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The Sonic Boom: How Sound Transforms the Way We Think, Feel, and Buyby Joel Beckerman
Synopses & Reviews
andquot;Music defines us. Joel Beckerman knows. Let him tell you all about it.andquot; andmdash;Anthony Bourdain
andldquo;Equal parts sociological study and business advice, using unique everyday examplesandmdash;for instance, how the fate of the Chiliandrsquo;s fajita empire rested on the sound of the sizzling platter, and how Disneyland approaches soundscapes for a fully immersive experienceandmdash;to explain how sound effects our mood and shopping habits.andrdquo;andmdash;EW.com
Sound and music surround us so constantly that we often take them for granted. But sound has surprising power to influence our decisions, opinions, and actions in ways we might not even notice. Discordant ambient noise can induce anxiety; ice cream truck jingles can bring you back to your childhood. Inand#160;The Sonic Boom,and#160;composer andand#160;strategic sound expert Joel Beckerman provides a new framework for thinking about soundandrsquo;s effects on every aspect of our lives.
You donandrsquo;t need to be a musician or a composer to harness the power of sound. Companies, brands, and individuals can strategically use sound to get to the core of their mission, influence how theyandrsquo;re perceived by their audiences, and gain a competitive edge. Whether youandrsquo;re a corporate giant connecting with millions of customers or a teacher connecting with one classroom of students, the key to an effective sonic strategy is the creation of andldquo;boom momentsandrdquo;andmdash;transcendent instants when sound connects with a listenerandrsquo;s emotional core.
andldquo;Iandrsquo;ve spent my life curating, creating, and collecting sounds. But Beckerman and Gray have shown here that there are still plenty of sounds that weandrsquo;ve all missed.and#160;The Sonic Boomand#160;reveals the music and structured cacophony of everyday life.andrdquo; andmdash;Moby
"In this informative book, sonic branding strategist Beckerman with Gray explore how businesses can use 'the power of sound' to shape customers' moods and judgments. The book's strength lies in the specificity of its examples: the restaurant chain Chili's triggered Americans' hunger by amping up the sizzle of fajitas; Disney creates 'fake quiet' — a soundscape of birds and forest sounds — to help people feel they are somewhere magical. Because sounds drive emotions, Beckerman encourages readers to be intentional (and, of course, using the buzz word of the day, 'strategic') about their 'sonic branding.' Even small companies can make low-cost sonic decisions, like being thoughtful about what overhead music they play and considering the noise their shop's front door makes, that will potentially improve their bottom line. This book is directly aimed at corporations, fund-raisers, and party planners, but shoppers, donors, and partygoers should also read it to learn about how their decisions are being affected by the soundscapes in which they are immersed." Publishers Weekly Copyright PWxyz, LLC. All rights reserved.
A guide to the effective use of sound in marketing, revealing the surprising ways sound can influence our emotions, opinions, and preferences
A andldquo;sonic brandingandrdquo; expert explains how businesses can strategically use music and sound to maximize their impact, revealing the powerful influence of sound on our emotions, opinions, and brand preferences.
A surprising look at the hidden power of sound, revealing how people and brands can use it to inspire and persuade and#8212; or annoy
From horror movie scores to national anthems to the crunchy sound of potato chips, sound and music greatly impact how we feel about our lives and the messages and products we encounter every day. With the right tools and understanding, anyone can cut through the meaningless noise competing for our attention and learn to use sound as a rich storytelling strategy.
You donand#8217;t need to be a musician or a composer to harness the power of sound. Joel Beckerman explains how companies, brands, and individuals can strategically use sound to get to the core of their mission, influence how theyand#8217;re perceived by their audiences, and gain a competitive advantage. The key to these sonic strategies involves creating and#8220;boom momentsand#8221; and#8212; transcendent instants when sound connects with a listenerand#8217;s emotional core.
The Sonic Boom draws surprising insights from real world examples: the way Disney parks score every second of their guestsand#8217; experience; how Chiliand#8217;s restaurants uses lessons from evolutionary psychology to sell tons of sizzling fajitas, how the sound of a special edition Mustangand#8217;s engine is designed to make drivers feel like action-movie heroes. Sure to appeal to fans of Made to Stick and This Is Your Brain on Music, The Sonic Boom offers readers a powerful new vocabulary for sharing impactful messages with sound.
About the Author
Joel Beckerman is the founder and lead composer of Man Made Music and has created unique sounds, scores, and sonic branding strategies for lifestyle brands, television networks, and global giants like Disney, Mercedes and AT&T.
Tyler Gray is editorial director for Edelman in the New York City office. He was recently editorial director for Fast Company and is the author of The Hit Charade.
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Arts and Entertainment » Music » Instruction and Study » Theory