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Jodi Krangle

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Audio Branding

Jingles All The Way

December 23, 2020 by Jodi Krangle

The holidays are just around the corner, and we all know what that means: Christmas songs on the radio and holiday jingles in just about every store. But there’s one kind of traditional jingle we aren’t as likely to hear these days: the commercial jingle. If you used to wish you were an Oscar Mayer wiener, if the best part of waking up was Folgers in your cup, if you were ever stuck on Band-Aid brands because Band-Aid’s stuck on you, then you probably grew up in the heyday of advertising jingles. So, whatever happened to those jingles? Do they still have a place in audio branding, or have the Toys R Us kids all grown up?

In many ways, jingles were the first step in the history of audio branding, and they’re much older than you might think. If you know the Muffin Man or can sing along to Hot Cross Buns, then you’re already familiar with the jingles of the colonial era. Those rhymes started with vendors in the Middle Ages who had to find ways to make their street cries stand out and get people’s attention. That meant short, simple phrases often set to music, and the fact that we can still recite some of those rhymes today shows just how well they worked.

With the invention of radio came the modern jingle. Now vendors had to grab and hold the attention of millions of people, and General Mills did just that in 1926 with a barbershop song called “Have you Tried Wheaties.” That one commercial turned Wheaties sales completely around in the Twin Cities market, and when the company aired the song nationwide the following year, Wheaties went from a failing brand to a household name.

Want to hear the jingle that started it all? Here’s a link to the original ad:

Other companies quickly caught on and started coming up with their own musical numbers, and the jingle era was born. From radio to television to the internet, jingles became pretty much synonymous with audio branding. Promoting a brand meant giving it a jingle, whether it’s the Chiquita banana song, the singing Meow Mix cats or Coca Cola teaching the world to sing. But things began to change around the turn of the millennium. Those catchy earworm jingles started to disappear. In 1998, 12% of television ads featured jingles; by 2011 it was just 2.5%. But if commercials weren’t using jingles, what were they using?

For the most part, they were now using licensed songs. This wasn’t a completely new development; those medieval street cries were often set to popular folk songs of the era, and the “Have You Tried Wheaties” jingle borrowed its tune from the 1919 song “Jazz Baby.” Michael Jackson ushered in a whole new era of melding pop music and advertising with his “Pepsi Generation” commercials set to the tune of “Billy Jean,” and ten years later Microsoft borrowed the Rolling Stones’ “Start Me Up” as its anthem for Windows 95.

What did change is that advertisers were no longer relying on famous musicians and recognizable songs. More and more often, the commercials featured smaller artists and songs that many viewers hadn’t heard before. With DVR and streaming content rendering the old 30-second TV spots obsolete, the focus shifted to simply engaging the viewers and convincing them to keep watching the ad. Without a captive TV audience, advertisers needed those viewers to like and share their commercials. One way to do that is by promoting new music that might get people talking and, more importantly, watching.

For a great discussion of the rise and fall of jingles, check out this Cheddar Explains video “The Unexpected Death of the Ad Jingle”:

But as new media continues to evolve, jingles are making a surprising comeback. Online ads, often just a few seconds long, have allowed companies to create musical brands that immediately stand out despite their length. Just think of McDonald’s and its wildly successful “I’m Lovin’ It” theme, or how State Farm’s “Like a Good Neighbor” jingle has returned as the bumper for each commercial. Unlike past jingles, these songs aren’t trying to tell the listener about the product so much as they’re trying to create an instant connection with the brand. As audio branding continues to expand, moving out of the traditional TV and radio spots and into our daily lives, that sort of connection is becoming more important than ever.

Would you consider reviewing the Audio Branding Podcast? If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453 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/

Filed Under: Advertising, Audio Branding Tagged With: advertising, audio branding, jingles, music, nursery rhymes, sonic branding

Interview with Audio Producer & Voice Talent, Macha Gruber – Part 2

November 25, 2020 by Jodi Krangle

I continue my conversation with Macha Gruber. In this second half of the interview, we discuss everything from advertising to diversity in voice acting to COVID to the Keto diet.  This part of our interview is even better than the first part! 

Tune in to hear Macha and I discuss:

  • The importance of imaging for radio and how the voice actor becomes part of the brand
  • How voices have changed 
  • The increase of female voices on voice overs
  • The increase of diverse voices on voice overs
  • Not being in competition with voice actors
  • How Macha and I are both looking forward to hearing more diverse voices in areas that aren’t only meant specifically for diverse voices
  •  The changing dynamics of diversity in general
  • What Macha is currently doing
  • Family dynamics in this quarantine era
  • How COVID has affected my singing gigs
  • What COVID really looks like in the US versus what’s being shown on TV (no one really knows!)
  • What COVID has done to advertising and audio that’s needed 
  • How major tragedy effects the audio in general
  • The comeback of humor in advertising
  • The humor that’s coming back to advertising from this current situation
  • The balance between being crude and being humorous
  • Keeping anger out of advertising 
  • The death of the sexy read
  • The birth of sophistication with a woman’s voice
  • Her true love of coaching and hopefully being able to come back to it
  • The love of being on a team and loving the work she does with her coaching clients
  • Her undertaking of Keto in COVID
  • Finding Keto goodies at the store

 

If you’d like to get in contact with Macha Gruber, you can find her:
Website: www. machacreative.com
Instagram: www.instagram.com/machacreative or www.instagram.com/machagruber
Facebook: https://www.facebook.com/missmacha

 

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

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  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/ 

Filed Under: Audio Branding Tagged With: advertising rules, audio, COVID-19, diverse voice actors, diversity, family dynamics, female voice actor voices, female voice actors, humor in advertising, keto diet, radio imaging, singing, voice acting, voice coaching

Interview with Audio Producer & Voice Talent, Macha Gruber – Part 1

November 18, 2020 by Jodi Krangle

I’m so excited to chat with Macha Grueber. She’s done some amazing things in the audio world and I have to tell you –  I’ve been looking forward to hearing her perspective on the current status of the audio branding world. Macha is a professional voice actor and has spent the better part of 15 years in the audio industry, doing everything from voice acting to now being part of the elite creative team at iHeartRadio. This is quite the interview and we had so much fun chatting!

Tune in to hear Macha and I discuss:

  • Macha’s take on COVID-19
  • How helpful having a home studio has been
  • Her first introduction to audio- being part of a pirate radio studio
  • Going to college to be a chiropractic doctor
  • How she transitioned away from chiropractors to being a radio show host
  • Her first take at doing her own audio imaging
  • How making promos led to her going to broadcasting school
  • Transitioning away from being ON air into creating audio imaging 
  • Where imaging for radio came from
  • The background on radio station imaging and how it affects ratings 
  • What’s changed now- length of promos and what promos sound like
  • The places radio shows up now versus 20 years ago
  • Listening to radio stations at home on smart speakers
  • Transition into iHeartRadio
  • Being kicked out after her first internship 
  • Her first gig with Clear Channel
  • The in between time- working in the real world and doing audio imaging on her own
  • Her experience creating demos and doing voice over
  • Trends Macha has seen in commercials- both visual and audio
  • The effects of the millennial craze
  • What makes good audio branding 
  • The impact of writing on a good commercial 
  • How audio recordings happen in the commercial world
  • The importance of theater of the mind for commercials versus a voice over
  • How sound design affects the entire commercial
  • Turn around time for commercials 

 

If you’d like to get in contact with Macha Gruber, you can find her:
Website: www. machacreative.com
Instagram: www.instagram.com/machacreative or www.instagram.com/machagruber
Facebook: https://www.facebook.com/missmacha

 

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

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  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/

Filed Under: Audio Branding Tagged With: audio branding, audio imaging, broadcasting school, Clear Channel, COVID-19, home studio, iHeartRadio, imaging from radio, radio commercials, radio disc jockey, radio rating, theater of the mind, voice over

Interview with Co-founder and CXO of Audio UX, Eric Seay – Part 2

November 4, 2020 by Jodi Krangle

This is the second part of my interview with Eric Seay. We dive into more about how audio varies for different brands. Eric also walks us through his entire process for creating an audio brand. This second part of our conversation is just as intriguing as the first and I can’t wait for you to dive in!

In this episode, we explore:

  • How to create audio branding for a company that just has a feel
  • The different phases of developing an audio brand
  • How many companies and brands have thought about their audio branding
  • How audio branding has become more normalized
  • The background needed before writing the actual audio
  • How Audio UX decides what each brand needs for their audio branding
  • What Eric does with each brand
  • How psychoacoustics comes into play
  • Best practices for sounds
  • Universal sounds versus location specific
  • Generic sets (sounds) versus Premium sets (sounds) and how that drives sales
  • Sounds creating experiences
  • Where UX came from and the importance of the user experience
  • Working with the UX teams with each brand
  • The new platform for audio branding
  • Having apps work together with their audio
  • The parts of different experiences that should have differences with audio
  • Making sure everything sounds the way it should once everything has been created
  • How audio branding has changed
  • The need for comfort with sounds now with COVID
  • Sound types and their unique skills in different apps/devices
  • How sound affects what we want
  • The evolution of audio branding with each brand
  • Check out the case studies on the website

The best way to contact Eric Seay and AudioUX is through their website at https://auxnyc.com/. You can find AudioUX on more social media platforms @aux_nyc (Instagram, Facebook, and Twitter).

 

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

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  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/

Filed Under: Audio Branding Tagged With: audio brand, audio branding, audio branding evolution, audio experience, AudioUX, branding background, comfort sounds, generic sounds, location specific sounds, phases of development, premium sounds, psychoacoustics, universal sounds, user experience

Interview with Co-founder and CXO of Audio UX, Eric Seay – Part 1

October 28, 2020 by Jodi Krangle

This week’s episode is part 1 of an interview with Eric Seay. He has a deep understanding of vertical sound. He combines his love for the artistic expression of music and the study of psychoacoustics (fascinating, right?). He and his team have done extensive research into the power of sound and are constantly pushing the limits of what is possible for the future of audio branding. This is a conversation I’ve wanted to have for a while – and I hope you find it as fascinating as I do!

In this episode, we talk about:

  • How things have been going since the start of COVID in NYC
  • The change in industries for voice actors with COVID
  • His background in audio
  • How becoming a musician and studying music theory influenced his current path
  • Why Eric minored in psychology
  • What exactly is psychoacoustics
  • The backend side of audio branding
  • The shift in the commercial music industry
  • The formation of Audio UX
  • The purpose of Audio UX- bringing together audio and visual branding
  • The importance of the audio logo and the company identity
  • Things you can do modularly to keep your audio branding evergreen
  • How different businesses have manipulated their audio logo to convey different emotions
  • Universal sounds and icons
  • Why audio branding is important
  • How audio allows you to interact with different brands
  • Transporting with different sounds to different places
  • How he came up with a sound for a color
  • The process of doing audio branding
  • All the different components that get created during an audio branding process

The best way to contact Eric Seay and Audio UX is through their website at https://auxnyc.com/. You can find Audio UX on more social media platforms @aux_nyc (Instagram, Facebook, and Twitter).

 

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

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  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/

Filed Under: Audio Branding Tagged With: audio branding, audio branding process, audio logo, AudioUX, commercial music industry, company identity, COVID-19, psychoacoustics, universal sounds

Interview with Public Speaker, Educator & Author, Robert Kennedy III – Part 1

September 30, 2020 by Jodi Krangle

On this episode of the podcast, I am joined by the Co-Founder and President of Speak Write Now Communications. He is a serial entrepreneur and started his first business in 2001, an online music promotion portal with an internet radio station.  He is an award-winning public speaker, corporate trainer and author.  His books include 28 Days To A New Me, 7 Ways To Know You Should Lead and Find Your Voice: 28 Secrets To Help You Speak Up and Speak Out.  He has a background in education, media, and radio.  Through his training company, he works with leaders who need to deliver critical messages with confidence.  He lives in the state of Maryland, where he has been featured on FOX and CW for his work around confident communications.  His name is Robert Kennedy the Third and we had a great conversation that I know you’re going to enjoy listening to. 

In this episode, Robert and I discuss:

  • The problem of COVID- overbooking yourself
  • Robert’s introduction to voice
  • How starting and operating 4 different vocal groups helped him understand vocals
  • His transition into voice acting from teaching biology
  • Robert’s first interaction with radio and how that popped back up when he transitioned into voice over
  • Using sound/voice to build trust in business
  • Voice of a Leader presentation
  • Robert’s development of a 4 part assessment for voice analysis and use in leadership
  • How you can use the assessment to adjust your own vocal style
  • How to look at your intended result to change your vocal strategy
  • How babies use their vocal patterns to communicate what they need
  • Finding who wants what you have to give and how to use our voice to communicate appropriately 
  • Different systems within different styles of leadership
  • Understanding who you’re communicating with
  • introverts and extroverts
  • Morning routines

 

If you want to get in contact with Robert, you can find him at www.RobertKennedy3.com or www.SpeakWriteNow.com. He can also be found on social media on Facebook at https://www.facebook.com/groups/storytellersgrowthlab or on LinkedIn at https://www.linkedin.com/in/robertkennedy3/. You can join the Story Tellers Growth Lab here: http://storytellersgrowthlab.com/. Here is the information for Robert’s book: 28 Days To A New Me: A Journey Of Commitment (2nd Edition) – https://amzn.to/3gutenk 

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

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  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/

Filed Under: Audio Branding, Marketing Tagged With: communication, COVID-19, extroverts, introverts, leadership with voice, morning routines, styles of leadership, vocal patterns, vocal style, vocals, voice analysis

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