Yeosh Bendayan - Push Button Productions
Transcript of Yeosh Bendayan - Push Button Productions
WHATcan wedo for
you?
EVERYTHING AUDIO!
jingles
original music compositions
radio advertising
podcasts
WHATcan wedo for
you?
EVERYTHING AUDIO!
music searchingjingles
original music compositions
radio advertising
podcasts
WHATcan wedo for
you?
EVERYTHING AUDIO!
website audio
music searchingjingles
original music compositions
radio advertising
podcasts
WHATcan wedo for
you?
EVERYTHING AUDIO!
website audio
music searchingpodcasts
jingles
original music compositions
radio advertisingvoiceover/ISDN
who we are and what we’ve done
Alright Fellas, if you’re so good, show us your
work.
Who the heck are you guys
and why should welisten to ya?
whoweareAUDIOPHILE
S basedin Central Floridawho focus
on audio productionandMUSICdevelopment
nationalaward-winning
PRODUCERS
(dorks)
of
EXPERIENCEDwith
hundredsradio spotsmusical compositions
and jingles
Jon YEOSHfounders
jon [noun] a married up, new father; known to obsess over classic cars1. Most know him as “That Creep on Tinder/JSwipe”
2. AOL Instant Messenger handle ‘SexyKosherMcMuffin83’
yeosh [adverb]
the original jingle
Have you tried Wheaties?They're whole wheat with all of the bran.
Won't you try Wheaties?For wheat is the best food of man.
They’re crispy and crunchy the whole year through!The kiddies never tire of them and neither will you!
So just buy Wheaties.The best breakfast food in the land.
When Jingles Debuted...
saved WheatiesThe wheaties quartet
other companies began to create their own jingles
What We’ll Cover...
A brief history of audio branding
The science and mechanics
Examples of great audio branding
Audio Branding for all shapes and (budget) sizes
Why Audio Brand?It’s pretty hard to turn off ears
Music and Sound is a universal language understood by all humans
Why Audio Brand?Simply put, sound heightens the brain’s ability to recall information, and it forms positive associations within your brain that can impact thoughts and behaviors – just ask Pavlov’s dog.
What is Audio Branding?
The Long Version:Sound branding encompasses many tactics intended to convey organizational or product identity (who an organization is and what it stands for); enhance consumers' experience of a product or service; or extend an organization's relationship with its audience.
The Short Version:The use of sound to reinforce brand identity.
It’s also known as sound branding, music branding, sonic branding, acoustic branding or sonic mnemonics.
History of Audio BrandingAudio branding is very new...
...but it’s also very old.
Some of the oldest audio brands include:
Religions (ie- Church Bells)
Merchants / newspaper vendors.
The Science Behind the madness
Earworms - Involuntary Music Imagery
Neural Circuit Repetition
The overwhelming, and at times, helpless sensitivity of our brains to music
A short loop of recording tape that continuously stores a small amount of auditory information.
The Science Behind the madness
The helpless sensitivity of our brains to music
Sound triggers a wide range of emotions
What sounds are powerful?
coNSUMERS ::hEART:: SOUND
The Science Behind the madness
The helpless sensitivity of our brains to music
Sound triggers a wide range of emotions
What sounds are powerful?
Babies
coNSUMERS ::hEART:: SOUND
The Science Behind the madness
Do you feel the burn?
Make subtle changes, holiday edits, different instrumentation.
How can you extend it?
The more outlandish and creative, the shorter the shelf life
kEEPING IT fRESH
How to Incorporate Brand Audio
All of these elements are governed by the Brand’s Sound Guidelines
Brand VoiceBrand MusicAudio Logo
Product SoundExperiential Sound
Elements of an Audio Brand
Brand Audio Emergency Repair Kit
Step 1: Take a snapshot across multiple mediums
Step 2: Ask others to identify how it makes them feel
Step 3: Identify the easier elements to begin incorporating a new audio brand. On-hold, ring tones,
music in lobbies are all easy and low budget.
Criteria for effective audio branding:
1. Simple2. Distinctive
4. Flexible5. Congruent with visual brand
3. Memorable
Do’s: Don’ts:
1. Explain too much2. Mimic competitors
4. Write it for YOU5. Let amateurs do it
3. Play it totally safe
Effective Audio Branding
•Want a ‘pop song’
Dilemma
Case StudiesSanta Barbara
• Fresh young sound, targeting multiple demographics
Solution+Stripped down
Acoustic sound.
+Modern sound
with wide appeal.
•Replace Stale Stock Music
•Wanted ‘edge’ for surfers, and mass appeal for tourists.
•Represent company culture
Dilemma
Solution+Used stock track
as baseline
+Edgy Instruments and
Vocal
+SFX Elements
Case StudiesRon Jon Surf Shop
•Create a sound track to video
Dilemma
Case StudiesSapporo
• Modern music with Asian influence.
Solution+Dance beats with
Asian percussion
+Expanded on visual emotion /
drama.
• Tell a story through music
•Rebrand and unify message
•Keep it fun w/o being offensive
•Represent company culture
Dilemma
Solution+Developed custom score
+Create sound library
+New signature
voice
Case StudiesHuHot Mongolian Grill
•Grand Opening Announcement
•Make it memorable and brand specific
Dilemma
Solution+Developed sticky
characters
+Incorporated humor
Case StudiesTandy Leather Factory
•Push message about SpringCleanup
•Keep it fun w/o being offensive
Dilemma
Case StudiesAlaska Pet Services
Solution+Developed custom sing
+Kept it fun and
playful
+Pushed URL
Credit Union Radio Samples
Scenario+88% prefer some
kind of on-hold messaging
+16-20% will make
a purchase or a
Case StudiesKeep ‘em Happy On-Hold
Credit Union Radio Samples
Scenario+Was playing local Hot A/C Station
+Wanted something people
would talk about
Case StudiesKeep ‘em Happy On-Hold
Credit Union Radio Samples
Scenario+Was playing local Hot A/C Station
+Wanted something people
would talk about
Case StudiesKeep ‘em Happy On-Hold