Jodi Krangle

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Jodi@VoiceoversAndVocals.com

COVID-19

Making The World Go Round

February 24, 2021 by Jodi Krangle

It’s been just about a year now since the coronavirus pandemic first started, and sometimes it’s felt like the whole world’s closed for business. More and more of us are working from home, and most of our business meetings, not to mention our daily lives, take place over Zoom these days. Life seems to be much more homebound lately, but with new vaccines being approved and the Tokyo Olympics just around the corner, the world’s starting to open again. And one sector that’ll play a pivotal role in it is the tourist industry.

In 2019 the Costa Rica Tourism Board, or ICT, won the International Sound Award for Audio Branding with “The Sounds of Costa Rica,” a new musical brand that subtly emphasizes the letter C, for Costa Rica. It does this by making a simple but powerful six-note mnemonic out of the circle of fifths, a diagram often used in music. It starts with a C note and uses such instruments as the marimba, tuba and ocarina to play halfway through the circle.

This might sound pretty technical, but the melody, combined with the instruments and festive, colorful imagery that accompanies it, works to create an almost instinctive sense of warmth and inclusion. Like most music, all that work is just to create exactly the right mood for the listener, without anyone even noticing it.

If you’d like to hear it, and to see how it complements the new ICT logo, check out this link to the award video:

https://www.international-sound-awards.com/media/ISA2019/2019-1017_ICT-TheSoundsOfCostaRica_CaseFilm.mp4

When we think about travel, we usually think of it as imagery: bright tropical beaches, flashing city lights or lush green forests. But audio branding’s starting to play a much larger role in the tourism industry lately, creating a sense of excitement, familiarity, even nostalgia using sound. The international resort chain Bahia Principe (bye-ee-ah preen-seh-pay) has made its theme song, complete with band and lyrics, the foundation of its brand. The melody’s used everywhere from its commercials to its phone system, from corporate videos to lobby music, all to create a consistently recognizable audio logo that will instantly engage their customers.

Curious about the song? There’s a link to it here:

But a lot has changed, even since 2019. Tourist boards and travel companies need to talk about the pandemic, expressing empathy for customers who are understandably reluctant to go on a vacation these days and adjusting their brand to a very different world than just a few years ago. Hotels.com quickly updated its Captain Obvious commercials last spring, previously featuring its mascot aboard a crowded airplane, to show support for social distancing and staying at home, and then again a few months later with a more lighthearted reference to Covid-19’s impact. Visit Las Vegas also started its #OnlyYou ad campaign in March of 2020 and has updated its message several times as well, encouraging visitors to wear masks and practice social distancing once the city’s reopened.

You can find links to both of their ads here:

These commercials have to strike a delicate balance between brand promotion, encouraging visitors to take precautions and showing solidarity with tourists who aren’t yet ready to travel.

Other travel companies are working to change their marketing approach altogether and find creative new ways to brand themselves in a post-pandemic world. Expedia, for instance, has relied on audio branding in the past, such as its Sound Travels ad campaign in 2018, and has more recently started its “Work From Here” campaign, replacing its more traditional vacation outings with packages meant for remote workers looking for a change in scenery.

It could still take a while before things get back to normal. The International Air Transport Association estimates that, even with a vaccine, air travel might not reach 2019 levels again until 2024, while the demand for hotels could take as long as 2023 to recover. And when it does, there’s a lot of uncertainty about what normal’s going to look like. But even while we’re all still stuck waiting inside, marketing and audio branding can help keep the tourist industry emotionally engaged with its customers, and all the more ready to recover and help make the world go round again.

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, Travel Tagged With: advertising, audio branding, commercials, COVID-19, expedia, hotels.com, las vegas, marketing, sonic branding, sonic logo, tourism, tourist boards, travel, travel companies

Interview with Hamburg/Berlin Based Sound Agency, WESOUND – Dr. Cornelius Ringe & Lars Ohlendorf – Part 1

January 20, 2021 by Jodi Krangle

In this interview, I am joined by two guests who are taking the audio branding world by storm. Dr. Cornelius Ringe and Lars Ohlendorf are partners in the company, WESOUND and Dr. Ringe is the founder of the Audio Branding Academy. We dive into so many great aspects of audio branding in this interview and it’s great to have another perspective on where audio branding is going from here.

We discuss:

  • What life looks like in Hamburg, Germany and how they’re both dealing with COVID lockdowns
  • The shift to home office work with audio
  • Musicians’ takes on working from home and doing streaming concerts
  • Experiencing online performances and speeches 
  • Adjusting to the lack of audience interaction
  • Zoom’s impact on musical sound
  • How Zoom has upped their game when it comes to sound
  • WESOUND and where it came from
  • Audio branding’s role in the creation of WESOUND
  • The difference between Audio Branding Society and the Audio Branding Academy
  • The growth of audio branding 
  • Breaking down the difference between sound and audio branding 
  • Europe’s role in audio branding
  • NBC’s accidental audio branding in the very beginning 
  • Radio’s initial sounds and where they came from
  • Advertising and how everything’s transitioned over the years
  • How we are wired to pay attention to sound
  • Finding the right methods and approaches to creating the right sound
  • Audio branding isn’t all about science
  • Methodology changes from client to client when creating audio branding 
  • If science does play a role, it’s probably more about psychology than anything else
  • The importance of design over finding the right calculations 
  • Ongoing work on the brand
  • Different companies’ take on the importance of audio branding for their company

If you would like to find out more information, you can do so here:

www.wesound.de

And you can find out more information about the Audio Branding Academy and their awards here: https://www.international-sound-awards.com/ 

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 Academy, Audio Branding Society, COVID-19, methodology, online performances, sound, sound design, streaming concerts, WESOUND

Interview with L.A.-Based Music Composer, Chris Wirsig – Part 1

December 30, 2020 by Jodi Krangle

In this interview, I had the joy of talking with Chris Wirsig, a classically training pianist and saxophone player. He’s been able to take his classically trained skills and spend the last 20 years in music production and composition for games, film and TV. He has a love for darker sounding music and his productions can be heard on things such as the Top Ten iPad game, “Alien Tribe 2”, multiple award-winning short films and the comedy feature film “39 And A Half,” as well as numerous TV shows on ABC, E!, MTV, Fox Sports – just to name a few. In addition to writing music for different productions, he’s started a few different bands and does song writing on the side.

I was so impressed with his background in both the creative and business end of things and his take on how music influences us has made for a very interesting conversation!  I’m looking forward to sharing this with you.

We talk about:

  • How Chris is dealing with COVID and what’s happening in California (he’s based in L.A.)
  • His background and how he got into music
  • His love for music and all the instruments he plays
  • How he found a love for writing melancholy and dark music
  • Why Chris likes writing darker music
  • Chris’s love for fictional scary things versus being scared in real life
  • How he goes about writing the music for each movie depending on the information he has
  • Some of his favorite ways to compose music for a movie
  • The way Chris’s music affects the emotion in a movie
  • Chris’s most recent experience with writing music for a movie set in Africa and adding in cultural elements
  • Chris’s upcoming production featuring his music
  • The use of major and minor chords in his productions
  • Using both major and minor chords in a piece of music, even if it’s a minor piece of music

Want to contact Chris or find out more information?

Website: www.chriswirsig.com
Music library: www.counter-communications.com
Social Media:

www.facebook.com/ChrisWirsigMusic
www.instagram.com/chriswirsig
Music:

https://open.spotify.com/artist/2CFVqb5EoEm8rqxeTVUJMj?si=AlKBqcbbS52kEL3jwCVWwA
https://music.apple.com/artist/chris-wirsig/865686973
https://www.youtube.com/channel/UCjGmOruNRmxf2VAj6LPL3vw

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: Music Tagged With: COVID-19, cultural elements, dark music, instruments, major chords, minor chords, music production, musical production for movies

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 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

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