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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.<\/i><\/p>\n
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 \u2018Immersive Sound\u2019 to sound designers\u2019 involvement in pre-production and other upcoming developments that await us this year.\u00a0<\/i><\/p>\nChris Clark<\/h3>\n
Executive creative producer, music supervisor, Squeak E. Clean Studios<\/h4>\n
I\u2019m 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\u2019s 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.\u00a0 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.<\/p>\n
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.\u00a0 Many marketers are investing more in quality original music vs \u2018stock\u2019 music, as well as exploring or revamping their sonic branding.<\/p>\n
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.\u00a0 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.<\/p>\n
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