2022 Cheat Sheet: Sound and Music
As new audio technology advances and the industry provides more opportunities than ever for sound designers, composers and general audio wizards in 2022, LBB’s Ben Conway spoke to experts in the sector for their insight
Sound and audio has never been so important – from the hours of podcasts listened to during isolation to the new spatial audio technology and advanced surround sound in the headphones you got for Christmas – now is an exciting time for the audiophiles among us.
To discuss the upcoming trends and tech in the audio space for 2022, we spoke with 11 experts and identified some hot topics to highlight. Our audio-expert members from across the globe contributed their thoughts on topics varying from ‘Immersive Sound’ to sound designers’ involvement in pre-production and other upcoming developments that await us this year.
Chris Clark
Executive creative producer, music supervisor, Squeak E. Clean Studios
I’m seeing more creative agencies bypass cliche music briefs and references for a more collaborative, collective creative partnership with music experts, which results in the use of more unique, globally relevant yet underused styles. It’s happening much more during concept development vs post-production too. We recently created a Pan-African dance track for Tequila Herradura, which is sung in Shona, the predominant language in Zimbabwe. If a classic Mexican spirits brand can embrace rising trends in global dance music with African rhythms and a foreign language, we can all look forward to a more inspiring, diverse future of music for ads.
Music and sound are just inherently more essential to consumers and marketers than ever with the rise of music streaming, podcasting, global music culture, and voice technology. Many marketers are investing more in quality original music vs ‘stock’ music, as well as exploring or revamping their sonic branding.
While the pandemic has hindered experiential opportunities, we find the rise in app-based (TikTok) or platform/experience-based (Metaverse) project requests has increased significantly. We had the pleasure of creating original music and post audio for the Meta launch, which gets us excited to explore the evolving nuances of music and sound design within the virtual realm. Immersive virtual worlds will likely see the investment that video games saw from marketers in the last 10 years, so we expect visual enhancements to the Metaverse experience to be met with the requirement for pristine audio and curated, personalised music.
Read the original article here.