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Hi, everyone, and welcome back to Executive Edgecast.
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I'm your host, Mark Baus, and today we're going to be talking about music and soundscape production with Jesse Walsh.
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Hi, Jesse.
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Hi, Mark.
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Welcome.
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Jesse is a music composer and audio producer, and he also works with us on the Executive Edgecast.
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So, Jesse, would you like to share a little bit about your background, please?
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Yeah, of course.
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So, hi, I'm Jesse.
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I am a music producer or music composer and audio producer, where I write music and I do the editing for the music, and I can produce it along with just doing any normal audio production, podcasts, commercials, almost anything that is related to audio.
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All right.
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I love it.
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Well, we certainly think it's a blessing having you working with us at Executive Edgecast and also at Soper Solutions.
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So very excited to talk to you today about this concept of soundscape production and how businesses can be using soundscapes as part of their branding.
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So I thought maybe we could start by talking about what really is music or soundscape production for businesses.
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What does that really mean and what does it entail?
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Do you have some ideas to share on that?
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Yeah.
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So music in general is a big supporter for whatever medium you're using.
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If it you're making a commercial, if you know, in movies and whatnot, in video games, music is meant to enhance the experience of the viewer, simply.
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For example, like a jewelry store, they just sell jewelry, but you give them a little jingle, and then you know you remember that jingle, and suddenly, you know, there's something that just like randomly comes into your mind, and that's like an instant, you know, marketing thing that you didn't have to do much beyond just them listening to it.
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You know, and of course, I'm talking about K-jewelers.
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So many people have heard that over the years from different K commercials, you know, they're just jewelers.
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But you know, a jingle like that, music commits it to memory almost, if especially if it's catchy.
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So that's like the biggest thing with music in business is that it, you know, having that sound brand, that sonic identity really helps you stick out and uh viewers latch on to that sound and you know it it comes into their mind.
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For example, like something that everybody uses or most people use is like Netflix, and you hear that bum-bomb, you know, and that's the Netflix sound, you know, you it's not doing much, but it personifies Netflix in a way where you know you just signed into Netflix, where it's Netflix, and you hear it, it's Netflix.
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You know, and that works for almost any brand.
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Disney has their own sound brands, sonic identities, like commercials.
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You know, you hear something, it gets in your mind, you know, a little earworm, right?
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There's plenty of like applications and implications to music within a business that can be very beneficial.
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I love that because you really touched on two things.
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So one is the concept of a jingle having some sort of little song or diddy that you associate with the brand.
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Using your K example has always made me think then of K as a romantic jeweler.
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Right.
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Like where you would go if you wanted to get a promise ring or engagement ring or anniversary, because they're associating their jewelry with kissing and with love.
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So I always, you know, really resonate with that idea.
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I think it's really great branding.
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And then when you're talking about Netflix, you know, even if you're two rooms away, if someone in your family or in your household turns on Netflix and you hear that sound, you can be across the house and you hear that sound and you know that they're loading up Netflix.
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Right.
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There's something experiential that's going to happen next, right?
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It also makes me think of the THX when you go to the movie theater and they've got that really amazing surround sound, and you get that movement.
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All of that is kind of experiential to some degree.
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And those are often called sonic branding or sonic logos, where it's not so much a Diddy, but it's more a unique sound specific to that brand.
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I grew up with like the NBC Peacock, for example, which is only three notes.
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It's not a song, but it's absolutely iconic.
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And you knew when you heard that that you were on the NBC channel.
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So I love this.
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I think it's really interesting for businesses to think about music or sonic logos as part of their branding because it's not necessarily intuitive.
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Companies focus a lot on, okay, you know, here's our visual identity, this is what our logo looks like, here's our tagline.
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But I think music is becoming more and more important because marketing is becoming more and more multi-channel.
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So it could be social media shorts, it's going to be, you know, maybe you're on local television because now you can hypermarket into local TV.
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Anything that you're doing with videos on your website, and more and more companies are creating their own media channels so that they can control the message out to their audiences.
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So I think these things are kind of really coming into alignment, and even small companies can be thinking about what they want to do from a sound perspective.
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So I think that's really profound.
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Yeah.
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Yeah.
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It's um it definitely enhances the medium that you're working in, like as you said, shorts or commercials and whatnot.
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It applies an extra level psychologically to when you're listening or watching anything, especially as we get into this more digital world, right?
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A lot of the way that marketing happens, you know, you're not handing out flyers anymore like back in the day, you know.
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You can you still take out like newspaper ads and whatnot, like those still like have some benefit, but most people are consuming media digitally on their phone or computer, so you have that chance to add that extra level to your brand into what you're trying to get out there.
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You know, it taps into memory for people because just looking at something, you know, you look at it and you're like, oh, okay, it's this.
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You know, it you pass by it, it doesn't really get registered too much into your head, but a jingle that is catchy, like McDonald's or something.
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Right.
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Something like that, your brain latches on the sound a lot stronger than it does to sight, to what it sees.
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Very interesting.
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If you can take that, what you see and you can enhance it with your other senses, because the more senses you have that are being utilized, the better chance that it's actually gonna sink in and people are gonna be able to fully register it, you know.
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Because we're talking about a day and age of where everything is so short, you know, day of like reels and whatnot, to where catching people's attention within a short span of time, like 30 to you know 90 seconds, that's where we are now.
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And just by showing something on the screen is usually not going to be enough.
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Most people will just scroll by it.
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But with the extra sound in there, you know, you can really bring it to life kind of deal.
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Uh and it lets the viewers really, as I keep on saying it, but they they latch on.
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And that's really what we're trying to go for with sound, it'd be like, oh yeah, that that brand, you know, they they do this because of their jingle going blah blah blah blah blah or what whatever, you know?
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I love that.
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As soon as you hear it, it you just just register it.
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You know, it's it's like it's like smell.
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So of our five senses, scent is the strongest one.
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There's been studies about smelling something and getting memories brought back up, right?
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You you know, you smell a certain thing and it reminds you of, oh, this smell reminds you of the time that I went mud diving in Arizona, and it's like, but dude, it's just cat poop, you know?
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But it's like it's it's just like if if it connects to such a strong memory and it's such like a distinct smell, okay, like your your brain will commit that to some level.
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And sound it is one of the other strong ones.
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So they're all the say eyes are all strong, like all of our senses are strong, but some of them are stronger than others in terms of the psychology behind what we're going for with businesses.
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And smell is a big one, you know, like bakeries pumping out sweet cookie smells, you know, and people smelling like oh, that smells good.
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Where is that coming from?
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Like that's an entire that's basically an advertisement without having to make an advertisement right there.
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Right.
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You know, so the same idea applies with sound because imagine it, right?
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When you hear the roar of a bear, you register that as, you know, oh, that's danger.
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The same kind of sensation occurs when you hear something that you like.
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So you hear a jingle that touches you in that way where it's like, oh, that was that was a nice little jingle.
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And then you just like sing it to yourself in your head or whatever, you know, that it does the same thing because it puts it into your mind, even if you didn't see it, you heard it and it's strong enough to make that connection to where I heard that, it's this, you know, I I like that kind of deal.
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Okay, that's beautiful.
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I I think we all have those favorite brands that you know touch us in some way where we've created almost a, you know, either a brand affinity or a strong kind of fanatic approach to a brand.
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And I think if we were to take an inventory of those brands that we love most, they probably are using different senses in order to attract us as customers.
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I think back to, you know, stores like Hollister would have all of the cologne scents, you know.
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So when you went in there, it was an experience of lighting, there was an experience of music, and then there was the experience of scent, was all part of the Hollister experience in the store, right?
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It builds the experience, you know, they're using multiple senses there, you know, because you're looking around, they have displays out for you to look at, and along with the lighting, the ambience.
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So that's that's using your your eyes, your sense of um sight.
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They use your sense of smell by, as you said, pumping in all the uh cologne and whatnot.
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So that's two ways that they're you know tapping into you, trying to lure you in.
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And then there's of course like the music background, you know, that it's not forward to where it's what you're thinking of, but it adds to the experience because it adds background sound, you know.
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We like to hear something, you know, it's the reason why white noise machines exist.
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You know, people, our brain likes it, and then of course, like they'll eventually filter it out, but it's one of those things where once you remove it, it feels weird.
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You don't realize how um important sound is until it's removed.
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So go into something like an anechoic chamber, you know, you go in there and you won't be able to hear that much stuff.
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In fact, one of the best anochoic chambers is so good that you can actually hear your own heart beat because all the other sound is gone.
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But that sound is inside of you reverberating through your body.
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So there's no way to actually like fully get rid of that.
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It's just so suppressed by all other sounds that your brain just filters it out.
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But when all the other sounds gone, it's all you have.
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Not a lot of people can actually stand it that because not so much because they're hearing their own heartbeat.
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I mean, that of course will bother some people, but the bigger issue is actually the lack of sound, it because you're depriving a sense.
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Very interesting.
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Yeah.
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So depriving yourself of that sense that you use almost all the time, if not all the time, because you can't really turn off your ears naturally.
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So to not have access to sound is very daunting.
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Okay, very interesting.
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Very interesting.
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It's interesting because when you're talking about specifically, I'm thinking about what you said about McDonald's, because McDonald's has the jingle, they have different versions of it.
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They have like a little jingle that's just, you know, just the notes with one or two digital instruments, and they just tack it on to the end of a short or something.
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And then they've got more of a longer versions that have the voice added to it, and then they have other versions where it's part of the soundscape for an entire 30-second commercial or 22-second commercial, and that sound is there.
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It also makes me think about how just as you have different versions of your logo that you use in different environments for different purposes, the same thing can happen with sound.
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You can have like a really short sound bite piece of it, you can have a longer piece with or without voice, or with or without certain kinds of instrumentation, and then there can be like a longer, bigger part of it that you would use in something like commercials or on your website, in your podcasts, all of that sort of stuff.
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So I think thinking of it as not just one thing, but if you go into this concept of bringing music to your brand, think about all the different scenarios where you might want to enhance that experience with sound.
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And it doesn't have to be one singular thing.
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As long as those family of sonic elements go together, they can still create that resonance, even when the medium itself might be very different, different lengths, different approaches, different environments.
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I like the idea of thinking of it as a collection versus, you know, one singular thing.
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Right.
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Yeah, because it can be it can be multiple things.
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You don't have because you can have like with McDonald's, they have that little jingle, but it's they're able to change it, expand upon it.
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You know, they have what we would call a sound palette, of where they have specific sounds and specific gestures that they can do to evoke the idea that it's McDonald's related.
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You know, and this also ties into something that music can do with your brand, which is help with indicators, like subconscious indicators of what people you're trying to attract.
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You know, so that makes sense.
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An example being Chevrolet using ACDC back in black.
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Right?
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You know, it's A C D Caldery, they are fantastic, but ACDC is like classic dad rock.
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You know, it is.
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So it kind of they don't say it, but it's it helps point towards the direction that their target audience is more so for guys in their um like middle age, like 40 to 60.
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Okay, they're not they're not looking for teenagers, they're not looking for like the elderly per se.
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Right, you know, so they're looking for like a specific group of people that would be in need of a truck like that.
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Because they're playing music that they'll like, because you play a song that they'll like, they're gonna be like, oh, I'll just listen to the commercial just for the music, you know?
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Like, how often have you heard that before for like something?
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Yeah, I I love that.
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So, as marketers, you're trained to think about your ideal customer profiles, and you're trained to kind of figure out how to get in their heads and understand their preferences and and what's meaningful to them and how you can resonate your messages with them.
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And so it sounds like that's part of it.
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So Chevy Trucks obviously has a very clear ideal customer profile or ICP, and then they've tied the music into it.
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You know, a lot of um smaller companies, obviously, they aren't going to be able to necessarily license a big sound like that, right?
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So, you know, something that's hot right now is Ozempic, and Ozempic uses an actual song, and then they've repurposed it for their brand, and it kind of brings, when you were talking about earlier, this concept of memory and how it can be used to kind of hook someone in, they're leveraging existing memories of a song that has already been in people's lives for decades, and then bringing it to their brand to help create that resonance and that recognition, associating themselves with that sound.
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So it sounds like Chevy's doing that same thing.
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Everybody knows the song, right?
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You know, everybody knows the song unless you're maybe 14 or younger, but everybody else knows it.
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And so leveraging that and bringing that to your brand is great, but small companies can't do that.
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So, really, what we're talking about for maybe the ideal audience for executive edge cast would be people creating their own soundscape, their own Sonic logos, their own music as part of their branding.
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And then they don't have to worry about licensing it or paying a fee every single time it appears in an ad or appears on social.
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They get to basically invest in it, but then own it for life.
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Right.
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Because doing that creates your own unique sonic identity.
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While music licensing and you know taking music and then repurposing it for your brand, like what Ozempik did, that's something that bigger companies can do because you know that that costs some serious money to be able to get some rights to that.
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But that shouldn't take away from the idea of getting a unique sound because a unique sound will always not only be yours, but it'll always be considered part of that company.
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People listen to, like, for example, like Chevy Back in Black, people hear the commercial and they're seeing the Chevy's, but they're also hearing ACDC to where they'll think about ACDC as well, not just Chevy.
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You're sharing it with that, with that band or with the producer, whoever owns the rights to it.
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Whereas with your own, you have everything.
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People hear it and they only think of you and the company.
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You know, like as we s touched upon earlier, THX, you know, they have a a sound sonic brand or sonic identity where you hear that sound and all you think about is THX.
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You know, there's nobody else has it, nobody else does anything like it.
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It's just THX.
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So you hear it and it you think about them, you know?
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Same thing with Netflix and their little sound and McDonald's, you know, because those are all unique jingles or sound brands for those companies.
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You know, they don't share it with anybody else.
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So as soon as you hear it, it's boom, it's it's that company.
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I love it.
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I love it.
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So everything that we've talked about so far has been in the context of creating a brand and really helping companies understand it from that perspective.
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Perspective.
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But we also touched briefly on the concept of environmentals.
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And when we were prepping for this podcast, one of the things that you mentioned was Rainforest Cafe.
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And so they have a more of a soundscape than a music track.
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So maybe share a little bit about that and kind of what your thoughts are on soundscapes, not just branding music.
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Right.
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So with a soundscape like that, you're enhancing the atmosphere and experience of being within that brand or company.
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This isn't really something that can apply to like Google per se, because you can't go into Google.
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It's, you know, it's a computer program.
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You can go to like Google headquarters, but it's just going to be headquarters.
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But for companies that, you know, where you walk into like shops or sit-down restaurants like Rainforest Cafe, you have the chance to create an atmosphere there that pulls people in to create a unique experience to that company.
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You know, Rainforest Cafe, you know, they do all animals and whatnot, but they also do rainforest sounds.
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So you get immersed into a rainforest almost.
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You know, it's it's on the darker side inside the sitting area.
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There's trees everywhere, leaves, you see monkeys and elephant, whatnot, like hanging around, and you hear all the sounds, and it just creates a unique experience that you always remember as rainforest cafe.
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You know, you're not gonna go in in the FUDRuckers and have the same experience, you know, you're gonna get a different experience.
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That's right.
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You know, the best company that does this is Disney, for example.
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They're the best company that does a lot of things when it comes to branding, they just really have it down to a science.
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Yes, and they I would go as far as to say, exploit our love of sound and music.
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They're they're just so good at it.
00:24:02.480 --> 00:24:05.680
You hear the Disney jingles, and it's just like instantly it's Disney.
00:24:06.000 --> 00:24:10.400
It's always made in such a certain way that gives this magical feeling.
00:24:11.039 --> 00:24:30.960
And you hear that in the parks when you're there, you know, the music with all the costumes, seeing everybody, like Mickey Mouse and whatnot, walking around, seeing Cinderella's castle, like it all goes together and it just creates a magical experience.
00:24:31.279 --> 00:24:42.160
But it really wouldn't be the same if the music they were playing was like Led Zeppelin, you know, because then it just doesn't feel like Disney.
00:24:42.400 --> 00:24:48.720
It doesn't feel like Disney, though I have to admit Led Zeppelin is one of my favorite bands, but that's another story.
00:24:50.480 --> 00:24:54.559
But there's a time and place for everything within marketing and business.
00:24:55.039 --> 00:25:05.759
I have a question for you because again, our target audience with Executive Edgecast, they're gonna be small and medium-sized businesses, but uh it's kind of interesting.
00:25:06.000 --> 00:25:20.559
So here in Florida, there's a company that focuses on kind of coastal style furniture, like really beautiful high-end furniture, but with a very specific vertical vibe.
00:25:21.200 --> 00:25:26.799
And when you go through their front doors, you're met with calypso music.
00:25:27.039 --> 00:25:27.599
Right.
00:25:27.839 --> 00:25:35.359
It's very soft, they don't have it blaring, it's an undertone of calypso music.
00:25:35.440 --> 00:25:35.599
Right.
00:25:35.839 --> 00:25:39.759
So when you go in there, you're you're feeling something experiential.
00:25:39.920 --> 00:25:51.200
So even a smaller company, and I would say they're probably, you know, they're a multimillion dollar company, but it's a single store, it's not a big franchise brand or anything like that.
00:25:51.440 --> 00:26:13.119
And so even just having a way that you use music in your environmentals, if you have a physical storefront of some sort to create that kind of emotional feeling with people where they associate your experience with essentially a vibe, right?
00:26:13.279 --> 00:26:18.240
There's a vibe when they experience your store or your restaurant.
00:26:18.559 --> 00:26:18.960
Yeah.
00:26:19.200 --> 00:26:27.920
You know, I think that that can be something that can be really, really special and is something that is attainable even for smaller companies.
00:26:28.160 --> 00:26:28.480
Yeah.
00:26:28.720 --> 00:26:30.079
And vibes matter.
00:26:30.319 --> 00:26:36.880
We say vibes, but it's really more so of a subconscious impact, is what we're talking about.
00:26:37.200 --> 00:26:53.279
Because, for example, like for commercials or advertisements for like smaller companies and whatnot, what you play in the background will subconsciously give the viewer an idea of what you're going for and what kind of vibes it is.
00:26:53.440 --> 00:27:08.960
Think about whenever you see like a medical commercial dealing with like a medical drug, you know, most of them have like nice, calming music, like slightly upbeat to create like this you know, relaxed vibe almost.
00:27:09.279 --> 00:27:19.200
And the reason why is because they're trying to subconsciously tell you this is non-threatening, this is helpful, you know, we're this is to help you kind of deal.
00:27:19.359 --> 00:27:29.519
Because if they add in the danger, like they've if they add music that makes it sound more aggressive, it'll give an entirely different vibe to the whole commercial.
00:27:30.240 --> 00:27:30.559
Yeah.
00:27:30.880 --> 00:27:38.160
You know, like I I'm not sure I would buy, you know, a pharmaceutical drug if they were playing like Death Grips.
00:27:39.599 --> 00:27:40.000
Right?
00:27:40.319 --> 00:27:42.319
You know, it's it just doesn't fit.
00:27:42.799 --> 00:27:43.599
It doesn't fit.
00:27:43.680 --> 00:27:44.079
That's right.
00:27:44.240 --> 00:27:57.680
And the same thing goes for like children's toys commercials where they're playing like almost childish music where it's whimsical, you know, and they're using higher pitched instruments like a Glockenspiel, which is like a little bells and whatnot.
00:27:57.759 --> 00:28:03.759
You know, it gives the sensation for especially for adults that you know it's more kid-oriented.
00:28:04.160 --> 00:28:08.559
And for kids, they just hear it and they, you know, it's it just sounds good to them.
00:28:08.640 --> 00:28:10.559
They they they just like it, you know.
00:28:10.720 --> 00:28:15.440
But for them, they're most likely, you know, enamored by the toy on the screen than they are by another.
00:28:15.599 --> 00:28:16.160
Right, right.
00:28:16.400 --> 00:28:17.200
Right, right.
00:28:17.440 --> 00:28:18.400
Interesting.
00:28:18.799 --> 00:28:27.680
What advice do you have for a company that might be looking at bringing sound into their experience?
00:28:28.240 --> 00:28:31.440
How might they get started with that concept?
00:28:31.680 --> 00:28:41.039
And also, if they want something custom, how might they get started with you know a custom soundscape or a custom sonic branding?
00:28:41.119 --> 00:28:42.640
How does that go?
00:28:43.200 --> 00:28:50.880
So for smaller companies incorporating a sonic identity, you can start out small.
00:28:51.119 --> 00:29:03.839
You can take your initial logo, like your splash screen, that you put on your advertisements and whatnot, and you can start off with just a little jingle to go along with that.
00:29:04.079 --> 00:29:13.920
It doesn't have to be long, it doesn't have to be huge, it just has to be just something that adds a little bit of extra flavor that can catch people's attention to draw to it.
00:29:14.720 --> 00:29:15.039
Okay.
00:29:15.359 --> 00:29:18.480
Same thing with background music in their advertising.
00:29:18.960 --> 00:29:23.680
They can just add something simple and small, it doesn't have to be any big, huge projects.
00:29:23.839 --> 00:29:30.960
It's just as long as there's something there to help enhance what they're putting out there.
00:29:31.599 --> 00:29:31.920
Okay.
00:29:32.480 --> 00:29:35.279
So not everybody knows this, so I'm gonna share it.
00:29:35.440 --> 00:29:39.279
And um, some people listening will know it, but some people won't.
00:29:40.000 --> 00:29:46.400
Music tends to be copyrighted, and the people who own the music own the sound.
00:29:47.200 --> 00:29:57.759
And what that means is you are not supposed to and cannot legally use that sound as your own.
00:29:58.079 --> 00:30:12.400
So I know it's very easy now with digital tools and social media tools to sample music from other creators and to go and try and pull that into your logo identity, but you actually can't do that.
00:30:12.480 --> 00:30:17.119
So the folks at Chevy, they paid to be able to use ACDC.
00:30:17.440 --> 00:30:17.920
Yeah, right.
00:30:18.240 --> 00:30:19.920
You have to pay to be able to use those songs.
00:30:22.079 --> 00:30:22.319
Right.
00:30:22.559 --> 00:30:22.799
Right.
00:30:23.039 --> 00:30:27.200
Ozempic paid to be able to use the it's magic song.
00:30:27.599 --> 00:30:42.079
So I think it's important for people to understand if they're gonna try and do sound for their small or medium-sized business, it's important to work with someone like Jesse to go and create your own.
00:30:42.319 --> 00:30:52.480
And there are some online tools, and we're gonna have a future podcast where we're gonna talk more about the actual production of sound and and music for brands.
00:30:52.640 --> 00:30:55.519
And we'll get into that in a in that future episode.
00:30:55.759 --> 00:31:14.160
But just the cautionary tale for people to not just go and scrape something off the internet and try and use it as their own sound, because we certainly don't want to see anybody getting in trouble for trying to mimic what the big brands do, but without the understanding that content is actually owned by people.
00:31:14.400 --> 00:31:14.640
Right.
00:31:14.880 --> 00:31:16.799
Definitely don't want people to get the wrong idea.
00:31:16.960 --> 00:31:21.759
When we talk about using stuff that's already made, that's through licensing and whatnot.
00:31:21.839 --> 00:31:24.720
You know, you have to pay some big money to be able to use that.
00:31:24.880 --> 00:31:28.799
Pre-existing stuff costs a lot more than getting something originally done.
00:31:30.720 --> 00:31:31.839
Yeah, that makes sense.
00:31:32.079 --> 00:31:40.240
The biggest thing that people worry about when they hear, like, you know, getting something originally done is like, oh, they will have to do royalties and stuff to that writer.
00:31:40.400 --> 00:31:50.720
And it's like, sure, you may have to, but it'll never be a huge amount and it'll never amount to the same sum as it would be for licensing something.
00:31:50.960 --> 00:32:00.160
Because even when you license like Ozempic or back in Black Vishevy, chances are there's still some sort of royalty revenue that they have to pay alongside that.
00:32:00.319 --> 00:32:09.200
So they had an even larger down payment, and then most likely an even larger royalties to pay off as they use it.
00:32:09.359 --> 00:32:21.680
Whereas if you get something originally done by someone like myself, it'll most likely be an upfront payment that'll be a lot less than what you'd have to pay to use somebody else's music.
00:32:22.000 --> 00:32:23.200
It would be yours.
00:32:23.519 --> 00:32:26.480
You'd be able to use it any way you'd want.
00:32:26.640 --> 00:32:34.000
You can change it up, you can give it to other people to make different remixes of, you know, and it'll all be yours.
00:32:34.319 --> 00:32:35.680
Remixes are really big.
00:32:36.000 --> 00:32:44.880
Remixes are really big right now where people will take something and you know, create a social post around it or whatever.
00:32:45.039 --> 00:32:48.160
So I, you know, those kinds of things also have resonance.
00:32:48.240 --> 00:32:59.839
It's nice to see that kind of creativity happening that can further the brand, further the reach of the brand, because you've created it in a way that other people can amplify.
00:33:00.160 --> 00:33:00.559
Right.
00:33:00.720 --> 00:33:05.519
You know, that also ties into something else that having your own music can do for you.
00:33:05.680 --> 00:33:11.440
And this isn't something that you yourself as the company can really push or work on.
00:33:11.680 --> 00:33:18.240
It just happens organically, especially better chances if you have your own material, which is means.
00:33:20.160 --> 00:33:28.880
To put simply, because music that pre-exists, people have heard, you know, people will make jokes about it and whatnot, but that'll be separate.
00:33:29.200 --> 00:33:45.440
Whereas if you make something for your company that is for you, and somebody takes it and makes a joke out of it, that amplifies your reach immensely because then you got a lot of people looking at it just for entertainment, not just as an advertisement, right?
00:33:45.920 --> 00:33:47.440
Interesting, interesting.
00:33:47.680 --> 00:33:53.200
So Burger King made an ad where they're like Whopper, Whopper, Whopper, Whopper Jr.
00:33:53.920 --> 00:34:01.920
And somebody made a meme of it where they put that to Harder, Better, Faster, Stronger by Daft Punk.
00:34:02.160 --> 00:34:03.200
Daft Punk, yeah.
00:34:03.599 --> 00:34:07.279
We'll put a link in the description for people to check it out.
00:34:07.519 --> 00:34:09.039
But it's no, it's pretty good.
00:34:09.119 --> 00:34:15.039
It's it's funny, and of course, it's gonna it's a little dumb, but that's the whole point of it being entertaining, you know.
00:34:15.840 --> 00:34:44.400
That's actually making me think of a potential like gorilla marketing activity, which would be you put out your sound, put it out on your social, and then have a contest or something for your followers to say, take our ad, take our music, turn it into something fun and creative, post it on your channel and tag us, and we're gonna pick the best five.
00:34:44.480 --> 00:34:51.440
And for the best five, you're gonna get, you know, 10 meals free or you know, whatever.
00:34:51.760 --> 00:35:02.480
It might be kind of fun to do something like that, just just to kind of expand, expand your brand by getting other people talking about you and talking about your brand.
00:35:02.639 --> 00:35:03.840
Those could be fun.
00:35:05.039 --> 00:35:10.320
It depends on your brand and whether or not you want those kinds of fun things, right?
00:35:10.800 --> 00:35:15.679
So a law firm may not want it, but a restaurant may.
00:35:16.320 --> 00:35:19.119
A funeral home is not gonna want it.
00:35:19.599 --> 00:35:25.360
Probably most likely a funeral home wouldn't want it, but but a clothing store may.
00:35:25.840 --> 00:35:41.440
So, you know, I I think it's a cool idea for people to think about unique ways once they have the soundscape, once they have a branding or a sonic logo, how do you creatively get it out there?
00:35:41.599 --> 00:35:46.800
How do you get it repeated out in the marketplace further than your own reach?
00:35:47.119 --> 00:35:47.280
Right.
00:35:47.360 --> 00:35:48.880
Yeah, how how can you go from there?
00:35:48.960 --> 00:36:02.159
You know, it's a it offers a good way to engage with your community and it, your clientele in like it in another way that could be a bit more fun if that's something that your company could benefit from.
00:36:02.320 --> 00:36:10.960
Like I should say, like, you know, a funeral home probably doesn't want to have like such like an upbeat happy attitude when you know the funeral homes because you know it's a funeral home.
00:36:11.199 --> 00:36:14.880
But right, right, you know, like a kid's store though, that's a different story.
00:36:16.320 --> 00:36:18.639
Yeah, you could do something really fun with that.
00:36:19.199 --> 00:36:20.960
So yeah, I I love that.
00:36:21.119 --> 00:36:29.199
I think there's a lot of opportunities to use music, and it's not something that people just naturally think about yet.
00:36:29.360 --> 00:36:40.159
I think that day is coming because all of these digital tools and AI and whatnot, it's making it easier to attain for those small and medium-sized businesses.
00:36:40.239 --> 00:36:44.000
And I think more and more companies are going to be thinking about these things.
00:36:44.159 --> 00:36:44.480
Yeah.
00:36:44.639 --> 00:36:53.920
And so, you know, I love that you're at the forefront of that and you're composing music and you're creating these kinds of experiences for brands.
00:36:54.079 --> 00:36:56.719
And I think there's just gonna be more of it in the future.
00:36:56.960 --> 00:36:57.679
It's exciting.
00:36:57.920 --> 00:36:58.800
Yeah, I agree.
00:36:58.960 --> 00:37:07.280
And it offers a chance for those smaller companies to stand out amongst the crowd because you're once you're starting out, you know, you don't have as big of an outreach.
00:37:07.360 --> 00:37:09.840
You know, you're gonna mix in with all the other ones.
00:37:10.079 --> 00:37:16.159
But if you can find ways to get you to stick out, yeah, you know, you should take it.
00:37:16.400 --> 00:37:18.239
And music is one of those ways.
00:37:18.480 --> 00:37:24.239
Adding that sound, that extra element, that extra sense can go a very long way.
00:37:24.480 --> 00:37:31.199
And getting your company and your brand further out there to reach a larger audience.
00:37:31.519 --> 00:37:31.840
Okay.
00:37:32.480 --> 00:37:34.000
Yeah, that's beautiful.
00:37:34.320 --> 00:37:51.039
Well, I look forward to our future episode where we talk about how that creative process works and how companies may be able to directly engage and be a part of the process in creating their own soundscape and music with you, Jesse.
00:37:51.280 --> 00:37:55.440
I think that that could be a really cool thing that people should look forward to that episode.
00:37:55.599 --> 00:38:00.000
And, you know, eventually, once both of those episodes are live, we can cross-link them.
00:38:00.079 --> 00:38:00.320
Yeah.
00:38:00.480 --> 00:38:02.559
So that people will be able to see both.
00:38:02.880 --> 00:38:03.519
Yeah, I agree.
00:38:03.599 --> 00:38:04.559
That'd be fun.
00:38:04.880 --> 00:38:05.519
All right.
00:38:05.840 --> 00:38:06.559
Excellent.
00:38:06.800 --> 00:38:23.840
So is there anything that you wish that I asked you today or any final thoughts that you would like to share with the audience about music, jingles, sonic logos, soundscapes, any final things that we'd like to share as a takeaway for folks?
00:38:24.159 --> 00:38:39.199
So, one thing I would say is don't be afraid of taking that extra step with your company to add some sort of sound brand, sonic identity along with your logo.
00:38:39.440 --> 00:38:43.519
Don't be afraid of getting a sonic logo in some way, shape, or form.
00:38:43.760 --> 00:38:48.960
Music can be daunting to those who don't fully understand how it works and how it's made.
00:38:49.440 --> 00:39:06.480
But once you get started like working in it and you know, working with someone who knows how to make the music, you know, it can be a very fun experience for you and the company, you know, to go through that because then you're building a more unique identity for the company in real time.
00:39:06.800 --> 00:39:13.039
And it's something that you'll always be able to listen to or member as something that's part of your company.
00:39:13.599 --> 00:39:17.360
And viewers and consumers will have the same idea.
00:39:17.440 --> 00:39:20.400
Like they hear, it's like, oh, it's you know, I hear that.
00:39:20.480 --> 00:39:24.480
That's definitely Soper Solutions kind of deal, you know?
00:39:24.800 --> 00:39:30.800
So don't be afraid, you know, find somebody who's able to help, you know, and take a shot.
00:39:31.199 --> 00:39:32.239
All right, I love it.
00:39:32.320 --> 00:39:34.000
That's a great takeaway, Jesse.
00:39:34.239 --> 00:39:34.880
Thank you so much.
00:39:35.360 --> 00:39:36.000
No problem.
00:39:36.800 --> 00:39:38.960
All right, Jesse, thank you so much.
00:39:39.119 --> 00:39:50.639
So if people are interested in taking that next step and getting started with a Sonic logo or a soundscape or custom music, how do they reach out to you?
00:39:50.719 --> 00:39:51.920
How do they get a hold of you?
00:39:52.239 --> 00:39:58.079
Yeah, if if they're looking to reach out and want to talk more, they can reach me on LinkedIn.
00:39:58.159 --> 00:40:02.800
They can shoot me an email at jaywalsh at soapersolutions.com.
00:40:03.360 --> 00:40:08.159
Or you can check out the Sopersolutions website under the Creative Services.
00:40:09.039 --> 00:40:10.320
All right, fantastic.
00:40:10.400 --> 00:40:15.360
And we'll put links to those in the show notes, of course, to make it easy for people to click on.
00:40:15.679 --> 00:40:16.880
Yeah, absolutely.
00:40:17.119 --> 00:40:18.159
Okay, excellent.
00:40:18.320 --> 00:40:20.159
Well, thank you so much for your time, Jesse.
00:40:20.480 --> 00:40:21.760
Appreciate you very much.
00:40:22.000 --> 00:40:22.639
Thank you, Mark.
00:40:22.960 --> 00:40:24.159
And it's been a great show.
00:40:24.239 --> 00:40:25.199
I really appreciate it.
00:40:25.360 --> 00:40:26.000
Yeah, no problem.
00:40:26.239 --> 00:40:26.960
Thank you for having me.
00:40:27.519 --> 00:40:28.880
All right, thank you.
00:00:25.039 --> 00:00:28.800
Hi, everyone, and welcome back to Executive Edgecast.
00:00:28.960 --> 00:00:36.479
I'm your host, Mark Baus, and today we're going to be talking about music and soundscape production with Jesse Walsh.
00:00:36.960 --> 00:00:37.679
Hi, Jesse.
00:00:38.159 --> 00:00:39.119
Hi, Mark.
00:00:39.520 --> 00:00:40.159
Welcome.
00:00:40.399 --> 00:00:47.600
Jesse is a music composer and audio producer, and he also works with us on the Executive Edgecast.
00:00:47.759 --> 00:00:51.200
So, Jesse, would you like to share a little bit about your background, please?
00:00:51.600 --> 00:00:52.560
Yeah, of course.
00:00:52.799 --> 00:00:54.960
So, hi, I'm Jesse.
00:00:55.439 --> 00:01:16.159
I am a music producer or music composer and audio producer, where I write music and I do the editing for the music, and I can produce it along with just doing any normal audio production, podcasts, commercials, almost anything that is related to audio.
00:01:16.799 --> 00:01:17.280
All right.
00:01:17.439 --> 00:01:18.239
I love it.
00:01:18.480 --> 00:01:25.680
Well, we certainly think it's a blessing having you working with us at Executive Edgecast and also at Soper Solutions.
00:01:25.840 --> 00:01:37.040
So very excited to talk to you today about this concept of soundscape production and how businesses can be using soundscapes as part of their branding.
00:01:37.200 --> 00:01:45.920
So I thought maybe we could start by talking about what really is music or soundscape production for businesses.
00:01:46.079 --> 00:01:48.959
What does that really mean and what does it entail?
00:01:49.120 --> 00:01:50.959
Do you have some ideas to share on that?
00:01:51.359 --> 00:01:51.840
Yeah.
00:01:52.159 --> 00:02:03.439
So music in general is a big supporter for whatever medium you're using.
00:02:03.680 --> 00:02:17.199
If it you're making a commercial, if you know, in movies and whatnot, in video games, music is meant to enhance the experience of the viewer, simply.
00:02:32.319 --> 00:02:51.840
For example, like a jewelry store, they just sell jewelry, but you give them a little jingle, and then you know you remember that jingle, and suddenly, you know, there's something that just like randomly comes into your mind, and that's like an instant, you know, marketing thing that you didn't have to do much beyond just them listening to it.
00:02:52.080 --> 00:02:54.400
You know, and of course, I'm talking about K-jewelers.
00:02:54.560 --> 00:03:00.000
So many people have heard that over the years from different K commercials, you know, they're just jewelers.
00:03:00.879 --> 00:03:08.719
But you know, a jingle like that, music commits it to memory almost, if especially if it's catchy.
00:03:09.120 --> 00:03:29.599
So that's like the biggest thing with music in business is that it, you know, having that sound brand, that sonic identity really helps you stick out and uh viewers latch on to that sound and you know it it comes into their mind.
00:03:29.919 --> 00:03:50.800
For example, like something that everybody uses or most people use is like Netflix, and you hear that bum-bomb, you know, and that's the Netflix sound, you know, you it's not doing much, but it personifies Netflix in a way where you know you just signed into Netflix, where it's Netflix, and you hear it, it's Netflix.
00:03:51.199 --> 00:03:55.280
You know, and that works for almost any brand.
00:03:55.599 --> 00:04:00.319
Disney has their own sound brands, sonic identities, like commercials.
00:04:00.400 --> 00:04:04.960
You know, you hear something, it gets in your mind, you know, a little earworm, right?
00:04:05.199 --> 00:04:12.879
There's plenty of like applications and implications to music within a business that can be very beneficial.
00:04:13.280 --> 00:04:16.720
I love that because you really touched on two things.
00:04:16.959 --> 00:04:26.959
So one is the concept of a jingle having some sort of little song or diddy that you associate with the brand.
00:04:27.199 --> 00:04:36.079
Using your K example has always made me think then of K as a romantic jeweler.
00:04:36.240 --> 00:04:36.399
Right.
00:04:36.560 --> 00:04:50.800
Like where you would go if you wanted to get a promise ring or engagement ring or anniversary, because they're associating their jewelry with kissing and with love.
00:04:51.279 --> 00:04:55.360
So I always, you know, really resonate with that idea.
00:04:55.519 --> 00:04:57.279
I think it's really great branding.
00:04:57.439 --> 00:05:13.439
And then when you're talking about Netflix, you know, even if you're two rooms away, if someone in your family or in your household turns on Netflix and you hear that sound, you can be across the house and you hear that sound and you know that they're loading up Netflix.
00:05:13.600 --> 00:05:13.759
Right.
00:05:13.920 --> 00:05:17.600
There's something experiential that's going to happen next, right?
00:05:17.839 --> 00:05:27.839
It also makes me think of the THX when you go to the movie theater and they've got that really amazing surround sound, and you get that movement.
00:05:28.240 --> 00:05:31.920
All of that is kind of experiential to some degree.
00:05:32.079 --> 00:05:45.839
And those are often called sonic branding or sonic logos, where it's not so much a Diddy, but it's more a unique sound specific to that brand.
00:05:46.000 --> 00:05:51.439
I grew up with like the NBC Peacock, for example, which is only three notes.
00:05:51.759 --> 00:05:54.720
It's not a song, but it's absolutely iconic.
00:05:54.800 --> 00:05:58.800
And you knew when you heard that that you were on the NBC channel.
00:05:59.120 --> 00:06:00.560
So I love this.
00:06:00.720 --> 00:06:12.160
I think it's really interesting for businesses to think about music or sonic logos as part of their branding because it's not necessarily intuitive.
00:06:12.399 --> 00:06:20.639
Companies focus a lot on, okay, you know, here's our visual identity, this is what our logo looks like, here's our tagline.
00:06:21.519 --> 00:06:29.920
But I think music is becoming more and more important because marketing is becoming more and more multi-channel.
00:06:30.639 --> 00:06:40.560
So it could be social media shorts, it's going to be, you know, maybe you're on local television because now you can hypermarket into local TV.
00:06:41.120 --> 00:06:52.639
Anything that you're doing with videos on your website, and more and more companies are creating their own media channels so that they can control the message out to their audiences.
00:06:52.800 --> 00:07:03.040
So I think these things are kind of really coming into alignment, and even small companies can be thinking about what they want to do from a sound perspective.
00:07:03.199 --> 00:07:05.759
So I think that's really profound.
00:07:06.240 --> 00:07:06.639
Yeah.
00:07:06.800 --> 00:07:07.040
Yeah.
00:07:07.199 --> 00:07:17.519
It's um it definitely enhances the medium that you're working in, like as you said, shorts or commercials and whatnot.
00:07:17.759 --> 00:07:29.040
It applies an extra level psychologically to when you're listening or watching anything, especially as we get into this more digital world, right?
00:07:29.439 --> 00:07:35.920
A lot of the way that marketing happens, you know, you're not handing out flyers anymore like back in the day, you know.
00:07:36.160 --> 00:07:55.680
You can you still take out like newspaper ads and whatnot, like those still like have some benefit, but most people are consuming media digitally on their phone or computer, so you have that chance to add that extra level to your brand into what you're trying to get out there.
00:07:56.160 --> 00:08:06.720
You know, it taps into memory for people because just looking at something, you know, you look at it and you're like, oh, okay, it's this.
00:08:06.879 --> 00:08:20.319
You know, it you pass by it, it doesn't really get registered too much into your head, but a jingle that is catchy, like McDonald's or something.
00:08:20.959 --> 00:08:21.199
Right.
00:08:21.839 --> 00:08:29.120
Something like that, your brain latches on the sound a lot stronger than it does to sight, to what it sees.
00:08:30.000 --> 00:08:30.720
Very interesting.
00:08:31.120 --> 00:08:44.240
If you can take that, what you see and you can enhance it with your other senses, because the more senses you have that are being utilized, the better chance that it's actually gonna sink in and people are gonna be able to fully register it, you know.
00:08:44.399 --> 00:08:57.759
Because we're talking about a day and age of where everything is so short, you know, day of like reels and whatnot, to where catching people's attention within a short span of time, like 30 to you know 90 seconds, that's where we are now.
00:08:57.919 --> 00:09:03.279
And just by showing something on the screen is usually not going to be enough.
00:09:03.360 --> 00:09:05.360
Most people will just scroll by it.
00:09:05.679 --> 00:09:11.039
But with the extra sound in there, you know, you can really bring it to life kind of deal.
00:09:11.279 --> 00:09:16.159
Uh and it lets the viewers really, as I keep on saying it, but they they latch on.
00:09:16.240 --> 00:09:24.559
And that's really what we're trying to go for with sound, it'd be like, oh yeah, that that brand, you know, they they do this because of their jingle going blah blah blah blah blah or what whatever, you know?
00:09:24.879 --> 00:09:25.360
I love that.
00:09:26.080 --> 00:09:28.159
As soon as you hear it, it you just just register it.
00:09:28.240 --> 00:09:30.240
You know, it's it's like it's like smell.
00:09:30.799 --> 00:09:34.559
So of our five senses, scent is the strongest one.
00:09:34.799 --> 00:09:42.080
There's been studies about smelling something and getting memories brought back up, right?
00:09:42.159 --> 00:09:52.639
You you know, you smell a certain thing and it reminds you of, oh, this smell reminds you of the time that I went mud diving in Arizona, and it's like, but dude, it's just cat poop, you know?
00:09:52.799 --> 00:10:04.159
But it's like it's it's just like if if it connects to such a strong memory and it's such like a distinct smell, okay, like your your brain will commit that to some level.
00:10:05.120 --> 00:10:10.159
And sound it is one of the other strong ones.
00:10:10.320 --> 00:10:21.519
So they're all the say eyes are all strong, like all of our senses are strong, but some of them are stronger than others in terms of the psychology behind what we're going for with businesses.
00:10:21.679 --> 00:10:30.159
And smell is a big one, you know, like bakeries pumping out sweet cookie smells, you know, and people smelling like oh, that smells good.
00:10:30.240 --> 00:10:31.120
Where is that coming from?
00:10:31.200 --> 00:10:36.080
Like that's an entire that's basically an advertisement without having to make an advertisement right there.
00:10:36.399 --> 00:10:36.559
Right.
00:10:36.799 --> 00:10:42.720
You know, so the same idea applies with sound because imagine it, right?
00:10:43.120 --> 00:10:48.320
When you hear the roar of a bear, you register that as, you know, oh, that's danger.
00:10:49.919 --> 00:10:54.399
The same kind of sensation occurs when you hear something that you like.
00:10:55.039 --> 00:11:00.320
So you hear a jingle that touches you in that way where it's like, oh, that was that was a nice little jingle.
00:11:00.399 --> 00:11:20.080
And then you just like sing it to yourself in your head or whatever, you know, that it does the same thing because it puts it into your mind, even if you didn't see it, you heard it and it's strong enough to make that connection to where I heard that, it's this, you know, I I like that kind of deal.
00:11:21.120 --> 00:11:22.399
Okay, that's beautiful.
00:11:22.639 --> 00:11:40.720
I I think we all have those favorite brands that you know touch us in some way where we've created almost a, you know, either a brand affinity or a strong kind of fanatic approach to a brand.
00:11:41.039 --> 00:11:52.399
And I think if we were to take an inventory of those brands that we love most, they probably are using different senses in order to attract us as customers.
00:11:52.960 --> 00:12:00.399
I think back to, you know, stores like Hollister would have all of the cologne scents, you know.
00:12:00.559 --> 00:12:13.279
So when you went in there, it was an experience of lighting, there was an experience of music, and then there was the experience of scent, was all part of the Hollister experience in the store, right?
00:12:13.679 --> 00:12:24.000
It builds the experience, you know, they're using multiple senses there, you know, because you're looking around, they have displays out for you to look at, and along with the lighting, the ambience.
00:12:24.240 --> 00:12:29.039
So that's that's using your your eyes, your sense of um sight.
00:12:29.279 --> 00:12:34.080
They use your sense of smell by, as you said, pumping in all the uh cologne and whatnot.
00:12:34.240 --> 00:12:39.759
So that's two ways that they're you know tapping into you, trying to lure you in.
00:12:39.919 --> 00:12:49.600
And then there's of course like the music background, you know, that it's not forward to where it's what you're thinking of, but it adds to the experience because it adds background sound, you know.
00:12:50.080 --> 00:12:54.720
We like to hear something, you know, it's the reason why white noise machines exist.
00:12:54.960 --> 00:13:04.159
You know, people, our brain likes it, and then of course, like they'll eventually filter it out, but it's one of those things where once you remove it, it feels weird.
00:13:05.759 --> 00:13:11.759
You don't realize how um important sound is until it's removed.
00:13:11.919 --> 00:13:20.639
So go into something like an anechoic chamber, you know, you go in there and you won't be able to hear that much stuff.
00:13:20.799 --> 00:13:30.000
In fact, one of the best anochoic chambers is so good that you can actually hear your own heart beat because all the other sound is gone.
00:13:30.159 --> 00:13:33.279
But that sound is inside of you reverberating through your body.
00:13:33.600 --> 00:13:36.320
So there's no way to actually like fully get rid of that.
00:13:36.720 --> 00:13:41.519
It's just so suppressed by all other sounds that your brain just filters it out.
00:13:41.679 --> 00:13:44.720
But when all the other sounds gone, it's all you have.
00:13:46.960 --> 00:13:52.799
Not a lot of people can actually stand it that because not so much because they're hearing their own heartbeat.
00:13:52.879 --> 00:14:01.279
I mean, that of course will bother some people, but the bigger issue is actually the lack of sound, it because you're depriving a sense.
00:14:02.799 --> 00:14:03.600
Very interesting.
00:14:03.840 --> 00:14:04.080
Yeah.
00:14:04.399 --> 00:14:14.080
So depriving yourself of that sense that you use almost all the time, if not all the time, because you can't really turn off your ears naturally.
00:14:14.320 --> 00:14:20.159
So to not have access to sound is very daunting.
00:14:21.679 --> 00:14:23.440
Okay, very interesting.
00:14:23.759 --> 00:14:24.799
Very interesting.
00:14:25.039 --> 00:14:36.399
It's interesting because when you're talking about specifically, I'm thinking about what you said about McDonald's, because McDonald's has the jingle, they have different versions of it.
00:14:36.639 --> 00:14:47.759
They have like a little jingle that's just, you know, just the notes with one or two digital instruments, and they just tack it on to the end of a short or something.
00:14:48.000 --> 00:15:05.200
And then they've got more of a longer versions that have the voice added to it, and then they have other versions where it's part of the soundscape for an entire 30-second commercial or 22-second commercial, and that sound is there.
00:15:05.360 --> 00:15:17.200
It also makes me think about how just as you have different versions of your logo that you use in different environments for different purposes, the same thing can happen with sound.
00:15:17.360 --> 00:15:39.600
You can have like a really short sound bite piece of it, you can have a longer piece with or without voice, or with or without certain kinds of instrumentation, and then there can be like a longer, bigger part of it that you would use in something like commercials or on your website, in your podcasts, all of that sort of stuff.
00:15:39.759 --> 00:15:56.960
So I think thinking of it as not just one thing, but if you go into this concept of bringing music to your brand, think about all the different scenarios where you might want to enhance that experience with sound.
00:15:57.679 --> 00:16:00.879
And it doesn't have to be one singular thing.
00:16:01.200 --> 00:16:17.039
As long as those family of sonic elements go together, they can still create that resonance, even when the medium itself might be very different, different lengths, different approaches, different environments.
00:16:17.279 --> 00:16:23.840
I like the idea of thinking of it as a collection versus, you know, one singular thing.
00:16:24.159 --> 00:16:24.559
Right.
00:16:24.720 --> 00:16:27.200
Yeah, because it can be it can be multiple things.
00:16:27.279 --> 00:16:34.799
You don't have because you can have like with McDonald's, they have that little jingle, but it's they're able to change it, expand upon it.
00:16:34.879 --> 00:16:48.399
You know, they have what we would call a sound palette, of where they have specific sounds and specific gestures that they can do to evoke the idea that it's McDonald's related.
00:16:49.120 --> 00:17:01.200
You know, and this also ties into something that music can do with your brand, which is help with indicators, like subconscious indicators of what people you're trying to attract.
00:17:02.159 --> 00:17:04.000
You know, so that makes sense.
00:17:04.799 --> 00:17:11.359
An example being Chevrolet using ACDC back in black.
00:17:12.319 --> 00:17:12.640
Right?
00:17:12.880 --> 00:17:20.319
You know, it's A C D Caldery, they are fantastic, but ACDC is like classic dad rock.
00:17:20.640 --> 00:17:21.440
You know, it is.
00:17:21.920 --> 00:17:35.759
So it kind of they don't say it, but it's it helps point towards the direction that their target audience is more so for guys in their um like middle age, like 40 to 60.
00:17:36.079 --> 00:17:42.240
Okay, they're not they're not looking for teenagers, they're not looking for like the elderly per se.
00:17:42.400 --> 00:17:50.079
Right, you know, so they're looking for like a specific group of people that would be in need of a truck like that.
00:17:50.400 --> 00:17:57.279
Because they're playing music that they'll like, because you play a song that they'll like, they're gonna be like, oh, I'll just listen to the commercial just for the music, you know?
00:17:57.440 --> 00:18:00.960
Like, how often have you heard that before for like something?
00:18:01.519 --> 00:18:02.799
Yeah, I I love that.
00:18:02.880 --> 00:18:20.319
So, as marketers, you're trained to think about your ideal customer profiles, and you're trained to kind of figure out how to get in their heads and understand their preferences and and what's meaningful to them and how you can resonate your messages with them.
00:18:21.119 --> 00:18:23.599
And so it sounds like that's part of it.
00:18:23.759 --> 00:18:34.000
So Chevy Trucks obviously has a very clear ideal customer profile or ICP, and then they've tied the music into it.
00:18:34.240 --> 00:18:42.720
You know, a lot of um smaller companies, obviously, they aren't going to be able to necessarily license a big sound like that, right?
00:18:42.880 --> 00:19:20.480
So, you know, something that's hot right now is Ozempic, and Ozempic uses an actual song, and then they've repurposed it for their brand, and it kind of brings, when you were talking about earlier, this concept of memory and how it can be used to kind of hook someone in, they're leveraging existing memories of a song that has already been in people's lives for decades, and then bringing it to their brand to help create that resonance and that recognition, associating themselves with that sound.
00:19:20.640 --> 00:19:23.359
So it sounds like Chevy's doing that same thing.
00:19:23.599 --> 00:19:26.319
Everybody knows the song, right?
00:19:27.279 --> 00:19:33.759
You know, everybody knows the song unless you're maybe 14 or younger, but everybody else knows it.
00:19:34.000 --> 00:19:40.160
And so leveraging that and bringing that to your brand is great, but small companies can't do that.
00:19:40.319 --> 00:19:56.640
So, really, what we're talking about for maybe the ideal audience for executive edge cast would be people creating their own soundscape, their own Sonic logos, their own music as part of their branding.
00:19:56.799 --> 00:20:04.319
And then they don't have to worry about licensing it or paying a fee every single time it appears in an ad or appears on social.
00:20:05.200 --> 00:20:09.279
They get to basically invest in it, but then own it for life.
00:20:09.599 --> 00:20:10.000
Right.
00:20:10.319 --> 00:20:14.160
Because doing that creates your own unique sonic identity.
00:20:14.400 --> 00:20:28.960
While music licensing and you know taking music and then repurposing it for your brand, like what Ozempik did, that's something that bigger companies can do because you know that that costs some serious money to be able to get some rights to that.
00:20:29.279 --> 00:20:44.079
But that shouldn't take away from the idea of getting a unique sound because a unique sound will always not only be yours, but it'll always be considered part of that company.
00:20:44.400 --> 00:20:57.039
People listen to, like, for example, like Chevy Back in Black, people hear the commercial and they're seeing the Chevy's, but they're also hearing ACDC to where they'll think about ACDC as well, not just Chevy.
00:20:57.920 --> 00:21:03.039
You're sharing it with that, with that band or with the producer, whoever owns the rights to it.
00:21:03.359 --> 00:21:06.960
Whereas with your own, you have everything.
00:21:07.119 --> 00:21:09.759
People hear it and they only think of you and the company.
00:21:10.559 --> 00:21:22.240
You know, like as we s touched upon earlier, THX, you know, they have a a sound sonic brand or sonic identity where you hear that sound and all you think about is THX.
00:21:22.319 --> 00:21:25.759
You know, there's nobody else has it, nobody else does anything like it.
00:21:25.839 --> 00:21:27.119
It's just THX.
00:21:27.200 --> 00:21:30.880
So you hear it and it you think about them, you know?
00:21:32.160 --> 00:21:41.119
Same thing with Netflix and their little sound and McDonald's, you know, because those are all unique jingles or sound brands for those companies.
00:21:41.200 --> 00:21:43.039
You know, they don't share it with anybody else.
00:21:43.119 --> 00:21:46.960
So as soon as you hear it, it's boom, it's it's that company.
00:21:47.920 --> 00:21:48.480
I love it.
00:21:48.640 --> 00:21:49.119
I love it.
00:21:49.279 --> 00:21:59.759
So everything that we've talked about so far has been in the context of creating a brand and really helping companies understand it from that perspective.
00:22:00.160 --> 00:22:01.039
Perspective.
00:22:01.279 --> 00:22:05.839
But we also touched briefly on the concept of environmentals.
00:22:06.160 --> 00:22:12.480
And when we were prepping for this podcast, one of the things that you mentioned was Rainforest Cafe.
00:22:12.640 --> 00:22:17.599
And so they have a more of a soundscape than a music track.
00:22:17.759 --> 00:22:24.640
So maybe share a little bit about that and kind of what your thoughts are on soundscapes, not just branding music.
00:22:24.960 --> 00:22:25.279
Right.
00:22:25.599 --> 00:22:36.079
So with a soundscape like that, you're enhancing the atmosphere and experience of being within that brand or company.
00:22:36.240 --> 00:22:42.960
This isn't really something that can apply to like Google per se, because you can't go into Google.
00:22:43.119 --> 00:22:44.480
It's, you know, it's a computer program.
00:22:44.720 --> 00:22:48.559
You can go to like Google headquarters, but it's just going to be headquarters.
00:22:49.039 --> 00:23:06.000
But for companies that, you know, where you walk into like shops or sit-down restaurants like Rainforest Cafe, you have the chance to create an atmosphere there that pulls people in to create a unique experience to that company.
00:23:06.240 --> 00:23:12.319
You know, Rainforest Cafe, you know, they do all animals and whatnot, but they also do rainforest sounds.
00:23:12.480 --> 00:23:16.880
So you get immersed into a rainforest almost.
00:23:16.960 --> 00:23:20.880
You know, it's it's on the darker side inside the sitting area.
00:23:21.039 --> 00:23:33.119
There's trees everywhere, leaves, you see monkeys and elephant, whatnot, like hanging around, and you hear all the sounds, and it just creates a unique experience that you always remember as rainforest cafe.
00:23:33.200 --> 00:23:38.880
You know, you're not gonna go in in the FUDRuckers and have the same experience, you know, you're gonna get a different experience.
00:23:39.200 --> 00:23:39.759
That's right.
00:23:39.920 --> 00:23:45.359
You know, the best company that does this is Disney, for example.
00:23:47.200 --> 00:23:53.599
They're the best company that does a lot of things when it comes to branding, they just really have it down to a science.
00:23:54.000 --> 00:24:00.319
Yes, and they I would go as far as to say, exploit our love of sound and music.
00:24:00.799 --> 00:24:02.160
They're they're just so good at it.
00:24:02.480 --> 00:24:05.680
You hear the Disney jingles, and it's just like instantly it's Disney.
00:24:06.000 --> 00:24:10.400
It's always made in such a certain way that gives this magical feeling.
00:24:11.039 --> 00:24:30.960
And you hear that in the parks when you're there, you know, the music with all the costumes, seeing everybody, like Mickey Mouse and whatnot, walking around, seeing Cinderella's castle, like it all goes together and it just creates a magical experience.
00:24:31.279 --> 00:24:42.160
But it really wouldn't be the same if the music they were playing was like Led Zeppelin, you know, because then it just doesn't feel like Disney.
00:24:42.400 --> 00:24:48.720
It doesn't feel like Disney, though I have to admit Led Zeppelin is one of my favorite bands, but that's another story.
00:24:50.480 --> 00:24:54.559
But there's a time and place for everything within marketing and business.
00:24:55.039 --> 00:25:05.759
I have a question for you because again, our target audience with Executive Edgecast, they're gonna be small and medium-sized businesses, but uh it's kind of interesting.
00:25:06.000 --> 00:25:20.559
So here in Florida, there's a company that focuses on kind of coastal style furniture, like really beautiful high-end furniture, but with a very specific vertical vibe.
00:25:21.200 --> 00:25:26.799
And when you go through their front doors, you're met with calypso music.
00:25:27.039 --> 00:25:27.599
Right.
00:25:27.839 --> 00:25:35.359
It's very soft, they don't have it blaring, it's an undertone of calypso music.
00:25:35.440 --> 00:25:35.599
Right.
00:25:35.839 --> 00:25:39.759
So when you go in there, you're you're feeling something experiential.
00:25:39.920 --> 00:25:51.200
So even a smaller company, and I would say they're probably, you know, they're a multimillion dollar company, but it's a single store, it's not a big franchise brand or anything like that.
00:25:51.440 --> 00:26:13.119
And so even just having a way that you use music in your environmentals, if you have a physical storefront of some sort to create that kind of emotional feeling with people where they associate your experience with essentially a vibe, right?
00:26:13.279 --> 00:26:18.240
There's a vibe when they experience your store or your restaurant.
00:26:18.559 --> 00:26:18.960
Yeah.
00:26:19.200 --> 00:26:27.920
You know, I think that that can be something that can be really, really special and is something that is attainable even for smaller companies.
00:26:28.160 --> 00:26:28.480
Yeah.
00:26:28.720 --> 00:26:30.079
And vibes matter.
00:26:30.319 --> 00:26:36.880
We say vibes, but it's really more so of a subconscious impact, is what we're talking about.
00:26:37.200 --> 00:26:53.279
Because, for example, like for commercials or advertisements for like smaller companies and whatnot, what you play in the background will subconsciously give the viewer an idea of what you're going for and what kind of vibes it is.
00:26:53.440 --> 00:27:08.960
Think about whenever you see like a medical commercial dealing with like a medical drug, you know, most of them have like nice, calming music, like slightly upbeat to create like this you know, relaxed vibe almost.
00:27:09.279 --> 00:27:19.200
And the reason why is because they're trying to subconsciously tell you this is non-threatening, this is helpful, you know, we're this is to help you kind of deal.
00:27:19.359 --> 00:27:29.519
Because if they add in the danger, like they've if they add music that makes it sound more aggressive, it'll give an entirely different vibe to the whole commercial.
00:27:30.240 --> 00:27:30.559
Yeah.
00:27:30.880 --> 00:27:38.160
You know, like I I'm not sure I would buy, you know, a pharmaceutical drug if they were playing like Death Grips.
00:27:39.599 --> 00:27:40.000
Right?
00:27:40.319 --> 00:27:42.319
You know, it's it just doesn't fit.
00:27:42.799 --> 00:27:43.599
It doesn't fit.
00:27:43.680 --> 00:27:44.079
That's right.
00:27:44.240 --> 00:27:57.680
And the same thing goes for like children's toys commercials where they're playing like almost childish music where it's whimsical, you know, and they're using higher pitched instruments like a Glockenspiel, which is like a little bells and whatnot.
00:27:57.759 --> 00:28:03.759
You know, it gives the sensation for especially for adults that you know it's more kid-oriented.
00:28:04.160 --> 00:28:08.559
And for kids, they just hear it and they, you know, it's it just sounds good to them.
00:28:08.640 --> 00:28:10.559
They they they just like it, you know.
00:28:10.720 --> 00:28:15.440
But for them, they're most likely, you know, enamored by the toy on the screen than they are by another.
00:28:15.599 --> 00:28:16.160
Right, right.
00:28:16.400 --> 00:28:17.200
Right, right.
00:28:17.440 --> 00:28:18.400
Interesting.
00:28:18.799 --> 00:28:27.680
What advice do you have for a company that might be looking at bringing sound into their experience?
00:28:28.240 --> 00:28:31.440
How might they get started with that concept?
00:28:31.680 --> 00:28:41.039
And also, if they want something custom, how might they get started with you know a custom soundscape or a custom sonic branding?
00:28:41.119 --> 00:28:42.640
How does that go?
00:28:43.200 --> 00:28:50.880
So for smaller companies incorporating a sonic identity, you can start out small.
00:28:51.119 --> 00:29:03.839
You can take your initial logo, like your splash screen, that you put on your advertisements and whatnot, and you can start off with just a little jingle to go along with that.
00:29:04.079 --> 00:29:13.920
It doesn't have to be long, it doesn't have to be huge, it just has to be just something that adds a little bit of extra flavor that can catch people's attention to draw to it.
00:29:14.720 --> 00:29:15.039
Okay.
00:29:15.359 --> 00:29:18.480
Same thing with background music in their advertising.
00:29:18.960 --> 00:29:23.680
They can just add something simple and small, it doesn't have to be any big, huge projects.
00:29:23.839 --> 00:29:30.960
It's just as long as there's something there to help enhance what they're putting out there.
00:29:31.599 --> 00:29:31.920
Okay.
00:29:32.480 --> 00:29:35.279
So not everybody knows this, so I'm gonna share it.
00:29:35.440 --> 00:29:39.279
And um, some people listening will know it, but some people won't.
00:29:40.000 --> 00:29:46.400
Music tends to be copyrighted, and the people who own the music own the sound.
00:29:47.200 --> 00:29:57.759
And what that means is you are not supposed to and cannot legally use that sound as your own.
00:29:58.079 --> 00:30:12.400
So I know it's very easy now with digital tools and social media tools to sample music from other creators and to go and try and pull that into your logo identity, but you actually can't do that.
00:30:12.480 --> 00:30:17.119
So the folks at Chevy, they paid to be able to use ACDC.
00:30:17.440 --> 00:30:17.920
Yeah, right.
00:30:18.240 --> 00:30:19.920
You have to pay to be able to use those songs.
00:30:22.079 --> 00:30:22.319
Right.
00:30:22.559 --> 00:30:22.799
Right.
00:30:23.039 --> 00:30:27.200
Ozempic paid to be able to use the it's magic song.
00:30:27.599 --> 00:30:42.079
So I think it's important for people to understand if they're gonna try and do sound for their small or medium-sized business, it's important to work with someone like Jesse to go and create your own.
00:30:42.319 --> 00:30:52.480
And there are some online tools, and we're gonna have a future podcast where we're gonna talk more about the actual production of sound and and music for brands.
00:30:52.640 --> 00:30:55.519
And we'll get into that in a in that future episode.
00:30:55.759 --> 00:31:14.160
But just the cautionary tale for people to not just go and scrape something off the internet and try and use it as their own sound, because we certainly don't want to see anybody getting in trouble for trying to mimic what the big brands do, but without the understanding that content is actually owned by people.
00:31:14.400 --> 00:31:14.640
Right.
00:31:14.880 --> 00:31:16.799
Definitely don't want people to get the wrong idea.
00:31:16.960 --> 00:31:21.759
When we talk about using stuff that's already made, that's through licensing and whatnot.
00:31:21.839 --> 00:31:24.720
You know, you have to pay some big money to be able to use that.
00:31:24.880 --> 00:31:28.799
Pre-existing stuff costs a lot more than getting something originally done.
00:31:30.720 --> 00:31:31.839
Yeah, that makes sense.
00:31:32.079 --> 00:31:40.240
The biggest thing that people worry about when they hear, like, you know, getting something originally done is like, oh, they will have to do royalties and stuff to that writer.
00:31:40.400 --> 00:31:50.720
And it's like, sure, you may have to, but it'll never be a huge amount and it'll never amount to the same sum as it would be for licensing something.
00:31:50.960 --> 00:32:00.160
Because even when you license like Ozempic or back in Black Vishevy, chances are there's still some sort of royalty revenue that they have to pay alongside that.
00:32:00.319 --> 00:32:09.200
So they had an even larger down payment, and then most likely an even larger royalties to pay off as they use it.
00:32:09.359 --> 00:32:21.680
Whereas if you get something originally done by someone like myself, it'll most likely be an upfront payment that'll be a lot less than what you'd have to pay to use somebody else's music.
00:32:22.000 --> 00:32:23.200
It would be yours.
00:32:23.519 --> 00:32:26.480
You'd be able to use it any way you'd want.
00:32:26.640 --> 00:32:34.000
You can change it up, you can give it to other people to make different remixes of, you know, and it'll all be yours.
00:32:34.319 --> 00:32:35.680
Remixes are really big.
00:32:36.000 --> 00:32:44.880
Remixes are really big right now where people will take something and you know, create a social post around it or whatever.
00:32:45.039 --> 00:32:48.160
So I, you know, those kinds of things also have resonance.
00:32:48.240 --> 00:32:59.839
It's nice to see that kind of creativity happening that can further the brand, further the reach of the brand, because you've created it in a way that other people can amplify.
00:33:00.160 --> 00:33:00.559
Right.
00:33:00.720 --> 00:33:05.519
You know, that also ties into something else that having your own music can do for you.
00:33:05.680 --> 00:33:11.440
And this isn't something that you yourself as the company can really push or work on.
00:33:11.680 --> 00:33:18.240
It just happens organically, especially better chances if you have your own material, which is means.
00:33:20.160 --> 00:33:28.880
To put simply, because music that pre-exists, people have heard, you know, people will make jokes about it and whatnot, but that'll be separate.
00:33:29.200 --> 00:33:45.440
Whereas if you make something for your company that is for you, and somebody takes it and makes a joke out of it, that amplifies your reach immensely because then you got a lot of people looking at it just for entertainment, not just as an advertisement, right?
00:33:45.920 --> 00:33:47.440
Interesting, interesting.
00:33:47.680 --> 00:33:53.200
So Burger King made an ad where they're like Whopper, Whopper, Whopper, Whopper Jr.
00:33:53.920 --> 00:34:01.920
And somebody made a meme of it where they put that to Harder, Better, Faster, Stronger by Daft Punk.
00:34:02.160 --> 00:34:03.200
Daft Punk, yeah.
00:34:03.599 --> 00:34:07.279
We'll put a link in the description for people to check it out.
00:34:07.519 --> 00:34:09.039
But it's no, it's pretty good.
00:34:09.119 --> 00:34:15.039
It's it's funny, and of course, it's gonna it's a little dumb, but that's the whole point of it being entertaining, you know.
00:34:15.840 --> 00:34:44.400
That's actually making me think of a potential like gorilla marketing activity, which would be you put out your sound, put it out on your social, and then have a contest or something for your followers to say, take our ad, take our music, turn it into something fun and creative, post it on your channel and tag us, and we're gonna pick the best five.
00:34:44.480 --> 00:34:51.440
And for the best five, you're gonna get, you know, 10 meals free or you know, whatever.
00:34:51.760 --> 00:35:02.480
It might be kind of fun to do something like that, just just to kind of expand, expand your brand by getting other people talking about you and talking about your brand.
00:35:02.639 --> 00:35:03.840
Those could be fun.
00:35:05.039 --> 00:35:10.320
It depends on your brand and whether or not you want those kinds of fun things, right?
00:35:10.800 --> 00:35:15.679
So a law firm may not want it, but a restaurant may.
00:35:16.320 --> 00:35:19.119
A funeral home is not gonna want it.
00:35:19.599 --> 00:35:25.360
Probably most likely a funeral home wouldn't want it, but but a clothing store may.
00:35:25.840 --> 00:35:41.440
So, you know, I I think it's a cool idea for people to think about unique ways once they have the soundscape, once they have a branding or a sonic logo, how do you creatively get it out there?
00:35:41.599 --> 00:35:46.800
How do you get it repeated out in the marketplace further than your own reach?
00:35:47.119 --> 00:35:47.280
Right.
00:35:47.360 --> 00:35:48.880
Yeah, how how can you go from there?
00:35:48.960 --> 00:36:02.159
You know, it's a it offers a good way to engage with your community and it, your clientele in like it in another way that could be a bit more fun if that's something that your company could benefit from.
00:36:02.320 --> 00:36:10.960
Like I should say, like, you know, a funeral home probably doesn't want to have like such like an upbeat happy attitude when you know the funeral homes because you know it's a funeral home.
00:36:11.199 --> 00:36:14.880
But right, right, you know, like a kid's store though, that's a different story.
00:36:16.320 --> 00:36:18.639
Yeah, you could do something really fun with that.
00:36:19.199 --> 00:36:20.960
So yeah, I I love that.
00:36:21.119 --> 00:36:29.199
I think there's a lot of opportunities to use music, and it's not something that people just naturally think about yet.
00:36:29.360 --> 00:36:40.159
I think that day is coming because all of these digital tools and AI and whatnot, it's making it easier to attain for those small and medium-sized businesses.
00:36:40.239 --> 00:36:44.000
And I think more and more companies are going to be thinking about these things.
00:36:44.159 --> 00:36:44.480
Yeah.
00:36:44.639 --> 00:36:53.920
And so, you know, I love that you're at the forefront of that and you're composing music and you're creating these kinds of experiences for brands.
00:36:54.079 --> 00:36:56.719
And I think there's just gonna be more of it in the future.
00:36:56.960 --> 00:36:57.679
It's exciting.
00:36:57.920 --> 00:36:58.800
Yeah, I agree.
00:36:58.960 --> 00:37:07.280
And it offers a chance for those smaller companies to stand out amongst the crowd because you're once you're starting out, you know, you don't have as big of an outreach.
00:37:07.360 --> 00:37:09.840
You know, you're gonna mix in with all the other ones.
00:37:10.079 --> 00:37:16.159
But if you can find ways to get you to stick out, yeah, you know, you should take it.
00:37:16.400 --> 00:37:18.239
And music is one of those ways.
00:37:18.480 --> 00:37:24.239
Adding that sound, that extra element, that extra sense can go a very long way.
00:37:24.480 --> 00:37:31.199
And getting your company and your brand further out there to reach a larger audience.
00:37:31.519 --> 00:37:31.840
Okay.
00:37:32.480 --> 00:37:34.000
Yeah, that's beautiful.
00:37:34.320 --> 00:37:51.039
Well, I look forward to our future episode where we talk about how that creative process works and how companies may be able to directly engage and be a part of the process in creating their own soundscape and music with you, Jesse.
00:37:51.280 --> 00:37:55.440
I think that that could be a really cool thing that people should look forward to that episode.
00:37:55.599 --> 00:38:00.000
And, you know, eventually, once both of those episodes are live, we can cross-link them.
00:38:00.079 --> 00:38:00.320
Yeah.
00:38:00.480 --> 00:38:02.559
So that people will be able to see both.
00:38:02.880 --> 00:38:03.519
Yeah, I agree.
00:38:03.599 --> 00:38:04.559
That'd be fun.
00:38:04.880 --> 00:38:05.519
All right.
00:38:05.840 --> 00:38:06.559
Excellent.
00:38:06.800 --> 00:38:23.840
So is there anything that you wish that I asked you today or any final thoughts that you would like to share with the audience about music, jingles, sonic logos, soundscapes, any final things that we'd like to share as a takeaway for folks?
00:38:24.159 --> 00:38:39.199
So, one thing I would say is don't be afraid of taking that extra step with your company to add some sort of sound brand, sonic identity along with your logo.
00:38:39.440 --> 00:38:43.519
Don't be afraid of getting a sonic logo in some way, shape, or form.
00:38:43.760 --> 00:38:48.960
Music can be daunting to those who don't fully understand how it works and how it's made.
00:38:49.440 --> 00:39:06.480
But once you get started like working in it and you know, working with someone who knows how to make the music, you know, it can be a very fun experience for you and the company, you know, to go through that because then you're building a more unique identity for the company in real time.
00:39:06.800 --> 00:39:13.039
And it's something that you'll always be able to listen to or member as something that's part of your company.
00:39:13.599 --> 00:39:17.360
And viewers and consumers will have the same idea.
00:39:17.440 --> 00:39:20.400
Like they hear, it's like, oh, it's you know, I hear that.
00:39:20.480 --> 00:39:24.480
That's definitely Soper Solutions kind of deal, you know?
00:39:24.800 --> 00:39:30.800
So don't be afraid, you know, find somebody who's able to help, you know, and take a shot.
00:39:31.199 --> 00:39:32.239
All right, I love it.
00:39:32.320 --> 00:39:34.000
That's a great takeaway, Jesse.
00:39:34.239 --> 00:39:34.880
Thank you so much.
00:39:35.360 --> 00:39:36.000
No problem.
00:39:36.800 --> 00:39:38.960
All right, Jesse, thank you so much.
00:39:39.119 --> 00:39:50.639
So if people are interested in taking that next step and getting started with a Sonic logo or a soundscape or custom music, how do they reach out to you?
00:39:50.719 --> 00:39:51.920
How do they get a hold of you?
00:39:52.239 --> 00:39:58.079
Yeah, if if they're looking to reach out and want to talk more, they can reach me on LinkedIn.
00:39:58.159 --> 00:40:02.800
They can shoot me an email at jaywalsh at soapersolutions.com.
00:40:03.360 --> 00:40:08.159
Or you can check out the Sopersolutions website under the Creative Services.
00:40:09.039 --> 00:40:10.320
All right, fantastic.
00:40:10.400 --> 00:40:15.360
And we'll put links to those in the show notes, of course, to make it easy for people to click on.
00:40:15.679 --> 00:40:16.880
Yeah, absolutely.
00:40:17.119 --> 00:40:18.159
Okay, excellent.
00:40:18.320 --> 00:40:20.159
Well, thank you so much for your time, Jesse.
00:40:20.480 --> 00:40:21.760
Appreciate you very much.
00:40:22.000 --> 00:40:22.639
Thank you, Mark.
00:40:22.960 --> 00:40:24.159
And it's been a great show.
00:40:24.239 --> 00:40:25.199
I really appreciate it.
00:40:25.360 --> 00:40:26.000
Yeah, no problem.
00:40:26.239 --> 00:40:26.960
Thank you for having me.
00:40:27.519 --> 00:40:28.880
All right, thank you.
