Twenty Thousand Hertz: The Sonic Brand Makeover We Didn’t Know We Needed

Host: Dallas Taylor
Episode Release Date: April 16, 2025
Podcast: Twenty Thousand Hertz
Episode Title: The Sonic Brand Makeover We Didn’t Know We Needed

Introduction

In this engaging episode of Twenty Thousand Hertz, host Dallas Taylor delves into the intricate world of sonic branding by exploring the journey of revamping the theme music for the popular podcast Switched On Pop. Through insightful discussions with key stakeholders and industry experts, the episode unpacks the challenges and creative processes involved in redefining a podcast's auditory identity.

1. The Genesis of a Sonic Makeover

Timestamp: [00:01] – [02:21]

Dallas Taylor introduces the episode by reflecting on his own podcast's intro and expressing a desire to refresh its sound to mirror the collaborative spirit exhibited at the end of each episode. This introspection sets the stage for the main narrative: Switched On Pop's decision to overhaul its longstanding theme music.

Dallas Taylor [00:50]: "I wanted to start the show in the same way we end it with a small but mighty team passionately making something together."

2. Sparking the Change: Conversation with Charlie Harding

Timestamp: [02:21] – [07:04]

Dallas introduces Charlie Harding from Switched On Pop, who shares the motivation behind changing the podcast’s theme song after 400 episodes. The original jingle, created hastily using GarageBand loops, no longer resonated with the show’s evolving identity.

Charlie Harding [03:18]: "I knew that we had our very first episode. We needed some kind of theme song, and I literally just dragged together a bunch of garage band loops."

A panel of critics, including Lauren Michelle Jackson and Kat Zhang, provide candid feedback, criticizing the original jingle for feeling dated and lacking sophistication.

Lauren Michelle Jackson [05:08]: "It's trying. Maybe a bit too hard, right? It's not cool. It's not cool enough."

3. Seeking Expert Insight: Collaboration with Dallas Taylor

Timestamp: [15:08] – [17:09]

Realizing the need for professional input, Charlie reaches out to Dallas Taylor, a sound designer and owner of Defacto Sound. Dallas breaks down the components of sonic branding, distinguishing between elements like jingles, theme songs, and sonic logos.

Dallas Taylor [15:38]: "A jingle is a short piece of music that has lyrics in it... A Sonic Logo is something very short, like the Netflix thing."

He emphasizes the importance of retaining memorable elements while allowing room for evolution.

Dallas Taylor [16:59]: "My first instinct for anyone is, like, not to lose something that has existed for so long."

4. Enlisting Musical Talent: Turning to Archiris

Timestamp: [17:09] – [21:44]

Charlie proposes hiring Zach Tenorio and Jossy Adams from the acclaimed band Archiris to spearhead the creation of a new theme. Their expertise promises a fresh yet coherent sound that honors the podcast’s legacy.

Charlie Harding [17:25]: "I want to hire an actual composer... Zach and Jossy of Archiris... to redo our theme music."

The collaboration aims to maintain the core melody while infusing timelessness and contemporary synthesizer elements.

5. Crafting the New Theme: Iterative Feedback and Refinement

Timestamp: [27:04] – [38:35]

Zach and Jossy present multiple compositions inspired by classic and modern synth sounds. They experiment with different harmonies, rhythms, and vocal integrations to align with the brief of creating something both timeless and reflective of current pop music trends.

Nate Sloan [27:58]: "Those strings really fit our brief of something timeless. They sound kind of classic, but also totally contemporary."

As they iterate, feedback from critics like John Caramanica and Hrishikesh Hirway plays a crucial role in shaping the final product. Suggestions include incorporating a radio dial effect and ensuring the theme conveys the podcast’s essence without feeling overly commercial.

John Caramanica [07:13]: "What are you hoping to evoke emotionally but also kind of like philosophically in a listener who heard that?"

The team navigates these critiques, striving to balance innovation with familiarity, ultimately enhancing the theme's sophistication and appeal.

6. Finalizing the Sonic Identity: A Seamless Blend

Timestamp: [38:35] – [43:42]

After numerous revisions and layering of instruments, vocals, and sound effects, the new theme emerges as a complex yet harmonious composition. With over 100 tracks, the theme embodies a rich tapestry of sounds that reflect the podcast’s dedication to music analysis and education.

Charlie Harding [35:00]: "And when we're done, audio bumper, we got a sonic identity."

The revamped theme receives positive feedback from early listeners and critics, praising its smoothness and blend of old and new elements.

Lauren Michelle Jackson [37:34]: "I love the revamp. It's smooth, very suave, while still retaining a bit of the old sound."

7. Insights and Reflections: The Emotional Journey of Sonic Branding

Timestamp: [41:00] – [43:21]

Charlie reflects on the emotional and human aspects of creating a jingle, highlighting how sonic branding transcends mere technical composition to embody the creators' hopes and values.

Charlie Harding [41:24]: "It was the process of exploring these sounds that really made it all come together."

Nate emphasizes the profound impact of sonic elements on a podcast's identity, recognizing the delicate balance between creativity and consistency.

Nate Sloan [42:58]: "It’s actually very emotional, very human, very much about what our hopes and goals and ambitions and loves are."

8. Conclusion: A Harmonious Success

Timestamp: [43:21] – [44:28]

With the new theme finalized, Switched On Pop now boasts a sonic identity that marries tradition with modernity, resonating more deeply with its audience. The episode concludes with an affirmation of the collaborative effort and the value of professional sonic branding in enhancing a podcast's presence.

Key Takeaways

• Sonic Branding Complexity: Crafting a theme involves more than just selecting pleasing sounds; it requires aligning with the brand's identity and evolving with its growth.

• Importance of Feedback: Constructive criticism from diverse sources can significantly refine and enhance the creative process.

• Collaboration with Experts: Engaging with professional sound designers and composers can bridge the gap between creative vision and technical execution.

• Emotional Resonance: A successful sonic identity is one that emotionally connects with the audience while maintaining the brand's core essence.

Notable Quotes with Timestamps

• Charlie Harding [04:24]: "I think one of the great challenges with changing any kind of identity is that there's all of this loaded nostalgia for the thing you already knew."

• John Caramanica [07:13]: "What were you hoping to evoke emotionally but also kind of like philosophically in a listener who heard that?"

• Nate Sloan [16:43]: "We need to keep it nice and quick, right?"

• Lauren Michelle Jackson [37:34]: "I love the revamp. It's smooth, very suave, while still retaining a bit of the old sound."

This episode offers a compelling exploration of the nuanced process behind sonic branding, illustrating how thoughtful collaboration and responsive iteration can culminate in a resonant and effective auditory identity for a podcast.