julian treasure

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Sound, listening and the future of radio www.thesoundagency.com

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Page 1: Julian Treasure

Sound, listening and the future of radio

www.thesoundagency.com

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sound affects!

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your amazing

ears

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Accidental and unpleasant

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unconscious

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Physiological

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Psychological

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Cognitive

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Open plan offices

productivity⬇66%

Banbury & Berry (1998)

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Behavioural

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Inappropriate retail soundscapes

sales⬇28%

Milliman, 1982

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SoundFlow™

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Everybrand

ismakingsound rightnow!

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Daily branded messages have increased by over

Over 3,000 in 1997

560 in 1971

source: Data Smog, David Shenk

400%

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Text

150 million

one million years

tens of billions

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crossmodal effects

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sight affects listening

Courtesy Prof Aarnt Maasø

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5KHz ➜ +15%

sound affects touch/taste

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sound affectsproduct

satisfaction

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super additivity

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V + S(c) ➜ +1107% 12x

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V + S(i) ➜ –86% 14%

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

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Sight Sound Smell Touch Taste

the opportunity

importance F500 spend Source: BRANDsense, Martin Lindstrom

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• 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™

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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

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generative sound: the Ambifier™

hypersonic speakers

surface transducers

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BAA|Glasgow Airport

Retail salesincreased by 3-10%

Target: reduce stress

Generative soundscape

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the instrument we all play

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voice v text

naturalsynchronous

richnuanced

interactivefast

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Musicrecognition + association = power

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fusion

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radio?

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trusted guide

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trusted guidebrandspersonalitiesrelationshipsaudience

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radio

relationship

means

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Text

Massive coverage

Low cost

Intimate emotional bond

Attention

Affective and effective

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send

receive

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DANGERwe are losingour listening

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www.cartoonstock.com

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connected?

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NIHL

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60%25%

Barker et al, 1980 Nichols & Lewis, 1954

listening

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making meaning from sound

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pattern recognition

differencing

filters

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culture

language

values

beliefs

attitudes

expectations

intentions

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“Most people never listen.”Ernest Hemingway

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1

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2

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3

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4 listening positions

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listening positions

active | passive

critical | empathetic

reductive | expansive

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reductive

expansive

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5leaders

teachers

spouses

parents

friends

R

A

S

A

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R

A

S

A

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Receive

Appreciate

Summarise

Ask

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Listen consciously!

Brands

• Optimise BrandSound™

• Consistency + accountability

Radio

• Leverage your expertise

• Be trusted guides

• Be champions for listening

• Redefine the word radio

To do

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trusted guides

in sound

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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