Steve Keller - Build your sonic strategy first

The MCA Prodcast

This week on The MCA Prodcast Pat Murphy talks to Steve Keller, Sonic Strategy Director at Studio Resonate, an in-house audio-first creative consultancy, offering support to brands that advertise on SXM Media's platforms: Pandora, SiriusXM, Stitcher, and Soundcloud.

Steve is recognised as one of the leading experts in the field of sonic strategy and identity. With a head for data and a heart for sonic expression, he actively engages in collaborative research projects, exploring the power of sound to shape our perceptions and influence our behaviour.

Steve discusses the role that audio plays in everyday life, and how it can shape our relationship with brands – not just through advertising, but also physically in-store, on social media, through voice assistants or even on-hold! Steve considers why audio is so often left as the last consideration when creating an ad campaign, and reminds us that it should be a priority from the very start.

Steve also talks about a fascinating psychoacoustic experiment he was involved in; hear how playing Hip Hop music to cheese as it aged actually affected the flavour!

Diversity and Inclusion is a focus for many organisations and Steve reveals that it should also be a consideration in audio, as race, gender and age are not only cues that audiences pick up on visually. Steve discusses some research he’s being working on that shows the impact of the voices we hear, and the importance of diversifying those.

Watch Steve’s favourite ad: Coca-Cola - Hilltop

Hosted by Pat Murphy

Connect with Murphy Cobb and The Prodcast:

Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email