English · Interviews

Interview With Karel Fialka

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Richard Rogers (RR): Tell us a bit about yourself Karel, your chart successes etc.

Karel Fialka (KF): Well I’m probably most known for the song Hey Matthew which was written about my son young Matthew and my thoughts about his obsession with TV and what TV showed and how kids interpreted what they were exposed to. Obviously things have changed dramatically now because what they were exposed to then and what they can be exposed to now since the advent of the Internet is so hugely different. Anybody of any age can now have access to stuff that, frankly, you could only find in the most discreet of private clubs.

Prior to that my better known chart success in Britain, at any rate, was with the song The Eyes Have It… and I’ve had some other success in Germany with the song Eat Drink Dance Relax, and in Holland way back in 1979 with my indie release of Armband on the Red Shift label.

RR: Was the Hey Matthew song a hit outside of the UK?

KF: Apparently it was a big hit in Ireland. I never found out about the Irish success untilafter it had been and gone … andfranklyit seems daft as a quick Aer Lingus flight over to Dublin to do a bit of promotion would have made a lot of sense if IRS had been on the ball. But IRS, the record company I was signed to then, was not particularly well-organized.

Neither of the major record companies I’ve been with in my career, IRS and Blueprint,  were particularly good in terms of certain kinds of structure and obviously not in the long term promotion of my career, or anybody else’s who was signed to them.  It is interesting to see how a real record company and also management can consolidate and prolong an artists’ career and aid the public perception of who and what the artist is and does. I had none of that from the companies I was with. I have also never had management. The only offer of management was from Miles Copeland who did suggest that he might be interested, but I said no because I thought there would be a conflict of interest as I was already signed to his companies both as a writer and artist.                                                     (bar 68)

RR: And was it a hit anywhere else?

KF: There was a lot of radio promotion and TV’s in Germany and France.

France was an interesting one. In those days, as far as records were concerned.. and I don’t know how it works now.. but back then you could be promoting a record for a whole year.  French record companies would expect this because of the size of the country and because everything was very regional. So regional TV and regional radio were very important and I did a lot of them.

I was with IRS Records who went through MCA in the UK and CBS in Europe and unfortunately their licensing deal ran out at a critical time in the promotion of Hey Matthew….so  very unfortunately, no more input from CBS in Europe, and the  upshot was lack of real success.

RR: For anybody on the Music2deal site looking for management would you say you regretted not having management over the years? Bar 118.

KF: Yes I would say so, definitely.I didn’t try to avoid management, that wasn’t the case at all but I never had management and I still don’t have management. I would say if you are an artist and want to have a career, that management is essential. Obviously bad management can totally screw you over, but good management is worth its weight in percentages, or gold, or pounds of flesh. Management is very important because they are the interface between you and the business, which means record companies, promoters, etc.. And no matter how they are criticized, record companies are very important if you want to have real success. You need to have the mechanisms and mechanics of a company to promote you across borders internationally, and the promotion side is most important because the general public have got to know about you and what you are doing, and of course they have got to be able to buy what you are selling, whatever that means…including your live gigs etc. Record companies, and let’s not beat around the bush, are a business and they are there to make money. In essence they are not there to promote, from my point of view, an artists career, per se.The promoting of the artists career is peripheral to the fact that it is beneficial to both parties i.e. that the record company is going to benefit from it too. But being a business, the record company prefers to do business with other people who are doing business i.e. the management. The record company would feel there is somebody else also looking to make money out of involvement with this artist, this band, whatever it might be; and also somebody who would have a more objective view of a decent career path for the artist.

Frankly if I was a record label, I don’t know if I would want to deal or do business directly…artists and musicians can be a funny lot!

RR: Did you get into music at a fairly older age in regards to the younger age that artists are starting off their careers with record companies nowadays? So what was happening in your early twenties? Were you involved in music or not?

KF: Throughout my teens I was involved in music. I was in London at the height of swinging London in the 60’s and through to the flower power thing. I was on the periphery, I was not one of the leading lights but I was at the heart of things. We used to go the UFO Club on Tottenham Court Road and see Pink Floyd, Soft Machine, The Crazy World of Arthur Brown, Tomorrow or Fleetwood Mac at The Electric Garden in Covent Garden. At that time I was at Film School and my Art School friends had a band. I was writing lyrics because I fancied myself as a poet and couldn’t play an instrument particularly well and still can’t, more enthusiasm than skill believe me. They had interest from Chris Stamp and Kit Lambert at Track Records, and Pete Townshend very kindly lent us his loft at the top end of Wardour Street where we went and strummed guitars and tried to write songs.

RR: Did you get a deal with the band?

KF: No they didn’t get a deal but they played a few gigs. They were called The Dreamland Express. The name came from a painting by Maxfield Parrish. The two main guys from the band later found a temporary shelter with Peter Jenner and Andrew King at Blackhill.

Then I spent many years in clothes and fashion in London and also hanging out in Ibiza having a good time. But always writing.  Sometime  in the mid 70’s, two friends of mine who knew I was so deeply into music suggested that I should really concentrate on it. One of those was Mike Smith who used to work for Martin Goldsmith, Harvey’s brother, who I’d known since his days with Bruce Findlay, who managed Simple Minds, in Edinburgh. Motorhead’s Lucas Fox was the other who told me to get my act together, and that’s when I started writing songs.

The other thing that happened was that at the same time I got liberated by the fact that punk had happened and as I’ve said before, I didn’t feel any longer that I needed a PhD to pick up guitar, or huge amounts of musical knowledge… and also I’d been exposed to the first easily available synthesizers, and a whole new world opened up…wow!

RR: For any of the artists on Music2deal looking for a deal what would you recommend is the best way to get a producer or a deal in the first place?

KF: I’ve no idea. I couldn’t even think. Get a manager.

I’ve pursued my own path single-mindedly you might say, but in retrospect I have to say that despite having my music tacked firmly to the electro mast I think it is beneficial to have guitars as part of your aural palette because at least 90% of all the music on radio is guitar driven. Also probably important are live drummers because they add a certain kind of energy to a track, which is also beneficial . So to reiterate.. guitars, drummers and management. It sounds like a T-shirt slogan doesn’t it.

RR: What are you currently working on?

KF: Well currently I’m over here in Gozo. I’ve been doing a project that came out of the blue which is quite interesting really, working with a couple of people I didn’t know…namely Music2deal’s Richard Rogers who is well known as a songwriter, producer and former major A&R man and the Scottish singer/songwriter Kevin McGowan. We initially had no real starting point apart from the invitation to come over. We discussed everything vaguely through skype and a couple of emails and the concept was basically to make the three of us work as a band with each person providing specific input and I wanted to focus on something rather just writing songs for the sake of it i.e. love songs or whatever it might be…so we used the working ethos of  protest songs. I feel that one way or another, protest songs have been sadly neglected and everyone’s been far too accepting of all the crap that’s happening in the world. And the CRAP really is happening now, it’s absolutely outrageous and we can’t avoid this and it’s very pernicious as well. As well as liberating us, the internet has made us the target of constant streams of disinformation and bile and hatred. One of the songs is called Political Animal…oddly enough my IRS album was called Human Animal. In theory the songs are political, i.e. protesting, and cover specific subjects…the baseness of so many politicians in Political Animal; religion in Synthetic Sin; ecology in White Gold in the Aral Sea; and the thin veneer of civilization in Scratch the Surface. The concept may be taken  further and become an E.P. or an album title… I hope so anyway…or whatever happens!

But it has been fun and very liberating.

RR: Do you have an all time music industry story?

KF: Er…no.

RR: If you had the chance of working with one artist dead or alive who would you choose?

KF: You are asking me on the wrong day. (laughs)

RR: Did you have a mentor when you first got into the music industry?

KF: Er, nope I don’t think so.

RR: What do you think is the single largest problem faced by the music industry today and how do you think it can be resolved?

KF: The music industry is still on the back foot from a lot of expensive poor judgement in signings and also an inability to adapt to the pace of rapid technological change. It did not keep up with events and was a little bit too self-satisfied, but that was the mood of the times in other fields too. I don’t think it’s caught up with what’s happened in the market and things and I really don’t know how they are going to resolve the situation but I don’t think it will ever be as big as it was.

Maybe it will have to look at capitalizing on a range of smaller cash cows.

Things are changing all the time.. for example vinyl has become popular again. I know it’s a niche market but sales of vinyl curiously enough have expanded hugely.

My pet theory is that from at least a decade ago, the industry should have been aiming at the mature market. Young people and kids as a rule of thumb don’t expect to buy music, they pretty much expect to get it for free or cherry pick the odd download here and there. Mature people, older people, firstly have the money to spend, which is great if you want to make money from music which is what the music business is there for. They also have the desire to spend it and they also like retaining or holding a physical artefact. I don’t think that the correct way to the mature market is by re-treading i.e. re-releasing old vinyl on CD or trying to keep the conventional blue chip oldie market. i.e. “Oh yeah they’re gonna buy the new Clapton CD because it is the new Clapton CD” or whatever. They should spend some time looking for what I and millions of others who still have “rock’n’roll” in our souls are looking for. I’m not interested in only looking for young bands because frankly I don’t believe in young bands being better because they’re young.

Personally I don’t necessarily want to just buy the new Eric Clapton album. I’m not saying I like it or dislike it but why should it be assumed that’s my natural constituency. So I would like to have new, interesting bands presented to me and those bands don’t have to be young. There are a lot of bands around with older musicians that are doing a lot of interesting stuff in different combinations but because of the set-in-place structures for marketing to youth, it’s a bit hard for them to be recognized or get exposure. In regards to the mature buyer that’s one place that I think the music industry has completely missed the boat.

 

RR: And they are the people with money.

KF: Yes they are the people with money and they are the people who want to possess an artefact so you are talking about the sales of a physical format like a CD or an LP or whatever plus the machinery on which to play it. Of course sales are one thing, and you’ve also got gigs and merchandising.

RR: Which gets me nicely onto the final question of whether you intend to do any live shows particularly if there any live promoters on Music2deal looking to promote you?

KF: Personally live shows are my favourite. I’m tired of being in the studio, I’ve been in the recording studio for so long. Political animal, human animal, studio animal. I’ve been a studio animal for so long. I’ve got a backlog of songs that are pretty good and robust songs, and I enjoy playing them. I found an easy and cost effective way of touring using, guess what?…me and a guitarist and a drummer! I live up in the Highlands of Scotland so the process of rehearsing a band up there and then having to cover transport and accommodation costs had to be made manageable. Sometimes I rehearse with people in London and then move on from there. Basically I feel that touring is where it is at and I’ve found a good way that satisfies me for touring and I really enjoy touring and playing live.

RR: Karel Fialka – thank you very much.

KF: No, thank you very much.

I should say that I checked out the Music2deal website and thought it offered a lot of potential, so I joined. If anyone out there wants to get in touch with me to pursue a project, performance or management

English · This & That

Mirage Of Deep – Northern Lights: New Album Review by Darren Pearson

Greetings from London M2D member & reader,

Something different here for us here, thoughts most welcomed.

One of the perks of being privileged to have a strong network of talent & creative people in my beloved world of Music, is that I’m fortunate to occasionally get insights to new releases/draft tracks  per invites from artists/labels  & DJ’s. This could be ahead of a formal label release-date (in this case released via the excellent Lemongrassmusic label in Germany) and sometimes, it’s simply from one creative music-soul to another for an informal ‘whaddaya think so far?’ view on their current work-in-progress.

This scenario & background is what led to the production of the following review. Nacho Ferrer (or the excellent soundscape-painter & artist known as ‘Mirage of Deep’) reached out to me a few months back for such a view as we have spoken about music on many occasions.

For myself, any such writing is pure-pleasure as a combination of words and music is one of my personal life-loves so Sara had the idea to also share this review via the M2D blog. We both felt that it could be interesting for our music-lover readers to gain some insights into this  reviewers ‘process’ for producing such work and of course, as an introduction to the review itself so, here I go, please read-on;

Typically, I’m an early riser for various reasons so I get into my creative-writing at that time of the day when the house ‘sleeps’ and I can work undisturbed with headphones on.

To kick-off, I can tell you that I do not in any way plan what I’m going to write, I simply freestyle at the key-board, write up-notes and then combine all into (what is I hope) is a pleasant & engaging narrative for music-lovers like myself who are just well, hmmm, shall we say ‘deeply into many facets of music & appreciation both as an art-form & life-pleasure’. That’s the best high-level view I feel but says it all & will be recognisable by many.., of that I’m sure dear reader & fellow Musik-Hed. J.

Typically, my notes are abstract, one or two words, the occasional rough paragraph so would likely mean absolutely nothing to anyone except myself but hey, it works for this guy. I always seek to capture a range of input in a review so that covers the following areas of interest but I don’t limit myself, whatever comes to mind as (big-point here) it’s gotta come from the heart to resonate;

  • For mix’s; a good selection of tracks (the back-bone.., crucial in a good mix & overall ‘journey’ for me)
  • Are there any ‘jarring-moments’ in a mix. This is when I feel that a track detracts from the overall ‘journey of the mix’ hence the above first & major-point for me.
  • How the music was ‘delivered’ to my ears, how it made me feel so, the emotions evoked if you will.
  • Does the mix carry me and take me on a journey in music?
  • Are any life & music memories evoked by ‘the sound’?
  • What was the emotional-impact on me? (But not overdone I hope dear reader! J ) It’s just all from the heart & I strongly-feel the need to flex my creative-writing a lot more at this point in my life (something I’m very happy about btw.
  • What were the stand-out points in the track or mix? e.g.  a special-moment via the use of a specific-instrument.

So as you can see, I simply listen with a pen & notebook at hand, music playing and freestyle scribe all these thoughts, then pull them together in a review via 2/3 drafts until it’s honed etc.

I hope you enjoy the review and I highly-recommend that the review is read whilst listing to the individual tracks to give it the fine-detail context that many music-lovers will understand, i.e. maximise the experience…

Please enjoy and any feedback most welcomed dear reader!

Peace!….and Musica….

Darren Emilio

Co-founder/Operations Director (and Musik Hed ;)

Arima Lounge Events & Mgmt.

 

avatars-000071753861-9iwrsh-cropListen to the album: https://soundcloud.com/mirage-of-deep

 

1 – Northern Lights – The opening…Mirage of Deep (MOD) has a real-talent for painting a soundscape straight from the start, a fine example right here. Nacho’s love of music vs. the human-soul was clear to me some time ago per our online chats & track-shares in music & social-media world. I’m a big flute-lover so this track is right up my street, superb blowing from Ramon Reviara. The Asian influence is plain to hear in this track & is something that I put to Nacho recently i.e. you have an uncanny ability to recreate such sounds & so much so, that I had initially thought that MOD were an Asian outfit when I first heard tracks. That is an admitted generalization but I think it demonstrates very well, just how much talent MOD has in this space. The beats coupled with the use of my beloved flute make this very much a thinking (or Zen as I say) track for these ears. The female-vocal/chant is the perfect accompaniment for the soundscape that MOD has created here, a majestic piece of work in its scope & breadth.

2 – Totality feat. David Phillips & Alvin Mutlu – …I’m back in Calcutta immediately with this…and purely because of this opening-sequence…thanking you Nacho. The words and narrative are areas that Nacho does well plus, (and highly-relevant), we have chatted on-line about our emotional (as well as physical, yes its true) reactions at times to music. We’ve spoken in a way that confirmed to me that there are many, many such music-lovers whom also have a deep affection & love of, ‘the sound’. The flute here is wonderful and the echo only adds to the aural-vision painted. This whole piece is just mystical in its ambition and breadth to me. A wonderful female vocal that fits perfectly & upon first hearing, this track could have been made by a musician of Asia descent to my ears & this is again something I have mentioned to Nacho. Suffice to say, I wasn’t surprised when he advised that told me that this was in-fact, a common piece of feedback/compliment. This is also why we feel that music is the only one true global language as it transcends all cultures, colours & creeds, the wonder of the sound and Nacho Ferrer has such very good aural ‘vision’. The wavering of the flute @ 5.15…I think even Nacho would agree with me that this track arguably may not have mass-appeal but that does not take any kudos away whatsoever from this piece. It feels most appropriate for this track to be in the company of the other tracks on this album. What an experience on the ears Nacho…wonderful….gracias amigo.

3 – Road of Life (Frontiers of Asia) – Love, love the opening sequence, this is one of those tracks that grabs the ears straight away & makes me curious for what‘s coming next. The use of the flute is sublime & blends so very well with the aural-soundscape ‘painted’ by MOD. Big kudos to the contribution from Jaume Pla Fraj playing the Bansuri here, excellent work. I find this a singular track and by that I mean, it reminds me of nothing I have heard before.., is unique & so stands out to this music-lover because of those attributes. The arrangement is excellent, the atmosphere superb and a bonus is that this is a track that I love to work to as it both soothes and inspires in a Zen-fashion & so aids my process, Zennnnnn..;). Oh & when the strings first commence & then fade into the main wall of sound…delicious, soul-soothing music here. Love the ending too, very well done Nacho.

4 – Hero’s (featuring Candela Ghelfi) – A great reworking of a classic Bowie track. I think this absolutely does justice to the original as well as enhance & showcase the song in a whole new-light. I love such reworking’s of classics so was pleasantly surprised to hear such a track from MOD as it was most unexpected but show’s good range & is a good idea. Saying this as this piece really adds a whole new dimension to this classic per the tempo, female-vocal & excellent guitar work. Although it’s a reworking, make no mistake, this is a very distinctive piece of work in its own right so should any first-time listener not familiar with the original (do such people exist!) then this is arguably the greatest homage that one artist can pay to another’s work. Short but very, VERY sweet, well done Nacho/MOD and Candela Ghelfi and a fantastic contribution from Victor Espluges on guitar.

5 – Restless Soul – The opening guitar oh…hypnotic & melodic, wonderful slow-build, a wonderful instrumental piece. The guitar work here is excellent & sounds so very well both against and with the soundscape painted by Nacho/MOD. I’m a big believer in a piece without a vocal being just as credible and powerful as one with, always have, always will. This piece makes that point very well in my humble view & I must confess I do love this track.

6 – Melodies of beyond (feat. Josephine Sweet – Sax! What a unique opening. This is a piece of music that ebbs & flows on the mind & soul. The use of synths and vocal is a perfect combination on this track, all elements work very, very well together. Very much enjoyed the change & complete stoppage of sound @4.30 and the bleed back-in of all, sax playing and then, the vocal drops…superb creativity to my ears & also slightly reminiscent of some Moby tracks at that very point but no poor imitations here. Love such creativity, not many can do this as well as Nacho/MOD has done here, well done. The ending is so crisp & clean too, I had such a wonderful early morning audio experience when I first listened to this at 5am in London with the birds singing their morning-chorus a while back. My ears love this track & they are singing MOD’s praises loud, great piece, a truly great piece of work from Nacho & Josephine Sweett.

7 – Divine Devotion (Interlude) – The opening sequence…oh my… I’m in another dimension with this & love the use of violin & double-bass. The combination of strings, synths and tone to create the soundscape here is just fantastic to me, “layering sounds on top of each other”* was never truer (*Little Fluffy Clouds – The Orb) This is an amazing piece of sound in my humble view, very well done MOD, well done!

8 – Vimana – This track just ‘grabs’ the ear straightaway if you’re a Lounger like myself. Any ‘pure-love-of-music in many forms’ Musik-Hed Readers will know exactly what I mean by this. I work whilst listening to such tracks all the time so this goes straight into my Zennnnnn-collection. Excellent use of the trumpet and, the Zita & Tempura combination is….superb Nacho. I hear waves crashing per the effect, there are so many subtle-sounds and element in-play here & all so very well blended. This is a fine example of a non-vocal track that stands in its own right.  i.e. any track, any genre does need a vocal to be superb, many music-lovers know this already thought of course but that point is I guess more for reader’s from other viewpoints than a simple & pure love of music., we are a culture within a culture I’ve found so must call it as I see & feel it at this point. A great & crucially for me, soul-moving track…a new immediate favourite in my collection from Mirage of Deep. Even more so with the use of Xylophone (RIP Gill Scott-Heron & Roy Ayers) In addition, I very much enjoyed the wind-down as much as the initial build in this track, a superb dismantling of the orchestra of sound that was just built plus, only then are there words, a just right female utterance with echo…ethereal..Mystical…all the above, nice.

9 – Hechizo de Luna – Always such interesting opening sequences with MOD’s work, Nacho’s work is wonderful to this Musik-Hed’s receivers & can instantly send’s me off to places & spaces in my minds-eye..so much of any such thinking is fuelled by MOD’s work, regular plays here etc.

10 – Petals of Tears – Another mystical opening…and the use of violin, string & piano is a very good combination here.

11 – I hear Dreams – The best opening for such a track that I have heard in a long-time, immediately moved & transported to places & spaces, Zen music for my mind and soul, THAT is what Nacho Ferrer does to me and for me. During chats with Nacho & despite any language barriers, with the tech around now, we speak well & always understand one another, always.

12 – Divine Interlude – Double bass wonderful and deep, always loved such string-work. The combination of violin and double-bass is wonderful instantly drags on your soul, this is how I felt listening to this Nacho/MOD.

13 – Cloudless Sky (Remix) – Again, love the opening-sequence, I can only use the same descriptive-terms used in track 11. I had ‘Blade-Runner’ moment listening to this; it’s majestic in its ambition, wonderful.

14 – Sudden Flight –  A dreamy track to end this cinematic presentation of sound-scapes, very fitting, it feels and sounds like an after-thought, a wind-down with beautiful strings & a almost classic female voice, the drums are very cinematic, this tracks works on that level in all respects.

© Darren Pearson @ Arima

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English · Tips

Can You Hear Your Brand?

Screen shot 2014-01-20 at 17.06.08

Article by Lars Deutsch
www.larsdeutsch.net

Audio Branding

Audio branding, also known as sound branding or sonic branding, is the use of sound to reinforce brand identity. Sound branding is increasingly becoming a vehicle for conveying a memorable message to consumers by taking advantage of the powerful memory sense of sound. The audio logo is one of the tools of audio branding. An audio logo is a short, distinctive melody or other sequence of sound, usually positioned at the beginning or end of a commercial. It can be understood as the acoustic equivalent of a visual logo. Often a combination of both types of logo is used to enforce the recognition of a brand. To understand why audio branding is so effective, the following is a little background about…

Your Incredible Ears

“Sound is a nutrient for the nervous system. Love your ears… they are much more important than you ever realized.” – Prof. Dr. Alfred Tomatis
Humans are hard-wired audio-visualists. We live by our visual sense so much these days that we both underestimate and undervalue our most potent and primal sense: the sense of sound. Hearing develops in a human fetus at just 12 weeks’ gestation. Long before we physically have ears, we hear our mother’s heartbeat through every cell. Hearing is the first sense we develop, and it is the last sense to dim when we die. We have no “deaf spot” because hearing is and always has been our primary warning sense, and because it is vital to our spatial awareness. We have no “ear lids” because even while we are dreaming our sense of hearing is
constantly scanning and analyzing the sounds around us. We discern a great deal about any space in just a second or two from its acoustics. Even with our eyes closed we can perceive walls and other solid objects from the tiniest sonic reflections. Hearing and space are intimately and permanently connected in a potent perceptive process.
Additionally, our auditory range is ten times greater than our visual range in terms of relative frequency. In terms of intensity, our aural range is 10,000 times greater than our visual range. Our ears process information in a special way – there is a reason why our ears are so powerful and we have no “ear lids”. Our ears control our eyes and serve to warn us of potential danger even if we are asleep. Ears are always “on” and gather far too much data for us to consciously comprehend. Most of that unfiltered data takes a “short cut” to reach the more primal parts of our brain and our emotional core. Content received through the eyes can be broken down and comprehended much more easily. And content received through the ears can “touch” you much more easily in its raw, unfiltered state.

For example: Visually, you can understand and appreciate a good presentation even if it utilizes colors that do not “match”. However, you may never completely understand or appreciate a good presentation in a space with terrible sound. The way your brain processes sound leads to…

Your Incredible Memory for Sound

Alzheimer’s patients can recall and sing songs long after they’ve stopped recognizing names and faces. There is growing evidence that listening to music can help stimulate seemingly lost memories and even help restore some cognitive function. There’s no single center for music in the mind. The brain appears to be wired throughout for the music since it engages a wide variety of functions including listening, language and movement. You cannot “delete” music unless the brain is completely gone. Listening to a song is like giving a small internal performance of that song and the brain is involved on many levels. This is why important information, such as the alphabet, is often taught to children by using songs. With this knowledge in mind, let’s move on to the…

Benefits of Audio Branding

Good sound is good business. Various companies have shown that at least one clear path to people’s hearts, minds and wallets is through their ears. Sound adds dimension; music adds emotion; melody creates memories. Practically speaking, silence is not an option. Either you create the context in which you communicate or the consumer will. Since each brand has an identity and each brand has something to say, it is vital that you use all the tools available to you to convey your message. Ignoring sound for the brand, film, animation, logo or on-line presence is equivalent to unplugging the cord connecting your story to your customers. Effective branding tells a story with sounds that reflect a product’s function. It also reflects the brand’s attitude. For example, an effective brand communication could be engineering the tone of a hairdryer so that the operating sound is pleasant. As part of your overall brand toolkit, sound can help shape a potential client’s perception of your brand. It can also potentially help you connect with the client on a deeper, more subconscious level. Sound is very effective on a subliminal level.

Companies that have not made a significant investment in audio branding are ignoring a tremendous marketing opportunity. Companies that establish their brands as media-rich experiences have a distinct advantage over their competitors. Not only does sound enhance brand, it adds a more compelling level of sensory
experience that keeps viewers “stuck” on a web site, or leads them to choose a particular product – such as a hairdryer with a pleasing sound. Audio branding can add meaning and emotionalize communication, which influences consumer judgment.

Retail environments, public places and physical spaces are increasingly more important in the relationship between consumers and brands. The higher-value opportunity for audio branding is not only in providing bleeps, blips and soundtracks for these experiences, but in the broader consultative role of experienced designer, director, producer, and curator for brand-based, audio-intensive experiences. It’s particularly important for international brands to use audio identifiers to overcome language barriers and create familiarity. Music is a very powerful tool for bringing people together and overcoming these barriers.

Who Needs Branding?

Branding is helpful for businesses and organizations that intend to actively interact with customers and have more than one place of contact. For example: A family owned Italian restaurant does not need audio branding. However, a chain of Italian restaurants will benefit from unified call-hold audio and an audio logo or sonic branding on the website. Another option is to brand with a unique selection of preexisting material, as opposed to original material. This is akin to creating a mixed–tape for the consumer experience. Such a model has been successfully used at Starbucks for example. From a sound consulting perspective, it is possible to fine-tune the sound experience at each individual restaurant, so that each feels like an oasis where the customer can enjoy a pleasant dining experience. More about audio consulting later…

Where Can I Brand? What Can I Brand?

Where?
In your shop, on your call-hold music, on-line, on TV, at trade shows, etc…

What can I brand?
ATMs, new media and devices with built-in audio delivery such as laptops, PDAs, phones, podcasts, audio books, etc… Additionally, sound can improve the user experience by making tasks easier and more enjoyable. Sound branding can be combined with other marketing tactics to convey organizational or
product identity, enhance the consumer experience of a product or service, or extend an organization’s relationship with its audience. The branded sound becomes the narrative underpinning the brand story. This includes the acoustic sound of your environment, even if there isn’t any music playing at all. The acoustic sound of a space is an important section of branding, which mainly works with shaping existing environments.
This is…

Sound Consulting

As many sounds lead to stress, sound consulting for most businesses is about lowering or controlling sound. The Robert Wood Johnson Foundation released a study report in June 2004 showing that improving building design and reducing noise in hospitals can help boost healing. The study also showed that loud paging systems and beeping medical devices interfere with workers’ satisfaction levels, reduce productivity and increase accidents. Almost any business can benefit from sound absorbers. What follows are three examples of how you can improve or even brand your business by having a carefully designed sound.

1. You own a stylish, upscale jazz club. Your customers come for a drink and to socialize. They enjoy the live jazz, but they are not a concert audience. From invisible sound absorbers, equalizer and compression settings for the band, to a volume related seating chart and knowing which customers have a higher tolerance to volumes, we can provide the information and tools to create a pleasant soundscape that embeds but does not interfere.

2. You run a large office with cubicles.
Did you know that loud, harsh noises, such as some ring tones, do the same to your concentration as a flashlight in the face? Your employees will be less effective and more exhausted if there is constant stress in their aural world. With custom designed ring tones, better placement of phones and other noise sources, sound absorbers and a “noise etiquette” policy, your employees will relax and be more productive.

3. Your meeting room.
The sound of the room where you meet with clients should be as crisp and clear as your presentations. You need a room that gently resonates with the speakers’ voices, but does not cloud what is said by reverberation.

How do I start?

A sound consulting analysis of your business environment generally leads to quick improvement of the sound of your business space through relatively inexpensive fixes. The core of audio branding is usually an audio logo. This is often combined with a soundscape – a landscape of sound. This material can and should be the core of all audio communication of the company. This is the new voice of your company. Branding that relies purely on sound design, as opposed to melody, is very limited. A short musical motif can be transformed into any genre of music and stay fresh over many years. If this motif is embedded in sound design you have the best of both worlds.

Examples of Effective Use of Sound

Bentley:
The sounds used inside the Bentley Continental GT reflect research about who drives a Bentley and how Bentley sees itself as a brand. Bentley is retaining the heritage of its brand through sound.

Zippo:
Zippo is a product that brands itself and comes closest to really owning a particular sound. The sound of a Zippo flipping open is an international, immediately identifiable sound. Whether intentional or purely by chance, the mechanism makes an unmistakable sound. French vs. German wine: In 1998, Adrian North, David Hargreaves and Jennifer McKendrick ran a test in a British wine shop to determine the role of background music in purchase decisions. For a number of days they played French and German music in the shop, alternating between the two. It was found that on French-music days, the French wine outsold the German wine by a ratio of four to one. On German-music days, German wine outsold the French by a ratio of three to one. The same team also discovered that customers are likely to tolerate longer wait times (both on the phone and in the real world), if and when the hold/background music is enjoyable and fits consumer expectations.

Alarms:
The military uses the voices of family members instead of alarm sounds in equipment, because we have become so accustomed to tuning out the sounds that are annoying or intrusive, yet will immediately tune into the voices of those we love. Sleeping in the car – audio branding in its most basic and effective form: The first sensory experience in life is of the sound and vibration of our mother’s heartbeat and blood circulation. This symphony of sound patterns is deeply embedded in the subconscious for the rest of our lives. Any noise that mimics to the white noise of our mother’s bloodstream helps us to relax, such as the sound of the ocean or a driving car. Babies can even fall asleep next to the roaring white noise of a hair dryer for exactly this reason.

Value and Pricing

Brand-based audio assets are financial assets that grow in value – particularly when deployed as part of a full sonic identity system. Audio assets build recognition, awareness and preference of and for a brand, all of which translates into revenue. The Intel or T – Mobile audio logos, for example, are priceless in their effect and will
continue to grow in value with familiarity. A good example of the value of good sound on a much smaller scale is your on-hold sound. It costs a lot of money to get people interested enough in your company to make that call. Your business relies on that customer’s impression of you and if his first contact is via your on-hold sound, that sound is vital. In this case, signal is more important than noise. Silence on-hold says nothing. Even worse, it can say that you don’t care. Revenue is lost whenever a customer hangs up – having the right music can ensure that your customer remains on-hold so that you can serve him. Retail stores incorporate music with a similar goal at their stores. Studies show that you can increase the length of a customer’s stay at a retail store by 28% by playing music that is less familiar to that particular store’s clientele, as opposed to music the customers may know. Brand is everything in business. It should be protected and maintained with every investment decision to ensure it is sought after and valued for years to come. Brands that utilize music and sound consistently in their marketing today will be the next generation of iconic brands and enjoy increased loyalty and brand awareness. If a visual logo is the face of a brand, an audio logo is its voice.

About Lars Deutsch

Lars is experienced in writing and producing music and sound that works. Before Lars worked exclusively under his own name, he wrote and produced music for branding and jingle houses. You can find a short video of his current branding work at his website: www.larsdeutsch.net. Apart from his prolific film work, he is also the producer of the audio level of Business Nap – a project that features psychoacoustic effects and music that harmonies the heart rate, breathing rhythm and brain frequencies of the listener. The eleven published modules deal with relaxation and recharging during the lunch break for the second half of the office day, fear of flying, jet lag and procrastination. Lars is an experienced classical composer with performances of his work at the prestigious Salzburg Festival. He has an MA in classical composition, and extensive experience as a lecturer. He has studied psychology and psychoacoustics and reads voraciously about perception and communication through music and sound. Lars is currently a producer at Built To Last Music: www.builttolastmusic.com. His branding production crew includes marketing and visual branding experts, sound designers, sound engineers and other consultants.