Audio Branding

“I know, like, Apple Music is offering that, so you don’t have to have anything but a pair of headphones in order to listen to most music. And it’s even possible on some computers. I know, like, Apple MacBook Pros, if you just play through the speakers in the computer, it’s astonishing. It gives it, it’s got DSP built in that, just, basically, it sounds like the mix is all around you. So, yeah. So that, wow, and none of those things are possible with, um, you know, the classic, you know, surround formats, which is one of the reasons I think that Atmos is going to probably, um, you know, catch on a lot more, more readily than those did.” -- Jeff Bohnhoff This episode’s guest is a musician, audio engineer, and producer. He’s been performing and recording with Maya, his musical partner and wife, for over forty years, and he’s produced more than twenty albums for various artists. His name is Jeff Bohnhoff, and this week’s discussion about the power of sound and music, the changes in recording from analog to digital, and his thoughts about the future of audio with the rise of Dolby Atmos, make for a fascinating discussion. If you’re an audio engineer or just interested in where audio tech is taking us, this discussion’s bound to be inspirational!As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:00) – Early Memories of Musical InfluenceThe conversation starts off with a look back at Jeff’s memories of sound, from the toy record player of his childhood to the rock albums of his teenage years. “I remember just kind of lying there,” he says, “and wishing to myself, ‘Man, I wish I could create something like that.’" He tells us about receiving his first guitar, and how, despite a rough start, it led to bigger and better things. “I wasn’t any good,” he recalls, “I was terrible. But I was stubborn, and then I saved up some money and bought a better guitar, and it just kind of went from there.” (0:04:41) – A Musician’s Early CareerWe talk about his first band and the chance meeting that led to both his second band and meeting his future wife, Maya. “We were doing a lot of cover songs,” Jeff tells us. “We were playing like Led Zeppelin, Deep Purple, Rush, stuff like that.” He explains how MIDI controllers had just begun to shake up the music industry around that same time, and how they sparked his fascination with early electronic music and digital audio’s ability to create true one-person performances. “I was doing electronic music,” he says, “but I wasn’t really doing what you would think of as electronic music. I was trying to recreate the...

“I was, like, on tour, I spent twenty hours driving all over Ohio, talking to different places. And I work from home, so I don’t drive a ton. And now I was, and I was listening to all these podcasts, and I was amazed how many times I had to ride the volume knob because somebody would be talking, and then somebody would come in and they’re much, a much lower volume. And then normally, even in a quiet room, you might be able to get away with that, but not when there’s now noise from the tires and the atmosphere. And I was just like, wow, there’s a lot of really bad audio out there. And there are tools, there’s Auphonic, there’s all sorts of things you can do to make things level. And that’s the other one besides the whole reverb room and the dog barking and things like that. Some of the stuff you can’t avoid, kids are not really... A three-year-old doesn’t care that daddy’s recording a podcast, but you can still try to bribe them with cookies or something to be quiet while you’re recording.” -- Dave Jackson This episode is the second half of my conversation with pioneering podcast host, consultant, and School of Podcasting founder Dave Jackson, as we talk about building and growing your podcast, why now may be the best time in years to start a podcast, and Dave’s podcasting tips for beginners.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(0:00:00) – Podcasting Fundamentals and EvolutionWe begin the second half of our discussion with Dave’s strategies for growing a podcast, and, most importantly, figuring out why it exists. “Is it to position myself as an expert?” he asks. “Is it part of a marketing plan of my company? Is it cheap therapy, which it is at times? You know, I just want to get the word out. I’m creative and I want to do my art man, you know that kind of thing. So you’ve got all those reasons.” Dave also shares the lessons we can learn from celebrity podcasts, the perils of what he calls "room-verb", and how AI is continuing to transform the industry. “By the time we’re done with this interview, there’ll be yet another piece of AI where you upload your audio and it’ll make a newsletter for you. It’ll transcribe it, it’ll do your laundry. It slices, dices, and makes Julienne fries.” (0:13:05) - Microphone Upgrades and Audio QualityDave talks about his podcasting hardware and software tips, and about striking the right balance between recording the best sound at the moment vs. editing it in post-production. We also talk about how having the right microphone can be its own confidence booster. “Sometimes it’s not so much that you know your...

“And I hit play on it, and I hear ‘Hello, Dave, this is Michael Van Lahr from Nuremberg, Germany.’ I’m in the basement of my brother’s house. This is where I started. And that, which goes back to, it doesn’t matter. Just, just start. And my brother goes ‘Did he say Nuremberg, Germany?’ And I go ‘Yeah.’ And we just sat there for the longest time, just, ‘Hello, Dave. Hello, Dave.’ I’m like, and I was just like, wow, there’s somebody, I’m in the middle of Mogadore, Ohio – everyone together, ‘Where?’ Yeah, exactly. It’s me and the cows. And there’s some guy on the other side of the planet that found my stuff.” -- Dave Jackson This week’s guest has been helping people understand technology for over twenty years as a trainer and consultant. He launched the School of Podcasting in 2005 and was inducted into the Podcasting Hall of Fame in 2018. He’s also the author of Profit From Your Podcast: Proven Strategies to Turn Listeners into a Livelihood, and has launched over thirty podcasts with four million downloads.His name is Dave Jackson, and if you want to learn more about what it takes to have a compelling podcast that lasts – and I’m always interested in learning about that myself – this is the place to be. Dave’s also a musician with a unique perspective on where podcasting has been and where it’s going, and he’s pretty outspoken, so you won’t want to miss out on what he has to say.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:00) – Passion for Sound and PodcastingWe start the conversation with Dave’s early memories of sound, his start as a musician, and how tinnitus has changed both his life and his relationship with sound. “When it comes to sound,” he says, “I’m, like, I hate silence because it makes my ear-ringing, just, you know, kick into gear.” He tells us about how a surprise career change led to him to Libsyn and podcasting. “I was, like,” he explains, “if I wanted to, if I have to stand up and say ‘this is the place where you host your media,’ I’m, like, where would I go? And at the time, I was like, you know what? Libsyn. So that’s why I chose them.” (0:10:43) - Improvising and Rolling With Technology GlitchesThe topic turns to the lessons Dave learned as a musician about improvising and rolling with the performance punches, and how they’ve helped him grow as a podcaster. “That’s one of the things that I think podcasters don’t do enough of,” he says, “just play, like, as a musician. You spend hours in the basement, just, wood-shedden’ is what they call it.” We discuss the art of what...

“I think sound has this ability. We talked about meaning, we talked about engagement, we talked about flexibility, versatility... but I feel like people are used to visual communication. They understand that there’s logo, animation and everything is like the sign, the bottom of the page, et cetera. I feel like you add this extra layer of surprise as well, that it’s quite interesting.” -- Valentin Fleur This episode is the second half of my conversation with marketing expert, sonic branding strategist, and Sixième Son managing director Valentin Fleur as we talk about the future of sonic branding, creating a stronger visual brand through sound, and what goes into a sonic logo.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) – The Digital Future of Sonic BrandingAs the second half of our conversation starts, we talk about the rise, fall, and possible return of Meta, how AI-generated content is shaking up the creative sector, and where it all might lead. “If I had to make this comparison,” Val says, “what I like about it is it’s very well controlled, so you have defined the ingredients and the flavors, so it’s easier.” We also discuss the evolution of augmented reality as well as virtual reality, and the prospect of sonic branding in a virtual environment. (0:06:04) - Enhancing Brand Identity Through SoundOur conversation turns to the question of whether audio marketing can be manipulative, and how sonic branding can help create a genuine connection by conveying emotional subtext and layers to a message. Val tells us about an Ipsos study in 2020 that showed an eight-fold performance increase for ads with a sonic logo, and we discuss how he gains insight into a company’s brand from a variety of perspectives. “You know, some people will have worked for, like, oh, ‘I just arrived,” he explains. “That’s great, like, we want to hear your perspective because you are fresh in the organization.” (0:14:12) - Creative Process in Developing Sonic BrandsVal goes on to describe how he helps a company find and create a connection with their sonic logo, considering a range of factors such as industry, market saturation, and feedback from a diverse listening committee. “That’s what the market is looking for,” he says, “a little bit more engagement, a little bit more performance, and to make sure that they can make the most of their communication investment.” We talk about his work with companies like TD and Arant Express on building a sonic brand ecosystem, and Val offers his answer to the big question: why does sound...

“I think, right now, I’ve noticed kind of two opposite trends. I don’t know if they’re opposite, but they’re very, very different. On one hand, I feel like my clients, my clients, they want to talk to their audiences for a longer period of time. They want to engage in a more conversational way. So, you know, they want to find the proper tone. We’re talking about a vocal identity. We’re talking about, they want to explain what they stand for. They want to detail their offers.” -- Valentin Fleur This episode’s guest has fifteen years of experience when it comes to driving innovative brand marketing strategies and communication campaigns. Before joining Sixième Son he was a Group Account Director for Havas Paris and worked on such high-profile accounts as Mercedes-Benz and Parc Astérix. He partnered with Sixième Son for a retail brand before opening Sixième Son’s office in Canada and supervising their strategy efforts for both the North American and European markets. He manages brands all across the Americas, such as Royal Bank of Canada, Interac, Orient Express, and United HealthCare.His name is Valentin Fleur, and with his extensive knowledge of audio branding, he’s the perfect person to talk to about the current state of audio advertising, where he feels the industry can innovate, and what might be coming in the future. So stay tuned!As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:00) – The Power of Sound in AdvertisingThe episode starts with Val’s earliest memories of sound, from the sounds of nature in the Alps to Jimi Hendrix and the Cure on the radio, and how his creativity drew him both to advertising and exploring the power of sound in branding and behavior. “It’s funny how sound moves us in so many different ways,” he explains. “When I think about sound and when I explain what I’m doing, I tend to say that music is pure emotion and it can manage to connect you on so many different levels.” (0:15:11) - Sonic Brand Evolution and TrendsWe also talk about sound in advertising and how important it is to build on a core brand when it comes to sound branding. Val shares the insights he gained from his work on State Farm’s famous audio brand, and how he uses voice archetypes to guide his brand creation process. “It was this very interesting approach to sound,” he says, “and I knew from talking about the way sound affects us and gets to us, that sound was an important component to brand messaging and brand expression.” (0:20:09) - Impact of Music on Shopping BehaviorThe conversation turns to the...

“Why not brand the sound so people know that they’re with a certain bank? Why not make it a little bit more ‘here’s your money’, which is a little bit more successful sounding, versus ‘don’t forget your card,’ which could be a little bit more alarming sounding. But you don’t want a bank to sound like a perfect human being. You don’t want an ATM to sound like a perfect human being saying ‘Hey, Jodi, you forgot your ATM card,’ you know.” -- Laurence Minsky This episode’s the second half of my discussion with author, branding expert, and media marketing professor Laurence Minsky, as we talk about the role of human voice in a world of AI, how companies can stand out in an audio-first world, and the prospect of an audio-driven, screenless future.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) - The Importance of Sound in CommunicationThe second half of our conversation starts as Laurence talks about the growth of audio-first devices and how much more convenient sound can be for consumers. “It’s getting easier and easier to put sound into everything,” as he puts it. We also talk about the increasingly blurry line between human and AI voices, and what role each might play as AI continues to evolve. “Your ears will pick up that something’s not right,” Laurence says. “So maybe in some situations that might be okay, but probably not for most connections and communications that need and want some humanity involved.” (0:09:24) - The Common Misconceptions of Audio BrandingWe also discuss the different techniques employed by visual branding, and how audio branding is starting to catch up. “You know,” Laurence explains about both visual and sonic logos, “What kind of font are we picking? What kind of color? The same kind of consideration should go into an audio brand.” The topic also turns to the prospect of a world where most of our devices are run by sound rather than by sight. “People get more comfortable with sound and talking to their computer,” he says, “as opposed to typing at their computer and Talking to their phone, not to a friend on the phone. I think that’s one of the few things we don’t do on our phone these days is actually talk.” (0:20:06) - Voice and Audio Branding Impact“How do you stand out,” Laurence asks, “when all you’re being, all you have, is sound, when you’re just being heard, that’s it. There’s no visual at all.... that’s part of what audio branding helps solve.” He explains the value of sonic branding in our increasingly audio-first world and the opportunities it offers to companies with a

“I was just looking at a LinkedIn post. And they’re talking about branding and strategy, and everything in there was visual. There was nothing about sound, nothing about texture, nothing about taste. And it all goes together in the brand and brand perception. But sound is so strong compared to sight. It directs. It helps direct sight. It helps interpret what you’re seeing.” -- Laurence Minsky This week’s guest is a professor of advertising and social media marketing at Columbia College Chicago. His unique perspective, shaped by his early exposure to diverse music and a family deeply rooted in advertising, has fueled his success in the industry, and in our interview, he retraces his journey from being a music enthusiast to a respected advertiser, sharing captivating stories of his early interactions with sound and music. He’s an advertising, branding, and marketing consultant for many of the world’s leading brands, and the co-author of numerous best-selling marketing books, including a personal favorite of mine, Audio Branding: Using Sound to Build Your Brand.His name is Laurence Minsky, and this is a conversation I’ve looked forward to sharing for a long time. If you’re interested in the power of sound, there’s a lot of great information in store.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) – Embracing the Power of SoundWe begin the episode with a look back at Laurence’s early memories of sound and his dad’s love of classic rock. “He took me to as a really, really young kid to Led Zeppelin,” Laurence recalls, “where I was, like, in the tenth-row center, so there was the stereo sound you’d hear” He also shares his first foray into audio branding, and how he discovered his enthusiasm for sound. “I was a psych major,” he says, “and I wanted to combine my interest in psychology, my interest in not just music but, you know, media and my interest in writing into one career. And advertising was it, since I knew about it.” (0:11:27) - The Importance of Sound in BrandingWe also discuss the power of branding, and how negative brand awareness can even overcome our firsthand impressions. “I read some research,” Laurence says, “about a large brand and pizza and, you know, in a blind taste test it scored off the charts. But then, when they put the company name on the pizza, it scored below the floor, you know, as if it was awful.” The conversation turns to the unique power sound has over visual marketing to shape a brand. “What is the definition of the brand?” he asks. “How does it get defined? What does it look like? That’s really more...

“Because it’s very difficult to be different and distinctive and you kind of need both of them in this modern advertising world because everything’s so fragmented. Um, people are not just sitting down at the TV at a certain time or listening to the radio together. You know, it’s a much more solo experience than it was when we were growing up. And I think lots of people aren’t seeing the same stuff or hearing the same stuff. And so therefore it’s very difficult for brands to make an impact.” -- Josh Butt This week’s episode is the second half of my conversation with award-winning content creator, sonic branding expert, and Ampel co-founder and Chief Production Officer, Josh Butt as we talk about the shifting podcast marketing landscape, the rise of audio AI and its impact on the industry, and which famous sonic logo still triggers a Pavlovian cue in Josh’s brain even decades later.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) - The Importance of Sound in MarketingThe second half of our discussion starts with some of the most famous sonic brands of the decade, some of which have reinvented themselves while others found a tried-and-true sound. “They spent a lot of money and time and efforts,” he says about HBO’s distinctive melody, “to figure out if they should change it and the answer was no, and bravo, because, they didn’t need to change it.” We talk about the increasingly crowded podcast market, with advertising expected to double within the next two years. “Everyone wants a podcast,” Josh says. “Everyone wants an ad, Everyone wants a sound.” (0:20:29) - Evolution of Sonic BrandsWe also discuss the breakthrough in AI over the past year, particularly in sound and music, and what it means for both brands and content creators. “Well, we’re gonna hear a lot about AI voices and AI music,” he says, “and I think you know we should jump on that.” Josh also tells us about the dangers AI music might pose, from creator livelihoods to a homogeneous sound that makes it more difficult to stand out. “They’ve got a big problem,” he explains, “because they’re gonna end up being very bland... it won’t be distinctive, it won’t be memorable, it won’t be hummable, it won’t be singable.” (0:23:56) - Branding and Advertising in Media LandscapeWe also talk about the power of sound to shape lifelong impressions and Pavlovian habits, whether it’s Intel’s unforgettable four-note logo or, in Josh’s case, EA Sports’ classic “It’s in the Game” motto. “You know it’s a game,” he says, “but the Pavlovian response that exists... it...

“Usually the thing I love about sound is how it answers the question within a very short period of time. You don’t have to listen for very long, right? If you hear a message twice, you go, ‘Oh, that must be their message.’ Turned up in two ads, you know, like it becomes a current. I mean, to me, it’s obvious pretty quickly.” -- Josh Butt This episode’s guest is the Chief Production Officer of Ampel and an award-winning content creator of podcasts, TV, audio ads, and video content with over 25 years of experience. With an ear for sonic logos, musical stings, and funny ads, his work makes audiences laugh, think and act.  He’s won a number of awards along the way and has previously worked at MediaCom, Storylab, ABC, and Triple M. A VCA and Monash Business school graduate, he’s a past participant of The Observership Program, a former lecturer at the Australian Film, Television, and Radio School, a former board member of Co-Curious / Curious Works, and he currently sits on the Create NSW Multi-Arts Board.His name is Josh Butt and if you’re interested in learning more about the correlation between sound and memory, where humor fits into advertising, and how companies can make the best impact with curated sound, stay tuned because you’re going to want to hear what he has to say!As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:00) - From Music to AdvertisingWe start off with a look back at Josh’s early memories of sound, which, in his case, turns out to be the infamous “your door is ajar” car alert from the ‘80s. “It was a cool car,” he recalls. “I mean, sorry, it wasn’t a very cool car, but it had a great sound. That’s probably the first sound that I can think of.” Josh tells us about the importance of being adaptable in the Australian market, and how it led to him taking on a range of audio roles. “I had a business degree,” he says, “and so falling into the producer line sort of became my thing because I could communicate with all the creative people.” (0:07:14) - Analog vs Digital Media and Sonic BrandingJosh also tells us about his early work with analog tape vs. digital audio, which one he prefers, and how his early days in podcasting led him into audio marketing. “Sonic branding has really been a focus of mine,” he explains, “as well as making radio ads and podcast ads that are for the audience.” We talk about some of the famous brands he’s worked with and the enduring impact a sonic brand can make.  “They’ll be reaping the rewards from this,” he says about the famous McDonald’s jingle, “for twenty years because what...

“I see in your videos and I hear your, a lot of your episodes and I could tell right away, Jodi, you do have fun. You laugh, you’re laughing right now, you’re smiling. I mean, you’re obviously having fun. And I obviously don’t want to be on a podcast with somebody that has a very straight face and has a monotone voice and is not laughing. I think it depends on what the topic is. Oh yeah, definitely.” -- Bruce Chamoff Have you considered starting a podcast but are unsure of what direction to take? Tune into the second half of my conversation with World Podcast Network CEO Bruce Chamoff where we touch on various aspects of podcasting, from reasons to start one to the importance of content creation and audio quality to social media management. We’ll help you understand how a podcast can help you monetize, establish yourself as an expert or influencer, or just provide a platform to express your passions.We also discuss the technical side of podcasting, particularly the need for good audio quality and how it can affect your listener’s experience. Bruce and I explore the podcasting equipment marketplace and how to enhance sound quality in less-than-ideal environments. We also discuss the role of social media management in building an online presence and its challenges. So whether you’re looking to start a podcast or already have one, this episode is packed with useful advice and insights to help you succeed in the podcasting realm. Listen in as we help navigate the exciting world of podcasting!As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) - Reasons to Have a PodcastThe second half of our conversation starts with Bruce’s advice on keeping podcasts lively and the listeners engaged. “I hear the episode,” he says, “and the podcaster is very, very dreary, right, Very, very monotone. They don’t have that joy, they don’t laugh and, yeah, I can see why people think that podcasts are boring.” He also tells us about his first music podcast and how its lessons helped inspire him to create the World Podcast Network. “But now just running the podcast network,” he explains, “it’s just more. It’s it’s more of a purpose for me to actually educate people in podcasting.” (0:07:52) - Content Creation and Podcast MarketplaceBruce also tells us about his experiences as a musician with Spotify, and how the online era has transformed what it means to be a recording artist. “First of all,” he tells us, “albums supposedly are not like, they’re coming back, but they’re not as active as they were like in the ’70s and ’80s, because Spotify changed the entire game with that.”

“You wanna know the hobbies, they’re part of the psychographics. That’s the lifestyle. And I say this all the time: you’re not going to make any money if you’re a football podcast and you’re marketing yourself to baseball fans. And I say this. You’ve I got people coming to me saying, you know, ‘I have a sports podcast, but I’m not making any money. Why am I not?’ Well, what sports are you talking about?” -- Bruce Chamoff This episode’s guest is a web developer, musician, marketing visionary, and the CEO of the successful World Podcast Network. His passion for music started at the tender age of six, and his journey since has been nothing short of inspirational. He’s also a pioneering podcaster, having started his podcast network to promote both his own music and local musicians from Long Island, New York.Podcasting has seen a remarkable evolution over the years and he’s been a consistent part of it, adapting and thriving amidst the changes. He shared how the pandemic led to an explosion of new shows on his network, pushing it close to a thousand. With the ever-increasing number of social media platforms, streaming services, and podcast hosting sites, the competition is fierce, but he’s undeterred. He emphasizes the importance of targeted marketing, and understanding your audienceHis name is Bruce Chamoff, and he has a lot of advice to share, whether you’re a podcaster, a musician, or just looking for better ways to get your message out into the world.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) - Musician’s JourneyAs the episode starts, Bruce talks about his earliest experiences with music and how they helped shape his career in sound. “I’m a songwriter and musician,” he says, “so I played piano starting at six years old and used to airplay the piano to Elton John songs... the music just moved me enough to want to be a musician and write music,” We talk about the birth of podcasting and how Bruce’s longtime dream of being a DJ and sharing the music he loved with others, found new life as a podcaster. “That desire stayed with me for years,” he explains, “and then, when podcasting came out in 2005, I decided ‘let me build a network and include as many podcasts as I can’ – and that’s how it was born.” (0:05:42) - Podcasting Success and Industry ChangesWe also talk about podcasting before and after the pandemic, and how the shift to virtual meetings and working from home helped podcasting explode into the mainstream. “Before the pandemic,” he notes, “the podcast network had only about 200 shows. Now we’re almost close to...

“But you don’t know how that user is going to do it. Are they going to somersault through the entire level? Are they going to climb up a wall and jump down? And are they going to just sit in a corner for a while and then walk three steps and then sit in a corner for a while? You don’t know if somebody is going to, how somebody is going to play. And that’s the beauty. And that’s the draw of video games and the interactivity of it.” -- Chris Hegstrom This episode’s the second half of my conversation with sound designer, creative director, and Insomniac Games audio manager Chris Hegstrom as we talk about how far video game sound designs have come since Space Invaders, how the pioneering soundscape of Burnout Paradise helped reshape everyday UX design, and what the next breakthrough in gaming audio might bring. As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) - Game Design and Sound Integration ComplexityOur discussion continues as we talk about the advantages of video gaming’s early one-man operations, and how the industry’s grown to rival Hollywood post-production fidelity. “In video games,” he says, “we essentially have that fidelity now, and it’s interactive, which means you set up the parameters so that the user can mix it while they’re playing.“ He also talks about the trends going forward when it comes to video-game sound, and what he thinks might prove a bigger hit than 3D sound. “I think the next trend is going to be a lot more maybe CPU based,” he explains, “or a lot more based on really kind of amping up the interactivity to the point where you as the audio designer are actually really impacting the interactivity of the user or what the user’s experience might be within a game.” (0:20:16) - Audio Design and UX in GamingChris also tells us about his sound work on the classic PS3 game Burnout Paradise, and the science behind the heart-pounding, and groundbreaking, ambient effects. “The response that I got from a user,” he recalls, “was, you know, like, ‘I don’t know what you guys did to the music, but man, like every time I was chaining a burnout, my palms were sweaty!’ And I said, ‘That’s it.’” We also talk about how such dynamic audio techniques are showing up in everyday apps and UX designs, and the pressure for video game consoles to keep pushing the envelope when it comes to sound. “You know,” Chris explains, “every generation of console that you release and every title that you release has to utilize these, you know, these crazy features even more and more vigorously and more...

“I didn’t realize it at the time, but that was my first introduction into user experience, right? Like a UX or user experience. It’s exactly that. It’s like I could put a microphone out in a storm and then all I get is like, you know, wind distortion and then the gain dipping every time there’s a thunderclap or something, you know, and it just sounds completely, you know, just different levels of noise and it’s not exciting. It’s not interesting at all.” -- Chris Hegstrom This episode’s guest has had a rewarding and winding journey through the UX sound industry. After a ten-year break to work in product sound, he’s returned to video-game audio. Or was the decade of video game audio before that the exception? Only time will tell. Either way, he’s been creating and presenting audio communication for brands, experiences, products, intellectual properties, and other forms of media for over twenty-five years. A music synthesis major at Berklee College of Music, he got his start doing live sound for Blue Man Group, transitioned to audio for interactive media during the dot-com bubble, and eventually found his way into Triple-A video games by 2001.For the next eleven years, he designed sound and audio systems for games such as Lord of the Rings: The Two Towers, Star Wars: Episode 3, Burnout Paradise, God of War 3, and Kinect Adventures. In 2012, he found himself at Microsoft on the incubation team for HoloLens, where he worked on audio experiences and systems that would solve perceptual issues as well as immerse and entertain users. He then transitioned onto the UX team and worked on the sound palate for the HoloLens OS.In 2015, he left Microsoft to start his own company, Symmetry Audio, delivering product and experience audio for Google, Unity, HBO, and Technicolor as well as a number of smaller, local Seattle clients.   Amazon offered him a job as Senior UX Sound Designer in 2017, and he worked there for the Devices and Services group, creating sounds for Fire TV, Alexa, and numerous product endeavors across the company. In 2020, he worked exclusively on Amazon Glow, creating the sound palate and overall audio vision for the product before it was eventually shelved at the end of 2022.He’s currently the Audio Manager at Insomniac Games, overseeing a team of internal and external sound designers on Wolverine. He hopes to inject some of his UX audio knowledge and process into the games industry by helping his team build connections and solve problems with audio.His name is Chris Hegstrom, and he has plenty to share when it comes to solving problems with audio. As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the

“We had an up and coming musician here last week who, he’s being followed around by a Netflix documentary team, but, like, he knows that, like, every day he has to post something, you know, and he was talking about starting a podcast, because it’s another form of content. And I think it's just like one of the easier ways to, like, look into your daily life and make those things interesting.” -- Rob Puzzitiello This episode is the second half of my discussion with podcaster, filmmaker, and Mackie marketing director Rob Puzzitiello, as we talk about how streaming content has virtually done away with albums as we know them, and what it takes to make a name for yourself in the age of TikTok.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes.  If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) - Impact of Podcasting in Post-Pandemic EraThe second half of our conversation begins with a look at the changes the audio industry’s seen since the pandemic, and how it’s led to more podcasting, more streaming, and a bigger focus on building your own media empire than ever before. Rob tells us about an up-and-coming musician he worked with just recently: “He knows that, like, every day he has to post something, you know, and he was talking about starting a podcast, because it’s another form of content.” We also talk about how Spotify, TikTok, and the new focus on singles over albums have completely changed how bands release music in the 21st century. “There’s, like, a whole structure,” Rob says, “to how you make a single go the furthest now, and, like, it’s just completely changed. And yeah, it’s changed our industry, fortunately.” (0:16:37) - Passion for Content Creation on TwitchAs our conversation comes to a close, Rob tells us what he’s working on next, from updates to Mackie’s digital mixer to his return to audio content creation. “There’s a significant period of time where I stopped for a while,” he says, “and how I missed, you know, developed enough of a, you know, taste of missing it that I wanted to get back into it.” He also tells how we can find him online, and about his hands-on approach to testing new equipment on such platforms as YouTube and TikTok: “Periodically, you’ll see me on there, just, you know, attempting to destroy gear.”  Episode SummaryHow the post-pandemic social media landscape has transformed the music industry.Rob’s return to content creation and where you can find him online. Connect with the GuestWebsite: https://mackie.com/Introducing the DLZ Creator Mixer: https://www.youtube.com/watch?v=JjpkxNst28wConnect with Rob Puzzitiello on LinkedIn: a...

“What we did with this product was, we’re trying to give people the benefit of using a mixer without necessarily having to be like the audio professional who went to school. Like, I hear all the time, anytime I meet someone they’re like, ‘Oh, the first board I ever used was a Mackie,’ and, like, we all learned on it. I, you know, we have them in my classrooms.” -- Rob Puzzitiello This episode’s guest is a creative self-starter who’s worked across podcasting, independent filmmaking, and the music industry. He began his career in 2009 as a livestream radio host, and today he’s the marketing director for the pro audio brand Mackie. He’s also leveraged his background in content to help launch the DLZ Creator, a digital mixer that adapts to a user’s level of experience to produce professional results faster than ever. His name is Rob Puzzitiello and you’ll definitely want to hear his thoughts on the trends and future of podcasting, audio tech, and about sound in general.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes.  If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) - Sound’s Influence in the Audio IndustryAs the episode starts, we talk about Rob’s earliest experiences with sound, which, in his case, involve his very first iPod and the seemingly endless musical possibilities it opened up for him. “My iPod,” he tells us, “you know, I filled it with music, and that was definitely... the catalyst for me becoming interested in music.” Rob also tells us about his journey from pioneering podcaster to Mackie’s marketing director, and how he’s adapting to new streaming audio markets like Twitch. “I overthought about, like, how should I market myself,” he says, “like should I do this, and I was like, ‘I’m just going to do what I want that day because that’s what I did ten years ago and it worked.’" (0:13:09) - Mackie DLZ Creator Digital MixerRob talks about the early challenges of audio mixing back when it was mostly hardware, and how the digital age revolutionized professional studios. “Now we have this board that does everything our $50,000 plus studio had,” he says, “and it’s something that is sitting on my desk.” He tells us about Mackie’s DLZ Creator Digital Mixer, and how, as the podcasting and audio enthusiast market’s grown, the demand for simpler, more intuitive audio technology’s grown alongside it. “What we did with this product,” Rob explains, “was, we’re trying to give people the benefit of using a mixer without necessarily having to be like the audio professional who went to school.” (0:18:49) - Creating the Best Podcasting Mixer“We weren’t the first ones to make a dedicated podcasting mixer,” Rob continues, “but we were going to make them as the mixer brand, and we were, like, we are going to make the best possible one that we can make.” We discuss the benefits of handling your own sound editing versus an outside editor and how he’s working to make

“Yeah, there’s a real opportunity here. I mean there’s a trend here in the conversation that we talk about the nostalgia and these spots that keep coming back. There’s equity in that. There’s, I mean, the giant equity. Even in a seasonal piece of music. It really is the subjects that we talk about in for what it boils down to this consistency and persistency. And even if you’re you know, Colleen, you’re 100% right, you know they have to be ready for this, they have to be ready to roll this out to all their touch points and it also has to be their brand. But I mean, think of the immense power that it’s going to wield year after year when it’s implemented consistently.” -- Adam Pleiman This episode is the second half of my Audio Branding for the Holidays discussion with sonic strategist and author Jeanna Isham, creative director and Grammy-nominated engineer Adam Pleiman, author and creative executive Colleen Fahey, and Soundwise sound strategist John Sanfilippo, as we discuss the changing habits of online consumers, the unique power of audio to tap into holiday nostalgia, and the value of authenticity as machine-generated content becomes the norm in marketing.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) - Music and Branding for HolidaysAs the second half of our discussion starts, we talk about music in advertising, particularly during the holiday season. “I like Colleen’s idea of bringing being a little more worldly,” John says, “and bringing new compositions into the mix. I think we’re due for some new melodies just in the whole Christmas soundscape.” We discuss the impact of music on consumer behavior, referencing the well-known study of playing French music in a wine store to boost sales of French wine, and how the interactive nature of sound on such social media platforms like TikTok can help music marketing go viral. “I would love to see some of these really fun TikTokers that did these creative things with Home Depot,” Jeanna adds. “I’d love to see them come up with something more clever than Jingle Bells.” (0:08:55) - Sonic Branding’s Power of Emotional ConnectionWe also examine the power of nostalgia and consistency in sonic branding and discuss the impact of using familiar songs and jingles in commercials. “I mean, there’s a trend here in the conversation that we talk about the nostalgia and these spots that keep coming back,” Adam notes. “There’s equity in that. There’s, I mean, there’s giant equity, even in a seasonal piece of music.” We also touch on the missed opportunity for brands to use their sonic identity to stand out and...

“I was just thinking that humans generally like things that are new, but not that new, and you probably have the familiar tune. And then if you hear something clever, I think the biggest danger is cheesiness. But if you have something clever and, as Adam says, anchored in the brand, if it’s a tongue-in-cheek brand and it’s a tongue-in-cheek lyric, that’ll work and maybe it adds freshness rather than clutter.” -- Colleen Fahey Recently, I had a conversation in a LinkedIn Audio Event with four very knowledgeable and talented audio branding experts about what companies can do to make the most of their audio brand over the holiday season. My panelists were Jeanna Isham, a sonic strategist, author, and audio branding thought leader with Dreamr Productions; Adam Pleiman, Creative Director and Grammy-nominated engineer with PLAY Audio Agency; Colleen Fahey, author and US Managing Director of Sixième Son; and John Sanfilippo, a veteran producer and sound strategist with his company, SoundWise.All four had a lot to say about this subject, and we discussed what companies should have done before the holidays, what trends they were seeing in the area of audio branding, and what they thought companies could do with their audio branding to prepare for the new year. We exchanged ideas on moving beyond traditional holiday songs and instead harnessing a brand’s unique sound to make a distinct impression. It was a fascinating discussion and I think you’ll get a lot from it.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:00) - Audio Branding for the HolidaysWe start off the topic of audio branding for the holidays with our panel of experts sharing their insights on striking the balance between familiar and novel holiday marketing. “They say that all the best ads happen at Christmas time,” Colleen notes, “but they run for the shortest amount of time because then they get cut down when Christmas is over.” We talk about some of the most memorable marketing twists on holiday advertising, from M&M ads to Frank Sinatra parodies, and what makes them stand out from the branding crowd. “I think that if you can find the heart of your actual brand persona and personify that into the holidays,” Jeanna says, “without going the cookie cutter, generic way, you will stand out and you’ll be a relief from what other people are listening to.” (0:16:10) - Sound and Music in AdvertisingThe group continues to explore the power of sound and music during the holiday season, and how less can be more when it comes to making a holiday impression. “It’s very like positive, subliminal

“I do believe in independent voices getting heard and elevated throughout the world, and I don’t feel that there’s a lot of mediums anymore where we have that opportunity. But podcasting, to me, is the ultimate solution right now for getting a voice heard and elevated throughout the world, that it can really change somebody’s life. I’ve had stories from listeners. I have a lot of friends that have stories from listeners that are all around the world focused on something really specific, saying this is the one thing I’ve been searching for, couldn’t find it anywhere except for your podcast. That type of thing, I believe, is what makes the world a better place. And sure, pat on the back for Alex or whatever you want to say, but, like I, am devoted to serving the world in that way.” -- Alex Sanfilippo This episode’s the second half of my conversation with veteran podcaster, PodPros founder, and entrepreneur Alex Sanfilippo as we talk about what to do and not to do when starting a podcast, the latest developments on PodPros and Alex’s series of podcasting apps, and both the risks and opportunities that podcasting’s explosion into the mainstream offers for creators.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes.  If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) - Podcasting Tips and Problem SolvingAs the second half of our discussion begins, we talk about handling an overabundance of content, and how we both happened upon the solution of devoting two episodes to a guest.“But every word he said was gold,” he recalls about one early guest on his show, “like, what do I do? Right, broken into two episodes. So, Jodi, I love that you do it: that’s a pro-level hack right there.” We also talk about our early podcasting days and how tricky it can be finding the right topic and your most authentic voice as a podcaster. “I know all of us have to develop our voice,” Alex says. “I think you can really only discover it by using it often, or at least that’s probably the fastest way to discover where you’re at.” (0:06:46) - Podcast Solutions and Industry GrowthOur conversation turns to Alex’s Podcasting Made Simple show and the reasoning behind his Podmatch and Podscore apps for podcasters. “The whole idea,” he explains, “is can we help them make the whole process less stressful and more organized through some project manager software that doesn’t take time to learn, something really easy, specifically for releasing episodes, and we help them get more reviews.” He talks about his belief in the power of podcasting to connect and help people all over the world, and about the mission that drives him as both a podcaster and app designer: “that’s really my whole mission behind it, it’s just: can we continue to make this thing possible for podcasters?” (0:11:13) - Impact of Podcasting and Changing TrendsWe also talk about how podcasting has broken into the mainstream and...

“Usually my podcast, I’d say, I probably say eight months of the year, it has no advertisement at all. But that way, when I do place it in, it’s on every single episode, and it’s there just for a short time to really pique someone’s interest, cause they’re like ‘This is different. What is this?’"“Yeah, that’s a really good option. Yeah, I like the dynamic insertion at the very beginning too, because people are that’s when they’re you’ve got them hooked. They’re there to listen, so you may as well. Yeah, that’s a really good option.” -- Alex Sanfilippo This episode’s guest is an entrepreneur as well as the CEO and founder of PodPros, a podcasting software company. He’s also the host of the top-rated podcast Podcasting Made Simple and is a leading educator when it comes to podcasting.  His name is Alex Sanfilippo, and his ground-breaking business ventures have shaped the world of podcasting in a big way. If you’re looking to make more out of your podcast while also retaining your sanity, Alex has a few tricks up his sleeve that’ll help.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes.  If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) - A Journey Into PodcastingAs the episode starts, we talk about how a sore throat forced Alex to postpone his first appearance on the show, and how Audio Branding just recently crossed its 200th episode milestone. “I can just tell you off the head,” he says, “because I just looked at these numbers. So, at the time of recording this, you have just under a 6% chance of making it to 200 episodes.” Alex also tells us about the hearing difficulties he suffered as a child and the surprising chiropractic treatment that helped him recover. We talk about children’s audio dramas like Adventures in Odyssey, and how they captured his imagination in a way that TV shows never quite managed. “But whenever it was audio only,” he says,” I would create the visions myself and I think that a lot of my creativity is owed to those moments.” (0:05:15) - Podcasting and Software for PodcastersAlex tells us about his first encounter with podcasting, and how skeptical he was that anyone would just listen to a voice recording on a computer. “That’ll never work,” he remembers saying. He quickly changed his mind, though, as he began to listen for himself: “From that moment on,” he tells us, “I was like, ‘I love this, I hope it never goes away.’" We talk about how he began researching software and equipment during his early days of podcasting straight from his car, and the importance of not only having the right message but using the right words to express that message. “A picture is worth a thousand words,” Alex says, “and I always say, ‘but the right words are priceless.’ It’s just a matter of discovering those right words, and when you discover them, man is that powerful.” (0:14:08) - Podcasting and Advertising...

“Also, because nobody listened to these sounds, even the nurse that should be paying attention. They really, they got used to this kind of droning sensation.""You have to tune it out.""Yes, yes, and imagine the mental load to do that, to tune out these kinds of sounds, and, of course, imagine the poor people that are in the hospital as a patient as well." -- Andrea Cera This episode’s the second half of my discussion with sound designer and composer Andrea Cera as we talk about his trial-and-error work on creating electric vehicle soundscapes, how the pandemic changed his work and his view of sound, and the perils of being his own audio guinea pig.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes.  If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (0:00:01) - From Intrusive to Non-Intrusive SoundsAs the second half starts, Andrea tells us about the challenge of building an electric vehicle's interior soundscape from scratch. "You start to think," he says, "'Oh, okay, I'm doing this sound, and some poor person will have to listen to this sound every time he jumps in the car.'" We discuss the trial-and-error process he used to decide which sounds work best, and how quickly he became his own worst enemy. "So I started to design some of these," he tells us, "and I make the experiment to each day listen to this at least once. And after one week I wanted to kill the sound designer, which is myself." Andrea also delves deeper into how the brain processes sound and music, and why musical ringtones on phones might not be such a good idea after all. “If you,” he explains, “each time you have a call, you receive a melody, you have parts of your brain that have to recognize the melody, retrieve it from memory catalog. Okay, this is a melody, and this is all mental fatigue for nothing.” (0:11:47) - Impact of Remote Work on SoundOur discussion turns to the pandemic and how the shift to remote work impacted Andrea’s research. “The research on low-intrusiveness for me is from before,” he explains, “and the pandemic didn’t really create a particular interest in that. On the contrary, what I really discovered during the pandemic is the possibilities of remote work in audio.” We talk about how online tools have removed the need for most of the face-to-face work we both remember from our early career, and about how the increased stress and frustration after the pandemic stem in part from the sounds that we’re surrounded by. “I think that you know the phenomenon of road rage,” he says. “Probably a little bit of this could be really changed with a sonic atmosphere inside of the car [that’s] less aggressive, less stressing.” (0:20:17) - Impact of Sound on MovementAndrea goes on to tell us how he's working on larger, more ambitious programs to document sounds in hospitals and even city sounds. "Now we are on a project for studying how...