The Sonic Truth
A few years ago on a turbulent flight, Steve Milton heard a noise he associated with entering the “gates of hell”. It was actually the sound from the cockpit to signal he had reached cruising altitude. Milton wondered who made the decision to use that sound, and more importantly: why. Today, Steve Milton runs a successful branding agency servicing all kinds of clients ranging from Tinder to Microsoft.
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For the first time in history, the spoken word has the same reach and arguably as much power as the written word. For most people, speech is the easiest and most obvious way to communicate. But for virtually all of history, the spoken word hasn’t been scalable. Pete Jimison is the founder of audio agency Frequency, who are trying to tackle the problem head on.
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Storefront Music is a full service music production company based in New York specializing in original composition, sound design and music supervision. We spoke to one of its founding partners, John “Scrapper” Sneider, who has written music for over 500 commercials on projects with Apple, Netflix, American Express, Chevy, AT&T, Nike, CITI and IBM.
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NPR – National Public Radio is famous for shows like Fresh Air with Terry Gross, How I Built This and Planet Money. Launching new shows used to be simple. The NPR name and distribution mechanism alone meant a million eager, regular listeners. But with new podcast content coming out by the minute, NPR and other platforms like it face new challenges. Maintaining and increasing their listenership requires new thinking. From creating ‘listening habits’ through short-form content to bolstering the expert, longer-form journalism that NPR is known for, all is revealed in this episode of The Sonic Truth. Scott Simonelli sits down with Bryan Moffett, COO, National Public Media, and Gina Garrubbo, CEO of NPM at Advertising Week New York for this insider’s chat.
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Audio gets a bad deal when it comes to adding disclaimers at the end of ads. Why? Other media channels are cleverly able to hide it, but audio, radio specifically, is forced to place it at the end. Many people claim disclaimers ruin radio ads, but no one has ever looked at what the data says…until now.
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The more time spent thinking about functional sounds, the more you realise just how important they are to the products and objects you use every single day. We were joined by Dexter Garcia from Audio Branding agency Audio UX to put his knowledge to the test and learn just how important earcons or functional sounds really are to brands everywhere.
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Scott Simonelli was joined by Megaphone’s Ken Lagana to unpack best practices around host-read versus announcer read podcast advertising. The commonly-accepted narrative is well-known at this point: host-reads, by nature, should be more effective. But what does the data say? Listen below, or read the article here.
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Audioboom is a podcast network that hosts, distributes, and monetizes
podcasts through a number of different platforms. Scott was joined by two
of its executives, Oli Walters and Mike Newman to talk about the industry,
and some of the reasons why people and brands are really listening.
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Gary Vaynerchuk’s VaynerMedia was an early adopter of using video as a way for brands to message their wares on social. In early 2018 he opened VaynerSmart as he looked to make a name for the media businesses in a new, emerging category: voice. The agency has since built Amazon Alexa skills for brands like Diageo, GE and JP Morgan Chase. Its VP, Patrick Givens joined Scott Simonelli to talk about building audio experiences for brands.
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On this episode of The Sonic Truth podcast, we invited David Horowitz, ECD at creative agency Mekanism, to dive deep on the mechanics of audio for a client whose audio signature not only will many of you have heard, but will also anticipate an episode of Curb Your Enthusiasm after hearing. David spoke with Scott Klass, VP Marketing at Veritonic about his award-winning work.
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