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Immersive Audio Podcast Episode 44 – Evelyn Glennie

Summary

In this episode of the Immersive Audio Podcast, Oliver Kadel is joined by Grammy Award-winning percussionist and composer Evelyn Glennie via Zoom from Cambridgeshire, UK.

Dame Evelyn Glennie is the first person in history to successfully create and sustain a full-time career as a solo percussionist, performing worldwide with the greatest orchestras, conductors and artists. Evelyn paved the way for orchestras globally to feature percussion concerti when she played the first percussion concerto in the history of the Proms at the Royal Albert Hall in 1992. Evelyn has commissioned over 200 new pieces for solo percussion from many of the world’s most eminent composers to vastly expand the percussion repertoire. She regularly provides masterclasses and consultations to inspire the next generation of musicians. The film ‘Touch the Sound’ and her enlightening TED speech remain key testimonies to her innovative approach to sound-creation. Leading 1000 drummers, Evelyn had the honour of a prominent role in the Opening Ceremony of the London 2012 Olympic Games. Evelyn was awarded an OBE in 1993 and now has over 100 international awards, including the Polar Music Prize and the Companion of Honour. She was recently appointed the first female President of Help Musicians, only the third person to hold the title since Sir Edward Elgar and Sir Peter Maxwell Davies. Evelyn is currently creating The Evelyn Glennie Collection with a vision to open a centre that embodies her mission to Teach the World to Listen. She aims to ‘improve communication and social cohesion by encouraging everyone to discover new ways of listening as proven in her book ‘Listen World!’. We want to inspire, to create, to engage and to empower’.

In this episode, Evelyn talks about her unique journey and perspective as a musician and dives deep into her long-time mission – to teach people how to listen.

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Show Notes

Official website – https://www.evelyn.co.uk/

Official Youtube – https://www.youtube.com/user/DameEvelynGlennie

Evelyn Glennie Podcast – https://www.evelyn.co.uk/theevelynglenniepodcast/

Book Link – https://www.evelyn.co.uk/shop/books/listen-world-book/

Spotify – https://open.spotify.com/artist/6MYiQGy8MIcBps6Ez0IQA8?si=Djlmv6eERduDFsFJOlN_eQ

TED Talk – How to truly listen – https://www.ted.com/talks/evelyn_glennie_how_to_truly_listen?language=en

Survey

We want to hear from you! We really value our community and would appreciate it if you would take our very quick survey and help us make the Immersive Audio Podcast even better: surveymonkey.co.uk/r/3Y9B2MJ Thank you!

Credits

This episode was produced by Oliver Kadel and Michelle Chan with the help of Emma Rees and included music by Knobs Bergamo.

Image credit – Produktion Bärbel Recktenwald England

Immersive Audio Podcast Episode 41 – Charles Spence (University of Oxford)

Summary

In this episode of the Immersive Audio Podcast, Oliver Kadel is joined by world-famous experimental psychologist and Professor at the University of Oxford – Charles Spence via Zoom from Oxford, UK.

Professor Charles Spence is a world-famous experimental psychologist with a specialization in neuroscience-inspired multisensory design. He has worked with many of the world’s largest companies across the globe since establishing the Crossmodal Research Laboratory (CRL) at the Department of Experimental Psychology, Oxford University in 1997. Prof. Spence has published over 900 academic articles and edited or authored, 15 books including, in 2014, the Prose prize-winning “The perfect meal”, and the international bestseller “Gastrophysics: The new science of eating” (2017; Penguin Viking) – winner of the 2019 Le Grand Prix de la Culture Gastronomique from Académie Internationale de la Gastronomie.

In this episode, Charles opens up about the world of multisensory design focusing on how sound affects our perception of taste and much more.

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Charles Spence Extended Bio

Much of Prof. Spence’s work focuses on the design of enhanced multisensory food and drink experiences, through collaborations with chefs, baristas, mixologists, chocolatiers, perfumers, and the food and beverage, and flavour and fragrance industries. Prof. Spence has worked extensively in the world of multisensory experiential wine and has also worked extensively on the question of how technology will transform our dining/drinking experiences in the future.

The research conducted at the Crossmodal Research Laboratory in Oxford has garnered widespread media attention across the globe, including in The Economist (February 4-10th, 2012, p. 74), and The Financial Times (3rd June, 2013, p. 14; http://www.ft.com/cms/s/0/6bc0fa04-c175-11e2-9767-00144feab7de.html#axzz2VEbNyXiR) and has been profiled in The New Yorker (http://www.newyorker.com/magazine/2015/11/02/accounting-for-taste). Over the last decade alone, Prof. Spence and the CRL have been featured in more than 3,000 newspaper articles, radio interviews, and television programs.

Prof. Spence frequently delivers consumer neuroscience lectures and courses to global companies, and business schools and schools of business administration, such as at Los Andes, Rosario University, and Javariana University in Colombia, the Saïd Business School, Oxford, and the Singapore Business School.

Prof. Spence has been awarded numerous national and international prizes for scientific excellence, including the 10th Experimental Psychology Society Prize, the British Psychology Society: Cognitive Section Award, the Paul Bertelson Award, recognizing him as the young European Cognitive Psychologist of the Year, and, the Friedrich Wilhelm Bessel Research Award from the Alexander von Humboldt Foundation (Germany): ‘in recognition of past accomplishments in research and teaching’. In 2008, together with Dr. Max Zampini, he was awarded the 2008 IG Nobel prize for nutrition for his work on ‘the sonic crisp’

Show Notes

Charles Spence – Sensploration (FoST 2016) – https://vimeo.com/170509976

Accounting for Taste How packaging can make food more flavorful – http://www.newyorker.com/magazine/2015/11/02/accounting-for-taste

“The Perfect Meal” | Talks at Google – https://www.youtube.com/watch?v=JgUVjKsP_wc

Heston Blumenthal – https://en.wikipedia.org/wiki/Heston_Blumenthal

Fat Duck – https://thefatduck.co.uk/

ASMR – https://www.1618digital.com/immersive-audio-podcast-episode-11-asmr-the-feeling-of-sound

AEG Tasteology – http://www.aeg.co.uk/taste/inspiration/tasteology/

Neurocuisine, The Guardian – https://www.theguardian.com/lifeandstyle/video/2016/may/23/neuro-cuisine-exploring-the-science-of-flavour-video

Multisensory Experience and Coffee – Reco Symposium – https://www.youtube.com/watch?v=vVKabsudi1I

Unexpected connections – pleasure and pain: Charles Spence at TEDx UHasselt – https://www.youtube.com/watch?v=NVt-QrNFZso

Entomophagy in our world, TEDx City University London – https://www.youtube.com/watch?v=iQEX-kMpz-4

Spence LSE Gastrophysics talk – https://www.youtube.com/watch?v=HB_B9hfsNXI

Spence Going Underground TV – https://www.youtube.com/watch?v=56e5UZJreg0

For multisensory packaging video, see – https://www.youtube.com/watch?v=tV3SRKFpEsg

Nuffield Triannual Food Conference – https://www.youtube.com/watch?v=ePguEqCJ7Ks

Taste of General Mills Podcast, Making food your five senses will love – http://www.blog.generalmills.com/2016/09/podcast-making-food-your-five-senses-will-love/

Chef Jozef Youssef – http://kitchen-theory.com/staff-member/jozef-youssef/

Charles Spence Book “Gastro Physics” – https://www.amazon.co.uk/Gastrophysics-Science-Eating-Charles-Spence/dp/0241977746/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=&sr=

Survey

We want to hear from you! We really value our community and would appreciate it if you would take our very quick survey and help us make the Immersive Audio Podcast even better: surveymonkey.co.uk/r/3Y9B2MJ Thank you!

Credits

This episode was produced by Oliver Kadel and Michelle Chan with the help of Emma Rees and included music by Knobs Bergamo.

Immersive Audio Podcast Episode 40 – Bruce Wiggins & Duncan Werner (University of Derby & GASP)

Summary

In this episode of the Immersive Audio Podcast, Oliver Kadel is joined by senior academics of University of Derby Dr Bruce Wiggins and Duncan Werner via Zoom from Derbyshire, UK.

Dr Bruce Wiggins graduated with a 1st class honours in Music Technology and Audio System Design from the University of Derby in 1999.  His interest in audio signal processing spurred him to continue at Derby completing his PhD entitled “An Investigation into the Real-time Manipulation and Control of 3D Sound Fields” in 2004 where he solved the problem of generating Ambisonic decoders for irregular speaker arrays and looked at the optimisation of binaural/transaural systems.  Bruce’s research into Ambisonics has been featured as an impact case study in the national Research Excellence Framework in 2014 and will be again in 2021.  His latest work is based around the auralisation of rooms to very high order Ambisonics with head-tracking.

Duncan Werner graduated from Aston University in Electrical/Electronic Engineering in the late seventies, but as a keen musician moved towards the music industry gaining work as a recording and touring musician in the UK and Europe, subsequently being employed by the London-based Chrysalis Music Group as studio sound engineer. This was followed by postgraduate Music Technology studies at City University London. Research interests include immersive music production, in particular the GASP system (Guitars with Ambisonic Spatial Performance) based at the University of Derby. He has been programme leader for BSc Music Technology since its inception in 1995 and is currently Programme Leader for MA Music Production.

In this episode, we dive into the collaborative project GASP (Guitars with Ambisonic Spatial Performance), discuss the Sound in Space Symposium, and current research projects for immersive audio.

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Show Notes

University of Derby – https://www.derby.ac.uk/

Sound in Space – http://soundsinspace.co.uk/

Bruce Wiggins Academic Profile – http://www.derby.ac.uk/staff/bruce-wiggins

Bruce Wiggins Website – http://www.brucewiggins.co.uk/

GASP Website – Guitars with Ambisonic Spatial Performance – http://gaspproject.xyz/

GASP Paper – http://gaspproject.xyz/wp-content/uploads/2020/07/GASP-paper-for-Innovation-in-Music.pdf

VLC Player – https://www.videolan.org/vlc/index.en-GB.html

AmbiFreeverb 2 – https://www.researchgate.net/publication/289958469_AmbiFreeverb_2_WigWare_-_Sounds_in_Space_2015

https://derby.openrepository.com/handle/10545/618606

Measured Reverbs for Ambisonics and VR – https://www.brucewiggins.co.uk/?page_id=881

Webcam Head-tracked Ambisonics (WHAM) – https://brucewiggins.co.uk/WHAM

Cat Fantastic Mix 1 (comparison mix)

CatFantasticAmbiX3rdOrder: http://gaspproject.xyz/gaspaudio/CatFantasticAmbiX3rdOrder.wav

Facebook: https://www.facebook.com/111035420660669/videos/904591106728398/

HOAST: https://hoast.iem.at/play/cat_fantastic_o3

Cat Fantastic Mix 1: applies post-production timbral morphing and dynamic spatialisation. This is the first GASP binaural demo track in the podcast; the original ‘raw’ guitar is at the beginning which then morphs through timbral and spatial variations up to around 1.10 when the raw guitar returns. Performed by Jack Hooley, production by Duncan Werner and Emma Fitzmaurice. The recording has no overdubs, that is, the final production is derived from one single guitar performance. Post-production included experimenting with ‘timbral morphing’, where multiple versions of each string, each with different timbres were printed on time-synchronized parallel tracks, thus allowing crossfading between individual string timbres, then mixing together the respective tracks. The timbral morphing works well and we have now developed templates for real-time timbral morphing for live performance applications.

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Pale Aura (comparison mix)

PaleAuraAmbiX2ndOrderComparisonMix.wav: http://gaspproject.xyz/gaspaudio/PaleAuraAmbiX2ndOrderComparisonMix.wav

Facebook: https://www.facebook.com/GASP-Guitars-with-Ambisonic-Spatial-Performance-111035420660669/

HOAST: https://hoast.iem.at/play/pale_aura_comparison_o2

Pale Aura: performed by Dominic Dallali, production by Jack Hooley and Dominic Dallali. This is the first GASP binaural demo track in the podcast; the original ‘raw’ guitar is at the beginning which then morphs through timbral and spatial variations up to around 1.10 when the raw guitar returns. The recording has no overdubs, that is, the final production is derived from one single guitar performance. This track is the guitar part of the song Pale Aura by the band Periphery; it is in the genre of progressive metal. It turned out to be quite a dramatic production, with rapid changes in location for close temporal events. The guitar part consists of some highly syncopated timing elements, which have been mapped to rapid location switching. There is a good range of amp distortion timbres employed for different parts of the performance. A low kick drum was included to provide the listener with a sense of meter as the guitar performance which includes several syncopated elements.

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Prelude to Life (comparison mix)

PreludeToLifeAmbiX2ndOrderComparisonMix.wav

http://gaspproject.xyz/gaspaudio/PreludeToLifeAmbiX2ndOrderComparisonMix.wav

Facebook: https://www.facebook.com/111035420660669/videos/637100453564316/

HOAST: https://hoast.iem.at/play/prelude_to_life_comparison_o2

Prelude to Life: composed and performed by Fred T Baker, production by Charlie Box and Duncan Werner. This is the first GASP binaural demo track in the podcast; the original ‘raw’ guitar is at the beginning which then morphs through timbral and spatial variations up to around 1.10 when the raw guitar returns. The recording has no overdubs, that is, the final production is derived from one single guitar performance. Post-production timbralisation is a mix of both NI Guitar Rig and instrument samples. Melodyne’s pitch to MIDI conversion was applied, the MIDI note events were then arranged to trigger various instrument samples e.g. orchestral strings with other sampled and synthetic sounds. Upon reflection, the timing of pitch to MIDI conversion worked very well, such that the nuances of the guitar performance are precisely captured.

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GASP is ‘Guitars with Ambisonic Spatial Performance’. The project is the design, realisation, and application of a spatial-audio guitar production system; it is aimed towards guitarists, music producers and spatial-audio sound designers. GASP is an ongoing University of Derby research project, where our interest in Ambisonic algorithmic research and guitar sound production is combined with off-the-shelf hardware and bespoke software to create an Ambisonic based immersive guitar sound system. Applications include:

Live performance as an immersive spatial sound instrument, either as a solo instrument or as part of an ensemble, for both small or large format theatre or concert systems

Audio post-production immersive sound for on-line spatial audio applications such as YouTube and Facebook 360, including Virtual Reality applications

Guitar performance analysis and tuition tool, where on-screen displays enable identification of notation and performance artefacts which provide feedback to the player

A research tool for performative applications, with significant potential for use in the Sound Arts world

We’ve recently set up a GASP page: www.gaspproject.xyz which includes links to some of our example demo GASP productions, as well as the project timeline, posters and includes our paper ‘Development of an Ambisonic Guitar System’ which was presented to ‘Innovation in Music’  conference at the University of West London in December 2019, it’s due for publication by Routledge as a book chapter sometime in 2021. https://www.routledge.com/Innovation-in-Music-Future-Opportunities/Hepworth-Sawyer-Paterson-Toulson/p/book/9780367363352

Dring, M., Wiggins, B. (2019)  The Transparency of Binaural Auralisation Using Very High Order Circular Harmonics.  Reproduced Sound 2019 – Proceedings of the Institute of Acoustics, p165-173, Vol. 41. Pt. 3 2019, Bristol, UK

Wiggins, B., Dring, M., (2016) AmbiFreeVerb 2—Development of a 3D Ambisonic Reverb with Spatial Warping and Variable Scattering.  2016 AES International Conference on Sound Field Control.  University of Surrey, Guildford, UK.

Wiggins, B. (2017) Measured Reverbs for Ambisonics and VR.  Sounds in Space Research Symposium 2017, Derby, UK. (Video)

Survey

We want to hear from you! We really value our community and would appreciate it if you would take our very quick survey and help us make the Immersive Audio Podcast even better: surveymonkey.co.uk/r/3Y9B2MJ Thank you!

Credits

This episode was produced by Oliver Kadel and Michelle Chan with the help of Emma Rees and included music by Knobs Bergamo.

Immersive Audio Podcast Episode 39 – Helen Bellringer (Solarflare Studio)

Summary

In this episode of the Immersive Audio Podcast, Oliver Kadel is joined by the creative lead at Solarflare Studio Helen Bellringer via Zoom from London, UK.

Helen is a Creative Director, specialising in the dynamic intersection where technology, humans and music meet. Having cut her teeth at MelodyVR, where she developed their original storytelling formats she now leads creative for Solarflare Studio, a pioneering creative technology agency.

In this episode, Helen talks about the importance of sonic branding, the challenges of delivering immersive music to a mass audience touching on a number of unique projects and sharing her professional career journey as she traversed creative industries.

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Show Notes

Helen Bellringer Profile – https://the-dots.com/users/helen-bellringer-604810

Grand Central Studios –  https://www.gcrs.com/

Massive Music – https://www.massivemusic.com/en

Melody VR – https://melodyvr.com/

Solarflare Studio – https://solarflarestudio.co.uk/

Wireless Festival – https://www.wirelessfestival.co.uk/

Music Discovery Month – https://the-dots.com/projects/music-discovery-month-378914

Survey

We want to hear from you! We really value our community and would appreciate it if you would take our very quick survey and help us make the Immersive Audio Podcast even better: surveymonkey.co.uk/r/3Y9B2MJ Thank you!

Credits

This episode was produced by Oliver Kadel and Michelle Chan with the help of Emma Rees and included music by Knobs Bergamo.

Immersive Audio Podcast Episode 29 – John Kyle Varley (Frameworks Productions)

Summary

In this episode of the Immersive Audio Podcast, Oliver Kadel is joined by John Kyle Varley on Skype from Halifax, Canada.

John Kyle is a musician/music producer and founder of Frameworks Productions, a production company that specializes in creating musical scores for virtual reality and 360º film. At the end of 2017, Frameworks worked with the Banff Centre for Arts and Creativity to develop generative music processes using spatial audio. He recently gave a talk on spatialized 3D audio and generative music at VRTO2019, the annual Virtual & Augmented Reality World Conference & Expo in Toronto, Canada.

After receiving a Bachelor of Arts in Music Theory and Composition from St. Francis Xavier University in 2006, he cultivated years of experience as a touring, recording, and teaching musician and switched to music production later on in his career.

Today, Oliver and John Kyle discuss the influence of sound and music in virtual reality and the creation of Frameworks Productions.

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Show Notes

Frameworks Productions Official Website: https://www.frameworksproductions.ca/

John Kyle Varley’s LinkedIn: https://www.linkedin.com/in/johnkylevarley/

John Kyle Varley’s Quora: https://www.quora.com/profile/John-Kyle-Varley

John Kyle Varley’s talk at VRTO2019:  https://www.youtube.com/watch?v=F_qfSPnSJEY

PlayStation VR (PSVR): https://www.playstation.com/en-ae/explore/playstation-vr/

PlayStation VR Worlds – Ocean Descent: https://www.youtube.com/watch?v=7yxa7-7jeWw

Oculus Rift: https://www.oculus.com/

Banff Centre for Arts and Creativity: https://www.banffcentre.ca/

Virtual Reality at Banff Centre: https://www.banffcentre.ca/articles/we-have-vr-%E2%80%94-now-how-do-we-use-it-tell-stories

Credits

This episode was produced by Oliver Kadel and Michelle Chan with the help of Shane O’Hare and included music by Knobs Bergamo.

Exclusivity & Identity

SONIC BRANDING – PART 2

In this installment of our sonic branding series we will continue to discuss the concept of exclusivity, perceptual self-identity of a consumer in relation to a brand and purchase decision-making based on sonic branding strategy.

It’s hard not to agree with Jacob Lusensky’s statement from his book Sounds Like Branding – “Music makes brands and people feel special”. People express their identity through music, and so too should brands. Not by shouting over their competitors, but rather by targeting the relevant market segment efficiently with a minimum amount of ‘noise’ through a consistent, carefully chosen sonic branding strategy.

In fact, a lot of brands already have some form of sonic identity, though as it often turns out, this takes the form of a largely unintentional, semi-random legacy of music assets – be it a telephone sound chosen by an IT department, who certainly do not understand or care about the brand, or ‘cheesy’ generic library music chosen by a video editor who made an introduction video for the company several years ago, which does not have any substance or meaning in the context of this particular brand or its recent marketing campaigns. And the list goes on…

Driving memorability and brand awareness

Brands pay a great deal of attention and allocate funding to wording, reputation, legalities and visual aspects such as design, logos and trademarks, but rarely is the same degree of attention and care attributed to establishing a sonic identity. Hearing is a critical component of how we perceive the world around us, which sits deeply in our physiology and psychology and simply cannot be ignored. A study by Dr North and Dr Hargreaves  revealed that companies who have defined their sonic identity along with a music branding strategy are likely to be 96% more memorable when compared to businesses that do not have any music or sound associated with them, or those who are in possession of an incongruent legacy of sonic assets randomly accumulated over time.

With this in mind it’s little surprise that music and sound can be an effective way to create brand awareness. An appropriate strategy helps to create attention by engaging audiences in a conversation about music or an artist the brand is associated with. Big brands have huge budgets to make shortcuts by having endorsement deals with global superstars or featuring their well known hits, though the same principle can also apply with much smaller scale activations.

Some brands, for example Red Bull, approach their audio branding strategy differently. By nurturing and representing much smaller unknown talent through their music label and various endorsements across the brand promotion, their audience very much enjoys and appreciates the unified sense of community and identity.

The factor of exclusivity plays an important role here. Customers are unlikely to be thrilled by or feel emotionally connected to musical content that has been recycled. No doubt, existing library back catalogues could often be an efficient and affordable resource to tap into every now and then, but would audiences react in the same way to the John Lewis Christmas ads if they weren’t accompanied by a beautiful melody? When it comes to large scale campaigns music and sound should be as authentic and original as the message or story the brand is telling. The audience will notice and appreciate that this content is available only as part of this activation and for a limited time period – creating a sense of exclusivity and belonging in the eyes of your customers.

Any positive or negative connotations with a brand affect its public profile, and association through sound is no different. Selecting the right sounds, music and artists can help to establish the desired perception in the eyes of the public and reach out for the targeted demographic. This is why McDonald’s are unlikely to feature a Radiohead track in their next campaign, considering Thom York’s public condemnation of animal cruelty. Or on the contrary, Ray Winstone’s gangster persona with a cockney accent is the perfect voice fit for Bet365 betting agency. As G.J Gorn once said in his publication about the effect of music in advertising on choice behaviour:

“What a customer hears may make the difference when they’re choosing and not choosing your brand”

Context is everything

A customer’s overall perception of brand experience concerns aspects such as performance and customer service, both in person and via other channels. Deploying the right sound will advantageously tailor customers’ perception of a brand. For example, it would be highly inappropriate to play heavy metal songs in an expensive wine or jewellery shop, whereas classical music would be just right. The congruent use of music can not only increase perceptional quality of a brand but also influence customers’ perception of themselves. For example, by making them feel more affluent and able to purchase a more expensive product or service. In contrast, how many times have you found yourself in a situation where all you need is a quiet moment with a delicious cup of flat white and peaceful contemplation, but excessively loud and distorted pop music is  pumped through cheap speakers installed in the corner by the bathroom. This turns the moment into a highly unpleasant and stressful experience – quickly forcing us out.

At 1.618 Digital we employ a unique combination of sonic branding strategy and years of experience in sound design to develop a powerful sonic identity for your brand. Contact us today via [email protected] to find out more.

In the next installment of our sonic branding series we will continue by discussing the importance of a sonic logo and how it compliments its visual representation.

1.618 Digital Team