Audio Branding

“If you’re a creator of sound, you’re in a blessed place, because you can not only communicate with somebody in that two-dimensional, ‘it sounds like this’ mode, but you also have the ability to touch their spirit. You have an ability to give them goosebumps. You have the ability to make them think differently about themselves, to question their belief system, right? Those things are powerful, and if we sit back and we defer them to a machine or a synthetic whatever, and we don’t pay the amount of respect for that, that very same society will rebel, and they will punk rock this.” – Myles WakehamThis week’s guest is a professional recording engineer, producer, and the owner of Troubled Clef Studios, located in San Miguel de Allende, Mexico. He’s originally from Australia, but at the age of twenty-five, he found himself unexpectedly living in Los Angeles, which turned into working in some of the largest and most legendary recording studios in Hollywood throughout the 1990s. After thirty years in technology, music, and recording in the United States, he and his wife left the US for Mexico and began a four-year project to build one of the world’s most prolific recording studios, based on the legendary AIR Studios Montserrat studio, which recorded many of the hits of the ‘80s.His name is Myles Wakeham, and he’ll be sharing what it takes to create a world-class studio environment, what challenges artists face in today’s world, and how AI is affecting what creators create. If you want to learn more about how sound is engineered to give you goosebumps, keep listening.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) – From Orchestral Kid to Punk RockOur conversation starts off as Myles shares the start of his audio journey, and the influence that his family’s musical background had on him growing up. “It was kind of weird because I grew up as a kid in orchestra,” he recalls. “I played with my friends and rode my bikes and all that stuff that kids do… but growing up as an orchestral kid, you’re always surrounded by music.” He talks about the early days of CB radios and self-built computers, and how moving from Australia to the US, and having to wait for his green card, left him with plenty of time to spare. “I went back to my music,” he tells us. “I mean, I’d been playing music all the time, but I transitioned away from orchestra and violin into punk rock and guitars and things…. so I ended up in [Los Angeles], and I ended up joining a band.”(13:18) – The Role of AI in MusicMyles talks about the family tragedy that took him back to Australia, and how much the sound industry had changed upon his return. “I was there for like three years,” he tells us. “I didn’t come back until about 1999, and by the time I came back, the music industry was a disaster. And one word: Napster.” We discuss how the internet, streaming audio, and now AI have transformed the industry, and what it takes for artists to cut through the digital noise. “You used to be special, right?” he says. “Used to have fans, used to have record deals, used to have all of that. And you’re not special anymore. You might sing like Barbra Streisand, but that doesn’t matter because some computer can do that.”(26:22) – Cultural Shifts in the Music IndustryAs the first half of our conversation wraps up, he shares his insights as a studio owner and producer on the reluctance of artists to trade in authentic musicians for AI sounds. “And the thing is,” he continues, “I think that 80% of the audience doesn’t [want that] either. They want to know that something came from a real-life human being who suffered and struggled to create it. And I think that that means something to people.” We discuss the impact that growing up with his family’s musical legacy has had on his daughter. “She’s now a choreographer,” he explains. “She travels all over the world and does dance choreography. We’ve got a very artistic family, and it does follow down the line.”Episode SummaryMyles shares how both punk rock and classical training shaped his early life.How AI is affecting music creation and the importance of human touch.The changes technology and streaming are bringing to the music industry.Tune in for next week’s episode as we talk about the lessons Myles learned from legendary producer George Martin about running a studio, how a break from audio brought him back into the industry just in time for the digital revolution, and his advice on building a fandom in the streaming era.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect 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 Strategyhttps://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

“And it’s also a progression, right, that you don’t know why that progression did it for you. Like, there is a moment in this one song by Manchester Orchestra where they hit this C [note], and I, the first time I listened to it, just ugly cried, and I had no idea what they were saying because I wasn’t listening. It’s this one note, and the way they hit it as like, a quote, like just as a unit, as a band, they come in together, and it just does something in me. And I recognize that I then hold the power to be able to do that when I create content.” – Matt BorckThis episode is the second half of my conversation with Partner, Chief Listening Officer, and co-founder of The One Group Agency, Matt Borck, as we discuss Matt’s experience with the healing power of music and his strategies for breaking through social media algorithms to reach listeners.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 MusicThe second half of our conversation starts as Matt shares his thoughts on the connection sound fosters between people, and how AI fits into his branding strategy. “People want to get to know the human behind the brands,” he explains. “They need to feel that moment. That’s why I encourage people [to] get the people that you’re working with to do the voiceover if they’re comfortable, and if they’re not, kind of choose somebody else that’s close to it as best as you can. And at this point in my life, AI would be the last resort.” We discuss his experience with the healing power of sound, and the backdrop it forms to our lives and memories. “People talk about having a soundtrack to their life,” Matt says. “They’re able to look back and go, oh, I remember, right. I remember exactly where I was when that song came on. I’m actually better at that than I am at remembering my own memories.”(14:30) – Authenticity in StorytellingMatt shares a clip from a travel tourism project in Bermuda, and we discuss the dangers of letting social media be a substitute for connecting with the audience. “That aspect,” he says, “I really feel is something that is disheartening. I feel like we’re not actually honoring the audiences. What we’re doing is just creating a whack load of slop and hoping that at one point somebody bites. But is our whole intent then of being on social just to sell?” We talk more about the role of social media and the algorithm in marketing, and the value of creating trust with the listener. “Being able to build that trust,” he explains, “what ends up happening is… they’re going to come back and become your greatest marketing, because they’re going to say it’s unbelievable. It was worth every penny.”(28:25) – Creating Genuine ConnectionsAs our conversation comes to a close, we talk about the challenge of reaching out to different listener demographics, not all of whom are on every social media network. “The way that I talk to my daughters is completely different than the way that I’ll talk to, say, somebody in their 60s,” he explains. “But yet at the same time, we might have a product that might work for both. It’s just going to completely fall flat with one, so which one are you willing to leave?” Matt tells listeners how they can get in touch, and shares his thoughts on the power of sound in our lives. “There are moments where I’ve walked into our living room and a song has come on,” he says, “and what it’s done in that moment has been very healing… It’s been there for me to feel. It’s been there for me to encourage emotions to come out. It’s been there for me with groups to celebrate. It’s been there for me to just sit in the silence of something. Like, there is so much that it has been there. And I think of going back to the movie that you love and putting it on mute, and I can’t imagine my life on mute. I just can’t.”Episode SummaryWe discuss how music helps listeners process their emotions.The importance of real voices in branding and marketing.Matt talks about the therapeutic aspects of music and sound.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect 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 Strategyhttps://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

“That’s sort of how we, like, when we started the agency, then we started with just the two of us, and my role alongside Jared was everything. We did everything. And then as we expanded and grew, like, we realized, actually, like, not only my partner at the agency, but I am the chief listening officer. It starts with listening, and everything flows from there. And I think that one thing that makes our agency unique is I’ve worked with every other agency, like when we worked as creators, and we were getting hired. So you see the uniqueness of, and I’ll actually even say too, like, the power of listening, and I think that’s something that, again, going back to what I say is, I can say that, like, Jodi, I see you, or I can say, Jodi, like, I see you. And there is a massive difference. And when we can take our brands, our business, or the people that we work with and say, like, I really see you, then we start creating content, including brand music.” – Matt BorckThis episode’s guest is a partner, Chief Listening Officer, and co-founder of The One Group Agency. Driven by a deep curiosity about human behavior, he believes that companies must put their audiences first, speaking with them rather than shouting at them. Using empathy and deep listening to find the human truths buried beneath standard data, he helps organizations transition marketing teams from basic internal request departments into true strategic business partners.His name is Matt Borck, and if you’re tired of chasing empty metrics and want to build genuine, profitable relationships, Matt’s perspective shows that it all starts with listening.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 Importance of ListeningOur conversation starts with Matt’s earliest memories of music, and how much the power of sound influenced him as a child. “As a kid,” he recalls, “I always felt music that’s just… even now, even as I say it, like, I get shivers. I. When I would hear something, I felt it, and I felt what my nervous system was doing.” He shares more about his journey from music to marketing, and how his role as the One Group Agency’s chief listening officer evolved. “Great listeners don’t say they’re great listeners,” he adds. “Usually people tell you you’re a great listener. But one of the things it taught me so much about is how to truly be present, how to make [and] save space, how to truly listen.”(13:18) – From Music to MarketingOur conversation turns to Matt’s approach to harnessing the emotional power of sound in branding to build a sense of trust with listeners. “That’s where I would get to know as best as I can and choose something that also doesn’t feel out of place with the content that we’ve created,” he explains, “but it makes you feel something. If I can instantly put you at ease, I believe that you’ll be prepared for the rest of what we’ve got.” We discuss his work on a new study that focuses on music, community, and culture, and how he reaches beyond his own perspective to connect with his audience. “If I’m sent something to review from the agency,” he explains, “and, all of a sudden, I review it, and it doesn’t do anything for me, that’s actually a good thing… It takes me a little bit more to get into because it’s not my natural style, but if I want to honor the target audience, I’ve got to get over myself.”(26:22) – AI and the Future of VoiceAs the first half of our discussion wraps up, Matt talks about his two daughters and the role of music in their lives, and he illustrates a point about AI’s uncanny perfection with a story about U2’s concerts after they went big. “They were trying to figure out a way to get that [early] connection back,” he says. “And so they staged things like little screw-ups in their set or like an amp breaking, where they had to replace an amp. But what it did was it made them human again.” We talk about AI’s role in sound and audio branding, and the subtle imperfections that help set human performances apart. “We can train [AI] to do things like that,” he explains, “but it’s not the same, where, even the breath that you took, like, there are different breathing patterns that we all do as human beings.”Episode SummaryMatt discusses how deep listening shapes marketing strategies.Matt explains his transition from musician to marketing expert.Discussion on the impact of AI in voiceover and sound branding.Tune in for next week’s episode as we continue discussing AI’s role in sonic branding, Matt’s latest musical and marketing projects, and his approach to building an authentic brand strategy.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect 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 Strategyhttps://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

“I would say they really need to not position themselves as a recording studio or a music studio, but to position themselves as a sonic branding agency and to understand that the first, most important part of the process is understanding the brand that you’re working with. If you’re coming into the industry as a freelance composer and that’s your approach, I’d suggest trying to work with a sonic branding agency at first to understand the process, then maybe venturing off and figuring it out by yourself. But we’re not a music studio. That’s a position I think is important to understand.” – Sami El-QuqaThis episode is the second half of my conversation with the CEO of MusicGrid, Sami El-Quqa, as we discuss how he works to incorporate visual and sonic elements into a unified marketing approach, the role that he sees AI playing in the industry as it starts to compete with licensed music, and which companies he believes can benefit most from an audio-focused brand strategy.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) – Positioning in Sonic BrandingAs our conversation continues, Sami tells us about his work with MENA-based airline Flyna, and how he created a unified sonic brand across every aspect of the customer experience. “It’s a lot more than just a sonic logo,” he says, “which is like that short piece of music, or a sonic DNA track, an extended brand anthem. We’re creating everything from the boarding music, and the boarding music changes depending on where the plane is flying.” We discuss his workshop approach to building a brand and the process of aligning an effective sonic strategy to the client’s brand image. “It’s important to try to remove yourself emotionally from how you’re reacting to the music,” Sami explains, “to sit back, to give it a few days. We always think it’s a good idea to let the music resonate for a little bit and then come back and really try to analyze if it fits the brand, if it fits the consumer or not.”(09:48) – AI’s Role in Sonic Branding We discuss his company’s work with the popular food app Jahez, and how the digital age has pushed sound to the forefront of branding. “They’re one of the biggest ones in Saudi Arabia,” he says, “and their most important touchpoint is when you order food on the actual app. More important than their visual branding on their social media or their television commercials, the most important consumer touchpoint is the app itself.” Our conversation turns to the increasing role of AI in the industry and how it’s making human content more valuable than ever. “Even if in X amount of years,” Sami suggests, “AI becomes the most common way to create music or to listen to music, I think there’s going to be even more value on a human presence… People want that human involvement as well.”(18:46) – The Power of Sound in BrandingOur discussion comes to a close as Sami offers his advice to musicians looking to start their career in sonic branding. “I would say they really need to not position themselves as a recording studio or a music studio,” he explains, “but to position themselves as a sonic branding agency and to really understand that the first, most important part of the process is actually understanding the brand that you’re working with.” We talk about how listeners can get in touch with him, and the foundational role sound plays in our lives. “When you come out and you’re a newborn,” he says, “I’m pretty sure you don’t really see very much. The first thing is, you hear. Even when you’re still in the womb, you don’t really see anything, but you can hear your mother’s laugh or other noises. So I think it’s just one of the most powerful [senses]. It’s incredibly powerful, sound, and it’s everywhere.”Episode SummarySami gives his insights on building a career in sonic branding.We discuss Sami’s thoughts on the impact of AI on the audio industry.Sami reflects on the emotional power of sound in branding.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect 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 Strategyhttps://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

“You know, the Dr. Pepper jingle, a year ago, there was that jingle. So I’m not going to make any claims that the jingle itself isn’t great. It’s a great jingle. And I do think if you analyze it, there are a lot of ways you can dissect it to actually properly represent Dr. Pepper. But I do think that the main reason it became so viral and people are still linking it to Dr. Pepper is the roll-out strategy, even though it wasn’t intentional. I believe she was an influencer or an Insta or a content creator on social media who recorded a song on her phone. And there was this whole thing. It went viral and they published it in the Super Bowl or whatever it is. But I really think it’s the roll-out that made it so big.” – Sami El-QuqaThis week’s guest is the founder and CEO of MusicGrid, a leading sonic branding agency serving brands across the GCC and wider MENA region. With over a decade of experience in the music industry, he blends creative expertise with strategic business insight to help organizations translate their brand identity into sound. A graduate of Berklee College of Music in Contemporary Music Composition and Production, he also holds a Master’s degree in International Business Management, specializing in music licensing and intellectual property in the digital age.He’s worked with over three hundred brands across government, financial, and commercial sectors, leading projects that position sound as a core driver of brand recognition and emotional connection, and he’s contributed to copyright legislation in Kuwait while regularly participating in regional industry events as a speaker and advisor, shaping the future of sonic branding in the Middle East.His name is Sami El-Quqa, and in this discussion, we’ll be discussing why sound is a brand’s most unavoidable tool. He’ll reveal how to cut through marketing noise, the psychology behind sounds we can’t forget, and the secrets to blending cultural heritage with modern tech. Whether you’re a CEO or a creator, you’ll learn how to stop being just ‘seen’ and finally start being heard.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) – Sami’s Early Memories of SoundAs our conversation starts, Sami shares an early memory of sound that helped spark his musical career. “There’s a TV channel that, during Ramadan, would play this jingle,” he recalls. “It was called the NBC Ramadan jingle. And I’d say that’s my earliest memory… of music that not just moved me, but music that I could attach to a specific calendar day on the year.” He tells us about his studies at Berklee and how he made the jump to music licensing, and how his father’s advice helped convince him to focus on sonic branding in the Middle East. “He said, ‘You know what, this is a market that doesn’t really have that. If you stay in the UK or if you go back to the US, it’s a saturated market. You may not be really filling a gap there,’” Sami recalls his father telling him. “There’s a need for culturally relevant Middle Eastern music or Saudi or Kuwaiti music, but there was nowhere to really find that.”(11:28) – The Secret to Creating Sonic IdentitiesSami tells us more about culturally authentic sonic branding in the MENA region vs the West, and his perspective as someone who’s been on both sides. “Even Hollywood movies,” he says, “sometimes for us here in this region, when we watch a clip of a Hollywood movie and they’re in the Sahara Desert, the music is often off. We call it Orientalist or Aladdinesque.” We talk about his early career in sound and how hiring an orchestra helped give a sonic brand launch an extra boost. “For the launch,” he explains, “they wanted something grand and prestigious. So we worked with an orchestra in Europe to record and film a launch film and a performance of that sonic identity…. people not only became more aware of the brand Trolley, but they are able to remember it more because of the launch film.”(20:16) – Blending Heritage with ModernityThe first half of our conversation comes to a close as Sami tells us more about the branding process and how it can change depending on the industry. “When we work in finance,” he says, “a lot of brands are looking to be digital first. That’s a big initiative when it comes to finance, because their most important touchpoint is their phone app.” We discuss how each campaign’s approach can depend on its region, and how the younger generation is increasingly blurring those geographical lines. “There’s a large cultural influence everywhere from North America, from England,” he explains, “so often [being] modern means being attractive to the younger generation who doesn’t only speak Arabic, but their second language is English, and they’re also influenced by Western culture.”Episode SummarySami shares his early memories of impactful music and jingles.The process of developing sonic identities through client workshops.Sami discusses how to merge cultural heritage with modern soundscapes.Tune in for next week’s episode as we discuss how Sami fused traditional and high-tech sound for the Kuwaiti Stock Exchange’s sonic logos, his approach to implementing an effective branding strategy, and the dramatic changes he’s seen in the audio industry just within the past seven years.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect 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 Strategyhttps://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