julian treasure
DESCRIPTION
Lokalrundfunktage 2012TRANSCRIPT
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!
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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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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
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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
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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
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Musicrecognition + association = power
Branded Audio
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fusion
radio?
trusted guide
trusted guidebrandspersonalitiesrelationshipsaudience
radio
relationship
means
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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