Whether it’s TV, podcasts, radio, or online, there’s power in sound.
You find yourself in a dark theater, eyes shut tight, as an incredible, spine-tingling sound envelops you. This sound isn’t just heard; it’s felt and seen. This is what we call “Cinematic Sound”—the kind of auditory experience we should strive to create. We’re not just making ads; we’re crafting soundscapes that resonate deeply. It’s a mindset, a production philosophy.
PICTORIAL: This concept can also be described as “pictorial,” where sound creates vivid mental images. While anyone can generate sound, true artistry lies in crafting sound that evokes imagery. Take Carl Stalling, the genius behind Looney Tunes; he would design the sound for a cartoon before it was even animated, using storyboards as his guide. That’s similar to what you’re doing. The storyboard serves as your framework, and you’re creating the auditory backdrop for the channel. This is why sound is so crucial—go beyond simply pleasing the ears; aim for the closed eyes.
INTELLIGENCE: Intelligence sells. There seems to be a misconception that being smart equates to elitism, not mass appeal.
TAKE PEOPLE PLACES: Sound and imagery transport us. Where does your creation lead the viewer/listener? If you allow it, sound can take them anywhere.
AUDIO DISNEYLAND: Think of that secret place in your mind where sound elicits chills—a Technicolor symphony of the imagination.
THE WORLD OF SOUND: Are you still grounded? It’s time to break free! Explore the vast realm of sound:
- Natural: Thunderstorms
- Human: Running, breathing, sleeping, crying
- Electronic: Phasing, backward sounds, echo, stereo panning
- Created: Use your audio brush to paint!
- Musical: Imagine bagpipes on a rock station or the sounds of ukuleles and banjos—everything is available for your creativity.
- SFX: Close your eyes and listen to the symphony of everyday life—office sounds, traffic, the essence of existence.
- Media: Tap into old TV shows, audio archives, jingles—sounds that echo culture.
- Crazy: At XM, our Liquid Metal project, featuring a square dance caller reciting metal lyrics, is a stroke of brilliance.
Utilize all forms of sound appropriate to your target.
This approach isn’t limited to radio; any medium that delivers audio for enjoyment should harness the power of sound. Why is that so hard to grasp?
THE WORLD OF VOICES:
The era of the “big radio voice” is over. Embrace diversity in voices—foreign accents, genuine human tones, regional dialects. The once-dominant “big radio voice” is now outdated.
WRITING:
Without clear, impactful writing, your creation may fall flat. Writing must be dramatic, clear, and purposeful, giving every piece a clear endpoint or a vivid sound and word picture.
POWER:
Audio and video production must be powerful, but power doesn’t necessarily mean volume. It’s about being gripping and compelling. Many can create loud sounds; true artistry lies in crafting power and drama with subtlety. Think of Pink Floyd—powerful yet nuanced. Heavy but graceful.
Production can be:
- IN YOUR FACE: Rhythmic, earth-shaking, body-moving power
- IN YOUR HEAD: Lush, dreamy, and sensual experiences
LENGTHS:
Incorporate short, medium, and long pieces. There should be enough flexibility to utilize longer segments, but they must be engaging.
CLARITY:
The message must be clear. In some instances, too much is happening, causing the main idea to become obscured.
ORIGINALITY:
Your work should be so unique that stations in Europe will want to license it. Originality, once perhaps overlooked, is now essential to stand out.
Regardless of the medium, there’s magic in sound, but it requires new and dedicated thinking to evolve past the laser beams and whooshes of the ’80s and present a soundscape that is etched into the channel/show DNA.
For more on the magic of sound, please visit: The Magic of Sound.
