“That’s a big thing that I always like to try to put together in the shows — creating the sense of space, where we are taking that audience somewhere. And sonically, what does that sound like? I like having a lot of detail on, okay, this space, i.e. this portion of the episode. It’s like, if I go back to the American Kennel Club example, okay, this is Missouri in the 1850s in the summer. Okay, cool. I can work within that. There’s a lot of information and detail there that I could pull out.” – Joshua Suhy

This episode is the second half of my conversation with JSS Audio Sound Designer, Audio Engineer, and Producer Joshua Suhy as we discuss how he helps synergize the aural and visual components of a branded podcast, his advice to people who are still building a reputation in the sound industry, and the best strategy to new podcasters looking to avoid the dreaded “podcast graveyard.”

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(00:00) - The Importance of Sonic Branding

As the second half of our discussion begins, Joshua talks about his work with marketing teams and what it takes to align a new audio brand with an established visual identity. “A missed opportunity that lots of brands aren't paying attention to is trying to figure out what do we sound like,” he says. “How are we coming across to an audience on an audio, an aural component versus just visual?” We discuss how music and sonic logos fit into branded podcasts, and about the versatility of original music content. “You can begin to see the possibilities,” he explains, “if you own the IP, [of] how much more capability you have creatively if you actually own the content that you're working with.”

(14:20) - Branded Podcasts and Flagship Shows

We talk about sound design and his advice for sound engineers who are just starting out in the industry. “The biggest thing, I think,” he says, “is to establish rapport with the agency or the people that you're working with, being able to trust them, but with the understanding that it's a symbiotic relationship between the two of you.” He tells us about how branded podcasts differ from regular content, and how the branding goes beyond just commercials and interstitials. “A big thing is really being able to figure out what is your voice,” he says. “What is the brand voice? What are you looking for in your show? What audience do you want to reach? And, essentially, creating an audience avatar of this.”

(20:30) - Advice for New Audio Professionals

Our conversation wraps up as Joshua explains why it’s better to start slow as a podcaster, and why monetization shouldn’t necessarily be the primary goal. “If it leads to that, that's great,” he tells us. “But if your sole and only motivation behind your podcast is to make money, chances are you're going to be disappointed, and chances are your show is going to end up in the podcast graveyard with a lot of other people.” He shares how listeners can get in touch, and why sound designers shouldn’t write off their early mistakes. “That particular approach that you did for that episode may not have worked,” he says, “or the sound design approach didn't work for this, but that could be exactly what’s needed to help make the next episode or the next show go from good to great.”

Episode Summary

How brands can set themselves apart from the crowd through sonic branding.
Exploring how branded podcasts blend brand identity and useful content.
Joshua shares his insights as a sound designer for those starting in the industry.

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Creating a Unique Audio Identity: A Conversation with Joshua Suhy – Part 2