Josh Butt And Darren Talk The Transformative Power And Magic Of Audio Branding

2022-10-18

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Josh Butt is the Founder and Executive Producer of Audio Content Agency Ampel. In this three part series of Managing Marketing, the team at Ampel take Trinity P3 Founder and CEO Darren Woolley on a journey through the state of sound. Audio on demand has had exceptional growth between 2014-2022 with the huge success of podcasts and radio station’s acceptance of audio on demand technology. Marketers have noticed -- and audio advertising, both radio and podcasts, have started to become a common part of the marketing mix. As Josh Butt and Darren Woolley discuss, audio advertising has been around for 100+ years, and jingles, audio logos and sonic identifiers have long been used to influence consumer behaviour. Everyone knows that a great song on the radio or a memorable jingle can trigger the brain to feel, remember and to transport us to a past memory. So why aren't brands leveraging this psychological trigger to build better connections and relationships with their customers?

In this introduction to a 3 part series focused on audio for brands, and the people who are tasked with growing them, Ampel founder and EP Josh Butt takes Darren on the journey of creating a great brand sound - from the audio logo, to the music and sound mnemonics.

Ampel creates the brand sound for Trinity P3, and extends it into the Managing Marketing podcast through an interactive demonstration. Along the way, Josh will share some favourite jingles, some audio work he wished he did, Sonic ID and sounds to surprise and delight.

With thanks to Josh Butt, Michelle Lomas, Stuart Buckland, Lauren Deighton, Tania Peres, Justin McArthur, Luke Sewell, Brittany Frappell and Sez O’Neill from Ampel

If you are interested in finding out more about what a professional audio channel can do for your company, visit ampel.com.au or email us at hearhere@ampel.com.au

Thanks to Melod.ie for their music. Recorded at King Sound Studio with thanks to Joe Lewis.

References:

Audio was first recorded via an oil lamp, a French inventor Edouard-Leon Scott de Martinville, who etched visual sound waves onto paper covered in soot and smoke from a burning oil lamp via a device called a phonautograph. https://www.classicfm.com/discover-music/latest/oldest-recordings/

1888 Arthur Sullivan - first etched music on phonograph This is the earliest recording of music known to exist. In 1888 a recording of Arthur Sullivan's song 'The Lost Chord' was etched onto a phonograph cylinder. https://www.youtube.com/watch?time_continue=12&v=Lv7i-gkSWn0&feature=emb_logo&ab_channel=d60944 Sullivan was quoted as saying: "I can only say that I am astonished and somewhat terrified…at the wonderful power you have developed, and terrified at the thought that so much hideous and bad music may be put on record forever."If only he knew what would come with radio advertising.

WEAF Radio New York was a radio station that AT&T’s only goal was, was to trade time for money - a radio phone booth that created the financial model for radio stations and the first thing broadcast was an ad. For a property development in Jackson Heights New York. Recreated on New York’s WEAF’s 30th anniversary - https://drive.google.com/file/d/1d6GIw7f_ZulARlfj8RcEcl-JRRaweAsM/view?usp=sharing

NBC Chimes 1933

First recording - Indigenous Corroboree 1901-1902

ABC Radio - 1943 Fanfare Recording

War of the Worlds

Older Radio Ads in Australia

Mojo

Toyota Forklift jingle

3AK Footy

Sonic Branding NPR / 20khz (HBO 2.0)

EA SPORTS

Streaming services

Netflix 2019