Afleveringen

  • Music in Film: Why the Wrong Score Changes Everything | Jayson Johnson

    Music in Film: Why the Wrong Score Changes Everything | Jayson Johnson

    · Audio Branding

    “I guess that’s encouraging, and it’s scary at the same time, because, you know, there are a lot of people in the industry that depend on the creativity that they’ve worked years and years and years to kind of master and to get to this point. And then all of a sudden, someone says, I don’t want to pay this person. Let’s just have AI do it. And, you know, it does a comparable job, if not better. So it’s something that I think as a creative, I try not to be fearful of, but I do think about it as a competitor and as an ally at the same time.” – Jayson Johnson

    This episode is the second half of my conversation with founder of Strike Five Films, Jayson Johnson, as Jayson shares his creative philosophy and advice to young filmmakers, the impact he sees AI having on the creative industries, and why the world, especially now, could use more comedy.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

    (00:00) – The Power of Music in Film

    The second half of our discussion starts with Jayson’s firsthand experience with film scores and how a last-minute change to a climactic scene completely changed its tone. “We found an artist who made this really awesome song, and he was local, so he wasn’t signed quite yet, and I just approached him, I said, ‘Do you think that we could use your music?’" Jayson recalls. “And so we put that music in there, and that completely changed the dynamic of it.” He shares the advice that award-winning director Terry Zwigoff gave him, and how he only later came to appreciate its significance. “He said you just have to be yourself, and I was kind of disappointed with that answer because everyone’s looking for the hack,” he explains. “I realized that he was completely right, that
 you have to be yourself and just do things that, you know, excite you. And in that way, it’s going to come across as authentic.”

    (12:30) – Advice for Aspiring Filmmakers

    Jayson offers his thoughts about the AI boom and advances such as the now-discontinued Sora app from OpenAI, and his advice to young filmmakers. “I would suggest that they really think about what they want to accomplish with sound,” he says. “A lot of times people use sound as an afterthought, and I would ask them to think about what exactly they wanted to execute beforehand.” He tells listeners how they can get in touch and talks about some of his upcoming projects, including one movie genre that’s fallen out of the limelight in recent years. “I’m going to try my hand at comedy,” he explains, “because, you know, Hollywood says that comedy is dead, and I just don’t believe that. I think people need to laugh at things
 You can root for the underdog and feel good leaving the theater and, just for two hours, you don’t have to think about the madness that’s going on in the world.”

    Episode Summary

    Discussion on how AI is shaping the future of film production.Jayson offers tips on how to integrate sound into storytelling effectively.

    Connect with the Audio Branding Podcast:

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

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

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



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  • Film Sound Design: Why Bad Audio Makes Audiences Leave | Jayson Johnson

    Film Sound Design: Why Bad Audio Makes Audiences Leave | Jayson Johnson

    · Audio Branding

    “Sound is a really important part of how I make movies because I always tell people that if the sound is good and the picture is bad, then you’ll stick around to see what happens. However, if the sound is terrible and the picture is great, you’re out of there in like ten minutes. So sound is something that I always cherish. And I think that the right filmmaker who appreciates sound can really take advantage of what we think about and use, you know, the viewer’s imagination. A lot of film pictures start off in black and, you know, they just have the sound, so they really grab the audience’s attention right from the beginning. So sound is just such a powerful medium.” – Jayson Johnson

    This week’s guest is a filmmaker and the founder of Strike Five Films, an independent production company dedicated to authentic, character-driven storytelling. A graduate of Eastern Illinois University, he began his career under the mentorship of Francis Ford Coppola, working on the Wine, Daydreams & Memories tour before producing over 1,400 hours of broadcast television for Discovery ID. Since founding Strike Five Films in 2017, he’s written, directed, and produced nine short films that have screened at more than ninety festivals worldwide, earning six awards. His work has been featured in numerous media outlets and is defined by themes of perseverance, community, and creativity.

    He’s currently in pre-production on his debut feature, R.O.G.E.R & Me, an offbeat, heartfelt film rooted in Richmond, CA, while continuing to mentor emerging filmmakers and expand his mission of fusing storytelling, social impact, and independent artistry. His name is Jayson Johnson, and if you’ve ever wondered how intentional sound can elevate storytelling and make a lasting impact on audiences, you won’t want to miss Jayson’s behind-the-scenes insights and practical tips.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

    (00:00) – How Sound Captivates Audiences

    We start things off with the vivid impression sound made on Jayson as a child, and how it led him to a career in filmmaking. “One of the memories I have as a child,” he recalls, “is, you know, you’re sound asleep, and then all of a sudden, the vacuum cleaner goes on
 that was kind of like an alarm clock for us, you know, because we always had chores.” He tells us more about his influences growing up and how a lifelong love of movies became a calling. “When I went to college,” he explains, “I had no idea what I wanted to do, so I signed up with Speech Communication, and they had a discipline of Radio, TV, and Film. And I just tried out everything.”

    (11:27) – Sound Techniques in Filmmaking

    Jayson tells us more about his early years in the industry and how a chance job opening led to an encounter with Sofia and Francis Ford Coppola. “I put out all these resumes, I don’t even know how many I put out,” he tells us. “Probably a hundred or so. No one called me except for this one place, and I said, ‘Oh, it’s a winery. I’ll go there.’ And it happened to be Francis Coppola Winery.” He recalls his work on Sofia Coppola’s Marie Antoinette, and the lessons about sound that Marin Scorsese’s classic Goodfellas taught him to apply to his own films. “We see the cars explode,” he explains, “and Scorsese wants the audience to feel the emotion of that scene by not saying anything and just adding that little pause in there and, you know, letting the audience feel the gravity of the moment.”

    Episode Summary

    Exploring how silence enhances emotional depth in storytelling.Jayson discusses the sound techniques he’s used in his films.

    Tune in for next week’s episode as we talk about how music can transform a film, both for better and for worse, his thoughts about the emergence of AI videos and virtual celebrities like Tilly Norwood, and why he considers sound to be the first step in his creative process as a filmmaker.

    Connect with the Audio Branding Podcast:

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

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

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



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  • Sonic Branding: How Sound Shapes Customer Experience with Caitlyn Trevor

    Sonic Branding: How Sound Shapes Customer Experience with Caitlyn Trevor

    · Audio Branding

    “When I do see really powerful sonic branding, it’s impressive. It stands out, you know? There was one I looked at, it was a luxury airline, or it was a luxury-like experience, I want to say. They sold, like, really specific vacations to remote parts of the world that were really luxury experiences and really interesting, and they had a really cohesive sonic branding that wasn’t music. It was just an intentional sound design approach where they had a lot of the sounds of the place, and they really focused on a sense of place. So when it was in Japan, it would be the sound of that water bamboo thing, you know, really magnified. And then the sound of an old wooden gate closing, and then the sound of someone folding a paper crane, like really delicate, beautifully recorded sounds that they would shape into the commercial. And so that wasn’t music, but every single ad had the same kind of vibe of this really intentional, beautiful sound design that evoked a sense of place. And that was just so cool. And so, when I see something like that, I’m like, ‘That’s what you can do. Why are you doing random samples when you could have a really nice effect and memorable impression?’" – Caitlyn Trevor

    This episode is the second half of my chat with sonic UX researcher Caitlyn Trevor as we discuss how culture can dramatically change UX impressions, the value of sound in strengthening brand, and her “Sound Effects” series on LinkedIn, exploring the link between sound and behavior.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

    (00:00) – Making the Most of a Sonic Impression

    The second half of our conversation begins with Caitlyn’s findings when it comes to improving on-hold UX phone design, including her discovery that less is more when it comes to automated voice updates and commercials. “You’re like, ‘Oh, thank God,’" she recalls from her research results, “But if it’s just, ‘We want to tell you about our special new
’ You’re like, ‘Oh.’ And so it was a stress thing for them every time they heard a voice, they thought, ‘Oh, someone’s answering.’ And then when it was a commercial, they were extra annoyed by the commercial.” We talk about some other sound design elements that defy common sense, such as research showing that fire alarms aren’t very well attuned to the human brain. “I found that the typical fire alarm is not the most effective,” she tells us. “You know, this kind of house alarm, like, it’s at around 3,000 Hz, really high-pitched. This is not great. A lower-pitched one around, I think it was 500 Hz, is actually more effective at waking people up.”

    (15:00) – How Sound Changes the Customer Experience

    Caitlyn tells us more about the unexpected results of research into our relationship with sound, including our smartphones. “When you turn off notifications completely,” she notes, “you actually check your phone more than if you leave them on because you have this like, fear of missing out
 People who had their phones on mute picked up their phones 48 more times per day and spent 52 extra minutes on their phones.” We talk about what that research means for audio branding and making a positive customer impression, and we discuss the powerful, often-overlooked impact of sonic logos. “There’s an IPSO study as well,” Caitlyn recalls, “that wasn’t actually about sonic branding specifically, but the results were really flattering for sonic branding. It was something like if you have a sonic logo, it increases brand recall by, I think it was like 96%. It was really crazy.”

    (21:40) – The Future of Audio Branding

    Our conversation comes to a close as Caitlyn shares her thoughts on the power of sound and what her research has shown about its impact on the human mind. “I think sometimes, you know, sound is such an afterthought,” she explains, “and people don’t remember that it actually has a really big impact on the experience. I think that’s becoming a bit clearer with people caring more about neurodivergence and sound sensitivity.” She tells listeners how they can get in touch, and adds her advice on how brands can make the strongest and most consistent sonic impression on their customer base. “The more time you spend with stimuli,” she notes, “whatever it is, a song, a picture, the longer you look at it, hear it, the more you like it. So when you’re doing ratings of emotion or, I don’t know, familiarity, likability, that’s going to affect it. But, you know, we know this, and somehow we don’t use it sometimes.”

    Episode Summary

    Caitlin discusses the impact of sonic branding on client relationships.The impact of sound on brand perception, ratings, and customer loyalty.How Caitlin’s research is redefining audio branding and marketing.

    Connect with the Audio Branding Podcast:

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

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

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

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



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  • The Neuroscience of Sound: How Audio Shapes Emotion with Caitlyn Trevor

    The Neuroscience of Sound: How Audio Shapes Emotion with Caitlyn Trevor

    · Audio Branding

    “Our brain really prioritizes vocal signals. They’re super important to the brain because human communication is a really big priority for us as a species. It’s a deep signal in our brain, right? And so, we were seeing a stronger reaction to the screams than to the music, and that sort of makes sense. There were more intricacies to that, but I can’t really remember the exact brain areas and all that. But it was cool to see that. Yeah, it is sort of mimicking, but our brain really separates them. You know, it may still get sort of a response, a same kind of fearful response, but it’s not going to be as powerful as the voice, um, which makes sense because music is not real, right? There’s a difference between a real stimulus and this sort of artistic one. Yeah, so it was interesting.” – Caitlyn Trevor

    This episode’s guest is an award-winning researcher and musician with over a decade of experience studying how people perceive and respond to sound. She holds a PhD in Music Theory from Ohio State University and has published her work in top journals. She was awarded a Marie SkƂodowska-Curie Fellowship to study music and neuroscience, and she’s professionally certified in user research. As a musician, she has a Master’s in Cello Performance, has composed an award-winning short film score, and has designed sound for theater and film. At SonicUXR, she leads with both credibility and creative empathy, equipping sound teams with the tools to create more intentional, impactful audio.

    Her name is Caitlyn Trevor, and her work is reshaping how sound is understood, valued, and designed across industries. If you’ve ever wondered how sound really works on us, this conversation will change the way you listen.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

    (00:00) – Lighting a Musical Fire

    Our conversation starts with Caitlyn’s early impressions of sound, particularly the moment that sparked her love of orchestral music. “I came across on the floor like a little cassette tape and a cassette player, and I popped it in and just hit play while we were chatting, and it was the Lord of the Rings soundtrack,” she recalls. “I was a little too young when it came out, the first one, and I was just captivated by it. I mean, I was like, ‘Wow, what is this?’” We discuss the chance encounter during her musical studies that turned her focus towards music cognition and the neuroscience behind sound. “There was a lecture I went to totally by chance,” she tells us. “It was a new music theory professor, and the lecture was about music cognition, and I had never heard of it before. And I was like, ‘This is just the coolest field I’ve ever heard of.’ And I totally was on board after that.”

    (15:00) – Pianto Sighs and Psycho Violins

    Our discussion turns to her research on the connection between music and the brain’s primal response to voices. “In sad music,” Caitlyn explains, “there’s something called the pianto topic, which is essentially just a half-step falling motion, like, which is supposed to mimic a sigh. But, you know, that’s quite abstract
 Whereas the psycho violin, you know, sounds very much like a scream.” She tells us about the birth of her daughter and how her career shifted from academia to the private sector. “I think a lot of academics are scared that’s going to happen, that it’s going to feel like, I don’t know, maybe they wasted all that time,” she says. “I was prepared that I may not be able to continue doing music cognition, and I’m very happy that that hasn’t been the case. That was surprising.”

    (21:40) – Putting Audio Theory to Practice

    Caitlyn tells us more about her work on UX research, and how it quickly and unexpectedly led to her focus on phone trees and hold-time experiences. “They hadn’t thought about the phone tree for that,” she recalls. “They just mentioned it, like, ‘Oh, and we’re also doing the phone tree and the on-hold music.’ And I was like, ‘Wait, that would be great for me to work on
 somebody needs to do UX on that [because[ it’s the worst.’" She talks about the advantage of being able to put her findings to use, something that hadn’t been so easy at the university. “What I like about my new position,” Caitlyn explains, “as opposed to working in academia, is synthesizing it in a way that’s accessible
 I never really did that in academia. It was always just about supporting your hypothesis, explaining the results. But now I get to say this research shows me that we should compose it this way.”

    Episode Summary

    Caitlin shares her journey from Lord of the Rings to the science of sound.The evolutionary origins of music and its impact on the brain.Caitlin’s work in UX research and creating a better phone-hold experience.

    Tune in for next week’s episode as we discuss the results of Caitlyn’s studies into on-hold UX design and phone trees, why unpleasant sounds are sometimes the better choice in automobile UX, and what she’s learned about the long-term return on investment when it comes to sonic branding.

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

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  • AI in Sound Design: Human Creativity vs Technology | Rune Eskildsen – Part 2

    AI in Sound Design: Human Creativity vs Technology | Rune Eskildsen – Part 2

    · Audio Branding

    “I grew up near the west coast here in Denmark, so yeah, the sea has always been there. And Aarhus is also a harbor city, so definitely there’s something relaxing about going down to the water and hearing the whistling. We implemented that in Necesse, actually. We have a water fountain that’s spatial, so that when you get near to it, you hear it rustling. You can sit by it and actually get the feeling that you’re talking about, of just, you know, [dreaming] away.” – Rune Eskildsen

    This episode is the second half of my conversation with composer Rune R. B. Eskildsen as we discuss the balance between AI convenience and human intuition, where the data we feed AI ends up and how it might be used, and his work on the upcoming, highly anticipated game Out of Words.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

    (00:00) – Navigating AI and Copyright Challenges

    As the second half of our discussion starts, Rune shares his thoughts on the growth of AI and how even a simple jingle can benefit from a human touch. “It’s a story that you are trying to convey through the brand or whatever you’re making that sound for,” he explains. “Yes, you could recreate the same thing with an AI, but it wouldn’t be able to encapsulate the thoughts that we’ve spoken about.” We talk about the environmental impact of AI and the data centers that power it, and how different countries are looking to offset, and even take advantage of, that impact. “Data centers are going up,” he notes, “I just learned recently that in Amsterdam or somewhere in the Netherlands, they use data centers to heat up the city. So they build them on the ground and then they heat parts of the city.”

    (15:45) – The Role of Human Emotion in Sound

    Our conversation turns to some of the privacy concerns that have sprung up around AI, and how they affect his use of it for professional clients. “Even though it might not go anywhere, we don’t know if it’s going anywhere,” he says about prompts. “It takes a snapshot and puts it somewhere and hides it. And there might be some secret stuff, so yeah, that’s also a concern.” He discusses some cases where, on the other hand, AI has helped clients better express their needs. “I think talking about AI as a tool,” he tells us, “maybe people would do that, say, ‘This is kind of the vibe that I want to do. And I’ve made it with AI or made it myself or whatever, but now I want you to do it properly.’"

    (22:00) – Rune’s Advice for Product Designers

    As our conversation wraps up, Rune elaborates on the different, often subtle impact that AI and human compositions can have on listeners. “I guess that’s sort of the same,” he explains, “[as] plastic plants and real plants. And that’s definitely, you know, it lights up and there are some colors which you really can’t emulate that well, even though some of the plastic ones are good.” He tells listeners how they can get in touch and talks about some of his upcoming projects, including the indie adventure platformer Out of Words. “We have some updates coming and we’ll be on sale on Steam when we go into winter,” he adds. “So that is nice. And yeah, we have some bigger updates coming.”

    Episode Summary

    Rune shares insights on the current copyright landscape in Denmark.Discussion on the ethics and sustainability of AI in the audio industry.Rune gives tips on how to enhance sound quality in product design.

    Connect with the Audio Branding Podcast:

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

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

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

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

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



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  • Sound Design in Video Games: From Sci-Fi to Immersion | Rune Eskildsen – Part 1

    Sound Design in Video Games: From Sci-Fi to Immersion | Rune Eskildsen – Part 1

    · Audio Branding

    “When I started on the project of Necesse, we had maybe thirty sound effects. I’ve made around 400, 350 sound effects, so it’s become much more immersive. You can hear animals when you wander around in the different environments. And just the feedback you get by playing the game, it’s quite nice compared to before, which were much more
 maybe empty is the right word.” – Rune Eskildsen

    This week’s guest is a media composer, sound designer, and drummer based in Denmark. He writes music and builds sonic identities across formats, from commercials and podcast jingles to film scores, game music, and in-game sound design. He holds a Master of Science in Strategic Communication, which he applies to creative direction, collaboration, and clear, audience-first storytelling.

    More recently, he’s become the Composer and Sound Designer of the indie game Necesse, selling more than 2,000,000 copies. His name is Rune R. B. Eskildsen, and he bridges classical training and cutting-edge technology to tell stories through sound. This episode will give you a fresh, behind-the-scenes perspective on how sound can shape emotion, imagination, and even player behavior.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

    (00:00) – Growing Up in a Musical Home

    Our conversation starts with the movies and music that inspire Rune’s career in sound. “I clearly remember watching Star Wars,” he recalls, “and all of the soundscapes that are in, you know, just that huge universe, [with] TIE-fighters flying by and Darth Vader, that scary sound.” He shares his memories of growing up in a home that doubled as a music studio, and of studying classical music from a young age. “When I went to this special school in Denmark that is only for classical music,” he says, “and being there, being part of that, I played the French horn. At this time, I started to have ear training and music theory and all of that, which kind of led me on a path to try to make my own.”

    (15:00) – From Classical Music to Video Games

    The discussion turns to his work in the video game industry and how he got his start in composing video-game soundtracks. “I showed up at this incubator with game companies,” he tells us, “and I was, like, ‘This is me, I do music, I want to do music for games.’ And then some of the guys there, they said, ‘Hey, we want to work with you.’" Rune gives us a behind-the-scenes look at game development and recalls his sound work on MineRalph, a game where the soundtrack had to keep pace with the action. “So, because you gain speed if you’re, like, going down a hill or something like that, or down a hole,” he explains, “if you have high speed, the music will change into different adaptive layers.”

    (21:40) – Creating Immersive Gaming Soundscapes

    As the first half of our talk comes to a close, Rune tells us more about his work with video games and shares another memorable project that took some outside-the-box thinking. “That was like a dystopian world sci-fi thing,” he recalls, “and that was actually mainly symphonic music. But again, it was sci-fi, so I was able to design a lot of, you know, sounds that people did not hear before.” He shares his thoughts on where indie games are heading next and how organic creativity is becoming an increasingly valuable asset in the industry. “I think in terms of trends,” he explains, “people are trying to make immersive worlds that are standing out more than just being, you know, if you use Unity... making it more creative, making your own world, making it hand-drawn instead.”

    Episode Summary

    Rune shares his early memories of sound, particularly from sci-fi films.Rune explains his journey from classical music to video game soundtracks.Discussion on current trends in game audio and the role of AI.

    Tune in for next week’s episode as we talk more about the influence of AI in video games and cinema, Rune’s advice to musicians for juggling the rapid-fire demands of modern freelancing, and how countries around the world are managing the environmental impact of the AI boom.

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

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  • Sound Design Process: A Conversation with Kenneth Johnson

    Sound Design Process: A Conversation with Kenneth Johnson

    · Audio Branding

    “I think that sound drives the emotion of a scene, right? As much as dialogue, right? Sound and music, score in particular
 I just think it helps to create emotion in a scene or augments the performances. Because you gotta have great performances, but great performance coupled with, you know, great sound design or a great score, it just makes you feel, it does something, it makes you tingle. It does something to you that just envelops you in that moment, right?” – Kenneth Johnson

    This episode is the second half of my conversation with sonic storyteller and founder of Artistry in Sound, Kenneth Johnson, as we talk about his experiences as one of the earliest Black sound designers in Hollywood, the changes that AI and streaming media have brought to sound design, and how horror movies in particular combine a variety of sound approaches to make a powerful impact.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

    (00:00) – The Role of Sound in Film

    Our discussion continues as Kenneth walks us through the process of sound design, from shooting script to the recording booth.“As I’m reading the script,” he tells us, “I’m sort of envisioning the project and thinking about, okay, well, what do I think it should sound like? And what can I do to embellish those scenes? And so once I’ve kind of digested that, then we do what’s called the spotting session with the creatives.” He tells us more about creating a cinematic soundscape and reveals just how little of what the audience hears comes from the action onscreen. “Everything, usually, other than the dialogue, we recreate,” he says. “Whether that’s a car race, a spaceship, or it’s by a river, everything that you hear, all the ambience, all the sound effects are redone. We’ve recreated that whole soundscape.”

    (15:45) – Production Recording vs. Post-Production

    Kenneth tells us about his up-and-coming experiences in Hollywood and the importance of diversity in the sound industry. “What I do is I try to give people opportunities,” he explains. “My team, you know, are from their early twenties to forty, and the majority are African American, and the majority of them, well, all of them, basically, I trained and mentored. And they’re very talented.” We discuss the growing role of AI and streaming content in sound editing, and how much software apps have changed the process since his audio career began in the ‘90s. “Once we put [the audio track] into iZotope RX,” he tells us, “we could see it, and so I had to figure out what’s making this resonance. I had to take some things out, and it turns out it was a metal music stand that was vibrating and causing that frequency.”

    (25:30) – The Future of Sound Design

    Our conversation comes to a close as we talk about the different roles and responsibilities involved in cinematic sound, from soundtracks to dialogue to each layer of Foley sound. “We want it to be able to breathe because if you just throw everything on the wall,” he says, “then it’s not going to be as nice as if you selectively pick what’s going up there. That’s important to figure out, who’s going to handle what, because a lot of times sound design and score can overlap.” Kenneth tells listeners how they can get in touch, and he offers his advice for newcomers in the sound industry, including the value of hands-on experience. “I can take you to a class and talk for a few hours about techniques
 Are you going to retain that? Probably not,” he says. “If you’re able to get in there like I did and have access to being able to work and try out different things and get advice, you’re going to move faster.”

    Episode Summary

    We discuss how sound drives emotion and shapes a movie’s narrative.Kenneth outlines his creative process from script reading to ambient sound design.Insights and advice from Kenneth for the next generation of sound designers.

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

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  • Sound Design Secrets: A Conversation with Kenneth Johnson

    Sound Design Secrets: A Conversation with Kenneth Johnson

    · Audio Branding

    This episode’s guest is an award–winning supervising sound designer whose groundbreaking work has shaped the sound of some of television and film’s most iconic projects, including Netflix’s hit series Forever and Kevin Hart’s animated comedy Lil Kev. Born and raised in South Central Los Angeles, he rose through the ranks of Hollywood post-production, breaking barriers as one of the few Black sound designers in the industry and earning multiple MPSE Golden Reel Awards and Emmy nominations. Today, he’s not only redefining sonic storytelling but also championing greater diversity behind the scenes, ensuring the voices shaping what we hear are as dynamic as the stories themselves.

    His name is Kenneth Johnson, and in this episode, we’ll discover how he transforms silence into emotion and builds powerful storytelling through every note, tone, and texture.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

    (00:00) – Kenneth’s Early Influences

    We start things off with a look at Kenneth’s journey from a childhood in the South Central projects to an award-winning Hollywood career. “Something just came over me, and I said, you know what? This is it, I’m kind of done,” he recalls a pivotal moment early in life. “I had to make a decision as to what I wanted to do with the rest of my life, and, you know, I’ve always liked music.” He tells us about his early career in post-production sound and a chance encounter with producer J.R. DeLang. “He said, ‘That’s great, but you can’t come in and just sit in that chair. You’ve got to work your way up to that.’” Kenneth tells us of their first meeting. “He said, ‘we’ve got two positions that usually work their way up to being [soundtrack] mixers, and that’s a dialogue editor and a sound effects editor.’”

    (12:45) – The Journey to Sound Design

    Kenneth tells us more about his work as a sound designer and the art of creating impossible sounds, such as the wild inventions in the Honey, I Shrunk the Kids series. “They were always creating these contraptions and things that don’t exist,” he says, “so you had to figure it out in your mind. You’d have to say, ‘Well, what do I think it sounds like?’ Or what should it sound like? And then you start putting pieces together.” He recalls his sound editing work from a memorable scene in the award-winning movie Road to Perdition and the thought process behind it. “We started out with just hearing the sounds of winter,” Kenneth explains. “And then he tries to start the car, and the car is not really functioning and he’s having an issue starting it. And so that whole sequence of him trying to start the car and then finally getting it started was, it was just really beautiful.”

    (25:30) – The Power of Silence

    As the first half of our conversation wraps up, Kenneth emphasizes the importance of testing sound work in its native format as well as the studio. “I think a lot of times people don’t do that,” he says. “They don’t play it back in the medium that it’s meant to be played on. They just play it in the room and it sounds fantastic, right? But then when you squash it all down to a stereo file, it will sound different.” We talk about what goes into setting up an ideal sound studio and about the importance of “tuning” a room. “Say there’s a dip in the low end,” he explains, “and the room hasn’t been compensated. We’re going to push the low end, which means that possibly when it gets to another playback format, the bass is going to be really loud. So we try to mix in a neutral environment where everything is flat.”

    Episode Summary

    Kenneth discusses his childhood and transition to film and television sound design.We discuss the challenge of creating sound effects for things that don’t exist.Kenneth emphasizes the importance of maintaining an ideal studio sound space.

    Tune in for next week’s episode as we discuss how Kenneth puts sound to work in shaping a narrative, how his role as a sound designer has changed since digital sound editing became the norm, and his advice for people who are just starting out in post-production and sound editing.

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

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  • AI in Business and Creativity: A Conversation with David Gielan

    AI in Business and Creativity: A Conversation with David Gielan

    · Audio Branding

    “The reason why brands and companies should be thinking about audio is because all of their consumers are, whether they know it or not. I mean, to your point about people knowing when something doesn’t feel right but not necessarily knowing why, a lot of times it’s audio. Especially now too, with so much AI slop and the level of inauthenticity that is being broadcasted, a really great song jingle, like a really well-crafted sound design for movements in things like action, sports, or what have you, that can bring in the viewer or the listener into a world that I just cannot.” – David Gielan

    This episode is the second half of my conversation with founder and CEO of Dominant Creative, and founder and CTO of DominantLabs.AI, David Gielan, as we discuss the shifting balance between AI content and natural creativity, where he sees the advertising industry heading as human artists become more of a luxury, and the link between branding, better sales, and the power of sound.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

    (00:00) – The Importance of Audio in Marketing

    The second half of our conversation starts as David relays a lesson Emma Thompson shared in one of her books about the impact that just writing our thoughts down can have on the brain. “She says there’s a relation between the way that our brain works and our hand,” he recalls. “You fundamentally learn what it is you’re putting down on paper by having that connection, which I think is really interesting. And we totally miss it if we put it into an AI chatbot.” We focus on the steady growth of AI in the advertising industry, and how it’s making organic content both less common and more valuable. “In the same way that I buy vinyl and listen to vinyl,” David says, “that’s how voiceover, and, in my humble opinion, sound design, music creation, all these things will be. There will be a premium for it, and there’ll be a much smaller group doing it because you will not be able to make a living at it.”

    (08:15) – AI’s Impact on Creativity

    David tells us more about his creative process, and how he took a deliberately low-tech approach to mixing his last album: “I didn’t want samples from somebody I’ve never met, somebody I didn’t know who played it in some studio in Prague to have their stuff on my record,” he explains. “And so I think there are more people out there who feel the same way that I do.” AI can have its advantages, though, and he describes how he puts it to use when brainstorming. “When I want to sketch out storyboards,” he says, “it’s much easier for me to clarify that idea and then have it animated
 Not because I’m trying to put out a final product, but because I’m trying to understand better what I want.”

    (22:35) – Crafting an Authentic Brand Sound

    As our conversation comes to a close, David shares some of the projects that have marked the highlights of his career, and the role sound played in shaping their success. “One of the proudest things I have in my career is a piece of audio that’s absolutely defined the legacy of that brand. And it is very easy to forget what drives a consumer to make a purchasing decision to align themselves with an identity because that’s essentially what, you know, your dollars go to.” We discuss the link between visual, audio, and ad revenue, and how he puts all three to use to build a successful brand. “The thing I spend most of my time doing is connecting the dots between a good brand and better sales,” he tells us. “Ultimately, that’s what it will or will not do. And audio is a massive part of that.”

    Episode Summary

    David discusses why brands should focus on authentic audio experiences.The conversation shifts to the effects of AI on sound design and creativity.David shares his philosophy on creating sound with a personal touch.

    Connect with the Guest

    Dominant Creative’s website: https://dominantcreative.com/

    David’s website: https://gielan.com/

    Follow David Gielan on Facebook: https://www.facebook.com/dgielan/

    Follow David Gielan on Instagram: https://www.instagram.com/davidgielan/

    Follow David Gielan on LinkedIn: https://www.linkedin.com/in/davidgielan/

    Get your complimentary mini e-book and learn how to create your personalized and branded audio branding strategy with my Top Five Tips for Implementing an Intentional Audio Strategy.

    Do you need a voice talent for your next project? Visit my voice-over website to find out more about how my voice can help you with your audio brand. You can also subscribe to the Audio Branding Podcast on YouTube to watch the show’s latest episodes.

    Please leave the Audio Branding Podcast a written review so others can find the show on their favorite podcast player!

    Want to be a guest on Audio Branding? Send Jodi a message on PodMatch, here: https://www.podmatch.com/hostdetailpreview/jodikrangle.

    This interview episode was very skillfully made to sound beautiful by the talented Humberto Franco.

    ** Transcript available upon request



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

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  • Audio Branding and Sound Design: A Conversation with David Gielan

    Audio Branding and Sound Design: A Conversation with David Gielan

    · Audio Branding

    “To your point, like it can make or break campaigns, can make or break TV and film. I mean, you know, there’s mumblegate that’s happening, like with all the streamers where I can’t understand half the things that are being spoken... And in the interview, he was like, ‘Well, it’s just not important to me.’ I’m like, what?” – David Gielan

    This week’s guest is a six-time founder and creative strategist who knows the power of sound in shaping stories that stick. As founder of Dominant Creative, a global agency and production company, he helps brands harness audio to spark connection and inspire change. His name is David Gielan, and in this episode, he shares how sound influences branding, fuels emotion, and helps organizations stand out in a noisy world. If you care about where audio is headed, you’ll want to hear this one.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

    (00:00) – David’s Journey from Music to Marketing

    As our conversation starts, David recalls his early memories of sound and how he’s passing on the lessons he learned to his own children. “Being even two or three years old,” he says, “I have these memories of dancing to records in my home and, you know, I just try to impart that on my kids too when they were very young.” He tells us more about his experience in marketing and ad production, and how having a background in music can sometimes be a mixed blessing. “I am not a person who can go to live music events as just an appreciator of music,” David explains. “It makes it absolutely impossible for me
. I’m just going to be sitting there in my head trying to pick it apart, not in a negative way, but just in a way of trying to understand how it was all put together.”

    (08:15) – Mumblegate and Audio Clarity

    The discussion continues as David tells us more about the role sound plays in his approach to branding. “ I also have always been the kind of director and creative who is considering sound at each stage of the process,” he tells us. “And so I’m also doing the edit in my head and I’m doing the sound design in my head while we’re filming, while we’re working on it, and so it just gives me a greater level of control, but also creative inspiration as I’m working.” Our conversation turns to “mumblegate,” the sound editing trend that’s making streaming audio harder to hear than ever, and how it can work against a marketing campaign. “I think for a lot of people,” he adds, “sound is usually an afterthought, especially because advertising a lot of time is a very visual medium
 The creatives that I love working with most are the ones who come from post before they started getting into the director’s chair, because they understand how something incredibly simple can make such a massive impact.”

    (22:35) – The Role of Sound Design

    As the first half of our conversation closes, the topic turns to how David puts sound to use in his own marketing work, such as an ad campaign he created for Yonex. “It was a very dark and emotive and impactful round of spots that were mainly driven by sound design,” he recalls. “It was just the visuals of a racket spinning. But it really came to life when, you know, when those moments were accented by key sound effects.” Our discussion returns to his insights on mumblegate, and how often it comes down to a struggle between sound editors and producers. “I’ve worked with a number of rerecording mixers over the years that bury dialogue because they’re forced to do so, not because they want to. They’re like, ‘No, I want to bring clarity to this project and so people can follow the story and understand what’s going on.’ And then they’re, you know, shouted down by the folks at the top.”

    Episode Summary

    David talks about his career journey and personal experiences with sound.Why audio clarity seems to be less of a focus in today’s media.David shares the impact of sound design in his advertising campaigns.

    Tune in for next week’s episode as we talk about the human creativity premium that the AI rush is helping to create, how David’s balancing automation and his personal approach to building a campaign, and why he feels that sound is an untapped resource when it comes to branding.

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

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  • How Audio Branding Transforms Marketing: A Conversation with David Courtier-Dutton – Part 2

    How Audio Branding Transforms Marketing: A Conversation with David Courtier-Dutton – Part 2

    · Audio Branding

    “Live is always going to be great. Human connection is the only thing that will differentiate AI from people and from artists. And that is, I think, going to be the key lever that artists have left. So in the same way as you might go and buy a handmade coffee cup for $20 from an artisan stall when you can buy one for a dollar in Walmart, music will still hold great value.” – David Courtier-Dutton

    This episode is the second half of my conversation with the founder and CEO of SoundOut, David Courtier-Dutton, as we discuss the catch-22 financial companies can face when it comes to making a sonic impression, how some companies are reaching old and new customers alike by reviving the radio jingles of years past, and the role of audio branding in an increasingly AI-driven world.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

    (00:00) – Surprising Trends in Sonic Branding

    The second half of our conversation starts as David shares more of SoundOut’s discoveries about the effectiveness of branding, including why Visa and Mastercard’s sonic logos haven’t made the impact they’d hoped. “Listening to their sonic logo in isolation with no brand association,” David explains, “20% and 31% respectively said, yeah, we know the brand. But not one person out of those 400 across the two brands could actually write the brand name when asked what the brand was.” We talk about the old radio jingles and how some companies are finding success in reviving them for a new generation. “Both Maybelline and Pillsbury,” he tells us, “are sort of historic logos that were retired for a long time, and you just cannot underestimate the power of bringing back an old, beloved sonic logo
 I wouldn’t say it’s an easy win, but it is, because those neural pathways are absolutely locked in.”

    (8:45) – The Role of AI in Music and Marketing

    David and I talk about the elephant in the room, AI and its impact on marketing, and the shift he’s seen over the past year. “Up until about six months ago,” he observes, “we were seeing very little of it. There are some obvious concerns around legalities 
 brands won’t want to use music created by AI in case it is actually breaching copyright. [But[ that will get sorted in the next six months or so, I think.”

    He shares his thoughts on how search processes are being increasingly handled by AI, and how audio can help brands stand out from the crowd. “The brand will go nowhere near the consumer,” he tells us. “So anything that you can do to make your brand more distinctive when you are advertising online and through music, anything to make a brand more prominent, can only help.”

    (20:30) – The Power of Authenticity in Branding

    As our discussion comes to a close, David elaborates on his observation that AI is increasingly talking to itself rather than users. “We’re basically talking agents talking to agents,” he explains, “so AI agents talking to AI agents
 I would imagine within 12 months it’ll become quite a big thing. And within three years, it’ll be everywhere. Everywhere.” We talk about the role human creativity might still play in a marketplace driven by AI, and one advantage musicians still have over machine-generated content. “It can feign emotion,” he says, “but you’ll never move an AI with a song because it doesn’t do emotion, and it literally, it never will
 Emotion and empathy are all that we have as humans to distinguish ourselves from machines. And so music will
 music will survive forever.”

    Episode Summary

    The challenges and surprising innovations in building a distinctive audio brand.How AI audio content has already begun to reshape the digital landscape.David shares his insights on what the growth of AI means for human artists.

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

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  • From Corporate Law to Sonic Branding: A Conversation with David Courtier-Dutton – Part 1

    From Corporate Law to Sonic Branding: A Conversation with David Courtier-Dutton – Part 1

    · Audio Branding

    “When you hand it to the composer in sonic branding, at that point, it becomes an art, because the job of the composer, of course, is to translate those desired emotions into music. And it’s not [the] music that the composer feels, it is what it makes the audience feel when they hear it, and that is almost pure art. We have done some science around it, and we know what might help in terms of instrumentation and timbre and pitch and all that sort of stuff, but, at the bottom line, the sonic logo is only going to be as good as the composer. They are the most important person in a sonic branding project, bar none.” – David Courtier-Dutton

    This episode’s guest is the founder and CEO of SoundOut, and he’s on a mission to prove that sound isn’t just art – it’s strategy. From building the world’s largest music testing platform to decoding how sonic logos tap straight into our memory and emotions, he’s turned the science of sound into a tool that brands can’t ignore, and he’s worked with such brands as Amazon, TikTok, Netflix, Sky, and Target to help optimize their sonic branding and marketing.

    His name is David Courtier-Dutton, and we’ll be talking about what makes audio unforgettable, how data reveals our hidden reactions to music, and where the future of audio branding might be headed.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

    (00:00) – David’s Earliest Memories of Sound

    Our discussion starts off with a pivotal moment in David’s childhood, and in the years that followed, that taught him the power of sound. “It seared that moment in my brain,” he says, recalling George Harrison’s song “Give Me Love (Give Me Peace on Earth), “of all the very few memories you have when you’re six, seven years old. It just stuck with me. And I lost the song for probably about thirty years or so. And then when I heard it again, I was straight back in that little car, absolutely transfixed by the radio at that point.” We talk about his journey from corporate law to sonic branding, and how it coincided with the dramatic changes that MySpace and social media brought to the music industry. “The industry appeared to be facing existential moments,” David recalls. “So I thought, ‘well, wouldn’t it be great, if the industry is going to go away and fans can connect with the bands, why don’t we create a business that enables the fans to invest in the bands themselves and actually finance them?”

    (15:00) – Understanding the Role of Sonic Branding

    David shares his observations on audio branding and the mistakes that can derail an agency’s search for the right sonic logo. “They get really attached to the sounds,” he explains, “and they start reading things into the options and the logos that perhaps don’t exist. They forget that this sonic logo will just be pinged out across the airwaves and listened to fleetingly by consumers, and you can really overthink it.” He tells us about SoundOut’s pioneering brand study, its methodology, and what it’s revealed so far about successful sonic branding. “From that historic data,” he says, “the key data point was that if you have your [brand] name in your sonic logo, then people were twice as likely to attribute it to the brand as if it wasn’t in. So that’s powerful. That’s a good argument for putting the name in.”

    (23:00) – Insights from the SoundOut Index

    As the first half of our conversation wraps up, David offers more insights from the SoudOut study and what they tell us about successful sonic branding. “If you’ve got three seconds or two seconds to create a logo,” he notes, “you’re not going to create something that has a hook as strong as Katy Perry or whatever it may be. It’s always going to be a short snippet of a melody.” We discuss the surprising gap the index revealed between what consumers think they know and what they actually know when it comes to brand recognition, and the advantage sound has over other, more traditional marketing. “People can’t block their ears,” David tells us. “They can look away, they can be doing something else at the same time, but you can’t close off your ears [or] your ability to listen and for those connections to be made. So it’s a very subversive way of marketing, but highly effective.”

    Episode Summary

    David shares his journey from a London law firm to music and marketing.How traditional branding can lead agencies astray when it comes to sonic logos.David discusses SoundOut’s five-year study of audio branding and recognition.

    Tune in for next week’s episode as we talk about the unique audio branding challenge companies like Visa and Mastercard face, what role human creatives might play in a market that’s increasingly giving way to AI, and how audio branding can help companies rise above the algorithmic noise.

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

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  • Sound Through the Ages: From Singing Seashells to Ringing Rocks

    Sound Through the Ages: From Singing Seashells to Ringing Rocks

    · Audio Branding

    One topic that comes up quite often on Audio Branding is audio technology, and how far it’s come over just the last few years. Whether it’s choosing the right sound equipment, deciding if you should record with noise cancellation turned on (and just for the record, you shouldn’t), or taking advantage of advanced recording options like 3-D audio and Dolby Atmos, there’s a lot to consider when it comes to sound. But you might be surprised to learn that the science of sound optimization is a lot older than surround sound, or stereo recordings, or even audio recordings at all.

    Sound has been a part of our lives for as long as we’ve been around, and it turns out that we’ve been finding ways to boost sound quality and reshape the acoustic landscape around us for just as long. From ancient Roman amplifiers to prehistoric boulder harmonies, our ancestors explored the possibilities of sound in ways that scientists today are still trying to understand.

    Creating just the right sound experience can be a big enough challenge for modern-day concerts and movie theaters. How do you do it when you don’t have any microphones or speakers? This was the problem faced by Greek and Roman architects, and the science of archaeoacoustics, of how sound was shaped and used in ancient times, hasn’t entirely unraveled their solution. According to the ancient Roman architect Vitruvius, they used “acoustic jars,” or “echea” in Greek, small brass cups built into the walls between each of the seats. He didn’t invent them, though, so we aren’t sure who originally came up with the idea. These echea were believed to resonate and amplify spoken voices, boosting their sound for each listener like a set of personal speakers. They were arranged according to precise mathematical rules that differed depending on the theater’s dimensions.

    Did they really work? They must have worked well enough, since they were popular not only during antiquity but also in medieval times, with over a hundred cathedrals in France alone putting them to use. But research continues on just how they worked as well as they did. Some studies suggest that they didn’t actually amplify sound, but instead absorbed some of the surrounding frequencies to muffle the background noise: the world’s first noise-cancellation technology, more than two thousand years before headphones. But a 2011 presentation at the Acoustics of Ancient Theatres conference suggested that maybe their resonance effect did amplify sound. The verdict’s still out.

    If you’d like to hear an echea’s resonance for yourself, here’s a clip of a sound sculpture by Michele Spranghero that puts one to haunting use:

    https://www.youtube.com/watch?v=vb57mGHy4OE

    Rome wasn’t the only ancient civilization to take advantage of sonic resonance. More than a thousand years earlier, and several thousand miles away, lies the Peruvian archaeological site of Chavín de Huántar, once the capital city of the Chavin civilization. Its temples, plazas, and surviving buildings have been studied for many decades, and lately that research has helped uncover the role that sound and harmonic frequencies played in its religious ceremonies.

    One artifact that’s been consistently found there is the pututu, a wind instrument that’s also known as a conch trumpet since it’s made from the shell of a conch. This may be a little surprising since the ocean’s well over a hundred miles away, but there might be a surprising reason why so many ancient conch trumpets have been recovered from the Chavin temples.

    A research team from the Acoustical Society of America, accompanied by Stanford researcher Dr. Chris Chafe, investigated the acoustical properties of their chambers and discovered that they’re designed to resonate with the pututu’s distinctively warbling frequencies, not only amplifying them but pulling two or more pututu players into a musical harmony that’s felt as much as it’s heard. This effect can be experienced elsewhere – it comes from the rhythmic “beats” that emerge from its natural interference patterns – but it’s stronger inside the buildings. Some researchers have suggested this resonant harmony was a key part of the city’s religious ceremonies and that the temple’s soundscape was intended to create a profound experience for the musicians and their audience.

    If you’re curious about what a pututu sounds like, here’s a short clip:

    https://www.youtube.com/watch?v=J5PkUXBo4NI

    There are plenty of soundscapes and resonant frequencies all around us, of course, and one of our earliest encounters with them might have been as simple as tripping over a rock. They’re called ringing rocks, or singing stones or sonorous rocks, and their discovery by prehistoric tribes all over the world led to one of the first musical instruments ever made, the rock gong or stone chimes.

    Ringing rocks are volcanic rocks, such as dolerite or basalt, and even though they aren’t made of metal and they aren’t hollow, they ring like bells when they’re struck. Groups of singing stones can be found throughout the world, from Ringing Rock Park in Pennsylvania and the Bell Rock Range of Australia to sonorous stone fields in Africa and Europe, and the science behind their sound isn’t as simple as you might think. According to a 1965 study by geologist Richard Faas, the rocks actually create a series of inaudibly low, or infrasonic, audio frequencies, but those overlapping frequencies constructively interfere with each other to create sounds that our ears can detect.

    But where do those low frequencies come from in the first place? Science is still working on that mystery, and some theories suggest it has to do with the rock’s structural tension, making it a kind of stone guitar string that vibrates with a hard tap. And if that isn’t mysterious enough, the Singing Stones of Brittany clearly didn’t come from the place they’re found today, but no one knows when or how they arrived. Did ancient people recognize their acoustic properties and relocate them as oversized musical instruments? Or were the stones, as legend has it, left there by the Devil?

    Check out this clip of a visitor at Ringing Rocks Park in Pennsylvania using six singing stones, each with its own distinctive note, to play a familiar melody:

    https://www.youtube.com/watch?v=LKtkbH6ANyk

    Sound has connected us to each other and the world around us since the dawn of time, and we’ve been discovering new ways to harness its power for just as long. As we move into the future, learning those lessons could help us reshape the way we experience it in the years to come.



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

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

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

    · Audio Branding

    “I give them a lot of credit because they use that so frequently, and that’s why they have so much success. I mean, it is an iconic melody in and of itself, but it’s that repetition and that usage, you know, whereas I feel like a lot of sound logo projects that come in, we’ll get to the finish line and they’ll be excited to use it, and then a month or two later, they’ll be like, ‘We’re not seeing quite the results that we’d hoped.’ It’s like, A, you’re not going to see it after a month, and B, you’ve got to use it consistently, you know, and potentially in multiple places. State Farm does it right.” – Connor Moore

    This episode is the second half of my conversation with founder and creative director of CMoore Sound, Connor Moore, as we talk about where AI voices might be taking sound design, how he became a juror at the International Sound Awards, and how sonic logos are making a comeback.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.


    (00:00) – Current Trends in Sound Design

    The second half of our discussion starts as Connor talks about neural voices, the latest breakthrough in AI voice clones, and how popular they’re becoming with clients. “It’s a very interesting space,” he says, “having a customized brain and voice that can constantly adapt, you know, and so we’re seeing a lot more of that come through.” He talks about his work on Google Glass and how he might approach its UX design differently in today’s world, and how he helped reshape the famous State Farm sonic logo. “’Here’s a simple tweak at a foundational level,’” he recalls saying, “’Take away the square wave and use a sine wave at a base level.’ And they were like, ‘Oh.’ And we’re already 65% there.”

    (10:47) – The Importance of Simplicity

    We discuss his work with the International Sound Awards and the insights he’s gained from seeing nominees from all over the world. “Most of the work I’ve reviewed in the last four years has been more kind of traditional sonic branding,” he tells us. “It’s just great to be a part of that community and to hear all the cool work coming, because it’s at a global scale.” He talks about the resurgence of sound logos in today’s market, and the lesson to be learned from State Farm’s branding success. “The iconic nature of that example is the melody,” he says, “the melody that’s been around for so long. But I think that what I would say is just, you know, use it lightly. Be careful with overusing it.”

    (24:47) – The Future of Sonic Branding

    Our conversation wraps up with what he’s working on now, and the trends he’s seeing in branding and audio UX design. “Industries that you might not expect,” Connor explains, “old school industries that are becoming more tech focused, for example... which I think is interesting, because I think sound as a technology [is] starting to touch industries of old that are modernizing.” He tells listeners how they can get in touch, and shares his perspective as someone on the forefront of sonic branding. “I’m working on very emerging technologies,” he says. “I’m working on older industry segments that are stepping into new technology, I’m working in automotive... it’s a good balance that keeps me engaged.”


    Episode Summary

    Our discussion on the rise of wearable technology and voice-driven experiences.Exploring how simplicity impacts sound design and brand perception.Connor’s predictions on the evolution of audio branding and its applications.

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

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

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

    · Audio Branding

    “Too much sound complicates things, it confuses things, and it causes annoyance and fatigue, too much brain power needed. Too much cognitive load, and it’s a known fact. So oftentimes companies will come to me and say, ‘Hey, we have, you know, sixty sounds we want to create.’ And I go, ‘Okay, cool. Let’s take a look at the list. Let me understand your product a little better and let’s try to find ways to strip it back.’ Because, you know, that can be very overwhelming for users.” – Connor Moore

    This episode’s guest is a leading expert in audio UX and audio branding. As the founder of CMoore Sound, he’s shaped how major brands like Google, Uber, Peloton, and Airbnb use sound to enhance their products and connect with audiences. Over the past fifteen years, he’s helped define how sound influences everything from brand identity to user experience, and he’s been featured in The New Yorker, NPR, and Google’s Design series. He’s also a fellow judge for the International Sound Awards, which is how we met. His name is Connor Moore and his work shows how sound isn’t just decoration, it’s a powerful tool that shapes how we feel, navigate, and interact with the world.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.


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

    Our conversation starts with Connor’s early memories of sound, and how quickly he came to realize in college that audio branding wasn’t really a thing in marketing. “It really begged the question for me of why aren’t brands thinking about sound and music like they are for their visual branding,” he explains. “So that, to me, was a bit of a eureka moment and really kind of set me on my path.” He talks about how both old-time jingles and current audio brands like Netflix get it right when it comes to repetition, and his process for getting clients what they need to establish their audio brand. “With my business,” Connor tells us, “I’m involved at every stage
 that’s a big value add. Having a veteran in the industry in the room at all times and really guiding the work, that is really the biggest differentiator.”

    (12:23) – The Evolution of Sonic Branding

    Connor tells us about some of his current projects, including a major car company that needs a creative approach to sonic branding. “They’re a product first company,” he says. “It’s an automotive company. Without the product, you don’t have the brand. So that is the biggest touch point for their customers. And you can do the audio branding process through UX. It’s really the same process.” He shares the insights he gained from working with companies like Samsung and Lucid Motors, and tells us about the early days of audio-first UX. “Back then they were just very simple kind of ringtones and alarms,” he says. “And what I did is I went in and really crafted really long form compositions that gradually pick up over time, you know, with volume, percussion, harmonics, [and] complexity.”

    (26:15) – Creating a More Thoughtful Soundscape

    As we come to the end of the first half of our discussion, Conner tells us how he balances the functionality of UX with the distinctiveness of audio branding. “There should be a level of cohesion across the experience,” he explains. “But there should also be levels of distinction. So a welcome sound for an in-car experience could be very soft and inviting, whereas, like, for a collision sound, it can’t be soft. You know, it has to be kind of in your face.” We talk about the value of silence, and how knowing when not to make a sonic impression can be as important as making one. “There’s a lot of power in simplicity and silence,” he says. “That is the biggest takeaway of my time in this space.”


    Episode Summary

    Connor discusses his first experiences with sound and sonic branding.We explore how sonic branding has become more intentional over the years.Our discussion turns to the need for thoughtful, pleasing soundscapes.

    Tune in for next week’s episode as we talk about the latest developments in AI-driven neural voices, Connor’s pioneering work at Google Glass and on State Farm’s famous sonic logo, and how companies that don’t necessarily need a musical jingle can still take advantage of an audio brand.

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

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

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

    · Audio Branding

    “I think, you know, what I mentioned before would really apply, and that’s sit down and really come up with a plan over the next twelve months. What do I want to do? Do I want to release a single every month or maybe it’s a couple of singles leading up to an EP and then actually execute that. And, you know, at the same time, be consistent. You don’t want to be an artist that puts out a few tracks and then, you know, goes away for about four years and tries to come back and do it again, because you’re going to have to really start over. I mean, there’s just too much out there, you know, to consume that, you know, you’re going to lose a lot of your fan base if you don’t engage with them. You have to consistently engage with the fan base, consistently release music and devise a plan, like I said, for each of the platforms so you can gauge and analyze exactly what’s working and what’s not. So the next time you put something out, you know what to do.” – Jesse Flores

    This episode is the second half of my conversation with Vice President of Artist and Label Partnerships at Intercept Music Jesse Flores, as we talk about how Intercept Records is balancing AI advances and human creativity, his thoughts on what music genres might take off next, and why rushing to upload your next single might not be the best long-term strategy for building a fan base.


    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.


    (00:00) – AI in Music Marketing

    Our conversation picks up as Jesse talks about how Intercept is putting AI to use for its clients without undermining its artists. “We definitely support AI when it comes to a marketing tool,” he explains, “[but] content creation, not so much, because we really support human-made content that has some soul put behind it, an actual human behind it.” He also offers his advice to musicians on social media. “You have to consistently engage with their fan base, consistently release music and devise a plan,” he says, “for each of the platforms so you can gauge and analyze exactly what’s working.”

    (9:30) – Strategies for Emerging Artists

    Jesse tells us where he sees the future of music heading, and whether AI music could someday become a genre of its own. “Talent is a priority,” he says. “You know, you’ve got to have talent if you’re an artist nowadays. I think that’s always been the case since day one. Making music that is timeless, making music that is undeniable
 that’s what’s going to keep you in this for the long run.” As our conversation comes to a close, he shares his thoughts on the power of sound, and what artists can do to help set themselves apart from the background noise. “There are different points and moments in your life when you hear a song,” he tells us, “[and] you know what you were doing when you first heard it, or, you know, it brings back memories of this person that you were dating at the time, or where you were or who your friends were. Like, it’s just always going to be there for me.”


    Episode Summary

    Exploring the benefits and challenges of AI in marketing versus music creation.Jesse offers his advice on building a music career and engaging with fans.

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

    OP3 - https://op3.dev/privacy
  • The Psychology of Sound in Marketing: A Conversation with Jesse Flores – Part 1

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

    · Audio Branding

    “What can we do to make that number a thousand? That’s the kind of stuff we really focus on. We have tools and analytics within our dashboard to kind of help guide you with that and provide insight onto what strategies are needed to get to that place. But also, I think what makes a lot of sense is to have the right team around you for independent artists. You’ve got to have a really good manager, obviously a great distributor, a good entertainment lawyer, a good publicist, and a good online marketing and social media strategist. If you have those five people in your camp, you’re off to good start.” – Jesse Flores

    This week’s guest was recently named VP, Artist and Label Partnerships at Intercept Music. He’s a seasoned music industry executive with over two decades of experience in business development, artist partnerships and label relations, and, as Senior Director of Label and Business Development at Virgin Music Group, he played a pivotal role in securing and managing relationships with high-profile artists and independent labels, working with artists such as Stephen Marley, Slum Village, Carla Morrison, Dax and more. With a background in both tech and sound, he’s built tools that treat music not just as art but as a powerful business asset.

    His name is Jesse Flores, and in this episode, we’ll be talking about what it really means for artists to own their sound, why marketing is part of the creative process, and how the right tools can help great music get the recognition it deserves.


    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.


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

    Our conversation starts off with Jesse’s early memories of sound, particularly an unforgettable concert when he was a child. “It was my first concert ever,” he recalls. “I was seven years old, and it was the Jacksons’ Victory Tour. Obviously, at the time, Michael Jackson was probably the biggest artist in the planet. And I was young, but I was a fan.” He shares his professional journey, from music student to music executive in Los Angeles, and how narrowly he avoided an early career pitfall. “I really had a good time to, you know, sit down and think about it and weigh the pros and cons,” he explains, recalling a job transfer that would’ve sent him across the country. “And, at the end of the day, I decided to stay in L.A., which was a blessing and the right decision because if I’d moved to Miami, I probably would have lost my job in the next year or two because they closed that office down.”

    (9:45) – Working with Independent Artists

    Jesse tells us more about his work at Universal and what goes into building an up-and-coming musician’s brand. “We had a team just nationwide of people where, you know, they bring them into our market and we were the experts in our region,” he says. “So we knew exactly where to take them, what stations made the most sense, what retailers were really supporting them, where we were selling the records.” He talks about his transition from Universal to Intercept records and explains how he’s still leveraging his connections to help indie artists. “Any artist that was coming off their major label deal but still wanted to release music,” he tells us, “we gave them that opportunity to do that, and not only just put out their music and using our pipes, but also have major label services.”

    (13:00) – Rising Above the Digital Noise

    Jesse and I take a closer look at social media, and the double-edged sword that music platforms can represent for musicians who are just starting out. “Anybody can release music,” he says, “so there’s just so much clutter out there, you kind of have to sift through it. And in order to rise above the noise, I think the key thing is to have a good distribution partner.” We discuss which platforms are the best choices for artists, and his strategies for helping bands find success. “Not everybody is gonna perform as well as some other platform,” he says. “One might have great success on YouTube, but not so much on Spotify and Apple Music. So what we want to do is sit down with the artists, figure out what they’ve done up to this point, and what we can do to really augment what they’ve been doing.”


    Episode Summary

    Jesse discusses his lifelong progression from music fan to music industry insider.His strategies for helping independent artists succeed via social media.We discuss whether live performances are still important in the digital age.

    Be sure to tune in for next week’s episode as Jesse shares his thoughts on AI, why consistency is key for both new and established artists, and his tips for standing out from the musical crowd.

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

    OP3 - https://op3.dev/privacy
  • Standing Out in the Age of AI Music: A Conversation with Jastin Artis – Part 2

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

    · Audio Branding

    “In this age of AI and, you knew I was going to go here at some point, so how can an artist differentiate themselves now that AI can basically create music with the push of a button? Like, it’s hard. It was hard before, and now we have this to worry about. I think you touched on it maybe indirectly earlier in the connection, the spirit of creating and being a human. I think it is the dopest superpower that we have, and I do believe that everyone has it. It’s just, you know, what level it’s in, but just because it’s not, like, music or visual art or dance or something doesn’t mean you’re not creative.” – Jastin Artis

    This episode is the second half of my conversation with artist, producer, and creative sound leader and founder of A&R in Your Pocket Jastin Artis, as we talk about what musicians need to know when they’re starting out as professionals, whether record deals still matter in the digital music scene, and how AI, from digital assistants to licensed voice cloning, is reshaping the industry.

    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.


    (00:00) – Navigating the Fine Print

    We start the second half of our conversation with a focus on some of the lingo of the music industry, such as PRO, short for performance rights organization, payments. “That’s how you get paid royalties on the back end,” Jastin explains. “You might hear that phrase, right? For when your stuff is played on these different avenues and, you know, obviously streaming.” We talk about split sheets and how payments are divided in a group, and the importance of figuring things out ahead of time. “It’s easy if it’s just you, which I know most of us are often doing, right?” he says. “But you have your producer, maybe you have another songwriter, that’s three people. You wanna make sure you have your equally splits or whatever share
 you guys agree to. Do not do that after the song is out.”

    (13:13) - Creativity in the Age of AI

    The conversation shifts to building the foundation for musical success early and the challenge of starting out in the industry. “There’s people obviously we’ve seen in music that are A-list artists because they did have the team,” he tells us. “But if you talk to them in the beginning, they didn’t know what they were doing. They felt like they could figure it out, and they did.” He shares how AI has changed his workflow and approach to music, and his confidence that the human touch isn’t going away anytime soon. “We still have to just believe in, like, the human aspect of what we do,” Jastin says. “That can’t ever go away. I don’t care, regardless of what is happening now, what could happen. It just, and maybe that’s just my belief, that’s just where I’m gonna keep my eyes on the prize.”

    (28:55) - Human Connections in Music

    Our discussion comes to a close as Jastin tells us how listeners can get in touch and what he’s working on right now, including a leadership coaching program. “It’s a 12-week program that’s centered around being sync-ready,” he explains. “Like, that’s a big thing that I’m leading with, and we’ll continue now that I’ve seen how it works. And, I know I’m still learning too, but man, I’m getting paid for beats that I made in, like, 2006.” He also shares his latest musical successes, including his upcoming album. “There will be new music coming,” he says. “Probably not by the end of [2025], but
 I’m working on my thirteenth album. That’s kind of like, wow, I can’t even believe I’m saying that.”


    Episode Summary

    Jasten shares his insights on forming a strong musical career foundation.Our discussion on how AI and the digital music scene has affected musicians.Jasten’s thoughts on the necessity of human creativity amidst AI growth.

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

    OP3 - https://op3.dev/privacy
  • The Healing Power of Music: A Conversation with Jastin Artis – Part 1

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

    · Audio Branding

    “I mean, you know how it was with Michael. And when I heard that phrase, it was just... He saved my life. Like, what? He just sung a song, right? Like, but, you know, take probably one of my favorites, ‘Man in the Mirror.’ Man, it still gets me. So, just from an experience standpoint, and I’ve done some travels in mental health and, you know, talking to people, I do understand how important music, or how powerful I should say, music is. So it absolutely feels like that being a musician, and then, I think, if you’re a musician in church, it’s
 I’ve had some moments, Jodi.” – Jastin Artis

    This episode’s guest is a multi-faceted artist, producer, engineer, and indie A&R who bridges creativity with leadership. With twelve albums to his name, his work in sync licensing includes placements with the NBA alongside agency and micro-sync representation. His company A&R In Your Pocket empowers independent artists with industry knowledge and opportunity, and he inspires audiences worldwide as a keynote concert speaker teaching leadership through music. As a chronic health warrior, husband, and father of two, he embodies both artistry and perseverance.

    His name is Jastin Artis, and in this episode we’ll be exploring his creative journey, the lessons behind the music, and how he believes the music industry can survive and thrive into the future.


    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.


    (00:00) - How Sound Shapes Our Emotions

    As we start things off, Jastin tells us about his early musical influences, from Jimi Hendrix and Led Zeppelin to growing up with Michael Jackson on the radio. “I would say I was probably four or five,” he recalls. “It was when the movie came out, Moonwalker, and I used to go to my mom’s friend’s house who was in the neighborhood every day after school and watch that movie.” We talk about the power of sound and music, and how easy it is to lose touch with our musical side as adults. “Everybody who has a guitar that’s for decoration, that’s sitting there,” he says. “I’m telling you, please pick it up. Play it while you’re watching your favorite show, whatever. That little time adds up.”

    (10:45) – Harnessing the Power of Music

    Our conversation focuses on the healing power of sound, and the impact it’s made on Jastin’s own life. “If it weren’t for music,” he tells us, “I don’t think I would be here
 if I didn’t have access to these records, if I didn’t have that, just, I don’t think I would be the man that I am.” He shares his perspective as producer and A&R executive, and how hard it can be to shake off that perspective sometimes when it comes to just sitting back and enjoying music. “I’m listening and I’m like, wait a minute,” he says, “what did they do, know what I mean? And then other times you’re just, let me just chill.”

    (18:30) - The Intersection of Sound and Branding

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


    Episode Summary

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

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

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

    OP3 - https://op3.dev/privacy
  • Creating an Authentic Sound for Your Brand: A Conversation with Michael Dargie – Part 2

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

    · Audio Branding

    “I’m blown away by it. So, when I close my eyes and I listen to these things, and I hear those textures and I understand the footsteps coming from afar and getting closer and, you know, like, this stuff matters. Like, it paints the picture [so] that I don’t even have to have my eyes open. I can see the whole movie happen with sound.” – Michael Dargie

    This episode is the second half of my conversation with founder & executive creative director at Make More Creative, and Author of BrandJitsuℱ, Michael Dargie as we talk about his approach to uncovering and building up a sonic brand, how close we are to fully synthetic voiceover, and his insights as a marketer and director into what he’s looking for in a voiceover artist.


    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.


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

    The second half of our conversation begins as Michael talks about how the art of quickly building up a story in improv intersects with storytelling in branding. “What do you do? Why do you do it? Who do you do it for? Why do they care?” he asks. “It’s that circle of expectations. And it doesn’t have to be perfect and it doesn’t have to be sales-y.” He shares more about his process for establishing a brand’s sonic identity and the building blocks of a successful campaign. “I think from a brand standpoint,” he explains, “and a sound specific standpoint is, ‘What is true for the brand?’ Just to oversimplify, ‘are you comedy, are you rock and roll, or are you country? Are you Donnie or Marie?’”

    (12:30) - The Balance of Sound and Storytelling

    Michael walks us through his process for casting and directing an ad campaign for a company that wanted to build a more versatile brand image. “We were trying to show that it’s manufacturing,” he tells us, “going from idea to thing to in the hands of somebody who needs a thing. That was the narrative arc. So part of it was I really wanted a feminine voice to tell that story.” He describes the casting process and what sets the right voiceover artist apart from the competition. “I think the other thing too,” he says, “that you’ll know as well is like, are you direct-able? Can you take a note and then do something with it and surprise us with your new approach to it? 
Especially when you’re doing a read that’s maybe not even half a page, but you have to go through eight emotions.”

    (24:37) - The Future of Sound in Branding

    Our conversation wraps up as Michael shares his thoughts about the power of sound, and how critical it is to a successful ad campaign. “It’s not something to be thrown away or to be tucked in at the end,” he tells us. “It’s your palette, and I think it
 serves the visual that you’re going for. It’s the subtext for it all.” He tells listeners how they can get in touch and offers his thoughts on AI and where humans fit into the mix. “My agency name is Make More Creative,” he explains, “because that’s what we do
 We are using AI for a lot of stuff right now, but we always have people in the mix.”


    Episode Summary

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

    Connect with the Audio Branding Podcast:

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

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

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

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

    Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

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

    https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

    Get my Top Five Tips for Implementing an Intentional Audio Strategy

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

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



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

    OP3 - https://op3.dev/privacy
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