“I knew a guy who had been quiet, mild-mannered; you would never have thought that he would listen to death metal all the time. And it was, I mean, this thrashy, really, really violent music. He explained the reason he did it, that he liked it, was because he was deeply abused as a kid. He was violently abused as a kid. He had a lot of pent-up rage, and the music was a catalyst to vent his rage. So, he was actually a very calm, peaceful person in real life. But that was his vent. He could vent that. And all of a sudden, the music that I kind of, maybe thought at that time was offensive wasn’t so offensive, not if it’s serving a purpose and helping that person.” – Jeff McQuilkin
This episode is the second half of my conversation with film composer and creator of JetstreamSONIC, Jeff McQuilkin, as we discuss how sonic branding can best be utilized by small businesses, the role of music in a post-jingle market, and the most effective approach to building an audio brand.
And if you like what you hear and you want to support this podcast, there are a bunch of ways to do that at audiobrandingpodcast.com, including subscribing to the YouTube channel, the newsletter, writing a review, or buying me a coffee. Because this takes a lot of coffee. Thanks so much.
(00:00) – The Emotional Power of Music
As the second half of our discussion picks up, Jeff and I discuss what sets the jingles of years past apart from modern audio branding. “To me, it’s historical. Jingles were written to an ad, [and] sonic branding is written to the brand,” he explains. “To me, that’s the differentiator. Now, a really good jingle can become sonic branding, like, I’m thinking of the KitKat song.” We talk about some of Jeff’s most memorable projects, including a clip from a sonic brand he developed for a life coach. “We needed something kind of ambient for her because of the type of subject matter she was dealing with,” he says. “This deep, affected piano sound is what we used for the main melody… Her report back was, ‘I get goosebumps when I listen to it… I feel like a celebrity with my own theme music.’”
(13:18) – Success Stories in Sonic Branding
Jeff shares some of the lessons that he’s learned in the audio industry and his advice to newcomers. “The imposter syndrome hits every time when I’m sitting there,” he says. “Like an artist staring at a blank canvas who has no idea what they’re going to paint. It feels like that when I start a project, and usually, you know, I just start playing, and something emerges.” Our conversation turns to what helps set an effective audio brand apart from the competition. “Probably two things,” Jeff tells us. “It sticks in my head, and the other is the way it makes me feel about the brand. There are some sonic brands out there that are truly very memorable, but they don’t do any favors to the company.”
(26:22) – The Psychology of Sound
As our conversation comes to a close, we discuss the value of sound and its place in marketing. “Generally speaking,” Jeff explains, “we respond to sound up to two hundred times faster than to what we see. And so that is what makes sound so important.” He tells listeners how they can get in touch and why he thinks sound offers a unique connection when it comes to branding. “I think we have been given a great gift,” he explains. “Not every species responds the same way to [sound], and we have the ability to respond to it, we have the ability to create it. We have the ability to enjoy it.”
Episode Summary
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Jeff and I discuss how sound can serve as an emotional outlet.
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The reasons why small businesses often overlook audio branding.
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How sound influences memory and brand perception.
Connect with the Guest
Jeff’s Website: https://www.jeffmcquilkinmusic.com/
JetstreamSONIC’s website: https://jetstreamsonic.com/
Follow Jeff McQuilkin on LinkedIn: https://www.linkedin.com/in/jeffmcq/
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.
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This interview episode was very skillfully made to sound beautiful by the talented Humberto Franco.
** Transcript available upon request
