"Life is like the Star Wars movies. Some of it is great, some of it sucks, but you have no choice but to sit through all of it..." Comic Book Guy
Do I still watch The Simpsons? Yes? Am I grown man that also watches other cartoons? GET OUT OF MY ROOM!!!
Anyway, imagine how excited I was when, while perusing the internet, I happened upon this GQ post featuring the most epic commencement speech of this year (if not all time). Along with the entire Simpsons cast, Hank Azaria is a vocal force to be reckoned with! Just seeing how effortlessly he moves from one character to the other is pure mastery. The actor best known for his plethora of character voices on The Simpsons, treated the Tufts graduating class of 2016 to the sage wisdom of Moe the Bartender, Apu, Chief Wiggum and The Comic Book Guy. And it's everything. Enjoy.
According to Wikipedia, “sonic branding is the use of sound to reinforce brand identity. Sound branding is increasingly becoming a vehicle for conveying a memorable message to targeted consumers, taking advantage of the powerful memory sense of sound."
As we evolve into a society of mobile users who bank on earbuds and head phones to procure our information, it's no wonder that Doug Sterne, VP of Audio Development at Pandora, claims we "are in the midst of an audio renaissance."
In a recent article for Adweek, Sterne points out that radio broadcast advertising is a $17 billion dollar business and statistics show that radio is the second most powerful medium in the United States reaching 59 percent of the country’s population daily. According to Edison Research, consumers spend an average of four hours per day with audio.
Sterne goes on to say that "personalized platforms feature brands sonically in a one-to-one environment". A persistently logged-in user can be targeted at deep, granular levels, and personalized messages are served at a time most likely to resonate." You pretty quickly realize taking advantage of opportunities for audio advertising is something marketers can't overlook. Advertiser now have the capacity to send messages to consumers across multiple channels in a targeted way never before seen in the industry.
So what does this mean for you? Is should start the conversation. Ask yourself this...in all your media outlets, platforms, and consumer exposures; are you using sonic branding to it's full potential? If you aren't sure where to start, comment below or drop me a line. Let's collaborate on some epic sounds.
"An article published this week in Advertising Age speaks of the whispers heard in the marketplace, but are widely ignored."
During my time as a creative director, and faced with a challenge, I would frequently recite a mantra: "Something will happen, it always does."
The ever expanding creative landscape is not just evolving...it's going through a metamorphosis of epic proportions.
Who survives will not only adapt, but also understand the landscape and create fluid solutions. A solitary platform (i.e. YouTube) will not be used singularly. But how, when, where, and why is what Ad Age's article explores. What we know today will become an alternative solution in the future. The article takes a few shots (pun) at Kodak and digital photography. Which is a perfect example of adaptability, change, and perception.
Brad Jakeman, president of the global beverage group at PepsiCo, points out that, "As content and distribution platforms become more interdependent on each other, the concept of a media agency [and] a creative agency will once again merge," he said. "For a brand like Pepsi, it was once sufficient to produce four pieces of content a year - mainly TV - and we could spend about six to eight months developing that one piece of content and spend $1 million on each piece of film. Now, that four pieces has turned into 4,000; eight months has changed to eight days and eight hours; and budgets have not gone up. Maybe [we have to publish] so quickly and efficiently that it needs to be more of a content-publishing group that sits inside the company and augments the work done through [agencies]."
Mr. Jakeman also pointed out that, ..."The name "agency" is "really predicated on an old-fashioned idea [and] the agency of the future...would operate much more like the Hollywood studio model."
Wendy Clark, CEO of DDB, notes, "There's the age-old axiom that out of better, faster, cheaper, you can only have two.. Those days are over. The new model, in the next few years, will be to create great work at the speed of the marketplace at an efficient cost. To do so, creative agencies will adopt more technology, communications planning and media services. At the same time, media agencies will move to more content development."
Alexandra Bruell gives is a thorough understanding of the future landscape, but leaves us with more questions than answers as to how the industry is going to handle the change.
Only time will tell who will survive the evolution and who will go the way of the dinosaur. One thing we know for sure, something will happen...it always does.
Now You're Speaking My Language!
Have you ever wondered why we can remember lines from Saturday morning cartoons, but can't remember a damn thing from algebra class? Ya? Me neither, until read this Blog from Idea Rocket, a computer animation studio (and super neato client of mine), about how animation is a great way to leverage E-learning.
Because I have voiced so many E-Learning videos myself (Chipotle, Liberty Mutual, UPS, Tyson, BMW, Pitney Bowes, etc...), it was really cool to find out, that according to psychological studies.... yes they have conducted studies (Animation: Can It Facilitate, Animation, Incidental Learning, and Continuing Motivation), animation can facilitate learning... So that's why I can still recite lines from Family Guy!
Idea Rocket goes on to explain the advantages of animated videos saying they "are a natural fit for the E-Learning format," and lists the primary benefits. That's all well and good... I just like putting my voice to anything animated, especially if it includes a black Sharpie and a white board!
Check out IdeaRocket's Blog and then come back for a free audition! Or just an email to say "Hey". I like that too.
A Voice Over blog
Tips, Tricks and Insights for casting, producers, agents, managers, creatives, and talent in the voice over industry.
Must Read Articles!