julian treasure

Sound, listening and the future of radio

www.thesoundagency.com

sound affects!

your amazing

ears

Accidental and unpleasant

unconscious

Physiological

Psychological

Cognitive

Open plan offices

productivity⬇66%

Banbury & Berry (1998)

Behavioural

Inappropriate retail soundscapes

sales⬇28%

Milliman, 1982

SoundFlow™

Everybrand

ismakingsound rightnow!

Text

Daily branded messages have increased by over

Over 3,000 in 1997

560 in 1971

source: Data Smog, David Shenk

400%

Text

150 million

one million years

tens of billions

crossmodal effects

sight affects listening

Courtesy Prof Aarnt Maasø

5KHz ➜ +15%

sound affects touch/taste

sound affectsproduct

satisfaction

super additivity

V + S(c) ➜ +1107% 12x

V + S(i) ➜ –86% 14%

83%Fortune 500 spend on visual communication - BRAND sense (Martin Lindstrom)

Sight Sound Smell Touch Taste

the opportunity

importance F500 spend Source: BRANDsense, Martin Lindstrom

• I see it

• I hear it

• I touch it

• I smell it

• I taste it

The ladder of intimacy

Sight Sound Smell Touch Taste

The gateways to the emotions

Conscious Nonconscious™

Soundscapes

Text

North, Hargreaves & McKendrick (1997)

French music days5F to 1G

French v German wines

Identical visual displays

Alternating days of French and German

music

German music days2G to 1F

Text

generative sound: the Ambifier™

hypersonic speakers

surface transducers

BAA|Glasgow Airport

Retail salesincreased by 3-10%

Target: reduce stress

Generative soundscape

Brand Voice Gender

AgeRegister and pitch

IntonationTimbre

Pace Emotional tone

AccentVocabulary

SlogansCatchphrasesText

the instrument we all play

voice v text

naturalsynchronous

richnuanced

interactivefast

Brand Musica cautionary tale

Text

Musicrecognition + association = power

Branded Audio

Text

fusion

radio?

trusted guide

trusted guidebrandspersonalitiesrelationshipsaudience

radio

relationship

means

Text

Massive coverage

Low cost

Intimate emotional bond

Attention

Affective and effective

send

receive

DANGERwe are losingour listening

www.cartoonstock.com

connected?

NIHL

60%25%

Barker et al, 1980 Nichols & Lewis, 1954

listening

making meaning from sound

pattern recognition

differencing

filters

culture

language

values

beliefs

attitudes

expectations

intentions

“Most people never listen.”Ernest Hemingway

1

2

3

4 listening positions

listening positions

active | passive

critical | empathetic

reductive | expansive

reductive

expansive

5leaders

teachers

spouses

parents

friends

R

A

S

A

R

A

S

A

Receive

Appreciate

Summarise

Ask

Listen consciously!

Brands

• Optimise BrandSound™

• Consistency + accountability

Radio

• Leverage your expertise

• Be trusted guides

• Be champions for listening

• Redefine the word radio

To do

trusted guides

in sound

a gift

Type to enter text

BrandSound™DVD

Julian Treasure

From sound guru Julian Treasure

sound that helps you feel right

TM

www.thesoundagency.com

keyword RUNDFUNK