Author: John Sanfilippo

Podcast Music: Getting it Right the First Time

If you’re starting a podcast, or even if you’re a veteran podcaster, selecting or creating theme music can be a pretty daunting task. The simplest option is to source stock tracks. Back in the day, stock music was trash. It was elevator music. You were embarrassed to use it. Today there’s more music being made…


3 YouTuber Habits That Won’t Go Away

We’re far from the pioneering days of YouTube, yet there are a number of habits – many of which are vestiges of the old school broadcasting world – that are still prevalent among modern YouTubers. We’re going to look at three of them. 1: The Mass Greeting It feels like every YouTube video starts with…


Anatomy of a Brand Anthem: Northern Latitudes

This is something I’ve wanted to do for a while. We’re going to take a brand theme (also known as a brand anthem) and see what’s going on under the hood. We’ll look at the concept, the methodology, instrumentation, as well as the textures and timbres, and how they all culminate to the audio logo….



The Lesson of COVID: Crisis-Proof Your Brand

I’ve touched on this subject before, but I think it’s worth exploring in its own dedicated blog. When COVID-19 first hit North America in early 2020, most professionals were scrambling to adapt to a changed world. Being in the audio branding industry, it was very interesting to see these changes from a multi-sensory branding perspective….


Post-COVID Ads: Let’s Get it Right this Time

You may have seen the new commercial for Extra gum that’s making the rounds. It’s a little preview of what I’ve been dreading for the last fourteen months: the inevitable onslaught of post-COVID-19 commercials. Don’t get me wrong, it’s a great piece, but as more and more of us get vaccinated, and business slowly returns…


‘I Saw it on the Radio’: The Power of Audio Imagery

Sound is incredibly visual. Back in college, one of my profs, the legendary Steve Bolton, had this poster in his office that said “I saw it on the radio”. For years I thought this was just a joke, but I later realized that it may have been more insightful than I initially thought. Before I…


How to Buy a Microphone

When people ask me what microphone they should buy, I feel like I should pull up some chairs and pour some tea. It’s a big question, but let’s see if we can get started with some short answers. Bear in mind that everything here is just one person’s opinion. Other people will have their own…


The Clichés That Are Killing Your Ad

This is the blog I swore I would never write. I think I was hoping the problem would resolve itself before I would have the opportunity to address it. Unfortunately it’s a problem that continues to persist, so here we go. I’ll try my best to keep this positive and not too ranty. Does your…


Product Sounds: Audio Branding’s Secret Weapon

Rice Krispies is a boring, boring cereal, with an equally boring name. Fortunately someone realized it made a sound. They took snap, crackle, and pop and they ran with it, and that has sustained them for close to a hundred years now. If you have a product that makes (or can make) a distinctive sound,…