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Articles by Joel Beckerman
¿Qué hace que una canción sea "la del verano"? Ritmo y TikTok
Cada año, hay una canción que, de alguna manera, se cuela de los auriculares de un adolescente a la lista de reproducción de pilates de mi madre. Ya sabes, esa canción que suena en las azoteas y se cuela en tu subconsciente a través de los radios de los coches y las publicaciones de TikTok. A principios de agosto, está en todas partes: ineludible, innegable y, de alguna manera, todavía es un éxito. ¿Es posible crear una canción con la fama del verano en mente?
Oscars Broadcast: Sonic Branding or Sonic Trash?
by Joel Beckerman, Founder + CEO In the glamorous cacophony of the 2024 Oscars, amid the shimmering gowns and the tearful acceptance speeches, lurked a less conspicuous yet equally pervasive spectacle: the parade of Sonic Branding in the commercial breaks. As brands battled for the spotlight, their audio signatures echoed through our living rooms, begging the question: are we experiencing a renaissance of Sonic Logos or simply drowning in Sonic Trash?
The Weird Connections Between Hearing and Taste
Sound guides us every moment of every day. In many interactions, we gather troves of sonic input about people or things long before we form opinions about appearances. We get information from sounds, even the smallest ones, and that information is combined with the emotions those sounds make us feel, or the past experiences they make usrecall. But what’s surprising is that sound, in addition to its power to elicit all sorts of memories and emotions, can actually affect our perceptions of flavor.
Why It's the Perfect Time for Marketers to Think Like Producers
Here is a list of shows we're bingeing, can't-miss celebrity social media and live-streams, and DTC brands getting us through WFH and "safer from home." Actually, this is not that at all. Sorry. As physical gatherings remain limited and the economy remains uncertain, people are watching, sharing-and-following, and shopping from home at unprecedented rates. Good news for content distributors and creators, Amazon and DTC brands, right? But is it good news for most marketers? Maybe not.
10 Great Album Covers, Chosen by Kerri Mahoney
Since the age of 12, I've been entranced by album cover artwork. I love it all, from scrappy, Xeroxed DIY 7-inch records to high-budget special packages. From a design perspective, there's much to learn from a full range of production. Making a living creating artwork for musicians is a genuine thrill for me. Even more thrilling is witnessing the resurgence of vinyl, and seeing younger generations enjoy the holistic experience of the recording package. Here are 10 album covers that inspire me deeply:
Is the Jingle Dead? Not All Sonic Branding Is Created Equal
Sonic branding is a hot topic in our industry. However, there is a deep misunderstanding about what, exactly, it is. The truth is that real sonic branding is not one-size-fits-all. There are as many possible sonic programs as there are brands in the world, but truly great programs are built to create emotional equity and heighten the experience for every individual brand. Where do you begin unlocking these opportunities? Here's a hint: Real sonic branding is about concepts, not just musical notes.
Stella Artois and M. Ward Just Made the Feel-Good Ad of the Summer
"What a day for a daydream…" Stella Artois spins a high-stepping, infectious counterpoint to our intense times in a music video that celebrates carefree days of summertime fun. Indie folk singer M. Ward updates the 1966 Lovin' Spoonful hit "Daydream" to fine effect, in a duet with Alia Farah. Dancers whirl across sunny streets and rooftops. Eva Longoria, Blake Griffin and Liev Schreiber make cameos and meet their breezy, laid-back summer selves.
The Importance of Sound in Creating a Cleaner and Safer World
In this opinion piece, Joel Beckerman makes the case for why and how sonic tech will be a key to arresting the spread of viruses and disease in everyday consumer experiences In a post-COVID world, we’re now keenly aware of how many doors we’ve touched, screens we’ve tapped and buttons we’ve pushed. Over the past few weeks, it has occurred to me dozens of times that an action I’ve taken with my hand—to push or press or swipe—could have been cued auditorily, eliminating the need for contact.
Why Copy Is Critical in a Post-Covid World
Twitter decides its people can work from home "forever." Gov. Cuomo wonders if we really need physical schools after all. Businesses are told they "must jump years" in the quality of their digital experiences if they're to survive. If you're not tired of the phrase "new normal" already, you soon will be. What does it mean for you? What will your customers be looking for in the years ahead? How much will you have to adapt to Whatever Comes Next?
We Americans: Thoughts on Love, Hate and Protest Music
I grew up in a musical household. My parents had an impressive vinyl collection and a "hi-fi" (as "things that played music" used to be called), to which we had constant access. Albums and cassettes were staple birthday and Christmas gifts, when we weren't spending our lawn-mowing/paper route money on them at the analog ancestor of iTunes and Spotify, aka "the record store." This was in the white-bread suburbs of Boston.
The Case for Finally Cleaning Your Desk
The physical environment of the workplace has a significant effect on the way that we work. When our space is a mess, so are we. That is certainly true from a simple logistical perspective: we lose precious work minutes every time we go searching for a lost paper on a cluttered desk. The same is true for those of us who have succeeded in becoming paperless at work: one international survey showed that information workers lose up to two hours a week fruitlessly searching for lost digital documents.
What to Do When You're Overcommitted at Work
We’re all overcommitted at work. The habit of saying “yes” to every project that comes your way is a tough one to break. Sometimes you might not have a choice, but even when you do, you still find yourself overcommitting. Luckily, there are ways to prioritize the opportunity and manage your time. For more, read 6 Strategies to Stop Overcommitting at Work
Muting Unwanted Noise in an Open Office
Ah, the open-plan office, that shining example of egalitarian design, the great leveler of the corporate caste system. Just one problem: there’s no privacy. Open-plan offices are distractingly noisy. Their intended purpose is to boost collaboration and productivity, but these designs have actually done quite the opposite. Research shows that open-plan workspaces damage employees’ attention spans, stress levels, short-term memory, productivity, creative thinking, and satisfaction.
Using Sound as a Device to Alleviate Stress and Anxiety
What if your brand owned the sound of safety? Stay with me here. We exist in a unique time on this planet. We’ve never actually been safer while feeling less safe. Consumers are in a constant state of anxiety. Who can access my private information? Is my neighborhood safe? Are my children safe at school? Can I afford what I need? In an analog world, the sound of a door clicking into place brings peace of mind.
5 Strategies for Getting More Work Done in Less Time
You’ve got more to do than could possibly get done with your current work style. You’ve prioritized. You’ve planned. You’ve delegated. You’ve tried to focus. The next frontier is increasing your efficiency so that you can spend less time and still do a good job. Exactly which strategies will work best for you will vary person-by-person and situation-by-situation.
D.LIVE Laguna -- The Wall Street Journal's Exclusive Tech Conference
These deep learning breakouts give attendees an opportunity to dive into topics driving tech conversations today like artificial intelligence, investing in China and building a culture. These sessions are led by leading minds in the industry who share fresh intelligence from the front lines. BUILDING COMPANIES THAT WORK Culture is, increasingly, a prime differentiator between companies that succeed and those that fail.
Muting Unwanted Noise in an Open Office
Ah, the open-plan office, that shining example of egalitarian design, the great leveler of the corporate caste system. Just one problem: there’s no privacy. Open-plan offices are distractingly noisy. Their intended purpose is to boost collaboration and productivity, but these designs have actually done quite the opposite. Research shows that open-plan workspaces damage employees’ attention spans, stress levels, short-term memory, productivity, creative thinking, and satisfaction.
The Weird Connections Between Hearing and Taste
Sound guides us every moment of every day. In many interactions, we gather troves of sonic input about people or things long before we form opinions about appearances. We get information from sounds, even the smallest ones, and that information is combined with the emotions those sounds make us feel, or the past experiences they make us recall. But what’s surprising is that sound, in addition to its power to elicit all sorts of memories and emotions, can actually affect our perceptions of flavor.
Glass Jaw: A Manifesto for Defending Fragile Reputations in an Age of Instant Scandal: Eric Dezenhall: 9781455582976: Amazon.com: Books
In an age when scandal can destroy a company's brand or anyone's reputation in an instant-GLASS JAW is anguide to modern crisis management.In boxing terms, a tough-looking fighter who can't take a punch is said to have a "glass jaw," and so it is these days with targets of controversy. Down the rabbit hole of scandal, the weak are strong and the strong are weak. Just consider this slate of recent reputational body blows: Toyota, Susan G.
Hear the Evolution of Apple’s Iconic Startup Sound for the Mac
Boot up your computer. If you’re the owner of one of the more than two hundred million Macs sold, what’s the first thing you hear when you start or restart your machine? That sound tells you you’ve held down the power button long enough to get things going. And the fact that it’s there means you don’t even have to look at your computer to know it’s working right. It’s not just executional feedback. What does that sound make you feel? Refreshed? At ease? Comforted, even? On your way to productivity?
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