User-Generated Audio Branding: What You Need To Know To Ride The Next Sonic Wave

User-Generated Audio Branding: What You Need To Know To Ride The Next Sonic Wave

“The public has an appetite to interact with your brand on a deeper level than you think. It's ... [+] insulting to slap them with an inflexible repeated mantra." - Sean Thornton, Audio UX (Photo by Joseph Branston via Getty Images)



Future Music Magazine/Future via Getty Images

Among the shortcomings of short-form video service Quibi was a decision at launch by the Jeffrey Katzenberg-led company to wall off its content assets. The move rendered it impossible for viewers to cut and paste clips, create memes, share snippets.

The misstep was quickly corrected. Why? Because if fans can't interact with content, if they can't own and share a piece of the experience—you've just hamstrung your best brand ambassadors. 

Audio branding, on the verge of a colossal