Phoenix New Times’ Post

🎼Sound vs. Music: The brand memorability death match 🎼We’re proposing a unique workshop for #SXSW in Austin 2025. Here is what we have in store ⬇️ Sound or music? They’re both in our earpods. They’re in our social feeds. They’re piped out over the PA at the stadium, arena, bar and nightclub. We live in a sound-on, music-everywhere world. That’s why we’ve got Oscar-winning sound genius Tarn Willers to battle award-winning music composer Ilan Eshkeri. Is sound or music more kick-ass when it comes to building brands, driving persuasion and making memories? Get ready for demos, theory, and some dirty tactics. Then the audience gets to decide. Sound on. Music on. Game on. Two sound giants from the world of movies go head-to-head. One winner. Takeaways 💭Cross-pollinate your marketing brain with tips, tricks, theory and techniques from the movie world 💭Learn the latest in behavioural science behind how sound and music can build more powerful futures for brands 💭Blow your mind and your ear-drums - experience new dimensions in sound and music Vote here 🗳️https://lnkd.in/eqQR-FWW #SXSW #UKatSXSW

The importance of keeping your in-store music expertly curated to fit your brand's story... we don't talk enough about that during typical brand development stages..but music is (almost) EVERYTHING when it comes to vibe. Check out some of Activaire's staff picks for tracks of February! ◡̈ #retail #customerexperience #branddevelopment

This cannot be emphasized enough! It's crucial to look beyond fleeting music trends and consider what kind of music will effectively enhance your brand narrative. Never compromise your brand's identity to conform to a trend!

This past year, I realized I’d lost touch with why I make music in the first place, caught up in the chase for streams, likes, and follows. Inspired by a clip from Rick Rubin, I wrote a piece about rethinking music’s true value — beyond the numbers — and why it’s more important than ever to keep our art pure and honest in a hyper-commercialized world. If you’re interested in this journey, you can read my full reflection on Substack: 

We are excited to share Reanne Thomas 's insightful article, "Exploring the Impact of Music Leaks in the Industry." Building on our discussion from March in the Law Schooled series, this piece dives deep into how leaks are impacting artists, producers, and the music industry at large. Join us in exploring this compelling analysis—click the link below to read the full article together! https://lnkd.in/efkgv3hE

Sonar: Music Creates Community Why Sonar? Discover Sonar, not just a link in your bio but a revolution in how music is shared and experienced. Sonar turns each song into a conversation, fostering a community where fans connect not only with your music but with each other. Imagine a platform where your music catalyzes real conversations and genuine connections. On Sonar, each track sparks dialogue among fans, creating a vibrant community bound by shared tastes and passions. This is where listeners come to find their next favorite song based on recommendations from those they trust—not algorithms. At Sonar, we're dedicated to transforming music listening into an active, social experience. We bridge the gap between artists and audiences, enabling interactions that go beyond passive streaming. Our goal is to complement traditional platforms by adding a layer of rich, fan-driven context to every track. In an era where connection is valued more than ever, fans are looking for more than just playlists; they seek communities where they can discover music through human insights and shared experiences. Sonar provides the space for these connections to thrive, putting you at the heart of the music conversation. www.foundonsonar.com

This is Rick Rubin. He has worked with Eminem, Kanye, and Adele yet claims he "knows nothing about music." 7 lessons from the most fascinating human on earth: 1. Embrace Minimalism: Rick Rubin isn’t your typical producer. In a world filled with over-the-top production, his minimalist approach highlights the true spirit of the artist. 2. The Art of Subtraction: Rubin’s mantra, "things that go together but don’t match," highlights his preference for raw, unrefined beauty. Instead of polishing every detail, he magnifies what’s authentic. 3. Grit and Grace: Take his work with Johnny Cash on the ‘American Recordings’ series for example. Rubin’s minimalism emphasized Cash’s powerful, weathered voice, creating a powerful sound with just guitar or piano. 4. Spotlighting Talent: Rubin’s collaboration with Adele on the album ‘21’ is a testament to his ability to refine an artist’s voice. He allowed Adele’s vocals to shine with unmatched emotional intensity by using minimal accompaniment. 5. The Power of Space: Rubin uses silence and negative space to enhance the emotional impact of music. This approach helps listeners focus on the subtle nuances of the performance, making each element more poignant. 6. Creating the Right Environment: Rubin’s studios are designed for comfort and creativity. He creates a relaxed atmosphere that encourages artists to experiment and find their authentic sound without the pressures of time or cost. 7. Focusing on Authenticity: Rubin’s method involves guiding artists to explore their true selves. His production is less about flashy effects and more about uncovering the core of an artist’s expression. So, what does all this mean for young artists moving forward? Rubin’s career teaches us that true impact often comes from simplicity. It’s not about the flashy effects but about focusing on what really matters. By embracing authenticity and simplicity, you can uncover a new depth in your music. So, how will you apply Rubin’s principles to your own sound? --- Thanks for reading! If you enjoyed this: 1. Follow me, @JosephPerla, for more content on music discovery and social platforms. 2. Repost this if you found it helpful

The Superfan continues to be an obsession of the industry. But how much of a commitment is there to providing a superior experience for fans? Based on what you see in the market today: not much. So how much of this Next Big Thing is real and how much of it is another talking point destined to be forgotten by the industry when the next thing comes along. I wrote a piece that dives into how hard it is to be a music fan in this follow up to my last post about the Superfan trend.

👨🏫 Independent artists must be educated on how to create beautiful music. 😑 83% of tracks receiving less than 1,000 streams and 25% of tracks receiving zero streams isn’t healthy for anyone, literally. 🤲 There are so many awesome music-tech companies around and I know that together, we can make a big difference here. Whether that’s through more and better ‘artist friendly’ educational resources on how to ‘prepare for your release’ or more conscientious production software that can better refine artists music. We as an industry must do better at helping artists create the best music and content possible before it’s released. Perhaps like a modern day ‘gatekeeper’. 🪄 Now, I’m not saying we should be involved in the creative process, but we can be involved in the engineering process, the mastering process, the preparatory phase of a release and the promotion. As a business connecting with artists, we only get one shot to connect with an artist and build their trust, and the artists should foster this same mindset for their music - one opportunity to acquire a fan, so let’s make the best of that one shot! This would no doubt lead to a higher quality of music, more reasonable expectations from artists and a better experience for the consumer. 💪The number of tracks that received zero streams (45.6million) was up 20% year on year from 2022 to 2023 - our mission should be to reduce this number to zero (get your mum, dad or distant cousin to listen at least!). ❤️ Luminate for the insights.