You Need to Experience Sound Like This Before
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Chapter 1: Transforming Silence into Sound
Once brands amplified the auditory aspects of their products, their marketing strategies flourished.
One clear instance is the electric vehicle. While these cars operate in near silence, this has posed a significant risk for pedestrians. According to the Electric Vehicles Bill of 2017, electric and hybrid vehicles are involved in 40% more pedestrian accidents than traditional cars, primarily due to their lack of sound. A pedestrian must be 74% closer to an electric car to identify its approach compared to a conventional combustion engine vehicle. Thus, integrating sound becomes essential; otherwise, manufacturers face serious repercussions.
If you are going to incorporate audio into a previously silent product, it’s wise to do so creatively. Many companies have successfully utilized sound to enhance experiences that were once devoid of auditory elements.
Section 1.1: Innovative Packaging
A unique example comes from an Indian mineral water brand, Himalayan Sparkling. They have designed an intriguing packaging concept that immerses consumers in the sounds of the distant Himalayas with each sip. When you twist the cap of their limited-edition bottle, a built-in chip activates, playing the soothing sounds of Himalayan winds. The music stops when the bottle is closed.
Their "Sound of Water" bottle features a variety of sounds, including: “…whistling winds, melting mists, drop-by-drop percolation, and rare liquid percussion on rocky surfaces, all captured over two decades using advanced radio transmitters and underwater synthesizers in the Himalayas.”
This aligns perfectly with the brand’s philosophy of delivering a fresh and authentic experience. Every aspect of their product is designed to embody purity, allowing customers to feel refreshed while enjoying the taste of Himalayan water.
Here’s an intriguing audio experience that you might not have encountered before.
Section 1.2: Enhancing Electric Vehicles with Sound
For many, the quiet nature of electric cars might seem ideal, but for manufacturers, it presents a significant challenge. The silence that makes them appealing can also be dangerous.
To address this, sound designers and composers are tasked with creating distinctive sounds for these vehicles. Each brand develops its own auditory identity, adding a new layer to their driving experience. For example, renowned composer Hans Zimmer has collaborated with BMW to craft a unique sonic experience for their customers.
This video showcases Audi's innovative process of generating sounds for their electric vehicles. Sound not only serves as a safety feature but also enhances the overall customer experience.
Chapter 2: Monetizing Sound for Relaxation
Section 2.1: The Rise of White Noise
Interestingly, while many people prefer silence for sleep, not everyone finds it comforting. A UK-based company, Ameritz, has capitalized on this by producing music tracks that primarily consist of white noise.
White noise, a steady and non-distracting sound, is simple to create and market. By using recordings from fans, radio static, or digital audio workstations (DAWs), companies can easily produce these tracks and share them on platforms like Spotify.
These white noise tracks attract millions of monthly streams, leading to substantial profits for companies like Ameritz, which is estimated to earn between $9 million and $15 million annually from this genre.
However, voices like Peter Slattery are raising concerns about the ethical implications of this trend, pointing out that some companies exploit this niche while many artists on streaming platforms remain undercompensated. This highlights an ongoing struggle for fair compensation in the music industry.
The Takeaway
Transforming silent experiences into auditory ones yields fascinating results. Brands are discovering innovative methods to connect with consumers, integrating sound into their marketing strategies.
Through sound, customers can engage in immersive experiences that elevate their interactions with products. While silence has its place, sound can enrich moments in unexpected ways.
Have you encountered sound in other typically silent environments?
In this video, discover five songs you've likely heard countless times, yet may not recognize.