8. Quantifying Audio ROI: It’s time to harness the power of sound by predicting, measuring and optimizing audio assets to shape perception and influence behavior. In conversation with Steve Keller, Sonic Strategy Director for Studio Resonate at Pandora

8. Quantifying Audio ROI: It’s time to harness the power of sound by predicting, measuring and optimizing audio assets to shape perception and influence behavior. In conversation with Steve Keller, Sonic Strategy Director for Studio Resonate at Pandora

Studio Resonate at Pandora

Episode 8: In conversation with Steve Keller, Sonic Strategy Director for Studio Resonate at Pandora /SiriusXM.

Quantifying Audio ROI:

- It's time to harness the power of sound by predicting, measuring and optimizing audio assets to shape perception and influence behavior.

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My guest today is the one and only Audio Alchemist Steve Keller, Sonic Strategy Director for Studio Resonate at Pandora/SiriusXM the largest ad-supported audio entertainment streaming service in the U.S.  Prior to that, Steve was the Founder and CEO of iV, an audio consultancy based in Nashville.

With a head for data, a heart for sonic expression Steve has gained recognition as one of the world’s leading experts in the field of sonic strategy and identity. His life mission to harness the power of sound to shape perception and influence behavior.

He has a degree in psychology and over 30 years experience in the music industry and his research topics include:
a) the relationship between sound and taste
b) the existence of audio archetypes and their impact on the brand messaging, 
c) the relationship between voice, racial constructs, and sonic racism, and 
d) the impact of soundscapes and noise in healthcare environments on patient outcomes and satisfaction.

Steve is the 2017 receiver of the iHeartMedia Scholarship for Leadership in Audio Innovation, and is currently completing an Executive MBA through the Berlin School of Creative Leadershipfocusing on how brands can more effectively measure and predict returns on audio investments.

In this episode, Steve and I discuss the ins and outs of the psychology and quantification of audio. – how to harness the power of sound to shape perception and influence behavior in the new now.

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Audio Alchemist | Studio Resonate at Pandora | Audio ROI | Sound Science

Studio Resonate at Pandora
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"I’m an audio alchemist, blending art and science into award-winning audio strategies"

 Steve Keller, Sonic Strategy Director for Studio Resonate at Pandora/SiriusXM  Tweet

SOUNDBITES

#1 Steve Keller’s Journey: from Beethoven to Audio Alchemist. (03:24)
#2 An Audio Alchemist’s Mission to Blend Sound Science and Sound Art to Develop Valuable Sound Strategies. (05:32) 
#3 An Audio Logo is to Your Ear like a Visual Logo is to Your Eye. However, Research Shows that Audio Assets Significantly Outperforms Visual Assets. (07:44) 
#4 How the Power of Sound Shapes Consumer Perception and Influences Consumer Behavior.(10:51) 
#5 What are Your KPIs for Audio? It’s Time to Close the Value Perception Gap by Predicting and Optimizing the Value of Audio through Quantifying consumer Perception, Consumer Behaviour and Brand Equity. (16:22) 
#6 The Challenges with Developing a Valuable Sound Strategy are a) Personal Preference b) Lack of Measurement and c) Choosing a Sound Tactic Instead of a Sound Strategy.  (35:02) 
#7 Test! Test! Test! It’s Time to Start Measuring the Impact of Your Audio Assets, or How Many more Misfits can you Afford? (38:54) 
#8 Sound Science, the Cross Modalism Case Study of Propel: Flavor DJ – a Sonic Sensploration.(47:01) 
#9 The Future of Audio is to Harness the Power of Sound to Make a Positive Difference in the way we Hear and Experience the World around us. (59:07)

Steve Keller’s journey: from Beethoven to Audio Alchemist.

Steve Keller: "I picked up a guitar when I was in junior high school and in high school I started writing songs because it was a great way to...

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An Audio Alchemist’s mission to blend sound science and sound art to develop valuable sound strategies.

Steve Keller: "I'm educating our clients and hopefully the world through opportunities and conversations about the power of sound. To think about it more as a strategy than...

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An audio logo is to your ear like a visual logo is to your eye.

Steve Keller: "Same thing with an audio logo as it is usually based on sound design. It could be a few notes that's part of a simple melody, but...

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How the power of sound shapes consumer perception and influences consumer behavior.

Steve Keller: "It is a really pleasurable experience, and it's very addictive. Music is an extremely powerful dopamine trigger. It's one of the reasons why we have particular songs...

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What are your KPI’s for audio Branding?

Steve Keller: "I think language is one aspect, but I really think the real issue is what I call a value perception gap".

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The challenges with developing a valuable sound strategy.

Steve Keller: "We all know what we don't like and that's a problem because we're so used to making decisions about music and sound from our gut even though...

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It’s time to start measuring the impact of your audio assets, or how many more misfits can you afford?

Steve Keller: "You can pre-test. Let's say a spot that you're going to run on the radio, you can do a pre-test because there are companies out there that...

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Sound Science, the cross modalism case study of Propel.

Steve Keller: "Our reflexes respond to sound much faster than sight that means sound can kind of get into our brain and set the stage for our other senses...

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The future of audio is to harness the power of sound.

Steve Keller: "How can we use sound as a positive intervention. How it can have a positive impact around us. For example using sound in healthcare".

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Publications


Black Voices Matter: How Brands Can Cross The Sonic Color Line 
Keller | WARC Guide to Brand Activism in the Black Lives Matter Era, October, 2020

The Impact of Source Effects on the Evaluation of Music for Advertising
Anglada Tort, Keller, Steffens, Müllensiefen | Journal of Advertising Research, July, 2020

Sonic Tonics: A Sound Prescription for Brand Health
Keller | Pm360online, June, 2020

Medicine’s Melodies: On the Costs & Benefits of Music, Soundscapes, & Noise in Healthcare Settings
Spence, Keller | Music and Medicine, Vol. 4(11), 2019

Making Sustainable Foods (Such As Jellyfish) Delicious
Youssef, Keller, Spence | International Journal of Gastronomy and Food Sciences: Vol. 16, 2019

Sound Business: Improving Your Audio ROI
Keller | The European Business Review, September-October, 2018

Sounds Delicious: A Crossmodal Perspective On Restaurant Atmospherics And Acoustical Design
Keller, Spence | The Journal of the Acoustical Society of America, Vol. 142 (4), November 2017

Sounds Spicy: Enhancing The Evaluation Of Piquancy By Means Of A Customised Crossmodally Congruent Soundtrack
Wang, Keller, Spence | Journal of Food Quality and Preference: Volume 58, June 2017

Ritter Sport: The Sound Of Chocolate - An Audio Branding Case Study
Keller, Reese | Audio Branding Academy Yearbook: Nomos, 2013/2014

Caveat Emptor: Towards An Examination Of Emerging Best Practices In The Audio Branding Industry
Keller, Boyett, Fiedler | Audio Branding Academy Yearbook: Nomos, 2011/2012

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