Jodi Krangle

905 836 5444

Jodi@VoiceoversAndVocals.com

Audio Branding

Audible Equity: An Interview with Audio Branding Expert, Shez Mehra – Part 1

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“If you’re not thinking about sound and audio strategically and intentionally as it applies to every part of the mix in marketing, every touchpoint, every channel, every platform, then you’re likely going to be doing yourself a disservice.” — Shez Mehra

This week’s guest is an award-winning creative entrepreneur, founder, advisor, and producer who specializes in building brand affinity through the strategic and intentional use of sound. Sounds like the perfect person to ask about audio branding, right? His name is Shez Mehra and we met recently at a monthly Zoom chat that Jeanna Isham put together, discussing sound in marketing. Shez really impressed me with his knowledge about the industry, with the projects he’s worked on in the past, and where he sees this going in the future.

He’s on the cutting edge of discovering creative ways to use sound for his clients every day, and I’m looking forward to exploring more about that and hearing some of the stories he has to tell.

I really think you’ll enjoy this interview!

 

Playing the Wizard

Shez tells us about his earliest memories of sound, of dancing to Chubby Checker with his dad and trying to figure out how the musicians could fit inside a radio. But his life truly changed once he heard a DJ’s record scratch, and then when he went to his first nightclub and saw a DJ’s hold on the audience firsthand. “I was fascinated by this person sort of behind the scenes,” he explains, “playing Wizard of Oz and really controlling the entire narrative and soundscape and influencing so many people’s journeys.”

 

Differentiation Through Sound

“Audio branding,” Shez tells us, “is essentially building differentiation through sound. It’s not unlike visual branding in that you see a logo or a brand or a color and you’re intrinsically thinking about that brand or that company.” We discuss the more binary role sound used to play in marketing jingles, and how our audio branding has evolved over time. As Shez says, it’s about being “everywhere that a brand exists and speaks to a customer.”

 

A Post-Production Conversation

We also take a look at the meteoric rise of Clubhouse, Zoom, and social media in the audio branding landscape, and their staying power now that the world’s beginning to open up again. Shez talks about the importance of integrating sound strategically into marketing from the very start of a brand. “Most brands aren’t thinking about sound in this way. It’s always thought of as a post-production conversation,” he tells us. “If you’re not thinking about sound strategically, then you’re likely going to be doing yourself a disservice.”

 

Not the Same World

“It is not the same world as even five years ago or ten years ago,” Shez explains, “and even the ways our brains are being wired differently now is changing.” We talk about the challenges that audio marketing faces in the age of social media: for instance, if a licensed song goes viral on TikTok, is the company positioned to take advantage of that? We discuss the perils of taking a halfhearted approach to building that audio brand and how he emphasizes those challenges and solutions for clients. “We understand the value of what we do but we need to be able to… articulate it to the people responsible for investing in brand and brand decisions.”

 

Be sure to tune in next week for part two as we continue the interview with a look at Shez’s upcoming projects, his work on the Telus #EndBullying campaign, and a peek at what can happen when too many brands use the same stock music.

Connect with Shez:
Websites: https://the194group.com/
https://www.audiobrand.io/
https://rainamusic.com
Social Media:
LinkedIn: https://www.linkedin.com/in/shezmehra/
Twitter: https://twitter.com/shezmehra

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 or a spoken review so others can find the show on their favorite podcast player!

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

An Audio Retrospective – Celebrating 100 Episodes

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Sound is a subject I’m very passionate about, and it’s more important than we think. When I started this podcast I wanted as many people as possible to know that their audio shouldn’t be an afterthought. But as I spoke with people about this topic, I learned that I had a lot to learn about it too. Every guest on this show has shared valuable information about how sound shapes us, and I’ve been fascinated by the depth of these conversations. I hope you have too.

There’s a lot to unpack here, and the samples featured in this episode really just give you a basic overview. I’ve included links to each of the episodes here so you can go back and listen to any that intrigue you. Ultimately I’m on the same journey of discovery that you are, and it’s a journey that we’re taking together.

 

It Seems Like Magic

We start things off with a look back at my Episode 19 interview with sonic strategy director and audio alchemist Steve Keller, and his amazing work in using sound to change the way our brains perceive different flavors. From there we revisit Episode 81, an interview with Jim Kennelly and Sam Ufret of Lotas Productions, and the trends they’ve followed in the voiceover industry after Covid-19.

Steve Keller: https://www.sxmmedia.com/
Jim Kennelly and Sam Ufret: https://www.lotasproductions.com/

 

“Hey Jodi, it’s Marie Hoffman. I just listened to your podcast with Jim Kennelly and Sam Ufrent, and the excitement and positivity that they brought to the podcast about the future of voiceover and synthetic voices and AI was palpable. I felt like I went to four years of college in your thirty-one-minute podcast. Thank you so much for airing this, and keep up the good work!”
— Marie Hoffman, Voiceover Artist

 

The Timbre of Your Voice

We continue with audiologist and parent coach, Dr. Lilach Saperstein’s interview in Episode 79, and the subtle connection between our sense of hearing and emotional relationships. Then we jump back a little further to Episode 71 and Hamish MacDonald, the managing director of Squeak-E-Clean Studios, and how he conveys the true value of sound to his clients and partners. After that, we check in with casting director and coach Mary Lynn Wissner in Episode 36, to talk about how sometimes the best voice for a job isn’t the one her clients expect.

Dr. Lilach Saperstein: https://allaboutaudiology.com/
Hamish MacDonald: https://www.squeakeclean.com/
Mary Lynn Wissner: https://www.voicesvoicecasting.com/

 

“This is Cheryl Holling, host and creator of the podcast 19Stories: From Fear to Hope. I’m also an avid listener of your podcast, Jodi, and given you’re about to celebrate the release of your hundredth episode and inquired about our favorite episode, I’d have to say that as much as I enjoy all of your wonderful guests, I so appreciate your solo episodes, especially your most recent one entitled “Positive Vibes Only.” The amount of research you do, the really interesting information you provide, and your delivery always make me feel like I’m listening to an audio documentary where everything you describe comes to life. Congratulation on your one-hundredth episode and I look forward to the next hundred ones!”
— Cheryl Holling, Voice Over, Podcast Producer & Host

 

A Hell of a Statistic

Next, we take a look at Episode 29 and my interview with multimedia storyteller Brandee Sanders, who shares her insights into the connections between sonic branding and audio storytelling. After that, we jump to Episode 30 and marketing upheaval expert Rudy Fernandez, who discusses the science of sound and advertising.

Brandee Sanders: https://www.brandeesanders.com/
Rudy Fernandez: https://creativeouthouse.com/

 

“I don’t know, just picking one out of all the amazing content there’s been between the podcasting and Clubhouse, it would be tough to do. But if I had to pick one, I think it would be the podcast with Brandi Sanders. There was so much good information there crammed into sixty minutes and she has so much energy doing it. That is still one of my favorite Audio Branding podcasts, so thank you, Jodi.”
— Jim Cooper, Voiceover Artist

 

“Real People” is the Word

We start the second half off with a look back at Episode 42 and my interview with creative director and composer Nick Crane, who talks about the challenges and rewards of bringing an artist’s insight to commercial branding. Then we move on to Episode 53, where iHeart media audio producer Macha Gruber, now Macha Kane, talks about some of the more subtle advertising and branding trends that have emerged in the 21st century. After that, it’s time for a quick peek at Episode 77, where sonic branding strategist and Pirate Group Inc. CEO Tom Eymundson discusses his three-step branding methodology.

Nick Crane: https://racketclub.tv/
Macha Kane: http://machacreative.com/
Tom Eymundson: https://www.piratetoronto.com/

 

“We’re in the age of Voice First and, yes, it’s a relatively young industry, so it’s going to require a combined effort and partnerships between designers, developers, and the voiceover industry that I’m a part of. Jodi’s Audio Branding podcast provides a space where, as a guest or as a listener, we can all share and be inspired.”
— Jim Kennelly, Voiceover Producer and Director

 

Most of Our Decisions

From there we look back at Episode 87 and discuss filmmaker Kevin Elliott’s “three promises” system for creating videos that are sure to move people. After that, we revisit Episode 62, my interview with Dr. Cornelius Ringe and Lars Ohlendorf of the Audio Branding Academy and Berlin-based sound agency WESOUND, who talk about the ongoing process of audio management to help maintain a brand.

Kevin Elliott: https://wewafilms.com/
Dr. Cornelius Ringe and Lars Ohlendorf: https://www.wesound.de/en/

 

“This is Anne Ganguzza, voice talent coach and demo producer, and host of the VO Boss podcast. Jodi, I am such a fan of your Audio Branding podcast. I love how you explore the depths of how audio affects and influences us and it’s a topic that is so especially relevant for us in the voiceover industry. Your podcast should be required listening for all who want to elevate their brands and make more meaningful connections. Thank you for all you do for your listeners, and I can’t wait for the next episode.”
— Anne Ganguzza, Voice Coach and Producer

 

Something We’re Not Used To

As Audio Branding’s one-hundredth episode comes to a close, we revisit Episode 50’s interview with Eric Seay, co-founder and CEO of Audio UX, who talks about the fascinating process of localizing music and audio aesthetics for different cultures. Then we look back to one of my earliest interviews, Episode 8, with sound designer and studio owner John McClain, who discusses the evolution of sound and how it affects us, and end on a positive note with Episode 89, my interview with physician, speaker and author Dr. Teri Fisher.

Eric Seay: https://auxnyc.com/
John McClain: https://www.monstersp.com/
Dr. Terry Fisher: https://drterifisher.com/

 

“Hi, it’s Christoff Trappe. Jodi’s podcast has really been a fantastic resource for me. I listen to it every week when it comes out and always learn something new. Audio branding isn’t something that was always top of mind for me, even though I spent my day creating content of all kinds of different types. Fantastic show, would highly recommend it. Jodi is definitely an expert in the field.”
— Christoph Trappe, Content Marketer and Podcast Host

 

Thanks so much to all my listeners, to my wonderful guests, and to my colleague and friend Humberto Franco for his tremendous job in editing these episodes so that they sound as good as they possibly can. I hope you’ll join me for the next one hundred episodes.

 

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 or a spoken review so others can find the show on their favorite podcast player!

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

The Sound of Marketing: An Interview with Jeanna Isham – Part 2

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“This is about an enhancement. This is about a more immersive experience, not even an immersive audio experience, but an immersive experience because even if we tried and we just wanted to experience one sense, we can’t.”

Jeanna Isham

This week’s episode is the second half of my interview with composer, podcaster, and sonic branding expert Jeanna Isham, where we talk about voice technology and Jeanna’s inspiration as a podcaster, as well as the unlikely sound lessons we can all learn from Disneyland.

 

A Self-Led Journey

We begin with a quick look at Joel Beckerman’s book Sonic Boom and the subtle but effective audio strategies that Disneyland employs to make each of its themed sections stand out. Jeanna goes on to talk about her podcasting career and how it began as an effort to learn more about the audio side of marketing, and then as a way of sharing what she’s learned with others. “Through all this, I found the lack of sound strategy,” she explains, “and as a musician, I was like, why would you just throw this in? So I started this self-led journey into sound marketing and realized that there was a lot missing.”

 

The Beginning of Sound

Next, we discuss her Sound in Marketing online course. “We go back to the beginning of sound,” Jeanna says, “and realize that we are sound, and we do make sound, regardless of what you think, so why don’t we make it on purpose?”  She explains that sound makes a quicker sensory impression on the brain than sight and that user experience and voice AI design in particular can benefit from a more creative audio approach.

“I want to open up the possibilities in your brain. I want your brain to start spinning and thinking independently of what I’m saying.”

 

Needing to Untether

We wrap up with a look at the future of audio and media technology, both its dangers and the potential it holds. “We have become so oversaturated with technology and visuals,” she says, “and just being on that people need to untether, and just take a break from it.” Jeanna and I discuss Mindshare’s Media Dystopia web series, and the effort to keep up with emerging technology as well as successfully engaging the human beings behind it. “It hurts my heart when something doesn’t land, but it’s because of execution.”


Connect with Jeanna:

Website: https://www.dreamrproductions.com/
Follow Jeanna Isham on Facebook: https://www.facebook.com/DreamrProductions/
Connect with Jeanna Isham on LinkedIn: https://www.linkedin.com/in/jeannaisham/
Tweet with Jeanna Isham on Twitter: https://twitter.com/Jeanna_Isham

Next week will be my 100th episode – be sure to check it out!

 

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 or a spoken review so others can find the show on their favorite podcast player!

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

The Sound of Marketing: An Interview with Jeanna Isham – Part 1

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“I really like creating but it is a lot of work and one thing that I have noticed is that companies and even industries do not fully understand the potential of sonic branding.”

Jeanna Isham

This episode’s guest has over twenty years of audio experience, ranging from film composition and production music through the world of sonic branding and sound identity as a creator, strategist, and thought leader. Her company, Dreamr Productions, creates audio identities for companies and brands as well as consulting and educating on sound in marketing and its best practices.

She also produces, hosts, and edits the Sound In Marketing Podcast while teaching courses on The Fundamentals of Sound In Marketing. Her name is Jeanna Isham, and one reason I wanted her on the show is that she’s right there in the thick of things, creating and consulting to help people understand how powerful a strategic and intentional audio brand can really be. Besides that, she’s just a great person doing great things, and that’s something you need to know about.

 

Memories of Summer

“The sound of cicadas makes me so happy,” Jeanna says, recalling one of the sounds that always takes her back. “I have memories of sitting on my grandma’s back porch sipping ice tea, yelling over the cicadas to talk to people, and that is my happy place.” In the first segment, we take a look at how sound shaped her early life and dreams, from the tranquil hum of the cicadas to the music that helped inspire her as a teenager, from Sarah McLachlan to the Smashing Pumpkins.

 

It’s Not About Music

After trying her hand at traditional songwriting, Jeanna discovered that creating instrumental melodies and production music appealed to her more on a personal level. She soon discovered, though, that many companies still had a limited view of sonic branding, and hadn’t yet learned how to fully embrace its potential. “What it all whittles down to is that it’s not about music, it’s about sound. And when you take that limitation out of the mix,” she says, “it might come across as daunting, but the way I see it is that it’s liberating.”

 

The Power of Sound

By using the full power of sound, not just in the form of traditional jingles but in more innovative approaches like ambiance, licensed music, and even Spotify playlists, Jeanna explains how audio branding can make a deeper, more lasting impression than many people realize. “If it was a pleasurable experience,” she explains, “and it was strong enough of an experience, then you are advertising to your customer without having to be present. That’s power.”

 

Next week we’ll continue the interview with a look at Jeanna’s podcast series, her monthly Sound on Purpose chats, and the direction she sees sonic branding and the future of sound taking.

 

Connect with Jeanna:

Website: https://www.dreamrproductions.com/
Follow Jeanna Isham on Facebook: https://www.facebook.com/DreamrProductions/
Connect with Jeanna Isham on LinkedIn: https://www.linkedin.com/in/jeannaisham/
Tweet with Jeanna Isham on Twitter: https://twitter.com/Jeanna_Isham

 

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 or a spoken review so others can find the show on their favorite podcast player!

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

Positive Vibes Only

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Most of us grew up learning that the human body has five senses: sight, sound, touch, taste and smell. Everything we know about the world around us comes to us through these senses. We see colors and we hear music. We taste whether our coffee has sugar in it and, especially now that we’re heading into summer, we smell the flowers and feel the warm air. But the world isn’t really divided up as neatly into those senses as it might seem. Depending on how you look at it, we might have anywhere from just three senses to thirty-three or more; they can mix together and split apart in ways that we don’t usually think about. Sound in particularly is really just vibrations filling the air around us, and that simple fact can lead to some fascinating discoveries if we look and listen closer.

Can you see sound? It might seem like the answer is no, but if it’s loud enough, you may notice a window shaking or even feel the floor trembling under your feet. But the truth is that everything carries sound and vibrates with it, even if we can’t normally see it. A few years ago researchers at MIT developed an algorithm they call a “visual microphone,” that can scan video footage to observe the way sound causes everyday objects to invisibly vibrate and then reproduce those sounds. Check out this video for a demonstration of how a houseplant vibrates with the song “Mary Had a Little Lamb,” and how that song can be recreated using those silent vibrations.

Everything around us is humming with sound, even if we don’t always notice it. If the frequency’s too low, we might sense the sound without actually hearing it. Such low, deep sounds are called infrasound and even though we can’t hear them, animals use them for everything from traveling in herds to migrating in the winter to sensing earthquakes and eruptions. And although we can’t directly hear infrasound, we can sense when it’s there, as a vague feeling that something’s making us uncomfortable. Researchers think it might be the reason some houses seem to be haunted, and horror movies have started using infrasound to create a more ghostly atmosphere.

I’ve linked to a video here of a 19Hz infrasound clip if you’d like to hear, or feel, it for yourself. You’ll need headphones to play back such a low frequency, and be careful: you might end up feeling nervous, dizzy or even a little sick to your stomach.

Most of us spend every moment of our lives surrounded by sound, so what happens when all of that sound’s taken away? The answer can be found in an anechoic chamber, a soundproof room that’s designed to absorb all sounds, both inside and out. Two such rooms, one at Orfield Labs in Minneapolis and the other at Microsoft’s headquarters in Redmond, hold the record as the quietest places on Earth. They’re so quiet that nobody’s ever stayed inside one for more than an hour. Even walking can be a challenge without any footsteps, and hearing nothing but the sound of your own heart, your stomach, even your bones, ends up being too much.

When you’re ready for some noise, though, there’s one animal that’s not only one of the loudest creatures in the ocean, but also one of the smallest. It’s called the snapping shrimp, and it measures just a few centimeters from head to tail. It uses sound as a weapon, launching superheated bubbles through the water that burst at over 200 decibels, louder than a blue whale. These bubbles are so loud that they can even drown out submarines and sonar equipment.

So, can we see sound? The sound of a snapping shrimp’s claw can be so loud that it literally creates a burst of light, but there’s a safer way to view sound waves for ourselves. It’s known as cymatics, the study of sound visualization, and it uses everything from flowing water to grains of sand to help reveal the invisible patterns that sound creates all around us. Be sure to check the video below for an exciting music video by electronic composer Nigel Stanford called “Cymatics” that shows just how many different forms music can take.

Whether we’re walking along the beach or just stuck in traffic, listening to music or enjoying the peace and quiet, we’re immersed in a flowing sea of sound, a secret symphony of complex patterns and vibrations hidden just below the surface of what we hear.

 

Would you consider giving this podcast an honest review? You can do that here: https://lovethepodcast.com/audiobranding.  And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!

And if you’re interested in crafting an audio brand for your business, why not check out my FREE download – 5 Tips For Implementing An Intentional Audio Strategy at https://voiceoversandvocals.com/audio-branding-strategy/

Interview with Sonic Branding Strategist & CEO of Pirate Group Inc., Tom Eymundson – Part 2

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This is the second part of my interview with Tom Eymundson. This part dives in deeper to the bigger necessity of having an audio brand. This audio brand is the connective tissue to your customers. Tom really lays out for us how important an audio brand is as we move into this next decade.

We discuss:

  • The brands Tom has worked with that really stuck out to him
  • His big brand collaborations- Koodo, Porter Airlines
  • The way that Porter Airlines has used a champagne flute ping in their audio branding
  • The piece of jazz Porter Airlines acquired and where Porter plays their sonic branding (on commercials and when you get on their airplanes)
  • Cobranding with different pieces of audio
  • The difference between sonic branding and a piece of music
  • The danger of leveraging someone else’s music to tap into an emotional connection with your audience
  • Branding being an even more important piece of business as more startups are being created
  • How businesses are being judged on their audio branding now more than ever
  • The NEED for connecting with your customers as a business
  • Brands creating their own mix tapes to connect with their customers
  • Sound as a key component to expressing the quality of your brand
  • The upcoming need of becoming more and more sound proficient as a brand
  • How one company is using dynamic music in a phone app
  • Mastercard’s new audio soundscape and adding in a sound for your transactions online
  • Moving toward having companies create transactional sounds and partnerships between companies
  • The time it takes for something in audio to become memorable
  • Tom’s current project – doing phase 3 of testing with a lottery company
  • All the backend that has to happen for audio branding to be done well
  • The cost of creating a really great audio brand
  • Using a piece of music versus a human voice
  • Marketing and explaining to companies how important an audio brand can be
  • The longevity of an audio brand
  • McDonald’s success with their audio brand
  • How audio branding is your handshake on the way out the door

 

If you want to find more information about Pirate Group Inc, you can find them:

On their website: www.piratetoronto.com

On Facebook: https://www.facebook.com/piratetoronto

On Instagram: www.instagram.com/pirate_toronto

On LinkedIn: https://www.linkedin.com/company/pirate-radio-&-television/

On Twitter: https://twitter.com/piratetoronto

 

This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).

Would you consider giving this podcast an honest review? You can do that here: https://lovethepodcast.com/audiobranding.  And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!

And if you’re interested in crafting an audio brand for your business, why not check out my FREE download – 5 Tips For Implementing An Intentional Audio Strategy at https://voiceoversandvocals.com/audio-branding-strategy/