be heavily into creativity, and into art,” Stephen adds, “since I think that’s exactly where culture will go.”

(0:07:16) – The Unique Power of Live Entertainment

Stephen recalls his brief and unexpected foray into iTunes after discovering that a record label had uploaded his music without permission. “They’re like, ‘Okay, if you don’t like it, sue us.’ And obviously I wasn’t in a position to do that, and they have all the money in the world,” he explains. “So I was like, ‘Okay, well, I can’t do that, but what I can do is remove it. So I just removed it.” He talks about why, even though he’s starting to return to social media and streaming content, he still prefers live concert performances to being in a studio. “I don’t have the pressure of having to record it six hundred times, get it perfect, mix it, master it, spend a hundred thousand dollars,” he tells us. “I write a song, I go up on the stage, I play it…. And because of that, my shows have grown and grown and grown.”

(0:13:39) - Revolutionizing Music Education With Fun

He tells us about the piano school he’s recently opened, and how his own path as a musician inspired him to help others find a different way. “It was fun when I was first noodling,” he says. “Then I went to get educated and all it made me want to do is quit piano. And I suffer through years and years and years and years of hours and hours of practicing a day, and then I get to enjoy music.” We discuss some of the weaknesses of traditional music lessons, and how he’s working to spark the sense of wonder he finds in music within students who might have been put off by those early lessons. “They leave this experience feeling like they’re no good at music,” he tells us. “But in actual fact, what I thought is ‘Well, no, I just think the education sucks if everybody’s having the same experience.’”

(0:22:49) - Music’s Impact on Health and Longevity

As our discussion comes to a close, we talk about the latest research into music’s medical benefits, from boosting memory and agility in elderly patients to lowering cortisol and stress levels in people of all ages. “Cortisol is a stress hormone,” he says. “You might not know that you’re stressed until you remove the stress, and so, uh, they’d universally found that playing piano for just thirty minutes could reduce cortisol.” Our conversation touches on what such research might mean for the next generation of listeners, and the difference it might have made in his own life. “I’m sure if he’d had the outlet of music from a young age,” Stephen says about his father, who passed away from heart failure, “and he’d had a creative way to get that out rather than a destructive one, then he might have found himself later in life in a better physical condition. He might not have died when he did.”

Episode Summary

The closing gap between musicians and audio AI, and what sets human music apart.
The challenges the modern streaming-first music industry poses for young artists.
Stephen’s work founding an innovative new piano school in the aftermath of COVID.
The health benefits of sound, and the one song Stephen won’t play on the piano.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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The Power of Music: A Conversation with Stephen Ridley - Part 1

Wed, 06 Aug 2025 06:00:00 -0400

“Chick invited me to go to this jazz club in Soho called Ronnie Scott’s in London. And it was, like, two o’clock in the morning – I was like, ‘I don’t think it’s gonna be open.’ I did not know who I was dealing with. It’s Chick Corea. He just makes a call, it’s open, and they’d set out three pianos in a room facing each other. And we walked in this room, we sat down, and Chick could play a few notes. Herbie had joined in, I’d joined in, and we kind of each took it at turns in leading the thing. This song went on for hours. It changed, it evolved, it moved. It was the most amazing thing. And Herbie said something really, really amazing. He was like, because even though we didn’t say anything to each other, I like, know these people in this moment. I know, I feel them, like there’s something happening, and so here’s the super geek moment. He said something in it, and it really resonates with me: he’s like, ‘You know, music’s not about the sound, right? The sound is carrying an intention.’" – Stephen Ridley

This week’s guest is a world-renowned British pianist, composer, and visionary in modern piano education. His journey from high-flying investment banker to global musical sensation is as remarkable as his performances. He discovered his passion for the piano at age two and received formal training when he was eleven, but it wasn’t until he left the corporate world that his true artistry flourished. Starting as a London street performer, his raw talent and electrifying performances quickly garnered international attention and propelled him onto some of the world’s most prestigious stages.

His name is Stephen Ridley, and our conversation ranges from how music connects us and transcends language to how it prolongs our lives. Keep listening to learn more about the power of sound!

(0:00:00) – The Power of Sound

As our discussion begins, Stephen shares his memories of a turbulent childhood in northern England, and what he discovered about the power of sound when he found a case full of his dad’s old cassettes. “The most amazing thing of this,” he tells us, “was I saw it change my dad, and he went into this other person, a much more beautiful, calm, serene sort of English version of Elvis. He sort of became a bit Elvis and he was singing to my mom and they were sweet and romantic together and I was like, ‘What is this superpower?” He remembers how that moment, and a neighbor’s gift of a simple toy piano, sparked his love of music, and his ongoing fascination with its impact on listeners. “It’s a magic which I’ve now come to know intimately,” he explains, “and I get to go around the world and share that magic with people and I’ve seen it now just millions of times. It’s so amazing to me.”

(0:07:00) - Inspirational Journey of Music and Passion

Stephen shares more of his early memories of sound, and how growing up in a secluded village with nothing to do proved to be a blessing in disguise for learning about music. “The process I learned piano was not one I would recommend,” he warns us. “It was unnecessarily painful, but I had enough boredom to allow a curiosity to grow and to follow that curiosity, and then I’d discover magic.” He tells us about his unforgettable first day as a piano busker in London, and the joy that his music stirred in the listeners back then, as well as to this day during concerts. “Maybe they’re, like, terrible bosses,” Stephen adds, “but in that moment they show me their best side. That’s the magic for me. I’ve been a musician and I felt all the love of humanity, and it was absolutely amazing.”

(0:15:44) - The Spiritual Power of Music

He tells us about his life as a concert pianist today, and how little has actually changed since his days as a busker. “If I’m in an airport, I see one of those pianos, I’m on it,” he says. “Trust me, I’ll miss a flight. I don’t care. Like, there’s some magic to playing for people when they don’t expect it. It’s really a rush.” Stephen tells us his favorite song – at least, as he adds, for the moment – and why it made such a deep impression on him while teaching it to a class. “’I’m only going to play five notes,’” he recalls explaining to them, “and I played this really stripped-back ‘Hallelujah.’ And by doing that, it lets the voice take center stage a little bit. And man, that was haunting, like goosebumps playing.”

(0:27:31) - Putting Yourself in Music

The first half of our conversation concludes as we focus on the power of music to elevate us, both metaphorically and perhaps literally. “These things that hippies say,” Stephen explains, “where you think they sound weird, I was like, ‘What if they’re not weird?’ What if there are actually these like very high frequencies? We kind of intuitively say that in our language without knowing it: ‘oh, he’s on a higher frequency.’” He relates a memorable encounter with the Man in Black himself, Johnny Cash, and what he learned from Johnny and “Folsom Prison Blues” about stage presence and truly making a song your own. “He’s like, ’the difference between me and everybody else,’” Stephen recalls, “’is when I go on stage, I know I’m Johnny Cash. And when they go on stage, they know they’re not.”

Episode Summary

How Stephen’s childhood memories helped reveal music’s transformative power.
His evolution as a pianist, from solitary passion to street performances to global concerts.
The transcendental power of music, and his favorite song of the moment.
How harmonics, chords, and the mathematics of music elevate us as listeners.

Tune in for next week’s episode as we discuss how musicians in general, and Stephen in particular, are adapting to the new reality of streaming music, the role he foresees AI taking when it comes to music and creativity in general, and the surprising medical impact sound may have on human longevity.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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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 Strategy

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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How Online Technology is Changing Music Collaboration: A Conversation with Rebekah Wilson - Part 2

Wed, 30 Jul 2025 06:00:00 -0400

“I have a regular chat with a friend of mine in New Zealand. He’s a tetraplegic and a musician, so he invents his own music instruments that he can play with his limited motion, and he can send me his instrument over MIDI to where I am across the ocean and we can play together and we can have an engagement. It’s not possible for him to come to see me in Europe. It would be so expensive, and a lot of work. So, you know, thank God there’s the internet for him, you know. He gets to participate, he has remote concerts, he still plays with his friends. It’s really special.” – Rebekah Wilson

This episode is the second half of my conversation with Source Elements CEO and remote collaboration specialist Rebekah Wilson as we discuss how physics and neurology collide when it comes to reducing latency, how the pandemic transformed online music collaboration and gave rise to today’s generation of at-home musicians, and where Rebekah sees sound, technology, and music itself heading in the future, over both the coming decades and even generations from now.

(0:00:01) - Impact of Latency on Music Collaboration

We continue our talk about the science of latency, and Rebekah explains how it impacts music in ways that our brains only dimly perceive. “If you add a little bit of latency onto that,” she says, “music’s like, one, two... three… music’s not very friendly to that [sort of] latency.” She tells us more about how our brains unconsciously adapt to latency, and how technology relies both on improving speed and taking advantage of our ability to filter out information gaps. “What’s happening is that you’re anticipating it based on this model that’s in your brain,” Rebekah explains. “For example, every time you look at a wall or your surroundings, if it’s not moving, your brain’s not processing it.”

(0:06:02) - Advancements in Remote Music Collaboration

She talks about how the COVID-19 pandemic’s lockdown phase led to a boom in online collaboration, some of which continues to thrive today. “There remained a group of people,” she says, “a small group of people, you know, scattered around the world… who were like, ‘You know what? Some interesting things came out of this. Some interesting artistic development is possible here and it’s worth pursuing.” We discuss the technical and creative innovations that emerged from that period, and where they might lead in the years to come as we continue to innovate. “What we love as humans,” Rebekah says, “is to seek new forms of expression. This is what we do, we’re adventurers. So we go out, we go into the desert, we go out into the oceans, and we look for where something new is. And you know, music and performance and being together on the internet is still very new for us as humans.”

(0:12:42) - Expanding Music Collaboration With Technology

Our conversation wraps up as we continue to talk about online collaboration and creative efforts that can now span the world. “Hey, how does that guy play his trumpet?” she says, considering how musicians can start working together long before they meet in person. “What are his favorite riffs on the saxophone? So when they get to be together in that short time, they’re not starting from scratch, they’re already friends.” She considers the future of communication, collaboration, and the latency challenges that we might face in the future, including interplanetary latency, and we discuss how music helps define us as a species. “It’s such a privilege to be a musician,” she concludes, “to be able to harness sound, to make narratives with it and to build new worlds with it, you know, or to use your voice to tell stories with it. What a privileged, beautiful thing it is that we get to do.”

Episode Summary

How latency and our brains’ perception of it can impact online music collaboration.
The rise of “bedroom artists” after COVID-19 and their impact on the future of music.
How sound, music, and communication might evolve as we reach for the stars.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

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Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

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Get my Top Five Tips for Implementing an Intentional Audio Strategy

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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How Music and Technology Connect Us: A Conversation with Rebekah Wilson - Part 1

Wed, 23 Jul 2025 06:00:00 -0400

“So I’m in Chicago, I’ve quit my job, I’ve almost run out of money. You know, you’re young, you don’t care. And I met Robert, who’s now my co-founder. He had mixed a CD of mine a couple of years before through friends of friends. So we meet up, have a beer, and then he’s like, ‘Oh, you know, I’m spending all this money on IT every month,’ because he was a sound engineer. And he’s like, ‘But we’ve got this thing called the internet, right? I thought, ‘I’ve got 1 MB internet in my studio, why can’t I use that? It’s free.’ And I was like, ‘Yeah, let’s do it.’ And because I, you know, had been doing software development and the internet, it just made sense. The two of us really bonded, and I went home to New Zealand and he stayed in Chicago, and we built Source-Connect.” – Rebekah Wilson

This episode’s guest is the co-founder, technical director, and CEO of Source Elements, and has worked for over twenty years with customers and industry partners like Avid and Dolby. Since the release of their pioneering remote audio app Source-Connect in 2005, she’s advocated for the benefits of remote collaboration in all sorts of areas, including sound engineering, voice acting, music performance and production, film and cinema production, and education.

Originally trained as a composer, she’s now a software developer and expert in the fields of music technology and networking, and, as a New Zealand native, she understands very well how important it is to stay connected no matter where we are. Her name is Rebekah Wilson, and you’ll want to hear what she has to say about how Source Connect is making our creative lives easier, what it’s like being a woman in a male-dominated field, and where she sees this technology going in the future.

(0:00:01) - Musical Journey to Tech Innovation

We start off with Rebekah’s early memories of her father playing the guitar, and how it helped spark her love of music. “I must have been four or five,” she tells us, “and I can see the house that we were living in at the time. So, yeah, around their age and um, just those lovely, warm feelings.” She shares her experience growing up in New Zealand and how quickly things changed as the internet began to connect the world. “I went out and told everybody,” she explains, recalling the day she learned about Princess Diana’s passing on a web forum. “I was like, ‘Oh my God, oh my God.’ And they’re like, ‘How do you know? The internet? What, that’s crazy!’ And so it was like one of those first moments of finding out that you can connect to the rest of the world with this medium.”

(0:11:06) - Navigating Gender Dynamics in Tech

Rebekah shares her journey from orchestral composer to tech entrepreneur in the ‘90s, and just how much things have changed for women since those early days. “I went in for the job interview and, uh, they, they show me where the programmers work,” she explains. “It’s a dark room in the middle of the building with no windows... and they have pictures of naked women on the walls.” We talk about her very first trade show, the rise and fall of ‘booth babe’ culture, and how a new generation of women are helping transform the industry. “These, you know, women in their twenties,” she says, “they don’t feel so isolated… this mentorship of older women is what’s become such a huge movement.”

(0:17:16) - Exploring Latency in Communication

The first half of our conversation wraps up as Rebekah talks about the science of latency, and how lucky we are that we live in a world where global communication is even possible. “Maybe the world could have been bigger,” she says, “or the speed of light slower, or our brains be a bit different... If you go back to, firstly, think about the evolution of the human brain and speech, we evolved to speak in small groups with each other.” She explains the limit the speed of light sets on latency and how technology has taken advantage of that limit. “That range of latency in which we’re able to compress audio, put it in a packet, send it to the internet,” she adds, “decompress it, send it out to the headphones. It’s just short enough that we can talk. It’s kind of the perfect, you know, Goldilocks spot.”

Episode Summary

Rebekah’s childhood musical experiences and the intersection of music, math, and science.
Her experiences navigating Australia’s male-dominated tech industry.
How a perfect alignment of physics and neuroflexibility allows global communications.

Tune in for next week’s episode as we talk more about how latency impacts music production and reshape the creative process, her work with the Red Cross in Greece and Sweden, the evolution of online collaboration and remote music sessions, and Rebekah’s thoughts on overcoming the ultimate latency challenge: hosting conversations and collaborations across the solar system.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

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Get my Top Five Tips for Implementing an Intentional Audio Strategy

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Finding Success on YouTube with Sound & Authenticity: A Conversation with Marco Cammarota - Part 2

Wed, 16 Jul 2025 06:00:00 -0400

“Listen, I got unbelievably lucky with YouTube, and I don’t know why. I still really, I mean, I know why in theory, like, people have been like, well, ‘You provide XYZ,’ but I don’t know why I get to do this. Like, I know that I have certain qualities that lend themselves to my strengths, that lend themselves to this medium, but it’s completely and utterly luck. Putting out good videos, having a high-quality camera, a high-quality microphone, having a, you know, finding out what your skill set is that you can use. So, the thing is, I remember five years ago when I wasn’t even, or well, let’s say six years ago, I’d be like, they would be talking about a streamer that had a shtick. And I guess I accidentally fell back into my shtick, which was the opera singer, right?” – Marco Cammarota

This episode is the second half of my conversation with voice actor and YouTube sensation Marco Cammarota as we discuss how the YouTube and Twitch algorithms can make or break a channel’s audience size, Marco’s voiceover work in such games as Metal Slug and Genshin Impact, and how a creative approach to sound, including silence, can have a dramatic impact on listeners.

(0:00:00) - Navigating a Career in Content Creation

My conversation with Marco picks up with his frank advice to people looking to follow his winding career path. “I remember when people would be like, how do you get into voiceover? And I’d always be like ‘Don’t, don’t!’ How do you get into opera? ‘Don’t!’” We discuss how much of a role luck and the YouTube algorithm played in his success, and he does offer some tips to anyone looking to start their own channel. The topic turns to AI in sound, its growing prevalence in social media, and whether it can replace human video game compositions. “There was an instance where I was listening to some YouTube music on a playlist,” he recalls. “And I was like man, this, like this guy goes off. And then I looked, and it was actually AI, and I was like, oh. And so then the question became do I still listen to this or do I not care, or do I, like, turn it off? And I eventually decided to turn it off.”

(0:15:25) - Exploring Video Game Music Community

Marco tells us more about the community he’s built online with MarcoMeatball and his hopes for his fellow gamers and listeners. “The goal is to have it be a hub of video game music where,” he says, “if someone maybe doesn’t know something or likes something or doesn’t like something, they can come and hear a person who is just like them with a little bit of extra experience, or equal experience, or the person could actually have more experience than me and also offer their insight.” We also discuss how the channel led to a newfound appreciation for video game soundtracks as art, even compared to his childhood love of games. “I’ve learned about so many more pieces of music,” he adds, “like I had a deep, fundamental love for music and games, but I didn’t realize how deep the trench would go for me and how many games that I would be exposed to that I would fall in love with as well.”

(0:21:25) - The Importance of Sound in Life

As our conversation comes to a close, Marco notes some of the most innovative uses of sound in video games that he’s heard, including no sound at all during a particularly ominous moment of the Monster Hunter series. “What I find amazing about that,” he recounts, “is that kind of people meme on it, and they kind of joke, but actually the sound of silence is way more terrifying than the actual soundtrack.” We discuss the importance of sound and how he’s learned to keep an open mind about the beauty of sound in unexpected places, and Marco tells listeners how they can get in touch. “The beautiful way that a horn and the strings meld together and become this like beautiful sunrise of music,” he says about sound, “hearing breath, like, you know, hearing the dog bark down the street, the wind rustling in the wheat, and the leaves, like these – these are the soundtracks of our lives.”

Episode Summary

The importance of content consistency and the influence of AI in gaming and voiceover
Marco’s hopes for his online community and what he’s learned from his listeners
The power of sound and silence, and how Marco got the nickname “Marco Meatball”

Connect with the Audio Branding Podcast:

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Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Get my Top Five Tips for Implementing an Intentional Audio Strategy

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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The Healing Power of Video Game Music: A Conversation with Marco Cammarota - Part 1

Wed, 09 Jul 2025 06:00:00 -0400

“In February of ’21 I just randomly started. I just filmed a video, and I was like, ‘Okay, whatever.’ Well, it was February 11th, and then February 15th we were on our way to pick up my dog, my puppy at the time – she was you know, nine weeks old – and I started getting notifications on my phone and I was like, ‘Oh, weird, I must have left some somebody, like, a comment on YouTube or something.’ And all of a sudden, I look and I’m like, ‘Whoa, my video is popping off.’ I was like, ‘What do I do with this?’ And so I just, like, doubled down.” – Marco Cammarota

This week’s guest is a professional opera singer turned voice actor turned YouTuber. He grew up loving video games and video-game music after first discovering them when he was seven years old, and since then he’s lived and breathed all things video games. He has a YouTube channel all about video game music – the beauty of modern composition, how it allows us to connect deeper to the games we love, and how we can better learn to understand ourselves through it and the experiences it provides.

His name is Marco Cammarota – sometimes known as “Marco Meatball” – and I’ve been looking forward to hearing about his musical influences and his love of sound, particularly when it comes to video games, for a while now. I hope you enjoy this conversation as much as I did!

(0:00:00) - From Opera to YouTube

We start things off with Marco’s early memories of sound, particularly the songs his Italian grandmother used to play when he was a child. “Even the sound of the accordion triggers like a deep sense of nostalgia for me,” he recalls. “When it comes to music like that, that soundscape is really, really poignant to me.” He tells us more about how his childhood led him to opera, voice work, and even YouTube. “The desire to communicate and express,” Marco explains, “was the thing that awakened through this, like summer camp, and then I think that that’s what led me down the path of musical theater and eventually opera, and, then voiceover and now this current career.”

(0:16:30) - Video Game Music’s Healing Power

Marco discusses the impact of his father’s passing and the solace he found both in grief counseling and through video game music. “Grief counseling is something everyone should do if possible,” he shares, “just because grief is such a powerful and painful feeling. There are really no words to describe how bad it feels.” He talks about some of the game soundtracks that helped him process those emotions, from Outer Wilds to Disco Elysium, and one particularly timeless classic. “Final Fantasy is really based around classical and prog rock,” he explains, “and sometimes integrating the two in one setting. It’s an incredible thing that most of my childhood was based around Final Fantasy’s sound, and I think, like, largely that’s why I also gravitated towards being sensitive to sound and music.”

(0:24:21) - The Impact of Video Game Music

As we wrap up the first half of our conversation, we talk about what sets video game music apart from traditional film soundtracks, and how he approaches the topic on his YouTube channel. “The question to me, that’s the most important part,” he says, “is what is active listening? Okay, and how do we listen with intention? And, furthermore, how do we decipher what a composer wants us to feel?” He tells us more about the unique role music plays in such an immersive storytelling genre as video games, and how he’s helping bridge gaming and music for fans of both. “My regulars that come to the channel,” Marco says, “I think, really understand what I’m trying to do, and I think really appreciate it and it’s been incredible. I mean, like, people tell me they’ve gone to music school because of me.”

Episode Summary

Marco Cammarota’s journey from professional opera singer to popular YouTuber
The distinctive fusion of genres, melody, and ambiance that sets video game music apart
How video games helped pioneer audio branding, from title tracks to leitmotifs

Tune in for next week’s episode as Marco shares his surprising advice for anyone looking to get into voiceover and content creation, his experience with AI in video game music and where it might lead, and how his listeners have helped him learn to keep an open mind about music.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Connect 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 Strategy

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Unlocking the Secrets of Music Video Production: A Conversation with Andy Gesner - Part 2

Wed, 02 Jul 2025 06:00:00 -0400

“I think people forget that. I think they forget that there’s a person behind the music and that they need to share that with their audience now more than ever, because if people hear your song and they like your song, they’re gonna go down a rabbit hole. And if they can go down that hole and come across you being genuine, being authentic, actually showing vulnerability, they’re gonna fall in love with you. They like the music, and they like you. That is the definition of a superfan.” – Andy Gesner

This is the second half of my interview with owner and president of HIP Video Promo, Andy Gesner, as we talk about balancing AI content with human connection, his advice on setting yourself apart when it comes to social media, and the critical role that superfans play in building an audience.

(0:00:01) - Creating Visual Content for Music Promotion

“For the first four or five years, music videos really were reserved for those who were either well-moneyed or had backing,” Andy says as we start the second half of our conversation. “All of a sudden, there was this platform called YouTube, and of course, we jumped right on it.” He tells us more about that transition between the MTV era and today’s streaming content, and his advice to clients about the limits of AI content creation. “I have always told clients, ‘Yes, no issues with an AI video, but sport, don’t follow up your AI video with another AI video,’” he explains. “The best way to get to the next level and get to those thousand superfans… You have to make a human connection.”

(0:10:46) - Music Promotion Strategies and Philosophy

He tells us about his work helping musicians cross the bridge to social media promotion and engaging with their fans, and how much work it can be for creatives who aren’t naturally outgoing. “They don’t appreciate sometimes that they are public figures,” he tells us, “and that they need to be doing the things their less talented, much more lazy competition are not going to do.” Andy warns us, however, against losing sight of what’s important in the rush for more engagement. “Everybody’s concerned about the follower count,” he says. “And they’re upset that the YouTube view count is low and they want to know how to get the streams up, and they’re concerned about how many subscribers they have... I’m finding they are forgetting about the song. You’ve got to be focused on your song.”

(0:26:37) - Promoting Artistic Encouragement and Support

As our conversation comes to a close, Andy tells us about some of his latest projects, including one particularly unlikely new pop star. “We’re working on an unusual project,” he explains. “Her name is Gwen, and she’s dead. In fact, Gwen isn’t even real. She is the star of a new streaming television program.” He tells us how listeners can get in touch, whether it’s Instagram, YouTube, or even a plain old phone call. “If you love your job,” Andy says, “you never work a day in your life. I don’t play golf. I have no interest in joining a bowling league. I really like helping other people.”

Episode Summary

The evolution of music videos, from Hollywood sound stages to home studios.
Andy’s strategy for maintaining a consistent media presence and his advice on AI content.
The importance of sound and how easily it’s overlooked in today’s video-first world.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Connect 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 Strategy

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

The Power of Sound and Vision in Music: A Conversation with Andy Gesner - Part 1

Wed, 25 Jun 2025 06:00:00 -0400

“I said, ‘Well, uh, my team and I would love to see the video,’ and the woman at Lost Highway said, ‘All right, let me pop a VHS in FedEx, it’ll be there tomorrow morning.’ So, we watched the Johnny Cash Hurt music video and once we’d wiped a tear out of our eyes, I got on the phone. I said, ‘Retta, put us in, coach. We want to play.’ And the rest is history. It was and remains still the most iconic music video of an artist doing a cover to date.” – Andy Gesner

This episode’s guest is the owner and president of HIP, one of the most trusted names in music marketing. He’s been releasing records since 1979, giving him firsthand insight into the complexities of the music industry, and he’s channeled his expertise and passion for music into uplifting fellow artists over the past twenty-four years. He and his team have promoted over 4,800 music videos, championing some of the most renowned artists and best indie talent from all corners of the globe.

His name is Andy Gesner, and if you’re a musician, this is a conversation you don’t want to miss. I know how hard it can be these days to make a living from your art, and it can be even harder if you don’t pay attention to marketing. If you’re creative, you have to wear a lot of hats, and if you’re looking for tips, Andy has some great ones to share in this two-part discussion.

(0:00:00) - From Sound to Promotion

Our conversation starts off with Andy’s very first memory of sound, which just happens to be the Beatles’ historic performance on The Ed Sullivan Show. “Well, my sister starts screaming like a banshee and she starts twirling around like a whirling dervish,” he recalls. “And I look over at my brother, and his jaw hits the floor. And I look at this little black and white TV and there are these four guys with what at the time was considerably long hair.” He tells us about how his career shifted from performance to promotion, and what his work on Johnny Cash’s classic “Hurt” video taught him about taking creative risks. “It was like, ‘We can’t play a Johnny Cash video on MTV, no way,’" he remembers producers saying at the time. “People thought Johnny’s version of Hurt was a bit too out there. But you and I both know, as a marketing person, you present, and the public decides.”

(0:19:46) - The Importance of Music Videos

Our discussion turns to how the digital era has reshaped music promotion and how the music videos of the ‘80s paved the way for today’s influencer culture. “Now more than ever,” he explains, “artists, independent creatives, are public figures, and you can’t just sit on the couch and say, ‘Hey, I’m not going to do any of that public figure stuff, I just want the world to love me for my music.’ Those days are over.” We talk about the bands that, starting around the turn of the 21st century, have had to rely on video and online marketing instead of radio airplay, and he shares a memorable example. “I remember in 2007,” Andy says, “sending out the first Sia music video. Certainly, the folks at the label had high hopes for her, but what better example from Small Acorns, big oak trees can grow.”

Episode Summary

Andy’s early memories of the Beatles, hi-fi systems, and the arrival of music videos.
How music marketing’s evolved from radio and video to websites and streaming content.

Tune in for next week’s episode as Andy and I discuss how music videos have evolved in the era of streaming content creators, his thoughts on successfully incorporating AI content into video marketing, and his advice on attracting and keeping the “superfans” who help your music grow.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Future of Podcasting & Legal Branding: A Conversation with Dennis Meador - Part 2

Wed, 18 Jun 2025 06:00:00 -0400

“But if you think about it, like if all 360,000 of these, like, law firms, not lawyers, law firms had their own brand out there, who’s gonna rise to the top? The ones who are producing content that provides value, and then the ones who are producing content that has some good production value, and are the ones who are producing content that has some good entertainment value. ‘Cause I think that’s the third leg. Because right now, just producing content is enough, but there’s going to come a point where people have to be entertaining as well, where it’s not going to be consumed.” – Dennis Meador

This episode is the second half of my conversation with founder and CEO of The Legal Podcasting Network Dennis Meador, as we discuss Dennis’s start in podcasting, his tips for putting together a helpful and accessible video for clients, and how AI is blurring the video/audio divide.

(0:00:00) - Podcast Marketing and Communication Strategy

The second half of our conversation starts as Dennis shares his approach to winning older clients over to social-media marketing, and the challenge our online-first world can pose. “They’ll say, ‘Yeah, if I can get them in front of me, I’ll convert them 80% of the time,’" he recounts. “The problem is that 80% of the time, they check out your website and never do anything further.” He talks about short-form content and informational videos, and how they can help brands get a foot in the door when it comes to making an impression on clients. “When people search these very specific questions, now,” he explains, “all of a sudden, this attorney, especially with video and YouTube being owned by Google, their videos start to pop up, their podcast starts to pop up, their FAQ page starts to pop up.”

(0:14:19) - Future of Podcasting and Branding

Dennis and I talk about how remote networking and online spaces have changed the way we make a first impression, and his approach to keeping brands engaged with their clients. “We send a lot of videos in my company,” he explains, “I’ll have somebody say to me, like, ‘Oh, this client’s ghosted us, blah, blah, blah, blah. They’re not returning calls.’ I’m like, did you send [a video]? They probably forgot you’re a real person.” He shares his thoughts about Gen Z, and now Gen Alpha, and how their lifelong experience with social media will impact the future of branding. “Fifteen years ago or ten years ago,” he recalls, “the number one thing kids wanted to be when they grew up was doctors and lawyers. Do you know what the number one thing is now for kids junior-high and below? Influencers.”

(0:17:34) - AI and Creativity in Marketing

Our conversation concludes with a firsthand account of how AI is helping Dennis reinvent and expand his approach to podcast development. “I’m hoping that when we produce this [next] podcast,” he says, “we actually produce it as a cartoon, that when we produce this podcast, we actually produce it as a cartoon, and we’re going to basically be able to feed the podcast in.” He shares his thoughts about how AI can boost human creativity, and what being a creative might come to mean as AI handles more of the nuts and bolts. “What does a music producer do?” he asks. “They direct what happens, as opposed to getting into the studio and playing the instruments, and it’s, again, the same thing.”

Episode Summary

Dennis’s approach to creating and marketing podcasts through social media.
How small law firms can use content creation to rise above the billboard-ad crowd.
Dennis’s vision of AI as a tool to amplify human efficiency and imagination.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

How Video Boosts Legal Podcasts: A Conversation with Dennis Meador - Part 1

Wed, 11 Jun 2025 06:00:00 -0400

“I don’t care what I have to do, they are not going to ignore me. So I would get up, I would walk around the room, I would stand on a chair in the middle of the room, I would shout, I would run, I would scream, I would kick things. If I was mad at the Devil, I would kick something. And if I was happy for Jesus, I would run around, woo hoo hoo! And I mean, people would just come out and be like, ‘Wow, I’ve never really seen anybody speak like you.’ And I’m just like, listen, if you’re not listening, I’m not speaking. So, I think Paul said something like, I’ll be a fool for Christ. His context was all of the troubles and trials and tribulations he’d gone through in life. But the context of the statement was, in order to reach people with this message, I’ll do whatever I have to do.” – Dennis Meador

My guest on this episode is the founder and CEO of The Legal Podcast Network, a turnkey podcasting, marketing, and content solution for the legal industry. With nearly thirty years in marketing, over twenty of those focused on white-collar industries, especially the legal sector, he brings extensive expertise in branding, podcasting, and beyond. His name is Dennis Meador, and in this two-part conversation, he’ll be sharing his take on branded podcasts and how they improve client engagement, and where he thinks podcasting for specific industries will head in the future.

(0:00:00) - Early Memories of Sound and Communication

We start things off with Dennis’s early memories of sound, including a gospel music tape he heard when he was just five years old. “It got to the point,” he recalls, “where, within a short amount of time, I had every song memorized off of that tape, both sides, every song front to back.” He shares his experiences with public speaking and what he’s learned about engagement and connecting with an audience. “I’ve spoken to two, three thousand a few times, something like that,” he explains, “and you just feel like you’re almost shouting into an abyss. Versus like that 300 to 500, you can almost feel the energy and see whether or not people are plugged in all across the whole room.”

(0:12:54) - Success in Sales and Podcasting

Dennis tells us about how he got into advertising and his insights into the industry. “You’re helping these businesses,” he tells us. “If you’re not ripping them off and you’re really producing the product, and it’s a good thing, then you’re helping these companies.” We talk about how social media has transformed the marketing landscape and the difference between having a large audience and an engaged audience. “If you have 50,000 downloads or views of a show,” he notes, “but they’re all over the world and no one calls you, it’s not nearly as valuable as having fifty people locally, ten of them calling you, and six hiring you. Fifty could be infinitely more valuable than fifty thousand.”

(0:23:34) - Marketing Strategies Through Video Content

The first half of our conversation closes with a look at the role of video in podcasting and how Dennis leverages it in the podcasts he produces. “Video is probably our most crucial part of this, honestly,” he explains, “because we can make reels, we can make stuff out of it and repurpose it.” He tells us more about that process and how he uses it to expand each client’s network. “We use the marketing from the video,” he says, “and so that just creates a lot of opportunities for us to market our clients into their database of people and into our ever-expanding database of people that are following us.”

Episode Summary

Dennis’s passion for music and his formative experiences as a young pastor.
How he segued into advertising, sales, and podcast marketing for lawyers.
The crucial role video and audio elements play in expanding brand outreach.

Tune in for next week’s episode as Dennis and I discuss the early days of the Legal Podcast Network, his strategies for bringing old-fashioned attorneys into the streaming era, and how both AI and the media savvy of Gen Z and Alpha are reshaping the future of digital marketing.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Crafting Trust with Audio Branding and AI: A Conversation with Reid Holmes - Part 2

Wed, 04 Jun 2025 06:00:00 -0400

“That brings up a whole other point, which is the power of a voice’s quality to bring a brand to life. A lot of clients are, like, just hire voiceover and just have them say the copy. And it’s just, like, there’s a place for Gilbert Gottfried and there’s a place for, you know, John Lithgow. And I’m not saying we would use either of those, but you know, if I’m doing a commercial on a cancer care center, I would never have Gilbert Gottfried come on and say, I’m not, that’s not, you know, that’s like, that’s... It would be memorable, but it would be completely the opposite of what the brand should be. It doesn’t sound earnest. And that’s how the voice you choose for a commercial is critical.” – Reid Holmes

This episode is the second half of my conversation with keynote speaker, author, and mature brand revitalizer Reid Holmes as we talk about the role sound plays in his ad projects, the pros and cons of AI use in audio branding, and the key to building client trust with appreciated 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) - The Power of Audio Branding

We begin the second half of our discussion with Reid’s thoughts on sonic logos, and we look at how effective they’ve been for such companies as Apple and Netflix. “Those things can be incredibly impactful because they say I’m entering a new world here,” he says. “I am now in the care of this other thing, I’ve gone through a doorway, I’ve come into this new world, and that is one of the biggest things audio cues can do.” We talk about synthetic voices, and Reid recalls a podcast’s questionable use of a sonic persona. “You gotta be really careful,” he explains. “These sonic personas people are trying to chase to make another version of themselves, it’s very slippery. It can do so much damage.”

(0:08:19) - The Impact of AI on Branding

Reid shares his own experience with AI assistance, and how its use in editing his book revealed both its strength and limitations. “Not doing it yourself is a disservice, I think,” he explains, “because then you don’t know the intricacies of how things bounce off each other, and how ideas bounce off each other.” We discuss the challenges of networking and collaborating in an increasingly digital world, and how the shift to an online economy has affected many companies’ marketing strategies. “A lot of brands are saying ‘we don’t need any brand advertising, we just need to chase people all over the Internet and get our transactions,” he says. “My personal point of view is that’s short-sighted.”

(0:15:05) - The Future of Branding and Advertising

As our conversation comes to a close, Reid talks more about appreciated branding and its potential for building long-term brand loyalty. “On the customer lifetime value side of that equation,” he explains, “it’s cheaper to sell to someone who already knows you and believes in you and has bought from you than to convince yet another new person.” We talk about his current projects, and how listeners can get in touch with him. “I’m trying to get speaking engagements to talk about appreciated branding or branding in general,” he says, “because a lot of people don’t understand how powerful it is. A lot of people think just a logo is your brand, and a logo is just a logo. It’s not a brand.”

Episode Summary

Why voice quality and sound are critical when it comes to engaging with consumers.
Authenticity in branding, the risks of relying on AI, and the value of personal engagement.
How technology and personalized brand content are reshaping the advertising world.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

How Audio Branding Sells: A Conversation with Reid Holmes - Part 1

Wed, 28 May 2025 06:00:00 -0400

“And one year, Ariel [Detergent] was, like, you know that 95 % of the people in India still think laundry is a woman’s job. And Ariel was just, like, gosh, that doesn’t seem like it’s, this was 2017 or ‘18 at the time, [and] they’re like, that doesn’t seem right. Like, it’s, haven’t we all moved past that? So they created a campaign they called ‘Share the Load.’ And what they did is they went out there and they advocated a hashtag, #sharetheload with, for everybody in the family to help with the laundry. It shouldn’t just be mom’s job anymore. And of course, this kind of air cover for someone who is burdened with this task would just elicit a huge thank you because you’re just helping to make their lives better, and you haven’t done a darn thing. It’s not about the product. It’s positioning. Yeah, it’s, like, ‘here’s what we know you care about, and so we’re going to prove that we care about you because we care about that.’ Sales went up 76%.” – Reid Holmes

This episode’s guest has spent over thirty years leading the creative departments of some of the best ad agencies in America. His idea for H&R Block, “You Got People,” garnered four million new clients, and his work changed the trajectory of brands like Burger King, The Mayo Clinic, KeyBank, and many others. He also has multiple public-speaking awards as he helps audiences gain a deeper understanding of how clarity creates impact. He’s won almost every award in advertising and has been featured in The New York Times, Adweek, Advertising Age, Forbes, and Communication Arts.

But as his kids started graduating, he realized he wanted to leave a legacy. He found an approach that inspires businesses, marketing teams, and those they wish to attract. His #1 best-selling book, Appreciated Branding: Transform Your Brand from Ignored to Irreplaceable, has become a go-to mature-brand playbook. His name is Reid Holmes, and he’ll be sharing his perspective on advertising today, how brands can use sound to stand out and be more memorable, and where he thinks things will go from here. If you’re looking to boost your brand, you won’t want to miss this one!

(0:00:00) - The Power of Audio in Advertising

Our conversation begins with a look back at the early memories that sparked Reid’s love of sound, which include his father’s copy of the famous War of the Worlds broadcast. “You picture these big, huge Martian creatures that are described,” he says, “and they’re coming down through New Jersey and the whole country was freaking out. And it was Orson Welles, who has the pipes for audio.” He tells us more about his family’s history in advertising and about how it led to his own career. “I was like, well, my mom was in advertising and my uncle’s doing really well in it,” Reid explains. “I should give it a shot because it seems like it runs in the family, and maybe I’d be pretty good at it.”

(0:13:02) - The Evolution of Radio Advertising

We discuss his advertising successes, and how raising a family and looking back at his career led to a revelation about where he wants it to go next. “I was like, ‘What have I done to make the world any better for these guys?’ Like, I’ve basically been in the business of trying to sell people stuff for thirty years, what else can I do?” He talks more about appreciated branding and explains how it goes beyond just pitching a brand. “It’s doing things to the immediate benefit of the people you’re trying to attract,” he says, “so that they pay more attention and they appreciate you for the efforts you make. And that’s how you get to that beyond just passive attention to the real kind of active attention.”

(0:16:46) - The Essence of Appreciated Branding

The first half of our conversation comes to a close as we talk about the inspiration behind appreciated branding and its potential for forging stronger client relationships. “And so, I thought, this is kind of the Venn diagram of, you know, what products do,” he says, “what the emotional problems are, things they can help solve.” We look at the differences between traditional marketing and appreciated branding, and strategies overcoming the skepticism that often surrounds advertising campaigns. “That’s how you get someone off the plateau of indifference,” he says. “You give them a reason to care.”

Episode Summary

Reid’s journey from radio and television ad campaigns to appreciated branding.
The challenge of attracting active attention and establishing deeper customer connections.
How emotional and appreciated branding can help build more authentic relationships.

Tune in for next week’s episode as Reid and I discuss the success of sonic logos by such brands as Apple and Netflix, how AI streamlined Reid’s writing process and the limitations he discovered along the way, and his secret to building a deeper, more genuine brand connection.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Building Trust Through Genuine Conversations: A Conversation with John Duffin - Part 2

Wed, 21 May 2025 06:00:00 -0400

“So, when you’re speaking to somebody, hear them before, hear them during, [and] hear them after. And earn the right to have the conversation. It’s like you’re just always hearing them and you’re always double-checking yourself, and that’s when we were just talking about a few minutes ago. If you’re speaking to somebody and you’ve uncovered something, and it’s like, hey, is this still real? Is this still relevant? Do I understand this and or you correctly? Do I have it right? [Then] they feel heard, and then it becomes that collective conversation. Like you were saying, I just want to know what’s going on, and we’re always talking to somebody.” – John Duffin

This episode is the second half of my conversation with executive coach, podcast host, and DuffinMedia voice talent John Duffin as we discuss how leaders can better communicate with their teams, the challenge of balancing legal concerns and genuine empathy in the business world, and the uses John’s found for AI tools like Claude and ChatGPT when it comes to content.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Effective Communication for Leaders

As our conversation continues, we talk more about building trust and sincere relationships with clients and listeners. “If you did nothing more,” John advises, “then talk to people, not at people. Put your bullet points away, put your PowerPoint slides down for a moment, and look at people.” He talks about delivering bad news in an empathetic way and overcoming the common habit of assuming the worst.

“I’m terrible at this,” he notes. “As a human, I don’t mean boss, leader, comedian, as a human, I make up all kinds of scenarios. Very few of them are good unless I’m reading my own affirmations.”

(0:06:45) - Effective Communication in Difficult Conversations

John addresses the obstacles that business concerns can pose to expressing empathy, and how he works with clients to balance legal liabilities and genuine communication. “They are taught from a company perspective, don’t say too much,” he explains. “Don’t say too much. Here’s your talking points. You know, look sad when you say this and don’t say what. If they ask a question, don’t answer it.” He offers an example of a straightforward, if disappointing, conversation early in his career that struck just the right note. “She was like, ‘Hey John, you were great. I wasn’t able to select you for this position, I am going to be going with [someone else]. I think that’s all she said, and it was plenty.”

(0:17:13) - The Art of Authentic Communication

Our discussion comes to a close as he tells us what he’s working on now, including a new online course he’s developed and a wide variety of upcoming speaking roles. “My next speaking engagement, that’ll be several hundred people, and I’ve spoken in front of one, you know,” he says. “Are there technical nuances between the two? Yes, but the heart of it remains the same.” He adds his thoughts on the most important aspect of communication: “I’ve got a whole series of techniques that I’ve created and that I keep working on. And, folks, the easiest way to say it is just to allow yourself to be present.”

Episode Summary

Effective communication strategies for leaders for both good and bad news.
The value of conveying hope and empathy even while maintaining a professional tone.
John’s AI tool recommendations, upcoming projects, and how to get in touch.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Sound of Being Authentic: A Conversation with John Duffin - Part 1

Wed, 14 May 2025 06:00:00 -0400

This week’s guest is the creator and host of the Your Message Received podcast, a groundbreaking platform with more than 125 episodes where he empowers executives, businesses, and individuals through impactful storytelling and strategic communication training. With over twenty-five years of experience in media, spanning broadcast, radio, digital, and streaming, his career has been driven by a passion for culture, content, and inclusion. As a live event announcer, marathoner, and dedicated Philadelphia sports fan, he infuses energy into every endeavor. Family is central to his life, inspired by his 95-year-old mother who began acting at age 74. At DuffinMedia, he champions authenticity, helping clients unlock their communication potential for life-changing results.

His name is John Duffin, and our conversation about having a good conversation turned out to be an essential education. Effective communication is so important, especially these days, so listen in for some tips and ideas to help you communicate more effectively in your own life.

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 and what the newest audio chats will be about. 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.

(0:00:01) - Early Sound Memory and Communication Journey

As our discussion starts, John shares his early memories of how sound moved him, from Jackson Five records to his mother singing while she did housework. “I can just remember the happiness in regards to the way that she sang,” he tells us. “So, yeah, absolutely, and that was, like I said, the first that I can easily recall it made me happy.” He tells us about his sales career in radio, and how questions about his role lead him into voiceover. “’You have a really good voice, are you on the radio?’” he recalls his clients asking. “I would brush that off, for I don’t know decades, just no, no, I’m in sales…. I remember thinking, well, if they were right and if I don’t find out, well then I’ll live to regret that.”

(0:15:00) - The Authentic Art of Communication

John tells us more about his career shift into voiceover and public speaking, and how, at first, he tried to keep his experience in sales separate. “I would only speak about voiceover and voice narration and all that sort of thing,” he says. “And a few years after that I came to the realization, one, that’s dumb. Your history is really important.” We discuss the importance of authenticity and a genuine connection, and how much easier communication is when it’s backed up by both experience and honest interest in your client. “All the training and overthinking and technical expertise,” he adds, “all that stuff, and that’s why I don’t dismiss it. It’s very meaningful. The training enables you to think less.”

Episode Summary

John’s memories of his musical family, and how they led to his first career in radio.
The key to connecting with clients and taking a genuine interest in their needs and goals.

Tune in for next week’s episode as John offers his advice for sharing bad news in a professional way, his AI tool recommendations, and tips on overcoming our tendency to assume the worst.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Learning Leadership Communication: A Conversation with David Tyler - Part 2

Wed, 07 May 2025 06:00:00 -0400

“There’s three groups of people. When there’s a crisis, there are three people you need to talk to, including your employees, your stakeholders, your suppliers, whatever, and the public… You’ve got to get out there and tell your employees it’s okay, you’re going to be safe, and you need to tell the managers beneath you that, hey, you’re going to be okay, here’s what we’re going to do. But if you’re not communicating on a crisis level, that’s horrible. But a company that is always communicating with its employees, its stakeholders, and the public, if it’s always doing that, then it becomes just a kind of a natural thing.” – David Tyler

This episode is the second half of my conversation with media and communication coach David Tyler as we discuss the key to maintaining effective communications during a crisis, how remote work has changed the way we share knowledge, and what makes sound more important than ever.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Communication Strategies for Effective Leadership

The second half of our discussion starts with David’s advice for business leaders looking to build both team rapport and a stronger brand. “A lot of times,” he says, “managers are just pushed up the ladder and given no training about how to be a better communicator. But I think probably the biggest thing that managers need to know is how to communicate vision.” We talk about some of the latest headlines and how they’ve tested each company’s communication strategies, and the technological barriers that he sees when it comes to making a connection. “One of the other things that I teach managers,” he says, “is that listening is 50% of the conversation, and I emphasize that with them. It’s important to listen actively, to put away your phone, [and] to put away any kind of distractions.”

(0:10:03) - Media Interview Preparation and Communication Tips

David shares his thoughts on branding and communicating through the media, and tips for anyone facing a surprise interview. “What do you think they’re going to ask?” he suggests. “And write those questions down and have a list of the questions with the answers, so that you already have an answer.” He offers a playful example of how to keep an interview on track when I ask him about his hair color. “That’s a really good question,” he quips, “but I think what we should talk about is the financial problems we’re having in Ottawa.” As he explains, “You need to have the things you want the public to know ready to go and then find a way to weave those things into the interview.”

(0:13:33) - The Importance of Non-Verbal Communication

As our conversation comes to a close, David and I talk about how much subtext can be carried by sound and all the non-verbal cues that surround it. “Meaning happens between the words,” he explains, “in the same way that a musician can play a song and then a great musician can take that exact same song, that exact same melody, and put so much meaning into it to drive you to tears.” We discuss AI’s role in the future of audio branding, and he shares an observation from Alan Watts on the importance of sound and what it means to him. “It’s not just about the ending,” he says. “Otherwise, you would go to see a band performing a concert and there would just be the big crash at the end and then everybody would applaud… Life is the journey, and that journey is like music, and it’s sound.”

Episode Summary

How effective leaders communicate with employees, and tips for active listening.
Making the most of media interviews and the art of redirecting and messaging.
The value of communication, from tone to body language, and how AI fits into it all.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Does Sound Affect Communication? A Conversation with David Tyler - Part 1

Wed, 30 Apr 2025 06:00:00 -0400

“Communicating is something at surface level: we’re communicating, here’s the words, blah, blah, blah, blah, blah. Okay, go, see it. That’s the message, right? But what you want is meaningful interaction. There’s a quote in my book, and I could read it for you in a minute, but the idea is to shift from transaction to transformation. I could give you all kinds of data, but it’s not going to transform you. It’s not going to inspire you to do something different.” – David Tyler

This episode’s guest is a media and communication coach who’s passionate about helping people connect. He believes communication is the key to breaking down barriers, building relationships, and solving problems, whether at work, home, or in life. His mission is to inspire others to communicate with empathy, understanding, and respect while keeping it practical and actionable. He’s also a sync music composer and a voice talent widely recognized as the network voice of CTV News in Canada and dozens of other brands worldwide.

His name is David Tyler, and what he has to share about communications is particularly important, especially now. If you’re looking for ways to make a deeper connection with the people around you, both in business and your life, this is definitely a conversation you’ll want to tune into.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Journey From Music to Voiceover

We start the conversation off with a look back at David’s early memories of sound, and the surprising comfort he found in the sound of thunder as a child. “As the storm was coming,” he recalls, “the wind started pushing into the house and as it was going, the wind would be gushing out, but I would hear that sound of thunder, and that is the answer to your question. That sound of thunder, you know, to me means safety.” He tells us about his start in music, and what inspired his career in radio. “We were writing songs and stuff and my music teacher at the time,” he says, “had these things on the wall. It says careers that you could do as a musician and one of them was radio DJ. So that’s when I started to think maybe that would be a way to still use my love of music, but make a sort of living.”

(0:14:43) - The Role of Brand Voice

Our discussion turns toward voice branding and “signature” voices, such as David’s work as the voice of CTV News over the past fourteen years. “In the old days, there were guys, [and] fewer women now that I think about it, but there were people who were signature voices, and when you got that signature voice to be the voice of your brand, it was a major coup.” We talk about such iconic signature voices as Mason Adams as the voice of Schmuckers and James Earl Jones as the voice of CNN, and David shares his seven “colors” of the voice. “I think most voice teachers only teach four,” he explains, “but I teach seven and I’ll go through them quick. These are the colors of the voice: pitch, pace, prosody, timbre, and tone, which are often confused together, volume. And the best one is silence.”

(0:24:14) - The Art of Transformative Communication

The first half of our discussion comes wraps up with David’s advice to brands and voice talents about the value of emotional authenticity. “Psychoacoustics is an amazing study of the way that sound affects us emotionally,” he tells us. “We know I mean from a sales perspective. We know that people buy on emotion but justify using logic.” We discuss the interplay of music, voice, and branding in both the sound booth and sales floor, and the power of sincere communication. “Every conversation holds the potential to change perspectives,” David says, “Approach each interaction with this in mind and you’ll find that effective communication isn’t just a skill, it’s a powerful force for positive change.”

Episode Summary

David’s tumultuous early memories of sound and his start as a voiceover artist.
The enduring value of a signature brand voice and how it helps cement a brand’s identity.
How sound impacts our emotions and what sets communication and connection apart.

Tune in for next week’s episode as we discuss some of the recent headlines that have emphasized the importance of communicating in a crisis, David’s media preparation tips, including when to stay focused and when to redirect, and the role AI might play in the future of audio branding.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Effective Leadership Through Sound Connections: A Conversation with Jem Fuller - Part 2

Wed, 23 Apr 2025 06:00:00 -0400

“And to bring it back to sound, I find this is also fascinating, when we put things on vibration. So yes, your thoughts are powerful. And when you think something, but you also speak it or sing it, when you put it on vibration, you bring it into the physical world amplified, and word is powerful. If you ask the Indigenous Australians, the Aboriginals here, they tell you, the wise ones tell you that they sang the world into existence.” – Jem Fuller

This episode is the second half of my conversation with international coach and retreat facilitator Jem Fuller as we discuss why having a big ego isn’t always a bad thing, the surprising links between sound, physics, and the Aboriginal Dreamtime, and how language itself first evolved from music.

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 and what the newest audio chats will be about. 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.

(0:00:00) - The Power of Sound and Ego

The second half of our discussion begins as we talk about Jem’s strategies for handling the stress and overload of social media, including just taking a deep breath. “You know,” he says, “it’s like a release of energy and if you’re starting to feel a bit, you know, elevated or a bit anxious, then a big sigh can be really, really helpful.” He explains why our minds are instinctively drawn to protect the ego, and why a “big ego” isn’t necessarily a bad thing. “A big ego doesn’t just mean that you’ve got a superiority complex where you think you’re better than you are,” he explains. “To be able to... step up and say, ‘Yes, I’ll take the lead,’ there has to be some sense of, you know, ‘I can do this.’”

(0:05:09) - Discovering Authentic Leadership Through Core Values

We talk about ways to get in tune with your ideal leadership role, and ways to figure out just what sort of leader you are at the core. Jem suggests imagining someone delivering your eulogy: “What would you really hope to hear them say when they’re describing your character? And you write those words down Kind, generous, open-minded, loving, patient, caring, hardworking, whatever it was for you Write those words down. The words you’ve written down are your core values.” We discuss the physics and philosophy of sound and the link between ancient beliefs and cutting-edge science. “The mountain only existed when we sang about it,” he says about Aboriginal beliefs. “And quantum physics also has a similar kind of thing with this that certain things only become when we observe them and language them, you know. So words are powerful, and that’s part of the reason affirmations work.”

(0:16:11) - The Power of Connection Through Sound

As our conversation comes to a close, Jem shares his thoughts about the power of sound to connect us to one another on a deeper, more personal level. “You don’t need to intellectualize the sound of a major chord,” he explains. “It just immediately feels like it feels.” We discuss the untapped potential of that sonic connection we all share and look at the latest studies on the age-old mystery of which came first: human speech or human music. “Before language,” Jem tells us, “before words, we had the embouchure characteristics to sing or to hum... and so they believed that we would communicate through singing to each other, without any words, you know, [the way] birds do.”

Episode Summary

Jem’s tips on balancing a fragile and a healthy ego, and on finding your inner leadership style.
A deep dive into sound, science, and the power of actualizing our ideal selves.
How the pandemic highlighted the value of human connection and the power of sound.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Power of Communication and Sound: A Conversation with Jem Fuller- Part 1

Wed, 16 Apr 2025 06:00:00 -0400

“When I’m in there working with leaders, it’s around communication, and how do they communicate initially with themselves? What’s that like? And then with the people around them, because without communication, communication underpins our ability to be successful in anything that we do. When I say successful, I mean to, you know, to get the results we’re hoping to get. And whether that’s in a personal relationship and the result is love and harmony and connection and rapport, or whether that’s in a professional context and the, air quotes, ‘result’ you’re wanting to get is to have a team of people that flourish and thrive together and do great things, our ability to communicate is really underpinning all of that. So, it’s more important than most people give it time or consideration. And I think because communication is so fundamental, it tends to get overlooked a little bit.” – Jem Fuller

This episode’s guest has lived a colorful life, from barefoot backpacker to corporate leader, from fire dancer and traditional tattooist to kindergarten teacher and motorcycle courier, from masseuse and reflexologist to laborer and travel consultant. For more than twelve years, he has run his own executive leadership coaching practice and international retreat company in the Himalayas, Bali, and Australia. He’s a dedicated partner and father who loves surfing and meditation, the author of the award-winning book The Art of Conscious Communication, and a TEDx speaker on YouTube.

His name is Jem Fuller, and our talk will offer tips for better communication, discuss his experiences with sound, and explore how sound can make the world a better place for us all.

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 and what the newest audio chats will be about. 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.

(0:00:00) - The Power of Communication and Sound

Our conversation starts off with a look at Jem’s life in Australia, including his very first memories of his musical family. “As a young person from forever,” he recalls, “you know, from a baby right through, I would quite often be going to sleep to the sounds of a capella harmonies.” We talk about his admission to the National Institute of Dramatic Art and his early work as a television actor. “I thought, ‘Wow, I’ve made it. I was a twenty-year-old thinking I’m going to be famous, I’m going to be a Hollywood star, you know,” he says with a laugh. “Yes, at 53, I’m glad that didn’t happen.”

(0:10:35) - Musical and Energetic Communication

The topic turns to the power of voice, sound, and its role as physical vibrations in the universe, and to the possibilities revealed by a moment of expanded consciousness in Rajasthan, India. “It wasn’t an out-of-body experience per se,” Jem explains. “I still felt in-body, but I felt embodied with everyone in that room, the music, and all the people, and it was quite a spiritual experience.” We discuss the cultural context of sound and just how much of what we think of as melody and music can depend on what we’re used to hearing. “It just seems really fascinating to me,” he adds, “how it can create a communal experience, whether it’s music that we’re familiar with or music we’re not familiar with.”

(0:20:55) - Conscious Communication for Connection

As the first half of our conversation wraps up, we explore the intersection of sound and consciousness, and Jem explains how both our ego and a fear of change can sabotage our success. “I do think that it’s our ego that quite often gets in the way,” he tells us, “because our ego is necessarily defensive. Right, it’s a defense mechanism, it’s there to keep us safe. And so when the ego feels threatened, it gets really, you know, it holds on really tightly to the way it thinks things should be.” We discuss how social media reinforces our biases and defensiveness, and Jem offers his advice when it comes to sensory overload. “Here’s a simple one,” he says. “Pause. Someone says something. You’re about to react. Pause, take a breath, and then notice the different options you’ve got in terms of how you respond.”

Episode Summary

Jem’s childhood in Australia and early work in the television and film industry.
His travels around the world and what he’s learned about the universality of sound.
Consciousness, ego, and how sound can help us overcome our own biases.

Tune in for next week’s episode as Jem shares the importance of just taking a breath and clearing your head, especially in today’s world, an exercise he recommends for defining your ideal leadership role, and sound’s interweaving role in everything from language to quantum physics and beyond.

Connect with the Audio Branding Podcast:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Strategies for Captivating Your Podcast Audience: A Conversation with Arielle Nissenblatt - Part 2

Wed, 09 Apr 2025 06:00:00 -0400

“I am a huge advocate for trailers for podcasts for a number of reasons. I can talk about the marketing aspects of it, but first, let’s do the content. So, I think they should be short. And the reason I say I think, even though I claim to be an authority on this topic, is because there is no right and there is no wrong. You can do whatever the hell you want and that’s the beauty of podcasting. However, I think that they should be between thirty seconds and ninety seconds, something quick to whet the appetite of a potential listener. Bare bones, what they should say is your name, your show, when it’s dropping, why you’re making it, who it’s for. When in doubt, you can spoon-feed your listeners everything they need to know about your show via the trailer. If you have more time, more resources, more money probably, you can get a little bit more creative with it, but at the very least, it should have the above elements.” – Arielle Nissenblatt

This episode is the second half of my conversation with podcasting expert and founder of EarBuds Podcast Collective Arielle Nissenblatt as we talk about making a first impression with podcast trailers, whether video or audio previews make a bigger impression on young listeners, and how, when it comes to driving audience engagement, brutal honesty can sometimes be the best policy.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Podcast Trailer Length and Visual Elements

Arielle and I continue our conversation with a look at podcast trailers, and how effective they can be for grabbing the audience’s attention right from the start. “So you can upload that, make sure your feed looks good, make sure you are findable on all the podcast listening apps,” she explains. “You can start even sending people to your show to subscribe or to hit the follow button, even leave ratings and reviews before your show launches.” We discuss whether YouTube is the new kingmaker for podcasts and the perils of betting too much on a viral video. “You use all the right hashtags, you use all the right captions and you try to hit the algorithm,” she tells us. “You might not hit the algorithm and that’s okay, but it also could be really demoralizing and you just spent a lot of money or a lot of time.”

(0:06:55) - Podcast Promotion and Visual Elements

We compare how well video clips and audiogram snippets perform on YouTube, and Arielle shares tips on making the most of video in an audio-first format like podcasting. “If you don’t record video, or if you want to make a video element of your show without recording video real faces,” she says, “you can still have a video element. You can go to Descript, you can go to Adobe, you can go to a lot of different places.” She shares different strategies for monetizing a podcast, and how to know when a show’s ready to start offering paid subscriptions. “One way to tell,” she explains, “is if you ask your audience for ratings and reviews and you don’t get any, and it’s like pulling teeth to get them to do anything. You’re probably not going to get them to pay you money to continue making your show.”

(0:12:13) - Podcast Engagement Strategies and Branded Content

Our conversation wraps up with a closer look at building podcasting communities on sites like Discord and Fanlist. “Maybe it’s a podcast about finding a job after college,” Arielle explains, “Maybe it’s a podcast specifically for customer experience professionals… And the reason that they came to this Discord is because they all listen to this podcast and it’s vaguely run by the host. But it’s also just a way for the community to come together.” She shares her latest projects and recalls an early podcast sponsored by a mortgage company that showcased the power of audio branding. “It was stories on home, it was stories on natural disasters, stories on anything to do with homes,” she recalls, “and because of that, it sticks in my brain and I will use that product one day, and it’s a long game for them. That is not going to pay off for a long time, but it will eventually. So branded is happening.”

Episode Summary

What makes an effective podcast trailer, from editing style to the perfect length.
The value and limitations of B-roll footage, and the right time to monetize a podcast.
Arielle’s observations on social media marketing, including Bluesky and Twitter.

Connect with the Audio Branding Podcast:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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The Journey from Radio to Podcasting: A Conversation with Arielle Nissenblatt - Part 1

Wed, 02 Apr 2025 06:00:00 -0400

“Yeah, for me personally, I love anything that tells me... I find myself drawn to shows that are like, ‘We’re gonna make something interesting that’s not interesting at all.’ And then they’re like, ‘Let’s talk about broccoli.’ And then they’re like, ‘Let’s talk about cement.’ And then the next episode is, ‘Let’s talk about neon.’ And I just love that. Maybe they do the history of it. Maybe they weave in the person who discovered neon. Can you discover neon? I think you can, because it’s on the periodic table of elements. Might need to be manipulated. Either way. These are the kind of things, these are shows that I find myself going back to time and time again.” – Arielle Nissenblatt

This episode’s guest is a Big Fan of Podcasts™ and the podcast industry. She’s the founder of EarBuds Podcast Collective, a podcast recommendation newsletter, the host of several podcasts about the podcast industry, including a show about podcast recommendations and a show about podcast trailers, and regularly appears on podcasts about podcasts to talk about – you guessed it – podcasts. She’s on the Board of Governors of The Podcast Academy and speaks at conferences around the world on podcast marketing and community building. When it comes to podcasts, she knows her stuff.

Her name is Arielle Nissenblatt, and you’ll want to hear her perspective as a long-time advocate for the podcasting industry – both on what’s happening now, and where we’re heading in the future. If you’ve ever thought about starting a podcast of your own, or you want to find out how to get the most from your current podcast, then keep listening. This is one conversation you don’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 and what the newest audio chats will be about. 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.

(0:00:01) - Exploring the Power of Podcasting

We start things off with Arielle’s early experiences with sound, and particularly the impression that radio made on her compared to streaming platforms like Spotify. “I think the excitement for me about radio is the serendipity,” she explains. “A song that I would skip if it came up on my Spotify, I would not skip. I would be more excited about it, even if it were, like, a mainstream song.” She recalls how she first discovered podcasting in 2014, and how she quickly learned that the key to a compelling podcast is a hook, whether it’s an engaging topic or an engrossing story. “He eulogizes Neanderthals,” she says about a favorite episode of Mo Rocca’s podcast Mobituaries, “When did we learn about them? How did we first discover them? How do they contribute to how we view humans today? So what I like about this is, yes, there’s storytelling involved. He brings us in with a story.”

(0:09:44) - The Impact of Podcasting Evolution

Our discussion turns to the topic of podcasting during the pandemic, and the mark COVID-19 left on the industry. “A lot of great shows came out of that and still exist to this day,” she says, “and a lot of shows came out of that and are done and they’re pandemic-era shows.” We talk about the challenges of building an audience today compared to those early days of podcasting, and how much a good podcast can contribute to your brand even if it isn’t making a lot of money on its own. “I do so many projects that make me little to no money,” she explains, “but there are other reasons for me to be doing them. They feed your soul, and they eventually work as a funnel to the things I do for a living.”

(0:18:19) - Enhancing Podcast Editing With AI

The first half of our conversation concludes with a look at the differences between audio and video editing styles, and how social media has helped normalize the jump cut. “We’re lucky because we live in a day and age where jump cuts are cool on YouTube and on TikTok and things like that,” she tells us. “So whenever people ask me about that, I’m like, ‘Hey, no, actually don’t worry about it, because the kids are liking it.’” She explains how AI has helped transform her workflow and its limitations when it comes to creating content versus sorting through it. “I don’t plan on using it for aiding the creative side of things,” Arielle explains, “but to script out my workflow, to script out, um, how to outline something, that is something that I would like to, that I would like to get more into.”

Episode Summary

Arielle’s journey into podcasting and what helps a podcast stand out from the crowd.
The pandemic’s impact on podcasting, and Arielle’s work with Squadcast and Descript.
What sets generative and traditional AI apart, and the hidden value of show notes.

Tune in for next week’s episode as Arielle shares her tips for creating a perfect podcast trailer without extra video footage, choosing the right time to make the jump to a subscription podcast, and avoiding the pitfalls that can come from having a mismatched podcast and fan community.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Connect 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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Making a Difference with Operation Smile: A Conversation with Mark Climie-Elliott - Part 2

Wed, 26 Mar 2025 06:00:00 -0400

“Sound is probably one of the most prevalent things that we focus on with our children at Operation Smile. And you know, they’re so thankful that they have, they work as hard on their homework for speech therapy as they do in school, right? And, you know, as both of us sort of being maybe teased and bullied in school, maybe we were actually, excited about doing our homework. And maybe we did study a little bit harder, and we did our homework. These kids are amazing pupils when they know that they’re getting this free therapy to help optimize their speaking, and then you go back a year later and then you hear the kids again, and you understand every word that they say. It just puts a smile on your face.” – Mark Climie-Elliott

This episode is the second half of my discussion with CEO and Chief Smile Officer of Operation Smile Canada Foundation Mark Climie-Elliott as we talk about Mark’s work with Laura, a particularly memorable patient who’s gone on to make a positive influence of her own, the time and effort that building language skills can take even after a successful cleft-palate surgery, and more about Operation Smile’s plans to open a hundred new hospitals around the world over the next five years.

This conversation is being released during Podcasthon, so thank you to Jeremie and all the wonderful staff there putting this initiative together. And if you’d like to learn more about Podcasthon, and maybe participate in it next year, be sure to check out podcasthon.org.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Operation Smile Volunteer Opportunities and Impact

The second half of our conversation starts as Mark tells us about how people can reach out to Operation Smile and the need for volunteers on every level. “We are always looking for trained and skilled pediatric specialists,” he says, “in anesthesiology, in plastic surgery, specifically if you have cleft specialty, we’re looking for educators.” We also talk about Laura, an Operation Smile patient who’s continuing to make a positive impact. “There’s Laura,” he recalls, “seventeen years old, telling them that they don’t have to worry, ‘Look at me.’ And so she shared the story of her journey and the parents, all of a sudden, like those tears that were running down their faces became tears of joy.”

(0:08:20) - Stories of Resilient Cleft Lip Patients

Mark and I talk about our own experiences with bullying, and how it impacts the children Operation Smile works with. He tells us more about the organization’s anti-bullying efforts and the hope that working with young people has given him. “When I look at these next generations that are now coming together with better acceptance,” he says, “with better acceptance, with what I call different lenses, you know, and while bullying and teasing still exists and it still needs to be addressed, there are ways in which students can get involved.” We discuss how sound plays a pivotal role in recovery and developing underdeveloped language skills, and the reward of seeing children finding their voices as they recover. “And then you go back a year later,” he says, “and then you hear, hear the kids again and you understand every word that they say. You know it just puts a smile on your face.”

(0:24:10) - Supporting Operation Smile Through Collaboration

Our conversation concludes as Mark tells listeners how they can get in touch. “Anyone can reach out.” he says, “and you can just say, ‘Hey, Mark, heard you on the podcast and I want to learn something.’ I’d be more than happy to get the answers or questions that weren’t asked or answered to them.” He shares more about the progress Operation Smile has made so far as well as their plan to open a hundred new hospitals by the end of the decade. “I want to thank everyone listening,” he adds. “Even if you haven’t made a gift. I want to thank you for listening, to learn a little bit about Operation Smile.”

Episode Summary

The life-changing impact of Operation Smile’s work with patients and their families.
How bullying affects patients and the steps being taken to change things for the better.
Operation Smile’s ongoing work to expand and help children around the world.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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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 Strategy

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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The Impact of Operation Smile’s Global Mission: A Conversation with Mark Climie-Elliott - Part 1

Wed, 19 Mar 2025 06:00:00 -0400

“Anyone who needs surgery around the world will be able to do it and get it and survive from it. And we’re making significant impacts by delivering cleft surgery care and by educating and training more and more people each week. The numbers just increase and we’re about to... launch something very special as this podcast is being aired, where we’re going to really build and strengthen one hundred district hospitals around the world.” – Mark Climie-Elliott

This episode’s guest is the CEO and Chief Smile Officer of Operation Smile Canada Foundation. Operation Smile is one of the world’s largest volunteer-delivered global medical charities, serving children born with cleft conditions in low and middle-income countries. Prior to joining Operation Smile, he spent more than forty years serving in a variety of leadership roles in the non-profit sector, children’s rehabilitation, and international hospital start-ups in the Middle East.

His name is Mark Climie-Elliott, and you’ll want to hear where this discussion will take us. From helping children make sound to his philosophy on the importance of sound and why it matters so much to the kids his Foundation helps, there’s a lot to cover. But I was extremely honored to help get the word out about this very worthy charity, and I hope, after you’ve listened to how passionate Mark is about this cause, that you’ll check them out too.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Sound, Surgery, and Changing Lives

Our conversation begins with Mark’s early memories of sound, an experience that may have been as memorable for his neighbors. “The first time sound really got into me,” he recalls, “was when I found the pots and pans underneath the counter and I found the wooden spoons. Oh and let me say, sound resonated not just from our home but right through the neighborhood.” We discuss how Operation Smile began back in 1982, and just how serious, and even life-threatening, the need for cleft-palate treatment options in the developing world has become. “It was then that both Dr. Magee and Kathy realized that there are so many people around the world,” he explains, “that don’t have the benefit when they get sick and need surgery to actually be able to access it. It’s just not there.”

(0:11:24) - Surgical Program and Patient Criteria

We talk more about what causes a cleft lip and the enormous impact it can have on children’s speech, health, and nutrition. “Cleft lip and palate are some of the world’s highest birth anomalies,” he tells us, “they can happen, we say one in every three minutes. A child is born with either a cleft lip, a cleft palate, or both, or one in every 700 to 1,000 live births.” He shares some of the challenges of treatment through multiple surgeries and therapy that can last for years, and Operation Smile’s plans to open a hundred new hospitals and treat a million new patients by 2030. “In many parts of the world you can get cleft surgeries completed,” he says, “and it could cost as low as $100 in a local clinic. But if you’re a family that’s living off of $10 a week and you don’t have any savings, then that’s impossible.”

(0:23:08) - Nutritional Support for Surgery Success

As the first half of our discussion comes to a close, Mark talks about how AI has helped streamline the diagnostic process, and how the organization works to not only provide surgery but also make sure kids are healthy enough to make a full recovery. “It can cause choking, it can cause eating problems,” he explains, “it takes time for that nutrition and that health to get restored.” He tells us about Operation Smile’s work with Daniela, a young patient who, after weeks of preparation, just recently had surgery to repair her cleft palate. “She was able to get her surgery this past fall,” he says, “and it was really thanks to our nutritional team down in the Dominican Republic that helped her.”

Episode Summary

Operation Smile’s mission to provide accessible surgery for children with cleft conditions.
Mark talks more about the long-term process, including surgery and speech therapy.
The impact of AI on the diagnostic process and their recent success with a young patient.

Tune in for next week’s episode as we talk more about how Mark’s work with Operation Smile began, the impact of bullying on the children he helps and how Operation Smile’s anti-bullying and awareness programs are working to overcome it, and the pivotal role sound plays in their recovery.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Uncanny Audio: Is AI-generated Content Music to Our Ears?

Wed, 12 Mar 2025 06:00:00 -0400

Artificial intelligence has come a long way over just the past few years. It can hold conversations and manage social media, it can create art and edit videos, and it can even write blogs (though not this one). Every aspect of our lives has been touched by AI in one way or another, and that’s particularly true for sound. While many podcasters, including some of my guests, now use AI tools for research and sound editing, it’s also front and center in sound, from cloning voices to writing its own songs. Royalty-free music is already starting to give way to copyright-free AI music, and a variety of powerful audio content generation tools are scheduled for release later this year.

But can computers replace human composers? Will listeners be able to tell the difference? And how did we get from vinyl records to virtual music? It may seem hard to believe, but the very first song written by a computer is older than cassette tapes. The Illiac Suite, or “String Quartet No. 4,” as it’s officially named, was created in 1955, using pioneering techniques still found in AI today.

The ILLIAC I (ill-ee-ack one) was one of the world’s first computers. It was built in 1952 at the University of Illinois, and it filled an entire room. The ILLIAC I weighed five tons and used over two thousand vacuum tubes, some of which had to be replaced each night. A pair of music professors, Lejaren Hiller and Leonard Isaacson, programmed the ILLIAC to compose a string quartet using what’s called “stochastic music,” music that’s written using probability calculations and mathematical sequences – in this case, Markov chains – instead of human inspiration.

One of the researchers who helped build the ILLIAC I was Saburo Muroga, who also built the MUSASINO-1 later that year in Japan. And, as it happens, another breakthrough in computer-generated music would emerge from Japan exactly fifty years after the Illiac Suite’s release.

Synthetic voices were the next step in creating digital music, and in 1961 the IBM 7094 became the first computer to sing a song, “Daisy Bell.” Another computer voice that could sing was called Perfect Paul, and it was one of the voice settings on 1983‘s text-to-speech DECtalk device. This is the speech synthesizer Professor Stephen Hawking used in his later years, and it was based on the voice of MIT researcher Dennis Klatt. The next decade brought us Auto-Tune, which can digitally modulate singing voices in real-time and has become, for better or worse, a staple of pop music.

These developments all came together in 2004 as “Vocaloids,” synthesized voices that can talk and sing with perfect pitch. The most famous of them by far is Crypton Future Media’s Hatsune Miku, a second-generation Vocaloid who debuted in 2007. While there have been four more generations and many more voices since then, Miku is the one who captured the public’s eyes and ears. Arguably the world’s first virtual celebrity, she’s opened for Lady Gaga, put in a holographic appearance at the 2024 Coachella festival, and just wrapped up her latest ‘Miku Expo’ world tour last December.

In some ways, Miku and the Vocaloids that followed marked a turning point in synthetic voices. Older synthesizers like Perfect Paul and Microsoft Sam couldn’t be mistaken for an ordinary person, but Vocaloids come closer than anything before – so close, in fact, that some music critics have said they fall into a sort of audio uncanny valley. They sound almost, but not quite, human.

Now it’s the year 2025, and AI has taken the stage: it’s talking, singing, composing, and even creating whole new kinds of sound. Both OpenAI’s Jukebox and Google’s AI MusicLM can convert text into music, and Nvidia’s upcoming Fugatto software is described as a sonic “Swiss Army knife” for creating sounds that have never existed, like a screaming saxophone or a trumpet that meows. Another new song-generation service by Musical AI and Beatoven.ai that’s set to release later this year promises to share revenue with its three million musical sources even as it composes custom audio tracks for enterprise clients. And, just like before, some critics worry that all this AI-driven music is bound to fall into the uncanny valley, the gap where it’s more disturbing than impressive.

Patten, an experimental musician from London, released a text-to-audio AI album in 2023 called Mirage FM with twenty-one tracks. Is the resulting sound intriguing, eerie, or maybe even a bit of both?

A series of studies in 2019 by audio companies Veritonic, Amper Music, and Tidio discovered that listeners often don’t trust themselves enough to recognize machine-generated music. The study’s participants would, more often not, just guess that the most complicated track in any given list of songs must be the one written by a computer.

A 2023 study by the University of York, however, found that listeners do prefer human-created music to its AI counterpart and deep learning didn’t make much of a difference in their preferences. Old-fashioned computer compositions, the sort the ILLIAC I might have written, scored about the same as the latest models, and none of them did as well as music written by a person. Even when listeners don’t believe they can tell the difference, there’s a genuine emotional element in human music that’s still lacking in AI sound. We might not be consciously aware of it, but we do sense it.

There’s always the worry that AI could replace human artists, that it might become better than us or just crowd us out in the market. But it also has the power to help unlock our imagination and empower creators, whether it’s a young songwriter who can use a Vocaloid on their album or an artist or writer who can use AI to transform their creative visions into melodies. And human music - isn’t going anywhere just yet. As Patten puts it, “Making music that feels like something—people find that quite difficult to do. There’s no formula for a piece of music that people find touching.” Likewise, our human voice is the sum of our lived experiences – and computers just don’t have that. Not yet, at least.

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Exploring Sound’s Emotional Connection to Marketing: A Conversation with Lowry Olafson - Part 2

Wed, 05 Mar 2025 06:00:00 -0400

“It’s interesting that you say that because, you know, you’re back to what we were talking about a second ago with why people don’t have their own song brand or why they don’t do that, because all of my clients are early adopters. It takes courage, right? Even back in the days when I was doing it, I called it the theme shop, where we would come in and do it, write a song for the organization as a team building thing. And I can’t tell you the number of times I talked to a CEO and they’re like, ‘Oh, this is such a great idea.’ And they’d phone me back an hour later and say, ‘Oh, the team won’t do it.’ And it’s like, well, who’s in charge and, and what’s the point? The point is for them to feel discomfort, for them to try something they’ve never tried together and see how that will bring them together and find out, you know, what the common ground is. I mean, that’s the whole point.” – Lowry Olafson

This episode is the second half of my conversation with songwriter, keynote speaker, and founder of SongBrand Lowry Olafson as we discuss what sets sound apart from other forms of advertising, why Lowry isn’t worried about audio AI, and what sonic branding can bring to a business team.

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 and what the newest audio chats will be about. 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.

(0:00:00) - The Impact of Sound in Advertising

The second half of our discussion picks up as we talk about the hurdles in building a strong audio brand, and the power of sound to create an immediate impact. “You know, if the fin came out of the water and there was no soundtrack, that wouldn’t happen,” he says about the movie Jaws. “We haven’t even seen the fin yet and you’re already on the edge of your seat because of the sound.” The topic turns to the uses he’s found for AI in his work, and we discuss some of the most memorable marketing campaigns in recent years and how they rely on sound rather than imagery. “You can create any emotion,” he says about sound, “and you can’t do that with a two-dimensional thing.”

(0:04:51) - The Power of Sound in Marketing

We talk about whether AI can replace human composers, and Lowry explains why he prefers to handle the creative work himself. “There are probably threats,” he jokes, “I should probably be worried. But I’m having way too much fun and you know I’ve got my hands full with doing what I’m doing.” He tells us about some of the difficulties marketing teams can face in trying to build an audio brand, and why he thinks sound matters. “I want it to have a lifespan of twenty years,” he explains about the song brands that he creates for clients. “Or, you know, I want it to be something that they’re going to be so glad, like, ‘This will be the best money I’ve ever spent,’ right? That’s how I see this.”

(0:12:21) - Creating Music and Audio Branding

Our conversation comes to a close as we talk more about his client work and his own musical career, and how each one informs the other. “I write a lot of love songs and heart songs,” he says, “I like writing inspiring songs. There’s a cool video called ‘Born for This.’ We shot the video in Costa Rica in February and I love that song.” He tells us how listeners can get in touch with him, and how his work on his latest album is reconnecting him with some of his oldest musician friends. “People can reach out and I’m happy to do, uh, you know, a free kind of audio branding assessment,” he adds, “if they want to talk about the stuff that they’ve got, or if they have ideas and that kind of thing.”

Episode Summary

Sound’s impact on emotions and storytelling, and the role of AI in music creation.
The limits of AI composition and Lowry’s hands-on process for building a personal brand.
Lowry’s journey as a musician and brand expert, and how listeners can get in touch.

Connect with the Audio Branding Podcast:

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Empowerment Through Music and Branding: A Conversation with Lowry Olafson - Part 1

Wed, 26 Feb 2025 06:00:00 -0400

“Yeah, so I started writing songs for speakers to walk on stage to their own song, and then when they had their sizzle reel, people would hear their song again. And then if they went to a training, you know, they would hear the song again. And so there was this audio consistency that also had the effect of lifting the person, the speaker themselves. They would say to me, you know, ‘When I walk on stage to my own song, it’s like, I don’t show up small. This is who I have to be to walk on stage to like, mind switch, I’m ready to fly.’ Right? And they’re, you know, they are making their brand. People are walking out of there with their song stuck in their head, not a Katy Perry song.” – Lowry Olafson

This episode’s guest is a professional songwriter who has toured the globe, released nine albums, and led over six hundred songwriting sessions with more than 15,000 speakers, entrepreneurs, and businesses. He helps his clients make a bigger dent in the universe by creating their own signature song to build trust, authority, and connection – and to make their message literally unforgettable.

His name is Lowry Olafson, and he’s created something called a SongBrand. We’ll be talking about how businesses and individuals can use a SongBrand, and how his background has led to a unique form of songwriting that allows his clients to communicate their truth 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 and what the newest audio chats will be about. 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.

(0:00:00) - The Power of Sound Branding

Our conversation starts with a look back at Lowry’s earliest memories of sound and what drew him to a career in music. “My earliest memory of making my own music,” he says, “was, as maybe a three-year-old, on the prairies and uh, listening to the meadowlarks and trying to imitate them, whistling, trying to imitate them.” We talk about some of the musicians who most influenced him, such as Joni Mitchell and Gordon Lightfoot, and how he’s helping bring sonic branding down from commercial jingles to a more personal level. “It used to be that the only people that could afford to do this,” he says, “were the big people that, you know, had big advertising, big advertising budgets, and TV and radio and stuff. But the fact is, your average coach is using music in all kinds of ways.”

(0:12:51) - Creating Personalized Power Songs

Lowry discusses his process for creating a personal audio brand for a client, and how he collaborates with them to come up with just the right sound. “We start to nuance it,” he explains, “and change a word here and there and do things like that, until we really feel like we’ve nailed it and they love it, and I love it too.” He shares an example of a client’s audio theme, “Make Medicare Simple,” and talks about his work with industries as far-ranging as retirement coaches and meditation guides. “We have a strategy meeting,” he tells us, “and talk about how we’re going to implement it because I want to make sure these songs get used, and that they’re always finding new ways to use their song.”

(0:17:49) - Inspiring Branding Through Music

As the first half of our conversation concludes, Lowry shares one particularly compelling song brand that helped a client reconnect with his past. “For him, it was particularly meaningful,” he recalls, “because he used to be a baseball player, and he’d kind of lost sight of that part of his life and forgotten about it… And I’m saying like, well, that’s pretty cool, bring your A-game. And so that was what I ended up writing.” We talk about his music and marketing careers, and how each has helped him excel in the other. “When I play a concert,” Lowry explains, “I’m trying to make people feel things. I want to lift them and inspire them and do that. And I think that we can do that even in branding.”

Episode Summary

Lowry’s early experiences with music and how he developed the concept of SongBrand.
Songwriting for personal branding and how it helps clients cultivate their image.
Music’s power to connect individuals and the emotional impact of sonic branding.

Stay tuned for next week’s episode as we continue to talk about Lowry’s thoughts on the AI revolution, we explore the enduring impact of sound over other forms of marketing, and as Lowry discusses some of his most memorable SongBrand projects and his work on an upcoming album.

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The Hidden Influence of Sound in Marketing: A Conversation with Joe Sauer - Part 2

Wed, 19 Feb 2025 06:00:00 -0400

“Don’t just produce a single ad, produce three or four ads that are all related to each other in a campaign, because you get that familiarity, you get that consistency, you get that storytelling narrative that spans a single spot and starts to reach across the entire campaign, and it’s consistent across touchpoints. But then when it comes to the sound, they don’t apply exactly the same rationality. And it’s just because we haven’t had the data that supports it. But now that we do, we can push it into the marketplace and hopefully start to support a very different decision-making process when it comes to sound in branding or sound in advertising.” – Joe Sauer

This episode is the second half of my conversation with audio research pioneer and founder of Emotisphere Insights Joe Sauer as we talk about setting the right audio budget for both moviemaking and advertising, striking the perfect balance between making an exciting impression and building a brand clients recognize and trust, and what sad music reveals about humans and AI.

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 and what the newest audio chats will be about. 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.

(0:00:01) - The Power of Audio Branding

Our discussion continues as we look at the audio budgets of both movies and marketing campaigns, and Joe reveals that advertising comes up surprisingly short in comparison. “If they’re spending less than half of what moviemakers are spending,” he says, “and they’re still generating audio tracks that are influencing behavior, imagine what they could do if they simply ratcheted that up a percent or two.” Joe tells us about some of the famous sonic branding projects he’s worked on, such as adapting AT&T’s famous audio logo to a global market. “Over the course of what felt like decades but was really several months,” he recalls, “we accomplished the task. We were able to reposition that brand effectively through sound, without losing any of the recognizability or the durable memorability.”

(0:12:58) - The Evolution of AI in Research

We discuss AI’s emerging role in research and how often branding becomes a balancing act between making a big splash and feeling like an old friend. “One of the things that we’ve learned through doing this type of research,” Joe explains, “is the extent to which familiarity, particularly with sound, but it extends to all forms of sensory input, familiarity really does lift emotional appeal.” He shares the example of an audio branding campaign for NPR he developed that had to strike the right chord between exciting and familiar, and the neuromarketing studies that made predicting success possible. “That conscious response had turned to positive once people got familiar with it,” he tells us, “but it accomplished the behavioral outcome that we were hoping, which was their demographics started to broaden and they started to get regular listenership from a younger demographic.”

(0:20:02) – Branding in a Changing World

As our conversation comes to a close, we talk about how the pandemic’s demand for a more somber approach to advertising ended up backfiring for many companies, and about one company that managed to stay ahead of the curve. “McDonald’s was out, way out in front of this,” Joe says, “and if you think about their logo, it’s very bouncy – ba dum dum da dum – you know? And a lot of their variations… really leaned into that bouncy, joyful, happy, carefree, insouciant type of feeling.” We discuss some of his latest projects, how AI data is transforming his research process, and what Joe calls the “tragedy paradox,” or AI’s tendency to see melancholy songs as bad just because they’re sad. “We’re looking at all sorts of different ways to implement AI on the research side,” he says, “just as musicians are on the music side, but we still haven’t found any substitute that challenges the fundamental precept upon which the industry is built, which is that you have to be human to have emotions.”

Episode Summary

Sound’s often-underestimated power in storytelling and consumer decision-making.
The challenge of bringing a sonic brand to new audiences while preserving its core identity.
What COVID and the growth of AI have taught us about emotional branding.

Connect with the Guest

Connect with the Audio Branding Podcast:

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Sonic Branding, AI, and the Power of Sound: A Conversation with Joe Sauer - Part 1

Wed, 12 Feb 2025 06:00:00 -0400

“Does that sound like a robot or does that sound like AI? Does that sound synthetic? Does that sound human? When we think about it, we can’t tell. But when we rely more on those primal, very basic human responses, we can tell. And what’s fascinating to me is even after we told people which voice was which, they still couldn’t tell the difference between two voices. Um, but again, on a subconscious basis, they could. And so it’s just a fascinating piece of research that, uh, is definitely time-boxed, right? I think these voice generators will get better in quality.” – Joe Sauer

This episode’s guest is a man who proves you don’t need to be a rock star to master sonic branding. How does a self-described guy with no musical talent become an expert on all things audio? The answer, he says, is data, data, and more data. He’s devoted his career to understanding the impact of emotion on consumer decision-making, and, for the last decade or so, he’s focused specifically on optimizing the impact of sound and music in branding, advertising, and UX design. His award-winning neuro-based research approach has become the gold standard for audio measurement, partnering with top sound studios globally to ensure that brands don’t just sound good but actually resonate with their audiences. His name is Joe Sauer, and in this episode’s discussion, we’ll be entering the world of beats, brands, and brainwaves to understand some of the hard science behind audio 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 and what the newest audio chats will be about. 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.

(0:00:00) - Impact of Music on Emotional Response

Our conversation starts with Joe’s early memories of sound, which include learning all about the power of music as a nervous teen on the dance floor. “That very visceral anxiety and fear of embarrassment and then relief that floods in,” he recalls, “when you find yourself with a partner on the dance floor. It was all triggered by music, not even a full song, just the first couple of bars of music.” We talk about neuromarketing techniques and the role they play in everything from movie trailers to music albums, and how they’ve changed since the early days of brain scans and electrodes. “The techniques that we’ve evolved are much less intimidating,” he explains. “They’re actually very, very sophisticated psychology experiments but they’re gamified. They’re hidden in a word or an image sorting game.”

(0:15:21) - The Impact of Sonic Logos

We talk more about how neuro-based research is offering new insights into audio branding, and what Joe’s studies on the impact of sound have uncovered. “One of the great parts about using techniques like this,” he says, “is that it puts the focus on the consumer’s attitudes and perceptions of the brand as opposed to their attitudes and perceptions of the music itself.” The discussion turns to how our conscious biases can get in the way of polling and survey results, and the role our subconscious impressions play in shaping our impressions. “You really start to understand what impact the audio is having,” he tells us, “not just on the quality of the narrative, the storytelling aspects of the ad itself, but really, more importantly for the people who are paying for the ad, on the likelihood that that brand is actually going to be purchased the next time the respondent or consumer is in market.”

(0:23:37) - AI Voice Generation and Human Connection

The first half of our conversation wraps up with a look at AI and synthetic voices, and what his studies revealed about the impact they have on listeners. “When we started to isolate and quantify the subconscious response,” he explains, “the accuracy shot way up and most respondents were able to accurately identify whether a voice they heard was synthetic or human. On a subconscious basis, there was just something that we’re not even aware is happening.” He tells us more about how participants could recognize artificial voices, even when they thought they couldn’t, through their subconscious impressions and behavior. “What’s fascinating to me is that,” he says, “even after we told people which voice was which, they still couldn’t tell the difference between two voices. But, again, on a subconscious basis, they could, and so it’s just a fascinating piece of research.”

Episode Summary

The evolution and role of neuromarketing, from Adele and Taylor Swift to Hollywood.
How Joe’s research reveals the unconscious influence of sound on our decision-making.
What the latest studies say about our ability to recognize AI-generated voices.

Tune in for next week’s episode as we discuss the growth market of sonic branding, Joe’s work with developing audio brands for such clients as AT&T and NPR, and what the pandemic revealed about sound’s impact on our mood and buying habits, both for better and for worse.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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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/

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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The Future of Sound Design in Electric Vehicles: A Conversation with Johannes Luckemeier - Part 2

Wed, 05 Feb 2025 06:00:00 -0400

“What I did is also in the beginning with my prototypes, I did those science-fiction sounds. I watched all the science-fiction shows and I was like, yeah, let’s get those spaceships in there, I need to do spaceships. And it was fun, I’ll be honest. My wife hated it. When she was in the car with me, she was like, ‘Hey, everybody’s looking, please. No, no, everybody’s looking at us.’ But then when I really started releasing the product to the market, giving the first MVPs or prototypes to testers, to influencers, and had the first customers, paying customers, I got the feedback, like, all these futuristic alien noises, it’s all fun, but could we have some real car sounds?” – Johannes Luckemeier

This episode is the second half of my interview with audio inventor and founder of Glydsphere Johannes Luckemeier as we discuss the process of creating custom vehicle sounds, how audio design helps set high-end vehicles apart, and whether a sound, all by itself, can be copyrighted.

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 and what the newest audio chats will be about. 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.

(0:00:00) - The Power of Audio Branding

As our discussion continues, Johannes tells us just how different each car company’s sonic branding can be, and how much more room electric vehicles have given them to make a distinctive impression. “For a Tesla, you only hear, like, white noise. You can barely, actually, you don’t hear it. If you don’t know about it, you don’t hear it, but it fulfills the law,” he explains. “But if you look at BMW, Mercedes, AMG, Porsche, they have, like, this sporty, sci-fi sound because they had the feeling this is the way to go.” We talk about his process for developing custom engine sounds that are inspired by everything from Star Wars to The Jetsons, and how he’s working to give drivers the tools to modify and even create their own vehicle sound profiles. “The idea, really, is to give the user, the customer, whatever you want to call it, the driver, freedom of choice,” he tells us, “freedom that he or she can have any sound he or she wants. And hey, if you want silence, you just turn it off. If it’s too loud, you turn the volume down. If you don’t like the spaceships, you use a different sound.”

(0:06:00) - The Psychology of Audio Branding

“Look at podcasts,” Johannes continues, “users making their own content, people recording, like we talked about before, people record their own records at home. The technology is there, so why can they not have their own engine sounds? That’s really the idea and what we’re also doing.” We discuss how he hopes Glydsphere will empower drivers to build their own automotive soundscapes and the design philosophy that sets high-end cars apart when it comes to custom audio. “If I have a car,” he notes, “especially a fast car or something which moves fast... I like to have some acoustic feedback, some sound which fits, because, again, it just makes the whole experience more interesting.”

(0:11:09) - Personalized Sound Experience for Car Enthusiasts

As our conversation comes to a close, Johannes tells us more about the Glydsphere’s latest prototype and equity crowdfunding. “Obviously we want to expand this,” he explains. “We want to expand the algorithm, the sound algorithm, all based on customer feedback. At the moment it’s an app which runs on your phone. We want to integrate this into the car, but still plug and play, still no installation or car alterations required.” He tells listeners how to find out more on his website and how to get in touch, and where he sees the future of automotive sound heading over the next few years. “I’ll be honest,” he adds, “I’m not saying this because it’s my company, but if you want to invest money investing into electric cars nowadays or anything related to electric cars, I think it’s a no-brainer.”

Episode Summary

Audio branding’s role in shaping the distinctive soundscapes of electric vehicles.
The process behind custom engine sounds and how copyrights apply to sound effects.
Glydsphere’s latest prototype features and how to get in touch with Johannes.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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How Sound Can Shape Your Driving Experience: A Conversation with Johannes Luckemeier - Part 1

Wed, 29 Jan 2025 06:00:00 -0400

“There are a few perspectives from which you can see this. One would be you pay a premium price for a premium car or premium product in general. So basically, if you just look at the numbers, you pay for people like me at BMW, now doing this. But then also what you mentioned, you’re buying a premium product, you’re expecting a premium experience. And obviously sound, it can be, you can relate this to every field or to every part of the car. You want a premium experience. Means every part, every piece of the experience or of the car, so to say, somebody needs to put some brain into it.” – Johannes Luckemeier

My guest for this episode was born and raised in Germany, where he learned the guitar as a teenager and later took piano lessons. He received his Master’s in Music Technology from Ireland before going into the car industry in Germany as a sound designer, applying and developing sound designs and audio algorithms for premium car manufacturers. During that time he bought a Tesla, and he was unsatisfied with the nonexistent engine sound experience – so he developed a system from scratch to create personalized engine sound for electric vehicles. Now he’s selling the system directly to consumers from his company, based in Texas.

His name is Johannes Luckemeier and I’ve been waiting for the chance to talk with him about the sounds of cars inside and out, something that electric cars are going to have to master. Whether you’re a car or sound enthusiast, I think you’ll really enjoy this conversation. We still have so much to learn about sound’s influence in the places we spend the most time, including our cars.

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 and what the newest audio chats will be about. 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.

(0:00:00) - The Role of Sound in Cars

We start things off with Johannes’ earliest memories of sound, such as listening to Chuck Berry on the radio and dreaming of becoming a rock star. “I started with an acoustic guitar,” he recalls, “picked up an electric guitar later on, and I also had like a keyboard as a kid which, I’ll be honest, I mainly used for prank calls.” We discuss how the recession changed the direction of his studies and career path, and his work in the auto industry as he helped develop a unique sound for each brand. “There was a short time,” Johannes explains, “when you bought a Rolls-Royce – we’re talking half a million with all the extras, fully loaded – and you’d get the same sounds as a BMW. Obviously, that can’t be happening.”

(0:11:31) - The Influence of Sound in Cars

Our conversation focuses on a behind-the-scenes look at how luxury car manufacturers work to create a premium sound experience, and how surprisingly similar Johannes’ work with a high-end toy company turned out to be. “The kind of funny thing about this is the customers,” he says. “They’re even more crazy, more about the details, even more than about the people who bought the BMWs or Rolls Royce.” We discuss how engines, particularly in electric vehicles, have become quieter in recent years, and some of the surprising steps automakers are taking to retain their distinctive sound. “They’re still fast,” he tells us, “they still have the horsepower and the performance and everything, but you lose a lot of sound. So what they do is they play engine sound through the interior speakers.”

(0:16:49) - Electric Car Sound Modification Discussion

The first half of our discussion wraps up with a closer look at how electric vehicles have created an opportunity for a whole new sound platform, and the inspiration behind Johannes’ work on the Glydsphere system. “I started the prototyping on my laptop with some sound prototyping software and then I thought about ‘Hey, we need a speaker,’” he says. “And so I had the idea, ‘Let’s put like a guitar speaker type of speaker into this Tesla, basically into the front.’” We discuss the growing need for such a custom sound delivery system in electric vehicles, especially in countries like Germany that have passed new laws regarding exactly how much noise a car can and should make to be considered safe. “So for an electric vehicle,” Johannes says, “they didn’t have this law for all models, but for new models, they need to make a sound on the outside when they’re under a certain speed.”

Episode Summary

Johannes talks about his work in creating personalized audio experiences for luxury cars.
The role of sonic branding in shaping a vehicle’s distinctive interior sound.
How the shift to electric vehicles is creating a new demand for custom auto sounds.

Stay tuned for next week’s episode as we talk about the variety of sounds electric cars can employ now, from the Millennium Falcon to the Jetsons’ flying cars, the prospect of users creating their own custom engine sounds, and Johannes’ work on his latest Glydsphere sound system prototype.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

How Sound Affects Modern Media: A Conversation with Sherene Strausberg - Part 2

Wed, 22 Jan 2025 06:00:00 -0400

“It’s just the way music is consumed. My kids went to summer camp, and they wanted to, like, bring music with them. But they’re not allowed to have electronic devices, like, they can’t bring a phone. And my son was, like, ‘Oh, I’ll just take my phone.’ And I’m like, ‘No, you don’t understand, like, you’re not going to have internet.’ And they’re like, ‘Well, how do I get the music from, like, Spotify, like, on my phone?’ I’m like, ‘You can’t without internet.’ And just the whole concept, like, you used to carry a record or even a cassette or a CD, and it was physical, and you had it.” – Sherene Strausberg

This episode is the second half of my conversation with Emmy-nominated art director, sound engineer, and founder and creative director of 87th Street Creative Sherene Strausberg as we talk about her work to bring diversity to sound, how streaming audio is creating a generation gap and what that might mean for marketers, and whether the days of going to the movie theater have come and gone.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Creating Audio for Visuals

Our conversation picks up as Sherene shares her approach to combining visual and sonic elements for an effective branding strategy, and her recent work on a particularly compelling, and challenging, animation project. “It was for a nonprofit named Womankind, the opening part of this animated video I did for them was about, you know, these really devastating statistics,” she tells us. “But then it kind of changed tone... and so we needed a real shift, and no track was able to really do that in the timing that we needed. So I ended up using two different tracks and through the power of music editing we were able to very smoothly change that tone.” She tells us more about her work with diverse composers and voices, and partnering with such groups as One Percent for the Planet. “I make animated videos,” she explains, “I can’t clean the carbon out of the air with my business, right? That’s not what I do… but it’s finally getting me to put sort of, like, you know, my money where my mouth is.”

(0:08:24) - Evolution of Audio Technology

We look at how sound technology has moved from big and loud to small and private, and how sound has shifted from a communal to a personal experience. “You know, go back to the ‘80s when suddenly there were Walkmans and you were listening on these tiny headphones,” she says, “but then it became the tiny music file that went into the tiny headphones.” The discussion turns to where such a trend might lead, and she wonders if a theatrical experience like Beetlejuice Beetlejuice could ever be replaced by streaming media. “Sure, yeah, it fills your peripheral vision,” she says about virtual and augmented reality. “It’s bigger in scope but smaller in experience, you’re obviously not experiencing it communally... I feel like I’ll be saying to my kids, ‘In my day we went to movie theaters.’"

(0:17:02) - Power of Sound in Media

We discuss the generation gap that the digital audio age is creating, and why sound matters to Sherene. She shares how she met one of her clients, a video production company that shares her perspective on the importance of sound. “One of the reasons they hired me was, they were, like, ‘we used to, even though we film, we also worked in sound and we could hear the quality of your animated work with the quality of the sound,’” she recalls. “I’ll give them a shout-out: Dam + West.” Sherene tells listeners how they can get in touch, and her thoughts on the importance of sound in making a good impression. “There is this, like I said, emotional thinking,” she explains, “just full body experience that you get when you hear something and it’s good. And it can work in the other direction.”

Episode Summary

Sherene’s approach to building brand synergy and the value of inclusivity.
Audio technology’s evolution from public spectacle to personal playlists.
How streaming content and the digital age are shaping our perception of sound.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Connect 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 Strategy

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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The Journey from Film Scoring to AI and Music: A Conversation with Sherene Strausberg - Part 1

Wed, 15 Jan 2025 06:00:00 -0400

“I can go back to when I was sixteen, and I was at a movie theater and I was watching a really great scene in a movie where the violinist was, like, moving his bows, you know, the camera was like panning around him. And I got to the end of that scene, and, like, he lifts his bow up, and I started clapping in the theater. And I realized that that film had just totally taken me out of the movie theater and put me in, like, a concert hall. And I was like, ooh, I want to do that. I want to basically use sound to bring people to another world, and I pretty much at sixteen decided I wanted to be a film composer.” – Sherene Strausberg

This episode’s guest is an Emmy-nominated art director and a unique creative, combining her experience in film, music, and sound engineering with graphic design and illustration. She creates animated videos for her clients at the company she founded almost ten years ago, 87th Street Creative. She knew at the age of sixteen that she wanted to be a film composer, and, after ten years of pursuing that while also working as a broadcast engineer at National Public Radio, she changed careers, first to graphic design and then to motion design. Motion graphics returned her to her true passion of how sound and moving images together can immerse the viewer and listener. Combining this with her desire to work with clients who believe in sustainability and social justice, 87th Street Creative has worked with nonprofits and businesses that help make the world a better place.

Her name is Sherene Strausberg, and our conversation covers a range of topics, from how sound enhances visuals to the role sound plays in helping her clients promote their brands. Whether you’re an ad creative, have a company that’s looking for an innovative way to reach your clients, or you’re just interested in the power of sound, we could all learn a thing or two from her experiences.

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 and what the newest audio chats will be about. 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.

(0:00:00) - From Film Scoring to Animation

Our discussion starts off with a look back at a pivotal memory in Sherene’s life, the moment when, as a teenager, she realized she wanted to work in sound. “I was watching a really great scene in a movie,” she recalls, “where the violinist was, like, moving his bows. You know, the camera was panning around him. And I got to the end of that scene and like he lifts his bow up and I started clapping in the theater and I realized that that film had just totally taken me out of the movie theater.” She shares her journey from the Indiana School of Music, where she studied music and played piano, to working in Hollywood as a film composer. “What you learn in school,” she says, “is a very small piece of the puzzle, and learning how to manage client relationships, how to find work, how to manage projects and manage the funds and fees and all the financial sides of it, I mean, none of that I got out of school.”

(0:14:22) - The Influence of Animated Logos

We talk about her work on the award-winning documentary Small Voices, and how deeply the experience affected her. “It was about an orphanage in Cambodia,” she recalls, “and it particularly followed five or six kids and their journey.” She tells us about her work with clients on combining audio and animated brand logos, and how AI is changing the face of marketing and SEO, especially as Google searches give way to ChatGPT. “I am guilty of this,” Sherene adds. “I have gone to chat GPT and asked it a question that I would have normally asked Google and it’s been interesting the results that I’ve gotten. Sometimes they’re really way more helpful in ChatGPT.”

(0:20:17) - Artistic Inspiration and AI Filtering

As we wrap up the first half of our conversation, Sherene and I discuss the true value of a sonic logo, both tangible and otherwise. “You know, how do we monetize that ROI?” she asks. “It’s very hard. I mean, look at the ba-dum of Netflix. Can you monetize that sound and say, oh well, the KPI, you know, on that is X, Y, and Z?” We talk about her work with other artists and creatives, and the role that Pinterest still plays, even in the age of AI, when it comes to forging connections and finding the right person. “If there’s like, an artist who they’re inspired by,” she explains, “a whole bunch of people that they follow, I want to follow that person, whereas the filter is way wider on ChatGPT.”

Episode Summary

Sherene’s journey to becoming a film composer and the realities of working in Hollywood.
Sonic branding’s impact on animated logos and AI’s role in reshaping the market.
The value of sonic branding and how ChatGPT has made networking simpler than ever.

Tune in for part two of our discussion as we talk about Sherene’s strategy for combining visuals and audio into a powerful marketing tool, how modern technology has turned sound from a communal into a solitary experience, and what Beetlejuice Beetlejuice tells us about the power of sound.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Psychology of Sound in Marketing: A Conversation with Howard Lim - Part 2

Wed, 08 Jan 2025 06:00:00 -0400

“So what we found out about the Flying Dutchman, for example, they’ve been in business for forty years and they simply didn’t know how to grow. But one thing I’d found out when I went to the original Flying Dutchman store is that people like to gather there, but they didn’t have anywhere inside the store to gather and sit down. Everyone sat down on the sidewalk and hung out outside. So that’s what gave us the idea, why don’t we have it we could build the community inside and everyone did feel like family, and it was a place that everyone could actually say hi to one another, right? So, it was taking what was existing but magnifying it as an actual location for people to gather. – Howard Lim

This episode is the second half of my conversation with innovator, author, and award-winning brand architect Howard Lim as we discuss the challenges of audio-based SEO, how insurance companies have paved the way for audio branding, and figuring out your brand’s favorite music.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Exploring Audio Branding and SEO Trends

The second half of our conversation starts with a closer look at Howard’s book Authentic Branding and how web design has evolved since the days of Adobe Flash. “It made a big difference as far as the overall experience,” he says about those early, more audio-focused sites. “Now websites, they’re so flat as far as introducing it to your senses, because now you’re just using your visual sense.” We talk about the ongoing challenge of tying SEO and audio together, and we discuss Howard’s approach to helping companies find the right sound for their brand. “One of the questions I ask,” he explains, “when I’m in a strategy session is what if the brand listened to music? What music would listen to and why?”

(0:09:55) - The Power of Sound in Branding

Howard tells us more about his work with such companies as WSS and Flying Dutchman and shares some of the success stories in building their brands. “It expanded them,” he recalls his work with Flying Dutchman. “I think it was three years to five franchises, where [before] they couldn’t grow for forty years. So it was really capturing a brand essence.” He shares his approach to building a sense of place as well as product when it comes to branding, and how sound helps shape our environment. “When they turn on that background music,” he says, “it just shifts the energy, it shifts the environment that you feel like you’re experiencing [into] something that has a lot more richness to it.”

(0:20:17) - Creating Stronger Brands with Sound

Our discussion comes to a close as we talk about how listeners can get in touch with Howard, and an online brand assessment that he’s offering, included in the links below. He also tells us more about what first inspired him to write about branding. “The reason why I was writing a book,” he explains, “is because nobody wanted to explain how to create a brand. They would write about it, but they wouldn’t give you examples of how to create a brand. And so that’s when I said, oh my goodness, this is a perfect opportunity for any size company to learn what it really takes to build a brand.”

Episode Summary

Sound’s role in branding, from early Flash designs to contemporary web strategies.
How the right sonic brand can help foster communities as well as build customer loyalty.
Howard’s guide to building an effective brand and how to get in touch with him.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Influencing Branding Through Sound: A Conversation with Howard Lim - Part 1

Wed, 01 Jan 2025 06:00:00 -0400

“For example, like, even commercials, there’s that one commercial for the Indian casinos. And my wife loves the song, and she knows it’s actually a singer that’s produced it. And she always thinks about that casino, you know, she doesn’t gamble, but every time she hears that song, it goes back to that feeling like, oh yeah, it’s about the good time. It’s about, you know, gambling, right? So now we’re moving to association. So, the sound has a lot of association to, um, that, to that ‘expectation’ or the actual experience itself.” – Howard Lim

This episode’s guest is an award-winning business and brand architect who designs businesses from the inside out. He’s a disruptive innovator who shifts paradigms, and his boutique, full-service firm, How Creative, partners with business owners worldwide to develop and execute world-class, leading businesses and authentic brands. He’s been a highly sought-after speaker, author, and organization advisor for over thirty-five years, and he’s represented everyone from emerging entrepreneurs to established Fortune 100 companies, including Apple, Disney, Paramount, Xerox, Oracle, Cirque du Soleil, Mattel, AT&T, and HP. His contributions have added billions to clients’ profits while increasing both brand value and company equity.

His name is Howard Lim, and in this discussion, we’ll be getting his perspective on how the large companies he’s worked with are using sound for better brand recognition and to make deeper connections with their potential clients. We’ll also find out where he thinks companies could take this into the future. Things are changing fast these days, so keep listening so you can learn what you can do to keep ahead of the game.

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 and what the newest audio chats will be about. 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.

(0:00:01) - Influencing Branding Through Sonic Sound

The first half of our conversation starts as Howard shares what a childhood crush and a memorable Bob Dylan song taught him about the power of sound. “Every time I heard that song it put me back in that space and that time and that exact location,” he says. “So music has definitely influenced my experiences and my memories.” Our discussion turns to his recent work with retailers in creating the right soundscape, and he tells us more about the subtle, almost subliminal, impressions that sound can make on shoppers. “A lot of people confuse marketing, for example, with branding, and marketing is much more tactical,” Howard explains. “It happens on a subconscious level. They might not think that they’re ready for it, but believe me, it’s happening to them. They’re just unaware of it.”

(0:15:24) - Challenges With Dialogue in Surround Sound

We talk about the recent trend toward over-mixing audio in cinema, and Howard points out the trouble with relying too much on Foley effects and post-production. “They didn’t figure to, like, edit a certain part of the dialogue,” he notes, “so some of it gets static and it’s like, why is it staticky? Obviously, someone didn’t work on that part of the dialogue, that segment of the dialogue, and you can really hear the difference.” He does share one experience with sound that’s stood the test of time. “I’ve never heard a concert sound so good,” Howard recalls a recent Rolling Stones concert, “because Mick Jagger’s voice was crystal clear, like, it wasn’t overrun by the tone of the instruments. But the volume was there when it came to the music, and it was, like, it was so well done. It blew me away.”

(0:18:51) - Sound Mixing Complexity in Cinemas

As the first part of our discussion comes to a close, the topic turns to how modern sound systems and advances in audio can actually get in the way of making a good sonic impression. “It gets more complicated, more integrated,” he says, “as far as separating things out, the sound versus the dialogue, as the stereo systems get more complex with the amount of speakers you could attach.”

Episode Summary

The profound impact of music and sound on branding, marketing, and consumer behavior.
How modern sound mixing is working to catch up with the latest technology.
The challenge of getting the right mix in different settings, from concerts to IMAX.

Tune in for part two of our conversation as we talk about building a brand personality with the right audio design, how insurance companies helped blazed a trail with such figures as Flo and the Gecko, and the work that goes into choosing the right sounds, inside and out, in electric vehicles.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

Mentioned in this episode:

Happy New Year!

And thank you so much for your support. I hope the new year brings you everything wonderful.

This podcast uses the following third-party services for analysis:

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Podcasting, Podfest, and Public Speaking: A Conversation with Chris Krimitsos - Part 2

Wed, 25 Dec 2024 06:00:00 -0400

“It’s one of the rare things. I know, Jodi, you know it ‘cause you’re, you’re literally like an ambassador of Podfest, but, um, it’s unusual when you share it with people like, ‘hey, the education could be some of the best you’ve ever seen.’ And they’re like, ‘Oh, okay. I hear that all the time.’ It’s like, no, no, no. People prepare all year to showcase what they’ve got at Podfest. So, it is an embarrassment of riches, which I’m really blessed that, I would say, 90%, you know, you can’t hit a hundred all the time, but I would say nine out of ten are just stellar. And then there are people we give a shot to, and then we give them feedback after. But overall, our batting average is pretty high as far as the quality of the content you’re going to get at Podfest.” – Chris Krimitsos

This episode is the second half of my conversation with producer, speaker, and Podfest founder Chris Krimitsos as we talk about Podfest’s transformation from a local community event into a worldwide convention and virtual conference, how to balance video content and audio-first audiences when it comes to podcasting, and the impact digital audio’s made on his life and his family.

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 and what the newest audio chats will be about. 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.

(0:00:01) - Podfest and Public Speaking Experiences

The second half of our conversation starts as Chris recalls how the pandemic helped Podfest set a world record for virtual attendance and grow into a global phenomenon. “It’s really incredible,” he says, “to see that people will show up when Podfest is there in different countries now, and that’s because of the COVID experience, because of the virtuals that we did.” He tells us about the variety of guests and shows in attendance, and how much they have to offer. “People prepare all year to showcase what they’ve got at Podfest,” he adds. “So it’s an embarrassment of riches, which I’m really blessed that, I would say 90% - you can’t hit 100 all the time - but I would say 9 out of 10 are just stellar.”

(0:05:50) - Effective Podcasting Tips and Strategies

Chris offers his tips for a good public presentation and some advice on putting even the most unscripted podcast moments to good use. “The person went on a thirty-minute rant, and you didn’t even ask the question,” he says, “let’s say the interview is done, the person leaves right, go back and rerecord a question to a ten-minute segment of that rant. So now you have a video short that you can promote.” We talk about ways to help podcast guests look and sound their best, and the balance between creating good video and compelling audio. “Even the people that are video podcasts,” Chris notes, “they have to be very conscious when they’re talking because it’s very easy to go into a visual. And then the audio people, when you strip the audio, they’ll have no idea what you’re talking about.”

(0:15:24) - The Power of Audio Books

Our discussion comes to a close as Chris shares the importance of sound as well as some of his upcoming projects, including this year’s Podfest. “There is something that sound brings to the table that you can’t get in the other mediums,” he says. “They’re all very impactful mediums, but sound allows you to participate with your own imagination, and I think that’s a very special thing.” We talk about some of the latest audiobooks he’s enjoyed, and Chris tells us how streaming audio is helping shape his children’s lives as well as his own. “They always say ‘put on the meditation,’” Chris recounts, “’Daddy, mommy always puts a meditation on.’ And so I’ll put a meditation on, and they fall asleep every night to a meditation. That’s as intimate as you could get with audio.”

Episode Summary

Podfest’s global journey and educational value, and its Guinness World Record.
Creating engaging video podcasts and tailoring discussions for social media.
How to get in touch with Chris, and what he believes sets audio content apart.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

Mentioned in this episode:

Merry Christmas & Happy Hannukkah Message

Just wishing you every happiness during this holiday season!

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

The Evolution of Audio Media: A Conversation with Chris Krimitsos - Part 1

Wed, 18 Dec 2024 06:00:00 -0400

“So I got involved in YouTube first, uh, in ‘06, and then audio, I got involved in 2012. I started, like, paying attention in 2013, um, the summer of 2013. I really got heavily in podcasting ‘cause I saw the opportunity and what it could do for people. And like you said, I love voice. It’s a much more nuanced form of communication, but it’s so profound ‘cause, right now, um, even today, even though I think people should have a video component of some sort, when you look at people’s stats, the people that listen to audio are much more engaged in that show than the people that watch the video.” – Chris Krimitsos

This episode’s guest has been successfully growing Podfest Multimedia Expo from what started as a meetup at a local café in 2013 to an international conference with more than three thousand registrants. Content creators have benefited from his knack for community building as they build relationships, their podcasts, and YouTube channels through the platforms he’s provided. These experiences, whether in-person or virtual, are built on his experience as the creator of over two thousand live events in his professional career. As a trendsetter, he quickly identified podcasting’s popularity and responded with a 2017 documentary about the evolving medium called The Messengers: A Podcast Documentary. The film has been placed on YouTube for global distribution after having initially been released on Amazon, where he also had his book, Start Ugly: A Timeless Tale About Innovation & Change, hit #1 in the categories of Business Leadership and HR.

His name is Chris Krimitsos, and in this conversation, we find out more about how he decided podcasting would be such a big thing, what it takes to put together a conference of Podfest’s size, and where he thinks this medium will take us into the future. We’re all about sound here – and podcasting is definitely a part of that. So keep listening to learn more from this encouraging, community-minded, giant in 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 and what the newest audio chats will be about. 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.

(0:00:01) - Evolution of Audio Media Platforms

As our conversation starts off, Chris shares his early memories of sound, particularly hearing the nightly train in Long Island as a child. He recalls growing up in the early days of podcasting and talks about how YouTube, Bluetooth, and even the automobile industry all helped shape the course of podcast history. “That eight-year lag between [having] the Bluetooth device in the car and the Bluetooth on your phone to match up,” he explains, “it gave YouTube and on-demand video about an eight-year head start.” We discuss whether podcasting might eventually replace radio altogether, and its advantages over the increasingly commercialized streaming video landscape. “You might have some ads in the front,” he says about podcasts, “but you listen to a person’s voice and you’re not necessarily scrolling for the next audio show. You’re committed to that show for that half hour.”

(0:11:24) - Podcast Platform Dominance Conversation

Our discussion turns to which platforms are dominating the market these days and where podcasters should start when it comes to building a global audience. “If you leave the country or North America,” he says, “everybody’s on Android platforms, so Spotify is dominant. Like in the Philippines, 96% of people consume Spotify or YouTube.” We talk about Google’s efforts to establish its own video and audio ecosystem, and why, fifteen years later, YouTube is still on top. “They’ve siphoned all their equity into YouTube,” Chris notes. “They’ve tried adding different platforms. It just doesn’t work.”

(0:15:44) - Growth and Impact of Podfest

As we wrap up the first half of our conversation, Chris talks about the very first Podfest in 2015 and how much it’s grown since then. “We did so many workshops helping people get started,” he recalls, “and they started calling me for more help, and, at the time, all these tools that we have today were not in existence. So I said let’s all get it right together once a year and compare notes.” He shares some of Podfest’s most memorable moments since those early days, and how the pandemic helped it come into its own. “I just said to myself ‘I’m going to allow it to grow as big as it wants to grow,’” Chris recalls. “And since then, now, you know, we get thousands of people every year at Podfest.”

Episode Summary

Chris recounts the shift from YouTube emails to podcasting in today’s digital landscape.
The value of having your own RSS feed, and which platforms are growing the fastest.
Podfest’s journey from a community event to a globally recognized convention.

Tune in for part two of our conversation as Chris tells us more about Podfest’s literally record-breaking virtual conferences during the pandemic, his tips for using social media to make the most of your podcast interviews, and the weirdest question he’s been asked in an interview.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Crafting a Memorable Sound Identity: A Conversation with Jon Brennan - Part 2

Wed, 11 Dec 2024 06:00:00 -0400

“All right, so this happens a lot is that brands will be, especially in agencies, they’ll be coming up on a new campaign and they’ll think, ‘Oh well, you know what, this campaign is going to launch at such date, I’ll throw some audio branding on there.’ And then, from the get-go, then they’re thinking about the audio brand as part of the campaign’s messaging, and that is not what you want to do. So number five is think of your audio branding as part of your brand’s equity and part of your brand’s identity, and do not plan your audio branding around your campaign message. Because then, as soon as that campaign message is gone and thrown out, there goes the audio logo.” – Jon Brennan

This is the second half of my conversation with audio branding expert and founder of Sonic Signatures Jon Brennan as we discuss Jon’s tips for building a successful brand strategy, what Home Depot gets right when it comes to brand consistency, and the future of AI music in audio 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 and what the newest audio chats will be about. 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.

(0:00:00) - Implementing Effective Audio Branding Strategies

The second half of our discussion begins as Jon talks about the ubiquity of UX sound design and the opportunities it presents for establishing a sonic brand. “You know the sound of your ATM,” he says. “You know you’re using your audio logo. Any place that you have a brand interaction is where you want to use that melody, that sound so that it is more of an ecosystem.” He continues his list of tips for building a successful audio brand, including the importance of marketing versatility. “So number five,” he explains, “is think of your audio branding as part of your brand’s equity and part of your brand’s identity and do not plan your audio branding around your campaign message, because then, as soon as that campaign message is gone and thrown out, there goes the audio logo.”

(0:11:11) - Evolving Audio Branding Strategies

Our conversation turns to the value of a dynamic campaign that keeps up with changing demands. “What you want to do,” Jon says, “is continue to develop and adapt your audio identity through more touch points, more use cases, using it in your new, current campaigns, not just letting it sit there on the shelf from what you created five years ago.” We talk about the growth of AI in everything from editing to composition, and how it fits into a sonic branding strategy. “There’s so much stock music out there now, AI music,” he says, “but still really working with a composer to bring out the specific messaging, and also the action onscreen, makes your advertising so much more interactive to watch.”

(0:14:53) - Advancements in Custom Audio Branding

As our discussion comes to a close, Jon shares an awkward advertising moment that came from relying on stock elements. “I was with a customer this morning,” he relates, “and we were watching a video, and I recognized the stock image that they’re using for a major car company. It was the same stock person that was in a detergent brand.” He tells us how listeners can get in touch with him, and we talk about some of the situations where AI can make a positive difference in branding strategies. “It opens up a whole world of possibilities that were not there before,” Jon says. “So there definitely are great use cases but you still have to bring the quality, because audio is where quality is heard.”

Episode Summary

How a consistent and collaborative audio branding strategy enhances brand identity.
The value of dynamic marketing and how AI content fits into building a sonic logo
How smart devices, AI music, and even Roblox fit into the future of audio branding.

Jon's 10 Best Practices for Effective Audio Branding: https://www.sonicsignatures.io/post/10-best-practices-for-audio-branding

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Create an Effective Sonic Branding Strategy: A Conversation with Jon Brennan - Part 1

Wed, 04 Dec 2024 06:00:00 -0400

“That’s right, yeah, and to me, that’s one of the most important steps in the whole process is this research, brand assessment. And then you bring that research and assessment to life in the mood board, and that is what allows you to create something that is so customized to this brand, that it only works for this brand.” – Jon Brennan

This week’s guest is a lifelong audio producer who loves to help brands communicate effectively through sound. He regularly produces voiceover and sound design for brands like Tide, Downy, Cascade, Henkel, Dell computers, and more, and he’s led the creation of such audio branding identities as Amazon Alexa, Hostess, Boomchickapop, and Fireball Cinnamon Whiskey.

His name is Jon Brennan, and since our last conversation, episodes 126 and 127, he joined Sixième Son, a world leader in audio branding, as a senior account executive, where he managed the creation of audio identities for Fortune 500 companies and brands. After two years, Jon returned to lead his own audio branding agency Sonic Signatures in 2024. He enjoys using his love of music and audio to entertain and inspire others, and we’ll be talking a lot about how companies can and should work audio branding into their marketing plans. While Jon has worked with some very large companies in this capacity, the Fortune 500 aren’t the only ones who benefit from this kind of strategy.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Journey in Sonic Branding Industry

As our episode starts off, Jon tells us about a recent experience with sound, and how it sparked bittersweet memories of his late uncle. “I distinctly heard my uncle’s voice,” he recalls, “and his characteristic laughter coming from the other room, and it’s just like I just thought my uncle Tom was there for a minute and it actually moved me to the point that I just got totally choked up.” He describes his work with Sixième Son and such clients as Boomchickapop and Hostess, and the reason for his return to Sonic Signatures earlier this year. “Going back to my own agency,” he explains, “I’m able to be the creative director, I’m able to write concepts as well as tap other very talented composers to write concepts as well, and I’m just very fulfilled when I’m able to have that creative energy.”

(0:16:56) - Effective Sonic Branding for Regional Companies

We take a closer look at some of Jon’s recent ad campaigns, and he tells us about a particularly memorable sonic branding project for Fireball Whiskey. “You’ve got the dragon who sounds like a demon,” he says, “but then you’ve got this angel choir that is hanging out high above him in the audio spectrum... and so together it makes this disruptive sound that is also very memorable.” Jon talks about how remote studios and audio workstations have changed the recording landscape over just the past two years, and his advice to smaller companies looking to build an audio brand. “If you are active in creating videos,” he explains, “whether those are streaming, broadcast or digital YouTube, you’re creating content that is audiovisual. You’re only going to make it that much more effective when you’re using custom music, custom sounds that pertain to your brand identity.”

(0:22:30) - Brand Identity and Sonic Innovation

As we wrap up the first half of our discussion, Jon tells us the first of his ten essential tips for a compelling audio campaign. “These are the top ten things that are, you know, essential to creating an effective audio brand,” he begins. “So number one, you want to know what your primary business needs are that audio branding can solve.” He shares his step-by-step process for building the right audio logo and how a sonic brand helps clients and their customers see the brand in a new light. “Not only is it memorable attention,” he explains, “but when we go through this audio branding process, we’re going to reveal things about the brand, how you want the brand to feel to your consumer.”

Episode Summary

Jon talks about his work with Sixième Son on such brands as Boomchickapop and Hostess.
How remote work has boosted audio branding’s reach and made it more accessible.
Jon shares the first of his ten audio tips for building a stronger audio branding strategy.

Tune in for part two of our conversation as Jon continues his ten tips for building a successful audio campaign, including the value of brand integration and building a holistic approach to sonic branding, as well as how Roblox, AI music, and UX design all might fit into the future of sound.

Jon's 10 Best Practices for Effective Audio Branding: https://www.sonicsignatures.io/post/10-best-practices-for-audio-branding

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Elevating Brands Through Podcasting: A Conversation with Traci DeForge - Part 2

Wed, 27 Nov 2024 06:00:00 -0400

“It’s got to look good, sound good, look good if it is video, but it’s got to sound good, good quality audio, good editing, and it’s got to have enough interesting information that people want to talk about what they heard or they have a pivotal moment or an a-ha or it changes their life. So, and that again is why I am so incredibly passionate about podcasting and just, in general, because, I don’t know if I’ve ever shared this with you, but listening to a podcast literally did change my life with a medical condition that I had.” – Traci DeForge

This episode is the second half of my conversation with founder and CEO of Produce Your Podcast and internationally recognized podcast expert Traci DeForge as we discuss the branding power of podcasts, Traci’s tips for utilizing social media, and her work with the Podcast Professionals Association.

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 and what the newest audio chats will be about. 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.

(0:00:01) - Leveraging Podcasts for Brand Growth

The second half of our conversation starts with Traci’s explanation of how building a brand’s audio strategy differs from sustaining one, and the challenge of reaching out to an audience without sounding like a sales pitch. “[If] you can think about what’s in it for the audience, then all of the visibility, leads, and sales component happens as a residual of that,” she says about podcasts. “But the most important key is... that it’s got to look good and sound good.” We discuss how podcasts help forge a lasting connection with listeners, and how one podcast helped her overcome a lifetime of migraines. “I really, really share that story,” she tells us, “because it’s not just me going. You can change the world one voice at a time. Like that person’s voice changed my literal life and my family’s life.”

(0:07:07) - Exploring the Power of Podcasting

Our discussion focuses on the growing importance of video in podcasting and whether it’s possible to still succeed as an audio-only production, “If you are currently thinking about being an audio-only podcaster or you are thinking about starting an audio podcast,” Traci says, “absolutely yes, yes, yes, you do need to start the audio podcast or keep the audio podcast.” She explains how much social media algorithms have evolved just over the last year, and her advice for building an audience. “Use the video for shorts,” she suggests. “Use it for shorter segments, use it for social media clips. Use it for that, because if you’re not doing that, that is what’s going to leave you behind.”

(0:15:43) – The Power of Sound in Podcasting

As we wrap up our conversation, Traci tells us more about how she co-founded the Podcast Professionals Association and the role it plays in helping podcasters network and strategize in a quickly changing market. “We have two virtual events a month,” she explains, “where people can connect and have conversations about how they price their business challenges in the industry. How are you facing AI? What happens if you lose a big client? How are you changing your prices?” We also talk about what sets the power of sound apart, including the unique intensity it can spark for listeners. “When you’re fearful and your voice, like, shakes,” Traci says, “like, that’s so authentic and so, it’s just, to me, it is the absolute extension of human emotion, no matter what that emotion is.”

Episode Summary

The role of podcasts in enhancing brand visibility and lead generation.
What sets audio and video podcasts apart in an ever-changing media landscape.
Traci’s work in creating a supportive community for podcast professionals.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Engaging Listeners with Creative Audio Strategies: A Conversation with Traci DeForge - Part 1

Wed, 20 Nov 2024 06:00:00 -0400

“I really believe in developing the power of an audio brand as the Nike swoosh, as the Amazon arrow smile. Your audio brand should be as recognizable to your personal brand, to your business brand, however you’re leveraging your audio platform. It should be as good a quality, and people should invest in, and not have it be an afterthought. If you think about what people invest in personal branding and visual branding aesthetics, website branding and then, oh, ‘I want to start a podcast.’ And they never even consider that that’s an extension of all of that other investment that you’ve made.” – Traci DeForge

This episode’s guest is the founder of Produce Your Podcast, an award-winning full-service production and marketing agency, and is recognized as an international podcast expert, sought-after speaker, and media contributor. She’s the creator of the Podcast Management Academy, the industry’s only certified podcast manager training program, and co-founder of the Podcast Professionals Association. She’s also the co-host of the Ask Brien radio show on KHTS AM & FM in Los Angeles and has been featured on all three major networks along with CNN, CTV, American Express OPEN, and Radio INK, and is a member of the Rolling Stone Culture Council. Her name is Traci DeForge, and if you’re looking to take your podcast to the next level, you’ll want to hear what she has to say about 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 and what the newest audio chats will be about. 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.

(0:00:01) – The Love of Audio

We start things off with a look back at Traci’s childhood memories of sound, from calling Dial-a-Prayer to hear stories over the phone to listening to to the radio under the covers at night. “I used to sleep with an AM transmitter radio under my pillow listening to ghost stories,” she recalls, “and when my friends would come over for slumber parties. I would create these elaborate radio shows.” She tells us about how developing her first podcast in 2015 helped inspire her to create Produce Your Podcast. “There are going to be some other busy consultants and business owners,” she explains, “who are going to want to have podcasts, but they’re not going to want to do everything it takes to have it be a broadcast that represents the quality of their brand. And so that’s when Produce Your Podcast was born.”

(0:11:01) - The Power of Audio Branding

Our conversation turns to the differences between audio and video productions, and why just ripping the audio from a video production might not cut it in podcasting.“If you don’t really understand the true power of audio and audio branding,” Traci notes, “then you could get lost in thinking that ‘I’m just going to do a video podcast or video recording,’ or even a video webinar to a degree, ‘and I’m just going to grab the audio off of that.’” We discuss how the audio production works to bring the imagery to life for listeners, and how a podcast lacking that connection can leave its listeners cold. “That can be the point where an audience could fracture from you,” she adds, “because they don’t feel connected to the conversation. So they may stay through that conversation but they may not come back.”

(0:14:39) - The Importance of Audio in Podcasting

As the first half of our discussion comes to a close, Traci tells us more about her enthusiasm for, and her hands-on work with, crafting the right sonic identities for clients. “This is the piece of my business that we’ve grown, we’ve scaled, we have team members,” she explains, “but this is the piece of my business that I have kept selfishly to myself.” She talks about the process she uses to help podcasts build a unique identity and the reward of seeing a podcast connect with its listeners. “When audience members are saying back to you what it is they’ve taken away from your show,” she says, “and that’s connected to one of these sonic identity components we know we’ve done our job.

Episode Summary

How Traci’s early experiences with sound led to a career in broadcast radio and podcasting.
The link between audio and video content, and how to effectively utilize both.
Traci’s strategies for personalizing sonic brand identities and engaging listeners.

Tune in for part two of my conversation with Traci as we talk about the power of podcasting to elevate brand identities, Google’s impact on podcasting algorithms and how YouTube fits into it all, and the story of how a simple podcast episode helped literally change Traci and her family’s life.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Hidden Power of Music Therapy: A Conversation with Noel Anderson - Part 2

Wed, 13 Nov 2024 06:00:00 -0400

“So put on some good music, especially music with a very steady beat. Every time you have focus, yeah, every time that beat goes, it drips a little bit of dopamine. So that’s another reason why we also can support people with, with their gait, like with walking because we need that little bit of drip of dopamine when we walk. It actually naturally happens. But for people that have a challenge with that, like for Parkinson’s, maybe a stroke, that gets affected. So if we have a very steady beat, boom, boom, every little bit, dopamine drips, and it actually helps to regulate our system and anticipate when to take those steps. Yeah, so that’s just one.” – Noel Anderson

This episode is the second half of my conversation with director of Anderson Music Therapy and board-certified music therapist Noel Anderson as we talk about music’s effect on our brain chemistry and cortisol levels, the different effects that making music and listening to music have on our brains, and the role sound and music can play in treating such disorders as PTSD and depression.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Music and Memory

Our conversation continues as we talk about music’s effect on our brains’ neural connections and how we experience the world around us. “The experiences we have,” Noel explains, “everything affects those neural connections and what gets formed, what doesn’t get formed, um, so, yeah, so this is a big question.” We discuss sound’s power to help boost our dopamine levels and manage depression, and how she’s helped Alzheimer’s patients reconnect with their past through the power of music. “I think if you keep your mind as active as possible,” she says, “then you can at least hopefully slow it down. And I think music is one of those things. Like I said, it exercises the whole brain and so if you can keep that connection to other people, that’s going to keep you healthy.”

(0:09:53) - The Impact of Music Therapy

We talk about the different therapeutic roles that making music and listening to music play, and she tells us more about mirror neurons and music’s ability to engage our deepest social instincts. “It’s that active participation that actually connects us to people,” she tells us, “whether it’s moving to drums or even moving at a concert, you know, dancing. That actually can increase empathy.” Our conversation turns to managing stress and depression, and to how she’s helping parents and children bond through music therapy. “What I like about the drum,” Noel says, “is that you’re face-to-face, and so a lot of research shows that having that facial affect again, those mirror neurons connecting back and forth, that is really, really important for attachment and for bonding with your child.”

(0:16:51) - Accessing Music Therapy Services

As our discussion comes to a close, we take a look at some of the online resources out there for finding a licensed music therapist, and how much of it might be covered by insurance. “It depends on your diagnosis,” Noel explains, “depends on the insurance you have, depends on the specific goals that we’re working on, and so for the most part, the main areas that we have gotten reimbursed for are for communication needs.” She tells listeners how they can get in touch with her and about some of the free resources on her website. “You can book a free call with me at my website,” she says, “it’s amusictherapy.com, and there’s a little box at the top that says book a free consultation. You can just click on that, pick a time and day that works for you, and then we’ll chat.”

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Finding Healing Through Melody: A Conversation with Noel Anderson - Part 1

Wed, 06 Nov 2024 06:00:00 -0400

“I had a client in the practice that they, well, what they said is, ‘I am disabled because of mental health and PTSD symptoms, and music therapy’s helping me work through many issues very directly in a way that years of talk therapy hasn’t been able to touch.’ For this individual, they had been through years of talk therapy, and for some people, that is very valuable and very helpful, myself included. But like myself, I had to start with music therapy first because it just accesses the brain in a different way. It accesses the body in a different way than just talking.” – Noel Anderson

This week’s guest is the founder of Anderson Music Therapy Services and has been a board-certified music therapist for over fifteen years. Her journey started with a Bachelor of Music in Music Therapy from Immaculata University, followed by a clinical internship at the Kardon Institute for Arts Therapy in Philadelphia. Driven by a desire for growth, she pursued specialized training, earning certification in Neurologic Music Therapy at Colorado State University, certification as a Trauma Professional, and a Master of Music Therapy degree from Temple University. Before founding her practice in Roanoke, Virginia, she developed a school-based music therapy program for individuals of all ages and abilities. Her love of music began early – she’s been performing since the age of ten through voice, guitar, piano, and flute – and her impact extends globally, benefiting communities in Africa and India.

Her name is Noel Anderson and I’ve been looking forward to chatting with her about all the ways we can harness the power of sound to motivate us, to help us heal and to improve our lives. Keep listening because I know you’re going to get some invaluable golden nuggets from 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 and what the newest audio chats will be about. 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.

(0:00:00) - The Power of Music Therapy

We start things off with Noel’s early memories of sound, from the tiger song she wrote before she’d even learned to spell to her discovery in college of how music therapy could help others. “I didn’t always have a very easy time identifying my emotions or being able to express my emotions,” she recalls. “I was very shy. So music just was how I would express myself.” She tells us more about the board certification process that becoming a licensed music therapist involves, and about her work helping children in Africa and India. “I spoke of how music works with developmental disabilities and neurologically,” she explains, “and then we were able to work, you know, hands-on with the kids and co-treat with the therapists there and the doctors, and it was a really great experience.”

(0:07:27) - Global Impact of Music Therapy

Our conversation turns to the neurological impact of music, and its ability to influence and even redirect our body states. “It’s one of the few things in the world that activates so many [neurons],” Noel explains. “It exercises the whole brain, and that’s why it can get our attention very easily rather than just speaking alone.” She talks more about how sound can help regulate the nervous system and shares some of her success stories with patients. “We’ve gotten some really,” she says, “it’s not surprising because, you know, we know music therapy works, but some really touching feedback.”

(0:13:51) - Healing Through Music Therapy

As the first half of our discussion comes to a close, Noel tells us about the difference between talk and music therapy, and how it can help create a safe space for confronting trauma and emotional triggers. “Our brains know what to expect,” she tells us, “and that’s comforting. And so because of that, you can work through these challenges like PTSD and anxiety, depression.” We talk about her work with nonverbal patients and music’s power to forge a healing connection. “It was a musical conversation where they could feel like they belonged,” she says, “they could feel heard and listened to, maybe for the first time to truly be in a place where you know they could express themselves.”

Episode Summary

Noelle’s journey into music therapy and her experiences in Africa and India.
Music therapy’s impact on neurological functions and emotional regulation.
How music therapy offers a structured approach for treating anxiety and PTSD.

Tune in for part two of my conversation with Noel as we discuss music’s effect on dopamine, serotonin, and our stress levels, Noel’s work with treating Alzheimer’s, depression, and even using sound to strengthen parent-child bonds, and her advice for finding the right music therapist.

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In the Clubhouse: AI in Podcasting – Part 2

Wed, 30 Oct 2024 06:00:00 -0400

“I agree that humans will always want to work with humans and that we’re gonna always favor it in a lot of ways, especially because of the spontaneity, the creativity, the vibe. Kids love to use the word vibe, but we want the vibe and AI doesn’t have the vibe. Kids are really good at detecting AI, really good at it…. They pick it out way before their parents. So they’re really tuned into it. So I think that’s what’s going to keep it at bay in terms of being a true creative tool for really a long time.” – Sean Savage

This episode is the second half of my Clubhouse discussion with voice actor and Sound Off Media Company owner Matt Cundill, Home Studio Mastery founder Junaid Ahmed, podcast producer and AR Media host Sean Savage, Spoken Life Media founder and Podcast Hall of Fame Inductee Rob Greenlee, and long-time podcaster and audio technology consultant George Whittam, as we discuss the future of AI, what sets machine and human learning apart, and building your own AI clone.

As always, if you have questions for my panelists, 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 and what the newest audio chats will be about. 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.

(0:00:00) - AI and the Future of Technology

The second half of our conversation begins as we talk about the impact of AI on everything from social media to politics, and what that might mean for its future. “I interviewed David Pogue earlier this year,” George says, “and he’s done a tremendous amount of AI research and experimenting, and he’s like, it hasn’t yet swung an election that we know of, so maybe we shouldn’t be too worried. But it’s just something to think about, and I think about it all the time.” The topic turns to AGI, or Artificial General Intelligence. “That day is coming,” Rob tells us. “I don’t know if it’s five years from now, ten years from now, that it surpasses, you know, the ability to think and process information, um, better than a human, but I think it’s coming and once that happens, it’s going to change everything.”

(0:06:44) - Ethical Implications of AI Use

We talk about the ethics of AI usage, and whether there’s any practical difference between how AI models are trained and how children naturally learn. “Even if your older brother is telling you ‘don’t copy me,’” Junaid notes, “guess what? Your younger siblings are still going to copy them. There’s no lawsuit against that. You know, that’s how human beings are literally taught.” George describes his experience with feeding an AI all his writing content to help it learn his writing style, and we discuss the prospect and legality of such AI ‘clones.’ “If you went and scraped pretty much all the work that you’ve done and voiced,” Matt says, “packaged it up to create an AI model, you then can own the licensing of that AI voice and be paid for it. But if somebody else went and did it, the answer would be no. But, as we’ve discussed, some people are out there doing it and saying ‘tough beans.’”

(0:17:45) - AI Usage and Ethical Concerns

The conversation turns from creating new content with AI to revisiting old content through the lens of machine learning. George talks about old recordings and the potential to restore them and add sound elements that have been completely lost over time. “To what point do we clean them up?” he says. “Because now, with AI, we could now do a second restoration that’s way beyond what we could have done traditionally and make it sound like it was recorded in a studio Should we do that or not?” We talk about which AI tools the panelists have found the most use for in their own workflows, and Junaid shares a story about how AI is changing the way younger people see writing. “The other day,” he says, “I was replying to my wife through a text message and my son is like, ‘Why are you typing like AI?’ Like, what do you mean? Because I’m using commas, punctuation? That’s how I type.”

Episode Summary

How AI tools like Podium, Minvo, and Opus Clip can be used for managing content.
The ethical and legal considerations of using AI in publishing, such as consent and copyright.
AI-driven advances in audio technology and the enduring role of human creativity.

Connect with the Audio Branding Podcast:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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In the Clubhouse: AI in Podcasting – Part 1

Wed, 23 Oct 2024 06:00:00 -0400

“With AI coming along, I sort of look at more things being added into the workflow over the last year or so. A lot of it is, like, transcription, but also, ‘how are we gonna title the podcast?’ Show notes being written, I’m a little bit leery of, but it is used to assist in the process to write better show notes. So, I think for a long time, a lot of people have skipped over that, and AI has allowed us to write better show notes. That doesn’t mean copy-and-paste them in because AI is not... AI is, it’s an absolutely horrible writer. And I think one of the things that, I know this will come up in our discussion today, is that when you see AI stuff just being copied and pasted, you know that it has been copied and pasted.” – Matt Cundall

If there’s one topic that has captured the collective psyche over the past few years, it’s AI. But while the topic is fascinating, the uses are endless, and figuring out where it best fits into your work process is another matter entirely. The group I recently assembled on Clubhouse to talk about AI in Podcasting included a lot of veterans in the area of audio, video, and podcasting. They include voice actor and owner of The Sound Off Media Company, Matt Cundill; founder of Home Studio Mastery, Junaid Ahmed; on-air host and technical producer, mastering engineer, and podcast and audiobook post-production professional at AR Media, Sean Savage; founder of Spoken Life Media, LLC and Podcast Hall of Fame Inductee Rob Greenlee; and long-time audio technology consultant and co-host of the Pro Audio Suite Podcast, George Whittam. Each one of them had valuable insights into what tools work best for them and what tools you might want to look into for your own production.

Considering where the industry is heading, it’s probably a good idea to learn as much as you can about all these new and time-saving options. I hope you find this discussion super helpful!

(0:00:00) - AI Tools in Podcast Creation

Our roundtable discussion starts as Matt introduces himself and discusses some of the strengths and weak spots of AI software, particularly when it comes to making corrections. “These tools,” he says, “have really helped, but I think if you rely on it too much, one of the things that we found out is that you can just waste as much time just by having to make corrections.” Rob joins in and shares his thoughts on the competition between cutting-edge AI startups and the major brands that are now catching up. “Some of the larger platforms,” he says, “are adding greater AI capability to them, and it’s putting a little bit in jeopardy some of the standalone AI kind of services or tools out there.”

(0:11:30) - AI Tools in Podcast Post-Production

Junaid introduces himself as well, and he tells us about some of the latest breakthroughs he’s seen in synthetic AI voices and the business boom for the voiceover artists behind them. “When they introduced the professional voice,” he says, “like, if you go in now, you can actually use some of the celebrity voices for your own stuff as well, and they’re getting paid for you to be using those voices.” Sean joins the discussion to add his experience with how AI has changed his podcasting workflow, particularly editing with AI-generated audio transcripts. “We’re not using the transcriptions to actually do transcriptions,” Sean explains. “But it’s so much easier as opposed to getting somebody to go listen through and go, ‘okay, at this timestamp, at this timestamp, go from here to here.’”

(0:22:12) - Effective Use of AI Tools

George adds his thoughts about AI editing, both its benefits for cleaning up audio and its limitations in video production. “Is the content good?” he says. “Do you want to watch it? Is it compelling? Does it connect? And if the edits are so funky and jumpy and unnatural that it just becomes distracting, then it’s not a good way to go.” He tells us about the difference it’s made for removing awkward pauses, as well as the danger of taking AI edits for granted. “So if the audio is really smooth and natural,” he explains, “then you do kind of tune out. But once you tune in to the jump cuts, you can’t un-see it.”

Episode Summary

Rob discusses AI tools and techniques in podcasting, their benefits and limitations.
Junaid talks about StreamYard’s acquisition by Bending Spoons and the rise of AI voiceover.
Sean and George share their thoughts on balancing automation and human oversight.

Tune in for part two of our Clubhouse chat as we discuss the possibility of Artificial General Intelligence, or “strong” AI, as our panelists share their firsthand experiences with navigating the ethical challenges of AI, and how good punctuation became a red flag for robots.

Connect with the Audio Branding Podcast:

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Editing/Production by Humberto Franco - https://humbertofranco.com/

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How Sound and Music Influence Nature and Behavior: A Conversation with Pavle Marinkovic - Part 2

Wed, 16 Oct 2024 06:00:00 -0400

“We typically think about music as a listening experience, playing an instrument, dancing. And I think that’s like a narrow view of seeing, of looking at this concept of music. And that was one of the inspirations. What I wanted to do in this book was to show that there’s another way of thinking about music that’s completely different from this, let’s say, three main ways we think about music. So if you step a little bit outside these traditional associations we have with what music is, you can find that, as we talked about, sound can affect plant development, it can influence the growth, the health of the plant. It can alter our sense of taste, enhance or diminish their own flavors. It can impact our moods. It can uplift us, calm us, energize us… and, well, audio branding uses that a lot, because emotions sell at the end of the day.” – Pavle Marinkovic

This episode is the second half of my conversation with writer and audio branding consultant Pavle Marinkovic as we discuss how music can influence our shopping habits, the latest research into sound’s effect on our cellular metabolism, and whether plants prefer Vedic chants or rock music.

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 and what the newest audio chats will be about. 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.

(0:00:00) - The Influence of Music on Plants

As the second half of our discussion starts, Pavle tells us about sound’s effect on plants, including an experiment in India that found plants prefer Vedic chants and classical music over rock. “The plants grew taller,” he explains, “they had bigger flowers, and they had more flowers than the rock condition, and they also saw that the plants were growing towards the speaker.” He talks about the discovery that music can affect the growth of microorganisms such as E. Coli, and the dramatic difference that simply playing the right music made at a waste-treatment plant. “After a year of using this classical music,” Pavle says, “they were able to save ten thousand euros in the cost of transporting this sludge, so they reduced the amount of sludge produced by these sewage treatment plants.”

(0:16:30) - The Power of Sound and Music

We discuss the use of sound in shaping public behavior in recent years, from dispersing riots to chasing away loiterers, and how music can influence our behavior without us even realizing it. “For instance,” Pavle notes, “you can use the tempo of the music to make people either shop more, faster or slower, because they would unconsciously adapt to the sound cues that were at that moment happening.” He tells us why he believes sound is more important than we realize, and the growing research into music’s health benefits. “We think of music as a listening experience,” he observes, “playing an instrument, dancing, and I think that’s like a narrow view of looking at this concept of music.”

(0:24:24) - Exploring Music’s Impact Across Industries

Our conversation closes as Pavle tells us about his latest audio branding projects. “I’m always, always writing about music,” he says, “I’m also consulting on audio branding with people who have some, let’s say, problems with how to strategize about creating a strategy for audio branding.” He shares his latest work in food cycle and agricultural research, and how listeners can get in touch with him.

Episode Summary

Sound’s impact on everything from plant growth to wastewater treatment.
The multifaceted impact of sound and music on behavior and even our well-being.
Pavle’s audio branding and consulting, and some of his upcoming projects.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

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How Music Shapes Taste: A Conversation with Pavle Marinkovic - Part 1

Wed, 09 Oct 2024 06:00:00 -0400

“When I started researching how music affected all these different parts of the food life cycle, I stumbled upon research about how it changed our perception of taste, how it can make beer taste more bitter or wine have a more full body. So I said, well, I love chocolate, and I stumbled across a food chocolate factory in the middle of Madrid. And I said, well, let’s try it. If there’s so much research on all these other things, let’s see if there’s also something that can happen with chocolate.” – Pavle Marinkovic

This episode’s guest is a psychologist with a master’s degree in film scoring. He’s worked in a pioneering audio branding firm in Madrid and later in a market research company that used facial recognition software to scan and create emotional maps of different content, including music. Currently, he wears many hats: writer, researcher, audio branding consultant, music teacher, and violinist, and all these facets of sound are deeply intertwined in his daily work.

His name is Pavle Marinkovic, and he’s also the author of Sounds From Farm to Fork (And Back), where he talks about the impact sound and music can have on the food life cycle. I asked him about his research and the details are fascinating. If you’re a farmer, a garden hobbyist, a marketer, a restaurateur, or interested in more effective waste control and recycling, this is a discussion you don’t want to miss! It’s astonishing to realize just how much of a difference sound can make in all these things.

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 and what the newest audio chats will be about. 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.

(0:00:01) - Exploring Music and Audio Branding

Our conversation starts with a look back at Pavle’s early memories of sound, or, in this case, the story his grandmother tells about how he attended his first opera at eight months old, and how he tried to join in with the singers. “That wasn’t acceptable for my grandmother,” he adds, “and so she ended up rushing us out. But she always tells me this story.” He shares his career journey from film scoring to sound research, and a pioneering research project that used facial recognition technology to create emotional maps of people’s reactions to sound. “You could show them a lot of different music pieces,” he recalls, “and then, depending on the reaction, you would say which ones they are more favorable towards, and you could create the building blocks of your sound for that customer.”

(0:14:17) - The Influence of Music on Taste

Pavle tells us about how the pandemic offered a key insight into the hidden power of sound, and about his work with a chocolate company in Madrid that discovered a surprising link between sound pitch and sweetness. “There’s much more than we really know about music,” he says, “and they’re discovering a bunch of stuff all the time, so we need to take it more seriously than it is.” We discuss the impact of sound on consumer behavior, and how it can drive people without them even realizing it. “With fast-paced music, they would drink more frequently,” he explains. “When we played slow music, they would take more time. You would see the glasses full for a longer time.”

(0:26:26) - Enhancing Food With Multi-Sensory Experience

As the first half of our discussion comes to a close, we discuss a collaboration between Oxford professor Charles Spence and celebrity chef Heston Blumenthal on multimodal sound-taste tests, including a seafood dish whose secret ingredient is an iPod. “You could listen to sounds from the sea, from the ocean,” he says, “and all that experience, which was multi-sensory, would enhance this saltiness of this seafood dish that you were presented with.” He tells us about some of the mental and physical health benefits that the use of sound can bring, and one key advantage it has. “You can’t overdose on music, you know,” he explains. “Unlike other drugs, music is not something that can drive you to health issues if you listen to it while you are taking a medication or something.”

Episode Summary

Pavle’s early memories of sound and his work on Lacoste’s “Timeless” ad campaign.
His research on the surprising sensory overlap between sound and taste.
Pavle’s discussion of multi-sensory restaurant meals and sound-based treatments.

Tune in for part two of my conversation with Pavle as we talk about the little-known connection between sound frequencies and plants, how playing the right music saved a sewage treatment plant 10,000 euros a year, and the medical role sound might soon play in treating diabetes.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

Get my Top Five Tips for Implementing an Intentional Audio Strategy

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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How to Make a Profit From Licensing Your Music: A Conversation with Nismah Osman - Part 2

Wed, 02 Oct 2024 06:00:00 -0400

“Essentially, what musicians really need to understand is that the power to find success in sync is extremely accessible, and it’s right there in front of them as long as they’re willing to go and get it. There is no gate, right? There’s no gatekeeper. There’s nothing that you have to do or have, and there’s no one you have to know. It’s really just about being willing, and being willing to learn the ropes and do the work. – Nismah Osman

This episode is the second half of my conversation with sync licensing expert and Music Licensing Mastery founder Nismah Osman as we discuss the social media grind indie musicians face these days, her advice for getting into sync licensing, and the hidden power of music in today’s 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 and what the newest audio chats will be about. 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.

(0:00:00) - The Future of Music and Technology

Our discussion continues as we talk about how AI is transforming the music industry, and Nismah’s thoughts on whether it can replace sync musicians altogether. “It’s quality over quantity,” she explains. “Sometimes, you know, you can have a hundred really, really not-so-great tracks, and you have a hundred of them, sure, but they may not have the same value as one piece of really high-quality content.” We take a look at some of the other industries that have been shaken up by AI and what it might mean for sound. “It’s nuanced,” she says, “and I think there’s good and bad and everything in between. And it’s going to be something that kind of shows its true colors over time.”

(0:07:39) - Opportunities in Sync Licensing

Nismah tells us about her experience as a musician and gives us an inside look at how social media and streaming platforms have changed the game for indie artists. “When I was on there,” she recalls, “I was witnessing and participating in the sheer amount of effort that musicians are putting into, you know, building these social followings just to try to convert them into streaming numbers.” She talks about how the pandemic transformed online gig work and helped her jump-start her music career, and the opportunities she’s found in writing music for sync licensing. “One of the many things I love about sync is that, really, there’s room for everyone,” she says. “The likelihood is really in your favor that you’re going to be able to find opportunities for whatever kind of music you make.”

(0:14:13) - The Significance of Sound and Music

As our conversation comes to a close, we talk about what it takes as a musician to make the jump into sync licensing, and her practical advice getting started. “The great thing is,” Nismah says, “most of the time, in my experience, you’re not starting from zero. You really do have a lot going for you. You just have to figure out what’s working, lean into those things, and then outsource the rest.” We also discuss the power of sound in today’s world, from lowering stress to building the soundtrack of our lives. “That’s why the music and the audio and the film industry are so huge,” she notes, “and why there’s such a huge demand, because sound and music and audio, it all matters, it all adds to that depth of life that I think everyone is really ultimately searching for, and it’s cool to be a part of that.”

Episode Summary

Weighing the authentic connection music brings with the convenience of technology.
The opportunities sync licensing offers musicians and how to get started.
How sound and music enhance our lives and shape our memories in profound ways.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

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Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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A Musical Journey From Emotion to Production: A Conversation with Nismah Osman - Part 1

Wed, 25 Sep 2024 06:00:00 -0400

“I think people just kind of were, like, ‘Oh, hi,’ you know. They were supportive, they were nice, and, you know, they could tell I was a kid who had no idea what I was doing but was obviously passionate about music. I do remember one guy, though, telling me to make sure I went to college for something other than music and, at the time, I was like, ‘Okay, I’ll consider that.’ But he was really telling me, like, ‘I don’t know if you have what it takes.’ But I didn’t follow his advice. I ended up going to school for music, which I still am trying to figure out was a good or bad decision.” – Nismah Osman

This episode’s guest is a songwriter, producer, vocalist, entrepreneur, feminist, and more. She’s been writing and producing songs for herself and other artists since 2005. She stumbled into the world of selling her music for film and television in 2011 and has since cracked the code on how to fund your passion for music. Her music has been featured in such series as Love is Blind, Dancing with the Stars, and Temptation Island. Some of her other wins include a degree from Berklee, songwriting and production credits on hundreds of songs, and a chance to learn from songwriting legend Kara DioGuardi, and she runs a vacation rental business on the Jersey shore as a side hustle.

Her name is Nismah Osman, and she has a lot to share about how to make a living from making music these days. The industry’s certainly changed from even just five years ago. If you want to hear how Nismah does it, and how she’s helping other artists do the same, keep listening!

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 and what the newest audio chats will be about. 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.

(0:00:00) - Journey From Songwriting to Music Career

We start things off with a look back at Nismah’s early memories of sound, and how a songwriting convention in her small town led to her very first sync licensing gig. “Obviously I was the youngest person in the room,” she recalls, “and I had no idea what I was doing. But I showed up with my little you know CD, you know, demos that I burned the night before.” She tells us about some of the encouragement, and the warnings, she got from older musicians, and a chance meeting at the next year’s convention that, at age thirteen, became her first music deal. “To this day, I get royalty checks for that song,” she says. “So that was like the first taste of like, ‘Okay, I can actually do this.’”

(0:12:18) - Navigating Sync Licensing and Musical Opportunities

Nismah explains what sync licensing means, and the opportunities it presents for musicians. “The very short version of it,” she says, “is the music you hear in TV shows, movies, ads, et cetera. And there’s obviously a whole semi-complicated process for how you go about getting your music in those opportunities and on those platforms.” She talks more about that process and how a newcomer to sync might get started. “You proactively write music for these opportunities,” she tells us, “based on a set of criteria that generally work, and then you submit that music to, in the industry, they’re called music licensing agencies, and then those agencies receive opportunities from music supervisors.”

(0:18:24) - The Role of AI in Music

We discuss AI’s role in creating sync music and Nismah’s thoughts on whether it might someday replace human musicians. “I think, overall,” she says, “there’s a couple different pieces to the conversation. The first is that we’ve been using AI in music forever already.” She tells us how AI fits into her recording and editing routine, and the limitations of purely AI-generated compositions. “I think we’re a long way away from that,” she explains, “and the AI tools we have today, I just don’t think you’re gonna get the same level of context that a real human being can bring to the table.”

Episode Summary

Nismah’s journey from a high-school talent show to Berklee College of Music.
The basics of sync licensing and a behind-the-scenes look at TV and film scoring.
AI’s impact on music production and what it might mean for composers.

Be sure to tune in for part two of my conversation with Nismah as she tells us more about her experience with streaming platforms, how the pandemic opened her eyes to the opportunities that a career in sound can provide, and the first steps she suggests for getting into sync licensing.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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The Role of Audio in Branding: A Conversation with Simon Kringel - Part 2

Wed, 18 Sep 2024 06:00:00 -0400

“That’s the big problem. That’s the whole thing. You know, if it’s not done right, then it will definitely not be sustainable, it’ll just end up in some drawer after two weeks. And we’ve seen that a thousand times, how these great sounds are made, and then, after a few months, a week, it’s kind of like what happened? It’s just disappeared.’” – Simon Kringel

This episode is the second half of my conversation with producer, sound designer, and co-founder of the sonic branding agency Unmute as we talk about the things to consider when building a sonic brand, what sets Europe and North America apart when it comes to marketing and brand building, and what new companies can learn from McDonald’s’ twenty-year-long sonic branding success.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Exploring Sonic Branding in UX Design

The second half of our discussion begins with an audio clip of Simon’s work on Clever’s new brand, and he tells us the process behind its success, from incorporating natural elements to what he calls smashable design. “The whole idea of, you know, I call it smashable design,” he explains, “is so you can take things apart and they will still be recognizable on their own.” We talk about his work on brands ranging from streaming interfaces to telephone hold music, and why building an audio brand isn’t necessarily a one-and-done solution. “I think that’s an important point to make,” Simon tells us, “it’s that you cannot create a sonic identity for anybody just as one project.”

(0:19:21) - The Evolution of Sonic Branding

We talk about McDonald’s famous sonic logo, how it’s evolved and become more streamlined over the past two decades, and what we can learn from that process. “What’s amazing,” he says, “is that they’ve used it just consistently for more than twenty years and, of course, they managed to do all these variations and adaptations depending on whatever music is on the ad, but still, the core thing is being used consistently, consistently for so long.” Simon also tells us why, no matter which industry it is, excitement is key to building a successful brand. “You know you need to be excited about the new brand sound you have,” he adds, “otherwise it’s going to be difficult to fight for it.”

(0:24:38) - The Role of Audio in Branding

The conversation wraps up with his firsthand observations of branding differences between European and American markets. “I think what we’ve seen is that in North America,” he explains, “it has definitely been the ad agency who are the kings in this, and everything was, like, evolved around the ad agency and the creative.” We talk about why audio is so easily overlooked and how its subtlety can be an advantage for branding. “When we tell people about it,” he observes, “they’re suddenly like okay, they recognize the sound, but then it’s like, ‘I’ve never thought about it. It was just there.’”

Episode Summary

Simon’s sound work on Clever and his process for creating modular branding elements.
How McDonald’s iconic jingle demonstrates the power of consistent branding.
Branding differences between Europe and North America and how to reach out to Simon.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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How to Use Sonic Branding in Your Marketing: A Conversation with Simon Kringel - Part 1

Wed, 11 Sep 2024 06:00:00 -0400

“I think we’ve all experienced how sound is kind of a last-minute decision in many creative projects or creative processes... That was actually the whole reason why we formed Unmute, because we thought, ‘Okay, we need to be the adults here and help brands understand the importance of this and the impact it has.’" – Simon Kringel

This episode’s guest is the Sonic Director and co-founder of Unmute. He began his career composing and producing music for bands and artists, and, later on, for TV and advertising. In 2014, he joined Chimney, a global creation agency, and soon became their head of music, working with a wide range of international clients. Recognizing the growing demand for a specialized sound agency, he co-founded Unmute with Daniel Schougaard in 2018, and their company has been on the rise ever since. It’s now collaborating with brands and agencies all across the globe, connecting them with their audience through sound, music, and audible experiences. He’s created award-winning sonic identities for such brands as Novo Nordisk, Carlsberg Group, Bank of Ireland, KONE, Volleyball World, and UCI, and he’s on a mission to make sure that brands are heard, not just seen.

His name is Simon Kringel, and there’s a lot we’ll be covering here, including using sound in product design, sonic branding as a design discipline, and the differences between North American and European branding when it comes to sound. That certainly isn’t all, so if you’re interested in how sound shapes our buying decisions and our user experience, you’ll want to check out this episode.

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 and what the newest audio chats will be about. 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.

(0:00:01) - Evolution of Sound and Branding

Our conversation starts with Simon’s early memories of sound, and how putting on an audio play of his favorite comic books awakened his enthusiasm for audio production. “We kind of played out the characters,” he recalls, “and, you know, with different voices depending on who you were, and we did some Foley and some sound design when a gun was being shot or glass is broken.” He shares his career journey as a musician and sonic branding expert and talks about the leap of faith that led him to Unmute. “I think it’s also just about,” he explains, “have you teamed up with the right people, and are you ready to take a chance and just go for it? I mean, what’s the worst thing that could happen?”

(0:14:11) - Sonic Branding

We discuss the nuts and bolts of brand design, and how a haphazard approach to audio branding can lead to more work down the road. “What we saw,” Simon says, “was that there was no structure in this, so the brands could not, even though they understand what they’re trying to achieve, see how to actually go about it.” He talks about the relationship between imagery and sound, and the process of crafting a sonic brand that works in harmony with the brand identity. “It’s really interesting,” he tells us, “how we can actually take a visual shape, or visual form or visual expression, and turn that into a sound where you intuitively hear the connection. That’s where the magic happens to us.”

(0:23:41) - Sonic Branding in Product Design

Simon tells us more about his recent branding work with the Denmark-based charging company Clever and offers a firsthand example of the creative process. “So they also, of course, wanted to create their own sonic identity,” he explains, “and it’s not just focused on the, on the marketing and the communication, but definitely also a lot of focus on their products.” He tells us about striking the right balance between familiarity and attention-grabbing, and making sure that the audio UX design is pleasing to the ear. As Simon puts it, it’s about “making sure that every time you interact with Clever, as they’re called, you feel at home, and you feel this familiarity and this sense of, you know, you build that sense of trust because it’s recognizable and, most importantly, it fits their brand.”

Episode Summary

Simon’s journey from comic books to concerts, from musician to sonic branding.
How a structured approach to audio branding helps create a cohesive experience.
What sonic branding success stories like Apple can teach us about audio UX.
Simon’s work on Clever’s sonic logo and the key to audio/visual brand synergy.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Connect 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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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How To Use AI in Modern Audio Branding: A Conversation with Steve Keller - Part 2

Wed, 04 Sep 2024 06:00:00 -0400

“AI, at least right now, is really adept at iteration, but not so adept at innovation. So I think it’s really good at augmenting the creative process, yeah, inspiring, but not necessarily great at coming up with something with all the nuances that, again, at a subconscious level, we might pick up on.” -- Steve Keller

This episode is the second half of my conversation with audio researcher, creative consultant, and Sonic Strategy Director for SXM Media Steve Keller, as we talk about how algorithmic data is revolutionizing research, how the pandemic changed the way we relate to music and sound, and what we can learn from the movie Top Gun about the relationship between humans and AI.

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 and what the newest audio chats will be about. 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.

(0:00:00) – AI Benefits in Marketing Creativity

Our discussion picks up with a look at Steve’s work with the Journal of Psychology and Marketing and how AI-driven data is transforming the way we gather research data. “We’ve seen some results,” he explains, “where we’ve gotten really close to AI duplicating the results that we would get from a human panel.” We talk about one client’s clever strategy for using AI to decide what not to do, and we discuss what the latest developments in machine learning have in common with audio breakthroughs like vinyl records and MP3 files. “We have ways of researching to get to the answers,” Steve explains, “but you always have to start with the question, and I think sometimes we ask the wrong question.”

(0:09:36) – The Power of Music During the Pandemic

Since it’s been a few years since my last chat with Steve, we talk about how things have changed in the audio industry since the pandemic, and what the lockdown revealed about our relationship with music. “We would use music,” he says, “not just in terms of nostalgia, to remind us of happier times, but that music became this friend, particularly in lockdown, where it could help us experience the melancholy that was there.” Steve talks about the long-term benefits of adopting AI, and what he learned from a test of human vs. AI marketing. “We found that the real value of this,” he says, “was less about, you know, is AI a collaborator or a competitor, and more about how we manage talent in an age of AI.”

(0:21:43) – The Value of Human-AI Collaboration

We continue our talk about his study on our ability to recognize AI. “Folks were really all over the map in the analysis,” Steve explains. “The individual that we were pitching things to, he wanted to guess who the teams were. He got all of them wrong.” We talk about how that study led to a surprising example of an AI prompting humans for output, and he shares what he calls Maverick’s Maxim, named after the famous character from Top Gun. “[Maverick] said ’it’s not the plane, it’s the pilot,’” Steve tells us, “and so I think this speaks to the importance of humans being in the loop.”

Episode Summary

Steve’s work with AI-driven research and unconventional uses for machine learning.
How the pandemic, YouTube, and TikTok have changed the shape of music.
What a human vs computer marketing test revealed about the emerging role of AI.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

How Audio Diversity Impacts Branding: A Conversation with Steve Keller - Part 1

Wed, 28 Aug 2024 06:00:00 -0400

“We should be hearing diverse voices. As I like to say, if the only time we’re hearing voices of color is in advertising to those segments, then we’ve not just segmented those voices, we’ve actually segregated them. So let’s lean into sonic diversity. You’ll create better representation and a better relationship for your brands with those communities at the same time, without having any negative impacts on your ad’s favorability or effectiveness.” -- Steve Keller

This episode’s guest is the Sonic Strategy Director for Studio Resonate, SiriusXM Media’s in-house, audio-first creative consultancy offering support to brands that advertise on the Pandora, SiriusXM, and Soundcloud platforms. He’s recognized as a leading authority on sonic strategy, blending art and science into award-winning creative content and sonic experiences for a variety of global agencies and brands. With a degree in psychology and business, and over thirty years of experience in the music and advertising industries, his research explores the ways music, sound, and voice influence our perception and behavior and his writing on the subject can be found in a very large list of publications.

His name is Steve Keller, and he and I first spoke in the very early days of this podcast, right before the pandemic started. I still consider his episode the most pivotal of this podcast, and he blew my mind on multiple occasions. He certainly does it again here, and you’ll get to hear 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 and what the newest audio chats will be about. 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.

(0:00:00) - Exploring Sonic Diversity in Media

As we start our conversation, Steve tells us about his early memories of sound, including a surprising childhood discovery he made about train whistles. “One of the things I found out from talking to one of the engineers,” he explains, “is that there are patterns in the whistles almost like Morse code.” We talk about the subtext of sound that’s often hidden in plain sight, and how our unconscious biases can limit sonic diversity, whether it’s the vocal range audio codecs are built around or the roles AI voices are assigned. “We live in a diverse world,” Steve says. “We should be hearing diverse voices.”

(0:11:27) - Navigating Bias in Sonic Diversity

“One of the things that we’re trying to promote,” Steve tells us, “is to make sure that the synthetic voices that are being created are diverse, that the training populations that are used in developing these voices, that there’s diversity there.” We discuss how the early days of telephone and radio created audio biases that we’re still working to overcome, and the role AI voices will play as they continue to evolve. “The majority of them said yes, they could tell a difference,” Steve recalls a neuro-based study he led on distinguishing between human and AI voices, “but when we tested it, it was a flip of a coin whether or not they’d get it right. And the AI voices have improved even since we did that test.”

(0:23:54) - Implications of AI in Advertising

Steve tells us more about his work with AI, including the murky legal questions surrounding how AI learns and, much like human writers, borrows inspiration from what it’s learned. “A similar thing can happen with AI if you’re using copyrighted materials in the training sets,” he says. “So the AI could be drawing from a phrase, and there may be a way to document that it drew from a particular phrase, and that violates copyright.” We talk about AI’s growing role in advertising and audio branding and the legal pitfalls of relying on AI-generated music when it comes to copyright laws. “Are they incorporating AI into some of their performance libraries,” Steve asks. “Because until we get a handle on what the training sets are, there’s the potential that there could be copyright infringement.”

(0:30:00) - Navigating Brand Trust in AI

Our discussion turns to the interaction of machine and human minds, and how new algorithms can collide with our old-fashioned brains. “We may have gotten more sophisticated in how we think,” Steve explains, “but emotionally, which is really the driver for us, we haven’t changed much in millions of years.” We talk about the rise of deepfake media, and how we might adjust to living in a world where seeing and hearing are no longer believing. “It’s easier to start from the default of ‘I can believe that,’” Steve says, “to the default of ‘I don’t want to trust anything.’ You know, as psychologists, we would say somebody who lives in that condition lives in a condition of paranoia.”

Episode Summary

Steve’s childhood in West Virginia and Studio Resonate’s research on sonic diversity.
How audio technology has historically excluded certain voices and accents.
The breakthrough success of AI-generated audio and the legal challenges it can cause.
Knowing what’s real and what isn’t in a world driven by AI content.

Tune in for part two of my conversation with Steve as we talk about the hidden value of AI-powered audio branding, how social media algorithms have changed the way songs are written and performed, and who came out on top in a surprising study his company did on AI vs human marketers.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Connecting Through Sound, Content, and Branding: A Conversation with Micah Thomas - Part 2

Wed, 21 Aug 2024 06:00:00 -0400

“For all of us, we are gaining our trust, our stability, our hope, our aspirations, our inspirations, all come to us through the medium of sound. Video is important, right? But FDR was able to keep a country from going mad on the brink of fear and concern and anxiety by fireside chats over the radio during the war. And we still look to our presidents today, President Bush during 9/11, was able to speak to the audience through that bullhorn with that famous clip there to be able to say what he had to say. President Lincoln with his 272-word Gettysburg address was able to come and heal the nation there on that battlefield.” -- Micah Thomas

This episode is the second half of my conversation with audible storytelling expert and Storymore CEO Micah Thomas as we discuss the role of music in audio storytelling, how classic cinema inspired Micah’s approach to sound, and the changes the pandemic brought to his company.

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 and what the newest audio chats will be about. 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.

(0:00:00) - The Power of Audio Branding

Our discussion continues as Micah shares the process of scoring audible stories, and how it differs from traditional movies. “The music scoring is actually done,” he says, “as the very last step. We don’t approach anything from a music-first standpoint.” He tells us how it has more in common with silent movies and their live piano players, not to mention the movie The Truman Show, and the advantages of such a story-first approach. “When we come back to it,” he tells us, “it’s like playing the audio drama and the music under it as it’s going, which allows a very organic sense of music creation.”

(0:08:58) - Exploring Old-Time Radio and Storytelling

Micah elaborates on Storymore’s approach to narrative, and how he found inspiration from some of Hollywood’s old masters, from Bing Crosby and Cecil B. DeMille to radio noir characters like Johnny Dollar and the Shadow. “It’s all good dialogue on the page,” he explains, “and a good character that can bring it out. So I would say that got planted early and developed really well through the years.”

(0:13:31) - Sound, Content, and Branding

The conversation closes with a look back at the pandemic, and how it transformed both the sound industry as a whole and the careers of some of his voice talents. “The major change wasn’t operational,” he says, “because people, or our cast anyway, are already working from home. But for those that still worked a day job and would come home and do this as a side gig or something like that, this was an opportunity for them now to have much more time to devote to it.” We discuss why sound matters more than ever in today’s world, what he’s working on next, and how listeners can check out Storymore. “The experience is free, no subscription fees or anything like that. We wanted everybody to have access to a good story, so you can check it out wherever you find your favorite podcast.”

Episode Summary

Micah’s insights on music scoring, from classic movies to church and wedding gigs.
What vintage radio shows taught him about the power of audio-first storytelling.
How the pandemic changed the industry and the way we approach voiceover work.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

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Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

Audio Dramas and Accessibility: A Conversation with Micah Thomas - Part 1

Wed, 14 Aug 2024 06:00:00 -0400

“Early on in that we noticed that there are so many people in the blind and visually impaired community that are underrepresented in the respect of entertainment, both as an entertainer and as the consumer. The only products they have are descriptive videos on Netflix or something like that. And so they can’t get the exact same experience as the sighted world when they’re dealing with forms of entertainment. So we shifted our focus to the blind and visually impaired market, both as people who could assist us in making these audio dramas, our stories, more original, as well as sound-designing these things in a 360-degree or surround sound way so that those whose world is nothing but sound, they really could enjoy it in a way that was meant just for them.” -- Micah Thomas

This episode’s guest is a twenty-plus year content creator, armed with a Master’s Degree in Internet Marketing and a BA in Media Communications who’s found the right content to pour his energy into…sound. This father of six and husband of one has worked as a jack-of-all-trades in media but has become a master of audio and storytelling with his company Storymore. As a person with low vision, he has a passion for telling great stories in the best way he can, which led him to form a global group that’s disrupting the audio entertainment industry with its accomplishments. Chief among them is providing a platform that equalizes the playing field for those with visual disabilities.

His name is Micah Thomas, and our discussion covers a variety of topics, from audio dramas and music to how AI is changing both those industries. I think you’ll really enjoy his insights!

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 and what the newest audio chats will be about. 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.

(0:00:00) – The Power of Audio Entertainment

We start things off with a trip down memory lane as Micah recalls the radio plays and adaptations that helped inspire his career in sound. “The stories captivated me,” he tells us, “because of the voice actors and how real they sounded, and I think that’s the first time via audio that it actually brought tears to my eyes.” We talk about how Storymore uses sound production to bring stories to life for blind and visually impaired listeners, and we listen to a clip from the Storymore original suspense tale Barley. “We had one guy that said the sound was so good,” he says, “that ‘I had to literally turn my head. I thought someone was entering the room because I heard a door open behind me.’”

(0:12:47) - AI Impact on Audio Entertainment

The conversation turns to AI and how it’s opening up new creative possibilities while leaving room for a human touch at Storymore, and Micah shares with us both the cover art and a sound clip of the Storymore original mystery Alibi. “There’s just no way,” Micah explains, “at this point in time, especially, that AI can reach the levels and depths of emotion and her mental state that she’s in to provide this type of performance.” We also discuss the difference between audible dramas and traditional audiobooks, and the storytelling power of sound. “It allows you the opportunity to point your own cameras,” he tells us, “to make your own movie in your own head with your vivid imagination. Our sound and our voice acting team just provides the fuel.”

Episode Summary

How classic radio helped inspire Micah and the audio technology behind Storymore.
AI’s role in sound production and what sets audible storytelling apart as a genre.

Tune in for part two of my conversation with Micah as we talk about Storymore’s unconventional approach to scoring music, what he learned from classic cinema about the dramatic power of sound, and how the pandemic helped pave the way toward a new appreciation for voiceover.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Music, Voice and the Healing Connection: A Conversation with Anna Bohuslavska - Part 2

Wed, 07 Aug 2024 06:00:00 -0400

“It’s definitely an important aspect of our lives, and we can start with a small thing, just, like, when you feel that something’s odd, just pause for a second and ask yourself what exactly is off. Is it the music? Is it the feeling? Is it, is there a physical need? Like, literally just pause it for a second and ask yourself this question. And it’s important, but not a lot of us are used to it.” -- Anna Bohuslavska

This episode is the second half of my conversation with transformation coach and inner guide Anna Bohuslavska as we discuss how both positive and negative emotions can be contagious, her experience with music’s healing power, and how sound can help restore our connection to nature.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Power of Music and Voice Healing

The second half of our talk begins with Anna’s reflections on how music can spread emotions and connect us to one another. “The same happens at the concert,” she explains, “because, like, there’s a crowd and everyone really is in their emotions and you pick up on this emotion, and it’s like becoming one huge human being instead of every single one.” We also talk about the surprising impact vocal exercises can have on everything from building confidence to overcoming negative thought patterns, and her firsthand experience with its benefits. “Most of our way,” she says, “how we talk, our intonations, our high or low, everything is connected to the people around us, and it’s basically the habits that we picked up early in childhood and that we carry on in the life.”

(0:06:01) - Finding Connection Through Sound & Music

Anna also shares how her own experience with music and dance has guided the way she helps clients reconnect with themselves. “I took the dance classes,” she recalls, “I did all the moves, but when I now look at those old recordings, I see that I didn’t feel the music.” She explains how the power of sound can help guide our lives. “Ask yourself what exactly is off,” she explains. “Is it the music, is it the feeling? Is there a physical need? Literally, just pause it for a second and ask yourself this question.”

(0:18:35) - Inner Potential

Our discussion comes to a close as Anna shares her upcoming projects and community developments, and how we can get in touch with her. “I’m focusing on building my community,” she says, “and I’m working on launching my group program because I know that one-on-one is important for a lot of people, but there are a lot of people who need this sense of community.” She also tells us how sound can help us become our best selves: “I’m a strong believer that every single one of us has this inner potential to be the best person they dream of, and all it takes is to create the right surroundings.”

Episode Summary

How music and voice can influence our emotions and help foster deeper relationships.
Connecting with ourselves through voice training and discovering our inner music.
Sound’s link to the natural world, and some of Anna’s current and upcoming projects.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

How Music Affects Behaviors and Emotions: A Conversation with Anna Bohuslavska - Part 1

Wed, 31 Jul 2024 06:00:00 -0400

“If you play on an instrument for a while, for example, every day for a week, for example, or something like that, you will start noticing that you have your own melody that you will play over and over again. And it could be that the melody changes while your emotion changes. It can be that, just the speed of the melody will change. But basically, you will have your own melody, and it’s interesting to see how it evolves through the time.” -- Anna Bohuslavska

This episode’s guest is a transformational coach and inner guide who’s helping women bring joy and fulfillment to their everyday lives. She’s a mother of two, a craft maniac, and a dance lover. She’s been passionate about psychology for as long as she can remember, and she’s been fortunate enough to learn from some of the greatest minds of our day while employing her own holistic approach to well-being. She seamlessly blends together coaching techniques, art therapy, mindfulness, and more.

Her name is Anna Bohuslavska, and our conversation is all about using sound for healing. If this is an interest of yours, I hope you’ll give this one a listen – it’s a very inspirational 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 and what the newest audio chats will be about. 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.

(0:00:00) - Inner Work and Music Therapy Evolution

As our discussion starts, Anna talks about how the birth of her son inspired her to learn more about the psychology of sound, and how her work led to a community of like-minded women. “That’s why I started searching for other sources of information,” she explains, “and I was happy to find an online community that was all about parenting, and I felt like this is what will help me.” We discuss sound’s ability to tap into our deepest emotions and memories, and music therapy’s role in boosting our mood and broadening our perspective. “It’s about listening,” Anna says, “it’s about moving under the sound, it’s all this spectrum. But it helps a lot, and the simplest thing that I advise every single of my clients is to just, like, know what different types of music move you in different directions.”

(0:16:44) - Musical Evolution and Personal Expression

We continue with the story of Anna’s journey from Ukraine and around the world to her home in Texas, and her secret to getting in touch with our own inner melody. “If you play on an instrument for a while,” she tells us, “you will start noticing that you have your own melody, that you will play over and over again, and it could be that the melody changes while your emotion changes... basically, you will have your own melody, and it’s interesting to see how it evolves through the time.”

Episode Summary

Music’s influence on our lives, and how it can help us overcome past traumas.
Anna’s journey from Ukraine to Texas, and the cognitive impact of creating music.

Tune in for part two of my conversation with Anna as we discuss how background sounds, even the sound of our own voice in our ears, can influence our daily lives, how vocal exercises can help forge a deeper connection with ourselves, and her advice for living life on your own terms.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 the Clubhouse: Sound in Social Media - Part 2

Wed, 24 Jul 2024 06:00:00 -0400

“Social media, if you want to be on all of the places, it’s a best practice to have your voice be represented in those places. But, also, the content is representative for that place. People go to Instagram with an expectation, they go to YouTube with an expectation, they open up your audio podcast with an expectation of a more immersive experience. So there’s different ways and there’s different ways that you need to be putting your information in the post. And so you can’t just take something that somebody gives you and just, that’s the same content that goes into TikTok, into Instagram, into YouTube.” -- Chris Stone

This episode’s the second half of my Clubhouse chat with Livestream Universe founder Ross Brand, Cast Ahead’s Chief Content Entrepreneur Chris Stone, Favorite Daughter Media president Sara Lohse, and Red Hat Media CEO Larry Roberts, as we talk about the future of social media content creation, the most useful AI tools currently available, and whether AI can help save a marriage.

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 and what the newest audio chats will be about. 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.

(0:00:01) - AI Content Creation and Personalization

As the second half of our chat begins, the panelists share some of their less-than-ideal experiences with trying to coax ChatGPT into an authentic writing style. “I have never in my life said the word delve,” Sara recalls, “but ChatGPT wants me to ‘delve’ into every topic.” We also take a question from John, who shares his experience with running a 100% AI podcast from start to finish, and Larry talks about his experience writing a hybrid-AI book and the process of crafting each chapter. “I think the exercise you’re going through,” Larry says, “is what we as content creators need to do so that we understand these tools and we understand how these tools can complement what we’re doing.”

(0:08:36) - Maximizing AI in Content Creation

Chris adds his thoughts on the importance of human oversight when it comes to AI, and we discuss whether AI could eventually render human creativity obsolete. “I think everyone pretty much agrees here that using AI is something that we need to do,” Chris explains, “and I look at it more of like assistive intelligence or administrative intelligence.” We talk about the clerical work AI can handle for us while retaining our authentic voices. “I think everybody here,” Ross says, “and, and pretty much anybody who’s competitive in this space, their biggest competitive advantage is themselves.”

(0:20:01) - Content Creation Tools and Strategies

As our talk comes to a close, Chris shares how AI can help us keep up with and customize our content across a range of social media platforms. “People go to Instagram with an expectation,” he explains. “They go to YouTube with an expectation. They open up your audio podcast with an expectation of a more immersive experience.” Finally, we take a question from a listener about the best AI tools currently available, and we ponder whether AI can even improve a marriage. “It can definitely help you write poems and happy anniversary sonnets,” Larry says, “and, I mean, it can make you sound and feel like you are just a cat daddy. So yeah, most definitely can help you in all your relationships.”

Episode Summary

Our panelists discuss AI-generated content, its limitations, and the value of human insight.
The critical importance of transparency and responsibility in using generated content.
Tips for using AI tools to customize content for social media and maximize engagement.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 the Clubhouse: Sound in Social Media - Part 1

Wed, 17 Jul 2024 06:00:00 -0400

“People either have a vision of a Utopian wonderland out there, that we’re going to create all this amazing stuff with AI, or, on the flip side, everybody thinks it’s going to be a dystopian wasteland when we start using AI, and everybody’s going to be out of work, and the robots are going to take over... And it’s very difficult to find anybody that has that middle ground. But it’s conversations like we’re having here that’s going to allow us to establish that middle ground. And as we continue to educate the public, and as we continue to expose these tools and teach people how to use these tools and let them know the limitations of these tools as they exist today, I think more and more people are going to become more and more comfortable with the integration of AI as tools and not replacements.” -- Larry Roberts

Some discussions lend themselves to more than one perspective. That’s definitely the case with sound in social media, and recently I had a Clubhouse room full of experts with a lot to say about it. They are Ross Brand, founder of Livestream Universe and author of the 100 Livestreaming & Digital Media Predictions series; Chris Stone, Chief Content Entrepreneur at Cast Ahead; Sara Lohse, President of Favorite Daughter Media and author of Open This Book: The Art of Storytelling for Aspiring Thought Leaders; and Larry Roberts, CEO of Red Hat Media and co-host of the Branded Podcast. Our round-table discussion covered a lot of information on sound in social media, as you would expect, but we also delved into how AI is shaping that landscape, for better and worse. It made for a fascinating and fun discussion, and I’m glad to be able to share it with you now.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Sound in Social Media

Our Clubhouse chat starts with introductions from each of our four panelists, and we focus on social media and the role sound plays in getting your message out. “Social media is interesting,” Ross says, “because sometimes you have to change it up as well, which kind of goes against some of the rules of sonic branding.” Chris tells us the simple secret to incorporating video in your audio brand, and Larry and Sara share their thoughts about machine learning and how important it is to keep pace with the growth of AI. “If we’re not aware and we don’t start making the adjustments we need to make this early in the game,” Larry notes, “we’re going to wake up in 12 months and go ‘oh my gosh.’"

(0:14:48) - AI in Audio Production Debate

Ross discusses the AI tools he uses in his studio, and Sara outlines the difference between using AI to improve content versus creating it. “What I don’t necessarily do,” she explains, “is use AI to the degree that some people do for content creation. I’ll do it for ideas, but kind of like what was said before, it’s still about those genuine stories.” We discuss the role that human stories and perspectives play in guiding AI content and the challenge of “AI proofing” the next generation. “I stress, with the people that I work with and myself,” Chris tells us, “to be excellent... at what you do, and I don’t care if it’s pest control or if it’s AI generation or if you’re a shoe salesman doing a podcast.”

(0:28:22) - Embracing Creativity and Standing Apart

As the first half of the discussion comes to a close, Chris shares his thoughts on the future of chatbots. “AI is eventually going to be like electricity,” he says. “It’s just going to be there and it’s just something that you’re going to have to incorporate in whatever you’re doing. And don’t be afraid of it.”

Episode Summary

The panelists discuss sonic branding, social media, and the importance of video content.
AI technology’s role in podcast production and assisting in content creation.
Embracing the future of AI, from clone voices and ChatGPT to AI sound production.

Tune in for part two of our Clubhouse discussion as we discuss some of the tell-tale signs of ChatGPT writing, Larry’s recent human-AI hybrid book and the process behind its creation, and we hear from a listener who’s running a successful AI podcast: script, show notes, and even the host.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

AI and its Impact on Audio Quality: A Conversation with Jamie Muffett - Part 2

Wed, 10 Jul 2024 06:00:00 -0400

“Specifically as it relates to voiceover, that was, the whole industry has shifted hugely, as you know, and it has democratized the industry a huge amount, which is, you know, I appreciate. You know, some people made a lot of claims about their studio when COVID first happened, and it wasn’t true. And so they would go on to live sessions, and there were dogs barking, and the neighbor revving their engine, and people mowing their lawn. And these, it wasn’t usable and, and so a lot of people were scared of hiring anyone from home, then a lot of producers [were] like ‘oh no It has to be in-studio.’ Now I think we’ve reached an equilibrium where everyone’s kind of figured it out. ‘Oh, you know the pros have figured it out.’" -- Jamie Muffett

This episode is the second half of my conversation with renowned voiceover artist, podcast producer, and RPS founder Jamie Muffett as we discuss how the pandemic and machine learning have reshaped the audio industry, the advantages of AI when it comes to everything from research to sound editing, and what the latest voice-cloning breakthrough has in common with 1960s record deals.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Business of Voiceover Events and eVOcation

Our discussion continues as Jamie tells us about the challenges of founding the voiceover business conference eVOcation just before the start of the pandemic. “It was so weird that there was no New York event other than, like for audiobook people,” he recalls. “And so we found out why: because it’s really difficult.” We talk about how the event evolved through the lockdown and became a lifeline for its very first participants.“I think that was kind of what kept me sane while I was locked in the house,” he says. “We’ve had in-jokes from that event that have carried through even until today.”

(0:07:48) - Impact of AI on Voiceover Industry

The topic turns to machine learning and its expanding role in everything from writing content to composing music. “I think everyone is just throwing everything at the wall right now, and just seeing what’s going to stick,” Jamie says, “and I don’t know what is going to stick, you know, in terms of that permanent change.” He shares his own experience with AI tools and we discuss how much of an impact generative content might have in the long run. “There’s going to be a market for all of the above where the content doesn’t really matter and never really mattered,” he explains. “I use this example, [it’s] like when microwave dinners came in and restaurants were quaking in their boots.”

(0:19:30) - AI in Music, Podcasting, and Editing

“The more AI video and pictures and text that goes out into the world,” Jamie remarks as we talk about the future of AI development, “the more it’s feeding into itself. So, you know, who knows where it’s going to go? It might even get worse because it’s using itself as source material.” He shares a before and after AI audio clip that reveals its startling potential as a sound editing tool, and the variety of uses he’s found for ChatGPT in his production schedule. “It’s not necessarily doing something I couldn’t do myself or couldn’t figure out,” Jamie says, “but half the time it’s just quicker to do that.”

(0:25:08) - Busy Life of a Voiceover Professional

As we wrap up our conversation, Jamie shares some of his upcoming projects, including his work with the star of Netflix’s new series Ripley. “Today I’m producing an episode of Backstage’s podcast with Dakota Fanning that we’ve got coming out on Thursday,” he explains. “We interviewed her a couple of weeks ago [and] she’s lovely.” He tells listeners how they can get in touch with him, and talks about what he’s working on right now: “doing the auditions, doing the sessions, of course, and trying to figure out time to spend with my wife and have dinner, and sleep every now and again.”

Episode Summary

The story behind eVOcation’s launch and how COVID-19 brought its attendees closer.
A demonstration of how AI can transform audio, and its emerging role in voiceover.
Jamie’s firsthand experience with AI audio tools, their strengths and limitations.
His upcoming work with podcasts, interviews, and how listeners can reach out to him.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Journey from Music to Voiceover to Podcasting: A Conversation with Jamie Muffett - Part 1

Wed, 03 Jul 2024 06:00:00 -0400

“There was one we did a few years ago. This was while COVID was going on and it was with Nicolas Cage. And he was such a surprising guy. I mean, we all know, kind of… He’s an unusual fella. His films run the gamut really, and stylistically and genre. But he showed up early to get the tech right. He was super chatty. I always gauge, like, how someone is based on how they work with me because I’m not the host of that show. And if they’re sort of friendly and helpful and wanting to get things right with me, it’s usually a good sign that they’re, you know, not just there for the glory of being on the show.” -- Jamie Muffett

After twenty years of experience as an audio engineer and podcast producer with millions of downloads, as well as a successful voice talent and lead producer, my next guest founded RPS, a boutique podcast production company that turns the spark of an idea into compelling, beautiful-sounding podcasts. He’s worked with such companies as HBO, Warner Brothers, Google, NBC, Backstage, and National Geographic, helping them to create captivating and engaging audio content that resonates with audiences. His production clients include the likes of Nicole Kidman, Hugh Jackman, Sir Patrick Stewart, Natalie Portman, Janelle Monáe, and many more.

His name is Jamie Muffett and not only does he craft incredible-sounding podcasts, he also co-hosts VOcation, a voice conference about the business of voiceover. You may also recognize his voice from his narration of the TV show Bondi Vet and some of its spin-offs. If you’re interested in podcasting, voiceovers, or sound in general, you’re going to get a lot from 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 and what the newest audio chats will be about. 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.

(0:00:00) - From Music to Podcasting

As our conversation starts, we talk about Jamie’s early memories of sound and what inspired him to become a musician and voice artist. “I think probably the first memory of sound that moved me was hearing ‘Imagine’ for the first time,” he says. “Obviously it’s a great song, it’s an iconic song, but as a kid, I’d never been exposed to creativity like that before.” We discuss the early days of digital workstations and cassette recorders, and how Jamie’s career shifted to podcasting. “I was so focused on voiceover and music,” he recalls, “and as music drifted away and production drifted away, I started sort of leaning more into podcasting, because it’s sort of a combination of those two worlds.”

(0:10:33) - Podcast Production and Audio Branding

Our conversation turns to some of Jamie’s most memorable production moments, such as helping Nicolas Cage prepare for an interview. “I always gauge, like, how someone is based on how they work with me,” he explains, “because I’m not the host of that show, and if they’re sort of friendly and helpful and wanting to get things right with me, it’s usually a good sign.” We talk about his podcast production company RPS and how it all started with a suggestion from his wife. "‘Why don’t you just put it under a banner,’” he recalls her saying. "‘Create a company that you can put it all together, you can highlight all the different shows that you do and, you know, maybe grow that thing as its own thing.’"

(0:24:01) - Podcasting and Work Updates

The first half of our interview comes to a close as Jamie talks about his role as the narrator of Bondi Vet and Vet on the Hill, and about a heartwarming podcast he just recently produced. “They wanted to create a podcast,” he says, “where a sort of older generation was sort of giving advice to a younger generation, and it’s the most adorable podcast you’ll ever listen to in your life.” He tells us about his upcoming projects, and what he’s working on right now. “We’re in the middle of the planning phase for our conference,” he explains, “which is coming up, you know, a couple of weeks’ time, and we’ve got a virtual conference coming up in September. So any time we’re chatting, it’s work.”

Episode Summary

Jamie’s early musical memories and his journey through piano, drums, and the guitar.
Working with Nicolas Cage, Bondi Vet, and a crocodile with a taste for lawnmowers.
Jamie’s upcoming projects, including the upcoming podcast The VA Breakfast Show.

Tune in for part two of my chat with Jamie as we talk about the origins of the voiceover business conference eVOcation, Jamie’s experiences with AI-assisted sound editing and digital compositions, and which creative industries he foresees being hit the hardest by machine learning.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

How to Improve Your Podcast Audio to Engage Listeners: A Conversation with Chris Stone - Part 2

Wed, 26 Jun 2024 06:00:00 -0400

“People are actually tuning in from their phones or, like, listening on Spotify or whatever while they’re shopping. And they actually measured how conscious people were of what they were spending. So yeah, it’s just really fascinating. It influences us in so many ways that I don’t even think we’re conscious of.”

“Oh, absolutely. I totally agree with that 100%. You know, they play music at sporting events, they play music, you know, virtually everywhere you go. It’s a component of everything. You just have to stop and listen to really be able to identify it. And yeah, now it’s got me wondering if I’m getting music piped into places I’m walking in. ‘Why am I so hungry right now?’ You know? ‘Why do I want to have pancakes?’" -- Chris Stone

This episode is the second part of my interview with longtime podcast producer, podcast host, and live streamer Chris Stone as we talk about the versatility of podcasting, some of the most memorable interviews he’s produced, and how sound impacts our lives in some surprising ways.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Impactful Podcast Episodes and Audience Engagement

The second half of our interview begins with some of Chris’s most memorable podcast productions, such as a powerful interview with author and Afghan veteran Thomas Schueman. “We got some feedback from that show,” he says, “that, really, you could tell people were impacted by that and it kind of made us change a little bit of the direction of the show.” The conversation turns to the versatility of podcasting and the importance of planning ahead, even when the episode itself is unscripted. “I think there are people that need to understand,” he explains, “like, if you want to take this seriously, you have to, you have to, you know, be excellent. And that means you know, have a pre-call.”

(0:12:00) - Podcast Episode With Bret Michaels

We talk about another unforgettable interview he produced with musician Bret Michaels and the challenge he faced of working around Bret’s demanding tour schedule. “I had to route him in through my mixer,” Chris tells us, “and kind of pull him in and I was, like, spinning plates and doing all kinds of wild stuff here to just kind of get him in. Well, we got him in and it was a fantastic interview.” Our conversation turns to his earliest memories of sound, and his dad’s passion for the trumpet. “You know, music is just in my DNA,” he says, “it’s just a part of everything. It’s why I got in the music business, why I started playing bands, it’s… it’s really why I do everything.”

(0:18:05) - The Power of Sound in Podcasting

Chris shares his thoughts about what makes sound so important in our daily lives, and its hidden value in podcasting. “No one listens to an audio podcast because it sounds so good, right?” he explains. “They listen to an audio podcast because of what you’re delivering to them, and no one is going to receive what you’re delivering if they can’t hear you clearly and understand you.” We also discuss how sound is used to influence everything from social media to shopping decisions. “They play music at sporting events,” Chris tells us. “They play music, you know, virtually everywhere you go, it’s a component of everything. You just have to stop and listen to really be able to identify it.”

(0:25:23) - Updating Website to Represent Business

As the episode comes to a close, Chris tells us what he’s working on right now, from upcoming projects to his redesigned website, and how people can get in touch with him. “What I’ve been focused mostly on,” he says, “is serving my clients better. I’m always looking to improve the skills in live, remote production, in audio and video production, and scaling it up. I’ve got a team of folks that work with me now and it’s really just focusing on making that business better and scaling it up.”

Episode Summary

Chris’s most memorable podcasts and the value of behind-the-scenes preparation.
His work on interviewing rock icon Bret Michaels and early memories of sound.
Music and sound’s impact on our lives, from personal connections to consumer behavior.
How to get in touch with Chris, his latest projects, and revamping his website.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Why Podcast Sound Quality Matters and How to Improve Yours: A Conversation with Chris Stone - Part 1

Wed, 19 Jun 2024 06:00:00 -0400

“An intro video needs to let people know, ‘Hey, this is who the show’s for, and this is what you’re about to see, what you’re about to witness.’ And that audio is a huge component of it. It has to really, just, it has to just feel right. There’s really not a way to explain it, even though that’s kind of my job here on a podcast is to explain it. But it has to feel like, ‘Oh, wow, this,’ without saying, ‘Oh, I really love the beat here,’ or ‘I love this guitar solo here.’ It just has to all just blend together, to kind of say, ‘Okay, boom, the show’s about to start. And this is for me.’" -- Chris Stone

In the world of podcasting and live streaming, Chris Stone stands out with over twenty-five years of experience in the music industry. Chris’s journey began with the transformative power of his co-hosted podcasts, which propelled him to help others achieve success in creative, financial, physical, and spiritual aspects. Since then, he’s founded Cast Ahead, a consultancy that empowers entrepreneurs, influencers, thought leaders, and businesses to amplify their stories and extend their reach.

His expertise extends to producing content for prominent speakers, developing and producing podcasts like Sales Influence and The Big Ticket Life, and co-hosting the Amazon Live show Dealcasters alongside Jim Fuhs. This show has become a trusted authority in live video and podcasting, and Chris’s belief that everyone deserves to be heard drives his mission to integrate podcasting and live streaming into business strategies, thereby educating and attracting a broader audience.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Podcast Community and Production Insights

We start the conversation off with a look at Chris’s work on Cast Ahead and simplifying the podcasting process, as well as the secret to an impactful intro video. “Most people,” he says, “they want a podcast, but they just want to be able to show up, turn on their cameras, flip their microphone open and do a show, and that’s what we do for them.” He tells us about his “station identification” approach to intros and why the opening moments of a podcast are critical, and the often-overlooked value of a podcast in networking with guests and the audience. “The most underrated component of podcasting is the ability to network,” Chris explains. “You know, and I think totally a lot of these people, like you said, [who are] smarter than you, smarter than me, [that] I just can’t believe I’ve had on our show.”

(0:10:53) - The Importance of Audio Quality

Chris shares his process for finding the right music for a podcast, and how he incorporates both the host and brand into his decision. “He’s got a belt buckle,” he says about one podcast client, “he drives a truck and, you know, he serves a very particular type of entrepreneur and business leader, and so I’m not going to put something that sounds like Taylor Swift underneath his intro video.” We discuss how bad audio is costing celebrities their listening audience, his advice for boosting sound quality in a home studio environment, and the process of choosing the right recording equipment. “There are some people that it’s all about how it looks,” he explains, “which is fine, but you got to make sure it sounds good too. You can have the prettiest microphone in the world and it could sound like hot garbage.”

(0:24:56) - Importance of Sound Quality in Podcasting

The first half of our interview comes to a close as we talk about the difference headphones make when it comes to sounding your best, and why echo cancellation is no substitute. “I think that’s a good little thing to have on there,” Chris tells us. “It’s like listen if you’re serious about this, you need to have headphones, and if you don’t show up with any, you’re kind of wasting both of our times.”

Episode Summary

Chris shares his insights on audio branding and live video endeavors in podcasting.
How understanding the audience and integrating sound design early enhances impact.
Why sound quality, the right environment, and the right equipment are crucial.

Tune in for part two of my conversation with Chris as we discuss the interview that changed the direction of his podcast, the hidden influence of sound in our everyday lives and shopping habits, and the surprise outcome of one podcast client’s interview with guitarist Bret Michaels.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Sell Your Brand with Effective Storytelling: A Conversation with Mark Wonderlin - Part 2

Wed, 12 Jun 2024 06:00:00 -0400

“I think the biggest mistake most people, most businesses make when they go into that project is they think it’s a story about them, but the reality is it’s a story about your customer and how you help them in their story. And that’s the way we try to frame it. With the narration, with the visuals, with the music, from the story. It’s really trying to connect with that viewer on, ‘What is the problem you’re having?’ Why are you reaching out to this company in the first place? What has piqued your interest?” -- Mark Wonderlin

This episode is the second half of my interview with business filmmaker, marketing expert, and Mosaic Media Films founder Mark Wonderlin as we discuss the importance of storytelling when it comes to video marketing, the different social media strategies for local versus global marketing, and about Mark’s philosophy that “the most expensive video is the one that doesn’t work.”

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 and what the newest audio chats will be about. 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.

(0:00:00) - Different Types of Marketing Videos

The second half of our conversation starts as Mark shares his memories of a powerful video he recorded about a cancer patient, and the crucial role sound played in bringing her story to life. “I worked on this project personally,” he recalls, “and, you know, still to this day, like seven years later, I mean, it’ll bring tears to my eyes.” We discuss the two kinds of marketing videos, brand promos and testimonial videos, the different approaches he takes to each one, and how social media has upended some of the old rules. “The thing about TikTok,” he says, “is that people’s attention spans are just getting shorter and shorter and shorter because there’s just so much content out there.”

(0:09:26) - Digital Marketing and Social Media Strategy

We also talk about how Mark’s social media strategies can vary depending on both the company and their customer base. “So, like a B2B company is not gonna really perform really well on Facebook,” he notes, “just because of the pool of the audience there, whereas a B2C company will do better because they’re consumer-based products.” He explains the different approaches between social media videos and more traditional advertising campaigns, as well as what they have in common. “It’s just a matter of the targeting,” Mark explains. “So the better you’re targeting, the better you’re going to be.”

(0:19:53) - The Impact of Sound in Media

Mark also shares his thoughts about the explosion of AI in the industry, particularly AI voices and how commonplace they’ve become on social media lately. “There’s this one AI voice company I’ve heard,” he recounts, “and it’s weird because they were showing samples of it, like, on a podcast or a YouTube video, and I hear that voice all the time now on YouTube.” We discuss whether virtual voiceovers can save a client money, and why he thinks human artists shouldn’t be written off just yet. “You save money on the front end,” Mark says, “but you’ll lose on the back end because people are just bouncing. They’re leaving because they’re turned off by the non-professionalism of the brand.”

(0:27:34) - Creative Design Project Storytelling

Our conversation comes to a close as Mark shares his thoughts on why sound is so important to business branding, and gives us a peek into some of his upcoming projects, such as a client’s work on an outdoor escape. “From a visual perspective,” he says, “it’s going to be a lot of fun. From a story perspective, it’s going to be a lot of fun, and then from, like, a sound design perspective, it’s going to be fun because it’s outdoor.” He also tells us how listeners can get in touch and about the free tools on his website. “You don’t have to put in your email,” he adds. “If you just want information about video and want to learn more on how it can help your business, it’s a great, great place to start.”

Episode Summary

The power of testimonials and how social media is reshaping our viewing habits.
How a brand’s audience and market can play a pivotal role in its social media strategy.
The arrival of AI voiceovers and whether they can replace human voice talents.
Mark’s upcoming projects and the tools, videos, and quizzes offered on his website.

Connect with the Guest

Website: https://www.mosaicmediafilms.com

Mark has an array of free educational content, quizzes, and checklists here: https://mosaicmediafilms.com/resources

Connect with Mark Wonderlin on LinkedIn: https://www.linkedin.com/in/markwonderlin/

Follow Mark Wonderlin on Facebook: https://www.facebook.com/mosaicmediafilms/

Follow Mark Wonderlin on Twitter: https://twitter.com/MosaicMediaFilm/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Audio Branding and its Impact on Consumer Recall: A Conversation with Mark Wonderlin - Part 1

Wed, 05 Jun 2024 06:00:00 -0400

“I think a part of that is because, you know, 75% of people, like, on Facebook, will not listen to sound, so they don’t really equate it as much, or they don’t understand the value of it. However, sound is very, like, people are very unforgiving when it comes to sound. So people take in 50% of the experience through sound and that’s a combination of, like, music, narration, sound design elements, and if you can’t hear what the person’s saying when you’re watching it, people will turn it off right away.” -- Mark Wonderlin

My guest this week is the driving force behind Mosaic Media Films, and he brings more than expertise in video production – he brings a strategic marketing mindset. What sets his company apart is the unwavering focus on the marketing side of video content: he collaborates closely with clients, delving into the sales and marketing strategies of their businesses. This understanding allows him to create videos strategically tailored to drive traffic and boost sales.

His name is Mark Wonderlin, and our discussion will range from hints on how to get the most out of longer-form content and where sound plays a part in the marketing and production of a great video to how best to use sound to sell, all while remaining authentic to your brand.

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 and what the newest audio chats will be about. 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.

(0:00:00) - Sound in Video Production

We begin the episode with Mark’s earliest, most influential memories of sound, from playing basketball with his childhood friends to R&B groups like Boyz II Men and P.M. Dawn as a teenager. “I remember having the cassette player, listening to those cassettes, driving in my parents’ minivan,” he recalls. “Whenever I hear those songs it’s super nostalgic.” Our conversation turns to how he first got into video production, the unconscious impressions that sound design creates, and the challenge of keeping viewers engaged on platforms like TikTok, where you might have just a few seconds to make an impression. “I’m a big proponent of documentary filmmaking,” Mark adds. “Depending on the brand, it’s really good to just have that one-to-one narration directly connecting with the prospect.”

(0:15:44) - Importance of Audio Branding Consistency

The discussion shifts to audio branding and the role it plays in video production, from including musical motifs and sonic logos to keeping the same voice talent for a more consistent audio brand. “They’ll use a campaign,” Mark says about auto companies, “and use the same voice throughout because it creates that feeling and emotion they want to invoke. Is it a male voice that’s really gritty? Is it a female voice that’s really soft and trusting?” We also talk about resisting the temptation to shake things up for the listener. “I think another mistake that companies typically make,” he explains, “usually smaller businesses, is the importance of consistency in branding. Because they’ll get tired of it and they’ll just want to change it. But to new prospects, they’re seeing it for the first time.”

(0:19:59) - Effectiveness of Sonic Branding

Mark also talks about the hidden work that can go into fine-tuning a voiceover performance, and what he’s learned about it from the production side. “It was interesting for me,” he says, “because I was in my twenties at the time and I’d never had exposure to voice talent or an agency and I remember being on the phone and the voice talent was there with the agency and he would say that tag like fifteen different ways.” As we wrap up the first half of our conversation, he adds “I don’t think people understand the actual talent and skill that goes into changing the inflection of your voice. When it comes to voice talent and like what goes behind, actually, before you actually hear it.”

Episode Summary

The music that stirs Mark’s memories and sound’s crucial role in video production.
Audio branding and the value of consistency, from sonic logos to voiceovers.
Some of the common mistakes businesses make when it comes to social video.

Tune in for part two of my chat with Mark as we talk about the pitfalls of testimonial videos and the different strategies that social media calls for compared to traditional websites, along with his thoughts about the rise of AI voiceovers and whether they might end up costing more than they save.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Power of Healing Through Music: A Conversation with Jonathan Taylor - Part 2

Wed, 29 May 2024 06:00:00 -0400

“The piano is the same way. The piano has a hammer that goes like that on the string. The harpsichord has a pintrip that is plucked, all right? What do you do on the guitar? You actually pluck the string or hit it like a hammer in a way. So, in a certain way of thinking, the guitar is not the stringed instrument that everyone thinks it is. On the other hand, what makes the guitar so difficult? The double stops, the triple stops, quadruple stops.” -- Jonathan Taylor

This episode is the second half of my conversation with musician and international concert artist Jonathan Taylor as we discuss the healing power of music, composing cinematic guitar compositions, and the surprising reason why the guitar might not be a string instrument after all.

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) - Power of Sound and Space Exploration

As the second half of our discussion begins, we talk about his chance meeting with the head of JPL during a music tour flight. “So we were talking,” Jonathan says, “and I didn’t rail at him, but I said, ‘You know, NASA really blew it.’ And he goes, ‘What? excuse me, sir?’” He shares more of his thoughts on the Space Race and what being a musician has taught him about holding onto an audience. “Even after two landings on the moon,” he recalls their conversation, “the viewership went like to nothing because everyone was bored. I said, ‘Well, you have to have a new project.’”

(0:05:57) - Power of Healing Through Music

Jonathan also recalls the places and events that made the deepest impression on him, including one listener at a concert whose life was literally transformed as a result. “A man had come into the auditorium,” he remembers his manager telling him, “and he was going to kill himself and he was on the brink of suicide, and he heard the concert and he decided not to kill himself.” We talk about sound’s power to reach out to people in unexpected ways, and he shares his thoughts on why the guitar isn’t necessarily a string instrument, or, at least, isn’t exactly played like one. “In executing a passage on the guitar to that exploding sound that you hear,” he says, “people ask, ‘How do you create that?’ And my answer is. ‘I release the energy.’ But it’s not enough for me to just tell you that.”

(0:18:55) - Music and Filmmaking With Jonathan Taylor

As our conversation comes to a close, Jonathan reminds us once more of the new app he’s released, which you can find a link to at the bottom of this page. “I forgot to tell you,” he jokes, “I forgot to mention that, I don’t know what’s the matter. I’m forgetting so many things.” We discuss sound’s power in our everyday lives, and how music transcends both art and science to connect us to ourselves and each other. “I don’t know and I don’t claim to know,” he says, considering the depth of our connection to sound, “but I can say this, that without music, I think life would be way worse off.”

Episode Summary

Jonathan’s chance encounter with the head of JPL and his thoughts about NASA.
Music’s healing impact and his philosophical approach to sound production.
The transformative power of sound, how to reach Jonathan, and his new, free app.

Connect with the Guest

Website: https://jonathantaylor.app

https://new.express.adobe.com/webpage/5R2b8Hv3U7p4r?

Follow Jonathan Taylor on YouTube: https://www.youtube.com/channel/UChJvadwu2bYXvzX6cs9MshA

Connect with Jonathan Taylor on LinkedIn: https://www.linkedin.com/in/jonathan-taylor-classical-guitar/

Follow Jonathan Taylor on Facebook: https://www.facebook.com/jonathan.taylor.921/

Follow Jonathan Taylor on Instagram: https://www.instagram.com/JTclassicalguitarmastery/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Musical Journey of Guitarist Jonathan Taylor: A Conversation with Jonathan Taylor - Part 2

Wed, 22 May 2024 06:00:00 -0400

“And so the concert comes, and, about the ending piece of the concert. I didn’t know who I was. All that vanity and ego, ‘I’m a classical musician,’ all of that stuff, those labels go right out the window. And why is that? Because it’s down to survival time now.” -- Jonathan Taylor

This episode’s guest is a California native who’s currently representing the U.S. as an American Cultural Specialist in South America and the Caribbean. He’s performed sold-out concerts for such luminaries as UN delegates, American ambassadors, and foreign heads of state. During his formative years in the 1970s and ‘80s, he studied music at Chapman University and was head of the music department at the Newport Institute of the Arts in Southern California. He’s known for his virtuosity and unique transcriptions and has performed extensively throughout Europe, North and South America, and Asia. He was one of the very first artists to record digitally back in the early ‘90s and he’s set about creating a catalogue of over three hundred tracks. His music is streaming worldwide on iTunes, Spotify, Pandora, Amazon Music, Sirius Radio, and most streaming services everywhere.

His name is Jonathan Taylor, and our two-part discussion is a must-listen for anyone interested in the power of sound – and particularly the power of music. Prepare to be inspired!

(0:00:00) – Musical Journey and Touring Adventures

The episode starts off with a look back at the start of Jonathan’s musical journey, and the grandmother who played the organ for silent movie productions. “Those things,” he says, “I’m sure, influenced me, and I started picking out tunes, you know, on the ukulele, because the guitar would have been too big for my fingers at that age.” He talks about the challenge of mastering, rather than just being proficient at, music, and the difficult promise he made to himself at age fourteen to truly master the guitar. “It is saying that you have made an oath to yourself,” he explains, “which is the only oath anyone can really make, and that it is going to require tremendous labor and work and discovery.”

(0:16:51) – Jonathan’s Encounters Around the World

Our conversation turns to the tours he’s been on all over the world, and how it’s broadened his perspective as a musician and as a person. “Once one steps out of the door of their domicile,” Jonathan tells us, “something will happen because you are now out into the world.” We talk about some of the famous people he met while touring in India and one memorable occasion at an ambassador’s house when music and politics made for a dangerous mix. “I was asking him things like, ‘Why are we here?’” he recalls. “And he says he can lob a nuke into Pakistan. I go, ‘That’s a good reason.’"

Episode Summary

Jonathan’s musical journey, from his grandmother’s influence to mastering the guitar.
His experiences in India and how a local dish led to a literally hallucinatory performance.

Connect with the Guest

Website: https://jonathantaylor.app

https://new.express.adobe.com/webpage/5R2b8Hv3U7p4r?

Follow Jonathan Taylor on YouTube: https://www.youtube.com/channel/UChJvadwu2bYXvzX6cs9MshA

Connect with Jonathan Taylor on LinkedIn: https://www.linkedin.com/in/jonathan-taylor-classical-guitar/

Follow Jonathan Taylor on Facebook: https://www.facebook.com/jonathan.taylor.921/

Follow Jonathan Taylor on Instagram: https://www.instagram.com/JTclassicalguitarmastery/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Insights for Succeeding in Today's Music Industry: A Conversation with Carl Bahner - Part 2

Wed, 15 May 2024 06:00:00 -0400

“The way to get your rates up is to make them realize that you’re like the supply, and demand works in your favor if the supply is one, right? If you’re the only person doing this thing, not the only person mixing, not the only person doing, I don’t know, a Scottish Gen Z accent, I don’t know what the equivalent would be. It’s not just the only person doing that service, it’s the only person doing that service but from your set of experiences and perspectives, people are a lot more willing to pay for that. Because they’re not just getting your unique taste, your unique, like, approach to it, but it’s the peace of mind, knowing that you’ve got their back.” -- Carl Bahner

This episode is the second half of my conversation with musician, mix engineer, and sonic wizard Carl Bahner as we talk about the true purpose of music producers, the importance of enthusiasm when it comes to branding, and what it takes to succeed in today’s post-Spotify music industry.

(0:00:00) – Artist’s Guide to Music Business

The episode begins with Carl’s biggest piece of advice for up-and-coming artists: “Know what you’re signing up for.” As he puts it, record labels are in the business to make money, not to necessarily make things easier for the band. “They think that having a label is going to solve all their problems,” he says. “They can just be themselves, do what they want, and everybody has to listen to us. And that’s not how business partnerships work.” We talk about building your brand and professional relationships, and being recognized for what you have to offer. “It’s not about changing who I am to try to fit what I think that they want,” “he explains. “It’s just saying, okay, the people that are going to find the most value in what I do are going to find the most value in who I am and why I do what I do.”

(0:13:07) – Pricing Strategy for Creative Freelancers

We discuss finding your passion as a freelancer and the importance of bringing that sense of enthusiasm and genuine interest into each project. “What is it,” Carl asks, “that I just absolutely have the most passion, just, like, pouring out of me when I’m doing it, and then ask yourself, okay, well, if there’s a market for that.” He shares what he’s learned about the value of networking and building a reputation for reliability and trustworthiness, and the new role of music in today’s digital gig economy. “Your music is no longer the product or thing that you create,” he says. “Your music is advertisement for you. The music that you make on social media, it’s the music that you make and, like, a social media post that you make to promote it. The music itself is not going to pay the bills.”

(0:29:55) - Navigating the Modern Music Industry

Carl emphasizes that, in a world of streaming audio and online platforms, a career in music has to offer fans something more than tracks and albums. “You have to do social media,” he explains, “and you have to do concerts like merchandise, and live events like the experience, like the tangible things and the experiential things are where the money is.” We discuss the process of building a community and engaging with fans, and Carl shares how listeners can find him online. “Come say hi,” he says. “I don’t bite. It’s physically impossible to bite somebody through Instagram. I’ve tried.”

Episode Summary

Carl’s advice on navigating the music industry, self-promotion, and networking.
The value of interpersonal connections, trust-building, and building a fan community.
Selling a brand and an authentic experience in the streaming-music industry.

Connect with the Guest

Website: http://www.carlbahner.com/

Connect with Carl Bahner on LinkedIn: https://www.linkedin.com/in/carlbahner

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Turning Passion into Profit in the Music Industry: A Conversation with Carl Bahner - Part 1

Wed, 08 May 2024 06:00:00 -0400

“It was when I started figuring out, without knowing what it was called, because I also didn’t have any marketers in my life growing up. But when I was finding gigs for myself when I was the freelancer, mercenary, playing with a bunch of different people, I had to learn what these people are looking for. How do I figure out how to let them know that I can be the good fit for them? How do I find the people that I think I’m going to be a good fit for? And how do I convince them that I’m a good fit for them? Which is ultimately what the personal branding is.” -- Carl Bahner

This episode’s guest is a mix engineer, educator, and a brand strategy super-nerd on a mission to help artists and producers make great songs and help other studio pros attract ideal clients. Hailing from rural Pennsylvania, he’s made a name for himself internationally as a team-builder and sonic wizard, focusing his boundless enthusiasm on playful, memorable, vibrant music. Working with artists like The Wombats and Hippo Campus, he’s proven highly adept at producing earworms tailored to fit like a favorite T-shirt. But don’t be fooled by his youthful energy – he’s a seasoned pro who’s toured extensively and opened for major acts like Walk The Moon and Charli XCX.

In addition to mixing and production, he hosts the podcast Thanks For Thinking and is a passionate educator when it comes to sharing industry knowledge through content creation: he recently released an online course called “Communicating The Care” that’s aimed at helping studio pros clarify their perspectives and connect with ideal clients seeking meaningful collaborations.

His name is Carl Bahner. and this discussion will challenge the myth of the starving artist and give creatives some comprehensive steps to make sure they get paid what they’re worth.

(0:00:00) – Early Musical Memories and Instrument Exploration

We start things off with a look back at Carl’s early memories of sound, or, in this case, the new memories he’s creating with his six-month-old daughter. “That’s way better than my early memories,” he jokes, “which is probably just listening to Sandi Patty cassette tapes in my mom’s car or something.” Carl shares his journey through music, from the piano to the clarinet, and how he discovered the guitar. “What drew it to me is,” he explains, “or drew me to it, was the fact that there was so much more variation in what you could do with it – and, I think, a lot more exciting possibilities.”

(0:12:55) – From Trumpet to Percussion

Carl shares with us his journey from a responsible small-town family to a college musician, with some unexpected detours along the way. “I went to college,” he recalls, “starting out as a trumpet major with the expectation of getting into an orchestra, which I’d never actually had any experience playing in because we didn’t have an orchestra.” He tells us about his experience as a “mercenary” drummer and what he learned from playing with such a wide variety of bands. “There were,” he says, “some months where I would be playing, I think it was 2011... I had twenty-one performances with sixteen different groups in one month. So that’s, like, sixteen different sets of music to learn.”

(0:21:23) - Musical Exploration and Personal Branding

He goes on to tell us how he became a member of the indie pop band Cheerleader, and the world of difference between playing with a band and being in one. “When I joined that band,” he says, “it was a very abrupt shift, because I went from playing, you know, 150 shows a year with dozens and dozens of different artists, to really focusing on just being in one band. That’s a pretty big shift.” We talk about what managing the band’s social media accounts taught him about networking, making connections, and turning passion into profit, and about the fly-on-the-wall perspective that being in Cheerleader offered him. “I auditioned for a band that was already on its way,” Carl explains, “with a lot of the ducks in a row, so I got to see firsthand how record labels interact with artists.”

(0:32:10) - Lessons From Indie Label Experience

Carl shares more of his insights into the relationships between record labels and artists. “We were on a label called Bright Antenna,” he says. “They were super supportive, really creative, really supportive of the creative process as well, which is a bit of a rarity to have creative support and financial support. Usually it’s one or the other.” He shares how much he learned from the experience and what it taught him about the recording industry: “I learned a lot about how to how to be an artist, how to be a business professional, like a music business professional, and how not to.”

Episode Summary

Carl’s early memories of sound and how he’s sharing them now with his daughter.
His musical journey from high-school trumpet to college indie pop.
The networking lessons Carl learned as a mercenary drummer and session player.
His experiences with both the band Cheerleader and the recording industry.

Tune in for part two of my conversation with Carl as we talk about things not to do when it comes to being a recording artist, how to ask for what you’re worth when it comes to creative work, and Carl’s quick tips for musicians who are looking to build a career in the digital era.

Connect with the Guest

Website: http://www.carlbahner.com/

Connect with Carl Bahner on LinkedIn: https://www.linkedin.com/in/carlbahner

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Sound Of Shopping: How Music Influences Our Spending Habits

Wed, 01 May 2024 06:00:00 -0400

When you think about shopping, what sound comes to mind? It might be the carts rolling up and down the aisles, or maybe the beeps of the scanners when you’re standing in the check-out line. Music might not be the first thing that crosses our minds, but it’s almost always in the background of our shopping trips, and it can have a surprising impact. From how long we stay in the store and how much we spend while we’re there to how we feel about it afterward, sound plays a pivotal, and often unnoticed, role in our purchasing decisions that we’re still working to understand.

If you think about it, using music to change the way we think and feel about an experience isn’t all that surprising. Whether we’re soothing babies to sleep with lullabies or marching into battle with drums and horns, sound has always helped give shape and texture to our daily lives. In modern times, that’s meant music at work and out in public, such as the Music While You Work radio program that ran in the UK until 1967 or the “Muzak” that filled American department stores and elevators in the 1950s. But the science of sound has come a long way since those early days, and the commercial soundscape has become much more sophisticated. What does the latest research say about the influence of sound on our spending habits? Can sound even be used to turn us into more responsible shoppers?

During the heyday of elevator music and workplace radios, there was another famous – or, perhaps, infamous – approach to using sound as a marketing tool. That tool was subliminal advertising, and it only became possible over the last century, as vocal recordings and sound editing allowed secret messages to be layered beneath an audio track or “backmasked” into reversed snippets hidden within the melody. Those subliminal messages, the thinking went, could cause unsuspecting moviegoers to crave popcorn, or even turn ordinary teenagers into rebellious rock-and-roll fans.

The good news for free thinkers is that subliminal advertising never really worked that way. Reversed audio doesn’t create any sort of subconscious suggestion, and, while soft, layered words can leave a faint impression on listeners, it’s actually a weaker effect than just saying the words out loud in an ordinary commercial. If you’re curious about the rise and fall of subliminal audio, check out this short video from Cheddar about the fake study that started it all:

https://www.youtube.com/watch?v=DU-eUcXcaqk

We might not be able to use hidden messages to boost soda sales, but sound does motivate us as shoppers in ways that we hardly notice. Music can have a powerful effect on the brain, such as lowering our cortisol and stress levels when we listen to a soothing song, and a 2010 study found that music also releases dopamine in the brain. This came as something of a surprise to researchers, since it means music activates the same sense of innate pleasure as food, money, or even love.

Sound has a much deeper impact on us than we realize, and a UK study in 2022 showed that different genres of music lead to different behavior when it comes to shopping. Pop music motivates people to spend more and to make more impulse purchases: 37% more people were likely to try a new hairstyle in a salon that’s playing pop music. Other genres have their place, though, as 31% more diners ordered the most expensive menu items in a restaurant that played classical music. The only sound that didn’t have any upside for businesses is silence: according to a consumer survey conducted by Luxury Academy last year, 67% of shoppers would leave a store that isn’t playing any music.

Want to hear what shoppers think of store music? Here’s a short video by the Irish Music Rights Organization that interviews customers on the street, including a surprising number who make their shopping choices based on what they hear:

https://www.youtube.com/watch?v=IpMBIlpBgAM

The right music can inspire us to spend more, to spend impulsively, and to move through the store faster. But can it help us slow down and spend less? Can we craft a custom soundscape that makes us more frugal? This was the challenge one of my previous guests, Valentin Fleur of the sonic branding company Sixième Son, faced while composing Interac’s Sound Shopping music track. For those who aren’t aware, Interac is a debit card system here in Canada. The 12-minute medley uses a variety of sounds to keep the listener engaged, shifting back and forth between them while avoiding minor keys. As it turns out, minor keys spark a pensive mood, and studies have found that downbeat songs lead to more impulse buys as shoppers try to lift their spirits.

Interac’s customer surveys show that the track’s been a success, with Sound Shopping’s listeners reporting a threefold increase in a sense of peace and calm, and almost double the purchase satisfaction rate. As for the question of whether sound can inspire saving as well as spending, 64% of shoppers who listened to Sound Shopping reported pausing and considering their purchases.

If you’d like to learn more about the Sound Shopping audio tool, here’s a video clip that reveals more about it, and lets you hear some of the techniques it uses:

https://www.youtube.com/watch?v=Fb--Tds_0bQ

From boosting sales to inspiring makeovers, from elevating our mood to, as a famous Oxford study found, enhancing the flavor of fine wines, music has an astonishing variety of effects on our thoughts and behavior. Even when we aren’t paying attention to it, sound is woven into the very fabric of our lives, and we’re only beginning to understand its influence on the world around us.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

Collaboration, Technology & Music Production: A Conversation with Jeff Bohnhoff - Part 2

Wed, 24 Apr 2024 06:00:00 -0400

“If you take the, you know, Foley work and the soundtrack out of a movie and just show, you know, the film with just the dialogue, even a great movie, it just, it completely falls emotionally flat, right? It just it’s, you know, if George Lucas had not hired John Williams to do the score for Star Wars, it would probably be a little-remembered, B-grade science fiction movie that hardly anybody would even know. The music kind of glosses over some of the kind of tropey, pulpy shortcomings of the script. I mean, because the music is just majestic. It’s amazing.” -- Jeff Bohnhoff

This episode is the second half of my conversation with musician, audio engineer, and longtime producer Jeff Bohnhoff as we discuss his firsthand experience with Dolby Atmos music production, his collaborations with a wide range of artists, and both the past and future of audio technology.

(0:00:00) – Music Production and Collaboration Experiences

Our conversation picks up with Jeff’s work with Dolby Atmos in the studio, and how it compares with traditional stereo. “It’s like, ‘I guess it’s different, yeah,’” he describes listening to a remaster, “and then I went back to the stereo mix and then it was like, ‘oh yeah, now I can really hear the difference.’” We talk about his professional and personal collaborations, and the different expectations and styles that come with each new artist. “It’s interesting, though,” he explains, “working with different people, because, you know, when you collaborate with people, everybody has their own style.”

(0:07:35) – Album Collaboration With Folk Musicians

Jeff also talks about his collaboration with such acclaimed filk singers as Katy Dröge-Macdonald and Steve Macdonald of Twotonic and Dr. Mary Crowell. “The songs are so beautiful,” he says, “and the lyrics are really poignant and I just really felt like we were both kind of on top of our game for that album.” He shares snippets of such songs as “Jazz & Mai” and “I Put My Low Stat,” and we talk about the storytelling power of music, whether it’s about gaming, mythology, or even sci-fi blockbusters. “I’ve heard George Lucas in interviews,” Jeff says, “pretty much acknowledge that, when, you know, he first saw a cut of the film with the score, it was like, ‘oh wow, we have something here.’”

(0:19:33) – How Music Can Bring Us Together

We discuss how Jeff’s independence as a producer has given him more freedom to pursue passion projects and push his limits: “I mean, it’s one of the nice things about having my own studio is that I can afford to experiment.” He also shares how the pandemic’s three-year pause made a collaboration with Kathy Mar that began in 2017 seem more timely than ever.“ She had the idea,” he tells us,” to put together an album of songs to show how music can kind of cut through some of the polarization in society. So she wanted songs basically about the things that bring us all together.”

Episode Summary

The evolution of audio technology, from Atmos remixes to new artists and genres.
Jeff’s work with jazz singer & pianist, Mary Crowell and his ventures into funk and filk music.
The cinematic impact of music, Jeff’s current projects, and post-pandemic challenges.

Connect with the Guest

Website: https://www.mysticfig.com

Follow Jeff Bohnhoff on Facebook: https://www.facebook.com/jeffmbohnhoff/

Connect with Jeff Bohnhoff on LinkedIn: https://www.linkedin.com/in/jeffbohnhoff/

Musicians with samples of songs in this episode:

Heather Dale: https://heatherdale.com

Betsy Tinney: https://betsytinney.com/

Dr. Mary Crowell: https://marycrowell.bandcamp.com/

and of course, to Jeff & Maya themselves:

https://jeffandmaya.com/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Technology & the Evolution of Music: A Conversation with Jeff Bohnhoff - Part 1

Wed, 17 Apr 2024 06:00:00 -0400

“I know, like, Apple Music is offering that, so you don’t have to have anything but a pair of headphones in order to listen to most music. And it’s even possible on some computers. I know, like, Apple MacBook Pros, if you just play through the speakers in the computer, it’s astonishing. It gives it, it’s got DSP built in that, just, basically, it sounds like the mix is all around you. So, yeah. So that, wow, and none of those things are possible with, um, you know, the classic, you know, surround formats, which is one of the reasons I think that Atmos is going to probably, um, you know, catch on a lot more, more readily than those did.” -- Jeff Bohnhoff

This episode’s guest is a musician, audio engineer, and producer. He’s been performing and recording with Maya, his musical partner and wife, for over forty years, and he’s produced more than twenty albums for various artists. His name is Jeff Bohnhoff, and this week’s discussion about the power of sound and music, the changes in recording from analog to digital, and his thoughts about the future of audio with the rise of Dolby Atmos, make for a fascinating discussion. If you’re an audio engineer or just interested in where audio tech is taking us, this discussion’s bound to be inspirational!

(0:00:00) – Early Memories of Musical Influence

The conversation starts off with a look back at Jeff’s memories of sound, from the toy record player of his childhood to the rock albums of his teenage years. “I remember just kind of lying there,” he says, “and wishing to myself, ‘Man, I wish I could create something like that.’" He tells us about receiving his first guitar, and how, despite a rough start, it led to bigger and better things. “I wasn’t any good,” he recalls, “I was terrible. But I was stubborn, and then I saved up some money and bought a better guitar, and it just kind of went from there.”

(0:04:41) – A Musician’s Early Career

We talk about his first band and the chance meeting that led to both his second band and meeting his future wife, Maya. “We were doing a lot of cover songs,” Jeff tells us. “We were playing like Led Zeppelin, Deep Purple, Rush, stuff like that.” He explains how MIDI controllers had just begun to shake up the music industry around that same time, and how they sparked his fascination with early electronic music and digital audio’s ability to create true one-person performances. “I was doing electronic music,” he says, “but I wasn’t really doing what you would think of as electronic music. I was trying to recreate the sound of our band, or ex-band, in such a way that just the two of us could play.”

(0:12:39) - Evolution of Music Technology

Jeff talks about those experiments with MIDI and digital audio in the 1970s and the gap between what he hoped for and what the technology of the time could manage. “We started performing as a duo,” he says, “and our setup grew to be where I, you know, we had racks and racks of synthesizers, and we even had a MIDI-controlled light show.” We discuss how far audio technology’s evolved since those early days and how much there is to learn about both what it can do and where it might lead when it comes to music. “I try to always be aware of the danger of that,” he says, “and try to approach everything from the point of view of I’m still learning and there’s a lot, a lot I don’t know.”

(0:28:48) - Advantages of Atmos for Headphone Users

Our discussion turns to Dolby Atmos, and its potential to supplant traditional Surround-sound setups with its flexibility and precision. “With Atmos,” Jeff explains, “it’s object-based. And so you set it, you know, when you set up a studio, you tell your software what the layout of your studio is, so it knows how to route things.” We also talk about the push in the record industry to remake back catalogs in Dolby Atmos, and how much more accessible it is to listeners at home. “The other thing that’s possible with Atmos,” he tells us, “is that it can use binaural audio, so you can listen to an Atmos mix through your headphones. And that opens it up to tons of people.”

Episode Summary

How Jeff’s early experiences with sound inspired him to become a musician.
Jeff’s experiments with electronic music in the early days of MIDI
The evolution of audio technology, from analog tapes to studio software.
How Dolby Atmos and binaural audio are reshaping the industry.

Tune in for the second half of our conversation as Jeff talks about his own experiences recording in Dolby Atmos, his work with other artists in genres as diverse as jazz, prog rock, and filk, and how one particular post-pandemic collaboration aims to inspire and bring people closer together.

Connect with the Guest

Website: https://www.mysticfig.com

Follow Jeff Bohnhoff on Facebook: https://www.facebook.com/jeffmbohnhoff/

Connect with Jeff Bohnhoff on LinkedIn: https://www.linkedin.com/in/jeffbohnhoff/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Building and Growing Your Podcast: A Conversation with Dave Jackson – Part 2

Wed, 10 Apr 2024 06:00:00 -0400

“I was, like, on tour, I spent twenty hours driving all over Ohio, talking to different places. And I work from home, so I don’t drive a ton. And now I was, and I was listening to all these podcasts, and I was amazed how many times I had to ride the volume knob because somebody would be talking, and then somebody would come in and they’re much, a much lower volume. And then normally, even in a quiet room, you might be able to get away with that, but not when there’s now noise from the tires and the atmosphere. And I was just like, wow, there’s a lot of really bad audio out there. And there are tools, there’s Auphonic, there’s all sorts of things you can do to make things level. And that’s the other one besides the whole reverb room and the dog barking and things like that. Some of the stuff you can’t avoid, kids are not really... A three-year-old doesn’t care that daddy’s recording a podcast, but you can still try to bribe them with cookies or something to be quiet while you’re recording.” -- Dave Jackson

This episode is the second half of my conversation with pioneering podcast host, consultant, and School of Podcasting founder Dave Jackson, as we talk about building and growing your podcast, why now may be the best time in years to start a podcast, and Dave’s podcasting tips for beginners.

(0:00:00) – Podcasting Fundamentals and Evolution

We begin the second half of our discussion with Dave’s strategies for growing a podcast, and, most importantly, figuring out why it exists. “Is it to position myself as an expert?” he asks. “Is it part of a marketing plan of my company? Is it cheap therapy, which it is at times? You know, I just want to get the word out. I’m creative and I want to do my art man, you know that kind of thing. So you’ve got all those reasons.” Dave also shares the lessons we can learn from celebrity podcasts, the perils of what he calls "room-verb", and how AI is continuing to transform the industry. “By the time we’re done with this interview, there’ll be yet another piece of AI where you upload your audio and it’ll make a newsletter for you. It’ll transcribe it, it’ll do your laundry. It slices, dices, and makes Julienne fries.”

(0:13:05) - Microphone Upgrades and Audio Quality

Dave talks about his podcasting hardware and software tips, and about striking the right balance between recording the best sound at the moment vs. editing it in post-production. We also talk about how having the right microphone can be its own confidence booster. “Sometimes it’s not so much that you know your audio sounds bad,” he explains. “It just [that it] sounds bad to you. And if you don’t like the way you sound, well, then that might affect how you talk or perform on the microphone.”

(0:16:15) - The Future of Podcasting

We discuss the future of podcasting, and Dave gives us one example of a podcast that, almost from start to finish, is written, voiced, and published by AI. “To make a long story short,” he says, “it’s like a game of Mouse Trap. It goes from that to ChatGPT, which puts it out as a Google Doc, which then goes through ElevenLabs, which is this weird thing that can make a robo-voice, and then from there it goes to his media host.” We also talk about video podcasting, its value in podcast promotion, and each one’s distinctive audience. “People say ‘Oh, I want to take my podcast to the next level by adding video,’" Dave says. “And I go, ‘Really, what you’re doing is you’re adding a YouTube channel.’"

(0:22:57) – Tips on Starting Your Podcast

As our conversation wraps up, Dave talks about his upcoming projects, including an audio version of his book Profit from Your Podcast. “I finally was just like okay, enough of this,” he jokes. “This is embarrassing that the podcast guy doesn’t have an audio version of his book.” He also shares how to get in touch with him, and his first piece of advice when it comes to starting a podcast: “You don’t have to be great to start,” Dave says, “but you do have to start to be great. So start doing it.”

Episode Summary

Dave’s approach to engaging listeners and reaching out to his target audience.
Taking a personal approach to podcasting, from equipment choices to listenability.
AI’s evolving role in content creation and the impact of YouTube on podcasting.
Tips on taking the first step, overcoming fear, and building your podcast.

Connect with the Guest

Website: https://davidjackson.org/

Follow Dave Jackson on Instagram: https://www.instagram.com/schoolofpodcasting/

Connect with Dave Jackson on LinkedIn: https://www.linkedin.com/in/davejackson

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Podcasting Do’s & Don’ts: A Conversation with Dave Jackson - Part 1

Wed, 03 Apr 2024 06:00:00 -0400

“And I hit play on it, and I hear ‘Hello, Dave, this is Michael Van Lahr from Nuremberg, Germany.’ I’m in the basement of my brother’s house. This is where I started. And that, which goes back to, it doesn’t matter. Just, just start. And my brother goes ‘Did he say Nuremberg, Germany?’ And I go ‘Yeah.’ And we just sat there for the longest time, just, ‘Hello, Dave. Hello, Dave.’ I’m like, and I was just like, wow, there’s somebody, I’m in the middle of Mogadore, Ohio – everyone together, ‘Where?’ Yeah, exactly. It’s me and the cows. And there’s some guy on the other side of the planet that found my stuff.” -- Dave Jackson

This week’s guest has been helping people understand technology for over twenty years as a trainer and consultant. He launched the School of Podcasting in 2005 and was inducted into the Podcasting Hall of Fame in 2018. He’s also the author of Profit From Your Podcast: Proven Strategies to Turn Listeners into a Livelihood, and has launched over thirty podcasts with four million downloads.

His name is Dave Jackson, and if you want to learn more about what it takes to have a compelling podcast that lasts – and I’m always interested in learning about that myself – this is the place to be. Dave’s also a musician with a unique perspective on where podcasting has been and where it’s going, and he’s pretty outspoken, so you won’t want to miss out on what he has to say.

(0:00:00) – Passion for Sound and Podcasting

We start the conversation with Dave’s early memories of sound, his start as a musician, and how tinnitus has changed both his life and his relationship with sound. “When it comes to sound,” he says, “I’m, like, I hate silence because it makes my ear-ringing, just, you know, kick into gear.” He tells us about how a surprise career change led to him to Libsyn and podcasting. “I was, like,” he explains, “if I wanted to, if I have to stand up and say ‘this is the place where you host your media,’ I’m, like, where would I go? And at the time, I was like, you know what? Libsyn. So that’s why I chose them.”

(0:10:43) - Improvising and Rolling With Technology Glitches

The topic turns to the lessons Dave learned as a musician about improvising and rolling with the performance punches, and how they’ve helped him grow as a podcaster. “That’s one of the things that I think podcasters don’t do enough of,” he says, “just play, like, as a musician. You spend hours in the basement, just, wood-shedden’ is what they call it.” We discuss the art of what Dave calls messing up with finesse, and how a listener’s surprising feedback helped cure his tendency to apologize at the start of his early podcast episodes. “Finally somebody emailed me” he recalls, “and said, ‘Dave, I don’t know what you’re talking about, I don’t hear the fan. I wish you just would move on.’”

(0:16:05) - Podcasting Adventures and Connections

We talk about podcasting’s ability to reach out to and connect people from all over the world, from Ohio and Germany to Australia and Shanghai, and his most memorable episodes, including the fan-favorite sketch Binky and the Wiz. He also shares the lessons he’s learned from critiquing podcasts. “They spent the first eight minutes asking for money,” he recalls, “and complaining that nobody was giving them money, and I’m like, probably because you haven’t given them any value yet.”

(0:24:00) - Podcast Best Practices and Mistakes

As we reach the halfway mark of our discussion, Dave tells us his best practices for a podcast. “I’m not really a stickler. It’s introduce the show, and then introduce the topic of the day, whatever it is, so then, at that point, I know I’m in the right place and I know I want to hang around.” He offers a warning about the “double intro” mistake he used to make as a podcaster, and the dangers of relying on inside jokes while building your audience. “And they’re all laughing,” he recalls one celebrity podcast, “because, ‘oh, that is such a Mike thing.’ And I’m like, ‘yeah, I don’t know Mike.’”

Episode Summary

Dave’s early sound influences, how he’s managed tinnitus, and his start in podcasting.
What you should know before starting a podcast, from improv to engagement.
Looking back at Dave’s journey and the thing they don’t tell you about podcasting.
Podcasting tips for beginners, from the intro music to the background noise.

Tune in for the second half of our conversation as Dave and I talk about figuring out the essential “why” of your podcast, the new audio landscape that AI tools have created for users and listeners alike, and why now’s the best time since before the pandemic for starting your own podcast.

Connect with the Guest

Website: https://davidjackson.org/

Follow Dave Jackson on Instagram: https://www.instagram.com/schoolofpodcasting/

Connect with Dave Jackson on LinkedIn: https://www.linkedin.com/in/davejackson

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Creating a Connection with Sonic Branding: A Conversation with Valentin Fleur - Part 2

Wed, 27 Mar 2024 06:00:00 -0400

“I think sound has this ability. We talked about meaning, we talked about engagement, we talked about flexibility, versatility... but I feel like people are used to visual communication. They understand that there’s logo, animation and everything is like the sign, the bottom of the page, et cetera. I feel like you add this extra layer of surprise as well, that it’s quite interesting.” -- Valentin Fleur

This episode is the second half of my conversation with marketing expert, sonic branding strategist, and Sixième Son managing director Valentin Fleur as we talk about the future of sonic branding, creating a stronger visual brand through sound, and what goes into a sonic logo.

(0:00:01) – The Digital Future of Sonic Branding

As the second half of our conversation starts, we talk about the rise, fall, and possible return of Meta, how AI-generated content is shaking up the creative sector, and where it all might lead. “If I had to make this comparison,” Val says, “what I like about it is it’s very well controlled, so you have defined the ingredients and the flavors, so it’s easier.” We also discuss the evolution of augmented reality as well as virtual reality, and the prospect of sonic branding in a virtual environment.

(0:06:04) - Enhancing Brand Identity Through Sound

Our conversation turns to the question of whether audio marketing can be manipulative, and how sonic branding can help create a genuine connection by conveying emotional subtext and layers to a message. Val tells us about an Ipsos study in 2020 that showed an eight-fold performance increase for ads with a sonic logo, and we discuss how he gains insight into a company’s brand from a variety of perspectives. “You know, some people will have worked for, like, oh, ‘I just arrived,” he explains. “That’s great, like, we want to hear your perspective because you are fresh in the organization.”

(0:14:12) - Creative Process in Developing Sonic Brands

Val goes on to describe how he helps a company find and create a connection with their sonic logo, considering a range of factors such as industry, market saturation, and feedback from a diverse listening committee. “That’s what the market is looking for,” he says, “a little bit more engagement, a little bit more performance, and to make sure that they can make the most of their communication investment.” We talk about his work with companies like TD and Arant Express on building a sonic brand ecosystem, and Val offers his answer to the big question: why does sound matter?

Episode Summary

AI’s evolving role and the future of sonic branding in virtual and augmented realities
Sonic branding challenges, strategies, and the importance of brand alignment
The start-to-finish sonic branding process and sound’s role in expressing brand values

Connect with the Guest

Website: https://www.valentinfleur.com/

Sixième Son: https://www.sixiemeson.com/

Connect with Valentine Fleur on LinkedIn: https://www.linkedin.com/in/valentin-fleur-6b1ab323/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Psychology of Sound in Branding and Behavior: A Conversation with Valentin Fleur - Part 1

Wed, 20 Mar 2024 06:00:00 -0400

“I think, right now, I’ve noticed kind of two opposite trends. I don’t know if they’re opposite, but they’re very, very different. On one hand, I feel like my clients, my clients, they want to talk to their audiences for a longer period of time. They want to engage in a more conversational way. So, you know, they want to find the proper tone. We’re talking about a vocal identity. We’re talking about, they want to explain what they stand for. They want to detail their offers.” -- Valentin Fleur

This episode’s guest has fifteen years of experience when it comes to driving innovative brand marketing strategies and communication campaigns. Before joining Sixième Son he was a Group Account Director for Havas Paris and worked on such high-profile accounts as Mercedes-Benz and Parc Astérix. He partnered with Sixième Son for a retail brand before opening Sixième Son’s office in Canada and supervising their strategy efforts for both the North American and European markets. He manages brands all across the Americas, such as Royal Bank of Canada, Interac, Orient Express, and United HealthCare.

His name is Valentin Fleur, and with his extensive knowledge of audio branding, he’s the perfect person to talk to about the current state of audio advertising, where he feels the industry can innovate, and what might be coming in the future. So stay tuned!

(0:00:00) – The Power of Sound in Advertising

The episode starts with Val’s earliest memories of sound, from the sounds of nature in the Alps to Jimi Hendrix and the Cure on the radio, and how his creativity drew him both to advertising and exploring the power of sound in branding and behavior. “It’s funny how sound moves us in so many different ways,” he explains. “When I think about sound and when I explain what I’m doing, I tend to say that music is pure emotion and it can manage to connect you on so many different levels.”

(0:15:11) - Sonic Brand Evolution and Trends

We also talk about sound in advertising and how important it is to build on a core brand when it comes to sound branding. Val shares the insights he gained from his work on State Farm’s famous audio brand, and how he uses voice archetypes to guide his brand creation process. “It was this very interesting approach to sound,” he says, “and I knew from talking about the way sound affects us and gets to us, that sound was an important component to brand messaging and brand expression.”

(0:20:09) - Impact of Music on Shopping Behavior

The conversation turns to the connection between branding and behavior, and how differences in everything from geography to demographics can impact the audio strategy. “We created one logo for the passenger car,” he recalls one example from his work with Renault, “one for the pros that had more saturated guitar and felt like more robust... [and] on the electric vehicles, we had more digital sound added to the equation.” He also shares the story of a unique sound branding approach that he developed on behalf of Interac: an audio track that guided shoppers toward more frugal behavior.

(0:27:48) - Strategic Branding With Sonic Logos

As the first half of our discussion comes to a close, we talk about how Gen Z audiences who were born and raised with social media are reshaping the marketing landscape, and the importance of sonic logos on platforms where ads might only have a few seconds to make an impression. “I feel like people are,” he explains, “I wouldn’t say, fed up with advertising, but I feel like they want to choose their advertising, and when you choose to listen to a podcast, that’s when you decide to allow this messaging into your life. So I feel like that’s why our clients start to invest in podcasting way more.”

Episode Summary

Val’s memories of sounds and the power of sound in branding and behavior
Sonic branding’s latest industry trends, from State Farm and McDonald’s to Renault
The power of sound in retail to guide shopping habits and influence spending
How sonic logos are expanding the reach of marketing through short-form content

Tune into the next episode as we discuss the future of sonic branding, from virtual and augmented reality applications to AI content, along with strategies for synchronizing audio and visual brand elements, and the creative process behind building a client’s unique sonic logo.

Connect with the Guest

Website: https://www.valentinfleur.com/

Sixième Son: https://www.sixiemeson.com/

Connect with Valentine Fleur on LinkedIn: https://www.linkedin.com/in/valentin-fleur-6b1ab323/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Art of Audio Branding: A Conversation with Laurence Minsky - Part 2

Wed, 13 Mar 2024 06:00:00 -0400

“Why not brand the sound so people know that they’re with a certain bank? Why not make it a little bit more ‘here’s your money’, which is a little bit more successful sounding, versus ‘don’t forget your card,’ which could be a little bit more alarming sounding. But you don’t want a bank to sound like a perfect human being. You don’t want an ATM to sound like a perfect human being saying ‘Hey, Jodi, you forgot your ATM card,’ you know.” -- Laurence Minsky

This episode’s the second half of my discussion with author, branding expert, and media marketing professor Laurence Minsky, as we talk about the role of human voice in a world of AI, how companies can stand out in an audio-first world, and the prospect of an audio-driven, screenless future.

(0:00:01) - The Importance of Sound in Communication

The second half of our conversation starts as Laurence talks about the growth of audio-first devices and how much more convenient sound can be for consumers. “It’s getting easier and easier to put sound into everything,” as he puts it. We also talk about the increasingly blurry line between human and AI voices, and what role each might play as AI continues to evolve. “Your ears will pick up that something’s not right,” Laurence says. “So maybe in some situations that might be okay, but probably not for most connections and communications that need and want some humanity involved.”

(0:09:24) - The Common Misconceptions of Audio Branding

We also discuss the different techniques employed by visual branding, and how audio branding is starting to catch up. “You know,” Laurence explains about both visual and sonic logos, “What kind of font are we picking? What kind of color? The same kind of consideration should go into an audio brand.” The topic also turns to the prospect of a world where most of our devices are run by sound rather than by sight. “People get more comfortable with sound and talking to their computer,” he says, “as opposed to typing at their computer and Talking to their phone, not to a friend on the phone. I think that’s one of the few things we don’t do on our phone these days is actually talk.”

(0:20:06) - Voice and Audio Branding Impact

“How do you stand out,” Laurence asks, “when all you’re being, all you have, is sound, when you’re just being heard, that’s it. There’s no visual at all.... that’s part of what audio branding helps solve.” He explains the value of sonic branding in our increasingly audio-first world and the opportunities it offers to companies with a customer-focused audio presence. “It really expands the opportunity for marketers,” he says, “and it builds another case for them to connect and opportunities for marketers to connect with their customers. And the more you can connect, the better you can market.”

(0:29:30) – How to Get in Touch with Laurence

Our discussion comes to a close as Laurence tells us how to reach him, from his website to Amazon books to his LinkedIn page. But, as he jokes, be sure to look for Laurence Minsky. “There’s a guy who publishes under the name Larry Minsky,” he says. “It’s all about jazz, that’s not me.”

Episode Summary

Avoiding the uncanny valley and harnessing underutilized audio branding opportunities.
How audio branding’s been implemented by brands like Intel, United, and Netflix.
Audio branding and voice technology’s role in a world without screens.
Laurence’s journey to becoming a published author and how to reach him.

Connect with the Guest

Website: https://www.colum.edu/academics/faculty/detail/laurence-minsky.html

Find Laurence Minsky’s books on Amazon: https://amazon.com/author/laurenceminsky/

Connect with Laurence Minsky on LinkedIn: https://www.linkedin.com/in/laurenceminsky/

Follow Laurence Minsky on Twitter: https://www.twitter.com/LaurenceMinsky/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Let's Explore the Power of Sound: A Conversation with Laurence Minsky - Part 1

Wed, 06 Mar 2024 06:00:00 -0400

“I was just looking at a LinkedIn post. And they’re talking about branding and strategy, and everything in there was visual. There was nothing about sound, nothing about texture, nothing about taste. And it all goes together in the brand and brand perception. But sound is so strong compared to sight. It directs. It helps direct sight. It helps interpret what you’re seeing.” -- Laurence Minsky

This week’s guest is a professor of advertising and social media marketing at Columbia College Chicago. His unique perspective, shaped by his early exposure to diverse music and a family deeply rooted in advertising, has fueled his success in the industry, and in our interview, he retraces his journey from being a music enthusiast to a respected advertiser, sharing captivating stories of his early interactions with sound and music. He’s an advertising, branding, and marketing consultant for many of the world’s leading brands, and the co-author of numerous best-selling marketing books, including a personal favorite of mine, Audio Branding: Using Sound to Build Your Brand.

His name is Laurence Minsky, and this is a conversation I’ve looked forward to sharing for a long time. If you’re interested in the power of sound, there’s a lot of great information in store.

(0:00:01) – Embracing the Power of Sound

We begin the episode with a look back at Laurence’s early memories of sound and his dad’s love of classic rock. “He took me to as a really, really young kid to Led Zeppelin,” Laurence recalls, “where I was, like, in the tenth-row center, so there was the stereo sound you’d hear” He also shares his first foray into audio branding, and how he discovered his enthusiasm for sound. “I was a psych major,” he says, “and I wanted to combine my interest in psychology, my interest in not just music but, you know, media and my interest in writing into one career. And advertising was it, since I knew about it.”

(0:11:27) - The Importance of Sound in Branding

We also discuss the power of branding, and how negative brand awareness can even overcome our firsthand impressions. “I read some research,” Laurence says, “about a large brand and pizza and, you know, in a blind taste test it scored off the charts. But then, when they put the company name on the pizza, it scored below the floor, you know, as if it was awful.” The conversation turns to the unique power sound has over visual marketing to shape a brand. “What is the definition of the brand?” he asks. “How does it get defined? What does it look like? That’s really more audio branding.”

(0:22:39) - AI’s Impact on Audio Branding

Laurence also talks about AI and its growing impact on everything from audio-first media to screenless interfaces. “You know,” he explains, “what is changing things is there’s more audio-enabled devices and more audio-enabled interfaces with generative AI. You have voice, you have conversational AI.” We discuss the expansion of conversational AI into every facet of our lives. “You talk to your Siri or Alexa,” Laurence says, “and that’s going to make voice and audio, branding and audio that much more important. It’s getting easier and easier to put sound into everything.”

Episode Summary

Larry’s early memories and lifelong love for music and advertising.
Sound’s crucial role in branding, marketing, and even taste and perception.
The value of audio branding and the future of conversational AI.

Tune in next time as we talk about the growing value of distinctive sonic branding in a world of audio-first devices, the value of authentic human voices amid the AI revolution, and how many of the top companies are already staking just as much a claim in audio as in visual branding.

Connect with the Guest

Website: https://www.colum.edu/academics/faculty/detail/laurence-minsky.html

Find Laurence Minsky’s books on Amazon: https://amazon.com/author/laurenceminsky/

Connect with Laurence Minsky on LinkedIn: https://www.linkedin.com/in/laurenceminsky/

Follow Laurence Minsky on Twitter: https://www.twitter.com/LaurenceMinsky/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

How to Amplify Your Brand's Impact: A Conversation with Josh Butt - Part 2

Wed, 28 Feb 2024 06:00:00 -0400

“Because it’s very difficult to be different and distinctive and you kind of need both of them in this modern advertising world because everything’s so fragmented. Um, people are not just sitting down at the TV at a certain time or listening to the radio together. You know, it’s a much more solo experience than it was when we were growing up. And I think lots of people aren’t seeing the same stuff or hearing the same stuff. And so therefore it’s very difficult for brands to make an impact.” -- Josh Butt

This week’s episode is the second half of my conversation with award-winning content creator, sonic branding expert, and Ampel co-founder and Chief Production Officer, Josh Butt as we talk about the shifting podcast marketing landscape, the rise of audio AI and its impact on the industry, and which famous sonic logo still triggers a Pavlovian cue in Josh’s brain even decades later.

(0:00:01) - The Importance of Sound in Marketing

The second half of our discussion starts with some of the most famous sonic brands of the decade, some of which have reinvented themselves while others found a tried-and-true sound. “They spent a lot of money and time and efforts,” he says about HBO’s distinctive melody, “to figure out if they should change it and the answer was no, and bravo, because, they didn’t need to change it.” We talk about the increasingly crowded podcast market, with advertising expected to double within the next two years. “Everyone wants a podcast,” Josh says. “Everyone wants an ad, Everyone wants a sound.”

(0:20:29) - Evolution of Sonic Brands

We also discuss the breakthrough in AI over the past year, particularly in sound and music, and what it means for both brands and content creators. “Well, we’re gonna hear a lot about AI voices and AI music,” he says, “and I think you know we should jump on that.” Josh also tells us about the dangers AI music might pose, from creator livelihoods to a homogeneous sound that makes it more difficult to stand out. “They’ve got a big problem,” he explains, “because they’re gonna end up being very bland... it won’t be distinctive, it won’t be memorable, it won’t be hummable, it won’t be singable.”

(0:23:56) - Branding and Advertising in Media Landscape

We also talk about the power of sound to shape lifelong impressions and Pavlovian habits, whether it’s Intel’s unforgettable four-note logo or, in Josh’s case, EA Sports’ classic “It’s in the Game” motto. “You know it’s a game,” he says, “but the Pavlovian response that exists... it just made me want to play FIFA.” We talk about how such memorable sonic logos are surprisingly few and far between, and the lost opportunity they represent. “The brands that don’t do it are missing out,” Josh tells us, “and the brands that don’t do it as soon as possible are missing out because it’s very difficult to be different and distinctive and you kind of need both of them in this modern advertising world. "

Episode Summary

Audio’s underestimated impact on advertising and saturation of podcast ads.
Sonic branding’s role in marketing and advertising, and the need for a unique sound.
The power of sonic branding to influence consumers and build an identity.

Connect with the Guest

Website: https://www.ampel.com.au/

Connect with Josh Butt on LinkedIn: https://www.linkedin.com/in/joshbutt/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

From Music to Marketing: A Conversation with Josh Butt - Part 1

Wed, 21 Feb 2024 06:00:00 -0400

“Usually the thing I love about sound is how it answers the question within a very short period of time. You don’t have to listen for very long, right? If you hear a message twice, you go, ‘Oh, that must be their message.’ Turned up in two ads, you know, like it becomes a current. I mean, to me, it’s obvious pretty quickly.” -- Josh Butt

This episode’s guest is the Chief Production Officer of Ampel and an award-winning content creator of podcasts, TV, audio ads, and video content with over 25 years of experience. With an ear for sonic logos, musical stings, and funny ads, his work makes audiences laugh, think and act. He’s won a number of awards along the way and has previously worked at MediaCom, Storylab, ABC, and Triple M. A VCA and Monash Business school graduate, he’s a past participant of The Observership Program, a former lecturer at the Australian Film, Television, and Radio School, a former board member of Co-Curious / Curious Works, and he currently sits on the Create NSW Multi-Arts Board.

His name is Josh Butt and if you’re interested in learning more about the correlation between sound and memory, where humor fits into advertising, and how companies can make the best impact with curated sound, stay tuned because you’re going to want to hear what he has to say!

(0:00:00) - From Music to Advertising

We start off with a look back at Josh’s early memories of sound, which, in his case, turns out to be the infamous “your door is ajar” car alert from the ‘80s. “It was a cool car,” he recalls. “I mean, sorry, it wasn’t a very cool car, but it had a great sound. That’s probably the first sound that I can think of.” Josh tells us about the importance of being adaptable in the Australian market, and how it led to him taking on a range of audio roles. “I had a business degree,” he says, “and so falling into the producer line sort of became my thing because I could communicate with all the creative people.”

(0:07:14) - Analog vs Digital Media and Sonic Branding

Josh also tells us about his early work with analog tape vs. digital audio, which one he prefers, and how his early days in podcasting led him into audio marketing. “Sonic branding has really been a focus of mine,” he explains, “as well as making radio ads and podcast ads that are for the audience.” We talk about some of the famous brands he’s worked with and the enduring impact a sonic brand can make. “They’ll be reaping the rewards from this,” he says about the famous McDonald’s jingle, “for twenty years because what they’ve done is put it into twenty years’ worth of young heads.”

(0:23:56) - Understanding Advertising Channels and Client Uniqueness

Our conversation turns to the ins and outs of developing a sonic brand, and how he works with clients to build a unique brand identity. “A lot of people don’t exactly know their audience,” he explains. “Some know them absolutely, fantastically, right. Some it’s a bit in the middle.” We also talk about the shift from jingles to voiceover ads to podcast host reads, and finding the right balance when it comes to audio marketing. “This is not statistical,” Josh says, “but 80 to 90% of my clients have tried something before and it’s not working, or they’ve never tried it before and they have nothing.”

Episode Summary

Josh’s early musical influences and versatility in the entertainment industry.
His career journey, from writing and comedy to podcasting and radio ads.
Understanding a client’s needs and finding the best fit for their audio brand.

Tune in next week as we talk about the explosive growth of podcast advertising and what it means for sonic branding, the challenge of making a unique impression in a world of AI sound, and the power of audio logos to condition and shape our impressions for generations to come.

Connect with the Guest

Website: https://www.ampel.com.au/

Connect with Josh Butt on LinkedIn: https://www.linkedin.com/in/joshbutt/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Magic of Podcasting: A Conversation with Bruce Chamoff - Part 2

Wed, 14 Feb 2024 06:00:00 -0400

“I see in your videos and I hear your, a lot of your episodes and I could tell right away, Jodi, you do have fun. You laugh, you’re laughing right now, you’re smiling. I mean, you’re obviously having fun. And I obviously don’t want to be on a podcast with somebody that has a very straight face and has a monotone voice and is not laughing. I think it depends on what the topic is. Oh yeah, definitely.” -- Bruce Chamoff

Have you considered starting a podcast but are unsure of what direction to take? Tune into the second half of my conversation with World Podcast Network CEO Bruce Chamoff where we touch on various aspects of podcasting, from reasons to start one to the importance of content creation and audio quality to social media management. We’ll help you understand how a podcast can help you monetize, establish yourself as an expert or influencer, or just provide a platform to express your passions.

We also discuss the technical side of podcasting, particularly the need for good audio quality and how it can affect your listener’s experience. Bruce and I explore the podcasting equipment marketplace and how to enhance sound quality in less-than-ideal environments. We also discuss the role of social media management in building an online presence and its challenges. So whether you’re looking to start a podcast or already have one, this episode is packed with useful advice and insights to help you succeed in the podcasting realm. Listen in as we help navigate the exciting world of podcasting!

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. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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) - Reasons to Have a Podcast

The second half of our conversation starts with Bruce’s advice on keeping podcasts lively and the listeners engaged. “I hear the episode,” he says, “and the podcaster is very, very dreary, right, Very, very monotone. They don’t have that joy, they don’t laugh and, yeah, I can see why people think that podcasts are boring.” He also tells us about his first music podcast and how its lessons helped inspire him to create the World Podcast Network. “But now just running the podcast network,” he explains, “it’s just more. It’s it’s more of a purpose for me to actually educate people in podcasting.”

(0:07:52) - Content Creation and Podcast Marketplace

Bruce also tells us about his experiences as a musician with Spotify, and how the online era has transformed what it means to be a recording artist. “First of all,” he tells us, “albums supposedly are not like, they’re coming back, but they’re not as active as they were like in the ’70s and ’80s, because Spotify changed the entire game with that.” He talks about the need for steady content, whether it’s podcasting or songs, and the high price a content creator can pay if they don’t consider the algorithm. “You don’t come out with a song within 28 days of your last release,” he explains Spotify’s content release structure, “then that monthly listener drops off and you lose that monthly listener.”

(0:16:33) - The Importance of Social Media Management

As the episode comes to a close, Bruce tells us how listeners can get in touch with him, as well as the advantage of his distinct name: “Oh, they can get me on Instagram at Bruce Chamoff. At Bruce Chamoff, they can find me on Facebook. I’m the only Bruce Chamoff in the world.” We also talk a little about social media marketing, and whether it’s worthwhile to hire a professional. “I always say I say social media is very easy to do,” he says, “but it’s very hard, very hard to do it correctly.”

Episode Summary

Bruce’s advice on monetization, being an influencer, and having fun as a podcaster.
Hardware tips on everything from soundproofing to the right equipment.
The advantages and challenges of hiring a professional social media manager.

Connect with the Guest

Website: https://nycpodcastnetwork.com/

Connect with Bruce Chamoff on LinkedIn: https://www.linkedin.com/in/brucecwebdesign/

Follow Bruce Chamoff on Facebook: https://www.facebook.com/bruce.chamoff/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Converting Passion into Profit: A Conversation with Bruce Chamoff - Part 1

Wed, 07 Feb 2024 06:00:00 -0400

“You wanna know the hobbies, they’re part of the psychographics. That’s the lifestyle. And I say this all the time: you’re not going to make any money if you’re a football podcast and you’re marketing yourself to baseball fans. And I say this. You’ve I got people coming to me saying, you know, ‘I have a sports podcast, but I’m not making any money. Why am I not?’ Well, what sports are you talking about?” -- Bruce Chamoff

This episode’s guest is a web developer, musician, marketing visionary, and the CEO of the successful World Podcast Network. His passion for music started at the tender age of six, and his journey since has been nothing short of inspirational. He’s also a pioneering podcaster, having started his podcast network to promote both his own music and local musicians from Long Island, New York.

Podcasting has seen a remarkable evolution over the years and he’s been a consistent part of it, adapting and thriving amidst the changes. He shared how the pandemic led to an explosion of new shows on his network, pushing it close to a thousand. With the ever-increasing number of social media platforms, streaming services, and podcast hosting sites, the competition is fierce, but he’s undeterred. He emphasizes the importance of targeted marketing, and understanding your audience

His name is Bruce Chamoff, and he has a lot of advice to share, whether you’re a podcaster, a musician, or just looking for better ways to get your message out into 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. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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) - Musician’s Journey

As the episode starts, Bruce talks about his earliest experiences with music and how they helped shape his career in sound. “I’m a songwriter and musician,” he says, “so I played piano starting at six years old and used to airplay the piano to Elton John songs... the music just moved me enough to want to be a musician and write music,” We talk about the birth of podcasting and how Bruce’s longtime dream of being a DJ and sharing the music he loved with others, found new life as a podcaster. “That desire stayed with me for years,” he explains, “and then, when podcasting came out in 2005, I decided ‘let me build a network and include as many podcasts as I can’ – and that’s how it was born.”

(0:05:42) - Podcasting Success and Industry Changes

We also talk about podcasting before and after the pandemic, and how the shift to virtual meetings and working from home helped podcasting explode into the mainstream. “Before the pandemic,” he notes, “the podcast network had only about 200 shows. Now we’re almost close to a thousand.” We also talk about monetization, what steps a podcast should take toward it, and how you know when it’s the right time to make the jump. “I think any podcast can monetize,” Bruce tells us, “but the first thing they have to do is grow their audience. You can’t monetize to an audience that you have not grown.”

(0:18:47) - The Importance of Targeted Marketing

“Let’s say that you’re an 18-year-old and you’ve got a great podcast going,” Bruce says, “but you’re marketing yourself to 55-year-olds. Do you think you’re going to make any money? Probably not.” We talk about demographics, psychographics, and the importance of knowing your audience and making sure that you’re speaking to them about the things they care about. “What are you into?” he explains. “What kind of sports you into? What kind of food do you like? Right? What age are you? And if you can figure all that out, then you can probably also sell your episodes to that target market.”

Episode Summary

Bruce’s early memories of sound and reflections on his twenty-year journey.
Navigating streaming platforms, strategies, and the secret to podcasting success.
How audience psychographics can help you effectively market content.

Tune in next week as we talk about key strategies for monetizing your podcast, tips for soundproofing and optimizing the recording environment on a budget, and Bruce’s perspective as a streaming musician on how Spotify’s algorithms meant the end of the album as we know it.

Connect with the Guest

Website: https://nycpodcastnetwork.com/

Connect with Bruce Chamoff on LinkedIn: https://www.linkedin.com/in/brucecwebdesign/

Follow Bruce Chamoff on Facebook: https://www.facebook.com/bruce.chamoff/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Audio Design and Game Development: A Conversation with Chris Hegstrom - Part 2

Wed, 31 Jan 2024 06:00:00 -0400

“But you don’t know how that user is going to do it. Are they going to somersault through the entire level? Are they going to climb up a wall and jump down? And are they going to just sit in a corner for a while and then walk three steps and then sit in a corner for a while? You don’t know if somebody is going to, how somebody is going to play. And that’s the beauty. And that’s the draw of video games and the interactivity of it.” -- Chris Hegstrom

This episode’s the second half of my conversation with sound designer, creative director, and Insomniac Games audio manager Chris Hegstrom as we talk about how far video game sound designs have come since Space Invaders, how the pioneering soundscape of Burnout Paradise helped reshape everyday UX design, and what the next breakthrough in gaming audio might bring.

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. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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) - Game Design and Sound Integration Complexity

Our discussion continues as we talk about the advantages of video gaming’s early one-man operations, and how the industry’s grown to rival Hollywood post-production fidelity. “In video games,” he says, “we essentially have that fidelity now, and it’s interactive, which means you set up the parameters so that the user can mix it while they’re playing.“ He also talks about the trends going forward when it comes to video-game sound, and what he thinks might prove a bigger hit than 3D sound. “I think the next trend is going to be a lot more maybe CPU based,” he explains, “or a lot more based on really kind of amping up the interactivity to the point where you as the audio designer are actually really impacting the interactivity of the user or what the user’s experience might be within a game.”

(0:20:16) - Audio Design and UX in Gaming

Chris also tells us about his sound work on the classic PS3 game Burnout Paradise, and the science behind the heart-pounding, and groundbreaking, ambient effects. “The response that I got from a user,” he recalls, “was, you know, like, ‘I don’t know what you guys did to the music, but man, like every time I was chaining a burnout, my palms were sweaty!’ And I said, ‘That’s it.’” We also talk about how such dynamic audio techniques are showing up in everyday apps and UX designs, and the pressure for video game consoles to keep pushing the envelope when it comes to sound. “You know,” Chris explains, “every generation of console that you release and every title that you release has to utilize these, you know, these crazy features even more and more vigorously and more efficiently.”

(0:28:51) - Future of AI and Immersive Technology

“That becomes ubiquitous,” he adds about video game’s breakthrough features, “because all of a sudden it’s in your car, it’s on your refrigerator or you know it’s in your home, and then you have screens or you have digital assistants or you have you know, smart devices.” We also talk about the role AI might play in future sound design, and how to get in touch with Chris: “I guess LinkedIn’s probably a good way to do that. Yeah, that’s my kind of only social media of choice at the moment.”

Episode Summary

How video game development went from garages to sound studios.
What audio feedback in gaming means for sound design in everyday life.
Future trends in sound design, from games to kitchens to AI.

Connect with the Guest

Website: https://symmetry-audio.com/

Connect with Chris Hegstrom on LinkedIn: https://www.linkedin.com/in/chris-hegstrom-15029814/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

From Cinema to Video Games: A Conversation with Chris Hegstrom - Part 1

Wed, 24 Jan 2024 06:00:00 -0400

“I didn’t realize it at the time, but that was my first introduction into user experience, right? Like a UX or user experience. It’s exactly that. It’s like I could put a microphone out in a storm and then all I get is like, you know, wind distortion and then the gain dipping every time there’s a thunderclap or something, you know, and it just sounds completely, you know, just different levels of noise and it’s not exciting. It’s not interesting at all.” -- Chris Hegstrom

This episode’s guest has had a rewarding and winding journey through the UX sound industry. After a ten-year break to work in product sound, he’s returned to video-game audio. Or was the decade of video game audio before that the exception? Only time will tell. Either way, he’s been creating and presenting audio communication for brands, experiences, products, intellectual properties, and other forms of media for over twenty-five years. A music synthesis major at Berklee College of Music, he got his start doing live sound for Blue Man Group, transitioned to audio for interactive media during the dot-com bubble, and eventually found his way into Triple-A video games by 2001.

For the next eleven years, he designed sound and audio systems for games such as Lord of the Rings: The Two Towers, Star Wars: Episode 3, Burnout Paradise, God of War 3, and Kinect Adventures. In 2012, he found himself at Microsoft on the incubation team for HoloLens, where he worked on audio experiences and systems that would solve perceptual issues as well as immerse and entertain users. He then transitioned onto the UX team and worked on the sound palate for the HoloLens OS.

In 2015, he left Microsoft to start his own company, Symmetry Audio, delivering product and experience audio for Google, Unity, HBO, and Technicolor as well as a number of smaller, local Seattle clients. Amazon offered him a job as Senior UX Sound Designer in 2017, and he worked there for the Devices and Services group, creating sounds for Fire TV, Alexa, and numerous product endeavors across the company. In 2020, he worked exclusively on Amazon Glow, creating the sound palate and overall audio vision for the product before it was eventually shelved at the end of 2022.

He’s currently the Audio Manager at Insomniac Games, overseeing a team of internal and external sound designers on Wolverine. He hopes to inject some of his UX audio knowledge and process into the games industry by helping his team build connections and solve problems with audio.

His name is Chris Hegstrom, and he has plenty to share when it comes to solving problems with audio.

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. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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) - Early Memories and the Power of Sound

As we start things off, Chris tells us how a lights-out rule and a Walkman that could pick up television signals helped him appreciate the power of sound as a child. “11 o’clock would come,” he says, “I would put my headphones in and you know, in bed, with the lights off and everything like that, close my eyes and listen to the rest of the movie, and basically that was the first time that I had the idea of telling stories with sound.” We also talk about a key difference between working at Blue Man Group shows and designing video-game soundscapes. “With video games,” Chris explains, “you’re almost creating friction for the user, right, because it’s this experience and this past time.”

(0:14:34) - Sound Design in Video Games

Chris talks about his early transition to the gaming industry, and some of the different titles he’s worked on over the years. “Lots of different genres,” he says, “between what they call hack and slash, fantasy, role-playing, sort of Dungeons and Dragons, Lord of the Rings to Star Wars, to James Bond to racing games.” We also talk about his work in UI design and the trick of living up to everyone’s expectations of what something as simple as a menu wheel should actually sound like. “Is it going to be like a ratchety mechanical sound,” Chris asks. “Is it going to be sort of this kind of tonal soft sound? Everyone has a different kind of audio image of what that experience will sound like.”

(0:27:00) - Friction Between Teams in Sound Design

Our conversation turns to some of the myths and challenges of sound design, and, as one example, how much work went on behind the scenes for Windows 10. “It had to be a digital sound,” Chris observes. “It had to be something that, you know, matched with the, the color palette. It had to be something that matched with the flow of the interactions, and so kind of working on that would take, like, the first eleven months, right of those 12 months.” He also tells us what video games taught him about UX audio, and all about the different languages of sound design. “If game audio is like writing a novel,” he explains, “UX sound is like calligraphy. It’s something that stands on its own and really has to communicate everything that it needs to communicate in the most pure form”

(0:33:44) - Designing Mobile Notifications for User Experience

We continue to discuss the intricacies of interface sounds, what they have in common with video games, and how they differ. “The emotional endgame,” he says, “might be the same of what you’re trying to get the user to experience, but the methodology of it is much different.” Chris also tells us about the mistakes UX designs sometimes make, particularly when it comes to fusing it with audio branding. “You don’t want to take up more space,” he adds, “in the user’s head than they want you to.”

Episode Summary

How sound is used to tell stories and guide our emotions in film and daily life.
Designing video games, understanding your audience, and technology’s impact.
What video game audio and UX sound design have in common.
Creating audio branding opportunities without taking up too much space.

Tune in next week as we discuss the sonic evolution of video games from 8-bit chipsets to orchestral productions, how the high-intensity audio effects in racing games helped create some of today’s most recognizable UX designs, and what the future, from 3D audio to AI assistants, might bring.

Connect with the Guest

Website: https://symmetry-audio.com/

Connect with Chris Hegstrom on LinkedIn: https://www.linkedin.com/in/chris-hegstrom-15029814/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Shaping the Future of Content Creation: A Conversation with Rob Puzzitiello - Part 2

Wed, 17 Jan 2024 06:00:00 -0400

“We had an up and coming musician here last week who, he’s being followed around by a Netflix documentary team, but, like, he knows that, like, every day he has to post something, you know, and he was talking about starting a podcast, because it’s another form of content. And I think it's just like one of the easier ways to, like, look into your daily life and make those things interesting.” -- Rob Puzzitiello

This episode is the second half of my discussion with podcaster, filmmaker, and Mackie marketing director Rob Puzzitiello, as we talk about how streaming content has virtually done away with albums as we know them, and what it takes to make a name for yourself in the age of TikTok.

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 and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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 Podcasting in Post-Pandemic Era

The second half of our conversation begins with a look at the changes the audio industry’s seen since the pandemic, and how it’s led to more podcasting, more streaming, and a bigger focus on building your own media empire than ever before. Rob tells us about an up-and-coming musician he worked with just recently: “He knows that, like, every day he has to post something, you know, and he was talking about starting a podcast, because it’s another form of content.” We also talk about how Spotify, TikTok, and the new focus on singles over albums have completely changed how bands release music in the 21st century. “There’s, like, a whole structure,” Rob says, “to how you make a single go the furthest now, and, like, it’s just completely changed. And yeah, it’s changed our industry, fortunately.”

(0:16:37) - Passion for Content Creation on Twitch

As our conversation comes to a close, Rob tells us what he’s working on next, from updates to Mackie’s digital mixer to his return to audio content creation. “There’s a significant period of time where I stopped for a while,” he says, “and how I missed, you know, developed enough of a, you know, taste of missing it that I wanted to get back into it.” He also tells how we can find him online, and about his hands-on approach to testing new equipment on such platforms as YouTube and TikTok: “Periodically, you’ll see me on there, just, you know, attempting to destroy gear.”

Episode Summary

How the post-pandemic social media landscape has transformed the music industry.
Rob’s return to content creation and where you can find him online.

Connect with the Guest

Website: https://mackie.com/

Introducing the DLZ Creator Mixer: https://www.youtube.com/watch?v=JjpkxNst28w

Connect with Rob Puzzitiello on LinkedIn: https://www.linkedin.com/in/robert-puzzitiello-45553476/

Follow Rob Puzzitiello on Twitter: https://twitter.com/robbiepuzz/

Follow Rob Puzzitiello on Instagram: https://www.instagram.com/robbiepuzz/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Exploring the Mackie DLZ Creator: A Conversation with Rob Puzzitiello - Part 1

Wed, 10 Jan 2024 06:00:00 -0400

“What we did with this product was, we’re trying to give people the benefit of using a mixer without necessarily having to be like the audio professional who went to school. Like, I hear all the time, anytime I meet someone they’re like, ‘Oh, the first board I ever used was a Mackie,’ and, like, we all learned on it. I, you know, we have them in my classrooms.” -- Rob Puzzitiello

This episode’s guest is a creative self-starter who’s worked across podcasting, independent filmmaking, and the music industry. He began his career in 2009 as a livestream radio host, and today he’s the marketing director for the pro audio brand Mackie. He’s also leveraged his background in content to help launch the DLZ Creator, a digital mixer that adapts to a user’s level of experience to produce professional results faster than ever. His name is Rob Puzzitiello and you’ll definitely want to hear his thoughts on the trends and future of podcasting, audio tech, and about sound in general.

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 and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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) - Sound’s Influence in the Audio Industry

As the episode starts, we talk about Rob’s earliest experiences with sound, which, in his case, involve his very first iPod and the seemingly endless musical possibilities it opened up for him. “My iPod,” he tells us, “you know, I filled it with music, and that was definitely... the catalyst for me becoming interested in music.” Rob also tells us about his journey from pioneering podcaster to Mackie’s marketing director, and how he’s adapting to new streaming audio markets like Twitch. “I overthought about, like, how should I market myself,” he says, “like should I do this, and I was like, ‘I’m just going to do what I want that day because that’s what I did ten years ago and it worked.’"

(0:13:09) - Mackie DLZ Creator Digital Mixer

Rob talks about the early challenges of audio mixing back when it was mostly hardware, and how the digital age revolutionized professional studios. “Now we have this board that does everything our $50,000 plus studio had,” he says, “and it’s something that is sitting on my desk.” He tells us about Mackie’s DLZ Creator Digital Mixer, and how, as the podcasting and audio enthusiast market’s grown, the demand for simpler, more intuitive audio technology’s grown alongside it. “What we did with this product,” Rob explains, “was, we’re trying to give people the benefit of using a mixer without necessarily having to be like the audio professional who went to school.”

(0:18:49) - Creating the Best Podcasting Mixer

“We weren’t the first ones to make a dedicated podcasting mixer,” Rob continues, “but we were going to make them as the mixer brand, and we were, like, we are going to make the best possible one that we can make.” We discuss the benefits of handling your own sound editing versus an outside editor and how he’s working to make do-it-yourself editing easier than ever. “Whatever we can do to help alleviate that is pretty nice,” he explains, “because not everyone wants to learn about all of that stuff. They just want to sit down and sound professional and have some peace of mind.”

Episode Summary

Rob’s first experiences with the iPod and early days as a radio host and podcaster.
How the digital age has transformed audio production and editing.
The rise of self-produced audio and the need for ever-more intuitive mixers.

Tune in next week as we talk about how the pandemic changed what it means to be in a band, what’s in store for both Rob and the DLZ Digital Mixer, and whether he still sees room for long-form audio content in a world that’s becoming more and more about making an instant impression.

Connect with the Guest

Website: https://mackie.com/

Introducing the DLZ Creator Mixer: https://www.youtube.com/watch?v=JjpkxNst28w

Connect with Rob Puzzitiello on LinkedIn: https://www.linkedin.com/in/robert-puzzitiello-45553476/

Follow Rob Puzzitiello on Twitter: https://twitter.com/robbiepuzz/

Follow Rob Puzzitiello on Instagram: https://www.instagram.com/robbiepuzz/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Understanding Consumer Influence: Audio Branding for the Holidays – Part 2

Wed, 03 Jan 2024 06:00:00 -0400

“Yeah, there’s a real opportunity here. I mean there’s a trend here in the conversation that we talk about the nostalgia and these spots that keep coming back. There’s equity in that. There’s, I mean, the giant equity. Even in a seasonal piece of music. It really is the subjects that we talk about in for what it boils down to this consistency and persistency. And even if you’re you know, Colleen, you’re 100% right, you know they have to be ready for this, they have to be ready to roll this out to all their touch points and it also has to be their brand. But I mean, think of the immense power that it’s going to wield year after year when it’s implemented consistently.” -- Adam Pleiman

This episode is the second half of my Audio Branding for the Holidays discussion with sonic strategist and author Jeanna Isham, creative director and Grammy-nominated engineer Adam Pleiman, author and creative executive Colleen Fahey, and Soundwise sound strategist John Sanfilippo, as we discuss the changing habits of online consumers, the unique power of audio to tap into holiday nostalgia, and the value of authenticity as machine-generated content becomes the norm in marketing.

(0:00:01) - Music and Branding for Holidays

As the second half of our discussion starts, we talk about music in advertising, particularly during the holiday season. “I like Colleen’s idea of bringing being a little more worldly,” John says, “and bringing new compositions into the mix. I think we’re due for some new melodies just in the whole Christmas soundscape.” We discuss the impact of music on consumer behavior, referencing the well-known study of playing French music in a wine store to boost sales of French wine, and how the interactive nature of sound on such social media platforms like TikTok can help music marketing go viral. “I would love to see some of these really fun TikTokers that did these creative things with Home Depot,” Jeanna adds. “I’d love to see them come up with something more clever than Jingle Bells.”

(0:08:55) - Sonic Branding’s Power of Emotional Connection

We also examine the power of nostalgia and consistency in sonic branding and discuss the impact of using familiar songs and jingles in commercials. “I mean, there’s a trend here in the conversation that we talk about the nostalgia and these spots that keep coming back,” Adam notes. “There’s equity in that. There’s, I mean, there’s giant equity, even in a seasonal piece of music.” We also touch on the missed opportunity for brands to use their sonic identity to stand out and adapt to different situations, as seen during the COVID-19 pandemic. “It did show how little personality some of these brands had,” Jeanna says, “because they didn’t know how to portray themselves.” “I often liken it to personal relationships,” John observes, “like, the deeper you can connect with yourself, the deeper you can connect with other people. That’s true in personal relationships and it’s true in business.”

(0:15:13) - Exploring Audio Branding and Cultural Adaptation

We also consider the role of authenticity during the holiday season, and how AI content is becoming both more common and more controversial in the branding industry. Maima also joins the conversation with an intriguing question about striking the right balance between diversity and inclusion in sound, and how to reach the most people while retaining a distinctive voice. “If you’re forcing something,” Jeanna says, “it’s not working. The great thing about audio is that it’s a subtle thing, right, like if you do audio right, you’re not really noticing anything, it just feels right. You know, because it’s again. It’s about expression.” John agrees and, as our holiday discussion comes to a close, adds, “I think that there’s a cyclical thing that happens as well, because if you are authentic and you express yourself in an authentic way, you’re going to attract a certain type of person anyway to your brand.”

Episode Summary

How music in advertising and online platforms impacts consumer behavior.
The power of nostalgia and missed branding opportunities during the pandemic.
Finding your ideal audience, and the value of authenticity in the age of AI.

Connect with the Guests

Dreamr Productions Website: https://www.dreamrproductions.com/

Follow Jeanna Isham on Facebook: https://www.facebook.com/DreamrProductions/

Connect with Jeanna Isham on LinkedIn: https://www.linkedin.com/in/jeannaisham/

Follow Jeanna Isham on Twitter: https://twitter.com/Jeanna_Isham

Play Audio Website: https://playaudioagency.com/

Connect with Adam Pleiman on LinkedIn: https://www.linkedin.com/in/adampleiman/

Connect with Adam Pleiman on Twitter: https://twitter.com/adampleiman/

Sixième Son Website: https://www.sixiemeson.com/

Connect with Colleen Fahey on LinkedIn: https://www.linkedin.com/in/colleenfahey/

Follow Colleen Fahey on Twitter: https://twitter.com/SixiemeSon/

Soundwise Website: https://soundwise.audio/

Connect with John Sanfilippo on LinkedIn: https://www.linkedin.com/in/johnsanfilippo/

Follow John Sanfilippo on Facebook: https://www.facebook.com/SoundWiseAudio/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Unleashing the Power of Sound: Audio Branding for the Holidays - Part 1

Wed, 27 Dec 2023 06:00:00 -0400

“I was just thinking that humans generally like things that are new, but not that new, and you probably have the familiar tune. And then if you hear something clever, I think the biggest danger is cheesiness. But if you have something clever and, as Adam says, anchored in the brand, if it’s a tongue-in-cheek brand and it’s a tongue-in-cheek lyric, that’ll work and maybe it adds freshness rather than clutter.” -- Colleen Fahey

Recently, I had a conversation in a LinkedIn Audio Event with four very knowledgeable and talented audio branding experts about what companies can do to make the most of their audio brand over the holiday season. My panelists were Jeanna Isham, a sonic strategist, author, and audio branding thought leader with Dreamr Productions; Adam Pleiman, Creative Director and Grammy-nominated engineer with PLAY Audio Agency; Colleen Fahey, author and US Managing Director of Sixième Son; and John Sanfilippo, a veteran producer and sound strategist with his company, SoundWise.

All four had a lot to say about this subject, and we discussed what companies should have done before the holidays, what trends they were seeing in the area of audio branding, and what they thought companies could do with their audio branding to prepare for the new year. We exchanged ideas on moving beyond traditional holiday songs and instead harnessing a brand’s unique sound to make a distinct impression. It was a fascinating discussion and I think you’ll get a lot from it.

(0:00:00) - Audio Branding for the Holidays

We start off the topic of audio branding for the holidays with our panel of experts sharing their insights on striking the balance between familiar and novel holiday marketing. “They say that all the best ads happen at Christmas time,” Colleen notes, “but they run for the shortest amount of time because then they get cut down when Christmas is over.” We talk about some of the most memorable marketing twists on holiday advertising, from M&M ads to Frank Sinatra parodies, and what makes them stand out from the branding crowd. “I think that if you can find the heart of your actual brand persona and personify that into the holidays,” Jeanna says, “without going the cookie cutter, generic way, you will stand out and you’ll be a relief from what other people are listening to.”

(0:16:10) - Sound and Music in Advertising

The group continues to explore the power of sound and music during the holiday season, and how less can be more when it comes to making a holiday impression. “It’s very like positive, subliminal messaging, right,” Jeanna says about Hershey’s minimalist holiday bells ad, “you know, it puts a smile on your face because it’s kind of silly, but it’s not offensive at all and I think that that’s why you can watch it over and over again.” We also talk about whether rewriting the classic songs can work for holiday branding, and what makes the difference between clever and cringe when it comes to adding a personal touch. “I’m always a fan of having your own assets and adapting those,” John explains. “So I mean, if you had your own song, then you could adapt it to Christmas, as opposed to what you’re describing. Yeah, something you can take a little more ownership over.”

(0:25:10) - Inclusive Music and Store Zoning

We also talk about making holiday music and marketing more diverse and inclusive. “You could make a much bigger palette to choose from,” Jeanna notes, “if you chose songs that are from the Caribbean and songs from Spain, and songs from France.” The conversation touches on zoning as well, the idea of audio branding based on the customer’s purpose rather than just the setting and time of year. As Colleen explains, “Should we have the same music [up and] downstairs, where the makeup is and people are playing around and when people are contemplating expensive purchases?”

Episode Summary

Audio branding during the holidays, from traditional songs to retail employees.
Striking the balance between fresh and familiar during the holiday season.
How inclusive music and strategic zoning can build a more memorable brand.

Tune in next episode as we discuss the impact of music platforms like TikTok on consumer habits, some of the missing branding opportunities of the pandemic and how major companies are catching up these days, and the power of human authenticity in a world of AI content creation.

Connect with the Guests

Dreamr Productions Website: https://www.dreamrproductions.com/

Follow Jeanna Isham on Facebook: https://www.facebook.com/DreamrProductions/

Connect with Jeanna Isham on LinkedIn: https://www.linkedin.com/in/jeannaisham/

Follow Jeanna Isham on Twitter: https://twitter.com/Jeanna_Isham

Play Audio Website: https://playaudioagency.com/

Connect with Adam Pleiman on LinkedIn: https://www.linkedin.com/in/adampleiman/

Connect with Adam Pleiman on Twitter: https://twitter.com/adampleiman/

Sixième Son Website: https://www.sixiemeson.com/

Connect with Colleen Fahey on LinkedIn: https://www.linkedin.com/in/colleenfahey/

Follow Colleen Fahey on Twitter: https://twitter.com/SixiemeSon/

Soundwise Website: https://soundwise.audio/

Connect with John Sanfilippo on LinkedIn: https://www.linkedin.com/in/johnsanfilippo/

Follow John Sanfilippo on Facebook: https://www.facebook.com/SoundWiseAudio/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Mastering the Podcast Universe: A Conversation with Alex Sanfilippo - Part 2

Wed, 20 Dec 2023 06:00:00 -0400

“I do believe in independent voices getting heard and elevated throughout the world, and I don’t feel that there’s a lot of mediums anymore where we have that opportunity. But podcasting, to me, is the ultimate solution right now for getting a voice heard and elevated throughout the world, that it can really change somebody’s life. I’ve had stories from listeners. I have a lot of friends that have stories from listeners that are all around the world focused on something really specific, saying this is the one thing I’ve been searching for, couldn’t find it anywhere except for your podcast. That type of thing, I believe, is what makes the world a better place. And sure, pat on the back for Alex or whatever you want to say, but, like I, am devoted to serving the world in that way.” -- Alex Sanfilippo

This episode’s the second half of my conversation with veteran podcaster, PodPros founder, and entrepreneur Alex Sanfilippo as we talk about what to do and not to do when starting a podcast, the latest developments on PodPros and Alex’s series of podcasting apps, and both the risks and opportunities that podcasting’s explosion into the mainstream offers for creators.

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 and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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) - Podcasting Tips and Problem Solving

As the second half of our discussion begins, we talk about handling an overabundance of content, and how we both happened upon the solution of devoting two episodes to a guest.“But every word he said was gold,” he recalls about one early guest on his show, “like, what do I do? Right, broken into two episodes. So, Jodi, I love that you do it: that’s a pro-level hack right there.” We also talk about our early podcasting days and how tricky it can be finding the right topic and your most authentic voice as a podcaster. “I know all of us have to develop our voice,” Alex says. “I think you can really only discover it by using it often, or at least that’s probably the fastest way to discover where you’re at.”

(0:06:46) - Podcast Solutions and Industry Growth

Our conversation turns to Alex’s Podcasting Made Simple show and the reasoning behind his Podmatch and Podscore apps for podcasters. “The whole idea,” he explains, “is can we help them make the whole process less stressful and more organized through some project manager software that doesn’t take time to learn, something really easy, specifically for releasing episodes, and we help them get more reviews.” He talks about his belief in the power of podcasting to connect and help people all over the world, and about the mission that drives him as both a podcaster and app designer: “that’s really my whole mission behind it, it’s just: can we continue to make this thing possible for podcasters?”

(0:11:13) - Impact of Podcasting and Changing Trends

We also talk about how podcasting has broken into the mainstream and become a part of everyday life, with podcasts that rival television ratings and television shows like Only Murders in the Building revolving around podcasting. Alex talks about how the media and advertising industries have come around over the past ten years, and particularly since the pandemic: “Now we’re realizing we have a voice that can be heard through podcasting, and so all these companies are listening.”

(0:16:19) - Podcasting

Alex also gives us his tips on starting a podcast while avoiding podfade, the tendency of many podcasts to eventually fizzle out and disappear without warning. “If you just wanna start one,” he says “I guess it doesn’t matter. But if you do want people to listen, listener experience is important.” We also talk about YouTube’s foray into the podcasting market, and what the involvement of such major companies and opaque algorithms could mean for both independent podcasters and RSS. “We have to protect how individually powerful it is,” he says, “without getting into what I call the vanity metrics.”

(0:28:00) - Discovering Your Unique Voice in Podcasting

As our conversation comes to a close Alex shares his thoughts on the value of podcasting, and the role he sees it playing as people around the world become ever more connected. “The more, like, you can get to just the core of who you are,” he explains, “why you’re doing this. I find that you can just really develop that voice in such an authentic, passionate way that it actually does change lives.”

Episode Summary

The value of content and finding your authentic voice as a podcaster.
Alex’s work with PodPros and the latest developments of their podcast apps.
How podcasting’s gone from obscurity to a mainstream role in pop culture.
Tips for avoiding podfade and how YouTube might change the podcast industry.
The importance of independent podcasters and what the future may hold.

Connect with the Guest

Find Your Podmatch Here: https:/www.podmatch.com/

Organize Your Show Like a Pro: https://www.podcastSOP.com/

Podcasters’ Success Resource: https://podpros.com/

Podcasting Made Simple: https://podpros.com/episodes/

Resources for Podcasters: https://podpros.com/win

Connect with Alex Sanfilippo on LinkedIn: https://www.linkedin.com/in/alexsanfilippo/

Follow Alex Sanfilippo on Facebook: https://www.facebook.com/AlexJSanfilippo/

Follow Alex Sanfilippo on Twitter: https://twitter.com/AJSanfi/

Follow Alex Sanfilippo on Instagram: https://www.instagram.com/ajsanfilippo/

Subscribe to Alex Sanfilippo on TikTok: https://www.tiktok.com/@podpros_com/

Subscribe to Alex Sanfilippo on YouTube: https://www.youtube.com/c/PodPros_com/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Art and Science of Podcasting: A Conversation with Alex Sanfilippo - Part 1

Wed, 13 Dec 2023 06:00:00 -0400

“Usually my podcast, I’d say, I probably say eight months of the year, it has no advertisement at all. But that way, when I do place it in, it’s on every single episode, and it’s there just for a short time to really pique someone’s interest, cause they’re like ‘This is different. What is this?’"

“Yeah, that’s a really good option. Yeah, I like the dynamic insertion at the very beginning too, because people are that’s when they’re you’ve got them hooked. They’re there to listen, so you may as well. Yeah, that’s a really good option.” -- Alex Sanfilippo

This episode’s guest is an entrepreneur as well as the CEO and founder of PodPros, a podcasting software company. He’s also the host of the top-rated podcast Podcasting Made Simple and is a leading educator when it comes to podcasting. His name is Alex Sanfilippo, and his ground-breaking business ventures have shaped the world of podcasting in a big way. If you’re looking to make more out of your podcast while also retaining your sanity, Alex has a few tricks up his sleeve that’ll help.

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 and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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) - A Journey Into Podcasting

As the episode starts, we talk about how a sore throat forced Alex to postpone his first appearance on the show, and how Audio Branding just recently crossed its 200th episode milestone. “I can just tell you off the head,” he says, “because I just looked at these numbers. So, at the time of recording this, you have just under a 6% chance of making it to 200 episodes.” Alex also tells us about the hearing difficulties he suffered as a child and the surprising chiropractic treatment that helped him recover. We talk about children’s audio dramas like Adventures in Odyssey, and how they captured his imagination in a way that TV shows never quite managed. “But whenever it was audio only,” he says,” I would create the visions myself and I think that a lot of my creativity is owed to those moments.”

(0:05:15) - Podcasting and Software for Podcasters

Alex tells us about his first encounter with podcasting, and how skeptical he was that anyone would just listen to a voice recording on a computer. “That’ll never work,” he remembers saying. He quickly changed his mind, though, as he began to listen for himself: “From that moment on,” he tells us, “I was like, ‘I love this, I hope it never goes away.’" We talk about how he began researching software and equipment during his early days of podcasting straight from his car, and the importance of not only having the right message but using the right words to express that message. “A picture is worth a thousand words,” Alex says, “and I always say, ‘but the right words are priceless.’ It’s just a matter of discovering those right words, and when you discover them, man is that powerful.”

(0:14:08) - Podcasting and Advertising Strategies

We also talk about advertising and tips for monetizing podcasting, and Alex and I discuss the importance of unity in podcast branding.“If you do have a product or service of your own,” he explains, “I always say that’s what you should be promoting.” He tells us about a vertical gardening podcast that became a financial hit without selling a single ad, and how the best thing to sell on a podcast is yourself and your business rather than an assortment of industries. “I’m not saying to avoid the advertisements,” he notes, “just find a true sponsor if you don’t have your own product or service. But if you do, you’re always gonna do better selling your own thing, and I think it’s better not to muddy the water.”

(0:24:24) - The Importance of Authenticity in Podcasting

Alex also tells us about dynamic insertion, a technique for digitally integrating separate audio into a podcast episode, and how he uses it sparingly, and in unexpected ways, to grab the listener’s attention. “That way,” he says, “when I do place it in, it’s on every single episode and it’s there just for a short time to really pique someone’s interest.” He offers his tips for presenting your authentic self through your podcast, and gives us a reminder of one easily overlooked but critical branding detail: “Say the name of the show and say who you are every time. There’s a lot of podcasts I listen to and some of them I really like. So I wanted to like reach out to the host, but they never say their name.”

(0:27:08) - Importance of Consistency in Podcasting

As the first half of our discussion comes to a close, Alex talks about how podcasting has helped build his confidence and reminds podcasters to be consistent and respectful to listeners, including letting them know what the show’s about and how long it’ll be. “They’re actually some of the smartest people on the planet that are listening,” he says about podcast listeners, “and so it’s kind of an interesting thing. But we’ve got to learn to develop our voice and really be ourselves through it.”

Episode Summary

How chiropractic care helped treat Alex’s childhood hearing loss.
The unique power of audio storytelling to spark our imaginations.
Alex’s first encounter with podcasting and how it changed his career.
The secret to successful branding and podcast monetization.
How podcasting taught Alex the value of confidence and authenticity.

Tune in next week as we take a closer look at our early podcasting stints and missteps, some of the innovations and new developments in Alex’s podcasting apps, and how podcasting became a pop cultural mainstay, from Only Murders in the Building to their arrival on YouTube.

Connect with the Guest

Find Your Podmatch Here: https:/www.podmatch.com/

Organize Your Show Like a Pro: https://www.podcastSOP.com/

Podcasters’ Success Resource: https://podpros.com/

Podcasting Made Simple: https://podpros.com/episodes/

Resources for Podcasters: https://podpros.com/win

Connect with Alex Sanfilippo on LinkedIn: https://www.linkedin.com/in/alexsanfilippo/

Follow Alex Sanfilippo on Facebook: https://www.facebook.com/AlexJSanfilippo/

Follow Alex Sanfilippo on Twitter: https://twitter.com/AJSanfi/

Follow Alex Sanfilippo on Instagram: https://www.instagram.com/ajsanfilippo/

Subscribe to Alex Sanfilippo on TikTok: https://www.tiktok.com/@podpros_com/

Subscribe to Alex Sanfilippo on YouTube: https://www.youtube.com/c/PodPros_com/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Exploring the Unheard: A Conversation with Andrea Cera - Part 2

Wed, 06 Dec 2023 06:00:00 -0400

“Also, because nobody listened to these sounds, even the nurse that should be paying attention. They really, they got used to this kind of droning sensation."

"You have to tune it out."

"Yes, yes, and imagine the mental load to do that, to tune out these kinds of sounds, and, of course, imagine the poor people that are in the hospital as a patient as well." -- Andrea Cera

This episode’s the second half of my discussion with sound designer and composer Andrea Cera as we talk about his trial-and-error work on creating electric vehicle soundscapes, how the pandemic changed his work and his view of sound, and the perils of being his own audio guinea pig.

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 and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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) - From Intrusive to Non-Intrusive Sounds

As the second half starts, Andrea tells us about the challenge of building an electric vehicle's interior soundscape from scratch. "You start to think," he says, "'Oh, okay, I'm doing this sound, and some poor person will have to listen to this sound every time he jumps in the car.'" We discuss the trial-and-error process he used to decide which sounds work best, and how quickly he became his own worst enemy. "So I started to design some of these," he tells us, "and I make the experiment to each day listen to this at least once. And after one week I wanted to kill the sound designer, which is myself."

Andrea also delves deeper into how the brain processes sound and music, and why musical ringtones on phones might not be such a good idea after all. “If you,” he explains, “each time you have a call, you receive a melody, you have parts of your brain that have to recognize the melody, retrieve it from memory catalog. Okay, this is a melody, and this is all mental fatigue for nothing.”

(0:11:47) - Impact of Remote Work on Sound

Our discussion turns to the pandemic and how the shift to remote work impacted Andrea’s research. “The research on low-intrusiveness for me is from before,” he explains, “and the pandemic didn’t really create a particular interest in that. On the contrary, what I really discovered during the pandemic is the possibilities of remote work in audio.” We talk about how online tools have removed the need for most of the face-to-face work we both remember from our early career, and about how the increased stress and frustration after the pandemic stem in part from the sounds that we’re surrounded by. “I think that you know the phenomenon of road rage,” he says. “Probably a little bit of this could be really changed with a sonic atmosphere inside of the car [that’s] less aggressive, less stressing.”

(0:20:17) - Impact of Sound on Movement

Andrea goes on to tell us how he's working on larger, more ambitious programs to document sounds in hospitals and even city sounds. "Now we are on a project for studying how polluted urban soundscapes influence the quality of movement," he explains," so how your ability to be in balance, to be fluid in movement, can be disturbed by hearing sounds with a lot of roughness, for instance, or with a big spectral contrast from the background." We also talk about the ethics of experimenting with sound on human subjects, and how often Andrea himself is the test subject. "Yes, the problem is that normally it's me who has to be the real guinea pig," he says. "I mean with me, I can try the hard stuff."

(0:28:20) - Contact Information and Website Discussion

As our conversation comes to a close, Andrea tells our listeners how we can reach him online. “I have a horrible website,” he jokes. “It’s an incredibly horrendous website.” He also shares a YouTube link to the unobtrusive ringtones he designed for himself that you can download for yourself: you can find the same link just a little further down this page along with his social media links.

Episode Summary

Andrea’s research into crafting the perfect synthetic soundscape for vehicles.
How the human brain processes obtrusive and unobtrusive sounds in different ways.
The impact of the pandemic and remote work on Andrea’s audio research.
Andrea’s latest work on improving hospital and urban soundscapes.
How to reach Andrea online or download his custom ringtones for free.

Connect with the Guest

Website: https://www.andreacera.info/

Low Intrusiveness Ringtones: https://youtu.be/NURXqMIrrpU/

Connect with Andrea Cera on LinkedIn: https://www.linkedin.com/in/andrea-cera-b08264b4/

Follow Andrea Cera on Facebook: https://www.facebook.com/andrea.cera.sound.design/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Unveiling the Language of Sound: A Conversation with Andrea Cera - Part 1

Wed, 29 Nov 2023 06:00:00 -0400

“I don't know if in Canada or in the States the sounds are different, but here, Toyota, for instance, is very abstract, high-pitched, it's a bike or like 'peeeeee,' like this, for instance. The Renault is more reassuring, more warm, it's welcoming, it's a little bit more, you know, it's less cold than other sounds."

"Sure, yeah. Well, I guess maybe if it doesn't focus specifically on the sound of the engine, but even the engine sounds have been changing over the years right, yes. They're getting, like you said, they're getting softer or they're getting electric."

“Yeah, absolutely” -- Andrea Cera

My next guest is an Italian sound designer and composer, classically trained in piano and composition, along with extensive learning in computer music. Since 1998 he's created over 40 soundtracks for contemporary dance and theatre works. He's collaborated with the prestigious Casa Paganini – InfoMus, a research center and university in Genova, on research projects about cross-modality and human movement sonification, and a few years ago he began a collaboration with IRCAM and Renault for the design of external electric car sounds, from Renault Zoé to the new E-Tech 2022.

His name is Andrea Cera and if you’d like to know more about designing sound for a purpose, he’s definitely the right person to ask. We’ll cover both sides of the coin, from subtle soundscapes and ambiance to aggressive music and even using noise as art. It’s a fascinating discussion, so stay tuned!

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 and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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) - The Power of Sound

As the episode begins, we talk about sound's power to move its listeners, to spark powerful emotions like excitement and fear, and even, in one case that Andrea recalls, to stop a riot. "There is one moment," he says, recounting the infamous 1969 Altamont Free Concert, "where The Thirteenth Floor Elevators play, and the girl who sings, they see a riot, and she starts calming the people, and she has this, like, in, I don't know, ten seconds. She talks like with your tone, like this, and the riot stops."

He also tells us about how the power of sound first inspired him as a young man when, while working in the theater, he saw for himself the effect his music and sound design had on audiences. “And it was around that age,” Andrea explains, “that I really started to say, wow, I mean, what you learn studying composition really works in a kind of subconscious way” He also explains his philosophy when it comes to sound design, and how, when it comes to audio, less is often more: “For me, design is distillation, it’s taking away and just using the minimum necessary to convey a sensation.”

(0:12:25) - Car Sounds and Branding Evolution

Our conversation turns to Andrea's sound design work with electric and self-driving vehicles, and the challenge of holding a driver's attention in what might otherwise be a noiseless environment. "So the car is driving," he explains, "you are reading your paper, but there are some sounds that help you understand what the car is doing. For instance, if there is a sudden turn, you have a little beep-beep to be sure that you don't get surprised." He tells us how, in the absence of engine sounds, it's up to the manufacturer to decide how a car sounds, and the inspiration he took from science fiction while trying to decide what an electric vehicle should sound like. "We did some reviews of also the movies," Andrea tells us, "how in cinema some designers from the past imagined sound of non-combustion vehicles, to understand if the collective imagination is ready for certain types of sounds."

We also talk about how the automobile soundscape has evolved since the heyday of noisy muscle cars in the 1970s. As Andrea notes, that change hasn’t been entirely for the better. “Probably in the ‘70s the traffic noises were more homogeneous,” he explains, “because the cars were more or less the same. Now you can have like one minute of bliss, almost silence, an electric car passing, and after two minutes you have a super loud [sound] and that’s maybe that’s even worse than before.”

Episode Summary

The power of sound to stir people, spark a panic, or calm a fearful crowd.
Andrea’s firsthand experiences with seeing how sound can move an audience.
Designing new automotive soundscapes in the age of electric vehicles.

Tune in next week as we take a closer look at Andrea’s process for designing vehicle soundscapes, what the pandemic taught him about both remote work and everyday stress, and how he’s working to transform the audio experience of everyone from urban commuters to hospital patients.

Connect with the Guest

Website: https://www.andreacera.info/

Low Intrusiveness Ringtones: https://youtu.be/NURXqMIrrpU/

Connect with Andrea Cera on LinkedIn: https://www.linkedin.com/in/andrea-cera-b08264b4/

Follow Andrea Cera on Facebook: https://www.facebook.com/andrea.cera.sound.design/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 New Era of Sonic Branding: A Conversation with Jack Bradley - Part 2

Wed, 22 Nov 2023 06:00:00 -0400

“My now retired business partner, who was the head composer for this company for years and years and years, he put that perfectly, and he said, I remember he talked to a young composer. He said, ‘Look, at the end of the day, it’s the difference between art and craft,’ said, ‘when you’re making your own music and you’re doing your own thing, it’s art, it’s art for you. You’re the artist and you’re making it and you can make it whatever you want, whatever you want. But when you’re making something for a brand, it’s a craft. You’re being hired to make a specific thing.’" -- Jack Bradley

Can you hear a brand? This week we continue to explore the world of audio branding with our audio expert and executive producer Jack Bradley. In the second half of our conversation, we talk about how the creation of music for a brand is a delicate blend of skill and ingenuity, between time constraints and client expectations. The sonic branding landscape has evolved drastically amid the pandemic, with the boom of podcasts and TikTok reshaping how we perceive branded music. We explore what this means for brand recognition when this happens and how a deeper understanding of a brand can lead to a refined, recognizable audio identity. Issues of negotiation, payment, and licenses in sonic branding are also touched upon, revealing the underlying complexities of this booming industry.

We also delve deeper into the converging worlds of AI, remote work, and audio-first social platforms. With AI-generated music, who holds the creative rights? How is the rise of influencer musicians impacting the industry, and how is the potential for more branded content shaping the future? Jack also takes us behind the scenes, sharing the best online audio resources and offering a sneak peek at some of his current sonic branding projects.

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 and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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) - Audio Branding

We explore the difference between art and craft when it comes to audio branding. As Jack puts it, “When you’re making your own music and you’re doing your own thing, it’s art, it’s art for you. You’re the artist and you’re making it and you can make it whatever you want, whatever you want. But when you’re making something for a brand, it’s a craft.” We discuss how clients will often pay for an audio brand and then neglect to use it effectively, as well as the challenge of having to work within the constraints of time and budget. We also explore the role data plays in decision-making, and how quickly the branding situation can be changed if the numbers just don’t match up.

(0:05:46) - The Impact of Sonic Branding

Jack talks about the pandemic and how it changed the sonic branding game with the explosion of podcasts, remote work, and TikTok. “For us,” he explains, “like, we now have a whole arm that does audio post, and I would say 85% to 90% is remote, is done through Zoom calls.” We explore the importance of understanding the brand and deciding whether voices or music matter most in branding. We also discuss the importance of negotiating payment and licenses for sonic branding, and what factors can make it important for a company to own its own audio resources.

(0:15:52) - AI, Remote Work, and Social Media Impacts

We take a closer look at the implications of artificial intelligence on audio branding. Who holds the intellectual property rights of creative works that are generated by AI? How are the tools used to create them improving? We explore the power of social media and branding on short-form media outlets like TikTok and YouTube Shorts, and the rise of influencer musicians, and we reflect on the hustle of audio production and how building relationships with agencies is more important than ever. “Now it’s like, you need to have two or three hundred people that trust you,” he says, “and this stuff’s happening in a matter of hours in many cases, and it’s just, all that stuff has changed. And it will continue to [change]. It’s never going to go back to be the way that it was”

(0:28:11) - Finding the Right Audio Service

As our conversation comes to a close, we also touch on some of the different audio services out there, such as Riverside FM, Squadcast, and Zoom and, Jack tells us about some of the different audio projects he’s working on, such as DraftKings, Craftsmen, and Planters, as sonic branding continues to evolve and change the industry. “I think that I’m starting to see that now,” Jack explains, “where, instead of getting the like, hey, we’re doing this little thing, they’re coming in saying, ‘okay, we’re going to try this bigger thing, we’re doing a campaign,’ or where you know, this brand’s been thinking about this for a year, but now they really want to go ahead and do this thing. So it’s exciting.”

Episode Summary

Audio branding is a craft, one that’s often constrained by time and data-driven decisions.
How the pandemic changed audio and the importance of understanding your brand.
AI’s impact on audio branding, social media branding, and influencer musicians.
We discuss online audio resources and Jack’s latest sonic branding projects.

Connect with the Guest

Website: http://www.hifiproject.com/

Connect with Jack Bradley on LinkedIn: https://www.linkedin.com/in/jackbradley2112/

Follow Jack Bradley on Facebook: https://twitter.com/jackbradley2112/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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 Evolution of Audio Branding: A Conversation with Jack Bradley - Part 1

Wed, 15 Nov 2023 06:00:00 -0400

“I would just play these crazy ‘80s drum beats and then I’d play on top of it and it was like the coolest thing ever. So it always became this really important thing to me too, and I couldn’t describe it in any way professionally at all. I mean, I was just a kid. But I was thinking about this like, I don’t know. I assumed some kids were, like, super into BMX bikes or something. Like, this was like my thing, and I think, again, that just really helped push me into that world.” -- Jack Bradley

What does it take to craft the perfect sound that lingers in your mind long after you’ve seen an ad? This is a question veteran sound designer and HiFi Project CEO Jack Bradley, with over 25 years of experience in the content music and audio industry, has dedicated his career to answering. In this episode, we explore the intricacies of audio branding and uncover the latest industry trends and the power of sound in shaping viewer’s perceptions. Jack takes us behind the scenes, revealing the technical process involved in sound design, from session booking to mastering such resources as Pro Tools. As the audio landscape continues to evolve, we delve into the shift from creating to curating as well as the expanding market for custom music for campaigns. We also discuss the implications of using non-exclusive music and the importance of creating unique content.

Our discussion also explores the role of sound in TikTok advertising and how the emergence of social media platforms has transformed sound design. Jack provides invaluable insights into creating short, impactful tracks for a variety of online platforms. From seven-second spots to fifteen-second TikToks, learn how he has successfully crafted effective soundtracks for various campaigns. If you want to learn more about what sort of audio goes into creating a great ad campaign, stay tuned.

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 and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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 Advertising

As we start the episode, Jack shares his personal journey into the field of production, drawing upon his mother’s passion for the piano and how it helped shape his love of music, as well as classic cartoons like Bug Bunny’s “Rhapsody Rabbit” that first introduced him to classical composers. “They used a ton of it,” Jack recalls from his childhood, “and why not? It was public domain, and they had access to it. I know that there’s a ton of literature out there that talks about the power of Looney Tunes and Warner Brothers and using classical music, but that one, in particular, has always stuck to me.”

(0:09:01) - Early Inspiration for Music

Jack also shares his passion for analog synth music of the 1980s and how it made a lasting impression on him. “Especially the very thematic stuff that was happening,” he explains. “The theme from Knight Rider or like Tangerine Dream and I remember the theme from Street Hawk. I thought it was the coolest thing I’d ever heard.” He shares how ’80s synthwave music led to his first drum machine and making his own electronic music. “At the time,” Jack recalls, “it was just like I just wanted drums and there really wasn’t a way to play drums on the keyboard. So I had this drum machine.”

(0:17:38) - Audio Branding and Changing Trends

The conversation turns to Jack’s experience working with an audio company and the invaluable lessons he learned from being in different sessions. We discuss the technical aspects of sound design, from booking a session to understanding the complexities of Pro Tools. We also explore how Jack’s experience with sound design has impacted his current approach to music production. “I can talk about it mostly through the lens of music,” he explains, “because that’s 90% of what my company does, but then I can definitely talk about the audio post thing too, especially more recently. But in terms of music and music for branding and music, it changed so much because when I first started.”

(0:21:41) - Music Trends and Market Shift

Jack and I discuss how access and quality of stock music improved drastically due to the recession, and how the influx of music streaming services led to a shift in mindset from creating to curating. We explore the market for creating custom music for campaigns, and the pros and cons of using music from non-exclusive libraries. Jack shares the importance of creating exclusive content that can’t be found anywhere else. “You could be this brand,” he explains, “and put your commercial out and then three days later here the same piece of music on somebody else’s commercial.”

(0:29:11) - Sound’s Role in TikTok Advertising

We also explore how the rise of TikTok and other social media platforms has led to a shift in sound design and the importance of creating short, impactful tracks for a variety of platforms. From seven-second spots to 15-second TikToks, Jack shares his experience of creating music for brands and how he has been able to create effective soundtracks for various campaigns. We also discuss how access to stock music has improved due to the recession and streaming services, and how these changes have allowed for more freedom when it comes to sound design. “TikTok,” Jack says, “at the end of the day, is really just like a media outlet, right? That’s user-generated. Or, in this case, it’s brand entertainment. So if the brand’s doing their job right, a 15-second TikTok doesn’t look like an ad at all.”

Episode Summary

We discuss audio branding, storytelling, and creating powerful connections.
How Jack’s childhood was shaped by classic cartoons, jazz piano, and ’80s synthwave.
Jack shares his sound design experience and social media’s impact on music.
We talk about stock music, streaming services, and creating custom music.
Jack and I discuss how TikTok has helped transform audio design and branding.

Tune in next week as we take a deeper dive into the thorny questions artificial intelligence is already raising within the creative industry, how the pandemic helped create an audio ecosystem unlike anything we’ve heard before, and some of the best online audio editing resources.

Connect with the Guest

Website: http://www.hifiproject.com/

Connect with Jack Bradley on LinkedIn: https://www.linkedin.com/in/jackbradley2112/

Follow Jack Bradley on Facebook: https://twitter.com/jackbradley2112/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Unveiling the Future of Sonic Branding: A Conversation with John SanFilippo - Part 2

Wed, 08 Nov 2023 06:00:00 -0400

“But if it’s a narrator, which it is, like, 90% of the time, why would you need to know their gender as long as they’re getting the message across? You wouldn’t be wondering what color shirt they’re wearing, why do you need to know what gender they are? So I’m really pleased that the industry is heading in this direction, and I’m even more pleased that clients have so far been very receptive to it. Yeah, it’s great.” -- John Sanfilippo

Are you ready to hear the roar of a Ferrari's engine like never before? Get set for an immersive journey into the world of sonic branding with John Sanfilippo, an expert in the field. Together, we explore the concept of audio logos and how industry-specific sounds can create a powerful sonic logo. We discuss the innovative ways Ferrari and Harley Davidson leverage their unique engine sounds within their branding and explore potential criteria for businesses looking to tap into sonic branding.

We also touch on the future of sound in branding and delve into thought-provoking scenarios such as reactions to non-binary voices as well as the impact of AI and synthetic voices on the industry. John shares intriguing insights from his experiences, shedding light on how the next generation could play a pivotal role in shaping the future of sound. Whether a small business or a large corporation, our conversation is packed with valuable insights to help you forge a stronger bond with your customers. Stay tuned for a fascinating look at just where audio branding might be heading next.

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 and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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) - Sonic Branding in Marketing

I talk with John about using sound from an industry in an audio logo, incorporating product sounds into a sonic logo, and how car companies are shifting from using the outside of the car to get the ambiance to the inside. We also chat about how Ferrari uses the roaring engine sound and Harley Davidson has tried to trademark the sound of their engines. “It’s a very distinctive sound,” John tells us, “yeah, because I mean, you can rev like a, you know, a Honda Civic and it’s not going to sound all that cool. But if you’ve got like a Dodge Charger, it’s going to have a very distinctive roar.”

(0:07:47) - Audio Branding

The conversation turns to the importance of sound in business, and how audio branding can create an emotional connection with customers. We discuss the varying scales of business and how that can affect the price of audio branding services, and about the resurgence of the full-sing jingle. “It’s fun,” he says about Tic Tac’s new jingle, “it’s you know, it’s on point. It fits the brand and it’s catchy, and it’s not catchy in an annoying way. It’s engaging and it’s fun, and it doesn’t take itself too seriously and I think it works really well. So I'm curious to see where that goes in the coming years.”

(0:22:45) - The Future of Sound

We continue to explore the idea of audio branding and how it can create meaningful connections with customers and clients. John shares his experience working with clients and their positive impressions of non-binary voices. We also discuss the impact of AI and synthetic voices, particularly clone voices, and the potential of the next generation in terms of sound. “The AI thing is tricky,” he says. “A lot of people ask me, you know, ‘What do you think of AI? What do you think of clone voices and clone voices like clone singers? You can, you can make new Elvis songs now, stuff like that.”

Episode Summary

John and I discuss using sound in business, audio logos, and car ambiance.
We discuss how audio branding creates connections and the potential of jingles.
John shares his experience with AI voices and next-generation sound.

Connect with the Guest

Website: https://soundwise.audio/

“The Full-Sing Jingle: Is It Coming Back?”: https://soundwise.audio/2023/06/01/the-full-sing-jingle-is-it-coming-back/

Connect with John Sanfilippo on LinkedIn: https://www.linkedin.com/in/johnsanfilippo/

Follow John Sanfilippo on Facebook: https://www.facebook.com/SoundWiseAudio/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Exploring The Power of Sonic Branding: A Conversation with John Sanfilippo - Part 1

Wed, 01 Nov 2023 06:00:00 -0400

“Loyalist College, they have their own marketing people, they had just done a visual rebrand, so it was the perfect time for a sonic – not even a rebrand, they never had any kind of sonic strategy. So that was very exciting. And they had this new young marketing team too, and they were really receptive to new ideas, and they had this agency on board that had done their visual rebrand and their overall rebrand, and they were great to work with too. So it was a longer process and it was more involved, but it was all the right people on board, so it did go very smoothly even though it took a bit longer. Whereas that real estate agent, that was also a great experience, but it was just a completely different thing because I realized I'm not really branding a business, I'm branding a person." -- John Sanfilippo

This week’s guest has had a storied career, from music to media and advertising, and then to their synthesis in audio branding. He founded the sonic branding and production company now known as SoundWise in 2012, and he’s worked with businesses big and small to bring their brand into the realm of sound. His name is John Sanfilippo and in this episode, we’ll be unpacking his journey into audio branding and how the industry has transformed into the powerhouse it is today.

One of the most intriguing aspects of our discussion was the creation process of a sonic identity, a signature sound so unique it resonates without visuals or words. We dove deep into the connection between voiceover and sonic branding communities, reminisced about early sound experiences that have left a lasting impression on us, and even ventured into the iconic album Thriller by Michael Jackson. All the while, John expertly guided us through the process of using a brand's media, touchpoints, and environments to craft a compelling and recognizable sonic identity.

John also shed light on the nuances of audio branding for different-sized companies and the importance of understanding the emotional core of a client. We chatted about the creative push that comes with fresh ideas and the importance of integrating non-musical elements into audio logos. So, tune in, get comfortable, and let your ears guide you on this exploration of 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 and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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) - The Power of Sonic Branding

John shares his journey of how he got into audio branding and how it has evolved over the years. “The industry is very interesting right now,” he says, “because there are so many people doing it, but there isn’t anybody necessarily flying the plane. You know, there isn’t like one sort of authority figure saying this is how it is now, which I think is probably a good thing.” He explains the process of creating a sonic identity that is so distinct and consistent that it could work without visuals or words and shares his tips and insights on branding with sound today and about what the future might hold.

(0:04:11) - Audio Branding and Early Sound Exploration

We also explore how the voiceover and sonic branding communities are linked, the importance of a tactile component to sound, and the early sound experiences that have moved us. We discuss the iconic album Thriller by Michael Jackson, its guitar solo by Eddie Van Halen, and an intriguing discovery about the pool tables in the music video: “I don't know if they were like just like weird prop tables that somebody made and forgot to put holes in them,” he says, “but it's the weirdest thing I saw.”

(0:16:02) - The Power of Sound in Branding

Our conversation turns to the process of sonic branding and audio production. “The first thing we generally do,” John explains, “is what I like to call the audio audit. So we look at the brand’s media, its touch points, its environments, all those places where sound can be exploited in some way, where we can put our signature on it.” John also talks about an exciting fusion of sound and animation that he’s working on right now and the avian inspiration behind Soundwise’s own audio brand.

(0:30:10) - Audio Branding for Small vs. Large

We discuss the differences between audio branding for small and large companies, the importance of understanding the emotional core of the client, and the process of creating a sonic logo that stands out. “So I thought,” he tells us, “okay, no, sonic logo is definitely the way to go. So once I had that melody I thought, okay, we can incorporate some non-musical elements. So when you hear it you'll notice the melody is accented by some key and door sounds, so you get that melody, but you also get that texture.” We also explore the benefits of working with a client, the creative push that comes with new ideas, and the importance of incorporating non-musical elements into sonic logos.

Episode Summary

John shares his journey of audio branding and its evolution.
We discuss Michael Jackson’s Thriller and Eddie Van Halen’s guitar solo.
John explores audio production, signature sound, and early sound experiences.
How audio branding can work for both small and large companies.

Tune in next week as we share some of the secret audio branding tricks of vehicles like Ferrari and Harley Davidson, the triumphant return of the full-sing jingle, and how the next generation of AI and synthetic voices are dramatically reshaping the audio branding landscape.

Connect with the Guest

Website: https://soundwise.audio/

“The Full-Sing Jingle: Is It Coming Back?”: https://soundwise.audio/2023/06/01/the-full-sing-jingle-is-it-coming-back/

Connect with John Sanfilippo on LinkedIn: https://www.linkedin.com/in/johnsanfilippo/

Follow John Sanfilippo on Facebook: https://www.facebook.com/SoundWiseAudio/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Celebrating Your True Self: Insights on Creativity and Value: A Conversation with Danielle Soccio - Part 2

Wed, 25 Oct 2023 06:00:00 -0400

“One of my clients said, you know, he literally stopped doing gigs for free or for a low pay because he was able to just stand in his body and realize that some part of his inner body was saying to him ‘you're worth more than this.’ And so he was able to hear that within himself, and it helped really shift that mindset, and so now, he said, ‘I'm doing way better gigs and I'm always saying ‘this is my price, that’s it,’ you know,’ and, and when you say it and do it in this powerful but grounded state, people respond to you better as well.” -- Danielle Soccio

This episode’s the second half of my discussion with singer, speaker, and creative mentor Danielle Soccio as we discuss how she’s helped clients recognize their true worth, how the value of creativity has changed in recent years, and how sound can help us celebrate our authentic selves.

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 and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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.

Recognizing Your Value

"One of my clients came to me,” Danielle recalls one of her most memorable mentoring successes, “because she'd had this dream of always wanting to sing, to perform, and she thought that's why she needed to see me." We talk about how those voice lessons instead led her client to realize how much she hides her true self from others and to find the courage to speak with her own voice. We also talk about her work with musicians, and how the age of Spotify has only worsened the tendency of young artists to sell themselves short. "Some of my clients used to perform for free and to perform for very little,” she explains. “It's a very common thing for musicians to undervalue themselves."

The Inner Self

Our discussion touches on art in the digital age and how the convenience of online audio may have also helped devalue it. "I think people value the arts to a certain point,” Danielle says, “but they just don't comprehend how much time and energy and focus needs to go into creating such beautiful art." We talk about the goal that guides her through every mentoring role she takes, and her definition of success: "To be able to absolutely be who I am,” she tells us, “and be accepted for that and be able to freely express that out in the world." "It's [about] the physical self,” she explains, “but also the inner self.”

Our Stories and Songs

As the episode comes to a close, Danielle tells us about the power of sound since the beginning of time to connect us to one another. "I think sound is ultimately, as human beings, how we connect with each other,” she says, “through our stories, through the lyrics of our songs, through our conversations." We talk about her upcoming book and the new album she’s working on, and her hope in helping people find their inner voice. “If we shared that with each other more often,” Danielle says, “and connected with people more in that way I think there would be far more harmony in the world."

Episode Summary

How a singing lesson helped Danielle’s client speak with confidence.
The value of musicians and creativity in a world where everything’s online.
Understanding your true worth and listening to your authentic self.
Danielle’s upcoming book, album, and her hope for the future of sound.

Connect with the Guest:

Website: https://daniellesoccio.com

Download Your Free eBook, “How to Courageously Live a Fully Expressed Life”: https://www.daniellesoccio.com/ebook/

Book a free call: https://daniellesoccio.as.me/

Connect with Danielle Soccio on LinkedIn: https://www.linkedin.com/in/danielle-soccio/

Follow Danielle Soccio on Facebook: https://www.facebook.com/DanielleSoccioAwakenYourVoice/

Follow Danielle Soccio on Instagram: https://www.instagram.com/daniellesoccio_awakenyourvoice/

Subscribe to Danielle Soccio on YouTube: https://www.youtube.com/channel/UC6jRvoiGAVCLJXbX1pw1c8A

Listen to Danielle Soccio on Spotify: https://www.linkedin.com/in/danielle-soccio/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Exploring Sound & Self: Musical Connections and Personal Growth: A Conversation with Danielle Soccio - Part 1

Wed, 18 Oct 2023 06:00:00 -0400

“It’s part of it, but the deeper part is truthful, authentic, safe, safe to express yourself, and I think that’s the biggest problem in this, you know, one of the biggest problems in the world. [It’s] that people don’t feel free to express themselves, to truly express who they are or what they want to say.” -- Danielle Soccio

This episode’s guest is an accomplished singer and performing artist, creative mentor, speaker, and author from Melbourne, Australia. She’s performed in prestigious concert halls, on major television events, in the theatre, and she’s produced her own one-woman shows. She’s recorded numerous works beginning with her first album of standards, Hope, and original music that can be heard on major streaming services. Her passion is performing, and she’s sung before a viewing audience of a billion people. She’s also the creator of Awaken Your Voice, creating cutting-edge voice and transformation programs for artists, entrepreneurs, professionals, and individuals. She works with people who want to express themselves with greater presence and impact, in a larger, more meaningful way so they can achieve their goals and dreams. She’s helped transform thousands of people into confident and courageous individuals, with a newfound clarity, voice, and vision for their life.

Her name is Danielle Soccio, and this conversation will help you dig deeper into what’s causing your roadblocks and keeping you from being your best self – and how it relates to 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 and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. 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.

The Power Within

As the episode starts, we talk about Danielle's early memories of sound, and how her mother's ABBA and Barbara Streisand albums sparked her love of music. "That's where, I think, sound really started to influence me in a really big way," she explains. "And for me, it was through singing." She tells us about her concert performances and the sense of inner power and deep connection they bring. "When I sing and perform," she says, "there's just something that's happening inside, you know, and I can just feel the power and vibration of my voice... and that's a really beautiful, amazing experience."

Intention, Harmony, and Melody

Danielle tells us how her love of music and experience as a musician inspired her to delve deeper into the power of sound as a way of forging connections between people. “I can feel that there’s something really powerful, sound and everything, attached to it,” she says, “intention, harmony, and melody that can travel across the room and impact and influence people, and move them in a very deep way.” She tells us about how music awakened her to her inner voice, and how she came to realize that such an awakening isn’t always that easy for people who might not be musically inclined. “I started to realize,” she recalls, “that this inner voice... not everyone really listens to or has access to it.”

The Back of Our Body

Our conversation turns to how she now helps people find their inner voice, and she gives us an on-air demonstration of an exercise listeners can follow along with to find their center. "Not only does the sound come out much better, much richer, much fuller," she explains, "but it also comes out far more authentic and truthful." Danielle walks us through the process of relaxing and connecting with our physical and inner selves, and explains the philosophy behind it: "Finding that stillness, the still point, I think that's really necessary." She goes on to explain how modern distractions and the pace of everyday life can disconnect us from our authentic selves. "We're often in this go-go-go mentality of being in the front of our body, we're moving forward pushing forward. But we don't sit often enough in the back of our body. And to access this deep state, we want to be in that part of our body as well."

Busy Monkey Minds

Danielle tells us about what she calls our “busy monkey minds,” our constant stream of thoughts and worries about getting everything done, and we continue her breathing and focusing exercise to reach past those thoughts to our deeper selves. “From that deep place,” she says, “you can feel what wants to be communicated and speak or sing from that part of your body” Our exercise demonstration concludes and she explains how useful it can be, not only for speaking with confidence, but gaining a better sense of our wants and needs. “That’s one of the key exercises that I teach,” she says, “and it’s a great one to start experimenting with and putting into practice. You can do that anywhere any time.”

Episode Summary

What ABBA and the Bee Gees taught Danielle about the power of music.
Her experience as a concert musician and sound’s ability to connect people.
The connection between the mind, body, and our innermost selves.
A practical meditation exercise that listeners can follow along with.
Overcoming the hectic worries of the moment to hear our inner voice.

Tune in next week as we talk about some of Danielle's most memorable success stories, how the age of streaming media has changed the relationship between musicians and listeners, and how connecting with our inner voice can not only change how we speak but also what we have to say.

Connect with the Guest:

Website: https://daniellesoccio.com

Download Your Free eBook, “How to Courageously Live a Fully Expressed Life”: https://www.daniellesoccio.com/ebook/

Book a free call: https://daniellesoccio.as.me/

Connect with Danielle Soccio on LinkedIn: https://www.linkedin.com/in/danielle-soccio/

Follow Danielle Soccio on Facebook: https://www.facebook.com/DanielleSoccioAwakenYourVoice/

Follow Danielle Soccio on Instagram: https://www.instagram.com/daniellesoccio_awakenyourvoice/

Subscribe to Danielle Soccio on YouTube: https://www.youtube.com/channel/UC6jRvoiGAVCLJXbX1pw1c8A

Listen to Danielle Soccio on Spotify: https://www.linkedin.com/in/danielle-soccio/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Leveraging Podcasts for Business Growth Strategies: A Conversation with Molly Ruland - Part 2

Wed, 11 Oct 2023 06:00:00 -0400

“I feel like people are just becoming more and more repelled by that and so I think the days of companies being more personal and accessible, and ‘I want to hear what you sound like, I want to know who you are before I sign a contract with you, before I do business with you,’ I don’t think it’s going anywhere. I think, if anything, it’s going to deepen. I think people think about branded podcasts as, like, Colgate having a podcast about brushing your teeth.” -- Molly Ruland

This week is the second half of my interview with CEO and Heartcast Media founder Molly Ruland as we talk about the overarching importance of who you know, how an obscure podcast led one of her clients to a ten-million-dollar contract and the value and limits of Artificial Intelligence.

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. You can also join regular Clubhouse chats in The Power of Sound House, at 2pm Eastern every Wednesday. Plus, subscribing to the newsletter will let you know when the new podcasts are available and what the newest Clubhouse rooms will be about. 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.

Being 100% Myself

As the second half of our conversation opens, Molly talks about how being herself and putting herself out there has helped her win over clients and build her business. “I have found,” she explains, “that by getting out in front of people and being 100% myself, I attract the kind of clients who resonate with that.” She also tells us about some of her favorite podcasting clients, from political analysts to audio dramas, and how one client's emergency request for 76 audiobook narrations led to Heartcast Media's first audiobook studio. "I think that I’m probably the most proud of the work we did there.”

The Collateral Benefits

Molly also tells us about some of the unexpected benefits her clients might find in running a podcast, such as a podcast host for a very obscure and technical show whose expertise attracted a ten-million-dollar contract. “You just never know the collateral benefits of what a podcast can do,” she reminds us. She also warns us about some of the more popular SEO trends like sales funnels that sound good on paper but make less sense in practice. “A funnel implies a large amount of traffic being funneled into a smaller amount,” she explains. “So where is this large amount of traffic coming from?” We also discuss how AI is revolutionizing everything from podcast show notes to SEO predictions, and how SEO companies in particular are facing a dramatic shakeup as computers turn out to be more and more useful in calculating the best results. “And I’m not necessarily mad about that,” Molly adds.

Bring Your Own Table

As our talk comes to a close, Molly discusses her early career as one of the lone women in a very male-dominated field, and the advice she has for women who find themselves in the same situation today. “My advice to people,” she explains, “is just do your own thing. Don’t worry about it if there’s no room at the table – bring your own table” Molly concludes with one last bit of advice, and a call for women to stick together regardless of their profession: “If you’re a woman in a male-dominated industry, make some room for other women, because that’s the only way we’re going to shift the balance”

Episode Summary

Molly’s first experience with audiobooks and how they changed her company.
How even an obscure podcast can be lucrative with the right audience.
The role of Artificial Intelligence in everything from show notes to SEO.
Molly’s advice to women and anyone who’s looking for a seat at the table.

Connect with the Guest

Website: https://www.heartcastmedia.com/

Content Marketing Assessment Tool: https://www.heartcastmedia.com/content-marketing-assessment/

Connect with Molly Ruland on LinkedIn: https://www.linkedin.com/in/heartcastmedia/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Strategies for Effective Listening: A Conversation with Molly Ruland - Part 1

Wed, 04 Oct 2023 06:00:00 -0400

“It just feels better to listen to somebody who sounds good. It just does, you know? And there’s all kinds of articles you can read about the psychology: you sound smarter when you sound better, you sound more trustworthy when you sound better. So it’s not about manipulating people.” -- Molly Ruland

My next guest is the CEO and founder of Heartcast Media, a digital content agency focused on content marketing for founders, CEOs, coaches, and brands. She specializes in producing high-quality branded video content for businesses that want to generate revenue and create strategic relationships through content marketing. She’s a frequent speaker about the business of podcasting, marketing, and content creation. She believes that “listening is the revolution” and it’s evident in the work she produces, with multiple podcasts in the top ten percent of downloads. She currently lives in Costa Rica with her four dogs and runs her global business remotely.

Her name is Molly Ruland, and she has a lot of knowledge when it comes to branded podcasts, helping beginners sound good, and getting right to the heart of what a branded podcast can – and can’t – do for a company. She very generously shares that knowledge with us today, so stay tuned!

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. You can also join regular Clubhouse chats in The Power of Sound House, at 2pm Eastern every Wednesday. Plus, subscribing to the newsletter will let you know when the new podcasts are available and what the newest Clubhouse rooms will be about. 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.

Traditional Irish Things

As we start things off, Molly tells us about her earliest memories of sound and the memorable musical impression that growing up in an Irish family left on her. “We grew up doing all the very traditional Irish things,” she explains. “I played the tin whistle, I played the concertina... we did the traditional Irish dancing.” Molly tells us about the artists and musicians in her family, including the relative whose dancing shoes are on display at the Smithsonian. “We’re an emotional group,” she says, “us Irish people, and transfer that to our music.”

What We Want Out of Life

We go on to talk about what brought her to Costa Rica and how the Coronavirus helped her embrace her role as a global remote entrepreneur. “I think in the pandemic,” she notes, “we were all given a gift of really trying to get a handle on what it is we want out of life” Molly tells us how living in a rural village has helped her get back in touch with nature and given her a new perspective than she had in Washington D.C. “I couldn’t tell you what was going on,” she recalls, “because I was surrounded by concrete buildings all the time.”

Stock Photos and Johnny Carson

“I think podcasting is the only thing where people set out to buy the crappiest equipment possible,” Molly tells us. “If you sound like you’re in a tuna can or a trash can, you’re not going to get results” We talk about the underrated importance of podcasting equipment, especially a quality microphone, and the misconceptions some of the most iconic media images have created. “I blame stock photos and Johnny Carson,” she adds, “’cause you know like they always have the microphone on the desk, and it’s not even plugged in.”

Creating a Runway

As the first half of our discussion comes to a close, we talk about Molly’s advice for new podcasters. “I always say let’s start at the beginning,” she says. “Let’s define what success looks like, and then let’s think about it.” She tells us about the distinction between podcasting for an audience vs. podcasting as a networking tool, and how often its value in connecting hosts and guests is overlooked. “If you’re interviewing people you don’t want to do business with,” she explains, “specifically with a branded podcast, then you’re wasting you’re time” Molly offers tips for establishing and maintaining a rapport with episode guests, and the future of podcasting as a networking tool. “It’s all about that amplification,” she adds, “and creating a runway to work with people again.”

Episode Summary

Molly’s connection to music through her Irish relatives.
How the pandemic helped her reevaluate her priorities and relocate to Costa Rica.
The value of a high-quality microphone to podcasters and entrepreneurs alike.
Figuring out the goal of a podcast and whether it needs mass marketing.
The importance of valuing and maintaining one’s connection with guests.

Tune in next week as Molly talks about how a last-minute request for audiobooks helped change the way her company does business, the unexpected pitfalls of trying to create a sales funnel, and Molly’s advice to other women who might be trying to break into a male-dominated industry.

Connect with the Guest:

Website: https://www.heartcastmedia.com/

Content Marketing Assessment Tool: https://www.heartcastmedia.com/content-marketing-assessment/

Connect with Molly Ruland on LinkedIn: https://www.linkedin.com/in/heartcastmedia/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

How to Niche Down in the Music Industry: A Conversation with Casey Cavaliere - Part 2

Wed, 27 Sep 2023 06:00:00 -0400

“You know, 'do you have any advice for me?' And I say, 'Yeah go write one hundred bad songs. Go finish them. Because that's going to do way more for your career, even though you think they're like really bad songs.' I'm like, 'yep, you got to get through those to write the one that's going to actually start a fire for you. I'm not saying you have to put them out, you know. Just go write them. Go give me the draft. Give me the worst draft you can on anything you know.' And the older I get the more I'm just like 'Oh how much time did I waste.'" -- Casey Cavaliere

This episode’s the second half of my conversation with record producer, musician, and artist coach Casey Cavaliere as we talk about the art of creating an experience, how the secret to writing good songs is to write bad ones, and the surprising truth he learned about being a DIY 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. You can also join regular Clubhouse chats in The Power of Sound House, at 2pm Eastern every Wednesday. Plus, subscribing to the newsletter will let you know when the new podcasts are available and what the newest Clubhouse rooms will be about. 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.

Spreading Like Wildfire

As the second half of our discussion begins, we talk about all the different musical communities and genre niches there are in the social media landscape. “There are an infinite number of different sub-communities right?" Casey notes. "The Venn diagram is wildly rich." He tells us about how he’s working to connect different aspects of the music industry for mutual benefits that might not be apparent at a glance, and how the future of music and fan communities will, as he says, “be through messages, art, ideas reaching those communities and then spreading like wildfire.”

The Perfect Release

We also talk about some of the pitfalls that new artists run into when putting out their first album or starting their career, including worrying too much about getting everything right on the first try. “Not taking action and spending too much time trying to craft the perfect plan,” Casey says, “craft the perfect release... that just doesn’t exist.” He also tells us about his firsthand experience as a ‘DIY artist,’ and how he found out the hard way that the acronym doesn’t mean you should tackle everything alone. “I learned very early on that it was not a sustainable model to do everything myself.”

Getting to Episode 100

Casey also tells us about his podcast The Record Process and how it offers a behind-the-scenes look at everything that goes into making a record, from the band to the cover art to the studio engineers and production team. “We try to flip that camera,” he says, “and give you, at least every season, you know, a whole 360 look at what a record looks like from all the kinds of people who have a hand in it.” We talk about creative ‘resistance’ and his steps for pushing through it, and about how important it is to keep a long-term view of your dream when you’re starting out, whether you’re an indie music artist or launching a new podcast. “It’s not about what Episode One or Episode Twenty or Thirty looks like,” Casey says. “It’s about what this show could possibly look like when we get to Episode 100.”

Episode Summary

Casey’s marketing advice on how to go beyond Spotify playlists.
Why crafting the perfect hit single is less important than many artists think.
Casey’s podcast The Record Process and its unique insider perspective.
Advice for recharging and holding onto the joy of creating art and music.

Connect with the Guest

Website: https://www.caseycavaliere.com/

Connect with Casey Cavaliere on LinkedIn: https://www.linkedin.com/in/casey-cavaliere-a72ba3197/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

How to Market & Brand Your Music: A Conversation with Casey Cavaliere - Part 1

Wed, 20 Sep 2023 06:00:00 -0400

“I just want to try to take a more thoughtful, mindful approach to helping artists think for themselves and become self-sustaining. Because the industry is going to change. The things we’re talking about right now are going to be either way more relevant or way less relevant ten years from now. But I want you to be able to gain the tools and frameworks for kind of going through and saying ‘Hey well, how do I talk to this label? How do I pitch this label.’ And being like ‘Hey a better idea is, let’s flip the lens and put your hat on in a way that allows you to think about what behooves them and what their objectives are.’ And that’s maybe a better pitch.” -- Casey Cavaliere

This episode’s guest is an American record producer, musician, and artist coach. His creative work ethic has been sculpted by a career spanning over two decades with his band The Wonder Years, including multiple Billboard chart-topping releases, extensive global touring, and the mentorship of music industry heavyweights. His mission outside of the studio and the stage is to help educate and inspire a new generation of independent artists by teaching them how to think critically about the way they market, promote, and brand themselves and their music.

His name is Casey Cavaliere and I think you’ll find him incredibly inspiring. I know it’s tough out there for musicians right now, but the best is yet to come, and this discussion will help demystify what it takes to be a working musician.

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. You can also join regular Clubhouse chats in The Power of Sound House, at 2pm Eastern every Wednesday. Plus, subscribing to the newsletter will let you know when the new podcasts are available and what the newest Clubhouse rooms will be about. 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.

Can We Plug This In?

We start the show off with a look back at Casey’s memories of sound, and the big impression that his dad’s role as a bass player in a classic ‘70s rock band made on him as a child. “And I was like ‘Dad, can we plug this in?’" Casey recalls. “He’s like ‘honestly, I don’t even know if it still works, but I guess we can try.’ And we did, and boy did it still work” As he puts it, “I just didn’t stand a chance after that.” He tells us about living his lifelong dream as a professional musician, and how the thought of it being his career still leaves him in awe. “I still can’t believe it myself,” he says, “but it’s been, you know, the better part of two decades in a band from Philadelphia called The Wonder Years”

Your Own Shiny Object

Casey talks about the most rewarding part of his career as a musician and how it’s led him to help other artists who are just starting out. “I wake up every day,” he says. “and still have such gratitude to see the impact that we’ve been able to make, even in our little sub-world of punk rock and alternative music.” We also discuss the impact online platforms have made over the years, and how, as he puts it, artists should look past this or that “shiny object” to find their own value and approach to promotion. “That is a big part of what I hope to do,” Casey adds, “for the next generation of independent artists who, I think, have an opportunity to really dominate and completely change the landscape.”

What Have You Built?

As the first half of our interview comes to a close, Casey tells us how he focuses on the longer view when it comes to making and marketing music. “Imagine you wake up,” he says, “and you’ve been in this little punk band from Philadelphia for twenty years. What do you hope you’ve built?” We talk about how his career direction, like so many, changed after the pandemic encouraged him to reflect on his life, and how he hopes to give back what he’s received over the years. “The sense of community and that compassion and empathy, I hope that that is something we’ll be remembered for.”

Episode Summary

How Casey’s family history with classic rock inspired his own musical career.
The best music promotion tools and the trick to remaining timeless.
How indie bands can market themselves without losing their authenticity.
Making music after COVID-19 and the fresh perspective it gave him.

Tune in next week as Casey and I talk about how music fandom can transcend the algorithms, about the mistakes new artists make when trying to get a foot in the door, and how Casey’s podcast The Record Process offers a peek behind the scenes of some of the most famous record releases.

Connect with the Guest

Website: https://www.caseycavaliere.com/

Connect with Casey Cavaliere on LinkedIn: https://www.linkedin.com/in/casey-cavaliere-a72ba3197/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Infomercials and Life Lessons: A Conversation with Brian Richardson - Part 2

Wed, 13 Sep 2023 06:00:00 -0400

“So a lot of times they feel like they have to pack this thing with so much dense information. I'm like, dude, you have 30 minutes and you have three of those to hook somebody and you still need to leave a little bit for Q&A. You still need to leave a little bit for engagement. So if you're not going to answer everybody's question about something highly technical in the span of a podcast or the span of a technical talk, the span of an explainer video, you always have to get them to that act. They need to take a step and learn more. And that's where then you get a next level of engagement. You have a more detailed conversation. You have a one-on-one with somebody.” -- Brian Richardson

This episode’s the second half of my conversation with technical communicator, Dragon Con host, and Play It With Moxie drummer, Brian Richardson as he shares his advice on effective communication, some of the most memorable actors he’s worked with at Dragon Con, and the surprisingly rustic direction his life’s taken thanks to a move to Oregon and his new YouTube channel.

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. You can also join regular Clubhouse chats in The Power of Sound House, at 2pm Eastern every Wednesday. Plus, subscribing to the newsletter will let you know when the new podcasts are available and what the newest Clubhouse rooms will be about. 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.

Knowing When to Speak

As the second half of our discussion kicks off, Brian tells us more about the advice he gives technical professionals for connecting with their audience, such as gauging how fast you talk and making sure you’re engaging with the listeners. “Some of it is voice and some of it is language options,” he adds. “There's also a third element depending on the audience, which is when to speak. So when we get into a lot of it, it’s basically word choice.” He shares his stories from Dragon Con, including some surprisingly introverted actors that he’s helped along the way. “Actors are not always outgoing people,” he says. “Some actors are actually introverts. And some of those folks really love the panel environment. They feed off of it. And then they will go back in their little cocoon at the end of the hour.”

Fandom is Fandom

We talk more about Dragon Con, his experiences with the casts of shows like Firefly, The Expanse, and Strange New Worlds, and how he works with guests so they know he’s on their side. “‘Is there anything we shouldn't talk about?’” he quotes his list of pre-show questions. “’Should I deflect from the audience?' And that's your safety zone, right? Now you understand that I'm not just going to feed you to the wolves because fandom is great. But fandom is also sometimes fandom." He also explains how his skills as a moderator have also proven useful when it comes to helping technical experts bridge the knowledge gap with clients. “This idiot in a colorful shirt,” Brian says, poking fun at his own role as the panel host, “said ‘I'm sorry, we have to go.’ So I'm, I'm essentially a buffer, a valve between those two sides. And in some cases when I'm doing technical work, I'm doing the same thing.”

I’m Not Here Yet

Brian also tells us about an unforgettable interview with MCU star Benedict Wong, just as the Marvel movies were getting underway. “He, like, bursts through the door and he's like, ‘Ignore me. I'm not here yet,’” Brian recalls. “And then he sneaks behind the table, and I introduce him, and he comes back up and he's funny as hell.” As the episode comes to a close, we also talk about his YouTube channel NerdSteading, which combines geek-culture enthusiasm with his DIY experiences in rural Oregon. “You’ll see me being sad about roof leaks and doing a full demolition on a workshop,” he explains, “and eventually releasing a video where I built a chicken coop that looks like a TARDIS.”

Episode Summary

Knowing when and how to speak, and making room for your listeners.
Some of the most introverted and outgoing actors Brian’s hosted at Dragon Con.
What being a convention host and technical speaker have in common.
Brian’s most memorable interviews as a host and his NerdSteading channel.

Connect with the Guest

Website: https://siliconchef.com/

Follow Brian Richardson on Facebook: https://www.facebook.com/siliconchef/

Connect with Brian Richardson on LinkedIn: https://www.linkedin.com/in/richardsonbrian/

Follow Brian Richardson on Twitter: https://twitter.com/siliconchef/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Why Infomercials Matter: A Conversation with Brian Richardson - Part 1

Wed, 06 Sep 2023 06:00:00 -0400

“And I carried that into engineering in college and was going to go into computers, but then kind of got into robotics. But through all of that, I was still doing college radio. And again, that was like backdoor access to, ‘Hey, can I use the studio in the off hours? Can my band record our CD here in the summer when the stations technically shut down?’ And then that got me into, well, I’m on-air talent now, which in college radio is, as Strongbad used to say, I can describe college radio in five words: dead air, um, dead air.” -- Brian Richardson

This episode’s guest is an engineer turned technical communicator who’s currently working as the Security Initiative Lead for Intel’s Data Center & AI Marketing team. He also produces DIY videos from his farm in Oregon, hosts events and panels for Dragon Con, one of the world’s largest pop-culture conventions, and is one of the co-founders of their in-house video team, commonly known as DragonConTV – and he certainly has some interesting stories to share about that.

But I know him best as the drummer and emcee of the band Play It With Moxie that we’ve been performing in together for over 18 years at a small music convention in Atlanta. His name is Brian Richardson and not only is he a very funny guy, he’s also extremely knowledgeable when it comes to helping techies share complicated ideas. His answer? Infomercials! I’ll let him explain.

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. You can also join regular Clubhouse chats in The Power of Sound House, at 2pm Eastern every Wednesday. Plus, subscribing to the newsletter will let you know when the new podcasts are available and what the newest Clubhouse rooms will be about. 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.

Dead Air, Um, Dead Air

We start off the episode with Brian’s early memory of sounds, from taking apart an AM radio to the first time he heard a lightsaber. “I vividly remember seeing Star Wars at the age of five in the theater,” he recalls. “And I don’t remember like the entire plot of the movie, but I remember it moving me and there’s a whole element of sound design in that like the lightsaber noise.” He tells us about how his fascination with sound and audio engineering led to band, then AV club, and then his first radio gig. “And then that got me into, well, ‘I’m on air talent now,’” he says, “which in college radio, as Strongbad used to say, I can describe college radio in five words, dead air, dead air.”

The Human-to-Nerd Interface

Brian and I talk more about his early years at Dragon Con, and how he helped create what’s become known as DragonConTV. “Once we got the whole DragonConTV operation up and running,” he says, “that’s a whole different story. But I ended up in this parallel track of like becoming sort of the, the human-to-nerd interface, whether it was on the technical side of things, or whether it was on the actual, like stereotypical nerd side of things.” Being the human-to-nerd interface, as he puts it, taught him about the subtleties of communication, and he realized that it’s an often-neglected skill when it comes to STEM careers. “When I was getting my master’s degree,” he explains, “I was teaching a computer hardware course. And I discovered very quickly as the person grading the lab reports that my students didn’t know how to communicate. They’d do a 12-page lab report for a three-hour lab.”

Learning from Infomercials

We take a closer look at his work as a technical communication instructor and the surprising role that his infomercial parodies on DragonConTV played in his strategy. “So we started making like, you know, fake commercials, fake news reports, music video parodies,” he recalls. “To make a thing, you must first deconstruct it. And infomercials are a beautiful comedic parody because they’re such exaggerated forms of story.” He explains how infomercials and technical communication often have the same goal of breaking a problem down to layman’s terms and offering a solution. “This is what most people are looking for when they have like technical money to spend with a company,” Brian explains. “I want to find a solution for this particular problem, or you’re going to inform me about a problem I’ve never heard of before and give me the next step. That’s exactly what an infomercial does.”

Fail, Fix, Learn, Act

As we wrap up the first half of our discussion, Brian tells us how he dissected the infomercial into four basic parts that can be used for any sort of targeted, solution-oriented message. “So I broke the infomercial down into four structures,” he says, “which I call Fail, Fix, Learn, and Act.” We talk about the classic Snuggie commercials and how they fit into this pattern, and what sets the infomercial’s Fail, Fix, Learn, and Act story structure apart from other, more conventional narratives. “There is nothing after Act,” Brian explains, “because, after Act, it is their story. They are going to take what you have taught them and take it to the next level. So they are now finishing the story.”

Episode Summary

Brian’s early memories of Chicago baseball and X-wing fighters.
How clarinet lessons and AM radio led him to a career in audio engineering.
What DragonConTV parodies taught him about technical communication.
The surprising link between technical solutions and television infomercials.
Brian’s infomercial communication strategy: Fail, Fix, Learn, and Act.

Stay tuned next week as Brian tells us about some of the celebrities that he’s worked with and interviewed at Dragon Con, about how being a good panel host can sometimes mean playing the jerk, and about his new “nerdsteading” life in Oregon, including a Doctor Who chicken coop.

Connect with the Guest:

Website: https://siliconchef.com/

Follow Brian Richardson on Facebook: https://www.facebook.com/siliconchef/

Connect with Brian Richardson on LinkedIn: https://www.linkedin.com/in/richardsonbrian/

Follow Brian Richardson on Twitter: https://twitter.com/siliconchef/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

How to be a Better Speaker and Hit all the Right Notes: A Conversation with Elaine Clark - Part 2

Wed, 30 Aug 2023 06:00:00 -0400

“So I think that when people can get that one word that hits them in the heart and in the gut, that’s what makes a good podcaster. When it’s just information, it’s information. And that’s where we often think, well, ‘I’ll just read the blog.’ You know, ‘I’ll go get a book on that.’ ‘I’ll look it up.’ You know, ‘I’ll just do a Google search and find it.’ But if someone is adding something to it that we haven’t thought about, and it puts a feeling to it and a story, and it makes us come alive, that’s what makes a good podcaster.” -- Elaine Clark

This week’s episode is the second half of my conversation with best-selling author, voiceover expert, and prolific voice actor Elaine Clark as we talk about the power of storytelling, what makes someone an expert, and the importance of style in everything from company meetings to ASMR.

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. You can also join regular Clubhouse chats in The Power of Sound House, at 2pm Eastern every Wednesday. Plus, subscribing to the newsletter will let you know when the new podcasts are available and what the newest Clubhouse rooms will be about. 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.

Getting to the Good Stuff

As the second half of our discussion begins, Elaine talks about how crucial finding the right pace can be when it comes to podcasting. "There are a lot of podcasters out there that have a podcast," she says, "but you have to wade through to get to the good stuff." We also talk about streaming shows and the new golden age of television and how binge-watching owes its success to the power of narratives and the importance of emotional storytelling. "People are anxious to tell a story," she explains, "and people really want to hear more of a story and have someone emotionally connected with it."

The Wrong Notes

Elaine tells us more about how the accessibility of podcasting, for creators and listeners, has helped it continue to thrive even after the height of the pandemic and offers advice on everything from the right equipment to the right vocal exercises. "You have to think of it like going to the gym," she says. "If I went to the gym and lifted some weights for a while, that will last me the rest of my life – if only." We talk about stepping outside our comfort zones and how breaking out of a rut can be the key to finding your best voice. "That's how," she says, "through patterns and how I listen to someone, I realize whether they're stuck in a place and different ways they can change, and that makes a huge difference. Because it's usually their vocal range is fine, but they just got stuck on the wrong notes."

Making It Their Idea

As our discussion wraps up, we discuss the future of audio in the digital age, from social media to branding opportunities. “In society,” Elaine notes, “the visuals mean so much. But over the phone or in podcasts, the voice has become just as important, if not more,” She also offers her advice, gleaned from her work with both professional clients and her own children, on how to persuade people through listening and understanding. “Letting people come up with their idea,” she explains, “is the most effective way that you can communicate. So it's their idea, not just yours.”

Episode Summary

The qualities that make for a compelling podcast host
What a conference in India taught Elaine about the power of perspective
Tips for improving voice recordings, from microphones to muscle memory
The value of compromise and being willing to meet people halfway

Connect with the Guest

Website: https://elaineclarkvo.com/

VO & Podcasting Books and Apps: https://elaineclarkvo.com/shop/

Real Talking Tips Podcast: https://elaineclarkvo.com/podcast/

Demo Production: https://elaineclarkvo.com/voice-over-demo-production/

Coaching Services: https://elaineclarkvo.com/voice-over-coach/

Teaching & Speaking Events: https://elaineclarkvo.com/events/

Follow Elaine Clark on Facebook: https://www.facebook.com/ElaineClarkApps/

Connect with Elaine Clark on LinkedIn: https://www.linkedin.com/in/elaine-clark-9172671/

Follow Elaine Clark on Twitter: https://twitter.com/ElaineClarkVO/

Connect with Elaine Clark on Instagram: https://www.instagram.com/elaineclark.vo/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

How to be a Better Speaker and Hit all the Right Notes: A Conversation with Elaine Clark - Part 1

Wed, 23 Aug 2023 06:00:00 -0400

“Most people speak with three different rhythms in a sentence. So if I’m not thinking about it, I have certain parts that are gonna be faster and other parts where maybe I’m thinking about, they’ll be slower, and then something in the middle. That’s what keeps our attention with that melody, that melodic change that’s happening there.” -- Elaine Clark

My next guest is the author of two best-selling books, There’s Money Where Your Mouth Is and Voice-Overs For Podcasting, the creator of two voice and diction apps (Activate Your Voice and Adding Melody To Your Voice), and the host and creator of the speech communication podcast Real Talking Tips. She’s an actor, director, and producer in a wide range of entertainment and business genres, from video games to business events. Over the past forty years, she’s coached C-Suite executives, newscasters, television hosts, podcasters, multimedia journalists, presenters, sports reporters, salespeople, and narrators. She specializes in developing a “tune of speaking” through word focus, movement, dynamics, tempo variations, storytelling, and musicality.

Her name is Elaine Clark, and I'm looking forward to her perspective on how to be a better speaker. It's not just for people on stage but people who have to make presentations, podcast hosts, and anyone who just wants others to pay more attention when they're trying to get a point across. If you want to learn how to make a deeper impact with your voice, this is the podcast episode 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. You can also join regular Clubhouse chats in The Power of Sound House, at 2pm Eastern every Wednesday. Plus, subscribing to the newsletter will let you know when the new podcasts are available and what the newest Clubhouse rooms will be about. 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.

The Musicality of Words

As the episode begins, we talk about Elaine's early memories of sound and how the variety of accents she heard growing up in Louisiana, California, and Germany led to her lifelong fascination with the cadence and melody of speech. "So I thought," she says, recalling all the different speech styles she encountered as a child, "'oh, there's the flowing and then there's the staccato.' So that was also what brought to mind the musicality of words." We also talk about storytelling and how it became her guiding principle when it comes to voice direction. "It's the theater of the mind. It's just like podcasting," Elaine says. "The way I work with people is, you see it first, you feel it, and then you speak."

Solving a Problem

Our conversation focuses on storytelling and how Elaine uses it to guide the relationship between the speaker and listener. "Storytelling is a way of establishing authority," she explains. "When we know where everything is located, when we know how we feel about the various people that we're retelling the story about, people get into that story." She tells us how she helps clients communicate with more confidence and to stay focused on the true purpose and value of public speaking. "The motivation is always about, you know, 'why am I doing this?'" Elaine notes. "'Why am I presenting this information to someone?' It's always to solve a problem. Otherwise, I wouldn't need to speak."

E is For Emotion

“E is for emotion,'" Elaine says, explaining the advantage stories have over raw numbers. "You have to have not only just logic but emotion too, and know where everything is located as part of your storytelling." We talk about how crafting a narrative helps contextualize data and shares the speaker's perspective with the listener. "I was working with someone at a company," she tells us, "and he was the CFO, and he just wanted to give dollars and cents in his quarterly report. And I said, 'but you're not telling me, when you say your profit was $100 million, I don't know whether you were expecting $500 million and that's bad, or whether you were expecting 25 million and it's a lot better."

Where is Your Podcast?

As the first half of our discussion wraps up, Elaine tells us how a publisher’s idea for a podcasting book led to her very first podcast. “So then I had that book out, I'm thinking, ‘wow, this is great.’ Then the next question everyone asks is, ‘where is your podcast?’” She talks about the hands-on lessons she’s learned about running a podcast, and the habits that make for a successful show. “I like doing everything myself,” she adds, “because it's part of the learning process. Doesn't mean I'll do it always myself in the future, but when I go through, then I know what the problems are.”

Episode Summary

The different accents and languages Elaine learned as a child
How different languages have different rhythms and musical timing
Using the natural cadence of speech to better deliver your message
How Elaine helped a brilliant executive overcome his stuttering habit
Whether technology’s making things more or less convenient

Stay tuned next week as we talk about the qualities of a compelling podcast host, how the world’s return to pre-pandemic normalcy has changed the podcasting industry, and Elaine’s advice on perfecting your voice, from the best microphones to the right voice exercises.

Connect with the Guest

Website: https://elaineclarkvo.com/

VO & Podcasting Books and Apps: https://elaineclarkvo.com/shop/

Real Talking Tips Podcast: https://elaineclarkvo.com/podcast/

Demo Production: https://elaineclarkvo.com/voice-over-demo-production/

Coaching Services: https://elaineclarkvo.com/voice-over-coach/

Teaching & Speaking Events: https://elaineclarkvo.com/events/

Follow Elaine Clark on Facebook: https://www.facebook.com/ElaineClarkApps/

Connect with Elaine Clark on LinkedIn: https://www.linkedin.com/in/elaine-clark-9172671/

Follow Elaine Clark on Twitter: https://twitter.com/ElaineClarkVO/

Connect with Elaine Clark on Instagram: https://www.instagram.com/elaineclark.vo/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 Business of Podcasting in a Creator Economy: A Conversation with Vinnie Potestivo - Part 2

Wed, 16 Aug 2023 06:00:00 -0400

“And I say this, y'all, if you're actors out there are trying to audition and you're looking, when you meet a casting director, tell them, look them in the eye and say 'hey, you could literally be the person who braced me and I will forever be in debt to you, and I would love to make you a big famous casting director.' I have to be honest, people have said that to me and it works, and they are gigantic celebrities and I'm honored, and my life would be nowhere without them. But it's the alchemy of success. It's the want and drive, it's the clarity they have. They're like, 'Yeah, if you can get me this job and I can rock it for you, then you already get hired for these types of jobs.' This is how we amplify each other. It's how we raise up." -- Vinnie Potestivo

This episode’s the second half of my conversation with Emmy Award-winning brand advisor, creator advocate, and podcaster Vinnie Potestivo as we talk about the evolution of the thirty-minute sitcom, how bonus footage went from an afterthought to a beloved feature, and his advice to podcasters on everything from audio equipment to newsletters to turning your ideas into content.

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 www.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. And if you’re getting some value from listening, feel free to spread that around and share it with a friend, along with leaving 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.

Podcast Meets Broadcast

Vinnie and I start the second half of our conversation with a discussion of the importance of keeping a regular content schedule, and take a look at both his ongoing podcast, I Have a Podcast, and back at my very first podcast, Silver Linings. “I find those people,” he says, talking about podcasters who become discouraged along the way, “are often the people who say, 'Oh, you know, I had an idea, I just, you know, it was just an idea.' But y'all, if you're listening to this, please make time for those ideas.” We also talk about how podcasting is becoming more integrated into other forms of media, and he describes how indie podcasts and regional TV news might form a perfect fit. “That makes me excited about the RSS,” Vinnie explains. “That makes me excited about podcast meets broadcast.”

This is a Sport

The topic shifts to traditional and new media news sources, the role Linkedin’s own news department plays in his podcast, and what Vinnie’s learned about audio equipment and microphones since starting his own show. “If I sound distorted and blown out,” he remarks, “then no matter how right I am or passionate I am, that message won’t come through.” We talk about personal branding and the little things that can help a podcast stand out, and what it takes to stay in the podcasting game in the long run. "A lot of people will get into podcasting,” he says, “and start recording without really focusing on the fact that this is a sport. This takes muscle and emotional memory, and muscle memory.”

Three Great Ideas

As we reach the end of our conversation, we talk about the sounds of celestial bodies, including the eerie howls of black holes, and the importance of networking and supporting one another on social media and in our daily lives. Vinnie also offers some parting advice for anyone who's overwhelmed as a creator and isn't sure where to start. "By the way,” he says, “while y'all are listening to this podcast right now, go put on, like, go write yourself an email, send yourself an email with three great ideas that you're capable of doing that you can make so that the stuff that you should do is set up."

Episode Summary

Why television dramas usually have longer running times than sitcoms
The “context of content” and solving the paradox of bonus footage
The value of networking and supporting each other at every career stage
Vinnie’s advice to podcasters, from first steps to building a following

Connect with the Guest

Website: https://ihaveapodcast.com

Connect with Vinnie Potestivo on LinkedIn: https://linkedin.com/in/vinniepotestivo

Follow Vinnie Potestivo on Twitter: https://twitter.com/vinniepotestivo

Connect with Vinnie Potestivo on Instagram: http://instagram.com/vinniepotestivo

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 Creator Economy And Building Community: A Conversation With Vinnie Potestivo – Part 1

Wed, 09 Aug 2023 06:00:00 -0400

“Audio has had exponential growth these last four years. I mean, there’s just this power. It used to be supportive of video, and I think back to, like, Spielberg and Dolby and, like, some of the original advances that happened in the beginning part of my life. It seemed dormant up until these last four. So what a cool time to be in audio.” -- Vinnie Potestivo

This episode’s guest is an Emmy Award-winning brand advisor with a twenty-five-year track record of guiding personal brands and founder-led businesses to new heights through strategic content distribution, brand visibility, and media reach. As an advocate for independent creators, he hosts LinkedIn Presents: I Have A Podcast and serves as the editor-in-chief of ihaveapodcast.com, the #1 source for creative and career inspiration. He also shares valuable creator-economy business strategies, insights, and experiences with co-host Judi Fox on Podcast to Profit. His name is Vinnie Potestivo, and he has quite a lot to say about how to tell a good story and improve the chances of discoverability for your podcast. He's a fun guy to talk to, too: I think you'll really enjoy this interview.

Lots of Right Ways

As the episode starts, we kick things off with a fast-paced discussion about everything from Podfest to reviving the dodo bird to the exponential growth of audio. "My favorite thing about podcasts," Vinnie tells us, "is just the individualized approach that everyone has. And there's no right way, or, no, there is a right way. There's a lot of right ways, actually. And there are a lot of wrong ways too." We talk about his early memories of sound and the surprising career that inspired him as a small child: "I wanted to be a Foley artist, a gaffer or a Foley artist. Those were the two things that I wanted to be."

Louder Than Anything

We also talk about how the digital landscape of the early 2000s shaped his career at MTV. "Napster file trading, digitizing of our disks on computers," he explains. "I mean, I saw music, and I saw video as files, and I knew that I can move it. So not only was I the person who had to fix the controls on the screen, but I could get all your photos scanned in for you." He tells us about his casting work on MTV's Celebrity Deathmatch and the challenge of using audio to dive deeper into the emotions behind reality shows like the Real Housewives series. "I come from a point in time," Vinnie says, "where they would say, 'We want the loudest voice.' You know what's louder than anything? Silence."

The Business of Music

Vinnie tells us more about the industry insights he gained at MTV and how he's watched music videos transition from cable television to YouTube and new media. "MTV sure did play an impactful role in music and amplified music," he says, "but what it didn't do is get into the business of music, even the same way YouTube has gotten into the business of music." We also talk about platforms like Spotify, the rise of influencers and the new creator economy, and how they're transforming the music industry. "I would say that, in my opinion, the entry-level into the industry's changed significantly," he explains. "You can now create your own content and be found on your terms. And that's gigantic."

Building a Community

As the first half of our discussion comes to a close, we talk about the future of the audio industry in general and podcasting in particular, and where the creator economy might lead us. “I would strongly lean into building a community,” Vinnie suggests. “I think the community economy is coming next.” Vinnie also offers his advice for podcasters who are just starting out. “I think for any creator out there, just create,” he says. “And if you’re having a hard time creating, then collaborate.”

Episode Summary

The exponential growth of audio over the last few years
How VCRs and Excel spreadsheets led to Vinnie’s creative role at MTV
What reality TV taught him about bringing stories to life through sound
How MTV lost its hold on the music industry to streaming platforms
The rise of the Creator Economy and the upcoming Community Economy

Stay tuned next week as we discuss how podcasting could become an important part of the broadcast news landscape, what a chance encounter with Christina Milian and Janet Jackson taught him about the value of networking, and his advice to creators on how to see their dream through.

Connect with the Guest

Website: https://ihaveapodcast.com

Connect with Vinnie Potestivo on LinkedIn: https://linkedin.com/in/vinniepotestivo

Follow Vinnie Potestivo on Twitter: https://twitter.com/vinniepotestivo

Connect with Vinnie Potestivo on Instagram: http://instagram.com/vinniepotestivo

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

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Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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/

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

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Voice-Actor Friendly Audio Tech: A Conversation with George Whittam - Part 2

Wed, 02 Aug 2023 06:00:00 -0400

“No, it’s true. No, you’re absolutely right. Yeah, it does trigger memories. I remember sitting in my bedroom in my parents’ house hearing certain songs like ‘Double Dutch Bus,’ that song from the early 80s, it triggers a memory instantly. Or Earth, Wind and Fire, playing my parents’ vinyl records, certain songs like instant memory of where I heard that song.” -- George Whittam

This episode’s the second half of my interview with audio engineer, podcast host, and all-around sound expert George Whittam as we talk about whether rooms or recording booths make for better audio, how podcasts became the new magazines, and George’s most and least favorite sounds.

The Blind Leading the Blind

As we start the second half of our interview, George explains how the needs of musicians and voiceover artists can lead to very different recording environments. “There’s no reverb,” he says about voiceover studios, “there’s no liveliness. It doesn’t help a musician who’s playing acoustically or singing to be singing into a dead void.” We talk about whether he prefers isolated rooms or recording booths for soundproof environments, and why isolation booths often have trouble living up to their promise. “A lot of these companies that make iso booths don’t understand the importance of actually having an acoustics expert,” he tells us. “There’s a lot of the blind leading the blind.”

Sounds, Textures, and Rhythm

We also discuss George’s experience with podcasting, both as a host and listener, and how it’s come to replace magazines as his source of daily news “With podcasts,” he says, “I find there’s less of the, ‘if it bleeds, it leads’ type stories and more, more real stories.” We also talk about the power of sound in our everyday lives, from the beauty of a piano piece or solo trumpet to the noise of leaf blowers and construction workers in the big city. “For me,” he says, “it’s always been about the sound, the textures, the rhythms, the way it’s recorded. That has always been what’s triggered an emotion in me.”

Why It’s So Important

The topic turns to audio equipment and how well smartphones can fill in for a studio when we’re out on the road. George tells us about the limitations he’s encountered in trying to make Apple products work with third-party hardware, including an audio interview that was never actually recorded thanks to a notification hiccup. “It makes me crazy,” he adds, “and this is why we’ll never recommend, and even an iPad Pro for real recording use. You cannot count on it.” As the episode closes, we talk about the importance of sound, from advertising to movies, from music to everyday life. “Sound is very, very attached to the emotions,” he says. “That’s, it is for me, so that’s probably why it’s so important.”

Episode Summary

Whether isolation booths or soundproof rooms are better for recording
Blocking out ambient noise, from city traffic to rural neighbors
How to get the most out of a smartphone while remote podcasting
The importance of sound, both digital and within our daily lives

Connect with the Guest

Website: https://georgethe.tech/

(Use code GTTABP10OFF to get 10% off all services and webinars!)

Connect with George Whittam on LinkedIn: https://www.linkedin.com/in/georgethetech/

Follow George Whittam on Facebook: https://www.facebook.com/georgewhittam/

Connect with George Whittam on Twitter: https://twitter.com/georgethetech/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Voice-Actor Friendly Audio Tech: A Conversation with George Whittam - Part 1

Wed, 26 Jul 2023 06:00:00 -0400

“And so he told me all about this, he showed me the facility that they have at the school, which was small, but very state-of-the-art digital audio recording technology for 1993. It was very state-of-the-art. And I was like, ‘Ooh, this is cool!’ And so I started realizing this is where I should be, I should be in the recording department. But they didn’t have one. They had a music school. That means I have to audition and get into music school if I want to study recording.” -- George Whittam

This week’s guest has served the technical needs of voiceover artists since 2005. In 2017, he launched GeorgeThe.Tech, offering VO tech support, training, studio design, and audio processing templates. He’s the co-host of the Pro Audio Suite Podcast and co-host with Dan Lenard of Voice Over Body Shop at VOBS.TV. His name is George Whittam, and if you have a question about audio, he’s the guy to ask. We’ll be talking about what drew him to audio technology, acoustics, interfaces, and sound challenges. I always learn a ton of new things every time I speak to him, and I’m sure you will too.

Why Am I Here?

We start the episode with George’s early memories of sound, from a terrifying introduction to fireworks when he was a toddler to his childhood tape recordings and family interviews. He recalls following his dad’s footsteps as an electrical engineer, only to discover his passion for sound in college. “I’ll never forget sitting in differential equations class,” he says, “shaking my head, like, why am I here? And the guy’s saying ‘Most of you guys aren’t going to need this, but you electrical engineers are going to be using this all the time.’ That’s what I thought I was studying. And I was like ‘wrong major.’"

Voice-Actor Friendly Tech

George tells us how his father supported his early career in sound and helped fund his very first, and very unconventional, recording studio. “It was an old camper RV called the El Dorado,” he explains. “It literally said El Dorado on the front. And that’s where the name of my first company came from: ‘El Dorado Recording Services.’ We talk about how far he’s come since those early days, and his guiding philosophy as an audio engineer, which, as he tells us, he can sum up in four words. “I’ve come up finally with a slogan,” he says, “a four-word slogan, which is voice-actor-friendly tech.”

Should You Upgrade?

We discuss the challenges of helping voiceover artists and musicians, who often aren’t the most technically savvy people, with some of the more complex decisions when it comes to acoustic design and recording equipment. George tells us how the pressure to stay current can sometimes backfire, especially when it comes to trying to reinvent a very personalized audio setup. “You can run for years and years,” he explains, “and not upgrade a single solitary thing, and have a completely functional, great sounding, and reliable-to-use studio. And that’s really what we care about.”

The Voice Actor’s Interface

As the first half of our interview comes to a close, George talks about his work on the upcoming Passport VO, an audio interface built specifically for voiceover artist needs. “It’s our take,” he tells us, “on what we think the voiceover actor’s audio interface, sort of the ultimate voice actor audio interface could or should be.” We talk about the design process, the obstacles along the way, and how he hopes it’ll help clear some of the technical hurdles of working with audio. “It’s been a lot of fun,” he says, “getting to co-design a product, an actual physical thing you can plug into your computer.”

Episode Summary

How George’s early experiences with sound inspired his enthusiasm for audio
George’s journey from electrical engineering to sound specialist
His first radio job and the surprise resignation that reshaped his career
How social media and the gig economy have strengthened the GTT Team
Knowing the right time to upgrade your studio and audio hardware

Stay tuned next week as we talk about the acoustical difference between isolation booths and rooms, the power of music in shaping everything from our emotions to our memories, and whether Android or the iPhone has an advantage when it comes to recording audio away from home.

Connect with the Guest

Website: https://georgethe.tech/

(Use code GTTABP10OFF to get 10% off all services and webinars!)

Connect with George Whittam on LinkedIn: https://www.linkedin.com/in/georgethetech/

Follow George Whittam on Facebook: https://www.facebook.com/georgewhittam/

Connect with George Whittam on Twitter: https://twitter.com/georgethetech/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 Future Strategy of Audio Branding: A Conversation with Adam Pleiman - Part 2

Wed, 19 Jul 2023 06:00:00 -0400

“I think there’s a responsibility to know that if you’re emotionally connecting people, if you know that we have the power to persuade, in a way, that is, that wields real results and real people, like let’s not manipulate, you know? Let’s make sure that that’s an authentic thing that needs, that you’re creating and you’re not driving something fake. You’re not driving, because it’s gonna be, it’s gonna be, they’re gonna smoke it out anyway at some point in time. It’s not gonna work.” -- Adam Pleiman

This episode’s the second half of my conversation with Grammy-nominated engineer, producer, musician, and Play Audio Agency creative director Adam Pleiman, as we talk about how he’s working to make the world sound better, about the surprising role ASMR played in Play Audio’s recent Sport Clip ad campaign, and the importance of honesty when it comes to consumers.

A Better-Sounding Place

The second half of our discussion starts as Adam talks about what he considers his evolving mission as an audio creator. “Our mission,” he says, “is to make the world a better-sounding place.” We talk about the boundaries he believes should be maintained for the sake of respecting his audience. “There are certain things,” Adam explains, “that we will draw a line on and certain things we won’t do because it would be irresponsible and hurtful to the industry.” He tells us how he brings all the different parts of a company’s brand and the audio resources at his disposal into a cohesive sonic identity, and how rewarding it is to see everything come together. “I mean,” he says, “it gives me goosebumps to think that it’s that much more effective when it’s all tied in across the board, you know?”

What No One Else Is Doing

We talk about one particularly recent and successful example, the now-famous ASMR audio spot for Sport Clips, and how the idea grew from its first inspiration to an acclaimed finished product. “It was an interesting challenge,” Adam tells us, “to go, well, ‘what’s unique? You know, what are you doing that no one else is doing?’ Do they have unique sounds? And what can we do to illustrate those to a listener?” We listen to a clip and talk a bit about the process of creating an authentic ASMR experience, and how it worked to bolster Sport Clips’ brand recognition. “The stats on it were outstanding as a brand lift,” he says. “Brand awareness had like a 15% jump. It was outstanding.”

The Ocean for Me

As the episode comes to a close, Adam tells us what he sees in store for the future of audio branding, and how, with the U.S. market historically lagging but quickly catching up, there’s a lot of opportunity for marketing innovation. “We’re on the growth side now in the States,” he says, “and we’re on awareness and an education push in the States. But once we get over that hump, it’s gonna be the same as the visual side.” He shares how he sees audio branding following the same trajectory as visual branding in decades past, and his sense of optimism about where it’s all heading. “I mean, the ocean for me in this space is pretty blue right now. You know, I think there’s a lot coming.”

Episode Summary

The power of audio branding and the responsibility of its creators
How Play Audio works to bring company brands together into a unique sound
Going behind the scenes of Sport Clips’ ASMR-based ad campaign
The future of audio branding and its untapped potential in the U.S.

Connect with the Guest

Website: https://playaudioagency.com/

Connect with Adam Pleiman on LinkedIn: https://www.linkedin.com/in/adampleiman/

Connect with Play Audio Agency on LinkedIn: https://www.linkedin.com/company/play-audio-agency/

Follow Play Audio Agency on Facebook: https://www.facebook.com/playaudioagency/

Follow Play Audio Agency on Instagram: https://www.instagram.com/play_audio_agency/

Connect with Adam Pleiman on Twitter: https://twitter.com/adampleiman/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Advertising & Audio Branding Strategy: Goosebump Moments: A Conversation with Adam Pleiman - Part 1

Wed, 12 Jul 2023 06:00:00 -0400

“Music’s played a major role in my life growing up. It’s always been ingrained in me. So, you know, I remember as a really young kid, like kindergarten, going to my grandparents’ house or great grandparents’ house and mashing the keys on their Wurlitzer organ, right? And then mom and grandma are in the other room going ‘sounds great, hon!’ And I’m like, ‘yeah, it’s great.’ Notice they weren’t in the room with me, they were in the other room, because there’s a volume pedal on that thing.” -- Adam Pleiman

My next guest is always in search of the next “goosebump moment” and takes pride in eliciting that reaction from those that he works with. His extensive background as a Grammy-nominated engineer, accomplished composer, producer, and musician brings an expert foundation to his role as creative director at Play Audio Agency. His name is Adam Pleiman and he has a unique perspective, having viewed so many facets of the audio industry and approaching it now through a sonic strategies lens. There’s a lot to talk about, and I look forward to sharing our discussion with you!

Taking Things Apart

We start the episode off with a look back at Adam's early memories of sound, from his family's Wurlitzer organ to the childhood joy he took in tinkering, taking things apart, and trying to put them back together. He particularly recalls a precocious 7th-grade science fair project he came up with on radio and television jingles and the marketing effectiveness of different audio techniques. “I don't even think I got a great grade on it either,” he jokes, looking back on it. “They didn't understand. They just didn't get it. They weren't there yet. And that's, I think that's part of this industry as well.”

The Immersive Side

Adam tells us more about how his curiosity when it came to experimenting with the world around him helped hone his audio instincts even as it left the appliances around him in shambles. “I'm like, wow, that's really cool,” he says about a washing machine console that he took apart as a child. “It's never gonna do that again, because now it's in all these pieces. But I loved that stuff.” He tells us about a college experiment in ambient sound that left his friends stunned and paved the way for a lifelong fascination with exploring how sound secretly shapes our perceptions. “The immersive side,” he says, “the binaural side, the perception of it all, I think, has always been a curiosity.”

Removing the Subjectivity

We talk about how that teenage sound setup with headphones and kitchen utensils mirrors Dolby’s latest Atmos sound systems. Adam explains what sets Atmos apart from older, more hardware-driven surround sound, and why he believes it has more staying power. He tells us how he transitioned from a career as a musician into sonic branding, and how he’s working to make sound design as rigorous a field as graphic design. “It's like, well, I could say that about colors,” he says. “I could say that about shapes. I could say that about design. I could say ‘I'd know it when I see it’ about the design, but that industry has done a really great job in removing the subjectivity from those decisions.”

The Texture of Sound

Adam also tells us how he works with clients in finding the tones and textures of sound, and how important it is to speak the right language and avoid audio jargon like timbre and pitch, “I've learned over the years,” he explains, “that if I use words like timbre and instruments, half the faces in the room go blank.” We discuss the balancing act between art and science, and how important it is to keep the consumer’s needs in mind. “At the end of the day,” he says, “did it move the needle? Did we achieve the goals we wanted to achieve, and is the creative spot-on? Those two go hand in hand.”

Episode Summary

Adam’s childhood memories of sound, from piano lessons to washing machines
What a teenage audio experiment taught him about ambient sounds
Dolby Atmos and the algorithms that make it more versatile than surround sound
Bringing the objectivity of graphic design to audio branding
How he works to speak the consumer’s language and place their needs first

Tune in next week as we talk about the responsibility Adam believes audio advertisers have to create a better soundscape, as he shares the direction that he sees sonic branding taking in the future, and as we check out Play Audio Agency's wildly successful ASMR-inspired ad for Sport Clips.

Connect with the Guest

Website: https://playaudioagency.com/

Connect with Adam Pleiman on LinkedIn: https://www.linkedin.com/in/adampleiman/

Connect with Play Audio Agency on LinkedIn: https://www.linkedin.com/company/play-audio-agency/

Follow Play Audio Agency on Facebook: https://www.facebook.com/playaudioagency/

Follow Play Audio Agency on Instagram: https://www.instagram.com/play_audio_agency/

Connect with Adam Pleiman on Twitter: https://twitter.com/adampleiman/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Free and Open Podcasting: A Conversation with Rob Greenlee - Part 2

Wed, 05 Jul 2023 06:00:00 -0400

“And it surprised me that it took so long for people to adopt the on-demand aspects of audio. It’s been a very, it’s been kind of a slow adoption curve is what I’ve seen. I think that the on-demand side of video grew much quicker, which I think is an interesting case, even as it applies today as we look at the podcasting space. We’re still, you know, we’re still chipping away at it, as they say.” -- Rob Greenlee

This episode’s the second half of my conversation with technologist, podcasting pioneer, and audio industry leader Rob Greenlee, as we discuss the tension between social media and open-source audio, the challenge of staying honest in an industry where advertisers expect endorsements, and how algorithms and automated moderation might change the culture of podcasting.

As always, if you have questions for my panelists, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit www.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. And if you’re getting some value from listening, feel free to spread that around and share it with a friend, along with leaving 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.

Growing Up With YouTube

The second half of our discussion begins as we continue to talk about YouTube, Spotify, and other efforts by content platforms to tame the podcasting frontier. Rob admits that the world’s a different place than it was when he started podcasting, and young podcasters have grown up with those big social-media platforms for much of their lives. “So I mean,” he says, “it’s not a huge issue, and I do get a sense that the up-and-coming generation of podcasters are more open to having this type of relationship with, like, a YouTube just because of how popular YouTube is.”

The Whole Ecosystem

We also talk about how he found that he’s gained a wider perspective on the audio industry thanks to a new role that allows him to work with a variety of companies. “That gave me a perspective,” Rob says, “that I need to back up and become more educated with the whole ecosystem of podcasting because working on one particular platform had kind of siloed my access to learning about other platforms. Because nobody wanted to share it with me, because they thought I was a competitor.”

Podcasting Around the World

As the episode comes to a close, Rob tells us about his 2013 podcast The Spoken Life Show, and how he’s bringing it back for a new podcasting age. The original episodes turned out to be eerily prophetic, from the mainstreaming of podcasting through platforms like YouTube to a particular interest of his, the globalization of podcasting and digital audio as the technology reached every corner of the world. “Yeah,” he notes, recalling both his prediction and its success. “It’s huge, like out in Vancouver, and just the amount of podcasts that are being consumed out there is remarkable. And also in other parts of the world too. So, the U.S. isn’t the dominant player in podcasting anymore, I would say.”

Episode Summary

How streaming platforms and new creators are changing the industry
The metrics of podcasting and whether the audience has peaked
How podcast advertising and sponsorships have evolved
Revisiting The Spoken Life Show’s early podcasting predictions

Connect with the Guest

Website: https://robgreenlee.com/

Connect with Rob Greenlee on LinkedIn: https://linkedin.com/in/robgreenlee/

Follow Rob Greenlee on Facebook: https://facebook.com/robgreenlee/

Connect with Rob Greenlee on Twitter: https://twitter.com/robgreenlee/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Free and Open Podcasting: A Conversation with Rob Greenlee - Part 1

Wed, 28 Jun 2023 06:00:00 -0400

This episode’s guest is the CEO of Spoken Life Media and host of the Spoken Life Show. He’s also the co-founder and advisor to PodcastEZ.com, and has worked in senior roles with Podbean.com, Libsyn, and Advertisecast. He’s a well-known public speaker, technologist, evangelist of the podcasting industry and its potential, and a trainer for podcasting globally. And he’s a founding Board of Governors member, and former founding chairperson of the Podcast Academy (which is responsible for the Ambies Awards). In 2017 he was inducted into the Academy of Podcasters Hall of Fame, and is a current chairperson of the Induction Committee for the eight-year-old “Podcast Hall of Fame.”

Along with Todd Cochrane, who’s also been on this podcast, he co-hosts the 10+ year running New Media Show at NewMediaShow.com and hosts the “Spoken Life Show” at podpage.com/spokenlife/. His accolades are numerous, and his background, extensive. He’s even a former college basketball player at Pacific Lutheran University and is also a Guinness Book of World Record holder for building the World’s Largest Glass of Orange Juice for the State of Florida.

His name is Rob Greenlee, and I’ve been looking forward to this discussion for a number of reasons. The state of podcasting is currently in flux, considering what’s happening with AI, podcast hosting, RSS, and a whole host of other considerations. It’s still going strong, and there’s still a sizable audience out there – my listeners being a case in point. But there’s definitely a lot to talk about.

Embracing the Timeshift

As the episode starts, Rob recounts his early memories of sound and one of his first forays into the audio industry back in 1999. “I asked this radio station,” he recalls, “it was a small market radio station at the time, if they had a technology talk show. And I said ‘I’ve got some friends, we can come in and do one.’” He tells us about the pioneering days of digital audio and podcasting, well before smartphones and streaming content existed, and how online shows changed the audience’s expectations when it came to radio. “The audience,” he says, “was starting to more and more embrace kind of time-shifting. That’s a term that I used early on, time-shifting of the consumption of radio.”

Everybody Has a Voice

As we continue, the topic shifts to the democratization of sound and how it competes with the commercialization of podcasts and online audio spaces. Rob wonders if the combination of these two factors has worsened streaming audio’s signal-to-noise ratio. “Is it possible that everyone should have a voice?” he reflects. “I think it’s an interesting question. I think the industry would love it if everybody had a voice, but is that what’s really good for the listener or good for the content side?”

Podcasting’s Wild Card

We also talk about the leaps in technology the industry’s seen in just the last few years, and how it’s brought podcasting and a global audio market to the world. “The last three years,” Rob notes, recounting his work with international podcasters, “we’ve seen a big explosion of interest outside of the United States for podcasting.” He also considers what the future might hold for a media industry that’s so far been slow to evolve, whether it’s from audio hardware breakthroughs or from AI and generated voice content. “We’re seeing technology innovation come into the medium increasingly,” he notes, “with spatial audio and software solutions that are using AI technology and things like that that are starting to have an impact on the medium and the quality of what we’re seeing. And AI is one of those wild cards that I don’t think any of us really know how significant it’s going to be.”

It’s Always Been Complicated

The conversation touches on YouTube’s recent entry into the podcasting market, and whether the “video podcasts” it promotes truly count as podcasts. “It’s always been complicated with those guys,” Rob says, “because they’ve kind of, they’ve benefited from podcasting for a long time, but they’ve been pretty much ignoring it for most of the time that they’ve been.” We also discuss digital audio’s traditionally open-source history and whether attempts to wall podcasting behind proprietary platforms might change the industry. “Spotify tried to do the same exact thing,” he recalls, “catching episodes and delivering them off their own platform. You know, Pandora wanted to do that as well.”

Episode Summary

Rob’s early memories of sound and the early days of digital audio
How podcasting and on-demand content fit into our on-the-go lives
The balance between an open internet and having too much content
How new hardware and AI algorithms are reshaping podcasting
The effort to monetize podcast platforming, from Spotify to YouTube

Tune in next week as we continue to discuss the latest efforts of social-media platforms to tame and silo, the Wild West culture of podcasting, as we talk about how Rob’s new role as a consultant has freed him to speak his mind, and about the prophetic 2013 podcast that he’s now reviving.

Connect with the Guest

Website: https://robgreenlee.com/

Connect with Rob Greenlee on LinkedIn: https://linkedin.com/in/robgreenlee/

Follow Rob Greenlee on Facebook: https://facebook.com/robgreenlee/

Connect with Rob Greenlee on Twitter: https://twitter.com/robgreenlee/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

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Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 the Clubhouse: Audio Electronics Explained - Part 2

Wed, 21 Jun 2023 06:00:00 -0400

“I think, you know, in terms of quality and even the manufacturing, I’ve been very pleased with what I’ve been seeing from quote-unquote competitors. And as far as competing, I think the Pod Mobile is kind of different in the application and though there’s a lot of overlap and one can choose to, for certain applications, it can choose from multiple options, the packaging and the range of things that Power Mobile does is quite different.” -- Fernando Eid Pires

This episode's the second half of The Power of Sound Clubhouse chat with panelists Steve Irby and Fernando Pires as we talk about condenser mics vs dynamic mics, Fernando's priorities when it comes to designing audio equipment and comparing technical numbers to real-world performance.

Changing Up Your Gear

The second half of our Clubhouse discussion starts as we continue to talk about audio specifications, the math behind decibel ratings, and whether condenser mics or dynamic mics offer the best bang for your audio buck. Fernando offers an example of how what seem to be ideal numbers on paper can sometimes fail to account for practical reality and a podcaster's unique circumstances. "My advice for the consumer," he tells us, "is that if you go with the numbers and you're about to change up your gear with hopes to improve it that much... get the product from a place that it can be returned."

Publishing the Truth

George Whittam joins the conversation with a question to our panelists about the latest buzz surrounding 32-bit float audio, just what that phrase really means, and how useful it might be for a device as versatile as Fernando’s PodMobile. Fernando and Steve share their thoughts about balancing cost and efficiency in audio equipment, and whether it’s more important to compete with the numbers across the industry or with the user experience. “We’re at the point,” Steve explains, “where we want to say, what we publish is true, you know, and there is a lot of pressure to publish a certain number, maybe with a certain type of a measurement that doesn’t really matter. So you get the pressure to do that.”

A Life Transformed

We wrap up the conversation with a more in-depth look at some of the design decisions that went into the PodMobile's audio ports and interfaces, how early user feedback led to Fernando adjusting his original plans to make it more robust, and the unique "blend mode" he designed to offer spatial-audio recording. As we close, he looks back at the circumstances that led to his meeting Steve and joining Kicker. "My life has been transformed entirely top to bottom in every way," Fernando says. "And that's amazing. Like, gosh, like how far it goes when, when you, you know, aiming for the long haul. And I don't see how that could have been the case if you had compromised on your values."

Episode Summary

Condenser mics, dynamic mics, and getting the best sound
How essential 32-bit float audio recording is to audio hardware
Weighing technical specifications against user feedback
The lessons Fernando learned while perfecting the PodMobile

Connect with the Panelists

Kicker Website: https://www.kicker.com/

Connect with Steve Irby on LinkedIn: https://www.linkedin.com/in/steve-irby-aab79613/

AudioSigma Website: https://audiosigma.com/

Follow Fernando Pires on Facebook: https://www.facebook.com/fernando.eidpires

Connect with Fernando Pires on LinkedIn: https://www.linkedin.com/in/pireseid/

Follow Fernando Pires on Twitter: https://twitter.com/PiresEid

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 the Clubhouse: Audio Electronics Explained - Part 1

Wed, 14 Jun 2023 06:00:00 -0400

“Well, if you want sound to go further, you don’t... Some people say it throws sound or something like that. It doesn’t, sound moves on its own. It’s a wave, but what you can do is control the dispersion of it. So if you’ve got your garden water hose and you put it on spray, it’s the same amount of water coming out, but it goes, it sprays out in all different directions, or at least quite a bit. And then if you twist it and make the setting where it goes straight out, okay, it will be more concentrated in that area. So basically what you do is you just take that acoustical power and you funnel it into different directions. So you might think it goes further, but it just makes it louder in that particular area.” -- Steve Irby

Each Wednesday at 2 PM Eastern Time I host a weekly Clubhouse called The Power of Sound, where we talk about everything related to sound, such as music, podcasting, voiceovers, public speaking, audio branding, voice interfaces, social audio, and, of course, digital audio. If you’d like to drop by, just check the schedule for The Power of Sound to see what’s coming up. Just lately we had a conversation (and everyone here knew that the room was being recorded so I do have permission) called Audio Electronics Explained, where we discussed the science of sound and audio equipment.

My fellow panelists in this discussion are Kicker’s founder and president Steve Irby, and audio engineer and AudioSigma founder Fernando Eid Pires. They answer questions about how our audio experiences are crafted through the innovation of the hardware we use. If you’ve ever wondered how speakers create the sound you love, or have questions about how audio interfaces work, or want to understand what audio specifications are really saying, they can help you. Both of them understand the nuts and bolts of audio gear and are sure to have the answers you’re looking for!

A Thing of Its Own

The Clubhouse chat starts off with Steven and Fernando introducing themselves and telling us how they got their start, and about Kicker’s role in the audio industry. “GM is our biggest customer,” Steve explains. “We build for a number of other automakers: Toyota, Subaru, Ford, and different ones as well.” Fernando talks about his firsthand experience with digital audio, from his early days as a student in Brazil to his work today on the PodMobile device. “It’s quite different engineering for audio than anything else,” he says, “robotics, or industrial computing applications. Audio is quite of a thing of its own: I love it because it’s a blend of art with those exact engineering-type things.”

The Illusion of Sound

Steve goes on to explain how sound works, and how everything from modulation to subtle volume shifts plays into the illusion of 3D audio in the car. “If you were sitting at a concert or in a club or you’re listening to a band,” he explains, “they’re generally in front of you. So a lot of the things that we do is designing for the sound to appear to come from the front of the car.” Fernando gives us an example of how, with the right processing, speakers can trick the ears and brain into hearing sound come from a variety of directions that might have nothing to do with where the speakers are installed.

Tying the Senses Together

The conversation continues with its focus on the senses and how they can be manipulated, and we talk about my previous guest Steve Keller’s surprising research into the connection between sound and the sense of smell (in the case of a Dove campaign created at Studio Resonate). Fernando recalls a book by Dr. Daniel Amen that tied the senses together and helped change his life. “I remember one of the recommendations he had,” he tells us, “for, like, you just had like a really bad day or kind of in a difficult place is an immersion of what sounds good, smells good, temperature of the water... deliberately using as many of the senses as you can to get you to like, feel better. And of course, that, you know, will interfere with your state of mind.”

What the Numbers Mean

As the first half of our Clubhouse discussion wraps up, the topic turns to audio equipment, technical specifications, and just what all those impressive-looking numbers on the back of a microphone box are really saying. Fernando gives us a vivid illustration of just how the math behind decibel ratings doesn’t work the way we might assume and how those numbers don’t necessarily mean what they seem to say at a glance. “So my point is,” he says, “if you rely on the specifications without the knowledge of how these things actually work, oftentimes you know, oftentimes you’ll be disappointed.”

Episode Summary

Steve and Fernando’s backgrounds in audio technology
How sound waves work and the key to simulating 3D audio
The connection between sound, the other senses, and wellness
How the noise ratings on microphones are calculated
Making sense of audio equipment’s technical specifications

Next week the chat continues as we talk about condenser microphones, Fernando’s work on the PodMobile interface, and unraveling just what a “32-bit float audio recorder” means.

Connect with the Panelists

Kicker Website: https://www.kicker.com/

Connect with Steve Irby on LinkedIn: https://www.linkedin.com/in/steve-irby-aab79613/

AudioSigma Website: https://audiosigma.com/

Follow Fernando Pires on Facebook: https://www.facebook.com/fernando.eidpires

Connect with Fernando Pires on LinkedIn: https://www.linkedin.com/in/pireseid/

Follow Fernando Pires on Twitter: https://twitter.com/PiresEid

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Digitize Your Reality: A Conversation with Randy Sosin - Part 2

Wed, 07 Jun 2023 06:00:00 -0400

“The interesting thing about Napster was, you know, they built this really cool community and everyone had to upload their music to a server. So they controlled the servers. And because the music business doesn’t understand it and because it wasn’t their thing, they killed it. So the people who had designed that software were like, okay, then let’s just make every computer a server. And then like Gnutella and LimeWire came out and it was like, it almost destroyed the industry. They were able to take that technology and bring it back into like, well, ‘let’s just stream it to you now. We’ll stream it to you back from our servers.’ But then the artists paid the price on that.” -- Randy Sosin

This is the second half of my conversation with filmmaker, music video producer, and visual storyteller Randy Sosin as we talk about how artists can engage more successfully with their fans, how he’s working to overcome the bad reputation that NFTs have given blockchains, and his work in reinventing everything from music videos to concert performances for the digital-audio era.

A Whole Other World

The second half of our discussion starts with a look back at file-sharing apps like Napster and Limewire, and how the music industry missed an early opportunity to engage listeners and connect them more directly to the artists. He tells us how he’s using the blockchain to create just that sort of connection now: “As an artist, if you do something and sell it, like if somebody buys something, it goes directly to your wallet. It’s a fifteen-second transaction thing. And if you’re selling it for a hundred dollars or two dollars or whatever, you don’t have to wait.” We talk about the hit NFTs have taken in the news lately, and how he’s working to separate the pioneering technology and potential behind them from their mixed reputation “So I’m trying to make it more like digital scrapbooks,” he says, “and clips from videos and stems, because there’s a whole other world that I feel that’s out there.”

Wow, That’s Cheap

Our conversation turns to audio jingles, logos, and the industry’s ongoing reliance on licensed music from decades past. “They’re trying to tap into the familiarity,” Randy explains, “so that you’re watching that, you’re like ‘oh, I love Stevie Wonder and I love the Beatles.’ They’re just trying to get you to engage with the brand.” We also talk about the limitations of this strategy, especially since more than one company might license the same song for a commercial. “People are like ‘oh, you know that song and it was in this commercial?’” he tells us. “It’s like ‘no, it was in this commercial,’ and then they Google and it’s in both commercials. And then they’re like, oh, wow, that’s cheap.”

The Fan Experience

As our conversation comes to a close, we talk about the growing role of audio branding in the future of digital music, from fans interacting with music video elements to concerts where fans can use tokens to interact with the performance. “That’s the thing,” Randy says, “the band can easily engage with that because it’s not going to change anything for them. They can play their song and do their thing. But the fan experience is like, it’s worth everything to me.” We talk about the tensions between producers and artists, and how he believes the breakthroughs of Web 3.0 are on the side of the artists and their fans, from proof of attendance protocols to dynamic digital royalties. “The gatekeepers are not thrilled with the idea,” he tells us. “But I’m not giving up. I believe in it. I really believe in it.”

Episode Summary

How the digital-audio revolution has left music artists behind
Overcoming the hurdles of NFTs and embracing the blockchain
The advantages and challenges of licensed-music branding
The future of digital audio, from musical bots and Metaverse concerts

Connect with the Guest

Website: https://linktr.ee/randysosin

Connect with Randy Sosin on LinkedIn: https://www.linkedin.com/in/randysosin

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Digitize Your Reality: A Conversation with Randy Sosin - Part 1

Wed, 31 May 2023 06:00:00 -0400

“One of the biggest problems that we have in the world today is that we’ve devalued music to, it’s basically free. And, you know, I keep seeing these articles like, well, ‘what if Spotify charged you $14.99 a month?’ That isn’t going to fix the problem. Getting another billion dollars in the system so that Universal or Sony can get another $800 million into their coffer... it’s not going to the artists.” – Randy Sosin

This episode’s guest is a groundbreaking filmmaker who has been at the helm of some of the most important music videos, concert films, and livestream events, driving the sales of millions of albums, downloads, streams, and concert tickets. From Eminem to Pink Floyd, from Sarah Silverman to the Electric Daisy Carnival, he has been at the forefront of music visual storytelling for over twenty-five years. He’s currently focused on Music and Entertainment blockchain projects: he’s a blockchain Shaman and can help anyone understand and embrace the new Web 3.0 reality.

His name is Randy Sosin, and this discussion will definitely be looking to the future. What’s new under the sun for musicians, and for all of us who appreciate good art when it comes to sound? What does Randy recommend and what does the future look like to him? Listen in to find out.

A Changing Industry

As our conversation starts, Randy tells us about his early memories of sound. “I remember the first time hearing the Beatles,” he says, “and that was something that really changed my life. You know, like, just the sound that came out of the radio, the harmony, and the whole thing.” We go on to talk about the music industry and the changes the digital age has brought about, and how those changes sometimes don’t get as much attention as they should. “Oh, you’ll see articles like vinyl outsold CDs,” Randy tells us. “and that may be true. Vinyl may have outsold CDs in 2022, but if you go back to 1985, there were hundreds of millions of units sold. Now you’re talking about a million units sold.”

The Music of MySpace

Randy tells us about social media’s current role in brand promotion, and how blockchain technology can help cut out the middleman between bands and their audience. “All that data and all that information goes to the other platforms,” he explains. “You can use it and you hope your algorithm works, but coming soon will be the direct-to-consumer where they’ll be able to connect to you directly in your world.” We also talk about how MTV once held, and then lost, the cultural influence that social media now holds, and how today’s platforms haven’t focused on music the way MySpace once did. “And it was, people loved it, you know?” he says. “But then it’s gone away. I’m shocked that there is, I guess TikTok is what people say to me, but it’s not necessarily about music.”

Moving Beyond Royalties

We discuss the challenges of making money as a musician in the digital era, and how utilizing the blockchain can ensure that the artists are being rewarded for their effort. “If they know that they can get money quicker and more efficiently,” he says, “and it’s coming directly to them, I think there’s going to be a sense of like ‘I don’t need to make a hundred million in order to make twenty million. I can make twenty million and I actually made twenty million.’” The topic turns to the traditional record industry and to royalty payments, a concept that, in his view, became obsolete a long time ago. “When you buy a record,” Randy tells us, “when I bought an album or if you bought a CD, you don’t pay a royalty every time you listen to it in your house, you know? But in theory, you should.”

Everything’s Digital

As the first half of our discussion comes to a close, we talk about augmented reality, VR, and the audio transformation that virtual performances can bring. As Randy puts it, “why do we have to have a stage in one place with two points of sound? You know, it’s 2023, like, you can have twenty, thirty points of sound very easily. Everything’s digital.” We also talk about AI and machine learning, and how they’re going to change everything from listener playlists to composing the songs to concert performances. “Even with music,” he says, “it’s going to figure stuff out. It might not be perfect at first, but it’s going to figure things out and it learns, it’s machine learning. So I encourage artists to embrace it.”

Episode Summary

Randy’s first memories of sound and how the Beatles changed his life
How social media apps like TikTok became the new MTV
Using blockchain technology to connect musicians and fans
How the future of buying albums might become very different
The role of virtual and augmented reality in the music industry

Tune in next week as we talk about the missed industry opportunity that Napster represented, how he’s working to reinvent the music video as we know it, and how the combination of digital venues and audience participation could completely transform the way concerts are performed.

Connect with the Guest

Website: https://linktr.ee/randysosin

Connect with Randy Sosin on LinkedIn: https://www.linkedin.com/in/randysosin

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 the Clubhouse: The Power of Digital Audio For Customer Engagement - Part 2

Wed, 24 May 2023 06:00:00 -0400

“If you were thinking more towards the sonic branding aspect of finding a specific sound or a musical tone that represents the company, the way that I like to approach it is, what don’t you sound like? Because sometimes that’s too obtuse of an idea to think about. But like, if you know of something that’s your competition, maybe they have a sound and you go, I’m not this sound because I don’t like this. I don’t know. I just wanted to put that out there, that recognizing your competition, and also to Ahmed’s point, asking your customers, what sounds do you portray? So again, I’m going into the more of the sonic branding element of it, but I just wanted to put that out there.” -- Jeanna Isham

This episode’s the second half of my discussion with panelists Ahmed Bouzi, Jeanna Isham, Audrey, Arbeeny, and Steve Keller in The Power of Sound Club on Clubhouse about the Power of Digital Audio, as we discuss what voice AI might mean for voiceover artists, where companies looking to take advantage of sonic branding might want to start, and how social media and marketing algorithms are making reaching out to customers both easier and more of a challenge than ever before.

Your Brand is Your Brand

The second half starts off with a question from Xavier, a voiceover artist and actor who's looking to utilize his talent for AI and synthetic voices. We talk about the Open Voice Network and innovative voice-cloning companies like Respeecher, and our quartet of panelists offer their advice. "At the end of the day,” Steve says, “your brand is your brand. So any and all of these things that you're doing that become part of a resume could potentially make you bankable.” Audrey adds “the one thing that I would say that I'd be a little careful with is like, let's say you're associated with one brand and you're on camera for them. And then you're on all of their media, your their voice. That might limit you from being somebody else's voice because you're too associated, you know what I mean?”

Knowing Your Tools

Jeff takes the stage for the next question, as he’s curious about where a company that hasn’t invested in audio branding before might start. We talk about the different resources that are available, and which forms of sonic marketing are the best fit for particular industries. “My general guidance,” Ahmed explains, “is to educate yourself about the space, but always start with your customers and ask yourself the question, how do I use this tool? And that's why the education comes in, is you need to know what tools are out there. How do you use these various tools or one of these tools just to start?"

How Are We Using Sound?

Another observation comes from Cheryl, who notes how easy it is, in an online world driven by algorithms and metrics, for advertisers to alienate their customers with clumsy marketing. Ahmed agrees with her and shares his thoughts on the importance of diversifying ad campaigns to reach out to different categories of clients, and Steve notes that it all starts with considering how your brand intersects with your customers' lives and how they actually relate to it. “Just take your brand,” he adds, “and start thinking about what are all the places where a consumer can hear your brand and then start asking yourself, how are we showing up there? How are we using sound right now?”

Episode Summary

How voiceover artists can take advantage of the voice synth revolution
The key to owning and protecting your voice as an audio brand
Where companies should start when it comes to creating a sonic logo
Reaching out effectively to your customers through digital audio

Connect with the Panelists

WitLingo Website: https://witlingo.com/digitalaudio/

Connect with Ahmed Bouzid on LinkedIn: https://www.linkedin.com/in/ahmedbouzid

Follow Ahmed Bouzid on Twitter: https://twitter.com/didou/

Dreamr Productions Website: https://www.dreamrproductions.com/

Follow Jeanna Isham on Facebook: https://www.facebook.com/DreamrProductions/

Connect with Jeanna Isham on LinkedIn: https://www.linkedin.com/in/jeannaisham/

Follow Jeanna Isham on Twitter: https://twitter.com/Jeanna_Isham

Audiobrain Website: https://www.audiobrain.com/

Connect with Audrey Arbeeny on LinkedIn: https://www.linkedin.com/in/audrey-arbeeny-9b62761

Follow Audrey Arbeeny on Twitter: https://twitter.com/audiobrain_ny

SXM Media Website: https://www.sxmmedia.com/

Follow Steve Keller on Facebook: https://www.facebook.com/stevekeller62/

Connect with Steve Keller on LinkedIn: https://www.linkedin.com/in/stevekeller1/

Follow Steve Keller on Twitter: https://twitter.com/audioalchemist_

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 the Clubhouse: The Power of Digital Audio For Customer Engagement - Part 1

Wed, 17 May 2023 06:00:00 -0400

“I mean there’s a foundation that needs to be put into place. You don’t just say I want this, I want that, you know send me this, send me that. And then you have the people that are very sophisticated and they want like crazy experiences within their marketing and their advertising. So it’s kind of like two ends of the spectrum. You’ve got the people that know so much and wanna take advantage of every new technology. And then you’ve got the people that didn’t even want a sound logo and now they’re behind the times a bit. And they want to get caught up and they want to get caught up today. And I think that it’s that balance to show them that it’s a very iterative process.” -- Audrey Arbeeny

As some of you know, I host regular weekly Clubhouse rooms on Wednesdays at 2 PM Eastern Time. We talk about all sorts of things related to sound, including voiceovers, public speaking, podcasting, music, audio branding, voice AI, sound in social media, and especially digital audio. If you’d like to drop by, you can check out the schedule for my House, The Power of Sound, to see what’s coming up. We recently had a fascinating discussion (and everyone here knew that the room was being recorded so I do have permission) called The Power of Digital Audio, where talked about what digital audio means, how it’s reshaping our online lives, and how AI fits into the voiceover industry.

My fellow panelists in this episode are WitLingo founder and CEO Ahmed Bouzid, podcaster and Dreamr Productions founder Jeanna Isham, sound branding professor and Audiobrain founder Audrey Arbeeny, and audio alchemist and sonic strategy director Steve Keller. We start things off by getting to the heart of what we mean by “digital audio” and talk about the marketing push into podcasting and social audio spaces, how digital audio hardware from smart speakers to custom vehicle soundscapes are changing the role of sound in our lives, and how the role of machine learning can be as subtle as speeding up recording sessions or as dramatic as creating whole new voices from scratch.

Hearing the Authenticity

As we start the Clubhouse chat, Ahmed introduces himself and tells us how he defines digital audio. “For example, podcasting that you can listen to from your desktop or from your mobile smartphone,” he explains. “I think, that would be an example of digital audio.” We talk about how digital audio can foster a greater sense of connection and listener engagement than traditional audio and mass media. “When you hear that, you can hear their enthusiasm. You can hear their authenticity.”

Talking to the Companies

Jeanna introduces herself next, and we talk about how COVID helped change the way people relate to sound in a way that, for Jeanna, seems oddly familiar. “We actually went back to an original idea,” she says. “going back to having just that radio in our kitchen or in the living room and everybody would gather around and listen to the radio. So it’s kind of like, in my opinion, it’s a full circle thing.” She tells us about her podcast Sound in Marketing, and how it’s focusing now on the business side of audio branding. “I’m speaking to companies that actually are implementing it,” she explains. “I’ve done a lot of peer suggestions, peer conversations, but now I’m actually talking to the companies.”

Blending Sound Science and Art

We then hear from Steve, who explains the nuts and bolts of being a sonic strategy director: “The easiest way I’ve come up with it to describe my job is that I’m blending sound science with sound art to help our clients make sound decisions.” We talk about how digital audio is changing the sonic landscape, particularly when it comes to next-generation vehicles. “You’ll see automobiles becoming spaces,” Steve tells us, “not just for transportation, but spaces for entertainment, spaces to work in, even spaces for health and wellness. And there’s a huge audio component that’s a part of that.”

Leveraging Voice and Sound

Up next is Audrey, and she tells us how she’s helping companies that are behind the audio branding curve as well as the ones trying to stay ahead of it. “I notice one thing is that they are paying more attention and they are doing more in their advertising,” she notes, “like they’re reviewing the voices more and they’re getting a little bit more educated on what the right persona is” Audrey describes the process of tailoring a long-term sonic branding strategy suited for each client’s unique needs. “We have to really see what’s going to be right for them,” she explains. “Where their touch points are, where they’re hitting their consumer, that we can really leverage voice and sound.”

Episode Summary

What is digital audio and how has it changed sonic branding
Ahmed’s work with using social audio to form authentic connections
How Jeanna’s seen audio evolve throughout and after the COVID pandemic
Steve’s work with the metaverse and the future of digital audio
How Audrey’s helping companies develop a viable sonic strategy

Next week the chat continues as we take questions about how voice artists can utilize the latest AI breakthroughs, practical advice for businesses looking to take the first step into audio branding, and how advertisers are having to work harder than ever to connect with their customers.

Connect with the Panelists

WitLingo Website: https://witlingo.com/digitalaudio/

Connect with Ahmed Bouzid on LinkedIn: https://www.linkedin.com/in/ahmedbouzid

Follow Ahmed Bouzid on Twitter: https://twitter.com/didou/

Dreamr Productions Website: https://www.dreamrproductions.com/

Follow Jeanna Isham on Facebook: https://www.facebook.com/DreamrProductions/

Connect with Jeanna Isham on LinkedIn: https://www.linkedin.com/in/jeannaisham/

Follow Jeanna Isham on Twitter: https://twitter.com/Jeanna_Isham

Audiobrain Website: https://www.audiobrain.com/

Connect with Audrey Arbeeny on LinkedIn: https://www.linkedin.com/in/audrey-arbeeny-9b62761

Follow Audrey Arbeeny on Twitter: https://twitter.com/audiobrain_ny

SXM Media Website: https://www.sxmmedia.com/

Follow Steve Keller on Facebook: https://www.facebook.com/stevekeller62/

Connect with Steve Keller on LinkedIn: https://www.linkedin.com/in/stevekeller1/

Follow Steve Keller on Twitter: https://twitter.com/audioalchemist_

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Mobile Audio Technology & Podcasting On the Go: A Conversation with Fernando Eid Pires - Part 2

Wed, 10 May 2023 06:00:00 -0400

Mobile Audio Technology & Podcasting On the Go: A Conversation with Fernando Eid Pires - Part 2

“Eyesight's probably the first sense most prioritized by the brain but right behind it is hearing and it can influence your state of mind, your emotions. You know, if you put the right music to work, you work better. If you put the right music to work out, you work out better, you know. If you want to have a romantic date, there's a very different kind of music you'll want to play there. Well, needless to say, it's amazing, and if you're cognizant of what you're choosing to hear it, will have an effect on you." -- Fernando Eid Pires

This episode’s the second half of my interview with entrepreneur, audio engineer, and Audiosigma founder, Fernando Eid Pires as we discuss his inspirational book Jumpstart, the ins and outs of developing the PodMobile, and his perspective as a newcomer to the voice industry.

The Extra Mile

The second half of our conversation starts with a closer look at the creative and engineering process behind PodMobile and how Fernando’s using feedback from his contacts within the voice and audio industry to continue developing and expanding the mobile tool into an audio Swiss army knife for every occasion. “The idea of the PodMobile,” he explains, “is that it solves your problems. So if you have to go the extra mile... then I think my equipment is not doing the job that it could do.”

Getting Your Life Together

He also tells us about his book Jumpstart and the lessons that it drew from his early life and struggles to help others follow their own path to success. "It's about getting your life together," he says. "It's very much self-help." Fernando acknowledges that this can be easier said than done and that he had to overcome his own struggle with shyness to be able to offer advice to others. "It's very difficult for somebody to just take days to just lay out that plan," he tells us. "It's not easy. It's easy to tell someone to do it, but it's not easy to overcome the resistance to do it yourself."

The Right Music

Our discussion concludes with the role sound plays in our well-being, and how the power of music, from jazz playlists to classic rock to lofi hip hop, helped him persevere through some of his most difficult struggles. “If you put the right music to work,” Fernando observes, “you work better. If you put the right music to work out, you work out better. You know, if you want to have a romantic date, there’s a very different kind of music you’ll want to play there. Well, needless to say, it’s amazing and if you’re cognizant of what you’re choosing to hear, it will have an effect on you.”

Episode Summary

The process of expanding PodMobile’s versatility and audio compatibility
How Jumpstart aims to help guide other entrepreneurs in their journey
The beloved grandfather whose life has been an inspiration to Fernando
How music can influence our mental health without our realizing it

Connect with the Guest:

Website: https://fpires.com/

Audio Sigma: https://audiosigma.com/

Jumpstart by Fernando Eid Pires: https://fpires.com/jumpstart/

Connect with Fernando Eid Pires on LinkedIn: https://www.linkedin.com/in/pireseid/

Connect with Fernando Eid Pires on Facebook: https://www.facebook.com/fernando.eidpires

Follow Fernando Eid Pires on Twitter: https://twitter.com/PiresEid

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Mobile Audio Technology & Podcasting On the Go: A Conversation with Fernando Eid Pires - Part 1

Wed, 03 May 2023 06:00:00 -0400

Mobile Audio Technology & Podcasting On the Go - Putting Audio to Work

“I get a bigger satisfaction working with things that has a constraint in terms of budget, you know, cannot be overly expensive. You have to deliver a ton of value for the money. I think this is so cool to work with that and like kind of, you know, work a miracle out of the parts that you have. Then, you know, go super fancy and, oh, this is the best thing ever. And you should pay, you know, ten grand for this. And then you can basically use anything. I think this is sort of like the movies that when, you know, the budget is short, sometimes the movie is a lot better and then the sequel, when you have a lot more budget, much more money to make the movie, maybe it’s not as good.” -- Fernando Eid Pires

This episode's guest is a relentless entrepreneur and a highly skilled electrical engineer with five patents and an inspiring history to share. His name is Fernando Pires and I first came across him and his expertise when a fellow VO reviewed a wonderful audio interface he'd come up with. It's currently called the PodMobile, but he may change that name in the future. It's a useful new tool to help voice actors and podcasters alike, get the best sound for their recordings: I've tried it myself and can tell you it is an excellent piece of equipment. We talk more about where his love of sound started, his electrical engineering, his current interest in sound, and where he thinks it'll end up. So stay tuned!

Between Toys and Sound

The interview starts with Fernando’s memories of listening to music in the car as a child, and we talk about how audio became a passion for him early on. “I was between toys and sound equipment,” Fernando explains. “But when I was twelve years old, it became pretty much all about audio.” He tells us about growing up in São Paulo and how its music scene helped cultivate his love of music. “If you want to listen to jazz on a Tuesday night,” he says, “you got it. If you want to listen to blues, you got it. Bossa nova, you got it. Samba, you got it. Anything. So rock and roll? Plenty.”

An Expensive Lesson

Fernando talks about his first patent, a beautifully designed and ingenious custom audio mixer that turned out to be hopelessly impractical. “It was a wooden cabinet painted silver,” he says, “like automotive paint. It was like the iPod of professional audio. It worked great. It was a pleasure to use, but to build it? Oh my goodness.” We talk about the hours of work he poured into each one of the hundred devices he eventually sold, and the lessons he learned from that project. “Honestly, that patent resulted in nothing,” he admits. “It was just extremely expensive. It wasn’t a good idea.”

Entrepreneurs from Birth

The conversation turns to his success with the PodMobile and the entrepreneurial spirit that carried him through those early setbacks, a spirit he thinks many people possess without realizing it. “I believe that most people have that in them when they’re young,” he explains, “and it kind of, it never gets reinforced basically, unless your parents, one of them are an entrepreneur.” He talks about how his early jobs supported him while he developed the PodMobile, and his desire to help create jobs for other people who might also be starting out as entrepreneurs. As Fernando puts it, “I think there’s, personally, I think there’s a moral duty. I feel a sense of obligation to at least try to do it.”

Me Helping You

We talk about his storied career as an inventor, and how those early mixed results nonetheless helped him reach his goals today. "As I made errors and invested money in this prototype and that patent and then a hundred units that turned no profit whatsoever," he tells us, "I kept recycling that money. I never spent that money personally. But I recycling it and putting on the next thing and then the next thing" Fernando talks about how his work with audio technology and podcasting clients brought him into the voiceover industry, and how welcoming and supportive a community it's turned out to be. "The VO world is not like me versus you. It's me helping you, and the mindset was beautiful."

Episode Summary

Fernando’s early memories of sound and experiences as a guitar player
How a surprise friendship helped him learn the importance of salesmanship
Fernando’s first patent and the expensive lessons that it taught him
The entrepreneurial instinct and how children often lose it over time
How Fernando gained a fresh perspective through the VO industry

Tune in next week as we discuss some of the technical challenges and innovations behind PodMobile, the grandfather whose life inspired Fernando’s journey as an entrepreneur, and how digital music, from Spotify playlists to lofi hip hop, came through for him during some of his darkest hours.

Connect with the Guest:

Website: https://fpires.com/

Audio Sigma: https://audiosigma.com/

Jumpstart by Fernando Eid Pires: https://fpires.com/jumpstart/

Connect with Fernando Eid Pires on LinkedIn: https://www.linkedin.com/in/pireseid/

Connect with Fernando Eid Pires on Facebook: https://www.facebook.com/fernando.eidpires

Follow Fernando Eid Pires on Twitter: https://twitter.com/PiresEid

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Through Music and Sound: A Conversation with John Taite - Part 2

Wed, 26 Apr 2023 06:00:00 -0400

“I’ve said this quite a few times, but it still rings true: I think that the superpower of sound is that people think about what they see, but they feel what they hear. And that is magic, I mean, that is transformative. That is what turns audiences into fans.”-- John Taite

This week's the second half of my interview with content entrepreneur, keynote speaker, and Made Music Studio EVP John Taite as we talk about his work for such clients as Turner Classic Movies and Panera Bread, the future of social audio, and finding the emotional core of a sonic brand.

Your Brand on Mute

As we start off the second half of our interview, John talks about how digital audio, social audio, and even the metaverse are changing sonic branding. “There’s been such a seismic shift,” he says, “to, you know, sound on social platforms, or audio-first platforms, or audio-only platforms, and the conversation we have is ‘is your brand on mute?’” He tells us how he works with clients to understand the essence of their brand and how that brand can be expressed through sound: “you really do have to go through a sort of peeling back of the onion to understand what a true core brand sound is.”

Oboes and Death Metal

“We often say that we're an emotional connection company," John explains. "That's at the heart of everything we do: how do we make human beings actually feel something about a brand?" We discuss Made Music's approach to helping people express their ideas in music and finding their sonic brand. "You're not sort of putting somebody who's not musical," he says, "in an awkward position of saying, like, 'I think my car sounds like, you know, oboes and death metal.'" He talks about his inspiration and the creative process behind Turner Classic Movies' award-winning "Where Then Meets Now" audio branding campaign, and what AI and the Metaverse might mean for the future of audio. "It's bringing personality and emotional connections," he says, "to, you know, a purely digital space."

Keeping It Interesting

As our interview comes to a close, we talk about how much more competitive the audio industry's become over the past few years. "Sound and music are always going to have, you know, an important role to play," John notes. "I think everybody is looking to have an element of that enhanced emotional connection." He tells us what he's working on now and some of his most memorable projects. "There are never two jobs that are the same," he says. "there's never a client that's the same, never a challenge that's the same, and that's what keeps it interesting and keeps us looking to the future."

Episode Summary

How digital audio, social audio, and audio-first apps are changing the industry
John’s approach to working with clients and creating their unique sound
His award-winning work on reinventing Turner Classic Movies’ sonic branding
How audio branding is becoming an essential part of brand recognition

Connect with the Guest

Website: https://www.mademusicstudio.com/

Connect with John Taite on LinkedIn: https://www.linkedin.com/in/johntaite/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Through Music and Sound: A Conversation with John Taite - Part 1

Wed, 19 Apr 2023 06:00:00 -0400

“There are so many things where it's about that emotional connection to brand experience or product, and, as we're creating that, you mentioned earlier, we're operating in an area which is very very heavily connected to the subconscious reaction to sound. You have to be very responsible about that, I mean, it is that 'with great power comes great responsibility.’” -- John Taite

My guest for this episode is an award-winning content entrepreneur, keynote speaker, and the EVP of Global Brand Partnerships & Development at Made Music Studio. He began his career as a music journalist and documentary filmmaker before working as a senior programming and brand executive at MTV, AMC Networks, and the BBC. He's been featured in several major publications, including Fast Company, Muse by Clio, Marketing Brew, and Business Desk, and he's captivated audiences at the Forbes CMO Summit, Adweek, Brand Innovators, LE Miami, and the Audio Intelligence Summit.

At Made Music, he leads an award-winning marketing, content, and partnerships team responsible for a 400% jump in revenue. His growing list of brand partners includes Mercedes-Benz, AT&T, PepsiCo, Amazon, Verizon, Target, Dunkin', Subaru, Warner Media, General Mills, American Express, Lexus, BMW, and the David Bowie Estate. His name is John Taite and if you're still wondering how effective audio branding can be after having listened to this podcast for a while, I have no doubt that this will be a fascinating conversation!

Invisible Brands

As we start the interview, John tells us about his early memories of sound, and listening to his father's upcoming interviews with musicians like Bob Marley, the Sex Pistols, and Talking Heads. "It was quite an interesting life growing up,” he tells us. “I grew up with not your average nursery rhymes and things like that.” He goes on to tell us how his career and experiences all over the world led to his insights about audio branding and the lack of a cohesive marketing strategy in many industries. “The thing that really struck me,” he explains, “was a lot of brands are invisible in this space. They put so much time and energy to create the visual identity systems and visual branding, but there was a real gap.”

Coming Around the Campfire

We talk about Made Music’s approach to branding, and its integration of sound, music, and story to speak to the audience. “It’s really about the story, you know,” John says. “For us, it's really about putting the stories out there." As he puts it, “we want to find something that couldn’t possibly sound like anybody else.” He gives us an example with their famous Tostitos campaign, which took inspiration from everyday life to create a memorable audio connection between the snack brand and its consumers. “With Tostitos in particular,” John explains, “their whole thing is about coming around the campfire. It’s about togetherness, it’s about just, you know, those moments.”

The Lens of Sound and Music

Our discussion turns to the power of conscious and unconscious branding, and the subliminal impression sound can make even apart from the industry's more famous jingles. "It really is a case," John says, "of steering people I suppose in a way where they begin to consider their brand through the lens of sound and music." We talk about conscious branding and the art of engaging consumers on a personal level through the power of sound and story. “It answers questions,” he explains, “like does this brand see me? Does this brand accept me? Does this brand invite me into its world?”

The Magic of It

John talks about some of Made Music’s most famous marketing campaigns and the behind-the-scenes process for creating them. “We probably have a higher success rate in terms of launching,” he tells us, “and that’s really because we spend a lot of time doing it.” A story that engages the listener is critical, he says, and “making sure that it’s embedded in the work.” The challenge and goal, he explains is to use the power of sonic branding to forge a deeper relationship with customers, to elevate them into, as he says, “fans of shows, fans of events, fans of brands. That’s really the magic of it.”

Episode Summary

John’s early memories of such famous sounds as Bob Marley and the Sex Pistols
How John sought to close the sonic branding gap in the marketing industry
Made Music’s Tostitos campaign and the integral role of story in audio branding
The power of conscious branding in creating personal connections
Bringing stories to life and turning consumers into brand enthusiasts

Tune in next week as we talk about the dangers of leaving your brand on mute, the story behind Turner Classic Movies’ famous “Where Then Meets Now” audio campaign, and how such seismic shifts as social audio and AI content creation are shaking up the audio branding industry.

Connect with the Guest

Website: https://www.mademusicstudio.com/

Connect with John Taite on LinkedIn: https://www.linkedin.com/in/johntaite/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

AI and Podcasting: A Conversation with Carl Robinson - Part 2

Wed, 12 Apr 2023 06:00:00 -0400

AI and Podcasting - Talking to Computers

“Branded podcasting was one of the first things that I thought this would be perfect for, and I still personally believe that branded podcasts are one of the biggest untapped opportunities in podcasting because there are just so many companies out there that don’t yet have a podcast. And podcasting really is, you know, on the up. Soon it will be ‘you have to have a podcast,’ it’s not just a nice-to-have, and I think voice technology will spur that on as well. We’re already asking for a lot more audio on demand, so I feel like more and more companies just need to have more content on demand through voice interfaces, you know, as a catalyst.” -- Carl Robinson

This episode’s the second half of my interview "AI and Podcasting" with podcast host, AI data scientist, and Rumble Studio CEO, Carl Robinson, as we talk about what podcasting’s growth means for businesses, balancing digital convenience with a human touch, and just how intelligent is artificial intelligence.

An Untapped Opportunity

As the second half of our interview begins, Carl tells us how Rumble Studio’s conversational AI is particularly suited for branded and company podcasts. “Branded podcasts,” he says, “are one of the biggest untapped opportunities in podcasting because there are just so many companies out there that don’t yet have a podcast.” We discuss podcasting as a labor of love vs a business necessity as well as the role sound quality plays in our listening habits, and whether there’s a happy medium to be found. “If I turn on a podcast,” Carl explains, “and it’s at all difficult to listen to I’ll just turn it off immediately but I don’t think I’ll listen to a podcast just because it has fantastic sound quality.”

The Human Quality

Next, we talk about how software tools like Auphonic and Resound have made professional audio quality easier to attain than ever, and whether over processing might remove something vital and human from the end result. “If you remove the human quality from the voice,” Carl tells us, “that’s the same as it becoming unintelligible.” We also take a look at the ease of digital voice transformation and how its misuse could add to our skepticism toward online media. “If nobody believes in the information they're seeing on these platforms,” he notes, “the platforms will die a quick death.”

Like a Digital Parrot

As our interview comes to a close, we take a deeper dive into the future of AI, just how authentic it might become, and what that might mean. “If you train it long enough,” Carl observes, “with enough data, it sounds incredible... but it's so far from being sentient it's not funny” He explains how machine learning algorithms work and how, like a digital parrot, chatbots emulate human speech and interaction without truly understanding what it is they’re saying. “Those models that you create,” he observes, “don't understand anything that you're saying. There is no understanding of the information and the context, it's just repeating what it's already been exposed to in terms of the data.”

Episode Summary

The future of podcasting as both an art form and business strategy
How breakthroughs in sound processing are changing the role of digital audio
The evolution of conversational AI and how machine learning really works
Rumble Studio’s upcoming projects and opportunities for listeners

Connect with the Guest:

Website (and a 7-day free software trial): http://www.rumble.studio/

Vocie Tech Podcast: https://voicetechpodcast.com/

Follow Carl Robinson on Facebook: https://facebook.com/rumblestudio

Connect with Carl Robinson on LinkedIn: https://www.linkedin.com/in/carlrobins0n/

Follow Carl Robinson on Twitter: https://twitter.com/VoiceTechCarl

Async Podcast Masterclass (PDF & Webinar) teaches you how to create podcasts ten times faster. Subscribe to Rumble Studio’s newsletter for more: https://rumble.studio/masterclass

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

AI and Podcasting: A Conversation with Carl Robinson - Part 1

Wed, 05 Apr 2023 06:00:00 -0400

AI and Podcasting - Talking to Computers

“I’m sure one day you won’t be able to tell the difference, and maybe it’s not a bad thing, because everybody wants to be at their best. You know, we wear nice clothes and put on makeup and everything else, and, you know, maybe one day you’ll do the same for your voice, so you won’t sound tired or hung over or whatever...” -- Carl Robinson

This episode's guest is the co-founder and CEO of Rumble Studio, a startup that helps creators, agencies, and brands create podcasts ten times faster and easier using cutting-edge voice technology. Rumble Studio is the first and only company to record asynchronous guest interviews using conversational AI, which allows anyone to create audio content at scale, no skills required. He's the host of the Voice Tech Podcast and has interviewed more than one hundred experts in the field of voice technology. Earlier in his career, he led a product team at a chatbot startup and became a published voice AI data scientist. His ambition is to democratize audio content creation so that businesses large and small can establish a presence on the audio channels of the future.

His name is Carl Robinson and you’ll want to hear what he has to say about podcasts and the state of audio in general. The future of sound is already here, so, let’s get to it!

The People Behind the Curtain

Our interview starts with Carl's earliest memories of sound, the video-game chiptunes and sound effects that helped define his childhood. He tells us how his career began with voice technology and, as a result, soon segued into podcasting. We discuss his early work with healthcare chatbots at a time when they relied much more on human guidance: as he puts it, "I was one of the many people behind the curtain." Carl tells us how the idea came to him that podcasting could be automated to scale using voice technology, and how underutilized it was at the time. "That was around the time," he says, "when Alexa and everything was taking off so it was a great time to have that realization."

Wearing Your Best Voice

Carl tells us how he finished his work in Beijing and moved to France to help develop machine learning models in the earliest days of voice interface. He spent much of his time, he says, talking to computers – or, as Carl explains, "dreaming of talking to computers because there wasn't that much talking to them." He tells us about the pioneering research into simulated emotional tones and how he's working these days on voice transformation, apps that process and change a person's inflections, accent, and even who their voice belongs to, in real-time. We talk about some of the companies that are on the leading edge of that process, such as Sanas.AI, Veritone, and Respeecher, and how one day we may see choosing our best digital voice as casually as picking an outfit to wear to an interview.

Robots on the Phone

We talk about all the exciting possibilities, and some worrying potentials for misuse, when it comes to voice transformation, and about how audio chatbots might be received once they're indistinguishable from humans. "If they were pretending that it was real," Carl notes, recalling the controversial launch of Google Duplex and its AI phone-concierge service a few years ago, "and it wasn't, I think that really gets people's backs up." He tells us how Rumble Studios is now working with this sort of technology and integrating it into the podcast production process in new and exciting ways.

Taking the Stress Off

Carl shares his experience creating his new series Audio Leads, which utilizes voice chatbots and AI to reinvent podcast production. He explains how the interviews are delivered by AI and customized both before and after the recording process to create a natural conversation, and how that system’s been received by podcast guests. “They have to think about the answer, plan it, and then that’s it,” he says. “But what Google found is that some guests prefer that.” We discuss the flow of a real-time podcast, how it compares to a chatbot-guided podcast, and how Rumble Studios recreates that flow through its unique editing process. “It is different from a standard podcast process,” he explains. “I can get people to leave a little bit more of a concise answer, and it takes the stress off of them as well.”

Episode Summary

Carl’s early memories of sound, from Game Boys to ghetto blasters
What a healthcare app for diabetic patients taught Carl about audio interfaces
How technology enables us to improve, disguise, and reinvent our voices
The “arms race” between voice authentication and voice modification software
Audio Leads and how voice chatbots can streamline podcast production

Be sure to tune in next week as Carl and I talk about how businesses can streamline the podcasting process, how breakthroughs in sound editing are making it harder to believe our ears these days, and a closer look at the nuts and bolts of machine learning and how chatbots really think.

Connect with the Guest:

Website (and a 7-day free software trial): http://www.rumble.studio/

Vocie Tech Podcast: https://voicetechpodcast.com/

Follow Carl Robinson on Facebook: https://facebook.com/rumblestudio

Connect with Carl Robinson on LinkedIn: https://www.linkedin.com/in/carlrobins0n/

Follow Carl Robinson on Twitter: https://twitter.com/VoiceTechCarl

Async Podcast Masterclass (PDF & Webinar) teaches you how to create podcasts ten times faster. Subscribe to Rumble Studio’s newsletter for more: https://rumble.studio/masterclass

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

How to Be a Good Podcast Host: A Conversation with Elaine Appleton Grant - Part 2

Wed, 29 Mar 2023 06:00:00 -0400

“And that is also something you asked before about common problems with new podcasters, and this is true of companies and organizations. They can be very large, very well-funded organizations, it doesn’t really matter. They’ll say ‘we want to have a podcast.’ Well, why do you want to have a podcast? ‘Well, because everybody has a podcast’ or ‘because we want to get our message across well.’ That’s not a podcast, that’s an ad. Go buy ads on somebody else’s time. Or they simply don’t really know. They think it would be a good vehicle, but they don’t really know, and, um, and therefore it’s very hard to make it succeed.” -- Elaine Appleton Grant

This episode’s the second half of my interview with award-winning journalist, audio producer, and Sound Judgment host Elaine Appleton Grant, as we talk about the challenge of building an effective audio brand from scratch, how an increasingly diverse audio industry has helped give more people a voice than before, and our experiences with Twitter alternatives Mastodon and Post.

Way More than Music

The second half of our interview begins with a look at Elaine’s experiences with large companies that try to follow the trends and enter the podcasting space without entirely understanding their goal or reason for wanting a podcast. “They think it would be a good vehicle,” she explains, “but they don’t really know, and therefore it’s very hard to make it succeed.” We talk about audio branding and the holistic approach it requires: as she puts it, “it's way more than the music, that's just a tiny piece of it.” The discussion turns to how a bad strategy can end up being worse than no strategy, and the lessons we’ve both learned over our years in the voiceover and voice production industries.

Voices That Speak to Us

Our discussion turns back to the question of hostiness and just what it is that brings some hosts to life for their audience, and Elaine shares her thoughts on the sense of safety and trust that forms the foundation of a successful podcast, no matter the topic. “The quality,” she says, “the need to build that relationship appears to be universal.” We talk about our increasingly young and diverse population and how more people than ever before are being represented in podcasting, advertising, and other forms of mass media. “More and more,” she explains, “we want to hear voices that speak to us.”

Getting a Fresh Perspective

As the interview comes to a close, Elaine tells us about an NPR study on just why people listen to podcasting and streaming audio, and how, while the number one reason is multi-tasking, a close second is getting a fresh perspective. We discuss what that means, and how much voiceover representation has improved since our careers began, As she says, "there's a sense of 'I'm in the community with you,' that we're a part of and I feel seen, that someone understands who I am. They sound like me. They talk about what I'm interested in. That was, just, it gives me chills to think about it."

Episode Summary

The challenges large companies can face when trying to build an audio brand
What hostiness really means and what audiences value most in a podcast
How a more diverse audio industry is helping more people feel seen than before
The importance of empathy and humanity when it comes to podcasting

Connect with the Guest

Website: https://www.podcastallies.com

Follow Elaine Appleton Grant on Facebook: https://www.facebook.com/elaine.a.grant/

Connect with Elaine Appleton Grant on LinkedIn: https://www.linkedin.com/in/appletongrant/

Follow Elaine Appleton Grant on Twitter: https://twitter.com/elaineagrant

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

How to Be a Good Podcast Host: A Conversation with Elaine Appleton Grant - Part 1

Wed, 22 Mar 2023 06:00:00 -0400

What makes a good podcast host? That's a question many of us ask! What gives a Podcast its "hostiness" and makes you want to come back for more again and again?

“There's almost nothing about hosting and really by implication producing and that, that quality – I did not coin the term 'hostiness,' that comes from I believe PRX many years ago – but it's, it's this ineffable quality that makes us go 'oh, I love listening to Ira Glass,’ or Jad Abumrad of Radio Lab, or Anna Sale, or Brené Brown, or whoever we connect with, and different people obviously connect with different hosts. But what is that makes us connect?”-- Elaine Appleton Grant

My next guest has actually been on this podcast before. She's an award-winning journalist, audio producer, and on-air talent who worked for three NPR affiliates before founding Podcast Allies, LLC in 2019. She hosts the podcast Sound Judgment, a master study in great podcast hosting, and I’m certainly honored to have her here. In fact, you might have heard her review of this podcast read out on a recent show. Her show features today's best hosts, and producers, including Glynn Washington, host of Snap Judgment, John Barth, founding producer of Marketplace, Ann Bogel of What Should I Read Next, and Stephanie Wittels Wachs of Last Day. Her production company, Podcast Allies, develops narrative and conversation podcasts for social impact organizations, such as the Environmental Defense Fund and the American Academy of Pediatrics, so her background in audio is pretty extensive.

Her name is Elaine Appleton Grant, and I’m looking forward to getting her take on what she feels makes a good podcast and a great host. With all the interesting people she’s interviewed, she’s bound to have a very informed opinion.

The Voice of God

As we start the episode off, the discussion turns straight to podcasting, its storytelling strengths, and the powerful role it plays in audio branding. We talk about her work with John Barth, developer of the famous Moth Radio Hour, and Elaine and I discuss audio trends in everything from television commercials to movie trailers, and how modern audiences have outgrown the classic "voice of God" Hollywood voice-overs. As Elaine puts it, "it's like the end of the newscaster voice."

Ways to Get Attention

Our conversation continues with a look at how multi-tasking and our always-on-the-go lifestyle have changed the tone and purpose of advertising. "We're all trying to find ways to get attention," she says. "There are effective ways, there are good ways, there are ways with integrity, and there are ways that you and I might argue are less so." We talk about how this very podcast got its start and the audio trends, both good and not-so-good, that helped inspire its focus on sonic branding.

An Ineffable Quality

Elaine tells us about the start of her podcast Sound Judgment and her search for the true meaning of “hostiness,” a word she borrowed from Jay Bear to describe that perfect chemistry with a host that brings the audience back week after week. “It's this ineffable quality,” she explains, “that makes us go 'oh, I love listening to Ira Glass,' or Jad Abumrad of Radiolab, or Anna Sale, or Brené Brown, or whoever we connect with, and different people obviously connect with different hosts. But what is it that makes us connect?” How can we be a good podcast host? We talk about some of the common pitfalls new hosts encounter, and how that personal link between the host and their listeners can make or break a podcast.

Finding Your Voice

We talk more about how hosts can tap into that wellspring of sincerity and authenticity, from relating to the material in a personal way to rewriting it to better suit their performance, and how many newly successful voice talents with a gift for impressions have to work to find their own distinctive voice. “What's interesting about that," Elaine says, "is that there may be many you's in a way." As she puts it, voiceover is about "learning the range of who you can be sincerely and convincingly."

Episode Summary

Defining audio branding and its relationship to commercial podcasting
Marketing, movie trailers, and the new advertising rule of “show, don’t tell”
How a lifestyle podcast paved the way for The Hidden Gem of Marketing
The early days of Sound Judgment and how Elaine defines “hostiness”
Podcasting’s unique ability to foster a relationship between host and listener and how to be a good podcast host

Stay tuned next week as Elaine and I talk about the challenges companies face as they enter the podcasting world, as we hone in on the secret of hostiness and how it empowers the host, guest, and listeners alike, and how a more diverse voice industry has helped transform advertising.

Connect with the Guest

Website: https://www.podcastallies.com

Follow Elaine Appleton Grant on Facebook: https://www.facebook.com/elaine.a.grant/

Connect with Elaine Appleton Grant on LinkedIn: https://www.linkedin.com/in/appletongrant/

Follow Elaine Appleton Grant on Twitter: https://twitter.com/elaineagrant

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Chromesthesia: Hearing All the Colors of the Rainbow

Wed, 15 Mar 2023 06:00:00 -0400

What color is a piano note? How loud is purple? What’s the brightness of a melody? If these questions are leaving you a little confused, that just means you don’t have synesthesia, a rare sensory condition that’s estimated to affect just one out of twenty people. If you do have it, then your answer to those questions might be very different from anyone else’s, since it affects each person in a unique way. Synesthesia means “joined senses” in Greek, and that’s exactly what it is: a mixture of different senses within the brain so that people can taste the words they read on a page, feel numbers as if they were building blocks, or literally see time flowing around them.

The most famous kind of synesthesia might be chromesthesia, a neurological link between sound and color that allows people with this condition to see each note as a separate color. The result can be both beautiful and a little dizzying to watch, and it reveals a deeper link between the senses, and between sound and light themselves, than most of us realize.

You can find a link on my blog to a short video from Great Big Story and chromesthetic artist Melissa McCracken as she shows us how she turns the songs she hears into paintings:

https://www.youtube.com/watch?v=zbh7tAnwLCY

While synesthesia is a neurological condition that seems to have a genetic component, it isn't technically a disorder or a disability, and it definitely isn't a disease. If anything, it seems to help some of the people who have it. There are reports of "synesthetes" having better memory and creativity than average, and for people with chromesthesia, the ability to see sound can make them more successful as musicians or artists. Leonard Bernstein famously wrote about his ability to see timbre as color and would often notice and correct changes in timbre without anyone else being able to tell the difference. Some historians suspect Isaac Newton may have also had chromesthesia, given that he devoted much of his life to exploring the relationship between musical notes and color.

The cause of synesthesia is still a mystery, but it runs in families and seems to develop in early childhood while the brain's learning how to process language and symbols. One theory is that extra neurological connections are formed between different senses and the parts of the brain that process them, which might explain why having it seems to have other benefits like boosting memory and problem-solving skills. Another is that the connections are the same, but the boundaries between those different parts of the brain are weaker. That could explain why some brain injuries, and even certain hallucinogens, can also cause it. But no one's sure if that's really the same kind of synesthesia, or if all the different kinds out there are related to each other. It's still a very mysterious topic.

Want to see a classical violin piece through the eyes of someone with chromesthesia? Check out my blog for a link to a YouTube 360° video of Kaitlyn Hova, a neuroscientist and musician with chromesthesia, who’s created a real-time VR simulation of how she sees music:

https://www.youtube.com/watch?v=obrBAysVef0

Most of us can't see music for ourselves, but that doesn't mean sound and color don't have a lot in common. Each one is a broad spectrum of wavelengths much larger than the part we can perceive, and both light and sound have certain wavelengths that are more comfortable than others. For light, we're most sensitive to a wavelength of 555 nanometers, which is bright green. The color our eyes are least sensitive to is blue, which is one reason why LED displays strain our eyes. On the other hand, blue light also helps us relax, so it's becoming a popular choice for street lamps.

Sound also has certain frequencies that our ears pick up better and that we find more relaxing than others. The human ear’s most sensitive to a frequency of 2,500 Hz, which sounds like a shrill, high-pitched smoke alarm – for good reason, since smoke alarms are supposed to wake us up and grab our attention. A sound frequency of 400 Hz, a soft steady hum, is the most relaxing.

These similarities come together in the "noise spectrum," a way of describing audio noise precisely the same way that we'd describe the color of light. White noise is made of every frequency mixed together, the same as white light. Blue noise and indigo noise have their peaks in the higher wavelengths just like blue and indigo light. Brown noise is a rumbling mix of lower frequencies and pink noise, perhaps the most soothing noise frequency for our ears, sounds like a waterfall. Just like the name suggests, its mixture of high and low frequencies is exactly the same as pink light.

If you’d like to hear some of these noise colors and decide which one you like best, there’s a link on my blog to a short Scientific American video that demonstrates each of them:

https://www.youtube.com/watch?v=moEgZYrazdc

Even if most of us won’t ever be able to recognize a song by its color, at least not without the help of a synesthete who can share their experience, light and sound still share a powerful connection within our brains. Both shape the way we see, hear, and experience the world around us, and they influence each other and our inner selves in ways we’re only beginning to understand.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

Podcast Marketing 2023: A Conversation with RedCircle Founder Mike Kadin - Part 2

Wed, 08 Mar 2023 06:00:00 -0400

“I remember the electricity of being and speaking in front of fifty thousand people or something like that which I’ve done in one of those rooms, and just seeing the little icons of everyone who’s there, and the numbers are amazing as well as, just, you know, hanging out with ten people and talking to your friends. I think those two experiences are extremely different from podcasting and also very compelling, but perhaps more of a sign of a moment that we were all going through, sort of being inside and having the desire to connect that I think, you know, has passed a little bit. Even if there’s longevity to the app, I think it's certainly not going to be taking over podcasting anytime soon.” -- Mike Kadin

This episode’s the second part of my interview with RedCircle's founder and CEO, Mike Kadin, as we talk about his tips for a successful podcast, how social media and podcasting can complement rather than compete with one another, and some of RedCircle's exciting upcoming projects.

As always, if you have questions for my guests, you’re welcome to reach out through the links in the show notes. And if you have questions for me, visit www.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. And if you’re getting some value from listening, feel free to spread that around and share it with a friend, along with leaving 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.

Creating Compelling Content

We start the second half off with a look at just which surprising podcast topic makes the most money in Mike’s experience, and he makes the distinction between the most overall and the most per download. “If you look at the podcasts that are making the most money per download,” Mike explains, “in other words, the most money for their audience size, those are actually just shows that monetize with listener payments where they collect a couple of bucks from their friends.” This simple approach can be very successful, Mike says, “if you can create compelling content that people are willing to pay for.”

The Resilience of Podcasting

The conversation shifts to streaming media, the prospect of real-time podcast purchases, and what a "cookie-less" world might be like from a privacy and podcasting perspective. We also talk about how much COVID-19 has changed the podcasting landscape, creating both a quick boom in new podcasts and an increase in listeners. “A lot of them churned out,” Mike says of the flurry of new shows, “a lot of them didn't stick with it... Now, I think we're in a new space.” He reflects on how podcasting has grown alongside streaming media and exceeded more traditional markets like real estate: “What's amazing to me is the resilience of this medium through all kinds of economic change”

Carve Out Your Niche

As our interview comes to a close, Mike gives us a sneak peek at some of the new features in the works at RedCircle and offers his advice as a technical guru on podcasting. “It's super important,” he explains, “to make sure that your title of your show is unique,” so that it’ll come up quickly in a search without any other shows getting in the way. He also recommends finding an under-served niche and sticking with it from the start rather than trying to find your voice as you podcast. “You need to be strategic,” he says when it comes to podcasting, “about which territory you're going to chase after.”

Episode Summary

Which genres and monetization approaches have seen the most success
How the pandemic helped create the podcasting boom and social audio
The strength of podcasting in the face of uncertainty and a shifting market
Mike’s practical advice on giving your podcast a successful start

Connect with the Guest

Website: https://redcircle.com/

Connect with Mike Kadin on LinkedIn: https://www.linkedin.com/in/michael-kadin-a341571b

Follow Mike Kadin on Twitter: https://twitter.com/mkadin/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Podcast Marketing 2023: A Conversation with RedCircle Founder Mike Kadin - Part 1

Wed, 01 Mar 2023 06:00:00 -0400

“A lot of folks start businesses and they just kind of look at what's hot right now, like, ‘we're going to start like a bitcoin’ or ‘we're going to start a mobile gaming company’ when that was popular, or whatever, and I think I can tell you from starting a business and growing it to twenty-six people, if you're not in love with the thing that you're doing it's going to be super-duper hard to get through it. Because there’s, you know, there’s certainly highs but there’s also tremendous lows, so if you’re not passionate about the thing, you’re going to struggle.” -- Mike Kadin

This episode’s guest is the founder and CEO of RedCircle, a platform that equips podcasters with strong tools to support their efforts to advance, make money, and gain attention. Through his experience building RedCircle's technology and growing its customer base, he’s had the unique experience of working with thousands of podcasters and advertisers, from the smallest marketers to the largest publishers in the space. He brings his technical background and expertise in the podcasting industry together to help move the audio advertising space forward for independent creators.

His name is Mike Kadin, and while this might sound a little meta (we’ve covered this subject before), I think it’ll be really useful and encouraging for you if you have a podcast of your own. And if you don’t yet have a podcast, maybe you should consider it. Come on in – the water’s nice!

You’ve Got to Build

We start things off with a look back at Mike's most enduring memory of sound, the music and sound effects from the video games he played as a child. "I don't remember what color my shoes were when I was seven," he recalls, "I don't remember the stories that we read in class, but this music is burned-in in a very special way." He tells us how a coding project in his spare time led to his career in podcasting and the rewards and challenges of working in such a fast-growing industry. "If you want to earn money, or whatever your goals on it, to achieve that you've got to build, and that takes time."

Where the Listening Happens

Mike tells us about the advantages of podcast advertising, the differences between host-read ads and announcer ads, and how each one has its own role to play in podcasting. "There's lots of reasons why you might not want to do [a] host read," he explains. "Host read's great, but all podcast advertising is great" Mike shares some surprising statistics about which kinds of podcasts are attracting most of the audience, and his perspective on how indie podcasters fit into it all. "Our view," he says, "is that these middle-class creators are deserving of being rewarded just as much as everyone else."

Growing Your Podcast

Next, we discuss the different features and services RedCircle offers to both podcasters and advertisers, and what sets his company apart from the competition. "Host read," he explains, "is really what makes us unique and different in the game" He also offers his advice for successful monetization and reminds us that there aren't any shortcuts when it comes to effectively building a podcast audience. "The first thing for growing your podcast," Mike says, "the most important, is that it needs to be good. People need to want to listen to it, and they need to want to come back and listen again."

The Value You’re Creating

“Tons of studies,” Mike notes as the first half of our interview comes to a close, “have shown that the primary vector for podcast growth is just word of mouth.” We talk about the most effective placement strategies for ads and he shares his positive experience with introducing listeners to both monetization and other alternatives for helping the show. “I think people get it,” he says. “I think they understand that you’re putting a lot of hard work and energy into the thing and you’re hoping to get some value back.” As he puts it, “it’s not out of line to ask for value back out of the value you're creating.”

Episode Summary

The unforgettable impression video game melodies made on Mike
Mike’s journey from part-time coding to full-time podcasting expert
How to best utilize host-read vs. announcer-read podcast ads
Building an audience and knowing when monetization’s worth the cost
Growing your podcast and working promotions into the flow

Tune in next week as Mike and I discuss whether podcasts might someday come with at-home purchases, his tips on how to help your new podcast stand out from the crowd, and what role social audio apps like Clubhouse and Twitter Spaces might end up playing in it all.

Connect with the Guest

Website: https://redcircle.com/

Connect with Mike Kadin on LinkedIn: https://www.linkedin.com/in/michael-kadin-a341571b

Follow Mike Kadin on Twitter: https://twitter.com/mkadin/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 Evolution Of The Audio Industry: A Conversation With Van Gunter - Part 2

Wed, 22 Feb 2023 06:00:00 -0400

“And I parked my car, I jumped out of the car, and this happy dog is springing around, and I laid down on the sidewalk because I know that they want submissive approaches. So I sat down and then I laid down, and then kind of did stuff so he’d come over and sniff me, and then I lightly grabbed the pup named Jazz, which was funny, and right as I was, like, laying on the sidewalk sprawled out, sprawled out like I’d just been hit in the head with a bat, this cop drives by. And he looks out and he sees me and he sees this dog, and he just keeps driving by. He didn’t even stop, didn’t say nothing, was like ‘not today, mm mm, not dealing with that weirdness.’” -- Van Gunter

This week’s the second half of my interview with voice artist, DJ, and sound engineer Van Gunter as we talk about some of Van’s spookier experiences with sound, the value of social media when it comes to building a brand, and why he always keeps emergency dog treats and leashes in his car.

Keeping Everything Moving

The second half of our interview starts with Van’s account of some of the spooky audio phenomena that the acoustics of his studio, a converted church, can create. “It creates a lot of silence and weird pockets of sounds. There’s so many times that I thought there were people here in the building, and it’s totally empty.” Van offers his voiceover advice as a sound engineer and how he works to ease anxieties and helps sessions go more smoothly. “It’s the respect and the simplicity of keeping communication,” he says, “but that's also teamwork... it’s just keeping everything moving and flowing.”

A Puppy Studio

“I am a firm believer,” Van says, “in the power of the puppies.” We talk about how he and his wife work with rescue dogs and some of his most memorable adventures when it comes to helping animals, and he shares their volunteer work has taught him about “speaking canine,” a skill that’s just as useful with humans as it is with dogs. "I love to speak canine because it does sweet things and we're a puppy studio," he explains. "Things melt away, anxiety melts, and people become whole again."

Teamwork With a Vengeance

As our interview comes to a close, Van tells us about his latest projects, including what he calls a dangerously catchy new jingle. “We need to remember this time right now,” he playfully warns us, “because in a few weeks when this hits the air, you're going to want to hit me with a bat.” We also talk about his work at the Sidewalk Film Festival, which he calls a "teamwork with a vengeance experience.” Van credits his wife and their sixteen years of marriage for keeping him sane and talks about the important role social media plays in this day and age when it comes to branding. “I think we all need to get a little bit more active, if you want to, on social media. I certainly need to.”

Episode Summary

How building acoustics can create unsettling audio effects and illusions
Van’s advice as an audio engineer when it comes to voiceover
How “speaking canine” can be a valuable skill for working with humans
Boutwell’s latest projects, including DIY Science Time’s new season

Connect with the Guest:

Website: https://boutwellstudios.com

Connect with Van Gunter on LinkedIn: https://www.linkedin.com/in/van-gunter-4bb4048/

Follow Van Gunter on Twitter: https://twitter.com/vansayword/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 Evolution Of The Audio Industry: A Conversation With Van Gunter – Part 1

Wed, 15 Feb 2023 06:00:00 -0400

“It was one of those like 'this is what I wanted, wow, this is Johnny Fever, this is radio, and then it, kind of honestly, it quickly declined after that, because of, you know, changes and Napster recording things, stealing things, and the DJ really, um, for the companies I worked with, lost their importance to the corporate creative team, which was a real disappointment. I mean, there’s nothing worse than getting into something that you love to do your creative part and then, like, ‘oh yeah, welcome aboard! We don’t do creative anymore.’” -- Van Gunter

My next guest has spent over twenty years as a voice actor, eight years as a radio DJ, and, for the last sixteen years, has been an audio engineer. He works with his best friends and is part owner of the studio where he began as an intern, Boutwell Studios. His name is Van Gunter.

We were introduced by Kelley Buttrick many years back when he attended his first FaffCon, and I've been trying to get him on this podcast for a long time, so I'm very excited that he was able to join me for this interview. His understanding of how things work both in front of and behind the glass is bound to make for some very interesting observations and golden nuggets. And, of course, sound has been a big part of his life for a long long time. I hope you enjoy this conversation as much as I did!

Being Johnny Fever

As the interview starts, Van tells us about his first memories of sound, from his parents sneaking into his room to check on him as a toddler to the terrifying first impression a birthday party made on him. “And it was the sound of all these kids screaming,” he says, “and like thirty balloons popping.” We talk about how WKRP in Cincinnati helped inspire his career in radio, and how school systems at the time didn’t have a good answer for future voice artists like him. “I didn’t have a clear direction of what to do with being a disrupter,” Van tells us. “I just knew that I was loud and talked and tried to be nice.”

Like a Rock Star

Next, we discuss his early career as a radio DJ and the ups and downs that the 21st century has brought to the industry. “When they say that ‘we’re not gonna do contracts this year,’” Van warns us, “[that] it ‘doesn’t matter,’ you’re next.” He recalls being a disc jockey for an alternative music station just before the switch to digital audio, and how, for a time, his dream of being WKRP’s Johnny Fever came true. “It was a brief amazing period of my life when I felt like I got treated like a rock star.”

Making You Move

Van tells us how the changing industry led him to Boutwell Studios and how his role quickly expanded from a DJ to a voiceover artist and audio engineer, a success he attributes to "a lot of anxiety and a lot of kindness from the people that I worked with." He shares his vocal warm-up routine and the important role hip-hop and jazz play. "It makes you move and it gets your blood flowing," he says, "and you're excited, and all of a sudden you're smiling and you can't remember why."

Because You’re Awesome

“Before I go into the booth,” Van says, “I always say I am about to kill it. I am about to kill it because I’m awesome.” He tells us the advice he gives younger voice talent on how to perform with confidence and how his audio analysis of the famous Yanny/Laurel audio meme from a few years back gave him fresh insight into how our perceptions of sound can influence the way we think about the world around us. “It was just such a weird phenomenon and I totally bought into it too,” he recalls, “I thought people were messing with me.... but it really did change the way that I do my VO life.”

Episode Summary

Van’s early memories of sound, from nursery footsteps to popping balloons
How Johnny Fever helped inspire Van to become a radio DJ
The changes digital and streaming audio have brought to the industry
Van’s vocal warm-up routine and the importance of keeping a positive attitude
The impact our assumptions about sound can have on our daily lives

Tune in next week as Van and I talk about the power of teamwork and comradery in the voice industry, as we take a look at some of Boutwell's latest projects, including for Birmingham's Sidewalk Film Festival and the TV show DIY Science Time, and how his superpower is speaking canine.

Connect with the Guest:

Website: https://boutwellstudios.com

Connect with Van Gunter on LinkedIn: https://www.linkedin.com/in/van-gunter-4bb4048/

Follow Van Gunter on Twitter: https://twitter.com/vansayword/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Healthy Frequencies: A Conversation with Alan R. Brunton - Part 2

Wed, 08 Feb 2023 06:00:00 -0400

“Think about the young college student, first year in college. Most people have to stay in the dormitory, and whenever they do, right next to their bed is their nightstand, which actually, probably, is a mini fridge. And so, as they're leaning up against their pillow with a nightlight on from their nightstand, there is a compressor and a motor that causes this hum and vibration which the body not only feels but hears. And so you're taken away from the optimized learning environment of the person who's trying to gather in more data because you have all this stuff going on around them.” -- Alan R. Brunton

This episode’s the second half of my interview with software developer, cymatics researcher, and Cymatrax CEO Alan R. Brunton, as we talk about how sound takes up a surprisingly large amount of our neural bandwidth, how our sonic environment can influence both our mental and physical health, and how cutting-edge audio treatments might revolutionize the field of medicine.

As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. And if you have questions for me, visit www.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. And if you’d consider it, I’d love to hear what you think of the podcast! You can leave a review (that I’d love to feature on future podcasts!), either in written or in voice format from the podcast’s main page.

Feeling the Difference

As the second half of our interview starts, Alan and I talk about how much mental real estate sound takes up without our realizing it, and he provides several practical examples of how this affects us in our everyday lives. “There is so much there,” he sums it up, “that is interfering with the cognition of the brain.” We talk about noise pollution and its effects on our health, and the benefits his clients have reported from his cymatic remastering of their audio files. As he quotes one client, a professional musician who specializes in sound therapy, “’I could feel this difference in twenty seconds.’”

The Human Potential

The topic shifts to some very cutting-edge studies on using sound to treat neurological disorders and even brain cancer. Alan tells us about the famous YouTube videos of cymatic sand vibrations and how they offer a metaphor for the unseen effects sound might have on a cellular level. “That is, in a way,” he says, “solidifying our understanding then of how the neurotransmitters could be formed also into a shape and be pushed forward to be able to move through the entire central nervous system much more efficiently.” As he puts it with his company’s motto, “we are here to raise the human potential.”

Letting People Evolve

“The CDC,” Alan says as our interview comes to a close, “is reporting that 85% of all disease is caused by stress.” He explains how stress weakens the immune system and how improving our soundscape, including eliminating white noise and boosting healing frequencies, could have dramatic benefits for both individuals and companies. “Over five billion people listen to digital audio every day,” he says, “I’m here to clean it up for them and let people evolve into their own potential.”

Episode Summary

How sound frequencies can both interfere with and boost our concentration
Recent studies on using the power of sound to treat illnesses
The hidden connection between sound waves, movement, and brain activity
How cymatic frequencies can lower stress and transform health care

Connect with the Guest:

Website: https://www.cymatrax.com/ (Anyone who creates a new account gets an entire week of processing new, healthier auditory files for free.)

Follow Alan Brunton on Facebook: https://www.facebook.com/cymatrax/

Connect with Alan Brunton on LinkedIn: https://www.linkedin.com/in/alan-brunton-5ba46715/

Follow Alan Brunton on Twitter: https://twitter.com/infoCymatrax/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Healthy Frequencies: A Conversation with Alan R. Brunton - Part 1

Wed, 01 Feb 2023 06:00:00 -0400

“And so many people don’t pay attention to the sound that they are exposing themselves to. And, like, whenever you go to, I want to say, a large restaurant, high action, high volume, and you have to yell at the person next to you, and you have to yell your order to the server. And then finally, whenever you walk outside of the restaurant, you're finished, grab hold of yourself, you feel better because all that noise is gone. But you're thinking ‘oh, I just came out of the restaurant, so the food must have been good. We must have had a good time.’” -- Alan R. Brunton

My next guest is the founder of Cymatrax Inc. He's been immersed in music for a long time and has owned and operated Allegro Data Systems, a company that archived magnetic tape recordings and remastered recordings for such clients as Southern Methodist University and Scripps Institute of Oceanography. His diverse background also includes producing a television program, being a restaurant consultant, and business administration. Now he studies epigenetics, consciousness, and quantum physics. He's focused on sound and the use of cymatics and has developed a software application to reduce stress in people's lives and raise the human potential. His name is Alan R. Brunton, and you won't want to miss all the twists and turns in this discussion.

Christmas Melodies

As the episode starts, Alan tells us about his earliest memory of sound and shares a heartwarming Christmas story with a surprise twist that ended up being thirty years in the making. We go on to talk about how his father's life as an inventor helped guide his own path. "I just decided," Alan says, "that I needed to challenge myself to look at and do the hardest thing that had to do with music." He credits his family's reputation for ingenuity and determination for inspiring him to find new ways of seeing the world and new uses for some of the things in our lives that we might take for granted. "That's the way I was raised," he explains, "into 'okay this is made for this, but how else can you use it?'"

Music of the Mind

Alan tells us about cymatics and the relationship between audio frequencies, neurochemistry, and the human mind. “We understand in epigenetics,” he says, “that every single cell has receptors, and those receptors are influenced by four environmental influences: chemical, heat, light, and sound.” He explains how reducing noise pollution and adjusting the audio frequencies of a given sound can have dramatic effects on the brain, and the research he’s done with the University of New England on audio treatments for PTSD and autism. “Their head of research,” he says, “is going to be helping us with so many more grant proposals and submissions so that we can actually do clinical trials.”

Everything Slows Down

“The brain is much more capable and competent,” Alan reminds us as the interview continues, “than what we give it credit for.” He explains how what we call white noise in digital audio is actually filled with random audio frequencies, and how, just like a computer, the brain can struggle with trying to handle too much data at once. “And that's exactly what is in digital audio,” he explains, “with all of these white noise characteristics. It slows everything down.” We can see this happening for ourselves, Alan says, when people try to listen to digital audio and quickly find themselves becoming distracted: “So many people listening lose their focus after fifteen to twenty minutes.”

Changing the World

As we wrap up the first half of our interview, Alan tells us about his website's service and how his software removes white noise and readjusts the audio frequency of an uploaded sound file to maximize its impact on the brain. We also talk about a study he's conducting with the University of Alabama that users can participate in through his website, and how he's working with businesses and schools to bring cymatics to a wider audience. "We're just here to change the world," he adds, "that's all."

Episode Summary

Alan’s story of a musical Christmas memory thirty years in the making
How his father’s inventions helped inspire him as an audio pioneer
What white noise means, and the effects noise pollution has on the brain
Cymatrax’s research into optimal audio frequencies for attentive listening
How Alan’s working with university researchers on cymatic therapy

Tune in next week as Alan and I talk about some of Cymatrax’s most memorable success stories, the science behind cymatics therapy, and what the future of audio healing might hold.

Connect with the Guest:

Website: https://www.cymatrax.com/ (Anyone who creates a new account gets an entire week of processing new, healthier auditory files for free.)

Follow Alan Brunton on Facebook: https://www.facebook.com/cymatrax/

Connect with Alan Brunton on LinkedIn: https://www.linkedin.com/in/alan-brunton-5ba46715/

Follow Alan Brunton on Twitter: https://twitter.com/infoCymatrax/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 the Clubhouse: Easy Options for Marketing with Digital Audio - Part 2

Wed, 25 Jan 2023 06:00:00 -0400

“Audio has this very interesting quality of embedding itself in your head. We all know about those earworms: 'oh gosh I can't stop singing this song.' Imagine you have a nice jingle, it's a way for the brand to get into the heads of folks, I'm not saying that's a good thing necessarily, but that's an indication of the power of audio, where it just goes in. Now, let's not forget all of us, all human beings, the first nine months of our lives we're in the dark and we're just listening." -- Ahmed Bouzid

This episode’s the second half of my discussion with Ahmed Bouzid and Jenn Dudley in The Power of Sound Club on Clubhouse about Easy Options for Marketing with Digital Audio, as we discuss sound’s psychological potential, the surprising audio spaces Ahmed and Jenn have helped their clients discover, and how artificial intelligence is changing the audio landscape in a variety of ways.

As always, if you have questions for my guests, you’re welcome to reach out through the links in the show notes. And if you have questions for me, visit www.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. And if you’d consider it, I’d love to hear what you think of the podcast! You can leave a review (that I’d love to feature on future podcasts!), either in written or in voice format from the podcast’s main page.

Listening Creatures

As the second half of the discussion starts, we talk about how sound sets the mood for visuals, and how some surprising movie trailer edits help demonstrate that. As Jenn describes it, it's "the idea that you can take a different track of music and put it under the same visuals and you can end up with a very different result.” Ahmed observes that our connection sound goes all the way back to before we were born, and that “we started as listening creatures more than seeing creatures.” “And I think that manifests itself,” he adds, “in many ways in our lives.” They both go on to describe how audio opens up new elements of SEO and algorithmic content and new channels of communication. “You can start with a podcast,” Jenn says, “and you can use that audio in other places, you can run a transcript, and then you have text and collect things from your audience. And there are easy ways of doing that."

Delivering the Message

Ahmed continues his list of top ten ways that audio is more engaging than video, and shares the story of one new audio strategy a client helped him discover. “Here's one that the customer dropped on me,” he says, “and that is an audiobook. We were talking and they were brainstorming with me an audiobook for their company." Jenn agrees with him and adds that “at the end of the day, I think anywhere that you’re sharing your message, almost always there’s an opportunity to either deliver that message in an audio format or in a companion piece so you’re giving your audience a different way to consume it.”

Getting the Most Value

“People tend to be really focused,” Jenn recounts from her own work with business clients, “and, again, they come to us to do a podcast, but they’ve started to branch out.” We take a look at how audio can strengthen written and visual marketing strategies, giving customers more opportunities for engagement. “It’s getting the most value out of the effort you’re putting into any of your marketing efforts,” Jenn explains. As the Clubhouse chat comes to a close, we also talk about how artificial intelligence has revolutionized audio’s ease of use, whether it’s automated translations, synthetic audio text on demand, or even summarizing written content. “Everybody’s become a commodity,” Ahmed says. “Audio is where folks can now innovate and differentiate themselves.”

Episode Summary

How audio influences our emotions and sets the mood for visual content
Digital audio’s potential to reshape SEO and user-generated content
Using digital audio to expand the reach of traditional marketing
How OpenAI, Google, and other services are transforming online audio

Connect with the Guests:

Dante32 Website: https://dante32.com

Witlingo Website: https://witlingo.com/digitalaudio/

Ahmed Bouzid’s The Elements of Voice First Style: A Practical Guide to Voice User Interface Design: https://www.amazon.com/Elements-Voice-First-Style-Practical/dp/1098119592

Connect with Ahmed Bouzid on LinkedIn: https://www.linkedin.com/in/ahmedbouzid

Follow Ahmed Bouzid on Twitter: https://twitter.com/didou/

Connect with Jenn Dudley on LinkedIn: https://www.linkedin.com/in/jenndudley

Follow Jenn Dudley on Twitter: https://twitter.com/JennADudley

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 the Clubhouse: Easy Options for Marketing with Digital Audio - Part 1

Wed, 18 Jan 2023 06:00:00 -0400

“But often, and this is fairly universal when I talk to people, whether they’re individuals or businesses, is, on one hand, anyone with an iPhone can pick up and start a podcast. There's a very low barrier to entry, which is fantastic. And, like most things when you get into it, it’s a little more complicated than you originally thought.” -- Jenn Dudley

For those of you that may not know, I host regular weekly Clubhouse rooms on Wednesdays at 2 PM Eastern Time. If you’re interested, you can check the schedule in my club, The Power of Sound, to see what’s coming up. We talk about all sorts of things related to sound, including voice overs, public speaking, podcasting, music, audio branding, voice AI, sound in social media, and of course, digital audio. This particular discussion (and everyone here knew that the room was being recorded so I do have permission), was called Easy Options for Marketing with Digital Audio, since we talk a lot about marketing and advertising through sound.

My fellow panelists in this episode are Ahmed Bouzid of Witlingo, who has been interviewed on this podcast before, and the highly knowledgeable Jenn Dudley of Dante32. We asked a lot of questions, including “what is digital audio” so we had our baseline understanding of what we meant, “why should I care about digital audio,” and “what actions can I take to begin engaging through digital audio?” They share ten specific facts about the rapid rise of digital audio along with ten specific things that we can do to incorporate it into our engagement mix. It’s a really interesting discussion, so settle back and listen in. I think you’ll learn a thing or two: I know I did!

As always, if you have questions for my guests, you’re welcome to reach out through the links in the show notes. And if you have questions for me, visit www.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. And if you’d consider it, I’d love to hear what you think of the podcast! You can leave a review (that I’d love to feature on future podcasts!), either in written or in voice format from the podcast’s main page.

Giving Them the Facts

As the Clubhouse chat begins, we talk about the definition of digital audio and its presence in every aspect of our modern lives, from podcasts and music apps to teleconferences and user interfaces. “Media in general is such a shift,” Jenn says. “You see the patterns kind of across the space with streaming versus cable and I think you see similar patterns in the audio world.” Ahmed shares ten facts about the rise of digital audio, and how valuable they are in explaining the importance of audio branding and strategies in the corporate world. “What do you need to do to convince your CMO or CEO to give you a budget?” he explains. “First, you need to give them facts.”

The Way We Live

The chat continues with a look at the growing numbers of online listeners, and just how widespread the audience has become over the past few years. "Seventy percent of the population have listened to online audio for the past month," Ahmed tells us. "It's on the rise and it's substantial." Jenn agrees and adds that "we're just starting to see all of the different use cases for how audio is really embedded in the way that we live and the way that we interact with the world around us."

Doing Things Mobile

The internet's come a long way since its early days, and Ahmed talks about how mobile technology has transformed the way we think about it and use it. "The shift that mobile brought," he says, "is you're able to do things in a lot more places than simply in your home, in the lab if you're at the university, or in the office. Those were the three places where you could do things that had to do with the internet, right? With mobile, you could do them anywhere." We talk about how smartphones let us take our work anywhere, and how efficient sound can be as an interface. "Since we human beings are greedy," he jokes, "we just want to be able to do things in as many situations as possible."

The Benefits of Audio

Sound also possesses an emotional component, a human element and authenticity that visuals alone still can’t match. “It just brings the humanity to life,” Ahmed notes, “when you hear someone talk.” We discuss his top ten list of things that makes audio more compelling than video, and Jenn adds that there are some important differences when it comes to audio branding versus other forms of marketing. “There’s a low barrier to entry,” she says, “but in order to maximize the benefits of audio, it’s really having to think about the message, and how you're delivering it a little bit differently.”

Episode Summary

What digital audio really means and how it fits into our everyday lives
Ahmed’s top ten facts about the rise of digital audio
How much digital audio’s audience has grown over the past year alone
The mobile age and its transformation of how we use online services
Ahmed’s list of ten things that make audio more compelling than video

Tune in next week as we talk about earworms and audio jingles, the emerging potential of AI when it comes to sound, and how sound can connect us with our most essential selves.

Connect with the Guests:

Dante32 Website: https://dante32.com

Witlingo Website: https://witlingo.com/digitalaudio/

Ahmed Bouzid’s The Elements of Voice First Style: A Practical Guide to Voice User Interface Design: https://www.amazon.com/Elements-Voice-First-Style-Practical/dp/1098119592

Connect with Ahmed Bouzid on LinkedIn: https://www.linkedin.com/in/ahmedbouzid

Follow Ahmed Bouzid on Twitter: https://twitter.com/didou/

Connect with Jenn Dudley on LinkedIn: https://www.linkedin.com/in/jenndudley

Follow Jenn Dudley on Twitter: https://twitter.com/JennADudley

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Sonic Branding Evolved: A Conversation with Uli Reese - Part 2

Wed, 11 Jan 2023 06:00:00 -0400

“We always start at the same place, you know, we do not throw color against the wall. Meaning it's a non-execution-driven process. Execution-driven is 'let's get the ten best music companies in the world and then each produces a sonic logo, and then we'll pick one and then implement that globally, and then we're done, check.' And that is completely, that's the old world. The new world is 'let's do some homework, let's understand what we want." -- Uli Reese

This episode’s the second part of my interview with author, composer, and audio branding expert Uli Reese as we discuss Amp’s process for developing a sound strategy, where Uli sees audio going and not going in the future, and the industry race to catch up in the field of sonic branding.

For Decades to Come

As the second half of our interview starts, Uli explains Amp’s strategy for developing a sonic identity, starting with making sure that the company’s own executives have a concrete grasp of their brand. “If we fail here,” he tells us, “how can we possibly develop something that's going to be valid for decades to come?” We discuss how Mercedes-Benz shook up the IAA car show in Munich with a DNA-based sonic strategy, and how they're thinking long-term when it comes to audio branding. “They’re exchanging everything with DNA-based music that is owned by the brand,” Uli says. “They said ‘we need to outright own this identity. Think, we’re 136 years old – think about the next 136 years.’”

Sound by Design

“What I think is highly interesting,” Uli says, “is there are so many brands where one of their main equity points of the brand is the sound.” Our interview continues with a look at brands whose sounds are such a part of their image that we take them for granted, such as automobile engines – and how electric cars have forced automakers to create artificial engine sounds to preserve their branding. “They're completely artificial,” he explains. “That sound has nothing to do with the electric motor at the wheel. Let's be real, yes, it's fake. It's being designed." When it comes to keeping up with a quickly changing world, Uli’s advice is to “be consistent. Have something that you can derive things from. Also, do not design anything for an iPhone, because it will go away, I guarantee it.”

Building a Solid Future

As our interview comes to a close, Uli reflects on the rapid growth of sonic branding and how much the world’s changed in just over a decade. “Sonic grew so fast,” he says, “in the last three, four, five years, and became so dominant so quickly, that many brands feel flat-footed. They feel like we’re too late to the party, we should have dealt with this five years ago, but we did not.” As he explains, “sonic is in the top five major brands for issues right now. That would have been impossible ten years ago.” We talk about the future of audio, and how it’s easier to say what won’t change than what will, and what it’ll take to build that future. “We need innovation in terms of sonic,” Uli adds. “I don't care if it's called sonic branding, audio branding, or whatever, but where we are will not get us to a solid future.”

Episode Summary

Mercedes-Benz’s new DNA-based sonic branding strategy
How evolving technology is forcing companies to rethink and rework audio
What changes and what remains constant when it comes to sonic strategies
How companies are working to catch up in the field of audio branding

Connect with the Guest:

Website: https://www.ampsoundbranding.com/

Best Audio Brands: https://www.ampsoundbranding.com/best-audio-brands

101 Great Minds: https://www.ampsoundbranding.com/101-great-minds-home

Mastercard Case Study: https://www.ampsoundbranding.com/ourwork/the-sound-of-mastercard

Other Amp Case Studies: https://www.ampsoundbranding.com/ourwork/

Follow Uli Reese on Facebook: https://www.facebook.com/uli.reese.5

Connect with Uli Reese on LinkedIn: https://www.linkedin.com/in/uli-reese/

Follow Uli Reese on Twitter: https://twitter.com/ulireese

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Sonic Branding Evolved: A Conversation with Uli Reese - Part 1

Wed, 04 Jan 2023 06:00:00 -0400

“And what's interesting is the agency usually comes back and says 'this is amazing, how did you... this sounds, like, better than our music productions! This is, like, so authentic! This has grip! This seems like the Beatles in the garage!' And I said 'that's what every agency guy wants.' They want to find the Beatles in the garage, or Coldplay, or U2, or whatever, and be able to say 'I was the first one who heard this.'" -- Uli Reese

This week’s guest left his hometown of Stuttgart to attend university in Los Angeles and begin his career as an orchestra conductor, composer, and orchestrator in Hollywood, working on shows like Paramount’s Star Trek: The Next Generation and Disney’s DuckTales. He's an author, scholar, and co-owner of sonic-branding consultancy Amp, a five-time Cannes Lions speaker, and he's considered one of the main thought-leaders in the audio branding industry. From a Lion to an Emmy, he's won almost every industry award possible for his work, and over the last decade, Uli's book series 101 Great Minds on Music, Brands and Behavior added a significant contribution to the education and understanding of sonic branding on both the agency and brand side.

Through over two hundred conversations with the most influential leaders in marketing, his mission is to change the conversation we’re having about sonic branding. His name is Uli Reese, and I have no doubt this conversation will be as fascinating as it is enlightening. So buckle up!

A Creator Economy

We start off the interview by talking about Uli's thirteenth appearance at the prestigious Cannes Lions festival and his firsthand perspective on just how much it's changed over the years. "Thirty years ago," he recalls, "it was guys getting together saying I spent five million on this commercial or I got the Beatles and it was kind of an inside club. And now it's like the creator economy." We discuss the role that a stubborn piano teacher played in helping to shape his childhood love of sound and take a closer look at this century's democratization of content creation all over the world. "If you have content that people want to see," he says, "and you're in the Amazon, you scale. You call the shots."

Two Seconds to Understand

“I knew I wanted to write for film," Uli tells us as we recount his early career, "so I did my school, finished that, and I knew I wanted to go to the U.S. because this was where things were made." He talks about how music school in America turned out to be not at all what he'd hoped until a professor's recommendation helped him find his true calling at the Dick Grove School of Music. He tells us about his work as a composer on Star Trek: The Next Generation, and the lessons it taught him about audio branding and creating an immediate audience reaction. "You need," he says, "within two seconds to understand 'oh, Star Trek: The Next Generation is on,' or The Simpsons, or Star Wars."

Owning the Body

Our talk about the future of audio branding continues as he compares Mastercard's groundbreaking new Sonic Space to other pop-cultural brands we might not normally consider. “It’s like Billy Eilish writing a Bond song,” he explains, “Adele writing a Bond song, it’s based on the sonic DNA of Bond. And we do basically that but going into 35 different consumer touchpoints.” We talk about the branding perils of stock and license music, and the advantages of a more holistic approach to sound. “Most music that’s used by brands is not owned,” Uli says. “They might own the T-shirt, but they don’t own the body that’s wearing the T-shirt.... and when you don’t own your stuff, it’s difficult.”

The Entire Experience

“The reality,” Uli says as the first half of our interview comes to a close, “is that there has been no evolution in sonic branding in thirty years.” He notes the prominence of the Intel sonic logo even today as proof and points out the need for a more sophisticated strategy to keep up with the changing times. “In visual branding,” he notes, “you don’t just have a business card, you have an entire experience.” We talk about the prospect of brands becoming a platform for artists and how his work on Mastercard is helping to pave the way. “I want it to be an honor for an artist to write a Mastercard song.”

Episode Summary

How the Cannes Lions festival has come to reflect a changing world
Uli’s early memories of sound and childhood rebellion against musical authority
How media franchises like Star Trek and James Bond pioneered sonic branding
The advantages and limitations of license-free music versus in-house audio
Evolving the field of sonic branding to catch up with 21st-century visual brands

Tune in next week as Uli and I talk about how Mercedes-Benz has been revolutionizing its approach to sonic branding, how the past ten years have changed the face of sound marketing and made audio branding more relevant than ever before, and just why Uli's superpower is Aquaman.

Connect with the Guest:

Website: https://www.ampsoundbranding.com/

Best Audio Brands: https://www.ampsoundbranding.com/best-audio-brands

101 Great Minds: https://www.ampsoundbranding.com/101-great-minds-home

Mastercard Case Study: https://www.ampsoundbranding.com/ourwork/the-sound-of-mastercard

Other Amp Case Studies: https://www.ampsoundbranding.com/ourwork/

Follow Uli Reese on Facebook: https://www.facebook.com/uli.reese.5

Connect with Uli Reese on LinkedIn: https://www.linkedin.com/in/uli-reese/

Follow Uli Reese on Twitter: https://twitter.com/ulireese

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Creating Your Sound: A Conversation with Drop Music Branding - Part 2

Wed, 28 Dec 2022 06:00:00 -0400

“But we did a rebranding of brands that already came from a place where they actually have worked, so we work in evolutions, in rebrandings, not just like a brand from the start. So what we try to do is keep the things that are really distinctive if they’ve already made audio branding, but evolve the last bit and try to improve it. The idea is not to destroy what’s already built, the idea is to keep building up.” -- Gabriel Agüero

This episode’s the second part of my interview with Gabriel Agüero, Dalmiro Lacaze, and Mauro Gonzalez of Drop Music Branding as we talk about synthetic music, noise pollution, and the future of audio in a world where machine learning can do a surprising amount of the work for us.

Keep Building Up

As the second half of our interview begins, we talk about the challenge of consistently and effectively rebranding, whether it’s an update to one of Drop Music’s own sonic logos or a reimagining of an audio brand designed elsewhere. “So what we try to do,” Gabriel explains, “is keep the things that are really distinctive if they’ve already made audio branding but evolve the last bit and try to improve it.” As he puts it, “the idea is not to destroy what’s already built, the idea is to keep building up.”

Bringing Sound to Life

The topic turns to synth music and machine composition, and the differences between human and synthetic musical styles. Drop Music incorporates them both into its services, as Dalmiro explains: "Sometimes we're playing on the synth, sometimes we're playing on the MIDI controller, and sometimes we're playing actual instruments" They go on to tell us how music with real instruments and human performers can convey a sense of spontaneity that digital perfection has yet to match. "In some ways," Mauro explains the subtle differences, and different uses, between an organic performance and a synth track, "you bring life to something that's lifeless – unless you want it to be lifeless."

You Can’t Be Against It

We conclude the interview with a deeper look at synth music, machine learning, and what they mean for the future of audio, and how that future's already becoming a part of Drop Music Branding's toolset. "At the end of the day," Dalmiro says, "it's going take lots of jobs. Like the DALL-E 2 thing, it's unbelievable for making mock-ups," "You need to try to learn how to use it as a tool," he concludes, and Gabriel agrees. "You can't be against it," he notes, "because there's no competition at all."

Episode Summary

Working with existing audio brands to revamp their sonic identity
How computers and AI software are becoming the new musical instruments
The dangers of noise pollution and benefits of sound-based healing
What the rise of synth music means for the future of the audio industry

Connect with the Guests:

Website: https://dropmusicbranding.com

Follow Drop Music Branding on Facebook: https://www.facebook.com/dropmusicbranding/

Connect with Drop Music Branding on LinkedIn: https://www.linkedin.com/company/dropmusicbranding/

Follow Drop Music Branding on Twitter: https://twitter.com/dropmusicbrand/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Creating Your Sound: A Conversation with Drop Music Branding - Part 1

Wed, 21 Dec 2022 06:00:00 -0400

“I think that we are in a wonderful time to do audio branding because this situation where we need to educate people is a very good situation, right, because it’s something that is happening that we need to be strategic about it, and not so many brands are doing it. Right, so I think it’s a great place to be.” -- Gabriel Agüero

This episode’s guests have known each other their whole lives. Two of them were classmates in elementary school in their hometown of Patagonia, and they met the third when they moved to Buenos Aires to go to music college. Since then, they've been classmates, bandmates, roommates, and eventually partners in Drop Music Branding. They are Gabriel Agüero, Dalmiro Lacaze, and Mauro Gonzalez, and their nicknames, which you’ll be hearing quite a bit, are Gabo, Dal, and Mow.

In 2009, Dal moved to Boston to study Performance at Berklee, Gabo worked at Argentina's main TV station, and Mow worked at Disney. When Dal returned from Boston, the three of them began creating audio identities for brands across four continents, and they’ve been doing that for more than a decade now. In this two-part interview, the three of them will be offering their perspectives on innovations within the audio branding industry and where they think things are heading into the future!

As always, if you have questions for my guests, you’re welcome to reach out through the links in the show notes. And if you have questions for me, visit www.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. And if you’d consider it, I’d love to hear what you think of the podcast! You can leave a review (that I’d love to feature on future podcasts!), either in written or in voice format from the podcast’s main page.

Impressions of Sound

As the episode starts, each guest talks about his earliest memories of sound. Gabriel tells us how his older brother learned to play the guitar and enlisted him, at the age of ten, as his drummer. “From that point,” Gabriel recalls, “I understood that my calling in life was to do music and make a living out of it.” Dalmiro talks about his mother’s mix tapes and cassette books and how they inspired him to record his own music as a child while Mauro recalls the various impressions that sound and words made upon him when he was young, and how understanding their hidden connections motivated him.

Escaping the Comfort Zone

The trio goes on to tell us how, after moving to Buenos Aires, they went from musical careers to a focus on audio branding, starting with their new jobs at Argentina's largest television station. "The funny thing,” Mauro says as he remembers that first foray into sonic branding, “is that we didn't have, like, tools and BSTs and instruments.” Given just a Windows computer and a single week, they rose to the occasion and learned an important lesson that’s guided their company since. “It's not an opportunity if you know how to do it,” Gabriel explains. “It needs to take you out of your comfort zone.”

Sonic vs Audio

The Drop Music team goes on to tell us about their next project for a satellite operator whose service extends throughout South America, and how a Gary Vee article opened their eyes to both the potential of audio branding and to how much they'd already learned about the process. "We were really lucky to start working alongside images," Dalmiro says, “that was like the bridge.” We discuss the subtle differences between sonic and audio branding and where each term’s most likely to be heard, and how they help educate clients who might not be familiar with either one make sense of all the jargon.

Everybody’s Doing It

As the first half of our interview comes to a close, we talk about audio branding strategies and how every company creates a sonic impression, whether it's carefully planned or left to chance. Gabriel remarks that, with the opportunities that sonic branding creates in a market that doesn't always take full advantage of it, and how Drop Music Branding recognizes a job well done when it comes to branding and sonic strategies. "You know you've done it right when,” Gabriel explains, “you see the client using it and really implementing it well – that's when you know you did it right.”

Episode Summary

Drop Music Branding’s early musical influences and memories
Their first trial-by-fire audio branding project as students in Buenos Aires
How opportunity’s usually found outside of our comfort zones
Drop Music Branding’s early transition from music to audio branding
How sonic impressions are created even when we aren’t thinking about them

Tune in next week as the Drop Music team and I discuss the differences between human and “synth” music, the hidden dangers of audio pollution, and the benefits of sound-based healing.

Connect with the Guests:

Website: https://dropmusicbranding.com

Follow Drop Music Branding on Facebook: https://www.facebook.com/dropmusicbranding/

Connect with Drop Music Branding on LinkedIn: https://www.linkedin.com/company/dropmusicbranding/

Follow Drop Music Branding on Twitter: https://twitter.com/dropmusicbrand/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Making Sound Work: A Conversation with G. Wright - Part 2

Wed, 14 Dec 2022 06:00:00 -0400

“We really believe that everybody out there has an X-factor to them. Everybody has something that’s unique, that stands out, and now is the time, like, one of our mottos is ‘you have a voice and it deserves to be heard.’ And you’re a storyteller and it’s time for people to share their stories, to feel really good about what they’re doing. To make more money, of course, because it’s a business, but to really enjoy life. And we’ve gotta stop following trends, we’ve gotta stop worrying about what everyone thinks, this idea of what this company is or something. If you find your passion, your ‘why,’ right, you just do it and it resonates.”-- G. Wright

This episode's the second half of my interview with producer, sound engineer, and rock star media trainer G. Wright as we talk about the differences between introverts and extroverts, the importance of knowing your worth, and how streaming sound fatigue has led to what G calls "Zoom ear."

That Rock Star Mode

As our interview continues, G and I talk about introverts and extroverts, and how we all have different ways of building up our energy each day. “We each need different ways to recharge,” he says. “We each need to find ways to get into our inner Zen, into that pre-show, into that rock star mode.” We go on to discuss how devaluing ourselves as creators and setting too low a price point can undermine our efforts and, ironically, lead to fewer sales. “If you’re offering things for free or very cheap,” G tells us, “Their attention span isn’t there, they’re not as committed.” There’s real value in art and creative work, even if it seems intangible: as he puts it, “people will pay to see the Rolling Stones or any of those bands that have been around for a while because there’s value associated with them.”

The New Business Card

We continue to talk about creative entrepreneurs and the importance of properly valuing the service that they provide. "If the car needs to be fixed,” G explains, “I take it to the mechanic, I don’t take it around to five different mechanics and find one who says ‘I'll do it for free.’” As he says, “hire professionals who do this every day and you get more out of it than putting a dollar amount on it.” The topic shifts to podcast marketing, and how, as he puts it, podcasts are becoming the new business card. “When you’re going on a podcast,” he says, “this is the best way for people to get to know you.”

Connecting One-on-One

“I think with all the technology we have," G says as we talk about podcasting and social audio, "it really is going to come down to people connecting one-on-one with people through sound." As the episode wraps up, we talk about "Zoom ear" and how streaming apps have left people accustomed to a subpar, even unhealthy, sound quality. "There are frequencies that are going into the ears," he says, "that are not good frequencies." It all comes down to the importance of sound, and G notes that this is a lesson he regularly finds himself teaching his clients. "People were spending so much money on cameras and lights and how they look on camera," he notes, "and I was like 'the sound is just as important, not just how you sound to the audience but protecting your own ears.'"

Episode Summary

The different strategies introverts and extroverts can use to recharge
How underpricing content as a creator can impact the creative industry
Podcasting’s growing value as a personal connection with your audience
Overcoming “Zoom ear” and presenting your X-factor through sound

Connect with the Guest

Website: https://www.allthingsrelaxstudios.com/

Follow G. Wright on Facebook: https://www.facebook.com/AllThingsRelaxStudios/

Connect with G. Wright on LinkedIn: https://www.linkedin.com/in/gregorygwright/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Making Sound Work: A Conversation with G. Wright - Part 1

Wed, 07 Dec 2022 06:00:00 -0400

“And I’m mixing for a hundred thousand people and I’m like ‘this is the biggest show I’ve ever mixed,’ and I went to the systems tech and I said ‘look, I’ve done arenas, I’m comfortable with arenas, but this is really intimidating.’ And he said ‘don’t worry about it, we have the system time-aligned. If it sounds great in front of house where you are, it’s gonna sound great everywhere.’ And once I realized that the science behind it is really what’s making this sound work for us nowadays, I could really just mix and enjoy the show. And everybody had a great time, and then mixing arenas was easy after that.” -- G. Wright

This episode’s guest is a producer and media trainer at All Things Relax Studios. He shows coaches, creative entrepreneurs, and authors how to create a crystal-clear message and connect with their audience in the “Rock Star VIP Media Training” program. He’s worked with many well-known artists and bands, including Aretha Franklin, the Jonas Brothers, and Cold Play, as a tour manager and sound engineer for over twenty-five years. He’s learned throughout his career what makes or breaks a great interview and can help you channel your inner rock star.

His name is Gregory Wright – aka "G" – and we'll be talking about making deeper connections through communications, getting to know your own voice as an instrument, and how sound works in different environments. I'm particularly excited to share his stories: his time as a radio DJ, his experiences as a sound engineer on the road working with some pretty famous musicians and musical tours, and also hearing about where he thinks the medium of sound is headed.

Who Knows You

We start things off with G's earliest memories of sound and how, at the age of five, he already knew he wanted to be a DJ. He fulfilled that dream at the age of sixteen, becoming one of the youngest licensed DJs in the country. “Sound has always been part of my life,” he explains, “and it really helped shape me as a sound engineer.” We also talk about some of how he made the transition from DJ to touring with bands and some of the famous musicians he’s worked with, from Aretha Franklin to Dolly Parton. “That's the thing about the music business, the entertainment business,” he says, recalling a surprise phone call from the Queen of Soul herself, “you never know who knows you.”

Speaking with Confidence

The interview continues as G tells us about some of the most challenging venues for a sound engineer, from small and cozy clubs to massive stadiums. “Arenas are the toughest to mix,” he recalls, “because it’s just a big concrete room – but that’s where you rely on the science.” We talk about how he helped found All Things Relax Studios and the “Rock Star” training program, and how much effort it can take behind the scenes to sound natural. “We show authors and coaches and creative entrepreneurs how to speak with confidence and clarity,” he says, “how to have a crystal-clear method.”

Just Keep Going

“Think of your concert you've been to,” G says, “and the lead singer forgets the words, and he puts the mic out. ‘You sing!’” As he explains, confidence is less about never making mistakes and more about thinking on your feet to overcome them. “They fix it and move on,” he explains, “and that’s where speaking with confidence comes in.” We talk about how the lessons learned from musicians can be applied to public speaking and everyday life, and how the most important thing, whether you’re playing a concert, delivering a speech, or running a podcast, is to always keep going. “As long as you don't stop the show,” he emphasizes. “You never stop the show. You just keep going.”

The Inner Rock Star

We close the first half of our interview with G’s advice on keeping cool and confident and being your authentic self when faced with a potentially massive audience. "You just focus on connecting with that one person,” he suggests, “sharing a story with that one person, and that takes away a lot of the fear.” He reminds us to keep in mind that we’re there for a reason, that our audience wants to hear what we have to say, and to lean into that fact. “There's a swagger that they have on stage,” G says, recalling the famous artists he’s worked with, “the inner rock star. That takes skill and it takes practice.”

Episode Summary

G’s childhood dreams and early success as a radio DJ
How his first touring gig with Dolly Parton changed his career
The effort and hidden techniques behind a natural-sounding performance
How to overcome mistakes and make a rock star impression
Tips for being authentic and naturally connecting with your audience

Connect with the Guest

Website: https://www.allthingsrelaxstudios.com/

Follow G. Wright on Facebook: https://www.facebook.com/AllThingsRelaxStudios/

Connect with G. Wright on LinkedIn: https://www.linkedin.com/in/gregorygwright/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

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Editing/Production by Humberto Franco - https://humbertofranco.com/

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

An Assault on the Ears: The Future of Audio Warfare

Wed, 30 Nov 2022 06:00:00 -0400

This is the third episode of a three-part series about sonic tactics, and it's been quite a journey. So far, I've talked about how animals use sound in the wild, from spiders doing wasp impressions to sperm whales whose calls can be deadly at close range, and how people in the past have learned to harness the power of sound on the battlefield, such as chasing off war elephants with the help of squealing pigs. We'll be taking a look in this episode at audio conflict as it exists today, and just what the future might hold when it comes to sound's growing potential for both good and harm.

One of the oldest and simplest uses of sound in modern combat is one that might seem familiar to exasperated parents: playing music too loud. When used on prisoners in captivity, such treatment can amount to torture, and it's been recognized as such by the United Nations. Loud music has also been used as a police tactic for dispersing crowds, where it's had more mixed results: protesters have proven just as likely to start singing along with "Baby Shark" or Frozen's "Let It Go" as they are to run away. There can also be a cultural element to such tactical music: South Korea spent more than two years blasting K-pop songs along the border, a move that outraged North Korea so much it threatened to launch missiles at the speakers. The music only stopped in 2018 ahead of a peace summit.

Audio technology is constantly changing, though, and now it can be used to hone in on more precise targets than ever before. In 2005 Howard Stapleton patented the Mosquito machine, a crowd control device that's aimed specifically at teenagers. As adults, we gradually lose our hearing thanks to the everyday wear and tear on our auditory nerves, and the first things to go are the higher frequencies. That means there are sounds children and teenagers can hear that, for the most part, adults can't detect. The Mosquito uses one of those sound frequencies – 17.4 kHz, to be exact – at 108 decibels, the same volume as a rock concert, to drive teenagers away from storefronts and public places.

But, much like those crowds singing along to the music they’re supposed to hate, the Mosquito frequency’s turned out to be just as useful to the teens it’s meant to chase off. Smartphone apps have been developed since then that use the same sound as a kind of secret ringtone, so students can use their phones in class without their teachers hearing them. Want to test your ears and find out if you have the hearing of an eighteen-year-old? Check out my blog for a link to the Mosquito tone, but be sure to use a pair of high-quality headphones. Some speakers can’t even play back such a high frequency:

https://www.youtube.com/watch?v=IrewnzQYrPI

As digital sound's become more and more important in our lives, our ability to direct and use it with laser-like precision has also grown. One of the most widespread and contentious uses of sound in the twenty-first century is the sound cannon or LRAD (el-rad) system, short for "long-range acoustical device." It uses interference waves to create narrow beams of focused sound that can travel up to five kilometers and was originally meant as a substitute for radio contact between sea vessels in an emergency. LRADs can relay public broadcasts, or, by switching on the siren and setting the volume to maximum, disperse crowds or subdue targets. It's been used around the world for everything from evacuation notices to scaring off animals to repelling pirate attacks on the high seas.

Over the past few years, the LRAD's potential as a sonic weapon against peaceful protesters has generated controversy, and questions have been raised about whether the sound beam – which, at up to 160 decibels on military-grade models, can be louder than a jet engine – might cause permanent hearing loss. Its merits as both an audio communication and dispersal tool are likely to be debated for years to come, and, as aging public address systems around the world are updated to modern LRAD systems, it's bound to become an increasingly familiar aspect of our everyday lives.

There’s a link on my blog to the LRAD’s distinctive siren. Whether it’s used as a repellent or just a warning, I think you’ll agree it’s not something you’d want to listen to for long:

https://www.youtube.com/watch?v=YGKBoHjLdYw

Even if the LRAD can be used as a sound cannon, it does have a multitude of peaceful, constructive uses as well. So what about true sonic weapons, devices that are specifically designed to use sound to cause harm? Although a CIA report earlier this year concluded that “Havana syndrome,” the mysterious hearing-related illness that’s afflicted dozens of embassy workers all over the world, doesn’t seem to be related to a sonic device, its cause remains unknown. The audio technology to turn sound into a weapon does seem to exist. I’ve talked before about how directed audio is already being used to help create personalized customer sound experiences in public places, and how both ultrasound and infrasound exposure can lead to debilitating symptoms at a high enough volume.

It doesn't take much imagination to combine those two ideas, but the research on using sound in such a deliberately harmful way is limited because such a study would be medically unethical. We know ultrasound is bad for mice but finding out exactly how bad it'd be for people isn't something most doctors are willing to find out. And while that doesn't necessarily mean there are no dedicated sound weapons out there, it does mean that most of the latest breakthroughs in sound are coming from the audio technology industry and involve sound making our lives better. At least, for now.

Technology has revolutionized the way we use sound and made it a bigger part of our lives than ever before, from smartphones and Zoom conferences to social audio apps and synthetic soundscapes. Just as the power of sound can bring us together and promote a sense of well-being, it can also turn us against each other and cause irreparable harm. As we continue to move forward, it’s up to us to recognize the full potential of sound and to decide which role it’ll play in our world.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

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Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

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Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

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This podcast uses the following third-party services for analysis:

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Scary Pigs and Phantom Planes: Audio Warfare Through the Ages

Wed, 23 Nov 2022 06:00:00 -0400

During my last episode about sonic tactics, I talked about the different audio strategies that animals have developed for hunting prey and escaping predators, whether they're orcas using tail slaps to stun schools of fish or moths evading a bat's sonar with their clicks. As it turns out, some of those strategies are surprisingly similar to the sound tactics we've been using on the battlefield for centuries. This week I'll be delving deeper into how those same sonic strategies have played an important role throughout the history of war, from ancient Roman war pigs to inflatable army tanks.

Since animals already rely so much on sound to survive, it may be no surprise that one of the first uses of sound as a battle plan was to try and scare off the other side’s animals. Perhaps the most fearsome mount ever faced in antiquity was the war elephant: they were the tanks of the ancient world, massive and nearly unstoppable during a charge. But elephants are skittish, and it didn’t take long for their enemies to stumble upon a sound that would send even the bravest pachyderm running: the squeal of a pig. “War pigs,” as they came to be called, were sent stampeding among the approaching war elephants to make them panic and trample their own riders. To counter this gambit, elephant trainers began to raise pigs alongside their war elephants so they’d grow accustomed to the sound.

The idea of using sound to evoke fear among the enemy isn't limited to animals. One of the most distinctive sounds on the battlefields of ancient Japan is the kabura-ya (kah-burr-ah-yah) arrow, which literally translates as "turnip arrow." They're often called whistling arrows because, thanks to their hollow, turnip-shaped heads, that's just what they did. The sound of a kabura-ya flying through the air was believed to dispel evil influences, and they were used as signals to announce each army's arrival on a battlefield. While their use by samurai started to fade after the twelfth century, such arrows were also used by bandits to signal their approach all the way through the twentieth century.

Want to hear what one sounds like? There’s a video link on my blog so you can listen and imagine that ghostly whistle just before a battle, or while walking alone in a forest:

https://www.youtube.com/watch?v=maMnRvJVih8

While the sound of a kabura-ya arrow relayed honest, if unsettling, information about an approaching army or nearby bandits, wartime audio strategies often involved using sound to confuse the listeners. Just as some animals use sonic camouflage to disguise themselves, ancient armies learned to use sound to conceal their numbers and deceive their enemies. One of the oldest and most famous accounts of audio misdirection is the Biblical story of Gideon, who, around three thousand years ago, used horns, torches, and a scattered group of three hundred soldiers under the cover of darkness to trick an enemy camp into thinking they were under attack by a massive army and retreating.

That’s a strategy we’re still using today, even as we’ve replaced horns and torches with speakers and spotlights. During World War II, a top-secret group of American soldiers officially known as the 23rd Headquarters Special Troops arrived in Europe. They were nicknamed the “Ghost Army,” and their ranks included artists, architects, actors, and other creative professionals who could think on their feet. Their goal was to trick the German army into thinking their thousand-man unit was, in fact, an army of more than 30,000 soldiers, and draw their attention away from the Allies’ actual targets.

The Ghost Army did this by using inflatable prop tanks, trucks, and airplanes, by faking radio messages for the Germans to intercept, and through the use of sound in ways that never would've been possible before the twentieth century. They drove sound trucks equipped with massive amplifiers that could play and mix separate sound effect recordings to give any impression they liked, from marching troops to rumbling convoys. Anyone within fifteen miles could hear them, and they would assume they were hearing thousands of soldiers, not a handful of men with a loudspeaker. The Ghost Army's existence remained a secret until 1996, and just this past February its members were awarded the Congressional Gold Medal for their "unique and highly distinguished service."

If you’d like to see more, including a firsthand look at the Ghost Army’s sound trucks and inflatable tanks, check out my blog for a link to a short video by CNN’s Great Big Story:

https://www.youtube.com/watch?v=5A5UgFAi6p0

Sonic deception has proven vital when it comes to conflict, whether it’s animals surviving in the wild or human beings using sound tactics to turn the tide of a battle. And as audio technology becomes more and more sophisticated, its importance is only growing. In the third and last episode about acoustic stratagems, we'll take a look at the future of warfare, from sound cannons to directed audio, and whether Havana syndrome might mark the start of a new age of sonic weaponry.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

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Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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/

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This podcast uses the following third-party services for analysis:

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Tooth, Claw, and Clamor: How Animals Use the Power of Sound to Survive

Wed, 16 Nov 2022 06:00:00 -0400

Five years ago, the first stories broke about a mysterious syndrome affecting American and Canadian diplomats in Cuba. Each case began with the victim hearing inexplicable grating sounds that people around them couldn’t detect, which then developed into headaches, hearing loss, vertigo, and even brain damage. New cases began to appear in embassies all around the world, with the most recent reports occurring just last year, and the phenomenon came to be known as Havana syndrome.

To this day, we still don't know what might be causing it. Theories range from secret government weapons to the power of mass suggestion, from exposure to harmful pesticides to the sounds of noisy tropical crickets. One of the earliest speculations was that it might be a sonic weapon, since we know that sound can be directed to a single listener without anyone else noticing, and that sound can do just as much harm as it can good. The secret behind Havana syndrome, whether it's an acoustic attack or something else, is still waiting to be uncovered, but sound's potential as a weapon is nothing new. Animals have been shaping soundscapes to their advantage for millions of years and we've used sound as a wartime strategy for just about as long as we've had wartime strategies.

This episode’s the first of a three-part series where I’ll be taking a look at how sonic tactics are used by everything from sperm whales to tiger moths, from Bronze Age battles to the now-famous “Ghost Army” of World War II, and just what the future of sonic warfare might hold.

We’re all familiar with the roar of a tiger, the howl of a wolf, or the hiss of a snake: animals use sound to not only communicate with each other but with their natural enemies, to warn them away and hopefully avoid a fight. But can animals use sound itself in a fight? The answer turns out to be yes, especially underwater where sound waves can be louder and more destructive than in the air. One such animal is the pistol or snapping shrimp, and I’ve talked about them before. Despite being barely an inch long, the pistol shrimp can create the loudest sound on Earth by snapping its claw to throw a literal bubble of sound at its prey, a bubble that’s as hot as the Sun and louder than a blue whale.

The title for the world's loudest animal arguably goes to the sperm whale, and it might also use sound as a weapon. Its clicks, which it uses for echolocation, are 230 decibels, so loud that they can be fatal to a diver who gets too close. Check out this link for a short video from author James Nestor about a diving team's awe-inspiring encounter with a pod of sperm whales, and how one diver found his left hand paralyzed for several hours after reaching too close to one of the clicking whales.

https://www.youtube.com/watch?v=zsDwFGz0Okg

Being around a sperm whale who's blasting away at full volume can be deadly for humans, but are their sounds also a weapon that they can aim and fire to stun giant squid? Biologists still aren't sure. For a long time, the answer seemed to be yes, but some more recent studies suggest that might not be the case: perhaps sperm whales are just loud because they're so big. Regardless, as one of the biggest and loudest animals to have ever lived, keeping our distance is probably a good idea.

Another cetacean (seh-tay-shan) that definitely uses sound to attack its prey is the killer whale, which hunts just about everything it can eat, from sharks to seals to other whales. When it comes to feeding on large schools of fish, a pod of orcas will often surround them and use slaps of their flukes, and the shock wave the sound makes, to stun the fish and keep them from swimming away. While the fish are left reeling from the blasts, the whales are free to eat as many as they like.

Here's a link to a rare underwater recording of such a feeding event, called “carousel feeding,” so you can see – and hear – their tail slaps for yourself.

https://www.youtube.com/watch?v=ETL1fwcDUQ4

On the land, animals use colors and shapes to camouflage themselves: leaf insects look like leaves at a glance, and owl butterflies have wings that look like owl eyes. It turns out that some animals also use sound to disguise themselves. Certain palp-footed spider species don't just look like velvet ants at a glance, they actually mimic the sounds of a velvet ant to trick geckos that'd normally prey on them into letting them go. A recent study also found that some species of clearwing moths not only look like stingless honey bees, but they buzz exactly the same way as a buzzing bee.

But the most dramatic use of sonic tactics among insects might be the tiger moth. They're eaten by bats who hunt them using echolocation, and many moths use their own clicking sounds to warn each other that they've heard a bat so they can scatter. One species in particular, though, takes it further. Their clicks disrupt the bat's sonar so that it essentially goes blind when it gets too close to the moth, letting the moth fly safely away while the bat tries to regain its bearings. Here's a link to a short video clip on my blog so you can see a tiger moth using that trick to escape from a hungry bat.

https://www.youtube.com/watch?v=vrZ2hNZsCuE

Some of those inventive uses of sound in the animal kingdom bear a striking resemblance to the audio tactics we've also come up with over the years, whether it's using sound to trick an enemy army or loud music and noise to disperse a crowd. Next time we'll explore some fascinating examples of how sonic warfare has changed the course of history, and where its future might lead us.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

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This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

The Magic Moment: A Conversation with Joe Pardavila - Part 2

Wed, 09 Nov 2022 06:00:00 -0400

“Do you know what I think makes a compelling podcast? It’s a podcast that doesn’t sound like a podcast. And I know that’s a really goofy answer, but if it sounds like two people talking or three people talking and they’re having this conversation, that there’s a genuine back and forth of information, that’s what makes the best podcast.” -- Joe Pardavila

This episode’s the second half of my interview with radio personality, producer, podcaster, and author Joe Pardavila, as we talk about unexpected interview answers, how improv training helped him learn how to live in the moment, and what makes a compelling podcast in his experience.

A Polarized World

As the second half of the interview starts, we continue our talk about some of the most surprising interview answers Joe's received, including an offhand but revealing inside look at Chris Martin's family life. The key, he says, is to care about what people have to say, and to give them an opportunity to share their stories. “A lot of people like to hear themselves talk,” he explains, “but they need the opportunity.” And, he humorously adds, “that's why I'm here Jodi, just to hear myself talk. Just that.” We also discuss how polarized the world’s become these days and how much extra effort it can sometimes take to empathize with each other’s perspectives. “We can at least try to get to know each other better,” Joe tells us, “and that just means putting ourselves in the other person's shoes.”

Getting Out of Your Head

Joe goes on to tell us how he ended up learning improv from the Upright Citizens Brigade and joining a sketch comedy group, and the most valuable skill he learned from those experiences. “I was always on,” he recalls, “and just needed something to turn off, because the one thing you learn from improv is it's important to live in the moment and get out of your head.” We discuss how modern technology and social networks have made concentrating on the moment more of a challenge than ever, and the discipline it can take to keep ourselves focused and resist the urge to try and multitask. “It's so easy to be distracted,” he adds, “that we have to be really focused on not being distracted.”

Make Sure You’re Proud

When asked about the most common issues facing podcasters, Joe has a ready answer: editing and overlooking the sound quality. “Someone's dog starts barking like crazy,” he answers, “and they just keep going with the podcast... you can press pause, stop, let things pass, and then continue.” We talk about the limitations of Zoom when it comes to podcasting, ways to work around a limited audio budget, and his latest work on everything from recording audiobooks to interviewing CEOs and business leaders. As the episode comes to a close, he reflects on the staying power of podcasting, something that's often easily overlooked “The great thing about podcasts,” Joe says, “you put your podcast out there, it's going to be out there for eternity. So make sure you're proud of it.”

Episode Summary

Joe’s most surprising interview answers and how to plan for a conversation
How learning improv and comedy helped teach Joe to focus on the present
Why the best podcasts are the ones that don’t sound like podcasts
Podcasting’s most common issues and Joe’s upcoming projects

Connect with the Guest

Connect with Joe Pardavila on LinkedIn: https://www.linkedin.com/in/joepardavila/

Follow Joe Pardavila on Twitter: https://twitter.com/joepardavila/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 Magic Moment: A Conversation with Joe Pardavila - Part 1

Wed, 02 Nov 2022 06:00:00 -0400

“You have to create this environment that the person’s comfortable in, that’s a big part of it. And I don’t actually like to use the word interview, especially when I coach people or advise people who are starting podcasts. You don't ever want to use the word ‘interview’ because interview implies question answer, question answer, question answer, whereas a conversation is a back and forth, it’s people sharing ideas.”-- Joe Pardavila

My next guest has produced over ten thousand hours of audio content over the course of his career in podcasting and terrestrial radio. He was a radio personality and producer on the legendary New York City radio station, 95.5 PLJ, where he was part of the iconic Scott & Todd in the Morning. He studied Sketch & Improv Comedy at the Upright Citizens Brigade and was a founding member and actor in the New York-based sketch comedy group Clip Show. The group performed at the Upright Citizens Brigade Theater and the People’s Improv Theater, and their video sketches have been featured on Funny or Die and the Huffington Post. He’s also the co-director, writer, and producer of the award-winning horror satire The Witches of Bushwick and currently serves as the director of podcasts for Advantage Media Group/ForbesBooks.

His name is Joe Pardavila and, as you can probably tell, he’s spent much of his life understanding good audio and good conversation. His book Good Listen talks about the secrets behind creating compelling conversations and powerful podcasts. Sounds like he’ll fit right in here, so let’s get to it!

In Love with Radio

As the interview starts, we talk about Joe's early memories of sound and how he used to stay up late at night as a child to secretly listen to sports news on the radio, "I would be in my bedroom underneath my blankets," he recalls, "listening to my little radio till 3 o'clock in the morning to see what the Mets had done." That radio under the blankets, he says, was a lifeline in the days before the internet and news on demand, and it changed the way he thought about sound, media, and particularly the power of radio. "That was sort of my connection," Joe says, "to the way I fell in love with radio."

Opening Up the World

Joe goes on to tell us how he came to work for WPLJ and Scott & Todd in the Morning, as a college internship turned into a surprise job offer. "I didn't have to think twice about it," he says. "I was like 'sure, who needs school?' And then that sort of opened my world up." He quickly progressed in his newfound career and, as he explains, "I ended up running the morning show by the time the morning show was blowing up in 2019." We talk about his mentors and how they influenced his career, and how a mentor can sometimes be just as valuable for the mistakes they teach you to avoid as the advice they offer. "One thing people don't realize about mentors and mentorship," he notes, "is it's not only the good things you can learn from your mentors. It's also the bad things."

Good Listening

Next, we talk about his foray into podcasting and writing his first book. "I was like 'I want to do podcasting,'" Joe reflects, "'but I don't want to do the same thing I'm doing on the air.'" His first podcast ended up being a collaboration with renowned sex researcher Zhana Vrangalova in part, he says, "because that's something I would never be able to discuss on the radio." Podcasting soon led him to an unexpected new creative venture, his new book Good Listen. “It turns out as I was teaching folks to be podcasters,” he explains, “I was like ‘this could be useful for other people.’”

A Guest in Your House

As the first half of our interview comes to a close, Joe tells us about a "magic moment," as he calls them in his book, that happened in his own life while running a marathon to help raise awareness of Huntington's disease. We talk about his unforgettable run through the five boroughs of New York, and he tells us how an awkward interview question with Taylor Swift early in his career taught him a valuable lesson when it comes to helping turn interviews into genuine conversations. "Create the safest place for your guest," Joe advises, "because you want them to be able to feel like they're a guest in your own house... You want to create this interview, conversation, podcast experience, what have you, to the point where that person feels comfortable to go into your fridge and grab a soda."

Episode Summary

How Joe’s childhood memories of the radio led to his broadcast career
Joe’s start in radio, from college intern to show producer and radio personality
How radio led to his podcasting career and his first book
Magic moments and one such moment from Joe’s everyday life
What Taylor Swift and the Ebola virus taught Joe about interviewing

Tune in next week for the second half of our interview as Joe tells us his strategy for asking the right interview questions, his history of improv training with the Upright Citizens Brigade, what he believes makes a compelling podcast, and the one person he’d most like to someday interview.

Connect with the Guest

Connect with Joe Pardavila on LinkedIn: https://www.linkedin.com/in/joepardavila/

Follow Joe Pardavila on Twitter: https://twitter.com/joepardavila/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Podcasting Goes Private: An Interview with Nora Sudduth - Part 2

Wed, 26 Oct 2022 06:00:00 -0400

“When you hear that person on the other end, you can put yourself, as a prospective client, you put yourself in their shoes. You hear what their thought process was and you feel connected to that person, you understand exactly what their struggles are because I have the same concerns, I have the same hesitations, and that's very impactful.”-- Nora Sudduth

This episode continues my interview with marketing and conversion strategist and Hello Audio co-founder Nora Sudduth as we talk about sound-based lead magnets, strategies for facilitating and encouraging testimonials, and the future of social audio in a post-Clubhouse world.

Making It Easier

As the second half of our interview starts, we discuss the three types of lead magnets that Nora has found work well, and how private podcasting fits into each one. "You're positioning yourself as an amazing guide to help them through that workbook,” she says of one strategy, combining workbooks and private audio feeds. “So the workbook in and of itself could still be valuable, but now you're taking things to the next level as their companion.” She tells us about Hello Audio’s most popular private podcast, a collection of success stories from clients, and how private podcasting has doubled some of their conversation rates. “They didn't change anything,” Nora says, “other than adding this private podcast to make it easier for people… it's a game changer when people actually consume that content."

A Desire for Connection

We also talk about the uncertain future of Clubhouse, and what it might mean for the growth of social audio as a trend. “That connection,” Nora assures us, “and that desire for connection, and to be able to listen to others and learn and be able to get to know them, that's not going to go away anytime soon.” She also reflects on the barriers new content creators can face and how social audio’s created more room at the table. “A lot of times,” she says, “starting as a video digital creator can be very difficult. It can create a lot of anxiety and it can prevent folks from getting themselves out there.”

What’s Old is New Again

Our interview wraps up with a lighthearted look at social audio's pre-internet past, at the days of teleseminars hosted over old-fashioned party lines. “I think what is old is new again,” Nora remarks, “and we're only going to see it expand.” We talk about some of the new features that are being developed by Hello Audio, and how they’re helping companies tap into the marketing opportunities that social audio and private audio feeds now offer. “If companies don't make the shift,” she adds, “or create opportunities to connect with their audience through audio, I think they're going to struggle.”

Episode Summary

Three strategies for combining private podcasting and lead magnets
The future of Clubhouse and the continued growth of social audio
The pre-internet roots of social audio and its perennial value
Hello Audio’s upcoming features and the future of private podcasts

Connect with the Guest:

Website: helloaudio.fm

Connect with Nora Sudduth on LinkedIn: https://www.linkedin.com/in/noradannersudduth/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

Podcasting Goes Private: An Interview with Nora Sudduth - Part 1

Wed, 19 Oct 2022 06:00:00 -0400

“There are so many benefits to using audio that will ultimately help people consume the content you want them to consume. You're spending all this time creating it, you're putting all this love and energy into creating it – why not put it in a format that makes it easy for them to consume?” -- Nora Sudduth

This episode's guest is the co-founder of Hello Audio and is a leading marketing and conversion strategist who's helped businesses sell over $500 million worth of products and services online, and she’s designed several courses, coaching, and certification programs that have generated millions more. Her name is Nora Sudduth, and if you’re looking for ways to use audio for your business – especially when it comes to private podcasts, a concept that was new to me — this is the episode for you.

An Accidental Podcaster

We start with a look at Nora's early memories of sound, at the importance of family in her life, and how her dad's favorite songs helped her see him in a whole new light. “From that age on,” she reflects, “music and, just, sound, it changed everything.” The conversation turns to how her marketing work led to a focus on the advantages of audio. “For me,” Nora says, “audio was about mobility and convenience and accessibility, and being able to incorporate that into an otherwise very busy lifestyle.” As she puts it, “I'm an accidental podcaster, I guess is kind of how I thought of it.”

Love and Energy

“Private podcasts enable you to be more relevant with the content you’re dropping per listener,” Nora tells us, “which is something public podcasts can’t do.” She explains the difference between traditional podcasting and private podcasts, the unique ways in which our brains and even the rest of our bodies respond to sound, and the advantages of being able to reach out to clients on a more individually tailored level. “You’re spending all this time creating it,” she says, “you’re putting all this love and energy into creating it, why not put it in a format that makes it easy for them to consume?”

Reaching Your Audience

Next, we talk about how private podcasts are transforming the employment sector and reshaping everything from employee handbooks to onboarding materials. "People are putting that information into audio," she explains, "and it comes to life." We discuss how social media and modern mobility, especially after the pandemic, have created new marketing challenges and opportunities. “You have to reach your audience where they're at,” Nora says, “and they're on their phones, on their mobiles.”

A Pattern Interrupt

As we come to the end of the first half of our interview, Nora tells us about how private podcasts can dramatically boost engagement numbers and overturn the traditional PDF lead magnet. “It can be an amazing piece of content,” she says about those old-fashioned marketing documents, “but it actually removes folks from the sale cycle.” We discuss how personalized audio feeds can replace or enhance other marketing strategies, and how audio’s often-overlooked role in marketing can turn into an advantage for companies willing to invest in it. “It’s kind of a pattern interrupt,” she says. “How many people do you know that are offering that audio private podcast version of it?”

Episode Summary

Nora’s memories of sound and her father’s favorite music
How marketing led Nora to discover the potential of private podcasts
The differences between public podcasts and private podcasting
Private podcasting’s value for new hires and company communications
How private podcasting can transform lead magnets and boost engagement

Check back next week for the second half of our interview as we talk about different lead magnet strategies that incorporate sound, discuss some of Hello Audio’s most memorable success stories, and consider the future of private podcasting and audio-first social media like Clubhouse.

Connect with the Guest:

Website: helloaudio.fm

Connect with Nora Sudduth on LinkedIn: https://www.linkedin.com/in/noradannersudduth/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

A Ph.D. in Podcasting: An Interview with Todd Cochrane - Part 2

Wed, 12 Oct 2022 06:00:00 -0400

“My goal from the very very beginning was some are going to make take their spouse or partner to dinner money some people are going to make car payment money some people may make house payment money and some people may make life-changing money if I can get podcasters to the point of making enough money that gives them enough incentive to say yes this is possible to go bigger and grow bigger and to have the resources to pay for an editor and some of those things so I think the average podcasters now challenge unless they're a niche show or they've gown a significant audience is how do I get that initial taste of some cash and, really, the answer's going to be programmatic." -- Todd Cochrane

This episode’s the second part of my interview with author, CEO, and pioneering podcaster Todd Cochrane as we discuss strategies for improving podcast sound, the keys to monetizing and building on a podcast brand, and the importance of audio branding when it comes to podcasting.

A Compelling Story

As the second half of our interview starts, Todd gives us his first piece of advice for improving podcast quality: "If you’re going to invest in anything, invest in a decent mic.” We discuss microphone options for different budgets, some of the other kinds of studio equipment he recommends, and a less technical, but no less important, suggestion on starting a podcast. “Have a compelling story,” Todd says. “Don’t go chasing topics: have something that you’re excited to talk about.” As he puts it, “lots of people are chasing categories now, and if you’re not in tune with that category, why would you do that?”

The Goal of the Show

When it comes to building a podcast, Todd has one driving question: "What is the goal of the show? Is the goal to have fun? Is the goal to have lead generation, is it to monetize?" We talk about different strategies of monetization, and he shares an account of one podcaster whose very precise niche turned out to be a gold mine. “If you’re a neurosurgeon,” he explains, “and you reach a thousand of the top neurosurgeons every episode, you can probably charge about $20,000 for that.” For most of us, however, Todd says the key is to build a wider audience: “You have to have a big audience for big money. Some people will fight me on this, but fundamentally, for most shows, that’s true.”

Let Your Voice Be Heard

As the episode comes to a close, we discuss audio branding and how it intersects with the world of podcasting, such as an early opening theme that proved too much for his listeners. “I was bombarded,” he recalls. “People said ‘I stopped, I couldn’t listen any further, that intro was horrible.’ It lasted one episode.” As he puts it, “you really have to find, you know, those elements” that work best for your particular audience. We discuss some of his current projects, and Todd offers one last piece of advice: "The main thing I want people to do is to start a podcast. That's the key: let your voice be heard."

Episode Summary

The best microphones and sound equipment for podcasting
Finding your own distinctive voice as a podcaster
Strategies for monetizing content and building a podcast brand
The synergy between audio branding and a successful podcast

Connect with Todd:

Website: https://blubrry.com

https://rawvoice.com

https://geeknewscentral.com/

https://www.podcastawards.com/

Follow Todd Cochrane on Facebook: https://www.facebook.com/cochrane/

Connect with Todd Cochrane on LinkedIn: https://www.linkedin.com/in/toddcochrane/

Follow Todd Cochrane on Twitter: https://twitter.com/GeekNews/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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

A Ph.D. in Podcasting: An Interview with Todd Cochrane - Part 1

Wed, 05 Oct 2022 06:00:00 -0400

“And what really struck me from that was that not only was this audience a fan of the show, they were more like family, and it really changed my appreciation for the listener, so I really took a lot of care following that to understand their value. So, even though we’re creating great audio, great content, we’re putting out consistently, I didn’t realize how tight [that connection] was until that particular episode. So I think, from my perspective, that one stands out in a big way, not only in the ability to talk about what’s happening but also, at the same time, just this whole community element that goes along with creating podcasts and the power of audio.” -- Todd Cochrane

This episode's guest is the CEO of Blubrry Podcasting and the author of a book on podcasting, "Podcasting: The Do-It-Yourself Guide." He's the founder of the People's Choice Podcast Awards and the Tech Podcast Network and is credited with introducing the first advertisers into podcasting, GoDaddy. He was inducted into the inaugural class of the Podcast Hall of Fame in 2015, but perhaps his biggest influence on podcasting is Blubrry Podcasting and its parent company RawVoice, which offers a directory of more than three million shows, the number one podcasting plugin for WordPress, and much more. A United States Navy Veteran who served for twenty-five years and retired with the rank of Senior Chief Petty Officer, he now lives in Quincy, Michigan after spending the majority of the past 25 years in Honolulu, Hawaii, with his family.

His name is Todd Cochrane, and I think you’ll agree he knows a thing or two about podcasting. We’ll not only be discussing that but also getting his perspective on what it takes to really make a mark in podcasting and in sound these days. I definitely learned a thing or two from our interview, and you too might want to take notes.

Times Have Changed

We start things off with a look at Todd’s formative memories of sound and his first experiences with sound and internet radio back during the turn of the millennium. “In the early days, sound was largely music,” Todd explains. “It wasn’t talk, that’s for sure. But times have changed.” The topic turns to how BBSes, FidoNet, and a brief stint as a blogger led him to find his calling as one of the first podcasters in 2004. “My introduction into podcasting was really just wanting to communicate verbally,” he says. “For me, it was the perfect venue. It just felt natural for me to pull up a mic and talk.”

Forgiving Bad Audio

“If you think about what was different,” Todd tells us as we continue our look back at the early days of indie podcasting, “there was no podcast host, so we were on our own for our media.” We discuss how improvements in online audio helped pave the way for podcasting as we know it today, and how his firsthand experience with the importance of editing and audio quality to an audience: “I’ve always said that they'll forgive you for bad video,” Todd says, “but they won’t forgive you for bad audio.”

More Like Family

Next, we talk about one of Todd's most memorable podcast episodes, and how a personal tragedy gave him new insights into the bond between podcasters and their listeners. “What really struck me from that,” he notes, “was that not only was this audience a fan of the show, they were more like family, and it really changed my appreciation for the listener.” He also gives us a startling reminder that we never quite know who might be listening to a show, as he found out for himself after an episode in which he gave the Mac Mini a scathing review: “Two weeks later,” Todd recalls, “I get a phone call, and it’s Steve Jobs’ secretary who says ‘I’ve got Steve on the line for you.’”

A Diversity of Content

As the first half of the interview comes to a close, Todd tells us about his ongoing podcast New Media Show with co-host Rob Greenlee. “Kind of our tagline,” he jokes, “is that you can get a Ph.D. in Podcasting if you listen to the show." We also talk about how independent podcasters have continued to dominate the online audio landscape, providing a wealth of diverse voices and perspectives. “I never could have imagined in the early days,” Todd adds, “when it was really just a bunch of geeks... that the medium would grow into what it has grown into and the diversity of content.”

Episode Summary

Todd’s first impressions of sound and music as a teenager
His podcasting debut during the pioneering days of streaming audio
How Todd’s early experiences helped shape BluBrry and RawVoice
The future of open-source podcasting and the indie podcast field
The growing diversity of podcast voices around the world

Check back next week for the second half of our interview as we discuss some simple steps for improving your podcast, as Todd offers advice on everything from books to sound quality to overcoming procrastination, and as we take a peek at some of his upcoming projects.

Connect with Todd:

Website: https://blubrry.com (use promo code Founder for a 60-day free trial)

https://rawvoice.com

https://geeknewscentral.com/

https://www.podcastawards.com/

Follow Todd Cochrane on Facebook: https://www.facebook.com/cochrane/

Connect with Todd Cochrane on LinkedIn: https://www.linkedin.com/in/toddcochrane/

Follow Todd Cochrane on Twitter: https://twitter.com/GeekNews/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (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 Strategy

https://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 Sound of Movies - Why Hollywood’s Becoming Harder to Hear

Wed, 28 Sep 2022 06:00:00 -0400

When was the last time you turned on the subtitles while watching a movie? Does it ever seem like the music and sound effects, especially the explosions, are as loud as ever, but the dialogue’s barely above a whisper? Does it seem like older movies, movies like Jaws and Star Wars, were easier to understand? Are we just getting older and losing our hearing? That’s one possibility, but if the sound quality of your last moviegoing experience resembles the “Empire Strikes Back meets Christopher Nolan” parody video posted on my blog, your ears probably aren’t playing tricks on you:

https://www.youtube.com/watch?v=IpWAOM3XC9Q

Cinematic sound has changed dramatically over the past few decades, in some ways for the better and in other ways maybe not so much. Those changes can tell us a lot about the value of sound, all the different moving parts and new technologies that can be involved in creating just the right audio experience, and how even the biggest names in Hollywood can overlook its importance.

One of those big names is director Christopher Nolan, and his films in general, and the movie Tenet in particular, sparked debate about whether his distinctive use of muted dialogue and booming music is a good or bad thing. But that question didn't start with him: a Los Angeles Times article from 1996 about the teen horror movie The Craft raises some very familiar-sounding complaints about the trend of music and sound effects drowning out the dialogue, and it suggested that teenagers and new media are to blame. "New media" back then meant loud music videos and the younger generation was Generation X, which just goes to show how long this trend's been developing.

Christopher Nolan is, however, something of a unique case, and his movies are often at the forefront of cinematic audio trends. According to sound editors who’ve worked with him, he believes in actively engaging the audience and focusing their attention through the use of sound, and his actors, like many Hollywood actors these days, tend to forego theatrical performances for a more soft-spoken, naturalistic style of speaking that isn’t always easy to pick up on a microphone. He’s also very enthusiastic about digital audio’s potential for crafting ambient soundscapes, and his movies often rely on a unique auditory illusion called a Shepard tone to set the pace and create tension.

A Shepard tone is a sequence of tones on three octaves layered together: the highest octave seems to fade as it ascends while the middle and lowest octaves seem to grow louder. Since two out of three octaves are growing louder at any given time, our brains combine them into a single tone that seems to be getting higher and higher, or lower and lower if the tones are played the other way around, without ever really changing. Listening to it can be a dizzying experience, and there’s a link on my blog to a video that lets you hear the effect for yourself. You might also recognize it as a sound that shows up pretty often in Christopher Nolan’s movies, from The Dark Knight to Dunkirk:

https://www.youtube.com/watch?v=MShclPy4Kvc

One quote from the director in Tom Shone’s book The Nolan Variations, however, gives us a clue about some of the other reasons cinematic sound’s changed in recent years. “I was a little shocked to realize how conservative people are when it comes to sound,” Nolan says, “because you can make a film that looks like anything, you can shoot on your iPhone, no one’s going to complain. But if you mix the sound a certain way, or if you use certain sub-frequencies, people get up in arms.”

Some of my listeners might remember a recent interview with author, guitar coach and session composer Nick Morrison. He also talked about how recent studies have shown that sound can be the most important thing to an audience: changing it affects their experience even more than changing the video. "Once you get better," he said, "you can't go back with audio. There's something in the human ear that, if you hear poor quality audio, it immediately turns off your brain and you stop listening"

Sound has a way of getting lost in the shuffle, even when research tells us that it's often the most important part of a multimedia experience. As special effects have improved and filmmaking has become more dynamic, with cameras constantly on the move, it’s easy for filmmakers to lose sight of the audio aspect of a film. Sound mixers don't usually have much authority on the set, and digital audio editing has come a long way, so it can be tempting for directors to settle for an inferior audio take because they know it can be fixed in post-production. And they're right: it usually can be fixed. But that adds another layer of complexity to the processing and can mean that the dialogue’s being reworked long after it was recorded, when the editor's probably already memorized it. And once they know what they're supposed to be hearing, it's that much harder to tell how it'll sound to everyone else.

Curious about just what a location sound mixer’s day on the set looks like? There’s a YouTube link on my blog to a very quick behind-the-scenes look at just how hectic things can get:

Once the sound makes it through production, though, it still has a few more hurdles to jump on the receiving end, the theaters and home systems where we'll be watching the movie. Movies are recorded with a dynamic range between the loudest and quietest sounds, such as a crash of thunder and a low whisper, and that range has grown wider over the years: if it seems like you're always turning the volume up and down between loud noises and low dialogue, that's the reason.

Not every movie theater has the latest sound equipment or sets its Dolby volume to the industry standard of 7, which means some theaters will sound worse than others, and there's no accounting for all the different setups people might have while watching it at home. Even the streaming service you use can make a difference since each one has its own way of compressing the audio data.

So what can we do to create a better listening experience, other than turning down the volume and turning up the subtitles? We have a few options. Many smart devices have an audio leveling feature in their options menu: some call it "night mode," others call it a "volume leveler," and others label it "dynamic range compression." The audio quality will probably take a hit, but it can also mean no more room-shaking explosions. A sound bar can help, as can any audio setup with a center speaker since the dialogue's usually played separately through it. If nothing else, a pair of headphones will at least bring the dialogue closer to your ears – but it'll bring those eardrum-rattling kabooms closer too.

There’s really only so much that we can do to fix things at home. As with a lot of things when it comes to sound, it’s up to the industry to realize its full potential, from theaters working to provide an ideal listening experience to studios making sure that audio gets the attention it deserves. When it comes to watching a movie, sound can end up being the one thing we remember most.

** You'll notice there's new music! From Episode #150 onward, we have some new - created just for us - music by Saw & Sine's Nicolae Bogdan Bratis (he was interviewed on this podcast just a little while back!). I love it. :) This episode has a bit of a longer ending outro so that you can hear some more of it, but future episodes will have a shorter outro. Thanks for listening!

Would you consider giving this podcast an honest review? You can do that here: https://lovethepodcast.com/audiobranding. And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!

And if you’re interested in crafting an audio brand for your business, why not check out my FREE download – Top 5 Tips For Implementing An Intentional Audio Strategy at https://voiceoversandvocals.com/audio-branding-strategy/

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

In the Clubhouse: The Alarms in Hospitals are Killing Us - Part 2

Wed, 21 Sep 2022 06:00:00 -0400

“We go through all these things and talk about all these problems with annoying sounds and how important it is for the bellows sounds to be informative. And all this just hearkens back to the point where the essential goal here of these so-called auditory ‘alarms’ isn't to alarm, it's to notify. And I think if we can use better sounds like that, whether it's those bellow sounds or some of the ones Judy came up with, for the new standards, we can accomplish the same goal, which is communication and notification without the annoyance.” -- Professor Michael Schutz

This episode continues our Clubhouse discussion as Professor Michael Schutz, Professor Judy Edworthy, Dr. Elif Özcan, and Dr. Joseph Schlesinger lead a variety of questions and comments about medical alarms, hospital soundscapes, and creating a more healing auditory environment.

No Cause for Alarm

The second half of the discussion starts with a look at alarms, and whether we might be using the wrong word to describe them. “We call them ‘alarms,’” Mike notes, “but for the most part I don't think they’re actually intended to be alarming.” The panelists take a question from Andrea about whether industry rating systems, such as the UK-based Quiet Mark certification, might help prompt a change, and Judy talks about how deep our expectations about the way hospitals are supposed to sound can run. “It’s completely embedded in our culture,” she says, “this whole idea that pieces of equipment have to make a lot of noise and alarms have to be really loud and they have to sound a certain way.”

Breaking the Silence

We continue with a talk about how modern, silent equipment like electric hospital ventilators now use digital sound effects, such as the classic "bellows" sound of a mechanical respirator, to help reassure users. As Judy explains, "we expect things to make a noise, and we have very particular expectations about alarms.” We also look at how individual tendencies can influence the perception of sound, and at striking the right balance between different needs. “We want people to get the most out of the work,” Dr. Özcan says, “and that they are also happy. Maybe there is some room for that as well.”

Soundscapes of the Future

As the discussion comes to a close, we take a question from Max about associating alarms with their function, and our panelists reveal that this is precisely one of the directions their research has taken. “Indeed,” answers Judy, “the new sound in the standard for the ventilation sound is the breathing sound with some adaptation and the oxygen sound is a bubbling sound.” “Not only have we done that,” Dr. Schlesinger adds, “but we’ve shown benefit.” We talk about what grown-up hospitals can learn from the ambient sound design of children's hospitals, and about the importance of considering every auditory perspective, not just the staff who work there every day. “I think it’s very interesting to look at soundscapes of the future, at hospitals,” Dr. Özcan says, “from the patient’s perspective too.”

Episode Summary

The purpose of medical alerts and whether they’re really alarms
How pop culture helped establish our idea of the hospital "soundtrack"
Silent devices and creating the sounds that we expect to hear
Making hospitals look and sound more like a healing environment

Connect with the Guests

Connect with Judy Edworthy on LinkedIn: https://www.linkedin.com/in/judy-reed-edworthy-56b88a87/

Connect with Dr. Elif Özcan on LinkedIn: https://www.linkedin.com/in/elifozcanvieira/

Connect with Dr. Joseph Schlesinger on LinkedIn: https://www.linkedin.com/in/joseph-schlesinger-md-fccm-ba38774b/

Follow Dr. Joseph Schlesinger on Twitter: https://twitter.com/drjazz615/

Professor Michael Schutz's website: https://michaelschutz.net/

Connect with Professor Michael Schutz on LinkedIn: https://www.linkedin.com/in/dr-michael-schutz/

MAPLE Lab: https://maplelab.net/

“Death By Beep” on TEDx Talks: https://youtu.be/Ap8geRll6F0/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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 the Clubhouse: The Alarms in Hospitals are Killing Us - Part 1

Wed, 14 Sep 2022 06:00:00 -0400

“Persuading hospitals and manufacturers to adopt better alarms aside from the standard is to persuade them that this is important and that it’s cool to do so, and that this is what everybody is doing and it’s a selling point for you if you’re using better alarms or more safe alarms or your false alarm rates are lower. Because that's a key problem with the whole alarm problem, it’s this very high false alarm rate, so there are a number of ways in which you can persuade people to change their practice. But they're not necessarily what you think.”-- Professor Judy Edworthy

Recently I had the chance to moderate a panel in The Power of Sound club on Clubhouse about sound in healthcare called "Alarms are Killing Us," and it was quite the discussion. My panelists came from all sectors of the health industry and included Dr. Joseph Schlesinger, Dr. Elif Özcan, Professor Judy Edworthy, and Professor Michael Schutz, who’s been featured as a guest on this podcast.

We talked about how sound has a profound effect on us, for better and for worse. Hospitals have been described as "beeping hellscapes,” which isn't surprising, considering how many machines there are in the typical hospital and all the noises that they make. But do they really have to make that much noise? And do they have to make the same noises that they've been making since the 1950s (when there were a lot less of them)? When does an alarm become too alarming? What effect does all that sound pollution have in an environment that's supposed to heal us? How can we fix it? Do notifications need to sound like alarms? Join my expert panelists and me as we discuss how the medical soundscape got so bad, and what we can do to change things. This is an important topic for all of us and I hope you'll get a lot from it. Let's hope that new standards are adopted widely – and soon!

Too Many Alarms

We start the discussion with an introduction from each of our panelists and their thoughts about solving the medical alarm problem. “People have difficulty talking about sound,” Judy says as she tells us about her team’s early challenges in overcoming preconceptions about hospital sounds. “They have difficulty describing what the sound should be like. We didn’t have a set of metrics against which to evaluate any new set of alarms.” Dr. Özcan agrees and tells us about her hands-on research into just how many sounds, most of them false alarms, exist in a hospital setting. “We measured up to 12,000 alarms in one unit,” Elif says, “and that’s too many alarms for anyone to handle.”

Sculpting a Better Sound

Dr. Schlesinger introduces himself next, and he relates his own firsthand experience as a doctor and how the number of false alarms can not only affect the staff but how the patients perceive the staff's response to them. "What's the perception of the quality of care,” he asks, “if we seem lackadaisical to these alarms?” Michael tells us about how he met the rest of the group, and he describes his work in researching and creating a better soundscape in hospitals. As he puts it, “what I’m doing a lot of is looking at sort of the nuance to see how we can sculpt the sound to make it better.”

A Culture Shift

The first question for our group concerns the resistance that change can bring, especially when some of the sounds involved have been around for many decades. “It's difficult to persuade people with science,” Judy tells us, “because some people will just say ‘oh yes, but I don’t believe that.’” Her solution is to go deeper than the science and appeal to people on a more intuitive level: as she puts it, “the best way to get a change in behavior is to bring about a culture shift.” Dr. Özcan tells us about how her work with nurses helped lead to a new silent patient monitor, and the importance of involving the people who work with sound directly in understanding and improving them “Without the help of psychology,” she says, “we really cannot understand how people interact with the products.”

Being Human-Centered

As the first half of the discussion comes to a close, Dr. Schlesinger tells us about how the new sound standards that our panelists helped create are leading to change, and how the individual differences in each hospital environment, from building to building and even from one patient’s room to the next, can lead to very different acoustic results. “You have to be human-centered,” he explains, “you have to think about the guideline of it, the end user, the exposure of it to everyone involved.”

Episode Summary

How limitations in the 1950s created our current medical soundscape
Past attempts and a recent success at creating a new sound standard
False alarms, unactionable alerts, and what they mean for patients
Involving doctors and staff in the process of creating a better system
The psychology of sound and inspiring an audio cultural shift

Tune in next week for the second half of the discussion as we take questions about the role reviews play in bringing about change, how medical alarms might be designed to do a better job of conveying their message, and how new synthetic sounds are reshaping the entire alarm philosophy.

Connect with the Guests

Connect with Judy Edworthy on LinkedIn: https://www.linkedin.com/in/judy-reed-edworthy-56b88a87/

Connect with Dr. Elif Özcan on LinkedIn: https://www.linkedin.com/in/elifozcanvieira/

Connect with Dr. Joseph Schlesinger on LinkedIn: https://www.linkedin.com/in/joseph-schlesinger-md-fccm-ba38774b/

Follow Dr. Joseph Schlesinger on Twitter: https://twitter.com/drjazz615/

Professor Michael Schutz's website: https://michaelschutz.net/

Connect with Professor Michael Schutz on LinkedIn: https://www.linkedin.com/in/dr-michael-schutz/

MAPLE Lab: https://maplelab.net/

“Death By Beep” on TEDx Talks: https://youtu.be/Ap8geRll6F0/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Sounding Your Best as a Podcast Guest

Wed, 07 Sep 2022 06:00:00 -0400

🎤Download my Sounding Your Best as a Podcast Guest worksheet here!🎤

After fifteen years in the voiceover industry, almost three years of hosting the Audio Branding podcast where I talk about the power of sound, and having been a guest on a number of podcasts myself, I've learned a thing or two about creating quality audio. I hope some of the lessons I've learned can help you find just the right sound for your own setup. I'm going to talk mostly about being a guest on podcasts, but this will give you some tips on how to improve your sound if you're a host as well. Either can be a challenge, between all the different equipment each side might have, how far apart they might actually be, and making everything line up so that it still sounds seamless. But here are a few tips I've learned about how to create the best sound impression – specifically as a podcast guest.

The first step, and probably the most important, is to have a separate microphone. I’ll talk more about choosing the right mic for your needs in just a bit, but for now, the important thing is to just make sure that it’s separate from your computer or phone. It doesn’t have to be the most expensive mic out there: just having a dedicated device can make a world of difference in the sound quality.

Just as a dedicated microphone makes a huge difference in the outgoing sound quality, headphones make the same difference when it comes to the incoming sounds and keeping the two separate. You don't need expensive headphones either, and they can be any style you like: in the ear, over the ear, either way is fine. But there's one tip I've learned through hard experience that might not be obvious, and that's to make sure that "echo cancellation" is turned off.

Echo cancellation is a feature you'll find on remote recording services like Squadcast, Riverside.fm, and Zencastr. It works by cutting off your microphone when someone else is speaking so that background sounds, the sort that you'd have if you're listening through speakers rather than headphones, don't carry through your mic. That isn't necessary if you're in a quiet room and wearing headphones, and turning echo cancellation off means that your voice comes through quicker, cleaner, and much more smoothly.

Speaking of keeping things quiet, the recording environment can make all the difference. Is there a lot of traffic or noise outside? Closing the door and moving away from the windows can make a bigger difference than you might think in keeping those background noises out of the recording. Is your phone turned off? Are any white noise sources like fans also turned off? We’re often surrounded by ambient sounds that we hardly notice, and it’s worth taking a moment to listen carefully and make sure the room really is silent.

And what about the room itself? A lower ceiling is always better when recording, and you'll want to avoid glass, hardwood, or being in a large room that might echo. If you aren't on camera, a closet filled with clothes can make for a surprisingly simple and effective recording space: the small space, low ceiling, and layers of fabric all help absorb the room noise. If you'll be on camera, a smaller room with less hard surfaces, with rugs or carpet on the floor and a fabric backdrop like a wall curtain or blanket over a wardrobe, can help the sound quality while also making a good impression – not to mention hiding an unmade bed or laundry you haven't put away.

As for choosing the right microphone, there are a few things you’ll want to consider. First, do you want to use a condenser mic or a dynamic mic? A condenser mic can be the perfect choice for a quiet, sound-treated room, and it offers a more nuanced sound for recording the human voice. But if you don’t have the option of creating such a dedicated recording space, or if you’ll be traveling and recording on the road, you might want to go with a dynamic mic instead. It’s more durable and won’t pick up as much room noise.

If you're not sure, just give them both a try and see what you like best. You can also find a link on my blog to a helpful YouTube clip that lets you listen to the same voice recorded on a condenser, dynamic, and smartphone mic, so you can hear the difference:

https://www.youtube.com/watch?v=5JbLDTe2ZXk

Microphones aren't always built the same way, and figuring out where the front of the mic really is can be tricky. Some of them are "side address," meaning you speak into the side of the grill, while others are "top address," so you're supposed to speak right down into the top of it. You can usually tell by looking for the company logo, but some brands are a little contrary and you may have to read the manual to be sure. You can make a test recording each way beforehand to see which sounds best.

Once you've decided on the right mic, the next step is to place it in just the right spot. If it's on a desk, you'll want to make sure that there's nothing on the desk like a phone or a fan that might move or shake during the interview. Even if you can't hear it, the microphone can still pick it up and make it sound like it's the loudest thing in the room. And believe me – I’ve made this mistake myself! You can also use an inexpensive microphone stand or a mounted arm to lift it from the desk: that's how I have my mic set up here, and they're very easy to install. (If I can do it, anyone can do it!)

We don’t always have the option of recording in a perfectly quiet and sound-treated room, but the closer you are to the mic, the less room noise it’ll pick up. There’s a limit, though: if your mouth is too close, your “p” sounds will sound like they’re popping. Those sounds are called “plosives” and one way to help reduce them is to set up a pop screen or pop filter in front of the mic.

Last, but certainly not least, try to be wired into the internet if you’re having an online interview, if it’s at all possible. Wireless connections can drop in and out, breaking up the flow of the interview and, even when everything seems to be going smoothly, hurting your sound quality. If you aren’t recording from home, try to be somewhere with a reliable connection, with an ethernet cable if it’s an option, on a device that you know can handle it.

It can seem like a lot to take in at first, but once everything’s set up and you’re in the habit of making sure you have an ideal recording environment beforehand, making a good sound impression will quickly become second nature. And you’ll not only impress your host, but the listeners you’ll be reaching and other podcasters who might want to have you as a guest.

🎤Download my Sounding Your Best as a Podcast Guest worksheet here!🎤

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

A Sixth Sense for Sound: An Interview with Colleen Fahey - Part 2

Wed, 31 Aug 2022 06:00:00 -0400

“They often have a suite of sounds. Now you still have to follow all regulations that have to do with safety and that kind of thing, but now the sound inside the car can be reflected in the marketing communications around it, so that’s a very big use of sound.” -- Colleen Fahey

This episode’s the second half of my interview with author, creative executive, and sonic branding expert Colleen Fahey as we talk about her role in creating innovative sound strategies, the signs of a well-managed audio brand, and some of Colleen’s favorite brand voices.

As always, if you have any questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, just visit www.audiobrandingpodcast.com where you’ll find all sorts of ways to get in touch. Plus, subscribing to the newsletter (on the www.audiobrandingpodcast.com webpage) will let you know when the new podcasts are available. And if you’d consider it, I’d love to hear what you think of the podcast! You can leave a review (that I’d love to feature on future podcasts!), either in written or in voice format from the podcast’s main page.

The Sound of Innovation

As the second half of our interview begins, Colleen tells us how she helps clients innovate and find their own sonic DNA, their own audio brand identity. “We have done sounds to communicate innovation,” she explains, “but our goal is not to be innovative in our use of sound. Our goal is to help people tell their story by using sound.” We also talk about how audio branding is becoming more accessible to small businesses. “It doesn't always have to be big fat advertising budgets. It can be in your app, it can be in your hold music, it can be in your TikTok videos, your Instagram posts, your brand video on your website. This isn't just for big fancy brands with lots of advertising money.”

An Authentic Voice

Colleen tells us about her work with a small industrial company, and how creating a sense of sonic consistency in their internal videos helped them establish their own audio brand. “They're extremely disciplined about using their audio brand,” she says, “and it’s a beautiful one” We talk about the role of voices and audio slogans in modern sonic branding, as well as some of the most memorable brand voices in the past, from Motel Six television ads to Tony the Tiger. “People have been using voices with strong characters,” she tells us, “but not everybody, and not enough. Often, they just want the voice to sit back instead of having the voice be somebody that you can picture in your mind.”

The Universal Language

As our interview ends, Colleen talks about an auto campaign that required a creative approach to stand out from the competition. “Everybody was using metallic sounds,” she recalls, “sounds like motors and engines, essentially functional sounds, but not emotional sounds.” We talk about some of her favorite advertising campaigns, from financial institutions to snack foods, and the integral part audio plays in connecting businesses all over the world with their customers. “As you can imagine,” she relates, talking about her experience with clients from around the world, “many international companies opt to have a fully musical sound because music is a universal language”

Episode Summary

Helping companies innovate and find their own sonic DNA
How small businesses are embracing audio branding and advertising
The evolving role of voice and music in sonic marketing
Creating inventive sound campaigns and distinctive audio brands

Connect with the Guest

Website: https://www.sixiemeson.com/

Connect with Colleen Fahey on LinkedIn: https://www.linkedin.com/in/colleenfahey/

Follow Colleen Fahey on Twitter: https://twitter.com/SixiemeSon/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

A Sixth Sense for Sound: An Interview with Colleen Fahey - Part 1

Wed, 24 Aug 2022 06:00:00 -0400

“All news music doesn't have to have trumpets and trombones, and all trains don't have to just ring, you know, or honk. And all appliances shouldn't always sound like ‘beep beep beep,’ you know, chip sounds instead of having a tune that would make people remember them better and maybe like them better.” -- Colleen Fahey

This week’s guest is a creative executive with deep experience in branding and marketing at multiple touchpoints. When she learned of Sixième Son, a sonic branding agency that had created over four hundred brands, she approached them about expanding to North America. She opened a sonic branding agency in Chicago at the end of 2012 and, in 2017, co-authored the book Audio Branding: Using Sound to Build Your Brand. Since those days, her team has led Sixième Son's sonic branding initiatives for Atlanta, Michelin, Huggies, Merrell Footwear, USAA Insurance, Sparkling Ice drinks, a hospital, a news network, an AIDS treatment, and many more. The North American business now operates out of New York, Toronto, and Cleveland, as well as Chicago. Throughout her career, she's been a creative director for leading brands in the US, Europe, Latin America, and Asia. Raised in Madrid, she speaks fluent Spanish, conversational French, and a courageous-but-embarrassing Portuguese.

Her name is Colleen Fahey, and if you’ve always wanted to ask questions about audio branding from one of the oldest premier companies in the business, you’ll want to hear this interview. I have no doubt Colleen will blow our minds with her observations about the audio branding landscape.

An Elegant Idea

The episode begins with Colleen’s earliest memories of sound: she tells us about leaving the U.S. at the age of four to live in Spain, and how the sound of the ocean liner’s horn as they departed literally shook her from head to toe. “It somehow also got into my psyche too,” she tells us, “because it was almost like a book had closed with that sound.” We then talk about a pivotal moment in 2011 when she first learned about sonic branding, as she attended the Audio Branding Congress at Columbia University. “I was struck by how elegant the idea was that these people were so excited about,” Colleen explains, “how elegant the idea of having a sound that repped the brand from every angle.”

The Value of Your Brand

Next Colleen tells us about writing her first book, and the importance of, as she puts it, “an audio brand that fits your brand, that communicates your values, that gets attention and really becomes a brand asset that lasts for years.” We talk about the power of early audio marketing in transforming Hawaii from a little-known territory into a tourist destination, and about avoiding the cliches and sonic codes that commercials have created. “A brand needs to stand out,” she says, “be recognized and differentiate, and the music has to help you differentiate in a way that's appropriate to the value of the brand.”

Using Your Ears

We go on to talk about mood boards, what exactly they are, and how they helped inspire her team at Sixième Son while creating a sonic brand for Atlanta’s tourism board. “The music,” she recalls about one brainstorming session, “instead of coming together, was layered. Everyone sounded good, but they didn't sound like they were all playing the same thing, and that was just a big a-ha moment.” There’s inspiration all around us, she explains, and she tells us about the importance of listening for it and keeping our ears open. “I'm talking about people having to really sit and use their ears,” she says. “Everyone loves doing it, and they're amazed at how exhausted they are at the end.”

Hearing Without Listening

“The thing that an audio brand can do,” Colleen tells us, “is access people at a very immediate level, and almost without their knowing that they're being influenced.” We talk about audio cues and sonic logos that have become an almost invisible part of our lives, and how brands have replaced intrusive advertising with a more subtle and widespread presence. As we close the first half of our interview, we talk about how classic audio brands like the State Farm jingle are changing with the times. “They kept the basic structure,” she says, “but they kept evolving it as the brand took on new meanings.”

Episode Summary

Colleen’s first bittersweet experience with the power of sound
How Colleen brought Sixième Son’s sonic branding strategy to the U.S.
The power of sonic branding to create a unique and lasting impression
Mood boards and the process of creating an audio brand kit
Audio branding’s ability to reach the consumer on an unconscious level

Tune in next week for the second half of the interview as we talk about some of Colleen’s most innovative uses of sound, how smaller companies can still take advantage of audio branding, and what direction she sees sonic branding evolving, particularly when it comes to technology.

Connect with the Guest

Website: https://www.sixiemeson.com/

Connect with Colleen Fahey on LinkedIn: https://www.linkedin.com/in/colleenfahey/

Follow Colleen Fahey on Twitter: https://twitter.com/SixiemeSon/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Sines and Sounds: An Interview with Nicolae Bogdan Bratis - Part 2

Wed, 17 Aug 2022 06:00:00 -0400

“What’s great about podcasting is there's that intimacy there. It’s just audio. It’s really fun when I listen to a podcast or I edit a podcast and I don’t know what the guest looks like, I don’t know anything about a guest, and I’m trying to imagine what type of personality that guest has. And through voice you get personality, but it’s kind of like shaped in a different way.” -- Nicolae Bogdan Bratis

This episode continues my interview with musician, composer, and podcast producer Nicolae Bogdan Bratis as we talk about his process for creating distinctive jingles, how to make sure you’re getting the most out of your microphone, and podcasting’s expanding role in social media.

Your Whole Mind

The second half of our interview starts with a look at Nicolae’s process for creating commercial jingles and sonic brands, a challenge he takes seriously. “You need to have the inspiration there because it's literally a creative work,” he says. “You have to be there with your whole mind.” One trick he relies on to create unique compositions is to start by playing truly random notes on a keyboard or guitar and then build on them. “It comes from randomness,” he tells us, “if that makes sense. It's not coming from your mind. And then from that randomness, you can really develop something that sounds original."

Sounding Your Best

We then talk about microphones, audio environments, and all the hidden obstacles that might get in the way of his clients’ recording sessions. “Until they get a professional to help them,” Nicolae explains, "they can’t really nail it down because there are so many things that can play a role in destroying your recording.” We discuss different microphone brands, the difference between side-address and top-address mics, and whether he recommends a condenser or dynamic microphone for podcasting. “Microphones nowadays,” he assured us, “are so good even the one-hundred-dollar microphone will sound good enough. Your audio will not suffer at the end of the day.”

Better and Better

“I think it's going to get better and better,” Nicolae says as he considers the future of podcasting. One recent trend is for podcast episodes to include visual elements, blurring the lines between audio-first content and video clips. “I have to cut quite a lot of content,” he says as we talk about the process of producing and editing visual podcasts, “just because there are so many visual references in the podcast that people may not understand because it's just audio.” He reminds us again of the power and understated importance of sound when it comes to presentation, and offers a humorous example of just how much the audio can change what we’re seeing on the screen. “If you have a horror movie with a funny track in the background,” he notes, “that horror movie may not be horror anymore.”

Episode Summary

Nicolae’s process for crafting jingles and composing original melodies
How everything from website colors to ambient sounds can shape an audio brand
The best microphones and sound setups for both studio and remote podcasting
The future of podcasting and challenges of producing visual podcasts

Connect with the Guest

Website: https://sawandsine.co.uk/

Follow Nicolae Bogdan Bratis on Facebook: https://www.linkedin.com/in/bratis/

Connect with Nicolae Bogdan Bratis on LinkedIn: https://www.linkedin.com/in/bratis/

Follow Nicolae Bogdan Bratis on Twitter: https://twitter.com/sawandsine/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

Sines and Sounds: An Interview with Nicolae Bogdan Bratis - Part 1

Wed, 10 Aug 2022 06:00:00 -0400

“First things first, to get a podcast to sound good is not hard. Many people think that it’s so hard to make it sound great: it’s not. The first thing they have to remember is that, if you have a good recording, I would say that you don’t even need an editor to get it done for you at the end.” -- Nicolae Bogdan Bratis

This episode’s guest comes from a musical background and has had quite a lot of success as a musician in Romania, having been in the finale of X-Factor 2013. He sings, plays several different instruments, has produced his own music, and he performed throughout the UK with his own solo project before the pandemic started. He moved to the UK in 2016 to study music production, and in 2018 he started his own podcast production company called Saw and Sine. Now he edits podcasts, creates jingles, restores audio, and even records and produces audiobooks. He's always been in love with sound, whether it's music or spoken audio, and he’s all about helping his clients get the best audio brand possible.

His name is Nicolae Bogdan Bratis, and if you want to work in sound, or if you want to improve your sound so your message can reach deeper, this interview is sure to provide a lot of great tips.

A Musical Ear

We start the show with a look at Nicolae's earliest memories of sound, his family's musical history, and his childhood music lessons. “My teacher,” he recalls, “when I was just ten, I guess, told me that I have a musical ear, I can hear sounds, I can hear the pitch and everything.” He talks about his encounter with a teenage rock band at a music school in Romania, and how it inspired him to pursue a career in sound. “I was always interested in the technical part of audio,” he says, “not just into the artistic part, and I loved producing music, I loved working with tracks, working with computers, all that jam.”

Simplicity and Complexity

Nicolae goes on to tell us about the distinctive name of his studio, Saw and Sine. “The sine wave,” he explains, “is the purest waveform you can generate with a synthesizer and the saw-tooth is the busiest, the most harmonic waveform you can generate with a simple circuit. That's kind of like simplicity and complexity at the same time." The physical aspect of sound's always fascinated him, and we talk about how sound not only surrounds us but affects us in ways we don't often consider. "Before you actually have the earthquake, you get that big rumble," he says. “That’s all sound waves.”

Finding the Hidden Gems

We talk about how the pandemic, and the remote audio industry that emerged from it, helped shape his career as a podcast producer, and the hidden value of sound quality. It truly is a hidden gem, as he reminds us. “It’s there, it exists, but it's hidden,” he adds, “and if you don't pay attention to it, it can destroy your brand.” Fortunately, creating quality sound these days doesn’t have to involve a traditional recording studio. “You just need a basic microphone,” Nicolae says, “because the technology’s evolved so much. With just a few pieces of equipment, you can get something that sounds really good.”

Don’t Stop Learning

Nicolae offers some recording tips, including his advice to turn off the echo cancellation feature when it comes to streaming audio and replace it with a simple pair of headphones. Echo cancellation “solves the effect,” as he puts it, “but it’s not solving the actual problem.” As the first half of the interview comes to a close, he tells us about the podcasts he's helped shape and transform as a producer and his advice for people who are just starting out. “If you want to start a podcast,” he says, “go ahead and do it and you’ll learn while you're doing it. But learn while you’re doing it, and don’t stop learning.”

Episode Summary

Nicolae’s memories of sound and childhood in Romania
His appearance on X-Factor and career as a musician and producer
The importance of sound quality and choosing the right equipment
What is echo cancellation and how does it affect streaming audio
Nicolae’s experiences and advice when it comes to podcasting

Tune in next week for the second half of the interview as we talk about Nicolae’s approach to writing jingles and commercial compositions, discuss microphones and tips on getting the best recording sound possible, and a surprising new direction that podcasting’s already starting to take.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

The Voice of Tomorrow: An Interview with Ron Jaworski - Part 2

Wed, 03 Aug 2022 06:00:00 -0400

“When we are listening to an audio file created by AI, we try to find where the machine got it from, but when we are listening because we just want to listen, we don't really care.” -- Ron Jaworski

This episode’s the second half of my interview with Trinity Audio CEO and ad tech veteran Ron Jaworski as we talk about the future of proprietary AI voices, Ron’s vision for Trinity Audio, and some surprising statistics on just how effective sound can be when it comes to engagement.

Building a Better AI

The interview continues with a talk about such projects as the Open Voice Network, and their efforts to negotiate contracts that protect the intellectual property of voice artists whose voices become the template of future AI assistants. “We have enough examples of how we can go in the wrong direction,” Ron says, recalling the legal tangles that have often ensued, “that we can definitely use those examples to see how to build an AI assistant right this time.” He goes on to tell us about his driving vision for Trinity Audio: “we believe that basically, any type of textual content should have an audio version if it's relevant to be consumed in that manner." As he says, “we want to create the largest AI audio library in the world and deliver relevant content to listeners whenever they want to consume it.”

Mechanical Voices

Ron tells us about a test his company performed to see how well people could distinguish between human and AI voices. There was one catch, however. “The one thing that none of them knew was that all of the voices were mechanical voices,” he says, including the voices that the subjects had taken for granted as being human. “The human ear is becoming more and more tolerant to mechanical voices on one hand,” Ron explains, “and the AI solution's becoming much, much better than it was, and just getting better and better.” We go on to talk about how having audio and voice options for textual content can make a dramatic difference when it comes to online engagement. “We have one publication,” he says, “that we compared the engagement of users, and saw that a hundred times more of its subscribers tend to choose the audio solution than the general population.”

Joining the Ride

As we wrap up the interview, Ron tells us about the sense of excitement and optimism that surrounds the booming audio and voice industry. “It's a fruitful ground for innovation and for being creative,” he tells us. “The audio and voice group is getting bigger, and the fun part is that it feels like this group is moving forward together.” For anyone thinking about taking the plunge, he has this to say: “People that think about joining the voice and audio space, now it's a great time to join the ride.”

Episode Summary

Negotiating and protecting voiceover rights when it comes to virtual assistants
How the human ear distinguishes between human and artificial voices
Engagement numbers when it comes to utilizing voice and audio interfaces
The exciting future of voice, audio, and the virtual sound industry

Connect with the Guest

Website: https://www.trinityaudio.ai/

Connect with Ron Jaworski on LinkedIn: https://www.linkedin.com/in/ron-jaworski-7a37112b/

Follow Ron Jaworski on Twitter: https://twitter.com/JaworskiRon/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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 Voice of Tomorrow: An Interview with Ron Jaworski - Part 1

Wed, 27 Jul 2022 06:00:00 -0400

“In similar ways to when the first iPhone came out and then five years later, ten years later, we looked back and said to ourselves ‘oh my god, that completely changed my life,’ that's the same thing that's going to happen with audio and voice.” -- Ron Jaworski

My next guest is the CEO of Trinity Audio, a unified platform that allows content owners to strategically evolve and deliver audio experiences. Some of Trinity Audio's top publishing clients and brands include Forbes, Lenovo, McClatchy, and Newsweek. An ad tech veteran with a deep understanding of the publishing and branding landscapes, he has an extensive background in leading organizations and earned his Bachelor of Science in Computer Science, as well as an EMBA in Marketing and Marketing Management from the Recanati Business School. His name is Ron Jaworksi, and he's as passionate about voice and audio as I am. I think you'll enjoy this interview.

Educated by the Radio

We start things off with a look back at Ron’s early memories of sound, and he tells us about the shiver he still gets from hearing the iconic Superman theme, and how listening to the radio program The History Hour as a soldier completely changed his view of learning. “I enjoyed listening,” he explains, “the experience of sitting there in this fortified position, you know, with my guns and my helmet and everything and listening to this professor talking about how Bismarck unified Germany." That’s when he discovered audio's unique educational potential. “For me, the option to consume knowledge and information,” he says, “to be educated by the radio, that experience really made an impact.”

A Simple Option

Ron tells us about the difficulties he encountered in trying to find any sort of simple on-the-go option when it came to text-to-speech conversion, and how it motivated him to become an entrepreneur. As he explains it, “I wanted to have a simple option to listen to any type of textual asset that I want.” And it turns out he wasn’t alone when it came to preferring audio. “Thirty percent of the world’s population,” he tells us, “are better at consuming content and learning in an audio manner.”

The Voice and Audio Decade

The interview turns toward Trinity Audio and his work with bringing visual media to life, and Ron tells us about a father and daughter whose email revealed the unexpected impact he’s had on people’s lives. “People are using your product,” he says, “using your solution on a day-to-day basis in a way that you didn't even imagine, and you know you're doing something good." We discuss the links between social media, news media, and voice and audio, and what it might mean down the road. “I think we are an amazing decade,” he says. “There's no doubt about it, this will be the voice and audio decade.”

No More Keyboards

As the first half of our interview comes to a close, we talk about the process of creating synthetic, proprietary voices, whether they’re media influencers, celebrities, or just local business owners reaching out to their communities. "I think the revolution is huge due to the fact that we are changing our communication with computers to voice,” he says as we discuss the future of voice operating systems. “No more keyboards, no more mouse, no more joystick. You are using your voice.”

Episode Summary

Ron’s memories of sound and experiences with radio and audio learning.
How his search for a convenient text-to-speech solution inspired Trinity Audio
The different ways voice-and-audio technology is continuing to change lives
Turning real voices into synthetic speech while preserving their identity
How the emerging industry of voice OS might reshape how we use technology

Tune in next week for the second half of the interview as we talk about the professional challenges behind proprietary voices, the philosophy that guides Ron and Trinity Audio as a whole, and how there’s never been a more exciting time to jump into the voice and audio industry.

Connect with the Guest

Website: https://www.trinityaudio.ai/

Connect with Ron Jaworski on LinkedIn: https://www.linkedin.com/in/ron-jaworski-7a37112b/

Follow Ron Jaworski on Twitter: https://twitter.com/JaworskiRon/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Audio Logos: An Interview with Dr. David Allan - Part 2

Wed, 20 Jul 2022 06:00:00 -0400

“I can't imagine – and again, I always have to preface this by saying I know it's not just about the audio logo – but I just can't imagine that when you're designing a print logo why you don't also sit there and go ‘I wonder what that thing would sound like if it could make sound,’ and then develop that too, and then present both of them at the same time, in combination, and give yourself one more, you know, one more sense to have. A lot of brands have a smell: McDonald's has french fries. A lot of them are already using that sense, so don't forget about the audio.” -- Dr. David Allan

This episode's the second part of my interview with marketing professor, author, and podcast host Dr. David Allan, as we talk about famous audio brands of the past, the secret to a successful multisensory marketing campaign, and the unexpected connection between digital audio and NFTs.

Seeing, Hearing, and Feeling

“Marketing tells you you should go look at your target demographic,” Dr. Allan explains as we start the second half of the interview, “and try to give them what they want.” We take a look at how McDonald's took a risk and challenged that conventional wisdom with its now-famous "I'm Lovin' It" campaign, and the surprising connection between Walter Werzowa, the musician behind Intel's famous sonic logo, and the legendary pop band ABBA. We look at Apple's ad campaigns and how they evolved from tame and informative to stylish and trendsetting, and the power of audio to create a mood and sense of prestige that visuals alone can't match. “Audio branding as a strategy will continue to grow,” he says, “not just sonic logos but everything you're hearing everywhere that's connected to a brand.”

More Room to Grow

Dr. Allan tells us more about the musicians and audio marketing experts he’s met, and their stories about writing famous jingles and commercial campaigns that weren’t a sure thing at the time. “Most of the ones that talk to me,” he says, “realize that this is their legacy, and when they talk they want to talk about these kinds of things.” We talk about some of the new directions sonic logos can take and the industries they’ll transform. “There are lots of areas that are still underutilized when it comes to audio, supermarkets and wine stores and that kind of stuff. There's so much room to grow there.”

Minting Your Own Voice

As the episode closes, we talk about the versatility of sound in a digital age when it can be tailored for each listener, and the discussion turns to NFTs and their relationship to both music and sound in general and individual voices in particular. “A lot of the people that are in the space,” he explains, “have been thinking about it for a long time, but it's starting to get a lot more publicity.” We talk about the potential for NFTs and blockchains to create a unique audio signature, a topic he'll be exploring in his next book, The ABCs of NFTs. “It's somewhat easier for audio because it has a digital pattern already,” he tells us. “It doesn't have to be digitized because it's already digital. It just needs to be minted.”

Episode Summary

The stories behind some of the most famous sonic brands
Working for hire vs commission in the audio branding industry
Predicting which sound logos might end up making history
How NFT technology could change the world of digital sound

Connect with the Guest:

Website: https://www.sju.edu/faculty/david-allan/

Follow David Allan on Facebook: https://www.facebook.com/dave.allan.127/

Connect with David Allan on LinkedIn: https://www.linkedin.com/in/david-allan-1a26187/

Follow David Allan on Twitter: https://twitter.com/dallan1000/

Find David Allan’s Books Here: https://www.businessexpertpress.com/books/super-sonic-logos-the-power-of-audio-branding/ (Enter code MUSIC10 at checkout for 10% off)

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Audio Logos: An Interview with Dr. David Allan - Part 1

Wed, 13 Jul 2022 06:00:00 -0400

“It certainly adds another sense to sight, you know, and most of the people that I talk to, you can see a logo, but sound really helps you to feel a logo.” -- Dr. David Allan

My next guest is a professor of marketing at Saint Joseph's University in Philadelphia, Pennsylvania. He has a BA in communications from American University, an MBA in marketing from St Joseph's, and a Ph.D. in Mass Media & Communication from Temple University, and is currently pursuing a master's degree in Legal Studies in Entertainment Law from the University of Southern California. He's a prolific writer with three books – Super Sonic Logos & This Note’s for You, both on Business Experts Press, and Hit Play, on Sentia Publishing – as well as three book chapters about music, advertising, and marketing, six music case studies, and a multitude of journal articles.

He also hosts two podcasts, Marketing Musicology and The NFT PHD, and spent over twenty years in radio as a DJ, program director, and general manager. His name is Dr. David Allan and he knows a thing or two about sound marketing. Stay tuned, because you and I are about to be schooled.

This is Your Classroom

We start the episode with a look back at Dr. Allan's childhood memories of sound and the radio DJs who helped inspire him. He tells about his very first stint as a college DJ and how a storied radio career took an unexpected turn towards academia. “He hands me a textbook and a syllabus,” David recalls a surprise conversation one morning with a college department head, “and he says ‘this is your classroom. Good luck.’” The opportunity inspired him to go back to school and earn his Ph.D., and he explains how some of his friends at the time questioned his decision to trade a high-paying radio career for a new start as a marketing professor. “’I make a lot of money,’” he remembers telling them, “but I'm not going to make it for a long time, and on some level, it's not going to be worth it."

A Perpetual Learner

Dr. Allan tells us about the process of writing his latest book Super Sonic Logos, and how the early days of the COVID pandemic turned out to be an unlikely blessing, from drawing his attention to smart speakers, audio logos, and the prevalence of sound in our online lives to the practical issue of being able to find and interviewing so many audio experts. “Everybody was home,” he recalls the process of interviewing famous industry composers and sound gurus, “and everybody had a lot of time to talk.” He reveals the one interview question that always gets a surprising answer from his guests, and how much he learned from them about the audio industry. “I'm a perpetual learner and I'm highly intellectually curious,” he explains, and then adds, “more curious than intellectual.”

Getting Better Every Day

Just what sort of companies need a sonic identity and branding strategy? “Most of the people that I talk to that are in the business,” Dr. Allan recounts from those interviews, “think everyone needs one, and then they're very quick to point out that they shouldn't have one if they think it's just a logo.” We talk about the evolving role of sound in modern media, from the vital role it plays in such movies as Jaws and Titanic to how it’s completely transformed modern movie trailers. “The people that realized that have been able to maximize that and continue to maximize that,” he explains about the power of sound as a storytelling and branding tool, “and that's why it's seemingly getting better every day.”

Ebbs and Flows

We talk about sonic branding and how companies like Snapple rely just as much on sound recognition as they do logos and visual marketing. “A student actually brought that to me,” he recalls, “and he did it on Snapple, and how he misses the glass bottle and snap cap.” We discuss Coca-Cola's success in selling the sound of its cola to consumers and how its sonic strategy compares with its longtime rival Pepsi, which focuses more on musical branding and pop culture. “I think it's the same way,” he says, “that popular music in advertising sort of ebbs and flows with logos and with jingles.”

Episode Summary

Dr. Allan’s memories of sound and experiences as a young DJ
How David found his calling as a teacher and marketing professor
The process of writing and researching Super Sonic Logos
How sonic branding has reshaped the entertainment industry
Famous sound logos and strategies for a successful audio brand

Check back next week for the second half of the interview as we talk about some of the twists and turns that famous audio logos like McDonald’s and Intel had along the way, the challenge of measuring a marketing campaign’s success, and the surprising role NFTs might play in audio’s future.

Connect with the Guest:

Website: https://www.sju.edu/faculty/david-allan/

Follow David Allan on Facebook: https://www.facebook.com/dave.allan.127/

Connect with David Allan on LinkedIn: https://www.linkedin.com/in/david-allan-1a26187/

Follow David Allan on Twitter: https://twitter.com/dallan1000/

Find David Allan’s Books Here: https://www.businessexpertpress.com/books/super-sonic-logos-the-power-of-audio-branding/ (Enter code MUSIC10 at checkout for 10% off)

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Directional Audio: Hearing is Believing

Wed, 06 Jul 2022 06:00:00 -0400

Advertising’s come a long way from the television jingles and old-fashioned radio spots of decades past. In the age of social media and targeted algorithms, the ads you see and hear online are very often tailored to your particular user profile. Of course, that’s just when you’re online. But what if it wasn’t? What if, while you’re out shopping or walking down a crowded street, you heard an ad aimed specifically at you, an ad that nobody around you could hear?

It might sound like something out of a particularly surreal science-fiction movie, but directional audio technology’s already being used in everything from billboard ads and street kiosks to grocery stores and museum exhibits. Some of the most surprising audio breakthroughs over the past few years have involved sound perception, the art of controlling just who hears a particular sound and where that sound seems to be coming from. For sonic branding, directional audio can mean the difference between just hearing an ad as a listener and engaging with it on a more personal level.

One of the very first uses of directional audio in advertising was back in 2007, and it gave pedestrians in New York quite a start. It was a billboard for the spooky reality TV show Paranormal State, and people who walked directly in front of the billboard would hear ghostly voices whispering in their ears. Anyone else who wasn’t in just the right spot, no matter how close by they might be standing, couldn’t hear anything. The directional audio portion of the campaign only lasted a week, but that week made headlines.

Just a month later the same technology was featured in the Brooklyn Historical Society’s exhibit “In Our Own Words: Portraits of Brooklyn’s Vietnam Veterans,” allowing visitors to hear a recording of each veteran’s personal story by standing directly in front of their portraits, without anyone else being able to hear them. It ran for a year, and since then directional audio’s been used for other museum exhibits, convention booths, and even to sell bananas in New Zealand supermarkets, where sales increased by over 130%.

If you’d like to see a short video of such a display in action, and the dramatic difference that standing just a few inches off to the side can make, just check out the link on my blog:

https://www.youtube.com/watch?v=sXxIApwIiqM

As for just how directional sound technology works, it’s a fascinating subject: you could almost call it a sonic laser beam. Ultrasound beams are created and aimed at the precise spot where the sound should be heard, and they’re so intense that they distort the air itself as they move through it, creating lower frequency sound waves that our ears can detect. Like a laser, the effect only works along the beam’s path, so only the people who are meant to hear the sound will notice it. For everyone else, it’s just silence.

Ultrasound isn't the only way to trick the brain into hearing sounds that seem to come from nowhere. Another startling form of directional sound delivery is binaural audio, a technology that's more than a century old but has only come into its own over the past decade. Unlike surround sound, which relies on the listener setting up an array of speakers, binaural audio uses a simple pair of headphones to simulate a three-dimensional soundscape that seems to surround the listener. Sounds can come from in front of them, behind them and all around them in ways that might seem impossible.

For a spooky demonstration of binaural audio’s ability to immerse the listener, you can find a link here to a short audio journey through a haunted hospital. There’s nothing too scary or graphic to worry about, but you’ll want to wear headphones to truly appreciate the 3D audio effect. And you may want to keep an eye on the volume: some of the sound effects can get pretty loud:

https://www.youtube.com/watch?v=MytAOmbnLpg

Binaural audio is created by using two microphones covered by a filter that’s molded into the shape of a pair of ears, to capture the sound precisely the same way as our own ears. Often the microphones are built into a dummy head, a technique called, not surprisingly, dummy-head recording. Each microphone can detect subtle differences in the separate sound waves that reach them, from their pitch and timbre to their volume, and when both tracks are played back at the same time, our brains can use those audio cues to create the illusion of a soundscape all around us, even with only two speakers.

Binaural audio’s become one of the leading edges of online and digital audio. Amazon Music just added a spatial-audio playback feature this past October while Sony has made its proprietary 3D audio software, which can simulate dummy-head recording effects for virtual sounds, a core feature of the Playstation 5. It’s also an option in the listening experience of Clubhouse! It’s become very popular among ASMR artists and ambient sound videos, and virtual concerts have even been recorded using this technique.

There's a video link here of a binaural audio walk through New York, as well as a short discussion of some of the different ways that 3D audio is reshaping the industry:

https://www.youtube.com/watch?v=Yd5i7TlpzCk

As our soundscapes become more and more entwined with our daily lives, the opportunity to craft finely tuned audio content on an individual level and forge a deeper connection with the listener has never been greater. When it comes to sonic branding and marketing in the 21st century, it isn’t just a matter of what’s being said and how it’s said, but how the sound itself is being delivered.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

Finding the Fix: An Interview with Aaron Matthews - Part 2

Wed, 29 Jun 2022 06:00:00 -0400

“It's about doing something that's relevant to that brand that makes people, you know, have intrigue and then go either search for it or find out more information.” -- Aaron Matthews

This episode's the second half of my interview with audio branding expert and creative director Aaron Matthews as we talk about how Creative Fix goes about crafting the perfect brand sound, the secret to hosting a successful branded podcast, and the surprisingly retro future of audio branding.

Open to Everybody

We begin the second half of our interview with a look at Creative Fix’s process for working with clients and guiding them through the creative process, at the role audio mood boards play in the brainstorming process, and how long it might take for all the different elements to come together. The conversation turns to audio branding, and its untapped potential, particularly on a local level “I think brands are at the start of waking up to it. Very few brands do it well, to be honest, but I think it's open to everybody.”

Bringing Jingles Back

The topic shifts to both the past and future of audio branding, and to how jingles, the hallmark of audio branding in the '80s and '90s, might make a comeback in the digital age. "I think there's an opportunity," Aaron says, "and I think we can do it in a 2022 way." As he jokes, "I think it's time to bring back the jingle. I'm going to start a campaign." Aaron explains that the key to audio marketing is to do the unexpected: “Let's do less copy in those ads and more sound design, let's do the jingles and the sonic identities and the stuff no one else is doing because that's how you stand out.”

The Tip of the Iceberg

As the episode comes to a close, we talk more about branded podcasts and the role they play in company branding and the tricky balance of creating brand recognition without selling a product. "There's a lot of opportunities," Aaron says, "and I think there are a lot more branded podcasts coming, and I think we're just at the very, very tip of the iceberg." We wrap things up with a look at social audio apps like Twitter Spaces and Clubhouse, and the role they might play in the future of audio branding and marketing on social media. As he puts it, "it's the idea that it's meant to be for everyone, and that everyone can jump in and have that conversation and that's the important thing about it."

Episode Summary

The process of creating an audio brand from start to finish
The rise and fall of jingles and how they could make a comeback
Branded podcasts and how to successfully market without selling
How social audio is opening the media landscape to everyone

Connect with the Guest

Creative Fix Audio: https://creativefixaudio.com/

Connect with Aaron Matthews on LinkedIn: https://www.linkedin.com/company/creative-fix-audio/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Finding the Fix: An Interview with Aaron Matthews - Part 1

Wed, 22 Jun 2022 06:00:00 -0400

“Production companies make these amazing videos and then go ‘oh, we need to think about some music and stuff,’ and it sort of like becomes a bit of a rush. But actually, when you think about it at the same time as pre-production and you start planning out how the sound's going to work with the visuals, it elevates the video so much. And you'll know this if you've ever watched some of the latest prints, like the new James Bond trailer, and if you listen to the actual sound design on that and what's included over the top, it just takes to another level.” -- Aaron Matthews

This week’s guest is an audio branding expert who’s worked for some of the biggest media brands in the UK, including BBC Radio 1, Global Radio, and Bauer. He’s fine-tuned his understanding of how consumers interact with brands at a content level, and the company that he founded, Creative Fix, develops unique audio advertising content that’s relevant, distinct, and memorable.

His name is Aaron Matthews, and he has a lot to share with us in this interview about the current state of the advertising industry, especially when it comes to effective audio branding.

Altering Your Emotions

Regular listeners know that we usually start the interview off with a look back at my guest's earliest memories of sound, and Aaron shares the '80s music that his parents listened to with him as a child, from INXS to George Michael, and how, as a teenager, a CD of Gustav Holst's The Planets opened his eyes to the power of music. “What an amazing sound,” he describes it, “and you know how emotional that music is and how it moves you, and I remember hearing this as a teenager and thinking ‘wow, I've never heard anything like that before and it's amazing.’” He tells us how he went on to become a DJ, and how that experience taught him the profound connection between music and its listener. “At the simplest form,” he explains, “you're altering someone's emotions through music.”

Doing Things Digitally

We talk about the differences between traditional radio advertising and digital audio, and how digital audio’s more personal podcasts have created a new kind of audio market. “Radio,” Aaron tells us, “from its conception, is a shared listening experience... and advertising hasn't really changed in radio because of that." He explains that over eighty percent of digital audio is heard through headphones, and how new audio technology like 3D audio opens up unique branding possibilities. “That presents lots of really interesting opportunities for us,” he says, “in what we can do with sound generally, and we can actually do things with sound that we never could in radio because you'd miss them.”

Transporting the Listener

“There's so much more we can do with sound than we can do in radio,” Aaron continues as we talk about digital audio marketing. “You can put people in different places using really great soundscapes.” He tells us how silence is an underused but particularly effective tool in digital audio, and how binaural audio effects have helped transform such diverse soundscapes as ambient horror movie tracks to a recent New Zealand tourism campaign. “Before you even speak one word of copy or the voiceover even starts speaking,” he says, “you've transported someone through their imagination.”

The Sound of Consistency

As the first half of our interview concludes, we talk about how corporations use a combination of consistent branding and versatile audio to create an effective sonic brand. “The simplest form of audio branding is if you look at someone like McDonald's,” Aaron says, is that “it's very consistent.” We take a look at the audio branding strategies of such companies as McDonald’s, Intel, and British telecommunications giant O2, and at the strategies Creative Fix uses to create audio logos that have both a consistent synergy and the flexibility to fit into a variety of marketing strategies.

Episode Summary

Aaron’s musical upbringing and career as a London DJ
The differences between radio advertising and digital audio marketing
How digital listening habits are changing audio branding
Using soundscapes and ambient audio to transport the audience
The key to creating a consistent but versatile sonic brand

Tune in next week for the second half of the interview as we talk about audio mood boards, the rise of branded podcasts as a sound marketing strategy, and the past and future of the radio jingle.

Connect with the Guest

Creative Fix Audio: https://creativefixaudio.com/

Connect with Aaron Matthews on LinkedIn: https://www.linkedin.com/company/creative-fix-audio/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Making Music Fun: An Interview with Nick Morrison - Part 2

Wed, 15 Jun 2022 06:00:00 -0400

“People don't forget that stuff. They remember people that blow their minds. They won't necessarily remember the music, people won't remember the thing that you did, but they'll remember the way that you made them feel, whether that's by your actions or by the actual emotion that you've imparted to them via your music, or your sound, or whatever it happens to be.” -- Nick Morrison

This episode's the second half of my interview with bestselling author, professional musician, teacher, session artist, and composer Nick Morrison, as we talk about the process of turning imagery and emotion into sound, the importance of networking and building relationships, and about the most valuable advice he has to offer about navigating a freelance career in the digital age.

Making it More Purple

As the second half begins, Nick and I talk about some of his memorable experiences with building an audio brand, including one particularly tricky suggestion. “His last note,” Nick recalls, “and this drove me crazy, was 'can you make it sound more purple?” He reveals the answer to that mysterious request and we discuss a study, linked below, that showed how it’s audio, not video, that plays the biggest role in making or breaking a viewer’s experience. “Once you get better,” he explains as we talk about advances in audio technology, “you can't go back with audio. There's something in the human ear that, if you hear poor quality audio, it immediately turns off your brain and you stop listening.”

Always Say Yes

We also look at the role networking and building a positive reputation in the industry can play, and how online resources such as Taxi.com can help. “Places like that can get you a lot further, faster,” he says, “than just trying to put your stuff on one of the numerous websites that are just a repository of the world's garbage. And that sounds harsh, but it's like a needle in a haystack.” He also tells us his approach to forging lasting relationships with clients who are just starting out. “If I have a job offer or an opportunity that comes up, as long as it doesn't hurt me financially or embarrass myself or my family in some way, shape, or form, I will say yes. Say yes to as much as you can.”

The World at Our Fingertips

Nick also offers advice on navigating the financial aspects of freelance audio based on his own experiences as a musician, and we talk about his bestselling, and unorthodox, instructional books on playing the guitar. “One of the biggest problems that I find,” he explains, “is that music is taught the same way as it was written down in the late 1700s.” Our interview concludes with Nick’s advice to anyone who’s looking to follow their dreams and make a living online. “We've got the internet and the world at our fingertips. There is no need to box yourself in and say ‘I am only this.’”

Episode Summary

The importance of sound in building a mood and creating a positive impression
Meeting the challenge of online networking and building client relationships
Financial tips about audio revenue and royalty income
How Nick’s working to bring music training into the 21st century

Connect with the Guest

Nick’s Morrison Media Website: https://morrisonmediagroup.com/

Nick’s Guitar Dojo Website along with a free copy of Nick’s book Essential Chords and Scales for Guitar for new email list subscribers: https://guitardojo.ca/

Follow Nick Morrison on Facebook: https://www.facebook.com/groups/theguitardojo/

Connect with Nick Morrison on LinkedIn: https://www.linkedin.com/in/jnmorrison/

Follow Nick Morrison on Twitter: https://twitter.com/samuraifingers/

Subscribe to Nick Morrison on YouTube: https://www.facebook.com/groups/theguitardojo

Nick’s book Guitar Fretboard Memory Magic: Painlessly Memorize All the Notes on Your Neck Forever for Instant Recall: https://www.amazon.com/dp/B08T43569M/

Nick’s book Basic Music Theory for Guitarists: The Plain English Guide for Beginner to Intermediate Guitar Players: https://www.amazon.com/dp/B09BGN8Z4S/

Audio Engineering Society’s study “The Influence of Video Quality on Perceived Audio Quality and Vice Versa” (the study itself is behind a paywall, but the abstract can be read for free): https://www.researchgate.net/publication/243786211_The_influence_of_video_quality_on_perceived_audio_quality_and_vice_versa/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Making Music Fun: An Interview with Nick Morrison - Part 1

Wed, 08 Jun 2022 06:00:00 -0400

“One of my Berklee professors, one of my favorite things that has stayed with me from my time there, said 'you know, Nick, a bad day playing music is still better than a good day doing just about anything else.'" -- Nick Morrison

This episode's guest is an Amazon #1 bestselling author and a professional musician, composer, teacher, voice actor, YouTube creator, actor, and a music and media consultant from Calgary Alberta. He's toured throughout the United States, Canada, and Japan as a guitarist, worked as a session musician, and as a writer and composer for Warner Bros, Universal Studios, Sony, MTV, ABC, NBC, HGTV, and HBO, among others. He was educated at the Berklee College of Music in Boston, Massachusetts, where he studied guitar performance and music business management.

In 2021 he began writing guitar instructional books and continues to bring his love of the instrument to as many people around the world as possible. His name is Nick Morrison, and our discussion runs the gamut from music, to sound design, to audio branding and everything in between.

Getting into Sound

We start things off with a look back at Nick’s earliest impressions of sound, and he tells us about his mother’s lifelong love of music and his happy memories of growing up in a musical family. He talks about the surprising influence the original Super Mario Bros. had on his lifelong career and how it inspired him from an early age to devote himself to music. “It was at that point that I really decided,” he tells us, “that I was like ‘I'm going to do something with music.’ I didn't have the vocabulary then to know specifically what I wanted to do, but I knew that I wanted to get into sound.”

The Cat and the Piano

“A cat can jump on a piano," Nick jokes as we talk about his early music lessons, from the violin to the piano to his first guitar, "and it'll sound good." He tells us about the unique musical challenges and rewards that each instrument offers and how he's come to embrace his role as a teacher and focuses now on helping people who might be returning to their love of music after a long career elsewhere. "What can I give to those students," he says, describing his approach to teaching new musicians, "that in those fifteen minutes they can get the most out of the time they have with their instrument as possible?"

Making Music Online

We also take a look at remote learning, online groups, and how our post-COVID shift to virtual lessons and meetings has changed the musical landscape. "I can't think of a single industry," Nick says, "that doesn't have at least some computer animation or computer modeling or computer monitoring or computer connectivity to keep us in touch and to help us with our jobs." He gives us a few examples, such as how his Guitar Dojo Facebook group works to make learning about music fun for its members and listeners alike. "My mission statement," as he puts it, "is to make music fun again."

With Music and Sound

The conversation turns to some of the old computers we grew up with, and how MIDI controllers and digital sampling have transformed the creative process. We talk about some of the television and advertising themes he most admires, and about how licensed compositions compare to life on the musical road. “I'd rather be playing guitar,” he says, “writing music, talking about guitar, teaching guitar, composing music… something to do with music and sound and the thing that I love.”

Episode Summary

Nick’s memories of sound and experiences with video game music
How different instruments can result in different creative approaches
Nick’s focus as a guitar instructor on helping students reconnect to music
Teaching and performing music in the age of virtual learning
The blurry lines between modern commercial and creative music

Connect with the Guest

Nick’s Morrison Media Website: https://morrisonmediagroup.com/

Nick’s Guitar Dojo Website along with a free copy of Nick’s book Essential Chords and Scales for Guitar for new email list subscribers: https://guitardojo.ca/

Follow Nick Morrison on Facebook: https://www.facebook.com/groups/theguitardojo/

Connect with Nick Morrison on LinkedIn: https://www.linkedin.com/in/jnmorrison/

Follow Nick Morrison on Twitter: https://twitter.com/samuraifingers/

Subscribe to Nick Morrison on YouTube: https://www.facebook.com/groups/theguitardojo

Nick’s book Guitar Fretboard Memory Magic: Painlessly Memorize All the Notes on Your Neck Forever for Instant Recall: https://www.amazon.com/dp/B08T43569M/

Nick’s book Basic Music Theory for Guitarists: The Plain English Guide for Beginner to Intermediate Guitar Players: https://www.amazon.com/dp/B09BGN8Z4S/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Musical Alchemy: An Interview with Eric Singer - Part 2

Wed, 01 Jun 2022 06:00:00 -0400

“One of the wonderful things about music is that it's by and large pretty universal, you know, when almost any culture will perceive a minor chord as something that feels sad. Even my 4-year-old son can identify that as 'oh that's sad.’ But there are more subtleties too, you know, and that may affect instrument choice, it might affect tempo, and it might affect chord progression.” -- Eric Singer

This episode is part two of my interview with audio producer and creative director Eric Singer as we discuss the advantages of virtual audio presentations, the challenges independent artists face in an increasingly online industry, and some surprising new advances in advertising technology.

Creating Music and Sound

We start the second half of the interview with a discussion of how the industry has changed over the past few years, and how virtual conferences and Zoom meetings have all but replaced direct presentations. Eric tells us some of the limitations, as well as a few unexpected advantages, of online audio demonstrations, and how Coupe Studios is rising to the challenge of bringing authenticity to audio branding and marketing. “We discovered along the way,” he says, “that we really, really enjoy applying that authentic creativity, that art form of creating music and sound, to advertising.”

A Whole New World

The topic turns to the indie bands that Coupe Studios also supports, and how social media and the new sonic landscape have impacted smaller bands and artists. “It's a whole new world out there,” Eric notes, “but I think the plus side of that is that there's so much content, not just advertising, podcasts, streaming video... there is so much content that needs music. There are infinitely more opportunities to get your music heard.” He also tells us about Coupe’s strategy for localizing jingles for companies all over the world, and how collaboration is the key to a successful sound design. “We try to make it a pretty big party where we get input from anybody who has something valuable to bring to the table.”

For Your Ears Only

As the episode comes to a close, we look at the new technologies that might change the advertising industry in the near future. “One thing that I believe we're going to see much more of,” Eric tells us, “in probably the fairly near future, is hyper-targeted, out-of-home advertising,” such as directional sound technology that can send targeted audio messages to a single individual within a crowd, and new ultrasound systems that can expand its reach to cover each and every customer in a store. “Now that the cost is starting to come down,” as he puts it, “advertising is the obvious application.”

Episode Summary

How virtual presentations have changed Eric’s approach to audio
Coupe Studios’ journey from classic rock studio to brand compositions
The challenge indie artists face in the digital music industry
Directional sound technology and the future of audio advertising

Connect with the Guest

Website: https://coupestudios.com/

Connect with Eric Singer on LinkedIn: https://www.linkedin.com/in/eric-singer-audio/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Musical Alchemy: An Interview with Eric Singer - Part 1

Wed, 25 May 2022 06:00:00 -0400

“There are generally two things that I want to focus on when presenting the creative to a client. First, and I think the most important, is the why: what is the justification for why we have done this or why we've included this instrument, why we're including this long breakdown section, why this tempo, whatever it is.” -- Eric Singer

My guest's first love in this episode was audio, but it took him a while to get back to it. He's been with Coupe Studios for sixteen years, and before that he spent time as a magazine editor, a photographer, and even a semi-pro football player. Now a partner at Coupe, he's focusing specifically on sonic branding and music for advertising and film. His name is Eric Singer, and I'm looking forward to hearing what he has to say about where audio branding is now and where it's heading into the future.

How does he let their clients know that their audio is important? How does Coupe Studios differentiate itself in a steadily growing audio-forward market? If you’re trying to decide why audio branding is important for your company, this discussion will give you a firsthand look.

A Multisensory Experience

We begin the interview with Eric’s account of his earliest memories of sound, a Fischer-Price turntable that he used as a child to play the classic Beatles album Sgt. Pepper's Lonely Hearts Club Band. As he puts it, its unconventional sound design and ambient effects “planted the seed for me in terms of a love of audio.” He goes on to recount his very first experience as a radio DJ during high school. “It was this multisensory experience,” he says, “where you're looking at the album art [and] you're reading the liner notes. The center of it was the music, but I loved talking about it just as much.”

Digging in Deep

Eric tells us about how he discovered his affinity for editing and production, and how it led to his role as an audio producer. “We have this extremely talented, dedicated team of composers and sound designers,” he explains, “and my job is to stay out of their way.” We talk about how he works with clients to help them understand and navigate the sometimes overwhelming process of finding just the right creative strategy. “There's no better way, I think, to emphasize the value in what we do than working collaboratively with the client or with the agency and really digging in deep.”

Flying Below the Radar

Next, we look at the process of building a sonic brand for a client, whether it's a new company that's starting from scratch or a major brand like McDonald's with an established audio brand. Eric explains that a new brand can offer more room to create a unique sonic identity: as he puts it, "it's nice in the sense that we can often get involved before they've really thought things through." We also talk about how easily audio is overlooked, and how that can sometimes be as much an opportunity as a challenge. "It's a tricky position to be in," he says, "but it's also kind of fun to fly below the radar."

The Emotional Aspect

“The second piece of it," Eric says about the two parts of creating a sonic brand, "is the emotional and the subjective aspects of it." We discuss how individual experiences and impressions, everything from cultural nuance to an unpleasant memory, can have a powerful impact. "The idea of something totally subjective killing a really great piece of work can be really scary," he says while telling us how he guides clients in making the right decisions when it comes to crafting a unique brand.

Episode Summary

Eric’s early experiences with radio production and advertising
The secret to being a successful creative producer
The importance of practical and original sound elements
Designing a new sound vs. working with an existing brand
Navigating the subjective side of audio composition

Check back next week for part two of our interview as Eric and I talk about how our post-pandemic world has changed his presentation strategy, how Coupe Studios works to support indie bands as well as sonic branding, and some of the most cutting-edge developments in audio technology.

Connect with the Guest

Website: https://coupestudios.com/

Connect with Eric Singer on LinkedIn: https://www.linkedin.com/in/eric-singer-audio/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

A Sound Connection: An Interview with Dan Friedman - Part 2

Wed, 18 May 2022 06:00:00 -0400

“It bothers me so much to see companies out there that are taking advantage of people or, you know, preying on their hopes and dreams. I mean, I have never, ever told anybody that this was easy, as being a voice actor, and I never told them that it was fast. I've always said that it's a crock-pot career, it's not a microwave meal." -- Dan Friedman

This episode is the second half of my interview with audio engineer, voiceover coach, and author Dan Friedman as we talk about voice performance, the changes the pandemic has brought to the voice recording industry, and how his family helps inspire him as a voice teacher.

An Expressive Job

We start the episode with Dan’s practical vocal advice on everything from breathing through your diaphragm to staying hydrated, and a look at the differences between voice and television acting, something he’s particularly familiar with after filming a television pilot. “It's expressive,” Dan says about voice performance. “This is an expressive job, so it doesn't really work so well on camera, but it works really well for voiceover.” Dan also talks about how he’s working to preserve some of the unique qualities of voiceover that might get lost in the age of new media and streaming video. "I'm old enough that I can certainly help teach a new generation how to be the best that they can be at this and help communicate more effectively because we really are losing a lot of that in our society."

Communicating Your Intentions

Dan tells us about some of the more memorable clients that he’s helped with communicating their intentions, and how a good performance brings the words on the page to life. “When you're not communicating that and you're just reading the words off the page,” he says, “obviously it's not really moving anybody. But when you're trying to present these things, let's present them in a way that people want to connect with it emotionally.” We also look at how the pandemic has changed the home studio market and made the technical aspects of voiceover, from soundproofing to microphones, more accessible than ever before. “Now it really comes down to talent and the environment they're in,” he explains, “and to how they ultimately sound and whether they'll be able to do all that.”

No Day is the Same

As the interview comes to a close, we share anecdotes about how, in voiceover, no two days are the same, and Dan takes the opportunity to tell us more about his family. “I've got the platform,” he jokes, “so I'm going to brag on my kids for a second.” He tells us about his wife and children, and how their support has inspired him as a voice coach, “If I can turn out kids that are this good,” he says, “I must be able to teach somebody something.” We end the show with a look at some of his upcoming projects and how you can get in touch with him. As he puts it, “I love seeing great people being successful.”

Episode Summary

The distinctive challenges of video and audio performances
How streaming video and social media are changing voiceover
Effective audio communication and bringing a script to life
How Dan’s family has inspired him and how to reach out to him

Connect with the Guest:

Website: www.Sound4VO.com

Follow Dan Friedman on Facebook: https://www.facebook.com/dan.friedman.sound4vo

Connect with Dan Friedman on LinkedIn: https://www.linkedin.com/in/danfriedmanvo/

Dan has also very kindly offered a $30 discount on your 1st coaching session with him - or 1 free session if you book 12 -

through The Studio resources page that you gain access to after subscribing to the podcast newsletter at https://audiobrandingpodcast.com .

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

A Sound Connection: An Interview with Dan Friedman - Part 1

Wed, 11 May 2022 06:00:00 -0400

“But we do have to remember that when we are communicating, when words are coming out of our mouths and reaching somebody's ears, that's a connection, that's a strong connection, and if we are not really believing in the things that we are saying, or feeling the things that we are saying, or able to create a feeling that's strong, then that connection won't be strong enough. And that's really important in both communicating and advertising and providing information, and all of the things that we do as voice people. We are communicators first and foremost, always.” -- Dan Friedman

This episode's guest has been in the voiceover industry for nearly two decades, voicing projects for Crowne Plaza Hotels, Hulu Plus, Walmart, Hardees, Aetna, and many more, and a professional audio engineer for twenty-five years. He's produced, directed, and provided his voice to thousands of audio productions, and in 2010 he published a book called Sound Advice: Voiceover From an Audio Engineer’s Perspective. A first of its kind in the industry, the book covers audio engineering and studio session etiquette as it relates directly to voiceover talent.

He continues to write a popular blog on his website, Sound4VO.com, and he's a well-known voiceover coach, teacher, and home studio consultant., as well as a certified coach in the Roger Love Voice Method. His name is Dan Friedman, and I'm looking forward to sharing his perspective on how we can learn to better communicate. He's seen it all, from both sides of the glass, so I know he has lots of golden nuggets to share.

Hearing and Getting It

We start things off with a look at Dan's earliest memories of sound. He tells us about the first song he ever fell in love with and the chills that Mary Clayton's voice in "Gimme Shelter" still gives him. He recalls his early career, and how a surprise job opportunity as an audio engineer inspired him to pursue a deeper understanding of the science of sound. "Here I was," he says, "working for these big acts at times, and just thinking 'I get it, but I don't get it. I can hear it, but I don't get it."

An Emotional Connection

Dan tells us about his experience becoming a certified Roger Love Voice Method coach, how he discovered an unexpected talent for singing, and the further insight it gave him into the different elements of voiceover and voice performance. “All of these things,” he explains, “are interesting nuances that I can add to my repertoire of coaching and direction, and that’s just really been transformational.” But the most important aspect of voiceover is something less tangible: “To be successful,” Dan says, “you have to have an emotional connection in some way.”

We Are Communicators

We continue as Dan elaborates on the emotional core and personal connection that voice can provide between the speaker and listener. He explains how a voice coach can help with forging that connection, and talks about some of the mistakes that even highly trained professional voiceover artists can make. As he puts it, "people don't hear their own voices that way. So when you work with a coach, when you work with a director, they're able to steer all this so that it's a cohesive package."

All the Pieces of the Puzzle

The first half of our interview ends with a look at how a flexible tone and sense of nuance can bring a script to life, how experienced performers can sometimes find the process even more of a challenge than artists who are just starting out, and how a voice coach can help them both. "Part of the benefit of coaching," Dan says, "is that we get you to slow down and think a little bit, so that we can make sure that you're putting together these things so that all the pieces of the puzzle are there."

Episode Summary

Dan’s first musical love and how he became a sound engineer
His experience with the Roger Love Voice Method
Forming an emotional connection with the power of voice
How directors can help create a more dynamic performance
Finding the heart and the story inside each script

Be sure to tune in next week for the second part of our interview as Dan offers some practical public speaking advice, as we talk about the differences between video and audio roles and how social media is blurring the lines. We also take a more personal look at his life as a proud husband and father.

Connect with the Guest:

Website: www.Sound4VO.com

Follow Dan Friedman on Facebook: https://www.facebook.com/dan.friedman.sound4vo

Connect with Dan Friedman on LinkedIn: https://www.linkedin.com/in/danfriedmanvo/

Dan has also very kindly offered a $30 discount on your 1st coaching session with him - or 1 free session if you book 12 -

through The Studio resources page that you gain access to after subscribing to the podcast newsletter at https://audiobrandingpodcast.com .

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Musical Branding: An Interview with Sam Parvin - Part 2

Wed, 04 May 2022 06:00:00 -0400

“Tap into who your consumer is, really know. And I don't mean like ‘males 25-34 years old who live in cities.’ No, it's like ‘what's important to this person, where do they spend their time,’ you know, those kinds of things, really thinking about who that person is and then what your company's role, what your brand's role, plays in their lives. And then, just naturally, you know how music can kind of work in there, and I think from there you'll start to see some natural potential opportunities. And if you brainstorm that internally with your colleagues, I think some things will just shake themselves out.” -- Sam Parvin

This episode's the second part of my interview with music supervisor and branding expert Sam Parvin as we talk about how different branding perspectives can lead to very different licensing strategies, Sam’s three best practice steps when it comes to music branding, and how a more fluid and mobile audio landscape is creating both new challenges and opportunities for musical marketing.

As always, if you have any questions for my guest, you’re welcome to reach out through the links in these show notes. If you have questions for me, just visit www.audiobrandingpodcast.com where you’ll find all sorts of ways to get in touch. Plus, subscribing to the newsletter (on the www.audiobrandingpodcast.com webpage) will let you know when the new podcasts are available.

What Your Music Means

We begin the second half of the interview with a look back at some of Pepsi and Coke's most famous advertising campaigns, and how their distinct marketing strategies and approaches to branding led to very different choices when it came to licensing music. "They're using music in different ways," she explains, "because of what their brand DNA is as well as the campaigns that they're working on at different times." She tells us how a famous song isn't always the best marketing choice and shares a success story that came from adapting a licensed composition to meet her client's needs.

A Living, Breathing Vessel

“Your brand is a living, breathing vessel,” Sam tells us, “and so too is your music strategy.” Music, she explains, has a more dynamic, versatile quality than more visual forms of marketing, and how there’s a much more diverse range of music and audio inspiration available out there than many companies have considered. “They're getting their music choices either from Spotify or production libraries,” she says. “But there is an entire world of amazing music in between those two.” We talk about her three best practice tips when it comes to audio branding, from finding your company’s musical point of view to making sure that you have somebody overseeing your musical brand from start to finish.

The Democratization of Music

We wrap up the interview with a look at what she calls the democratization of music, and how everything from Spotify playlists to innovations in augmented reality are changing the role music and musical branding plays in our lives. As she puts it, "brands' biggest challenge now is being flexible and being able to move quickly, because the whole world is moving quickly." We talk about the deepening connection between musical branding, marketing, and culture, and how they're only becoming more interconnected over time. "They're the ones who are telling us what's okay in the world and what's acceptable in the world," Sam notes. "It's a great responsibility that we have as marketers."

Episode Summary

Marketing strategies and meeting a wide variety of musical needs
The dynamic quality of music and its cultural flexibility
Sam’s three best practice steps for a successful musical brand
The future of music marketing and how branding shapes the world

Connect with the Guest

Website: www.parvin-music.com

Follow Sam Parvin on Facebook: https://www.facebook.com/parvinmusicusmx

Connect with Sam Parvin on LinkedIn: https://www.linkedin.com/in/samparvin/

Follow Sam Parvin on Twitter: https://twitter.com/samparvinmusic

Click here to download Sam's “Choosing the Right Music for Your Brand” worksheet: https://voiceoversandvocals.com/wp-content/uploads/2021/12/ParvinMusic_MusicPOVWorksheet_Blank.pdf

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Musical Branding: An Interview with Sam Parvin - Part 1

Wed, 27 Apr 2022 06:00:00 -0400

“The way that advertising agencies, for example, are structured now is still based on the Mad Men era where only billboards and print existed. So we have an art director and a copywriter on every project, but we don't have a sound person, we don't have a sound director. And so much of the way that we interact with the world, or 'consume' content, is through audio. I think it's just about thinking about us as humans, and how we intake information and interact with external things in our world, and audio is just always there.” -- Sam Parvin

This episode's guest specializes in helping senior-level brand marketers use and strategically execute music to create a stronger brand that also creates value for their consumers. She's a globally-awarded music supervisor for brands like Coca-Cola, Maker's Mark, Corona, and GMC, and she's passionate about sharing her very specialized expertise in navigating the music licensing space to help people inspire the world with their marketing communications.

Her name is Sam Parvin, and if you’ve been wondering how you can use music to enhance what your brand offers to the world, this is going to be a discussion you'll definitely want to hear.

Music Has Been My Path

The interview starts with a look back at the way sound shaped Sam’s earliest memories from the soothing lull of watching televised golf with her grandfather to the Bonnie Raitt concerts and her first job handing out band flyers in Atlanta. She remembers studying the business of art in college and how it connected her back to the music industry. “I didn't realize I was the person who always knew what I wanted to do,” Sam tells us, “but in retrospect, music has always been my path.”

Making an Impact

“My clients typically come to me and say ‘we've got this new project, here's what we're trying to achieve with it, we know we need music: help.’” Sam goes on to talk about how her early career led to a deeper appreciation for working directly with her clients and helping to perfect the audio identity for each one’s particular brand. “I saw an opportunity,” she recalls, “for brands to mainly structure the way that they handled music differently, to be more effective and also efficient.”

Emotional Beings

We go on to talk about the importance of sound and how deeply it influences people and emotionally connects us with them in ways that go beyond the marketing lingo. Sam tells us about the importance of knowing what the brand means to the world, and how she works with her clients to make sure that the right music is licensed, adapted, or even composed from scratch to fit their marketing needs and connect with their audience. “The people who are in charge of or own who the brand is for the world,” she tells us, “…should also be clear on what that looks like from a music and audio perspective.”

Audio is Always There

As the first half of our interview ends, Sam talks about how brands have their own personalities and, even without a jingle or slogan, sound plays a vital role in expressing that identity. We discuss the tools she uses to find a brand’s personality, from workshops and interviews to a worksheet you can download by following the link below. “Audio is always there,” she explains, “and music is very often, and so that's why it's always important to have music in production.”

Episode Summary

Sam’s early life and the sounds that have stayed with her
Helping clients find the right audio marketing for their brand
How Sam’s career has given her deeper insight into her clients’ needs
Using sound to engage an audience on an emotional level
Audio branding’s integral role and importance in our daily lives

Stay tuned next week for the second half of our interview as we talk about Sam’s process for putting together licensed and original music for her clients as well as some of her most recent success stories, and where she sees commercial music and sonic branding heading in the future.

Connect with the Guest

Website: www.parvin-music.com

Follow Sam Parvin on Facebook: https://www.facebook.com/parvinmusicusmx

Connect with Sam Parvin on LinkedIn: https://www.linkedin.com/in/samparvin/

Follow Sam Parvin on Twitter: https://twitter.com/samparvinmusic

Click here to download Sam's “Choosing the Right Music for Your Brand” worksheet: https://voiceoversandvocals.com/wp-content/uploads/2021/12/ParvinMusic_MusicPOVWorksheet_Blank.pdf

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Signature Sounds: An Interview With Jon Brennan & Sean Beeson - Part 2

Wed, 20 Apr 2022 06:00:00 -0400

“Through our research, we also found that anything beyond four notes, if we were to create a pattern that had more than four notes in it, that it started to sound too much like a jingle and just out of place for an automobile. Automobiles really just had single-tone dings, and so we knew we couldn't stray too far from that, or we would start sounding too much like a cell phone or something out of context." -- Sean Beeson

This episode continues my interview with Jon Brennan and Sean Beeson, formerly of Sonic Signatures.

Keeping Your Brand Current

We begin the second half of the interview with a look at what might happen when a product or company changes, and how an existing audio brand can be impacted by something as simple as a new speaker design. “The more specific you're intentionally creating audio for something,” Sean explains, “the more often you have to go back and fix things when something changes.” Jon tells us about the detailed audio guidelines that Sonic Signatures uses to help guide their clients through such changes and offers an important tip about making sure that your sonic branding is up-to-date.

A Human Touch

The episode continues with a firsthand look at the work Jon and Sean have done for such clients as Union Home Mortgage and KeepTruckin. We start with Union Home Mortgage’s sonic logo, how it combines technological innovation with a warm, human touch to reflect the company’s brand, and the process used to create its distinctive sound. As Sean puts it, “we continued to make the harmonics richer by layering sounds that really only serve to... add to the overall richness and brilliance.”

Listening on the Road

We then listen to samples of the audio interface Sonic Signatures designed for KeepTruckin's vehicle monitoring devices and discuss how they met the challenge of creating distinctive sounds based on chimes and mid-range tones that the fleet drivers would recognize right away without becoming distracted or irritated. “We kept having the sounds get closer and closer to the sound of a car,” Sean says, “because that's what the drivers are trained to hear.” We talk about the research that goes into such an innovative audio interface, and wrap things up with a peek at their upcoming projects.

Episode Summary

How business and product changes can affect an audio brand
Sonic branding and conveying the essence of a business through sound
Vehicle interfaces and creating a safer, more pleasant user experience
Upcoming audio projects and how to get in touch with Sonic Signatures

Connect with the Guests

Website: www.sonicsignatures.io

Follow Sonic Signatures on Facebook: https://www.facebook.com/sonicsignatures

Connect with Jon Brennan on LinkedIn: https://www.linkedin.com/in/jonbrennan/

Connect with Sean Beeson on LinkedIn: https://www.linkedin.com/in/jonbrennan/

Follow Sonic Signatures on Twitter: https://twitter.com/sonicsignatures

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Signature Sounds: An Interview With Jon Brennan & Sean Beeson - Part 1

Wed, 13 Apr 2022 06:00:00 -0400

“I think that the future of audio is one that's customized, personalized, interactive, intelligent and dynamic, you know, instead of always treating audio as on and off, we need to treat it in a way that's delivered to each person as a unique experience.” -- Sean Beeson

This episode features a rare two-for-one interview with a powerful sonic duo, Jon Brennan and Sean Beeson, formerly of Sonic Signatures. Jon Brennan's a music composer and sound designer with twenty years of experience creating sound for iconic brands and multimedia platforms. With the rise of voice, podcasts, and streaming, he founded Sonic Signatures to enable brands to effectively use branded audio across every campaign and platform. He's created audio logos, original music, and sound design for leading brands including Amazon Alexa, Tide, Southwest Airlines, IBM Security, Mercy Health, Union Home Mortgage, and KeepTruckin. His film scores include internationally distributed feature films and documentaries, and he has an MFA in Music Composition for the Screen from Columbia College Chicago. Very recently, he decided to work with Sixième Son in the US.

Sean Beeson is a composer and sound designer who's worked on hundreds of scores for video games, ads, trailers, and podcasts for clients like Google, Disney, McDonald's, Taco Bell, State Farm, Wizards of the Coast, Neoglyphic, and Sony. He helped develop the sonic identity of Google's Pixel phone, Pixel Buds 2, and Google's Home and Max speakers. He's contributed to three Emmy award-winning projects and has been nominated for multiple Game Audio Network Guild Awards. He's now doing independent music and sound design work.

If you want to understand why audio is so important to your brand, Jon and Sean have a thing or two to tell you about that.

The Essence of a Project

We start off with a look at the early influences that shaped Jon and Sean's interest in sound. Jon tells us how his older brother's Depeche Mode album sparked a lifelong career in music, while Sean recalls his very first encounter with audio branding when he played Sega video games as a child. The topic turns to the versatility of sonic branding in everything from mobile games to casino slot machines. The goal, as Sean explains it is, is "to boil down the essence of a project or product or brand to what really makes it unique and what really helps make it relate to the consumer or the user of that product."

Supporting the Brand

The interview continues with the story of how Sean and Jon met at a gaming conference, and how their combined experience in commercial music and interactive audio gave them a unique perspective when it comes to audio branding and marketing."We feel that we can best help a company through our one-on-one relationship," Jon says, "and it's through that personalization that we can come up with the most custom and creative results that are the most effective in the long run."

Everything is Interactive

Next, we talk about audio branding, what it means to them, and how video games in particular have always been ahead of the curve when it comes to dynamic audio and using sound to continually shape the listener's experience. Jon sees interactive audio, guided by machine learning, playing a more vital role in our everyday lives as smart devices become widespread: "Sonic branding," as he explains, "extends beyond just having a jingle or a piece of music, and it really needs to kind of aid the user to be able to identify, interact and interpret the audio so that it creates a better experience."

Delivering a Unique Experience

Jon and Sean tell us about the process of creating a sonic brand for a client, and how it can vary from one project to the next. “It's less about what you personally like and dislike,” Jon says, “as opposed to what has been shown to work the most in testing.” We look at how they communicate with and work to keep their clients engaged in the process, whether it’s creating a variety of audio logos for a new app or testing the sound interface for a new piece of hardware. “Everybody is integrated into the process,” Sean tells us, “from the creative planning parts to the actual creation to the implementation.”

Episode Summary

Jon and Sean’s first memorable experiences with sound
Casino sounds and the importance of creating a positive impression
What modern sound interfaces can learn from video games
How machine learning and voice-first technology are changing sonic brands
The importance of working with clients to create a unique audio package

Check back next week for the second half of our interview as we take a closer look at some of the clients that Jon and Sean have helped, and actually listen to the audio brands and interfaces that Sonic Signatures has created for such companies as Union Home Mortgage and KeepTrunkin.

Connect with the Guests

Website: www.sonicsignatures.io

Follow Sonic Signatures on Facebook: https://www.facebook.com/sonicsignatures

Connect with Jon Brennan on LinkedIn: https://www.linkedin.com/in/jonbrennan/

Connect with Sean Beeson on LinkedIn: https://www.linkedin.com/in/jonbrennan/

Follow Sonic Signatures on Twitter: https://twitter.com/sonicsignatures

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect 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 Strategy

https://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

Unconscious Biases: An Interview With LaTonya J. Pegues - Part 2

Wed, 06 Apr 2022 06:00:00 -0400

“Yes, bring in new voices. Yes, you know, do it, go for it. But if it doesn't work with the first diverse voice – non-whites, I'm talking about non-whites now – that doesn't mean it's a failure. You know, keep going, keep working on it, these are systemic problems that have been in place almost since the beginning of audio, and so it's going to take time to what I call undo the bias.” -- LaTonya J. Pegues

This week is the second half of my interview with inclusion expert, executive coach, and unconscious bias trainer LaTonya J. Pegeus as we talk about the importance of positive representation, the effort of diversifying the workplace, and her firsthand struggles with bias as a business owner.

What Makes You Uncomfortable

The second half begins with a look at ways to overcome unconscious biases, such as listening to the concerns of diverse speakers and identifying the real source of our discomfort, and we talk about how positive representation in such movies as Black Panther is helping to change longstanding assumptions in Hollywood. "They could have had British accents," she says, "but they chose to go with the authentic region of that continent, and boy did that resonate with the rest of the world."

Expected to Win

“Those things that are well-funded,” LaTonya notes as we talk about the challenge of fostering workplace diversity and supporting diversity directors and departments, "are those things that are expected to win” We discuss how many companies have tried, and too often failed, to challenge the longstanding biases within their corporate culture. “I think,” she observes, “that's because they weren't supportive. They were just a box to check and the company did not take it seriously.”

Recognizing Our Bias

We conclude the interview with a look at LaTonya’s upcoming book Unconscious Bias Revealed: How to Recognize and Undo Bias, and her work as a voiceover artist in commercials and on the radio. LaTonya also shares with us some of the personal challenges that she’s faced as an African-American woman in the business world. “There've been countless times that I have not had opportunities to provide services, even as a business owner, you know, for clients, for whatever reason.”

Episode Summary

How to recognize and overcome our unconscious biases
The way movies and media are challenging old assumptions
Supporting diversity departments and a more inclusive workspace
LaTonya’s upcoming projects and experience with bias

Connect with LaTonya:

Website: www.theUBtrainer.com

Follow LaTonya J. Pegues on Facebook: https://www.facebook.com/theUBtrainer

Connect with LaTonya J. Pegues on LinkedIn: https://www.linkedin.com/in/latonya-j-pegues-unconscious-bias-trainer-2321622/

Follow LaTonya J. Pegues on Twitter: https://twitter.com/theUBtrainer

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Unconscious Biases: An Interview With LaTonya J. Pegues - Part 1

Wed, 30 Mar 2022 06:00:00 -0400

“The ability to share information and to help other people have opportunities to provide their voice, if you will, to a read can make such a huge difference in what happens and how the audience receives it and how even the customer or the client receives what's being read.” -- LaTonya J. Pegues

For years LaTonya J. Pegues has been known as a person who can provide simple explanations for complex concepts and ideas. With a background in the performing arts, not to mention having worked as a low-temperature physicist and satellite engineer, LaTonya is a skillful trainer who applies her knowledge and experience in facilitating and guiding clientele towards realizing, meeting, and exceeding their goals and objectives. We're going to speak particularly about how to overcome unconscious bias in audio: where it's showing up for people and how it can be overcome.

What We’re Picking Up

The episode begins as LaTonya recalls her first memories of sound: the voices of her parents and the joy their excitement brought her as a child. We talk about where our unconscious biases come from, and how pervasive a part of the world they can be, particularly when it comes to audio. "It's because of these social stereotypes that we get just from the air in some instances," she explains, "what's traveling through the air, what we are picking up, and what our brains keeping."

When Bias Gets in the Way

We take a look at the reasons we hold onto our biases, and how the thought process behind them isn't always a bad thing. It's when a bias is based on misinformation, LaTonya tells us, or a perspective that's too limited, or by our own relationships, that it can keep us from seeing the world as it truly is. "Sometimes we have these tendencies to just want to hear from certain folks," she says, "for whatever reason, and not hear from others, and that also can cause unconscious bias."

Beyond the Comfort Zone

The conversation continues with LaTonya's thoughts about how unconscious biases are reflected in the world around us, and how they limit our opportunities as well as the authenticity of the movies and pop culture we take for granted. We discuss the lost art of brainstorming, and how helpful going outside your comfort zone to seek out new perspectives and experiences can be. "My experience has been that every time that there's a brainstorming session, we're better off at the end than we were at the beginning because we've all come together and we've shared our ideas."

Popping the Bias Bubble

LaTonya tells us about what she calls "bias bubbles," the news and social media filters that surround us and often just reinforce our own opinions. She recommends seeking out other points of view, even just spending five minutes apiece on each news network instead of just our favorites, and occasionally shaking up our comfortable habits. "Listen to different music," she tells us, "go to different venues and try different foods. My goodness, go across the railroad tracks and try a different part of town." As she puts it, "when you're in a position to actually do something to make a change, do it!"

Episode Summary

LaTonya’s childhood memory of her parents and family
How invisible biases surround us and influence our thinking
The obstacles that keep us from recognizing bias
Brainstorming and the importance of diverse voices
Media bias bubbles and how to push beyond our comfort zones

Be sure to tune in next week for part two of our interview as we examine racial stereotypes and representation in the media, discuss the challenge of truly supporting diversity in the business world, and talk about LaTonya’s upcoming book as well as her career as a voiceover artist.

Connect with LaTonya:

Website: www.theUBtrainer.com

Follow LaTonya J. Pegues on Facebook: https://www.facebook.com/theUBtrainer

Connect with LaTonya J. Pegues on LinkedIn: https://www.linkedin.com/in/latonya-j-pegues-unconscious-bias-trainer-2321622/

Follow LaTonya J. Pegues on Twitter: https://twitter.com/theUBtrainer

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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 The Clubhouse: Improve your Speaking Voice with Dan Friedman - Part 2

Wed, 23 Mar 2022 06:00:00 -0400

“You set the tone for your podcast by how you sound and how you interact with the audience. So there are a lot of elements to it, you know, obviously preparation and planning and practice, all those things." -- Dan Friedman

This week continues our Clubhouse discussion as voiceover artist and sound engineer Dan Friedman answers questions about voice training, keeping listeners engaged, and overcoming stage fright.

An Audio-Driven World

We continue the Clubhouse chat by talking about how subtle changes to pitch and tone can change a listener’s impression of your voice, and the challenges and successes that artists coming from different audio industries, such as radio and lecturing, can find in voiceover work. “Because we are in such an audio-driven world now,” Dan says, “it is really important that if, especially if you're running a podcast and you want more listeners, or you want listeners to stick with you, you have to be compelling enough that they are going to want to continue to listen and to tune in every week.”

Getting Out of a Rut

Dan warns us about some of the traps of voice rehearsal, how easy it can be to get stuck in a loop of negative self-criticism when listening to your own voice, and some creative ways to break out of that vicious circle. "One of the most fun and extreme things to just really get out of your rut," he suggests, "if you realize you're in a rut, is to do your script as a cartoon character." He explains that once you've done so and then immediately switch back to your regular voice, you'll probably find that the performance feels fresh again and you can jump back into it with a different energy.

They Want to Hear You

“If you think about it,” Dan says, “communication is a connection between somebody making sound and somebody listening to sound, and if you're trying to make sound and spread that connection out to a hundred people, that connection's going to be pretty weak.” We wrap the Clubhouse chat up with a look at the challenges of public speaking and different strategies for overcoming stage fright, such as imagining an individual that you’re speaking to or even focusing on one person in the audience rather than trying to talk to everyone at once. “Most of the time when you are up there speaking to a roomful of people,” he assures us, “those people are there because they want to hear you.”

Episode Summary

How inflection can change the impression you make
Keeping your listeners engaged
Tips for breaking out of a voice performance rut
Public speaking and overcoming stage fright

Connect with Dan:

Website: https://sound4vo.com/

Connect with Dan Friedman on LinkedIn: https://www.linkedin.com/in/danfriedmanvo

Follow Dan Friedman on Facebook: https://www.facebook.com/Sound4VO/

Follow Dan Friedman on Twitter: https://twitter.com/DanFriedmanVO

The Power of Sound club on Clubhouse: https://www.clubhouse.com/club/the-power-of-sound/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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 the Clubhouse: Improve your Speaking Voice with Dan Friedman - Part 1

Wed, 16 Mar 2022 06:00:00 -0400

“When we're talking about audio-only formats, it's especially important that you capture your audience using your voice and it should be impactful so that they tune in and want to continue listening. It only takes seven seconds for somebody to decide they want to change the station, whether that be a song they like or don't like or something that they're hearing that they're not liking." - Dan Friedman

Using your voice to communicate isn't as easy as it sounds. So what do you do if you feel your voice is letting you down? Would you like some personal techniques to help you improve how you sound and your confidence in speaking? Then this is the right podcast for you. I recorded an excellent Clubhouse discussion with Dan Friedman, an expert in the field of public speaking who's certified in the Roger Love Voice Method. Those of us in the voice-over industry already know Dan as an accomplished audio engineer, but he's also a singer, voice actor, and voice coach, and I'll be having a more in-depth interview with him a little later on. So settle back and let yourself be a fly on the wall as we discuss the power of using your voice for more effective communication.

A few things to note. First, I was hearing and answering people a little ahead of when the audio was being recorded. That's why my occasional comments are slightly out of sync: it didn't sound that way at the time. And, just so you know, everyone in the room was aware that it was being recorded and would be released in a future podcast episode. To those who raised their hands to participate in the conversation: thank you. When you asked for advice, you helped everyone understand the issues better. So well done! I'll have more of these types of discussions in the future – they're on Wednesdays at 2 PM Eastern Time – so keep a lookout for the schedule of upcoming events in the Clubhouse club, The Power of Sound.

The Sound of Your Voice

We begin the chat with a talk about ways to build confidence in our speaking, and how awkward just hearing our own voice can be at first. “The lack of confidence,” Dan explains, “usually comes from people hearing their recorded voice for the first time and not really realizing how they actually sound.” He suggests ways of breaking out of a monotone, such as singing just a little, and listening carefully to the natural rhythm of your voice so you’ll know how to change things up. “Everybody needs to be able to communicate effectively these days,” he says, “especially through audio only.”

Going Over the Top

“Voiceover,” Dan tells us, “is really kind of you at your very best in whatever emotion you're in.” We discuss the value of tone and pitch, and how well a monotone voice can work (or NOT work) without visual cues. Dan notes that in audio directing, emotions are often a little over the top, and he answers questions about improving your voice, becoming comfortable with it, and the trick to understanding how you’re being perceived by your listener. “Getting to like the sound of your voice really does take time.”

Imagine You’re a Balloon

Dan takes a question from Lisa about the importance of matching your listener’s tone, and tips on how to avoid the glottal stop that many of us have when it comes to vowel sounds. We also talk about how to overcome vocal fry by breathing and speaking through your diaphragm, as if you’re a balloon. “When you breathe, you should be breathing in through your nose as often as possible and not through your mouth... one of the biggest reasons that we should be breathing in through our nose more than our mouth is because our nose is designed to moisturize the air coming through the vocal cords.”

Hitting the High Notes

Next, we talk about singing, and Joe asks about how men can learn to be more comfortable with the higher registers of the human voice. Dan offers his advice on improving your vocal range by practicing speaking with both a higher and lower pitch, and how developing a more flexible tone can lead to a more versatile voice performance. "Pitch is a huge tool for emphasis," he says, "and as a voice actor, we need to use pitch to emphasize words and phrases, and as humans, we need to do that too."

Episode Summary

Becoming comfortable with your voice
How to speak with more inflection
Expressing emotion through pure audio
Speaking and breathing through your diaphragm
Using pitch for a more flexible performance

Connect with Dan:

Website: https://sound4vo.com/

Connect with Dan Friedman on LinkedIn: https://www.linkedin.com/in/danfriedmanvo

Follow Dan Friedman on Facebook: https://www.facebook.com/Sound4VO/

Follow Dan Friedman on Twitter: https://twitter.com/DanFriedmanVO

The Power of Sound club on Clubhouse: https://www.clubhouse.com/club/the-power-of-sound/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Rhythm, Rest & Relaxation: Listening For Our Health

Wed, 09 Mar 2022 06:00:00 -0400

It's been over two years since the pandemic started, and for many of us, our daily lives have changed in ways we hardly imagined when this decade began. More and more of us are working from home these days, and we're staying at home even when we aren't working. We're more isolated than we used to be, and dealing with a lot more stress and uncertainty. Finding time to take care of our mental health can be a challenge, but it's just as important as ever – and sound has come to play a vital part in that effort, from guided meditation and affirmations to binaural beats and ASMR videos.

Two of the most popular and successful forms of sonic therapy are mindful meditation and positive affirmations, and they’ve both come a long way over just the past few years. Mindfulness is the art of being precisely in the moment, without worrying about the past or thinking about the future, or being distracted by anything at all. Completely clearing our thoughts can be tricky, and that’s where guided meditation, which uses sound and music to help lead the way, can help.

Studies have shown that the health benefits range from lowering stress and improving our mental well-being to bolstering the immune system and reducing inflammation. Although its roots are thousands of years old, the modern practice of mindful meditation has evolved into high-tech pods and meditation apps you can download for your smartwatch. Some of them can get a little pricey, but if you’re just starting out and want to give it a try, you can find a link to UCLA’s free Mindful app, and a separate list of guided meditation tracks that you can download, on my blog.

https://www.uclahealth.org/marc/mindful-meditations

Positive affirmations are another way to help change our mindset, to bolster our self-esteem and sense of optimism. Psychology and even MRI studies have found that they have a positive effect on our behavior and sense of wellness, although they also found that, for people with low self-esteem, affirmations in the future tense work better than the present. So if you find that starting a sentence with “I am” just doesn’t feel right, try saying “I will” instead. I’ve also included a YouTube link on my blog to a morning affirmation video presented by voice artist Prachi Chaube (Prah-chee Chau-bay).

https://www.youtube.com/watch?v=WzqFQ9J7YXQ

Binaural beats are a much more recent discovery when it comes to audio therapy, one that’s still being researched. The idea behind them, though, is fascinating. If you take a pair of headphones and play a sound through them with a slightly different frequency for each ear, your brain blends them together into a new sound that’s the difference between them. So, for example, if the left earphone plays a 300-hertz tone and the right earphone plays a 280-hertz tone, we perceive it as a 20-hertz tone. That’s almost too low for us to hear, but our brains still process it, and different frequencies might resonate with our own neural oscillations to trigger different states of awareness.

Listening to that 20-hertz tone, for instance, could cause the brain to enter a beta wave pattern, which can help us feel more awake and alert. A lower binaural beat, such as a 2-hertz tone, might lead to a delta wave pattern, the deepest stage of sleep. Do binaural beats really work? The scientific verdict's still out, but the good news is that studies have shown there's no harm to listening to them, so long as you don't turn the volume up too loud. If you want to try it out for yourself, I've included a video link on my blog. Just make sure you're wearing headphones, or the effect won't work.

https://www.youtube.com/watch?v=9TD9SM-5XSk

One of the most recent developments in sound therapy and mental wellness is ASMR: it first emerged as an online phenomenon around 2007 and has become immensely popular since then, with over fifteen million YouTube videos as of last year. Short for "autonomous sensory meridian response," a name given to it by ASMR proponent Jennifer Allen in 2010, it refers to both a pleasantly tingling sensation along the spine that certain soft, rustling sounds can trigger, and to online relaxation videos that aim to create that effect for the viewer with whispers, props, music, and other sounds.

Some psychologists think the sensation of ASMR might be a kind of synesthesia, with our minds experiencing certain sounds as touch, while MRI brain scans suggest it might even be connected to our grooming instincts. What started with hosts simply whispering to the viewer has grown into a whole online genre of videos featuring elaborate scripts, costumes, set designs, and even special effects. You can find links on my blog to a YouTube video by one of its most famous "ASMRtists," Goodnight Moon, as she plays a shopkeeper selling the viewer a pet dragon, and to another one of my favorite artists, Moonlight Cottage, as she helps the viewer choose a magic wand. Even if you don't end up experiencing the tingles, I think you'll have a lot of fun with both of these videos.

Goodnight Moon: Dragon Egg Shopping at Maybell’s Menagerie (ASMR)

https://www.youtube.com/watch?v=kocWXDJCNLo

Moonlight Cottage ASMR: Wand Shop

https://www.youtube.com/watch?v=OBEHMxOMLx4

From virtual classrooms and remote workplaces to Zoom calls with our friends and family, we're spending more time online than ever before. Just as our days have become more virtual, though, so have our resources for managing stress and anxiety. And sound, whether it's a meditation app that guides our breathing technique, a binaural beat that subtly rewires how we think, or a relaxing YouTube video about a whispery fantasy world, remains an essential part of nurturing our well-being.

Connect with the Podcast:

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

Just The Right Music: With Mac McIntosh - Part 2

Wed, 02 Mar 2022 06:00:00 -0400

“Ultimately, what happens with Spotify and Apple and YouTube or any of the other platforms out there, the majors are going to set the precedent on what the licensing deals look like. That's eventually going to trickle down to the independent artists to where they just they don't get a great deal, I mean, they're never going to really see substantial money, even if they're doing millions of streams.” -- Mac McIntosh

This week is the second half of my interview with music supervisor and film producer Mac McIntosh. We talk about how social media is changing the licensing landscape, what's truly involved in building the right soundtrack, and which musical genre he’s hoping might make a cinematic comeback thanks to shows like Stranger Things.

Creative Conversations

We start the second half of the show with a closer look at his team, which includes musicians and Foley artists, and some of the series they’ve worked on. “Creatively, I had to do a lot of things that weren’t traditional to the music clearance space,” Mac explains as we look back at one project. “A lot of creative conversations had to take place to make certain things happen, and to prevent certain things from happening as well, from a licensing standpoint.”

Living by the Single

Mac talks about some of the soundtrack trends he’s seen in movies since the turn of the millennium, and how he’d like to see rock music make a Hollywood comeback. We move on to a look at how social media has made things both easier and more challenging for indie artists, and how video games and streaming shows are creating new opportunities for exposure and fame. “They realize that you live and die by the single these days,” he notes. “Artists are at the point where they're basically hustling on a daily basis, trying to figure out how to maintain their careers, while at the same time most of them have to have a full-time job to go along with that.”

Owning Your Music

We wrap things up with a growing industry trend that he advises clients looking to add a musician to their project to follow. “It's better to do a made-for-hire or paid-for-hire deal with an artist,” Mac says, “where you pay them directly to create an original piece of music for you... versus licensing something that you're not sure is a good deal or not.” He points out the advantages of owning your own audio assets, such as greater stability and potential revenue, and we discuss some of the different licensing options available and which ones might best fit a given project.

Episode Summary

Mac's Musiclerk team and how a soundtrack is cleared.
How social media companies have changed online marketing
Video games, streaming shows, and the music hustle culture
Licensing options and how to contact Mac McIntosh

Connect with Mac:

Website: https://www.musiclerk.com

LinkedIn: https://www.linkedin.com/in/mac-mcintosh-717190126/

Follow Musiclerk on Twitter: https://twitter.com/musiclerk

Get his Studio Numbers Chart Workbook: https://www.amazon.com/dp/B09SGNZ59L?ref_=pe_3052080_397514860

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Just the Right Music: With Mac McIntosh - Part 1

Wed, 23 Feb 2022 06:00:00 -0400

“Because a lot of podcasting was audio-only people thought, well, it's like radio, all you need is, you know, a performance license. And that's not true. It's exactly like that, and that we've all learned, you know, in time, it's kind of developed to the point where you have to sync music from a licensing perspective with podcasts the same as you do film or television. So, you know, helping people navigate that, that was one of my big goals.” -- Mac McIntosh

This episode's guest is a music supervisor and film producer based in Dallas, Texas, who's spent over twenty years in the entertainment industry, with additional experience in music clearance, music licensing, film distribution, and more. He's the founder of Musiclerk.com, a music and audio agency that provides music supervision, music clearance, post audio editing, sound design, and music composition for their film, television, podcast, and video clients. He also has experience helping filmmakers and production companies secure distribution for their projects.

His name is Mac McIntosh, and in this interview, we'll be taking a deep dive into the world of music and how important it can be to the shape of a project. Mac's perspective will offer a golden opportunity to learn more about the inner workings of this fascinating field, and how it might come into play with your own content creation.

The Cadence of Cinema

We start the interview with a look at Mac's audio influences while growing up, from the rhythm of He-Man's catchphrases to the cadence of cinematic audio. “The music played a big part of it too from a dynamic standpoint for me,” he explains as he recalls how movie soundtracks helped inspire his love of music. “I think that was something I really grabbed onto at an early age,” he says, “and realized that it does affect in ways you don't even realize.”

The Willingness to Not Give Up

Mac goes on to recount how his early career as a musician led him to become a producer and music supervisor. “Growing up in Nashville and being a guitar player,” he says, “you quickly realize there are... at least a thousand other guitar players that are either better or a lot better than you are.” We talk about his first music industry blog and the young artists he met whose talent and perseverance inspired him. “I think just determination and just the willingness to not give up are the biggest things, especially for some of the artists that I interviewed at that time.”

Overcoming the Algorithms

We go on to talk about the early days of social media, the new kinds of success and exposure the internet brought to independent artists, and whether today’s older, more structured online culture can still support that sort of breakthrough success. “Because the algorithms had not reached a level,” he tells us, “that everything was, you know, kind of suppressed and you had to spend money in order for it to be seen like it is nowadays, it was very organic and real.”

Helping People Navigate

Next, we look back at how Musiclerk began, as Mac realized that both musicians and industry professionals need someone who can guide them through the complicated process of music clearance and licensing. “What a lot of directors and producers sometimes aren't aware of,” he notes, “is the length of the process it can take to clear one song.” He tells us about the first questions he asks to gauge the right sound for a project, the process behind securing it, and the movies and series soundtracks that he’s supervised.

Episode Summary

Mac’s earliest audio influences and musical hobbies
The Nashville Number System and music scene
How social media has evolved as a marketing tool
Musiclerk and finding just the right music
The hidden process of music clearance and licensing

Connect with Mac:

Website: https://www.musiclerk.com

LinkedIn: https://www.linkedin.com/in/mac-mcintosh-717190126/

Follow Musiclerk on Twitter: https://twitter.com/musiclerk

Get his Studio Numbers Chart Workbook: https://www.amazon.com/dp/B09SGNZ59L?ref_=pe_3052080_397514860

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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 The Clubhouse: The Power of Audio Branding - Part 2

Wed, 16 Feb 2022 06:00:00 -0400

“Doing audio branding very often has similarities to coaching. It's always a change management process and it's also iterative, so it's almost repeating the same procedures a couple of times until you get closer and closer to something that everybody agrees is ‘okay, that's the goal.’ And by the way, goals are the most important thing. If it's not clear where you want to go, what you need, and why you are doing this, if you just follow the next hype and say we need a sound logo just like our competitor, then you’re lost, then you're just wasting time and money.” -- Cornelius Ringe

This week continues our Clubhouse discussion as Lauri Domnick, Jeanna Isham, Steve Keller, Shez Merha, Jack Monson, and Cornelius Ringe lead a variety of questions and comments.

A Trustworthy Sound

The second half begins as our panel reveals what questions they ask clients to learn who they are from an audio perspective. Jeanna tells us about her work with REI and how she used natural sounds to focus their outdoor branding, while Lauri discusses the challenge of turning more abstract concepts like trustworthiness into something we can hear and recognize. Shez focuses on better aligning the audio to the company's brand, and Jack switches things around with a simple question that can have surprisingly candid and helpful answers: "if you and I were going to take a road trip," he asks clients, "what three artists would you want to have?"

The Voice of the Brand

Steve takes a different, more psychological approach to learning more about a client's potential sonic profile, one that sparks a discussion about the archetypes of sound, what the brand might be like if it were a person. "If the brand were to talk to you," he asks, "what would the brand's voice sound like? Is it male, is it female, is it neither of those? If the brand was going to give you a playlist, what would be on their Pandora playlist?"

The Soundtrack of Your Life

Cornelius offers a thought-provoking reply as he talks instead about focusing on the language of sound, a language that's often unfamiliar to his clients, and helping them find the right words to consider the question and develop their own answers. Alex joins in to note that clients don't always have a good answer, particularly in the business world where opinions and priorities can clash; as Steve puts it, "the work is fraught with the need for diplomacy." Cheryl, a podcaster and voice talent, takes the stage with a question she always likes to ask: if there was a soundtrack to your life, what would be on it and why? The answers, she notes, are often surprising, and always revealing.

Episode Summary

Looking at company brands from an audio perspective
Considering brands and sounds as archetypes
Learning the language of both sound and business
Listening to the soundtrack of your life

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

Connect with the Panelists:

Jeanna Isham’s website: https://www.dreamrproductions.com/

Shez Merha’s website: https://the194group.com/

Cornelius Ringe’s website: https://www.wesound.de/en/

Steve Keller’s website: https://www.sxmmedia.com/

Connect with Lauri Domnic on LinkedIn: https://fi.linkedin.com/in/lauridomnick

Jack Monson’s website: https://www.socialgeekradio.com/

The Power of Sound club on Clubhouse: https://www.clubhouse.com/club/the-power-of-sound

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

In The Clubhouse: The Power of Audio Branding - Part 1

Wed, 09 Feb 2022 06:00:00 -0400

“So it's really no surprise that, you know, it's back in the driver's seat now, when everyone is really fighting and yearning for how to capture attention, even a little bit of attention, from an exhausted and overwhelmed and overstimulated population base globally. So I think it applies itself to media, to what you're eating, in a restaurant experience, a shopping experience, really across the entire 360, or integrated marketing, if you want to speak like a marketer, that whole kind of overarching back row strategy from everywhere your brand is going to live. There are likely ways to embed audio into those instances in a meaningful way without adding more 'noise' to the world.” -- Shez Mehra

For those of you who don't know, I host regular weekly Clubhouse rooms on Wednesdays at 2 PM Eastern Time. We talk about all sorts of things related to sound, including voiceovers, public speaking, podcasting, music, and, of course, audio branding. We also cover things like Voice AI, Sound in Social Media, and even Audio NFTs. This particular recording, made with the permission of everyone who participated, is from a Clubhouse room called The Power of Audio Branding in my Power of Sound club. We had a number of stellar panelists, including Jeanna Isham, Shez Merha, Cornelius Ringe and Steve Keller, all of whom have also been guests on this podcast with episodes all their own. Lauri Domnick, from Bauer Media in Finland, and Jack Monson, from Social Geek Radio, also joined us.

The audio is presented as it was heard in the moment, so it won't be perfect, and there's a bit of a lag, so sometimes it might sound like people are taking a while to respond while other times it sounds like I'm talking over them. That isn't how it sounded at the time, and hopefully won't be too distracting for you as you listen. But this discussion should give you a good look at the fascinating world of audio branding from many different perspectives, and at why it's a topic and discipline that's becoming more important all the time. I also want to thank everyone that came up on stage to join in, ask questions, and make comments. Your participation made this discussion even better. The lesson is clear: if you aren't paying attention to the sound of your brand, you'll ultimately be missing out.

If you have any questions for the panelists, you’re welcome to reach out through the links in these show notes. If you have questions for me, just visit www.audiobrandingpodcast.com where you’ll find all sorts of ways to get in touch. Plus, subscribing to the newsletter (on the www.audiobrandingpodcast.com webpage) will let you know when the new podcasts are available.

What is Audio Branding?

We start off the discussion with a look at just what audio branding means for each of our panelists, and what makes it such a powerful marketing tool. Jeanna explains the subtle difference between audio and sonic branding while Lauri talks about its potential for stirring our deepest memories and feelings. Jack joins the conversation and agrees about the power of audio impressions. “There's something more magical about audio memories stimulating something from the back of your mind, from earlier in life, childhood, whatever, there's something more powerful about audio than anything visual.”

Filling the Gaps

Shez joins the group and talks about the insights his career as a DJ and musician have given him about the power of sound and how often it's neglected in the business world. “It could be a song,” as he puts it, “it could be your mother's voice, it could be the narrator from a show that you grew up on. There are so many ways in which we as human beings just inherently connect with sounds and audio.” Steve and Cornelius arrive and offer their perspectives on the untapped potential of audio branding. “Audio branding for me also is about filling the gap in brand communication,” Cornelius says. “There's a huge gap in the potential of brand communication, and that is audio.”

Sounds in the Brain

Alex, a researcher for Massive Music who specializes in neuroscience, takes the stage first to point out how intrinsic sound is to the human brain. As he explains, “I think that what's so powerful about music and branding, is that it's subconscious, it's innate response to how our brains process sound on a level that can't be reached by other sensory modalities.” Brad follows up to ask Jeanna about sonic branding, and how it goes beyond licensed music and jingles to the very heart of a company's sound, from the quality of a smart speaker to the pitch and tone of a phone prompt.

Musical Motivation

Joe, a voice-over artist and singer, takes the stage next and reminds us all of the classic three-note jingle “By Mennan,” noting how effectively it breaks the established wisdom of commercial audio to make a memorable impression. “I find it fascinating,” he says, “that it's a marriage of art and science to be able to twist people's neurons so that this earworm gets in there.” Jack and Jeanna point out that a successful audio brand motivates its audience, compelling us to take action, and Shelley, a fellow singer and voice actor, points out the very visible changes in brain activity that occur when we react to audio cues, whether it's a catchy melody or a familiar voice.

Episode Summary

Jeanna and Lauri describe the evocative power of sound
Jack and Shez share their perspective on audio branding
Steve and Cornelius discuss marketing gaps
Alex and Brad take the stage with opening questions
Joe and Shelley follow up with branding insights

Next week the Clubhouse chat continues as our guests talk about how sound can promote particular themes, the challenge of expressing identity through audio, and how taking a more personal approach to sound can help clients better appreciate sonic branding.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

Connect with the Panelists:

Jeanna Isham’s website: https://www.dreamrproductions.com/

Shez Merha’s website: https://the194group.com/

Cornelius Ringe’s website: https://www.wesound.de/en/

Steve Keller’s website: https://www.sxmmedia.com/

Connect with Lauri Domnic on LinkedIn: https://fi.linkedin.com/in/lauridomnick

Jack Monson’s website: https://www.socialgeekradio.com/

The Power of Sound club on Clubhouse: https://www.clubhouse.com/club/the-power-of-sound

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

The Sounds of Silence - A Tale of Noiseless Movie Props

Wed, 02 Feb 2022 06:00:00 -0400

Have you ever thought about how quiet the world of television and movies can be? If two characters are eating at a restaurant or working in an office, we don't have to worry about trying to hear them over the sound of clinking glasses or crinkling paper, or anyone else who might be making too much noise in the background. Cinematic sound tells us just as much of the story as the images, and unless they're part of the story, footsteps and rustling clothes aren't usually something we want to hear coming from the speakers.

Movies are filmed in the same noisy, unpredictable world we all live in, though, and life doesn't come with a mute button, though it'd be nice if it did. So how do they do it? The right microphone, soundproofing, and studio environment all go a long way, of course, and a talented sound editor, such as my own editor Humberto Franco, can work wonders in post-production. But there's only so much that can be cleaned up or kept away from the microphone: everything we do makes some kind of sound. That’s why prop masters also use something called "silent props," or "noiseless props," to take the everyday noise that we can't get rid of completely and turn it into a different, more soothing kind of sound.

One prop master whose TikTok videos earlier this year helped bring the idea of silent props to the public eye is Scott Reeder, who’s been working in Hollywood for over three decades. For recording a conversation during a game of pool in the show Friday Night Lights, without having the actors pausing for each shot, he came up with the idea of repainting soft plastic racquetballs to look like pool balls. When the camera needed to show one of the shots, he swapped the prop balls with the real thing and then switched them back.

If you’d like to check out Scott’s mixture of movie-making insights and punny dad jokes, you can find the link to his recent video on creating silent horseshoes here:

https://www.youtube.com/watch?v=yhv6GfDP4ok

When it comes to recording cinematic dialogue, there’s a surprising amount of unintentional sound that needs to be hidden from the microphone. UK filmmakers Robert Carr and Richard Scott, who run the YouTube channel The Film Look, talk about the challenge of filming an authentic restaurant scene, and how masking the sound of a glass being set down on a table, which is usually about the same height as the actor’s microphone, can be as simple as discreetly placing a cushion on the table, or as involved as having a stagehand hiding just below the frame to take the glass from the actor.

In a later video, they demonstrate a do-it-yourself approach to concealing sound, using neoprene rubber and glue to create and attach soundproof pads to everything from the bottom of a coffee mug to the soles of an actor's shoes. If you want to learn more about the art of indie filmmaking and cinematic audio, I have a link to The Film Look's "Indie Film Sound Guide" video here:

https://www.youtube.com/watch?v=e6MEJd_rGvI

But when it comes to bigger productions, the silent props are more likely being bought rather than built, and they're sold by pioneering prop master Tim Schulz and his company Prop TRX, the only dedicated maker of noiseless props. From paper bags made from coffee filter fabric and gift tissue that hardly makes a sound to clear rubber ice cubes that don't clink against the glass, his storefront's becoming popular not only with filmmakers but with curious people who just want to see what the fuss is about.

There’s a video link on my blog to a wonderful interview with Tim Schulz about how he creates his silent props, as well as a link to Prop TRX’s homepage so you can take a look for yourself:

https://www.youtube.com/watch?v=x6btmJSRueE

https://www.proptrx.com/

If you want to hear just what a silent lunch bag or noiseless cellophane wrap sounds like, there’s also a video link on my blog to one of my favorite ASMR artists as she compares everyday items with their silent movie prop versions. Even if you aren’t usually into ASMR, it’s a fascinating video that shows just how much quieter the silent props really are in comparison, and definitely worth a watch:

https://www.youtube.com/watch?v=GJWE80uDCYM

As the modern world becomes a faster, busier, and noisier place, more and more attention is being paid to the soundscapes that we create, intentionally or even by accident. Whether it's with silent props, musical branding, or audio interfaces, we're working to create a world filled with the sounds we want to hear.

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

Dangerous Beeps: An Interview With Michael Schutz - Part 2

Wed, 26 Jan 2022 06:00:00 -0400

“I think doctors use a term called modifiable risk factor, I've learned, because I talk to a lot of doctors now, and so there are some things we can modify and some things that we can't. And so these alarm sounds are very much a modifiable risk factor, and we need to work together to figure out the better set of sounds to use and how to implement them. But it's definitely something that we can do to improve, because I hope that when the time comes and I'm spending time in a hospital, or my parents are in the hospital, or people I care about, these kinds of things are in a better state. Because there's no technical reason we have to be subject to this so-called ‘beeping hellscape.’” -- Dr. Michael Schutz

This week we continue my interview with Associate Professor and MAPLE Lab director Dr. Michael Schutz as we talk about making a better hospital beep, the importance of turning scientific discovery into progress, and MAPLE Lab’s latest experiments on giving sounds more "pop".

The Structure of Sound

We start the second half of the interview with a closer look at hospital alerts, how many more of them there are today, and why Dr. Schutz doesn’t see that trend changing anytime soon. “If we think about the whole device landscape in hospitals as sounds being an auditory interface,” he explains, “then the question becomes what's the best way to structure the sound, not so that they're most alarming, but so that they're the most communicative.'"

All Over the World

Dr. Schutz explains the challenge and importance of turning scientific discoveries into genuine progress, and how even something as seemingly simple as updating the sound of hospital alerts can have far-reaching results. "Thinking a little bit more about how we can improve them with sound will have huge benefits,” he says, “because hospitals all over the world have many of these devices, and the number of devices is only increasing. So even a small change in the improvement in these can have a major impact on human health."

The Bells and Whistles

"I think the language itself that we talk about the frills is revealing,” Dr. Schutz tells us., “If we're talking about the things that are nice but not necessary, the literal term is bells and whistles: we're talking about the things that produce sound." We talk about how easy it is to overlook sound itself even while trying to improve the soundscape, and his lab's latest research on innovative ways to make important auditory alerts stand out from the background noise without having to make them louder.

Episode Summary

Why hospital beeps are getting worse
Turning discoveries into reform and progress
How subtle changes can create a major impact
The overlooked importance of sound

Connect with Dr. Michael Schutz:

Website: www.michaelschutz.net

MAPLE Lab: www.maplelab.net

“Death By Beep” on TEDx Talks: https://youtu.be/Ap8geRll6F0/

Dr Schutz’s ScienceDirect Article on Improving Auditory Interfaces: https://www.sciencedirect.com/science/article/pii/S000368702100079X/

Follow Dr. Michael Schutz on Facebook: https://www.facebook.com/maplelab.mcmaster/

Connect with Dr. Michael Schutz on LinkedIn: https://www.linkedin.com/in/dr-michael-schutz/

Follow Dr. Schutz and MAPLE Lab on Twitter: https://twitter.com/MAPLE_Lab/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Dangerous Beeps: An Interview With Michael Schutz - Part 1

Wed, 19 Jan 2022 06:00:00 -0400

“Ultimately the sound is almost irrelevant to the musical experience, with the important caveat that what matters about the sound is the psychological process it triggers in the mind of the listener. So it obviously plays an important role there, but what really matters is how it's being perceived and how it's being heard. So if there's something like a gesture that can change the perception, then you have changed the music, because music is something that really exists only in the mind of the listener.” -- Dr. Michael Schutz

This episode's guest is the Associate Professor of Music Cognition/Percussion at McMaster University. Drawing on his interdisciplinary training in music, psychology, and computer science, he directs the MAPLE Lab, which researches Music, Acoustics, Perception, and Learning, while also conducting the McMaster Percussion Ensemble and serving on faculty at the Honors Music Institute in Pennsylvania. Designated a "University Scholar" in recognition of his innovative merging of music performance and perception, he's received the Ontario Early Researcher Award and the 2019 Alumni Award from the Penn State School of Music, as well as numerous grants to support his research. Before McMaster, he spent five years as Director of Percussion Studies at Longwood University, taught percussion at Virginia Commonwealth University, and performed frequently with symphonies.

His TEDx Talk “Death by Beep” is now available on the TED website and the below YouTube link. His name is Dr. Michael Schutz and you'll want to hear his suggestions about how to fix a very real problem that’s happening right now in hospitals all over the world.

Listening to the Echoes

The show starts with Dr. Schutz recounting a memorable early experience with sound, how he first discovered the mystery of echoes as a child by dropping his lunchbox and listening to the sound bounce off a neighbor’s house, and then the day that he received his first drumset, a Rototom that sparked his passion for music. “I just remember,” he recalls, “at the moment thinking that there’s something really fascinating about these percussive musical sounds.”

Questions of Psychology

We continue with his introduction to psychology, and how his early skepticism about the importance of body language while playing the marimba gave way to the understanding that music and psychology have a lot in common, and that in some ways music stands at the forefront of psychology. “I realized,” he tells us, “that a lot of the things that we spend a lot of time exploring as musicians are, essentially, you can think about them as questions of psychology.”

Magic Between the Ears

Dr. Schutz goes on to talk about the McGurk Effect, a dramatic example of how what we're seeing can quite literally change the way we perceive sound, and the surprisingly complex and active role that the listener plays in a musical performance. "Music is something that really exists only inside the mind of the listener," he explains. "Outside our minds, it's a bunch of sound waves, a bunch of air molecules bumping together. The magic happens between the ears."

A Musical Perspective

The first part of our interview concludes with a look at the limitations of audio research and how his team is working to bring a musical perspective into the medical field and find ways to reduce the stress, turmoil, and even accidental deaths that hospital alarms can still cause. “The medical technology's advanced incredibly over the past half-century,” he says, “but the sounds seem to be stuck with these limitations that went out of date decades ago.”

Episode Summary

Dr. Schutz’s childhood sounds and first drumkit
The link between music and psychology
The McGurk Effect and how sight affects sounds
How the listener’s brain creates music
Creating a better, safer hospital alarm

Be sure to check back next week for part two as we talk about the prevalence of those flat hospital beeps throughout our lives, the effect they can have on us, and how Dr. Schutz and MAPLE Lab are working to help create a healthier, more natural medical soundscape.

Connect with Dr. Michael Schutz:

Website: www.michaelschutz.net

MAPLE Lab: www.maplelab.net

“Death By Beep” on TEDx Talks: https://youtu.be/Ap8geRll6F0/

Dr Schutz’s ScienceDirect Article on Improving Auditory Interfaces: https://www.sciencedirect.com/science/article/pii/S000368702100079X/

Follow Dr. Michael Schutz on Facebook: https://www.facebook.com/maplelab.mcmaster/

Connect with Dr. Michael Schutz on LinkedIn: https://www.linkedin.com/in/dr-michael-schutz/

Follow Dr. Schutz and MAPLE Lab on Twitter: https://twitter.com/MAPLE_Lab/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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 Voice of Tomorrow: An Interview With Dr. Ahmed Bouzid - Part 2

Wed, 12 Jan 2022 06:00:00 -0400

“As human beings, we like to praise others that we believe are doing a great job. The thing is to make the ask easy to answer. So if you say 'can you record a one-minute video,' they would do it – I'm sure they would all do it – but it would be heavier. The lighting has to be good, you cannot have a bad hair day, and so on, whereas in voice you just need to make sure that your voice is okay.” -- Dr. Ahmed Bouzid

In this episode, we continue my interview with Dr. Ahmed Bouzid, renowned speech technologist and Witlingo founder and CEO, as we talk about the Open Voice Network and the future of audio social media.

As always, if you have any questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, just visit audiobrandingpodcast.com where you’ll find all sorts of ways to get in touch. Plus, subscribing to the newsletter (on the audiobrandingpodcast.com webpage) will let you know when the new podcasts are available.

Speaking Your Knowledge

We begin the second half of the interview by talking about how Witlingo and internet audio can help democratize creativity, allowing people who might shy away from posting videos and pursuing more restrictive forms of audio expression to nonetheless find their voice in online audio communities. As Dr. Bouzid puts it, “there are lots and lots of people who have lots and lots of knowledge, and the best way for them to share that knowledge is just to speak it.”

The Social Audio Thing

Our discussion focuses on social audio apps as well at the nonprofit Open Voice Network, the ethics of voice AI and social audio, and the power of major companies like Twitter and Facebook to shape the industry. “This social audio thing, I don't think we understand it really that much right now. I think we have the basics of it, but I think where it's going to go and what it's going to be in a year or two, five years, I don't think we really know right now.”

Finding Your Voice Online

“I think there should be mechanisms,” Dr. Bouzid says as we talk about the future of social audio. “It cannot be left to these private companies to dictate things that have massive consequences.” He goes on to tell us about his work with Witlingo and the versatility it’ll give users, allowing fans and creators to share content and feedback, and the interview wraps up on a lighter note as we discover a somewhat surprising hobby that we happen to have in common.

Episode Summary

Witlingo and the ease of social audio
The ethics and dangers of voice AI
The challenge of an open audio future
How Witlingo can bring users together

Connect with Dr. Ahmed Bouzid

Witlingo: https://witlingo.com/

The Fish & the Bird: https://www.linkedin.com/posts/ahmedbouzid_voicefirst-sonic-sonicmarketing-activity-6818992542961438721-2Dvl

Follow him on Twitter: https://twitter.com/didou/

Connect with him on LinkedIn: https://www.linkedin.com/in/ahmedbouzid/

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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 Voice of Tomorrow: An Interview With Dr. Ahmed Bouzid - Part 1

Wed, 05 Jan 2022 06:00:00 -0400

“I would say that the core driver has always been trying to enable more folks to engage, more people to be able to express themselves. So when I go back and look at all the things in my life, that seems to be the theme." -- Dr. Ahmed Bouzid

This episode's guest is the founder and CEO of Witlingo, a McLean, Virginia-based company that builds tools for publishing sonic experiences, from Alexa Skills, Google Actions, and Bixby Capsules to Microcasts and social audio products and solutions. Before Witlingo, he was the Head of Product at Amazon Alexa and the Vice President of Product at Genesys.

He holds twelve patents in Human Language Technology, is an Ambassador at The Open Voice Network, an Editor at The Social Epistemology Review and Reply Collective (SERRC), and was recognized as a "Speech Luminary" by Speech Technology Magazine, as well as among the Top 11 Speech Technologists by Voicebot.ai. His name is Dr. Ahmed Bouzid, and if you have any interest in the future of voice and technology, this will be an enlightening discussion.

Better Than Computers

Dr. Bouzid starts the interview by recalling his formative years in Casablanca, and his memories of waking up to the sounds of chickens on his family’s villa. He goes on to tell us about his work as a software engineer and how computers still have a long way to go to catch up with human language skills. “Language is a very fascinating problem to solve from the technological perspective,” he explains, “one of the hardest problems in artificial intelligence.”

Teaching a Machine Manners

We take a deeper look at the paradox of machine learning versus the human brain, how people have evolved around the use of language in a way that computers haven't. "Some people say that we are wired for language," he tells us, "that it's something that we are born with." Even something as seemingly simple as being polite can be almost impossible to program into a computer since it depends on so many cultural and social cues that we don't usually think about.

The Fish and the Bird

Next, we talk about Witlingo and the challenges facing voice-first systems like Alexa and Siri. Dr. Bouzid explores one of those challenges with a story he calls the Fallacy of the Fish and the Bird that illustrates the temptation to judge a new product using the same metrics that we used for the older ones, even when they don’t make sense. As he put it, “the metrics of the fish don't apply to the bird, and, also, there are a lot more fish than there are birds.”

Thinking Like a Bot

The first half of our interview focuses on the advantages and limitations of chatbots, the uncanny valley that an almost-human voice system can fall into, and his approach to making AI voices and voice-first interfaces more accessible. “I subscribe to the school of thought that says we should not try to have the bot emulate the human being,” Dr. Bouzid explains. “The conversation between a human being and a bot is different than a human being to a human being.”

Episode Summary

Dr. Bouzid’s early childhood in Morocco
Why humans are better at speech than computers
The challenges of teaching an AI language
Witlingo and the metrics of voice-first software
How we talk to and interact with voice AI

Connect with Dr. Ahmed Bouzid

Witlingo: https://witlingo.com/

The Fish & the Bird: https://www.linkedin.com/posts/ahmedbouzid_voicefirst-sonic-sonicmarketing-activity-6818992542961438721-2Dvl

Follow him on Twitter: https://twitter.com/didou/

Connect with him on LinkedIn: https://www.linkedin.com/in/ahmedbouzid/

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Musical Logos: An interview with Rajeev Raja - Part 2

Wed, 29 Dec 2021 06:00:00 -0400

“So brands are trying to find a voice which is sympathetic, which is sincere, and we think music can play a big role in that. Because if you like music, you like it, you don't judge it. You don't question the intentions of an artist. You just love the piece of music.” -- Rajeev Raja

This week we continue my interview with musician, soundsmith, and BrandMusiq founder Rajeev Raja as we talk about no-contact business branding, sonic branding in the retail market, and the challenge of bringing the nuance of branding to musical logos.

Keeping the Brand Alive

We start the second half of the interview with a look at how the pandemic has changed the relationship between businesses and their customers, and how sonic branding can help preserve a sense of connection even in the absence of face-to-face transactions. “They've discovered that having a sonic identity,” Rajeev explains, “transmits an emotion which can actually keep their brand alive in the emotional dimension, and raise their emotional quotient and keep it there.”

The Subconscious Level

After that, we talk about the power of MOGOs and audio branding in the age of social media, the challenge and opportunity to differentiate brands using audio, and the influence it can have on a deeper, more subconscious level than most marketers consider. “When you create a sonic identity for a brand,” he says, “and wherever the brand is heard, it's not just about creating a jingle and saying hey, hey, hey, listen to me – it's also the feeling that you leave behind.”

Mapping Society’s Mood

We wrap up the interview by considering how many different aspects of our lives are being revolutionized by sound and the potential for sonic branding, from custom sounds in electric vehicles to healing sounds in hospitals, and how this new soundscape can reflect and even help improve the mood of our global society. "During Covid, I used to just play healing tunes on the flute, and started sharing it," he tells me, "and I started realizing the power, the honest feelings that you have. Close your eyes, listen to that piece of music, and it's like you put the worries of the world away for a while."

The Theory Behind MOGOs

If you’d like to learn more about Rajeev’s theory of MOGOs, check out his TED talk “The Enchanting Theory Behind MOGOs” at https://youtu.be/hBhREwd-LaM. You’ll get to hear him demonstrate the concept with a beautiful flute performance and learn more about how, as he puts it in the video, a MOGO, or musical logo, is “the shortest distance between a brand and the consumer's heart.”

Episode Summary

How audio can help strengthen brand relationships
Audio branding and the social media revolution
The power of sound to make a subconscious impression
How sound can change the way we see the world
Rajeev’s Theory of MOGOs on YouTube

Connect with Rajeev

Website: https://brandmusiq.com/

The enchanting theory behind MOGOs | Rajeev Raja | TEDxSIULavale: https://youtu.be/hBhREwd-LaM

Follow Rajeev Raja on Facebook: https://www.facebook.com/rajarajeev/

Connect with Rajeev Raja on LinkedIn: https://www.linkedin.com/in/rajeev-raja-1b0b1649/

Listen to Rajeev Raja on Soundcloud: https://soundcloud.com/brandmusiq

Follow Rajeev Raja on Twitter: https://www.facebook.com/rajarajeev/

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Musical Logos: An interview with Rajeev Raja - Part 1

Wed, 22 Dec 2021 06:00:00 -0400

“Because we also believe that brands are multidimensional, just as human beings are, right? So, we are multidimensional: we are seen in a certain way by our close friends, we are seen in another way by our family, close family, we are seen in a third way by our colleagues and associates, right? So, we are multidimensional, and brands also need to express themselves in different ways depending on the environment that they are in.” -- Rajeev Raja

This episode's guest is the former National Creative Director of ad agency DDB Mudra as well as one of India's finest jazz and fusion flautists, with a number one album on the iTunes India charts for three weeks running. He's the founder and "soundsmith" of BrandMusiq, the first company in Asia dedicated to designing and managing sonic brand identities, and is a creative powerhouse who straddles the two worlds of branding and music.

With over twenty-five years of advertising experience, he's worked on many of India's and the world's top brands and created many award-winning nationwide campaigns. With such strong credentials in music and branding, it's only natural that Rajeev Raja founded BrandMusiq – a perfect example of how one's passion can also become one's life work! Listen in as we talk about the power of sound: how it can make a brand more memorable, and how it can touch and influence our emotions on a daily basis.

The Flute Found Me

Each episode begins with a look back at my guest’s earliest memories of sound, and Rajeev shares a moving account of how he grew up listening to the vinyl records his mother used as a classical dancer in a home that was always filled with music. Soon he began to listen to pop music from around the world, then early jazz, the blues, and then the flute. “Just by ear, I could immediately play it,” he says. “It was as if I'd found the flute, but the flute found me.”

Music on a Higher Level

Even after he’d settled into a successful career as an advertising professional in Mumbai, music still called out Rajeev, and he faced a choice between following his two passions. When he realized how essential music can be for branding, and how few companies had really tapped into its potential, he founded BrandMusiq. As he puts it, "we can elevate music to a higher level, compared to the way it was used generally, which is a good old jingle that happens on a radio spot or a TV spot but doesn't reflect the essence of the brand."

One Brand, Many Expressions

Next, we talk about MOGOs, or musical logos, a term he created that's quickly taken off in the business world. Rajeev uses his flute to give us a beautiful firsthand demonstration of how subtle changes can affect the mood it creates in surprising ways. "The beauty is once you've created your sonic identity," he says, "which the MOGO, the musical logo, is, as we've said, a big part of, then you can actually start creating different adaptations with these different emotions... it's one brand, but with many expressions."

Creating a Musical Identity

The first half of our interview concludes with a look at musical motifs and Jungian archetypes, and the power of musical logos to transcend the boundaries between cultures and generations while embracing their unique qualities. “There is a rich tradition,” he explains, “and a science behind this in our Indian culture… and if you listen to the great western composers, you’ll see that they knew that the use of a certain scale or combination of scales, major to minor and etcetera, would evoke certain emotions.”

Episode Summary

Rajeev’s early life and music in Bangalore
How a twist of fate led him to become a flautist
Founding BrandMusiq and the theory of MOGOs
Musical motifs and the power of archetypes
The flexibility and diversity of MOGOs

Be sure to listen next week for part two as we talk about the challenge of branding in a no-contact world, the explosion of sonic branding thanks to social media, and how MOGOs could become as much a part of our personal lives as they are the business world.

Connect with Rajeev

Website: https://brandmusiq.com/

The enchanting theory behind MOGOs | Rajeev Raja | TEDxSIULavale: https://youtu.be/hBhREwd-LaM

Follow Rajeev Raja on Facebook: https://www.facebook.com/rajarajeev/

Connect with Rajeev Raja on LinkedIn: https://www.linkedin.com/in/rajeev-raja-1b0b1649/

Listen to Rajeev Raja on Soundcloud: https://soundcloud.com/brandmusiq

Follow Rajeev Raja on Twitter: https://www.facebook.com/rajarajeev/

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Being More Human: An Interview With Graham Brown - Part 2

Wed, 15 Dec 2021 06:00:00 -0400

“All this machine learning is dehumanizing a lot of our interactions, and I say that as an AI graduate, very passionate about AI. Machine learning, pandemic data is very much dehumanizing a lot of what we do, everything from the chatbot to the less personal interaction with people." -- Graham Brown

This week my interview with Graham Brown continues as we discuss machine learning, podcasting, and finding your ideal listener.

Artificial Voices

The second part of our interview begins with a deeper discussion of machine learning, advances like the OpenAI project and Google's MUM library, and the impact that it's having on everything from content writing to the voiceover industry. How will this affect artists and content creators? Can a machine ever really capture the human experience? "You can mimic a voice," Graham says, "but you can't mimic a conversation. That's the difference."

Your Ideal Listener

Next, we delve into the reasons for podcasting, whether it's just artistic expression, connecting with an audience, or promoting a brand. Graham tells us about the value of figuring out your ideal listener, the person you're really speaking to. "That's the difference," he explains, "between doing a podcast and talking to someone and projecting your voice into the ether," as he considers whether podcasting might become as widespread as resumes.

The Human Touch

We wrap up the episode with a look into the future of social audio in the era of Zoom meetings and remote work, and how audio balances the demands of professional efficiency with the need for an authentic human touch. “Storytelling should always be about re-framing narratives,” he tells us, “and if you think storytelling can be positive and negative, you can change the way people see things, events, history, other people, in a positive way.”

Episode Summary

Machine learning and the future of human audio
Figuring out your ideal podcast listener
The future of podcasting and social audio media
Graham’s latest projects and how to learn more

Connect with the Guest

Pikkal Website: https://www.pikkal.com/

Graham Brown’s Website: https://www.grahamdbrown.com/

Connect with Graham Brown on LinkedIn: https://www.linkedin.com/in/grahamdbrown/

Free Download – Learn How to Create a Successful Podcast for your Brand: https://www.podcastingforbrands.com/

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals: https://voiceoversandvocals.com

Tweet with me on Twitter: https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn: https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy: https://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

Being More Human: An Interview With Graham Brown - Part 1

Wed, 08 Dec 2021 06:00:00 -0400

“If you've grown up not wanting to make mistakes because that was beaten out of you in the system, or if you've grown up trying to be perfect in your appearance, all of that is tough. Now you have to go onto a podcast and you have to be human, which is not easy.” -- Graham Brown

My next guest is the founder of Pikkal & Company, an award-winning, AI-powered, data-driven business-to-business podcast agency in Singapore, and The Podcast Accelerator, a mastermind of thought leadership podcast hosts. He’s also a published author on the subject of the digital transformation of communication, so when it comes to getting his point across, he has a bit of an advantage.

His passion for understanding how we use technology to communicate has led him to host several podcasts of his own, including Podcast Maps, the Be More Human podcast, the XL podcast XL: 10 Minute Leaders Live and Asia Tech podcast. He’s published over a thousand podcast episodes, and his work has been featured in the Financial Times and the Wall Street Journal, just to name a few. His list of clients is impressive too, including McKinsey, Leap, UTI Investment Bank, AirAsia, Nokia, UNICEF, Disney, and Monster Energy Drinks.

His name is Graham Brown, and if you want to learn more about podcasting for your brand, and effective communication in general, this interview will definitely be something you’ll want to hear.

Sound is the Root

We start off the episode with a look at Graham’s life in Singapore and the influence Asian culture had on his childhood, and then at some of the music that shaped his upbringing, from his mom’s Abba albums to awkward conversations about the Beatles. He soon realized the importance of sound in every aspect of our lives: “If you are very much passionate about people, communication, travel, culture, and languages, then sound is the root of all of that.”

Breaking the System

“The basis of language is listening,” Graham says as he tells us about the challenges and opportunities of communicating across cultural divides. We talk about how technology has been used to overcome such divisions ever since the start of the information age, from Bluetooth dating in Saudi Arabia to emergency bulletin board systems in Japan. “It was amazing how young people would really break the system to achieve that sort of social end, and that was universal... and, at a later level, that became innovation.”

Where Podcasting Came From

We continue with a deeper look at the early days of the internet and social media, and how today’s streaming content, from Netflix and Disney+ to iTunes and Spotify, emerged from those Wild West days of Napster and torrent streams. Now, as podcasting and content creation become mainstream, Graham helps businesses find the right balance of authenticity for business clients who might not be accustomed to opening themselves up to an audience. “Vulnerability,” he explains, “isn't just being caring, it's about admitting mistakes and not pulling back, not editing yourself. And that's really hard.”

The Eighth Habit

The first half of our interview concludes as we talk about how online culture has evolved into audio apps like Clubhouse, Twitter Spaces, and now Spotify Greenroom. Graham notes that Stephen Covey’s The Eighth Habit, the sequel to his famous The Seven Habits of Highly Effective People, is to “find your voice and inspire others to find theirs,” and that, even with all the advances in deepfake technology, a genuine human voice, not just the sound but the authenticity of conversation and communication, remains impossible to copy.

Episode Summary

Graham’s childhood and early musical influences
The importance of sound as a social connection
Youthful innovation in the internet's early days
The unfamiliar vulnerability of podcasting
Finding your voice in the age of chatroom apps

Be sure to listen next week for part two as we talk more about machine learning, Graham’s upcoming projects, and how podcasts might someday become as ubiquitous as websites and resumes.

Connect with the Guest

Pikkal Website: https://www.pikkal.com/

Graham Brown’s Website: https://www.grahamdbrown.com/

Connect with Graham Brown on LinkedIn: https://www.linkedin.com/in/grahamdbrown/

Free Download – Learn How to Create a Successful Podcast for your Brand: https://www.podcastingforbrands.com/

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals: https://voiceoversandvocals.com

Tweet with me on Twitter: https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn: https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an

Intentional Audio Strategy: https://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

Listen and Breathe: An Interview With John Watkis - Part 2

Wed, 01 Dec 2021 06:00:00 -0400

"Your breathing is the key to calming yourself down because you can lower your heart rate and calm yourself by the proper breathing techniques. And so we call this diaphragmatic breathing, and anyone in theater arts and anyone who sings will do this type of breathing. It's also used in yoga and mindfulness, where you take that deep breath, imagining that you have a balloon inside your stomach, and as you breathe in the balloon expands. You hold it for a few seconds and you exhale slowly, and that slow exhale brings your heart rate down."

-- John Watkis

This episode's the second half of my interview with performance coach, professional speaker, and author John Watkis, as we discuss empathy, breathing, and the key to speaking with confidence.

A Bigger Toolbox

The second half starts with a deeper look at the role silence plays in effective speaking, and whether storytelling is necessary to connect with an audience. John points out how some of the most famous speeches in history have effectively used elements like relatability and repetition, and the importance of using every tool at your disposal. As he puts it, “when you need a screwdriver or sandpaper, make sure those are elements in your toolbox too.”

Both Sides of the Board

We also talk about active and passive listening, and how often we find ourselves listening just enough to form our own reply, without really considering the other person’s words. “That's listening in and of itself,” he says. “We think we hear it, but we're not hearing what they mean.” John compares such exchanges to a game of chess, and, as in chess, the key to effective communication is to use empathy and consider the perspective on each side of the board.

Remembering to Breathe

We conclude our interview with a look at why, as an introvert, John prefers the intimacy of Clubhouse to some of the bigger social media networks, and he offers some practical advice on breathing, relaxing and speaking with confidence even if you aren’t a natural. “At any point when you feel nervous,” he explains, “it usually means you haven't been breathing. In fact, I watch speakers who gulp on air because they've been speaking without taking a breath.”

Episode Summary

The role of silence and storytelling.
Repetition, rhythm and effectively using metaphors.
Listening with empathy and understanding.
How to relax and breathe while giving a speech.

Connect with the Guest

Website: https://johnwatkis.com/

Follow John Watkis on Facebook: https://www.facebook.com/zumba.john.5/

Connect with John Watkis on LinkedIn: https://www.linkedin.com/in/johnwatkis/

Tweet to John Watkis on Twitter: https://twitter.com/johnwatkis

Try the High-Stakes Performance community free for 7 days:

https://www.highstakesspeaking.com/plans/135624?bundle_token=4c022e1905d1f5699f43f8baf72992d0&utm_source=manual

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals: https://voiceoversandvocals.com

Tweet with me on Twitter: https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn: https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an

Intentional Audio Strategy: https://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

Listen and Breathe: An Interview With John Watkis - Part 1

Wed, 24 Nov 2021 06:00:00 -0400

“And we see it, we automatically know and can even tell when someone is reading something that is written. We're like, 'ah, they're reading.' And it's usually not their fault: it's that they're reading something that was written to be read by the eye, not for sound.”

John Watkis

This episode's guest knows a thing or two about public speaking and connecting with an audience: he's a high-stakes performance coach, a professional speaker, and the author of Speaking Notes: The Eight Essential Elements to Make Your Speech Music to Their Ears, not to mention the first Canadian-born actor to play Mufasa in the Disney musical The Lion King. Clients seek him out when they have to communicate at their best during presentations, pitches, and interviews. His name is John Watkis, and this week we'll be having a fascinating discussion about public speaking, storytelling, voiceovers, and everything else about sound in between.

How People Judge You

We begin with John’s earliest memory of sound, a harrowing encounter with a Winnebago when he was just four years old. From there we talk about his childhood in Toronto and how people’s mistaken impressions of him based on his Jamaican heritage led to an early understanding of how sound and voice influence people’s unconscious biases. “It was always apparent to me that the way you speak will determine how people judge you and the perception they have of you.”

Writing for the Ear

John goes on to tell us about the subtle differences between writing for the ear and writing for the eye, and how an experience near the start of his career revealed to him the hidden link between composing music and crafting speeches. We look at the eight elements great music and great speeches share, and how they both use rhythm to make a lasting impression. “That's the hook,” he tells us, “it's the one part we stick to. Well, speeches are very much the same.”

The Sound of Trust

We also discuss just how much information we convey without even realizing it, without necessarily saying a word. John explains the origins of a popular statistic about body language and talks about how cultural differences can challenge the way we’re used to reading people’s emotions. “When there was a misunderstanding or a lack of trust,” he recalls in a landmark study, “7% of that distrust came from words, 38% was the tone of voice, 55% was body language."

Getting Used to Silence

One thing public speakers quite often misunderstand, John explains, is the power of silence. “What is missing,” he says, “and you'll find most speakers don't want to use it, is silence. When we speak about sound, the sound of silence can be uncomfortable." Most of us use filler words and sounds to avoid awkward silence, but he shows us how silence can be an important part of communication, and how we can use it to create a powerful impression on listeners.

Episode Summary

Sound, voice, and unconscious impressions.
Writing for the ear vs. writing for the eye.
The eight elements great music and speeches share.
Body language, tone, and establishing trust.
How to effectively harness the power of silence.

Be sure to listen next week for part two as we talk about empathetic listening, the unexpected ways a speaker can connect with their audience, and the overlooked importance of breathing.

Connect with the Guest

Website: https://johnwatkis.com/

Follow John Watkis on Facebook: https://www.facebook.com/zumba.john.5/

Connect with John Watkis on LinkedIn: https://www.linkedin.com/in/johnwatkis/

Tweet to John Watkis on Twitter: https://twitter.com/johnwatkis

Try the High-Stakes Performance community free for 7 days:

https://www.highstakesspeaking.com/plans/135624?bundle_token=4c022e1905d1f5699f43f8baf72992d0&utm_source=manual

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals: https://voiceoversandvocals.com

Tweet with me on Twitter: https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn: https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an

Intentional Audio Strategy: https://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

Exposing Marketing Misconceptions: An Interview With Austin Franke – Part 2

Wed, 17 Nov 2021 06:00:00 -0400

*Please be advised - there is some strong language at the end of this episode.*

“Since our brains are wired for community almost above everything else, social media can be a replacement for in-person community. And social media, if communities are built and authentic value is being brought to the table and all of that, then you can’t argue with that: it’s good. But what they’ve found is that even if someone is really positive on Facebook, it’s also psychologically harmful.”

Austin Franke

This episode’s the second half of my interview with behavioral strategist and Woo Punch founder Austin Franke, as we talk about advertising and marketing in the age of social media.

Brands and People

Our interview picks up with a discussion of availability bias, and how mental availability, the ease of recalling a particular brand in the right circumstance, can win out over persuasion. We discuss two competing approaches to marketing in the digital age and where Austin thinks the brand love approach goes wrong compared to data research: “where the misunderstanding comes from, I believe, is assuming that customers will ever view a brand like they do a person.”

Large Business Effects

We continue with a look at what the future might bring for Clubhouse and for other social media companies that are now trying to emulate its approach, and Austin explains how recent studies on “large business effects” have reaffirmed the value of traditional advertising even in the digital age. “My philosophy on social media is that it can help you if you’re a small business,” he explains, “but it’s really only effective as a complement to traditional media.”

Rare and Valuable Work

Austin talks about his social media philosophy, and the psychological harm that he believes trying to use it as a substitute for real-life communities has caused. We discuss toxic positivity and negativity, the addictive quality of social media, and Cal Newport’s books Deep Work and Digital Minimalism. “Rare and valuable work leads to success,” Austin says as he explains why he doesn’t rely on social media, “more than a bunch of superficial, hard, long hours of work.”

Debunking Popular Wisdom

We wrap things up with a look at Austin’s company Woo Punch and how it helps businesses better align their goals as well as build distinctive brand assets, and close with a review of some of the most and least effective ads of the Super Bowl. “I really love exposing the lies of the business industry,” Austin explains what motivates him as a writer and as a behavioral strategist, “with empirical data that debunks some of the most common popular wisdom.”

Episode Summary

Availability bias and brand love vs studying the data.
Social media and the value of mainstream advertising.
The dangers of social media and toxic positivity.
Woo Punch and the Super Bowl’s ad winners and losers.

Connect with Austin:

Website: https://www.woopunch.com/

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Exposing Marketing Misconceptions: An interview with Austin Franke - Part 1

Wed, 10 Nov 2021 06:00:00 -0400

“We are loyal and loyalty is very common in business, but it’s what he calls ‘polygamously loyal.’ And essentially what that means is exactly what it sounds like: we’re loyal to a handful of brands.”

Austin Franke

This week’s guest is the founder and behavioral strategist at Woo Punch, a brand communications consultancy. As a brand design and advertising consultant, he helps brands construct and establish memory structures in their customer’s brains over time. As a mission consultant, he leverages behavioral science to help business owners pursue the long-term good of their company, their employees, and their customers without sacrificing their personal lives. And as a writer, he exposes the lies of business gurus with empirical evidence that debunks their claims. He has a simple message: customers don’t really think about brands. Advertising’s primary purpose is to remind customers, consciously and unconsciously, that brands exist.

His name is Austin Franke, and we’ll be getting into the nitty-gritty when it comes to getting and, most importantly, holding a potential client’s attention. How does this work? And how can we make it work better without being sleazy? In this episode, we’ll find out!

Making Your Own Music

We start off the show with a look back at the sounds that influenced Austin as a child, from his piano lessons in kindergarten to his uncle’s career as a musician. He recalls how he discovered the beauty of songwriting and creating his own music while learning to play the guitar, and the impact that jazz had upon him: “When I listen to jazz it just literally transports to me another place, and I don’t know of any other genre that’s ever really done that for me.”

Seducing the Subconscious

Next, we talk about how the study of behavioral science changed the way he sees marketing, and how it challenges the conventional wisdom of trying to create brand loyalty. We discuss the book Seducing the Subconscious by Robert Heath and just how many decisions we make during the day happen on a purely subconscious level. “I’m very intrigued by the idea,” he explains, “that most of our decisions happen without us ever knowing that we’re making them.”

The “Mad Men” Myth

Austin tells us about how Professor Byron Sharp created the term “polygamous loyalty,” and showed that brand loyalty doesn’t really create growth so much as result from it. We talk about “the ‘Mad Men’ myth” and how Don Draper’s persuasive approach to advertising is a good example of how not to advertise in this day and age. As Austin explains it: “we know that the goal of advertising is essentially to remind customers you exist when they are ready to buy.”

Disruptive Geckos

The first half of our interview concludes as we talk about how difficult industry innovation can really be. We take a look at the insurance industry as a case study in marketing disruption, and how Geico’s famous gecko completely changed the rules when it came to insurance advertising. “Geico disrupted an entire industry,” he says, “and I think the insurance industry is the best example I can think of right now that really leverages audio assets.”

Next week we’ll continue with a look at how social media has changed advertising, the future of Clubhouse and online communities, and how Woo Punch is helping clients build distinctive brand assets.

Episode Summary

Music, songwriting, and the power of jazz.
Behavioral science and the truth about marketing.
A look at polygamous loyalty and debunking the Mad Men myth.
Understanding the real goal of advertising.
How the Geico Gecko transformed the insurance industry.

Connect with Austin:

Website: https://www.woopunch.com/

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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 Power of Podcasting

Wed, 03 Nov 2021 06:00:00 -0400

It's hard to believe it's been almost two years since the very first episode of Audio Branding. We've featured over forty exciting guests since the show started and talked about everything from audio branding (imagine that) and healing harmonies to machine learning and the sounds of the planets and stars. In this episode, we'll take a look at podcasting itself and some of the tools I use for my show that might be helpful to anyone thinking of starting their own podcast.

Just so you know, some of the links I'll be sharing are affiliate links, but you're welcome to check out the websites without my affiliate codes, if you prefer. Either way, they're a good place to start when it comes to creating your podcast empire.

With over a hundred million people in the U.S. alone listening to podcasts just last year, plus over twelve million in the U.K. and thirteen million in Canada, the audience and market influence of podcasting is only getting bigger. More than half of the people listening to digital audio, now listen to podcasts, and that audience is more attentive than ever before: podcast listeners devote on average thirty percent of their listening time to podcasts.

If you have a brand, a product, or even just a message that you want to share with the world, podcasting is becoming one of the most effective ways to reach your audience. It fits into all the corners of your multitasking life because you can listen while you’re taking a walk, driving to work, washing the dishes, whatever. But there are some basic things you need to consider when you’re ready to put your podcast out there. For instance, where do you start when it comes to hosting your podcast? There are all sorts of options, and my show uses Captivate.fm for its hosting services.

Not only do they offer marketing information on the site for promoting your podcast (Mark Asquith and his team really share some stellar information), they charge by the number of downloads per month rather than the number of podcasts. While a lot of other hosts charge per podcast, you can have as many as you like on Captivate, which can really come in handy if you ever want to start a new podcast while keeping your old podcast’s episodes archived. You can also create podcasting networks and even share ads within that network – an option that previously has only been available for content creators with very deep pockets. I highly recommended them, and you can find a link to them on my blog:

https://www.captivate.fm/signup?ref=jodikrangle

Of course, there’s also the matter of recording your interviews, especially if you’re working on the go or, like me, you’re often interviewing guests from all over the world. Cloud-based audio software and interview services have come a long way just over the past few years, and the interviews on my show are recorded using Squadcast.fm, a browser-based remote service with stellar audio quality that can host up to four people in a session.

Each speaker’s audio track is separated into a high quality .wav file, as long as you make sure echo cancellation is turned off (and to make that work, everyone involved, needs to be wearing headphones – just so you know!). The service also just added video recording this year. There's a link to them on my blog too, and it comes with a free seven-day trial:

https://squadcast.fm/?ref=jodikramps1

Once you have your podcast recorded and hosted, you’ll probably want a website for it, not to mention an app for people listening on their mobile devices. Why not? There are quite a few different ways to go for hosting web and app content, but this show uses SupaPass.com since it specializes in podcasts. It offers a free trial too, and a free package for building a website if you’re just starting out:

https://pricing.supapass.com/?rfsn=5500688.dfd08f

Another online tool I’ve found helpful is MyPodcastReviews.com, for collecting and organizing podcast reviews from all over the web. As part of the service, it even allows you to provide one link for people to leave reviews, called LoveThePodcast.com - which automatically displays only those options that work on your potential reviewer’s device, whatever that happens to be. You can find a link to it on my blog too, and it comes with a 14-day free trial, along with a few different annual packages:

https://mypodcastreviews.com/?ref=175

You might also want to let your listeners post voice reviews, ask questions or make comments on your podcast, with a super simple way of recording their short audio snippet – kind of like leaving a voice mail. There are several use cases for a service that I use called Witlingo (at Witlingo.com) – and you can see a link to a page that demonstrates those use cases, on my blog: https://witlingo.com/audio-station-use-cases/ . I’ve used it for podcast testimonials, feedback, and for questions and comments people might have after I’ve talked about something in a Clubhouse room (which is a companion to my podcast and happens on Wednesdays at 2pm Eastern in a Club called The Power of Sound. Since my podcast is released Wednesday mornings, it makes sense to have our discussions then). They have a free version (though it doesn’t have all the bells and whistles of the paid version) – and it’s well worth trying out. If you do decide to pay for the service, Witlingo has very kindly allowed me to offer you a 25% discount off your first year, if you put JODI in the subject header of your form or email when you contact them.

That may cover the big services – recording, hosting, distributing, reviewing and getting feedback on your podcast – but there are a ton of online tools that can help smooth out the bumps along the way.

Google Forms, not to be confused with Google Docs, is a free service for creating listener surveys and I also use it as an intake form for my guests, then forwarding automatically to Calendly so that they can book in their time for the actual interview. Calendly also offers a free option for setting up online meetings of any kind. Their links are also on my blog:

https://www.google.com/forms/about/

https://calendly.com/

There are professional services out there for finding guests, some more expensive than others, but you can save yourself thousands of dollars if you do it yourself. Some of the sites I use are podmatch.com, matchmaker.fm, ThePodcastCollaborative.com, PodcastDirectory.com, and Podbooker.com. You can use them to find guests and to appear as a guest on other podcasts, which is a great way to help build your audience while offering helpful and engaging content for their show. It really is a win-win situation for both the guests and their hosts. Just check my blog for those links:

http://www.podmatch.com/

http://matchmaker.fm/

https://ThePodcastCollaborative.com

https://www.podcastersdirectory.com/

https://www.podbooker.com/

The podcasting industry’s bigger than it’s ever been, and it’s growing faster each year: it’s estimated that more than 160 million people will be listening by 2023, just two more years. No matter what audience you’re looking for, it’s out there. These online tools can be a great way to get started, but the most important step is simply taking the first one – and there’s never been a better time.

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy

Audible Equity: An Interview with Audio Branding Expert, Shez Mehra - Part 2

Wed, 27 Oct 2021 06:00:00 -0400

“Brands and companies are going to have to be much more thoughtful about how they're approaching audio and how are they making people's lives easier, how are they putting them at ease, how are they, you know, easing apprehensions and anxieties, how are you lightening the cognitive load, if you will. And so much of this is subconscious, but that's really where sound design and audio branding becomes increasingly valuable.” -- Shez Mehra

This episode is part two of my interview with audio branding specialist and entrepreneur Shez Mehra, as we talk about audible equity, the future of branding, and the perils of stock music.

Renting Audible Equity

We begin with a look at some of the companies who took a long view toward their audio assets and branding, and are now starting to see the rewards. Disney+ has leveraged its decades-long branding to catch up with Netflix in a matter of months while children's shows like Paw Patrol and Peppa Pig have understood and invested in their audio brand. "And yet you have Fortune 1000," Shez explains, "even Fortune 500 companies that are running around still trying to rent their audible equity every time they go to market.”

Shez also humorously points out the dangers of waiting until the last minute or relying on stock music when it comes to the audio component of an ad campaign with a video of no less than four major companies using the same theme. Want to hear what Nike, KFC, H&M, and Dolce & Gabbana have in common? Just click on the link below:

https://vimeo.com/510302624/

A Deep Diagnostic

Shez tells us about his work with the Telus #EndBullying campaign, and how, over a two-day period, his team helped turn around a project that had put off its audio strategy. “That was one of those instances,” he says, “where we believed in the campaign, we believed in the work and we did our very best to bring it to life quickly and efficiently.” We also talk about how his workshop helps analyze the role of audio content in a client’s marketing strategy. “We really do a deep diagnostic of their sonic universe as it exists today.”

Making People’s Lives Better

"In order to really resonate with people or capture their attention,” Shez explains, “you can't just serve them a TV commercial anymore.” We conclude with a look at the future of audio and its transition from the jingles and focused television spots of yesterday to the more ambient role it plays in our lives today. “You don't notice the music when it makes sense for the environment you are in, but subconsciously it is working… the goal here is to make people’s lives better without them even realize you’re doing so.”

Connect with the Guest

Websites: https://the194group.com/

https://www.audiobrand.io/

https://rainamusic.com/

Follow Shez Mehra on Twitter: https://twitter.com/shezmehra

Connect with Shez Mehra on LinkedIn: https://www.linkedin.com/in/shezmehra/

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals : https://voiceoversandvocals.com

Tweet with me on Twitter : https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube: https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn : https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Audible Equity: An Interview with Audio Branding Expert, Shez Mehra - Part 1

Wed, 20 Oct 2021 06:00:00 -0400

“If you're not thinking about sound and audio strategically and intentionally as it applies to every part of the mix in marketing, every touchpoint, every channel, every platform, then you're likely going to be doing yourself a disservice.” -- Shez Mehra

This week’s guest is an award-winning creative entrepreneur, founder, advisor, and producer who specializes in building brand affinity through the strategic and intentional use of sound. Sounds like the perfect person to ask about audio branding, right? His name is Shez Mehra and we met recently at a monthly Zoom chat that Jeanna Isham put together, discussing sound in marketing. Shez really impressed me with his knowledge about the industry, with the projects he’s worked on in the past, and where he sees this going in the future.

He’s on the cutting edge of discovering creative ways to use sound for his clients every day, and I’m looking forward to exploring more about that and hearing some of the stories he has to tell.

I really think you’ll enjoy this interview!

Playing the Wizard

Shez tells us about his earliest memories of sound, of dancing to Chubby Checker with his dad and trying to figure out how the musicians could fit inside a radio. But his life truly changed once he heard a DJ's record scratch, and then when he went to his first nightclub and saw a DJ's hold on the audience firsthand. "I was fascinated by this person sort of behind the scenes," he explains, “playing Wizard of Oz and really controlling the entire narrative and soundscape and influencing so many people's journeys.”

Differentiation Through Sound

“Audio branding,” Shez tells us, "is essentially building differentiation through sound. It's not unlike visual branding in that you see a logo or a brand or a color and you're intrinsically thinking about that brand or that company.” We discuss the more binary role sound used to play in marketing jingles, and how our audio branding has evolved over time. As Shez says, it’s about being “everywhere that a brand exists and speaks to a customer.”

A Post-Production Conversation

We also take a look at the meteoric rise of Clubhouse, Zoom, and social media in the audio branding landscape, and their staying power now that the world's beginning to open up again. Shez talks about the importance of integrating sound strategically into marketing from the very start of a brand. “Most brands aren't thinking about sound in this way. It's always thought of as a post-production conversation,” he tells us. “If you're not thinking about sound strategically, then you're likely going to be doing yourself a disservice.”

Not the Same World

“It is not the same world as even five years ago or ten years ago,” Shez explains, “and even the ways our brains are being wired differently now is changing.” We talk about the challenges that audio marketing faces in the age of social media: for instance, if a licensed song goes viral on TikTok, is the company positioned to take advantage of that? We discuss the perils of taking a halfhearted approach to building that audio brand and how he emphasizes those challenges and solutions for clients. “We understand the value of what we do but we need to be able to... articulate it to the people responsible for investing in brand and brand decisions.”

Be sure to tune in next week for part two as we continue the interview with a look at Shez’s upcoming Destination Toronto project, his work on the Telus #EndBullying campaign, and a peek at what can happen when too many brands use the same stock music.

Connect with the Guest

Websites: https://the194group.com/

https://www.audiobrand.io/

https://rainamusic.com/

Follow Shez Mehra on Twitter: https://twitter.com/shezmehra

Connect with Shez Mehra on LinkedIn: https://www.linkedin.com/in/shezmehra/

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals : https://voiceoversandvocals.com

Tweet with me on Twitter : https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube: https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn : https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

An Audio Retrospective - Celebrating 100 Episodes

Wed, 13 Oct 2021 06:00:00 -0400

Sound is a subject I’m very passionate about, and it’s more important than we think. When I started this podcast I wanted as many people as possible to know that their audio shouldn’t be an afterthought. But as I spoke with people about this topic, I learned that I had a lot to learn about it too. Every guest on this show has shared valuable information about how sound shapes us, and I’ve been fascinated by the depth of these conversations. I hope you have too.

There’s a lot to unpack here, and the samples featured in this episode really just give you a basic overview. I’ve included links to each of the episodes here so you can go back and listen to any that intrigue you. Ultimately I’m on the same journey of discovery that you are, and it’s a journey that we’re taking together.

It Seems Like Magic

We start things off with a look back at my Episode 19 interview with sonic strategy director and audio alchemist Steve Keller, and his amazing work in using sound to change the way our brains perceive different flavors. From there we revisit Episode 81, an interview with Jim Kennelly and Sam Ufret of Lotas Productions, and the trends they’ve followed in the voiceover industry after Covid-19.

Steve Keller: https://www.sxmmedia.com/

Jim Kennelly and Sam Ufret: https://www.lotasproductions.com/

“Hey Jodi, it’s Marie Hoffman. I just listened to your podcast with Jim Kennelly and Sam Ufrent, and the excitement and positivity that they brought to the podcast about the future of voiceover and synthetic voices and AI was palpable. I felt like I went to four years of college in your thirty-one-minute podcast. Thank you so much for airing this, and keep up the good work!”

— Marie Hoffman, Voiceover Artist

The Timbre of Your Voice

We continue with audiologist and parent coach, Dr. Lilach Saperstein’s interview in Episode 79, and the subtle connection between our sense of hearing and emotional relationships. Then we jump back a little further to Episode 71 and Hamish MacDonald, the managing director of Squeak-E-Clean Studios, and how he conveys the true value of sound to his clients and partners. After that, we check in with casting director and coach Mary Lynn Wissner in Episode 36 , to talk about how sometimes the best voice for a job isn’t the one her clients expect.

Dr. Lilach Saperstein: https://allaboutaudiology.com/

Hamish MacDonald: https://www.squeakeclean.com/

Mary Lynn Wissner: https://www.voicesvoicecasting.com/

“This is Cheryl Holling, host and creator of the podcast 19Stories: From Fear to Hope. I’m also an avid listener of your podcast, Jodi, and given you’re about to celebrate the release of your hundredth episode and inquired about our favorite episode, I’d have to say that as much as I enjoy all of your wonderful guests, I so appreciate your solo episodes, especially your most recent one entitled “Positive Vibes Only.” The amount of research you do, the really interesting information you provide, and your delivery always make me feel like I’m listening to an audio documentary where everything you describe comes to life. Congratulation on your one-hundredth episode and I look forward to the next hundred ones!”

— Cheryl Holling, Voice Over, Podcast Producer & Host

A Hell of a Statistic

Next, we take a look at Episode 29 and my interview with multimedia storyteller Brandee Sanders, who shares her insights into the connections between sonic branding and audio storytelling. After that, we jump to Episode 30 and marketing upheaval expert Rudy Fernandez, who discusses the science of sound and advertising.

Brandee Sanders: https://www.brandeesanders.com/

Rudy Fernandez: https://creativeouthouse.com/

“I don’t know, just picking one out of all the amazing content there’s been between the podcasting and Clubhouse, it would be tough to do. But if I had to pick one, I think it would be the podcast with Brandi Sanders. There was so much good information there crammed into sixty minutes and she has so much energy doing it. That is still one of my favorite Audio Branding podcasts, so thank you, Jodi.”

— Jim Cooper, Voiceover Artist

“Real People” is the Word

We start the second half off with a look back at Episode 42 and my interview with creative director and composer Nick Crane, who talks about the challenges and rewards of bringing an artist’s insight to commercial branding. Then we move on to Episode 53, where iHeart media audio producer Macha Gruber, now Macha Kane, talks about some of the more subtle advertising and branding trends that have emerged in the 21st century. After that, it’s time for a quick peek at Episode 77, where sonic branding strategist and Pirate Group Inc. CEO Tom Eymundson discusses his three-step branding methodology.

Nick Crane: https://racketclub.tv/

Macha Kane: http://machacreative.com/

Tom Eymundson: https://www.piratetoronto.com/

“We’re in the age of Voice First and, yes, it’s a relatively young industry, so it’s going to require a combined effort and partnerships between designers, developers, and the voiceover industry that I’m a part of. Jodi’s Audio Branding podcast provides a space where, as a guest or as a listener, we can all share and be inspired.”

— Jim Kennelly, Voiceover Producer and Director

Most of Our Decisions

From there we look back at Episode 87 and discuss filmmaker Kevin Elliott’s “three promises” system for creating videos that are sure to move people. After that, we revisit Episode 62, my interview with Dr. Cornelius Ringe and Lars Ohlendorf of the Audio Branding Academy and Berlin-based sound agency WESOUND, who talk about the ongoing process of audio management to help maintain a brand.

Kevin Elliott: https://wewafilms.com/

Dr. Cornelius Ringe and Lars Ohlendorf: https://www.wesound.de/en/

“This is Anne Ganguzza, voice talent coach and demo producer, and host of the VO Boss podcast. Jodi, I am such a fan of your Audio Branding podcast. I love how you explore the depths of how audio affects and influences us and it’s a topic that is so especially relevant for us in the voiceover industry. Your podcast should be required listening for all who want to elevate their brands and make more meaningful connections. Thank you for all you do for your listeners, and I can’t wait for the next episode.”

— Anne Ganguzza, Voice Coach and Producer

Something We’re Not Used To

As Audio Branding’s one-hundredth episode comes to a close, we revisit Episode 50’s interview with Eric Seay, co-founder and CEO of Audio UX, who talks about the fascinating process of localizing music and audio aesthetics for different cultures. Then we look back to one of my earliest interviews, Episode 8, with sound designer and studio owner John McClain, who discusses the evolution of sound and how it affects us, and end on a positive note with Episode 89, my interview with physician, speaker and author Dr. Teri Fisher.

Eric Seay: https://auxnyc.com/

John McClain: https://www.monstersp.com/

Dr. Terry Fisher: https://drterifisher.com/

“Hi, it’s Christoff Trappe. Jodi’s podcast has really been a fantastic resource for me. I listen to it every week when it comes out and always learn something new. Audio branding isn’t something that was always top of mind for me, even though I spent my day creating content of all kinds of different types. Fantastic show, would highly recommend it. Jodi is definitely an expert in the field.”

— Christoph Trappe, Content Marketer and Podcast Host

Thanks so much to all my listeners, to my wonderful guests, and to my colleague and friend Humberto Franco for his tremendous job in editing these episodes so that they sound as good as they possibly can. I hope you’ll join me for the next one hundred episodes.

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy - https://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 Sound of Marketing: An Interview with Jeanna Isham - Part 2

Wed, 06 Oct 2021 06:00:00 -0400

“This is about an enhancement. This is about a more immersive experience, not even an immersive audio experience, but an immersive experience because even if we tried and we just wanted to experience one sense, we can't."

Jeanna Isham

This week’s episode is the second half of my interview with composer, podcaster, and sonic branding expert Jeanna Isham, where we talk about voice technology and Jeanna’s inspiration as a podcaster, as well as the unlikely sound lessons we can all learn from Disneyland.

A Self-Led Journey

We begin with a quick look at Joel Beckerman’s book Sonic Boom and the subtle but effective audio strategies that Disneyland employs to make each of its themed sections stand out. Jeanna goes on to talk about her podcasting career and how it began as an effort to learn more about the audio side of marketing, and then as a way of sharing what she’s learned with others. “Through all this, I found the lack of sound strategy," she explains, “and as a musician, I was like, why would you just throw this in? So I started this self-led journey into sound marketing and realized that there was a lot missing."

The Beginning of Sound

Next, we discuss her Sound in Market online course, which is linked below along with her website. “We go back to the beginning of sound,” Jeanna says, “and realize that we are sound, and we do make sound, regardless of what you think, so why don't we make it on purpose?” She explains that sound makes a quicker sensory impression on the brain than sight and that user experience and voice AI design in particular can benefit from a more creative audio approach.

"I want to open up the possibilities in your brain. I want your brain to start spinning and thinking independently of what I'm saying."

Needing to Untether

We wrap up with a look at the future of audio and media technology, both its dangers and the potential it holds. “We have become so oversaturated with technology and visuals,” she says, “and just being on that people need to untether, and just take a break from it.” Jeanna and I discuss Mindshare’s Media Dystopia web series, and the effort to keep up with emerging technology as well as successfully engaging the human beings behind it. “It hurts my heart when something doesn't land, but it's because of execution.”

Next week will be my 100^th episode – be sure to check it out!

Connect with the Guest

Website: https://www.dreamrproductions.com/

Follow Jeanna Isham on Facebook: https://www.facebook.com/DreamrProductions/

Connect with Jeanna Isham on LinkedIn: https://www.linkedin.com/in/jeannaisham/

Tweet with Jeanna Isham on Twitter: https://twitter.com/Jeanna_Isham

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals : https://voiceoversandvocals.com

Tweet with me on Twitter : https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube: https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn : https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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 Sound of Marketing: An Interview with Jeanna Isham - Part 1

Wed, 29 Sep 2021 06:00:00 -0400

“I really like creating but it is a lot of work and one thing that I have noticed is that companies and even industries do not fully understand the potential of sonic branding.”

Jeanna Isham

This episode's guest has over twenty years of audio experience, ranging from film composition and production music through the world of sonic branding and sound identity as a creator, strategist, and thought leader. Her company, Dreamr Productions, creates audio identities for companies and brands as well as consulting and educating on sound in marketing and its best practices.

She also produces, hosts, and edits the Sound In Marketing Podcast while teaching courses on The Fundamentals of Sound In Marketing. Her name is Jeanna Isham, and one reason I wanted her on the show is that she’s right there in the thick of things, creating and consulting to help people understand how powerful a strategic and intentional audio brand can really be. Besides that, she’s just a great person doing great things, and that’s something you need to know about.

Memories of Summer

“The sound of cicadas makes me so happy," Jeanna says, recalling one of the sounds that always takes her back. "I have memories of sitting on my grandma's back porch sipping ice tea, yelling over the cicadas to talk to people, and that is my happy place." In the first segment, we take a look at how sound shaped her early life and dreams, from the tranquil hum of the cicadas to the music that helped inspire her as a teenager, from Sarah McLachlan to the Smashing Pumpkins.

It’s Not About Music

After trying her hand at traditional songwriting, Jeanna discovered that creating instrumental melodies and production music appealed to her more on a personal level. She soon discovered, though, that many companies still had a limited view of sonic branding, and hadn’t yet learned how to fully embrace its potential. "What it all whittles down to is that it's not about music, it's about sound. And when you take that limitation out of the mix,” she says, “it might come across as daunting, but the way I see it is that it's liberating."

The Power of Sound

By using the full power of sound, not just in the form of traditional jingles but in more innovative approaches like ambiance, licensed music, and even Spotify playlists, Jeanna explains how audio branding can make a deeper, more lasting impression than many people realize. “If it was a pleasurable experience,” she explains, “and it was strong enough of an experience, then you are advertising to your customer without having to be present. That's power."

Next week we'll continue the interview with a look at Jeanna's podcast series, her monthly Sound on Purpose chats, and the direction she sees sonic branding and the future of sound taking.

Connect with the Guest

Website: https://www.dreamrproductions.com/

Follow Jeanna Isham on Facebook: https://www.facebook.com/DreamrProductions/

Connect with Jeanna Isham on LinkedIn: https://www.linkedin.com/in/jeannaisham/

Tweet with Jeanna Isham on Twitter: https://twitter.com/Jeanna_Isham

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals : https://voiceoversandvocals.com

Tweet with me on Twitter : https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube: https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn : https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Podcasting By Numbers: An Interview with Jeff Vidler - Part 2

Wed, 22 Sep 2021 06:00:00 -0400

“Voice does communicate so much more meaning than what you can read. No matter how well written it is, it's still the voice that really carries the meaning of the feeling of that, and you know as a voice actor how important that is and how much more it communicates.”

Jeff Vidler

This week’s the second part of my interview with Jeff Vidler, audio researcher, media analyst and the founder and president of Signal Hill Insights, as we discuss smartphones, Clubhouse, the future of podcast growth and marketing, and his latest audio studies.

The Problem of Downtime

We continue with a look at how much the audio industry has changed over the past ten years, especially as smartphones, smart speakers, and streaming audio have come to replace traditional radio. "One of the things that smartphones do," Jeff explains, "is that they solve the problem of downtime when my mind is free but my eyes are busy and I'm bored." Despite the changing technology, he notes that radio programming itself has turned out to be more resilient than we might have expected, with more 18-to-34-year-olds listening to the radio than reading newspapers or watching network television.

Clubhouse vs Podcasts

Jeff and I also talk about the emergence of Clubhouse as an entirely new form of audio media, and whether it'll replace or enhance the role of podcasts. "Being part of something," he notes, "interacting with something in real-time, is different than settling into a podcast and losing yourself in a podcast, in a story that's being told." We also discuss Apple's recent change to its podcast language, and whether you "subscribe" or "follow" podcasts.

A Whole New Vista

We wrap up the interview with a look at the Megalab Truth Test and the surprising insights it offered about how well people can detect a lie, and some of the upcoming projects Jeff’s working on right now, such as the Radio on the Move study for the Canadian radio industry as well as commercial podcasts and radio contests. "For many years in radio research you weren't finding many new things,” he says, “the last ten years... has opened a whole new vista in audio."

If you'd like to know more about Brand Lift Studies for podcasts, radio, and streaming, you can visit Signal Hill's Brand Lift Help page: https://signalhillinsights.com/brand-lift-help/ to access their free videos on Brand Lift Studies for audio, as well as a checklist you can use to help set you up for success on your next Brand Lift Study.

Connect with Jeff

Website: https://signalhillinsights.com/

Follow Jeff Vidler on Twitter: https://twitter.com/JeffVidler

Connect with Jeff Vidler on LinkedIn: https://www.linkedin.com/in/jeffvidler/

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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

Podcasting By Numbers: An Interview with Jeff Vidler - Part 1

Wed, 15 Sep 2021 06:00:00 -0400

“It's a gift to listeners. If you make your podcast a gift to listeners, they'll appreciate the fact that you gave them that gift and they'll remember you for that and they'll think better of you for that as a brand.”

Jeff Vidler

This week's guest has remained at the forefront of changing audio landscape. From his start as a radio station manager and program director, he's spent more than twenty-five years in research, sharing his passion for audio with North America’s major broadcast companies. More recently, he’s been doing the same with podcast publishers. His name is Jeff Vidler and we'll be talking about his insights into this steadily growing media segment. For those of you curious to learn more about the world of podcasting and how things have changed over the years, this is definitely the interview for you.

Listening to the Funnies

Jeff tells us how he grew up with an older brother who wanted to become a radio DJ and, as a child, helped his brother cut demos for his first radio job using a portable record player and the family’s home stereo system. Radio had a powerful early influence on Jeff, and he tells us about the radio program that awakened his passion for broadcasting and the audio industry: a local show that turned the newspaper comics into comedy skits every Sunday morning. “I can remember even thinking,” he tells us, “this company is so cool that they're allowing me to hear the funnies brought to life.”

A Really Exciting Time

Next we take a closer look at Jeff’s career and how much it’s evolved and grown since those early days in front of his brother’s turntable. After starting his audio career as a copywriter, music director, and radio consultant, he moved on to media research in everything from print and digital media to television and radio. “In the last four or five years the whole audio world has opened up with the growth of music streaming and particularly the growth of podcasting,” he explains. “It's a really exciting time for audio.”

Nobody Really Knows

One of the challenges that he’s working to overcome is the lack of marketing research into podcasts and new media. As Jeff puts it, "nobody really knows that much about what gets listened to and who's listening... and is it working for the advertiser." Although podcasts have seen incredible growth over the past five years, ad spending has

lagged behind it for a variety of reasons such as segmentation, measurement, and the sheer number of podcasts out there.

Podcasts By Brands

We also talk about his research into the emerging market of branded podcasts, or, as one of the companies that Jeff’s worked with prefers to call them, original podcasts by brands. “They're not trying to sell,” he explains, “they're telling stories." Despite having no editorial impact and having a very light brand touch, they’ve turned out to be surprisingly effective at garnering brand recognition and creating a positive association with the podcast’s listeners.

Be sure to check back next week for part two as we take a closer look at the rise of smartphones and smart audio, Clubhouse's impact on podcasting, and some of Jeff's latest market research.

Connect with Jeff

Website: https://signalhillinsights.com/

Follow Jeff Vidler on Twitter: https://twitter.com/JeffVidler

Connect with Jeff Vidler on LinkedIn: https://www.linkedin.com/in/jeffvidler/

Connect with the Audio Branding Podcast

Book your project with Voice Overs and Vocals https://voiceoversandvocals.com

Tweet with me on Twitter - https://twitter.com/JodiKrangle

Watch the Audio Branding Podcast on YouTube https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding

or leave a spoken review at https://voiceoversandvocals.com/talktome/ (Thank you!)

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://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