Audio Branding

“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 VideosThe 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 StrategyWe 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 MediaMark 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 StorytellingOur 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 SummaryThe 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 GuestWebsite: https://www.mosaicmediafilms.comMark has an array of free educational content, quizzes, and checklists here: https://mosaicmediafilms.com/resourcesConnect with Mark Wonderlin on LinkedIn: https://www.linkedin.com/in/

“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 ProductionWe 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 ConsistencyThe 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 BrandingMark 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 SummaryThe 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.co

“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 TaylorThis 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.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 other 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) - Power of Sound and Space ExplorationAs 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 MusicJonathan 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 TaylorAs 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 GuestWebsite: https://jonathantaylor.apphttps://new.express.adobe.com/webpage/5R2b8Hv3U7p4r?Follow Jonathan Taylor on YouTube: https://www.youtube.com/channel/UChJvadwu2bYXvzX6cs9MshAConnect 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.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a revie

“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 TaylorThis 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!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 other 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.(0:00:00) – Musical Journey and Touring AdventuresThe 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 WorldOur 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 GuestWebsite: https://jonathantaylor.apphttps://new.express.adobe.com/webpage/5R2b8Hv3U7p4r?Follow Jonathan Taylor on YouTube: https://www.youtube.com/channel/UChJvadwu2bYXvzX6cs9MshAConnect 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.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-soun

“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.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 other 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. (0:00:00) – Artist’s Guide to Music BusinessThe 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 FreelancersWe 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 IndustryCarl 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 SummaryCarl’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 GuestWebsite: 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.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube

“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 BahnerThis 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.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 other 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.(0:00:00) – Early Musical Memories and Instrument ExplorationWe 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 PercussionCarl 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 BrandingHe 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 duc

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-eUcXcaqkWe 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=IpMBIlpBgAMThe 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 re

“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.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. (0:00:00) – Music Production and Collaboration ExperiencesOur 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 MusiciansJeff 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 TogetherWe 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 SummaryThe 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 GuestWebsite: https://www.mysticfig.comFollow 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.comBetsy 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.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with

“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!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. (0:00:00) – Early Memories of Musical InfluenceThe 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 CareerWe 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 TechnologyJeff 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 UsersOur 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 binau

“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.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.(0:00:00) – Podcasting Fundamentals and EvolutionWe 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 QualityDave 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 PodcastingWe 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 PodcastAs 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 h

“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.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. (0:00:00) – Passion for Sound and PodcastingWe 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 GlitchesThe 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 ConnectionsWe 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 MistakesAs 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

“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.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) – The Digital Future of Sonic BrandingAs 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 SoundOur 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 BrandsVal 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 SummaryAI’s evolving role and the future of sonic branding in virtual and augmented realitiesSonic branding challenges, strategies, and the importance of brand alignmentThe start-to-finish sonic branding process and sound’s role in expressing brand values Connect with the GuestWebsite: 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.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/ This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“I think, 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!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. (0:00:00) – The Power of Sound in AdvertisingThe 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 TrendsWe 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 BehaviorThe 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 LogosAs 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 SummaryVal’s memories of sounds and the power of sound in branding and behaviorSonic branding’s latest industry trends, from State Farm and McDonald’s to RenaultThe power of sound in retail to guide shopping habits and influence spendingHow

“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.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) - The Importance of Sound in CommunicationThe 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 BrandingWe 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 LaurenceOur 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 SummaryAvoiding 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 GuestWebsite: https://www.colum.edu/academics/faculty/detail/laurence-minsky.htmlFind 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.comConnect with me on Instagram - https://www.inst

“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.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) – Embracing the Power of SoundWe 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 BrandingWe 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 BrandingLaurence 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 SummaryLarry’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 GuestWebsite: https://www.colum.edu/academics/faculty/detail/laurence-minsky.htmlFind Laurence Minsky’s books on Amazon: https://amazon.com/author/laurenceminsky/Connect with Laurence Minsky on LinkedIn: https://www.linkedin.com/in/laurenceminsky/Follow L

“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.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) - The Importance of Sound in MarketingThe 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 BrandsWe 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 LandscapeWe 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 SummaryAudio’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 GuestWebsite: 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.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for I

“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!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. (0:00:00) - From Music to AdvertisingWe 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 BrandingJosh 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 UniquenessOur 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 SummaryJosh’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 GuestWebsite: https://www.ampel.com.au/Connect with Josh Butt on LinkedIn: https://www.linkedin.com/in/joshbutt/ Connect with the Audio Bran

“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 PodcastThe 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 MarketplaceBruce 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 ManagementAs 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 SummaryBruce’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 GuestWebsite: 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 Bran

“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 audienceHis 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 JourneyAs 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 ChangesWe 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 SummaryBruce’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 alg

“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 ComplexityOur 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 GamingChris 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 SummaryHow 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 GuestWebsite: 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.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast

“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 SoundAs 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 GamesChris 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

“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 EraThe 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 TwitchAs 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 SummaryHow 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 GuestWebsite: https://mackie.com/Introducing the DLZ Creator Mixer: https://www.youtube.com/watch?v=JjpkxNst28wConnect 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.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/ This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

“What 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 IndustryAs 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 MixerRob 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 SummaryRob’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 GuestWebsite: https://mackie.com/Introducing the DLZ Creator Mixer: https://www.youtube.com/watch?v=JjpkxNst28wConnect 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.comConnect with me on Instagram - htt

“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.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) - Music and Branding for HolidaysAs 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 ConnectionWe 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 AdaptationWe 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 Summa

“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.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. (0:00:00) - Audio Branding for the HolidaysWe 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 AdvertisingThe 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 ZoningWe 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 SummaryAudio branding during the holidays, from traditional songs to retail employees.Striking the balance b

“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 SolvingAs 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 GrowthOur 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 TrendsWe 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) - PodcastingAlex 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 PodcastingAs 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

“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 PodcastingAs 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 PodcastersAlex 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 StrategiesWe 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 PodcastingAlex 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

“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 SoundsAs 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 SoundOur 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 MovementAndrea 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 DiscussionAs 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 SummaryAndrea’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

“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 SoundAs 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 EvolutionOur 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 SummaryThe power of sound to stir people, spark a panic, or calm a fearful crowd.Andrea’s firsthand expe

“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 BrandingWe 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 BrandingJack 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 ImpactsWe 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 ServiceAs our conversation comes to a close, we also touch on some of the different audio services out there, such as Riverside FM, Squadcast, and Z

“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 AdvertisingAs 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 MusicJack 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 TrendsThe 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 ShiftJack 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 cu

“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 MarketingI 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 BrandingThe 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 SoundWe 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 SummaryJohn 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 GuestWebsite: 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.comConnect wit

“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 BrandingJohn 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 ExplorationWe 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 BrandingOur 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. LargeWe discuss the differences between audio branding for small and large companies, the importance of understanding the

“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 SelfOur 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 SongsAs 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 SummaryHow 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.comDownload 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/UC6jRvoiGAVCLJXbX1pw1c8AListen 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.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the

“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 WithinAs 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 MelodyDanielle 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 BodyOur 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 MindsDanielle 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

“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% MyselfAs 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 BenefitsMolly 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 TableAs 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 SummaryMolly’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 GuestWebsite: 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.comTweet with me on Twitter - https://twitter.com/JodiKrangleWatch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a 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-p

“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 ThingsAs 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 LifeWe 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 RunwayAs 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 SummaryMolly’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.&n

“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 WildfireAs 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 ReleaseWe 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 100Casey 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 SummaryCasey’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 GuestWebsite: 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.comTweet with me on Twitter - https://twitter.com/JodiKrangleWatch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a 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 Strategyhttps://voiceoversandvocals.c

“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 ObjectCasey 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 SummaryHow 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. C

“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 SpeakAs 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 FandomWe 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 YetBrian 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 SummaryKnowing 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 GuestWebsite: 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

“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 AirWe 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 InterfaceBrian 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 InfomercialsWe 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, ActAs 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,

“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 StuffAs 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 NotesElaine 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 IdeaAs 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 SummaryThe qualities that make for a compelling podcast hostWhat a conference in India taught Elaine about the power of perspectiveTips for improving voice recordings, from microphones to muscle memoryThe value of compromise and being willing to meet people halfway Connect with the GuestWebsite: 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.comTweet with me on Twitter - https://twitter.com/JodiKrangleWatch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConn

“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 WordsAs 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 ProblemOur 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 p

“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 BroadcastVinnie 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 SportThe 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 IdeasAs 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 SummaryWhy television dramas usually have longer running times than sitcomsThe “context of content” and solving the paradox of bonus footageThe value of networking and supporting each other at every career stageVinnie’s advice to podcasters, from first steps to building a following Connect with the GuestWebsite: https://ihaveapodcast.comConnect with Vinnie Potestivo on LinkedIn: https://linkedin.com/in/vinniepotestivoFollow Vinnie Potestivo on Twitter: https://twitter.com/vinniepotestivoConnect 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.comTweet with me on Twitter - https://twitter.com/JodiKrangleWatch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/a

“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.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.Lots of Right WaysAs 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 AnythingWe 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 MusicVinnie 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 CommunityAs 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 SummaryThe exponential growth of audio over the last few yearsHow VCRs and Excel spreadsheets led to Vinnie’s creative role at MTVWhat reality TV taught him about bringing stories to life through soundHow MTV lost its hold on the music industry to streaming platformsThe 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 netwo

“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.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. The Blind Leading the BlindAs 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 RhythmWe 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 ImportantThe 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 SummaryWhether isolation booths or soundproof rooms are better for recordingBlocking out ambient noise, from city traffic to rural neighborsHow to get the most out of a smartphone while remote podcastingThe importance of sound, both digital and within our daily lives Connect with the GuestWebsite: 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.comTweet with me on Twitter - https://twitter.com/JodiKrangleWatch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a 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 Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services f

“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.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. 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 TechGeorge 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 InterfaceAs 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 SummaryHow George’s early experiences with sound inspired his enthusiasm for audioGeorge’s journey from electrical engineering to sound specialistHis first radio job and the surprise resignation that reshaped his careerHow social media and the gig economy have strengthened the GTT TeamKnowing 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 GuestWebsite: https://georgethe.tech/(Use code GTTABP10OFF

“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.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. A Better-Sounding PlaceThe 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 DoingWe 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 MeAs 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 SummaryThe power of audio branding and the responsibility of its creatorsHow Play Audio works to bring company brands together into a unique soundGoing behind the scenes of Sport Clips’ ASMR-based ad campaignThe future of audio branding and its untapped potential in the U.S. Connect with the GuestWebsite: 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.comTweet with me on Twitter - https://twitter.com/JodiKrangleWatch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a written review at https://lovethepodcast.com/audiobranding or le

“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!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. Taking Things ApartWe 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 SideAdam 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 SubjectivityWe 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 SoundAdam 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 SummaryAdam’s childhood memories of sound, from piano lessons to washing machinesWhat a teenage audio experiment taught him about ambient soundsDolby Atmos and the algorithms that make it more versatile than surround soundBringing the objectivity of graphic design to audio brandingHow 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

“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 YouTubeThe 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 EcosystemWe 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 WorldAs 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 SummaryHow streaming platforms and new creators are changing the industryThe metrics of podcasting and whether the audience has peakedHow podcast advertising and sponsorships have evolvedRevisiting The Spoken Life Show’s early podcasting predictions Connect with the GuestWebsite: 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.comTweet with me on Twitter - https://twitter.com/JodiKrangleWatch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a 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 Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy