This episode of So You Wanna Make a Podcast covers Sonic Branding, including:
Sonic logo vs audio logo: A sonic logo can be heard without visuals, while an audio logo just identifies the brand without saying its name.
Mnemonics, jingles, and brand tracks: These are all elements used in sonic branding - a mnemonics is an identifiable sound, a jingle is a sung ad, and a brand track is music identifiable for a brand. 
Podcast vs radio ads: Podcast ads can be host-read or host produced, while radio ads are typically louder and have more sound effects to get your attention (which can be intrusive in the intimate podcast environment).
Flexibility in ad formats: Ideally, ads should be flexible enough to work in both podcast and radio formats - but that means thinking podcast ad first.

Want to know more about how to make a podcast? Contact Ampel's Chief Audio Officer Josh Butt to learn more about Sonic Branding, Audio Content, Audio Ads and Sonic Experiences - josh@ampel.com.au or visit https://ampel.com.au for more info on how to make a podcast or audio content that sounds different. 

This episode of So You Wanna Make a Podcast covers Sonic Branding, including:
<ul data-sourcepos="3:1-7:93">
<li data-sourcepos="3:1-3:145">Sonic logo vs audio logo: A sonic logo can be heard without visuals, while an audio logo just identifies the brand without saying its name.</li>
<li data-sourcepos="4:1-4:90">Mnemonics, jingles, and brand tracks: These are all elements used in sonic branding - a mnemonics is an identifiable sound, a jingle is a sung ad, and a brand track is music identifiable for a brand. </li>
<li data-sourcepos="5:1-5:126">Podcast vs radio ads: Podcast ads can be host-read or host produced, while radio ads are typically louder and have more sound effects to get your attention (which can be intrusive in the intimate podcast environment).</li>
<li data-sourcepos="6:1-6:114">Flexibility in ad formats: Ideally, ads should be flexible enough to work in both podcast and radio formats - but that means thinking podcast ad first.</li>
</ul>
Want to know more about how to make a podcast? Contact Ampel's Chief Audio Officer Josh Butt to learn more about Sonic Branding, Audio Content, Audio Ads and Sonic Experiences - <a href="mailto:josh@ampel.com.au">josh@ampel.com.au</a> or visit <a href="https://ampel.com.au">https://ampel.com.au</a> for more info on how to make a podcast or audio content that sounds different.

We are Ampel, one of Australia's leading audio content production agencies. Welcome to our official audio channel. 

Listen for insights into what we are making, listening to, and writing about. Subscribe for great conversations with the leaders in the audio space, insights into how we make our content, and great thought leadership. 

Check out our website here: https://ampel.com.au

Want to make great audio? Reach out to us at hearhere@ampel.com.au or book a session in our studio via the contacts page on our website. 

We are Ampel, one of Australia's leading audio content production agencies. Welcome to our official audio channel. 
Listen for insights into what we are making, listening to, and writing about. Subscribe for great conversations with the leaders in the audio space, insights into how we make our content, and great thought leadership. 
Check out our website here: <a href="https://ampel.com.au">https://ampel.com.au</a>
Want to make great audio? Reach out to us at <a href="mailto:hearhere@ampel.com.au">hearhere@ampel.com.au</a> or book a session in our studio via the contacts page on our website.

Ampel Audio

We are Ampel, one of Australia's leading audio content production agencies. Welcome to our official audio channel.  

Listen for insights into what we are making, listening to, and writing about. Subscribe for great conversations with the leaders in the audio space, insights into how we make our content, and great thought leadership. 

Check out our website here: https://ampel.com.au

Want to make great audio? Reach out to us at hearhere@ampel.com.au or book a session in our studio via the contacts page on our website. 

We are Ampel, one of Australia's leading audio content production agencies. Welcome to our official audio channel.  
Listen for insights into what we are making, listening to, and writing about. Subscribe for great conversations with the leaders in the audio space, insights into how we make our content, and great thought leadership. 
Check out our website here: <a href="https://ampel.com.au">https://ampel.com.au</a>
Want to make great audio? Reach out to us at <a href="mailto:hearhere@ampel.com.au">hearhere@ampel.com.au</a> or book a session in our studio via the contacts page on our website.

3. So You Want To Make A Podcast: Sonic Branding

https://www.expandingmedia.org/freestyletv

A manifesto for creating high-quality, low-cost television for the digital age.
Written by Julie Eckersley with Dr Austin Hayden.

About Julie Eckersley: Julie’s career in the film and television industry spans 20 years to date. She has Produced and Executive Produced over 70 hours of television. She started her career as an actor touring nationally and internationally, with a specialty in Shakespeare. She then joined Rebel Wilson on her early comedy series, The Wedge as a writer and performer and spent 2 years working with Shaun Micallef on Newstopia. Having completed her Masters in Communications (Swinburne University) and a Graduate Diploma in Producing (AFTRS) she joined Matchbox Pictures (NBCU) in 2011, producing award winning content that has sold around the world including Glitch Seasons 2 & 3, Maximum Coppage, Odland's, Anatomy 3, The Turning, The Family Law Seasons 1, 2 & 3. In 2021 she joined the SBS network as Head of Scripted where she successfully built and implemented a strategy to re-invigorate SBS drama. Her commissions include: Safe Home, While the Men Were Away, Erotic Stories, Swift St and Four Years Later. In 2023 she was awarded Commissioner of the Year. Julie has built a career as a specialist in creating world class content and pioneering the next wave of creativity. She is passionate about creative excellence, strategic vision and inspiring leadership that empowers others to flourish.Through her consultancy, Expanding Media, she empowers and supports creatives and their visions. The idea of Freestyle is her latest offering to an industry she loves as it moves through times of significant change. https://www.linkedin.com/in/julieeckersley/

About: Austin Hayden, PhD Austin is an academic, producer, and performer. His research sits at the intersection of finance, media theory, and social theory. He has published widely and has been a sought- after voice in both academia and also in the emerging New Media landscape. As a producer, his films have played Cannes, TIFF, NYFF, Sitges et al. He has developed, packaged, and sold properties in the US, UK, and Australia. In 2016, he developed and packaged a slate of TV properties with APA for Team Whistle. He was a co-lead with a team of Creative Executives from Vertigo Entertainment, Forward Pass, et al to develop and produce a slate a TV and low to mid- budget film projects, which led to the development of an SPV to establish a Film Fund with Hollywood executives, private international financiers, and the Ministry of Culture and Tourism in Baku, Azerbaijan.He produced the international experimental feature Inventing the Future (2020), which made many end-of-year Best Films lists, and was one of the first features to be fully rolled out on YouTube entirely for free. He’s a producer for the New Media outlet Wisecrack, which has over 3 million followers on YouTube, over 600 million views, and has generated millions of dollars in revenue working with Marvel, Warner Brothers, Showtime, Random House, Taco Bell, Ubisoft, AdultSwim, et al.

https://www.linkedin.com/in/austin-hayden-smidt-3b6821b7/

With many thanks to those across the Australian screen industry who read and contributed to this document and thinking.

Produced at Myrtle&Pine Studios by Ampel 66 Myrtle Street, Chippendale, Sydney. 

<a href="https://www.expandingmedia.org/freestyletv">https://www.expandingmedia.org/freestyletv</a>
A manifesto for creating high-quality, low-cost television for the digital age. Written by Julie Eckersley with Dr Austin Hayden.
About Julie Eckersley: Julie’s career in the film and television industry spans 20 years to date. She has Produced and Executive Produced over 70 hours of television. She started her career as an actor touring nationally and internationally, with a specialty in Shakespeare. She then joined Rebel Wilson on her early comedy series, The Wedge as a writer and performer and spent 2 years working with Shaun Micallef on Newstopia. Having completed her Masters in Communications (Swinburne University) and a Graduate Diploma in Producing (AFTRS) she joined Matchbox Pictures (NBCU) in 2011, producing award winning content that has sold around the world including Glitch Seasons 2 &amp; 3, Maximum Coppage, Odland's, Anatomy 3, The Turning, The Family Law Seasons 1, 2 &amp; 3. In 2021 she joined the SBS network as Head of Scripted where she successfully built and implemented a strategy to re-invigorate SBS drama. Her commissions include: Safe Home, While the Men Were Away, Erotic Stories, Swift St and Four Years Later. In 2023 she was awarded Commissioner of the Year. Julie has built a career as a specialist in creating world class content and pioneering the next wave of creativity. She is passionate about creative excellence, strategic vision and inspiring leadership that empowers others to flourish.Through her consultancy, Expanding Media, she empowers and supports creatives and their visions. The idea of Freestyle is her latest offering to an industry she loves as it moves through times of significant change. <a href="https://www.linkedin.com/in/julieeckersley/">https://www.linkedin.com/in/julieeckersley/</a>
About: Austin Hayden, PhD Austin is an academic, producer, and performer. His research sits at the intersection of finance, media theory, and social theory. He has published widely and has been a sought- after voice in both academia and also in the emerging New Media landscape. As a producer, his films have played Cannes, TIFF, NYFF, Sitges et al. He has developed, packaged, and sold properties in the US, UK, and Australia. In 2016, he developed and packaged a slate of TV properties with APA for Team Whistle. He was a co-lead with a team of Creative Executives from Vertigo Entertainment, Forward Pass, et al to develop and produce a slate a TV and low to mid- budget film projects, which led to the development of an SPV to establish a Film Fund with Hollywood executives, private international financiers, and the Ministry of Culture and Tourism in Baku, Azerbaijan.He produced the international experimental feature Inventing the Future (2020), which made many end-of-year Best Films lists, and was one of the first features to be fully rolled out on YouTube entirely for free. He’s a producer for the New Media outlet Wisecrack, which has over 3 million followers on YouTube, over 600 million views, and has generated millions of dollars in revenue working with Marvel, Warner Brothers, Showtime, Random House, Taco Bell, Ubisoft, AdultSwim, et al.
https://www.linkedin.com/in/austin-hayden-smidt-3b6821b7/
With many thanks to those across the Australian screen industry who read and contributed to this document and thinking.
Produced at <a href="myrtleandpine.com">Myrtle&amp;Pine</a> Studios by <a href="ampel.com.au">Ampel</a> 66 Myrtle Street, Chippendale, Sydney.

Freestyle TV - a manifesto for creating low cost TV. 

Robin Scarborough is the co-founder and managing director of StudioSpace, an innovative on-demand marketplace for marketing, digital, and creative services based in Australia. Often described as a "dating app" for agencies, StudioSpace connects clients with top-tier marketing, digital, and creative agencies for projects such as marketing campaigns, brand refreshes, new websites, and digital product development. Under Robin's leadership, StudioSpace has collaborated with major brands like Tao, Google, Land Rover, and News Corp, as well as emerging companies seeking expert agency partnerships. The platform boasts a growing global network of 300 vetted, independent, founder-owned agencies, with 100 of those located in Australia. Robin’s commitment to excellence ensures that clients have access to the best specialist agencies for their marketing and digital needs.

Josh Butt is a chief Audio officer of Ampel, creative audio agency. 

Three key takeaways from the chat between Josh Butt and Robin Scarborough:
1. **Independent Agency Collaboration**:
    - **Studio Space's Function**: Studio Space operates as an on-demand marketplace that connects clients with specialized marketing, digital, and creative agencies. It simplifies the process by acting as a single supplier, handling all administrative, compliance, and billing tasks, so clients can easily access a diverse range of vetted, independent agencies without lengthy procurement processes.
    - **Network Utility**: The platform emphasizes the importance of niche, independent agencies that offer deep specialization and high-quality work. These agencies are founder-owned and vetted, ensuring clients receive expert and specialized services.

2. **Value Beyond Just Matches**:
    - **Chemistry and Relationships**: While technical capability and experience are important, the ultimate success of a project often comes down to the chemistry between client and agency teams. Studio Space facilitates these matches but also emphasizes the importance of a good working relationship.
    - **Community Engagement**: Beyond just connecting clients and agencies, Studio Space offers value through community engagement, enabling agencies to network, collaborate on pitches, or provide moral support to each other. This adds a layer of value for agency partners, fostering a cooperative environment.
3. **Operational Efficiency and Flexibility**:
    - **Simplified Procurement**: Studio Space's model simplifies the procurement and administrative processes for clients, which is particularly appealing to larger companies with complex procurement needs. It offers clients the flexibility to quickly onboard and trial new agencies without the usual administrative burdens.
    - **Quality Assurance**: Clients have an added assurance of quality as Studio Space guarantees that the work delivered meets the expected standards. If issues arise, Studio Space steps in to mediate and ensure project success, providing an additional layer of security for both clients and agencies.

Robin Scarborough is the co-founder and managing director of <a href="https://www.studiospace.com/home">StudioSpace</a>, an innovative on-demand marketplace for marketing, digital, and creative services based in Australia. Often described as a "dating app" for agencies, <a href="https://www.studiospace.com/home">StudioSpace</a> connects clients with top-tier marketing, digital, and creative agencies for projects such as marketing campaigns, brand refreshes, new websites, and digital product development. Under Robin's leadership, <a href="https://www.studiospace.com/home">StudioSpace </a>has collaborated with major brands like Tao, Google, Land Rover, and News Corp, as well as emerging companies seeking expert agency partnerships. The platform boasts a growing global network of 300 vetted, independent, founder-owned agencies, with 100 of those located in Australia. Robin’s commitment to excellence ensures that clients have access to the best specialist agencies for their marketing and digital needs.
Josh Butt is a chief Audio officer of <a href="https://ampel.com.au">Ampel, creative audio agency</a>. 
Three key takeaways from the chat between Josh Butt and Robin Scarborough: 1. **Independent Agency Collaboration**:     - **Studio Space's Function**: Studio Space operates as an on-demand marketplace that connects clients with specialized marketing, digital, and creative agencies. It simplifies the process by acting as a single supplier, handling all administrative, compliance, and billing tasks, so clients can easily access a diverse range of vetted, independent agencies without lengthy procurement processes.     - **Network Utility**: The platform emphasizes the importance of niche, independent agencies that offer deep specialization and high-quality work. These agencies are founder-owned and vetted, ensuring clients receive expert and specialized services.     2. **Value Beyond Just Matches**:     - **Chemistry and Relationships**: While technical capability and experience are important, the ultimate success of a project often comes down to the chemistry between client and agency teams. Studio Space facilitates these matches but also emphasizes the importance of a good working relationship.     - **Community Engagement**: Beyond just connecting clients and agencies, Studio Space offers value through community engagement, enabling agencies to network, collaborate on pitches, or provide moral support to each other. This adds a layer of value for agency partners, fostering a cooperative environment. 3. **Operational Efficiency and Flexibility**:     - **Simplified Procurement**: Studio Space's model simplifies the procurement and administrative processes for clients, which is particularly appealing to larger companies with complex procurement needs. It offers clients the flexibility to quickly onboard and trial new agencies without the usual administrative burdens.     - **Quality Assurance**: Clients have an added assurance of quality as Studio Space guarantees that the work delivered meets the expected standards. If issues arise, Studio Space steps in to mediate and ensure project success, providing an additional layer of security for both clients and agencies.

Exploring Niche Agencies & Sonic Branding with StudioSpace's Robin Scarborough and Josh Butt from Ampel

Case Study Intro

Insert "for tradies"

Caroline says 'for'

Marker - outro

New Outro

Listen to Chief Audio Officer chat with Head of Brand and Communications at hipages, Carolin Sternberg-Heyze.



Ampel is thrilled to have worked with the wonderful team at hipages to create a new sound for their radio and audio marketing program. Ampel were engaged to help hipages create two compelling radio ads that stood out, made and impact and made their marketing dollars work harder.  Not only did we create two fun, witty and distinctive radio ads, we also created a new audio logo too. We create a sound that signifies success for both people engaging tradies, and tradies themselves. 



Visit our website

Send us an email

Listen to Chief Audio Officer chat with Head of Brand and Communications at hipages, Carolin Sternberg-Heyze.
 
Ampel is thrilled to have worked with the wonderful team at hipages to create a <a href="https://www.youtube.com/watch?v=ylW4ze08qd0">new sound</a> for their radio and audio marketing program. Ampel were engaged to help hipages create two compelling radio ads that stood out, made and impact and made their marketing dollars work harder.  Not only did we create two fun, witty and distinctive radio ads, we also created a new audio logo too. We create a sound that signifies success for both people engaging tradies, and tradies themselves. 
 
<a href="https://www.ampel.com.au/">Visit our website</a>
<a href="mailto:studio@ampel.com.au">Send us an email</a>

3. So You Want To Make A Podcast: Sonic Branding

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