Otherwise, people are simply not going to notice it. Immersive sound production for headphones and soundbars could be the focus for brands, provided it fits the product and if the immersive experience is part of the campaign.
But it turns out that people tend to make things smaller and more convenient listening to music or watching movies and series on their phone, tablet or laptop - using built-in speakers or headphones. In music reproduction, we’ve seen: quadraphonic records in the ‘70s, DVD-Audio, Super Audio CD, and 5.1 music in the ‘00s - and they all required many speakers around the house. But history has shown that audiences are looking for convenience rather than adopting the latest trends. The entertainment industry strives to produce content in higher quality - trying to implement the latest technology in both video and audio. Whilst not just around the corner, immersive audio for advertisers could become the norm in the coming years if advertisers see the benefits, as that will drive the push on technology updates that traditional advertising and social playout systems may require.Īuke Riemersma Sound engineer and music producer, MassiveMusic Amsterdam With sound being key, the promos were mixed in the ‘HomeEnt’ format, enabling us to use the format to its fullest - which in turn joined the dots between high-quality images and sound. Raja Sehgal Director of sound and co-founder, Grand Central Recording StudiosĬinema advertising is already using Dolby ATMOS, with brands thinking of using the space during creative.
Immersive has its place, but believing that a TV will produce the desired effect, a significant 360 audio experience, is magical thinking. While I love the potential of immersive audio, it will not be a game changer in the realm of consumer tv applications. Clean Studios, WithFeeling, Gramercy Park Studios and Two AM discuss what the industry’s sound designers and audio engineers need in order to be ready for the ‘new normal’ of immersive sound - if that is to be realised at all - as well as sharing their thoughts on whether advertisers and people at home are prepared for it too.Ĭlick here for a collection of all articles in this series.īill Chesley Owner and sound designer, HENRYBOY In the third and final article of this series exploring immersive sound, experts from Grand Central Recording Studios, HENRYBOY, MassiveMusic Amsterdam, Machine London, Red Apple Creative, Squeak E. With this technology becoming more high-fidelity, more affordable and more prevalent in our entertainment appliances at home, we decided to speak with some sound design experts from around the globe and get their thoughts on the tech and what it means for the advertising industry. Some of the biggest tech companies and entertainment platforms are beginning to realise and lean into the exciting, new opportunities that immersive audio presents – and it’s not just changing our blockbuster experiences at the cinema. Whether it’s the new generation of soundbar technology, built-in TV speakers that scan and bounce the sound off of your living room walls, 3D spatial audio in VR technology or simply new, immersive ways of mixing for heightened headphone listening, it’s getting hard to ignore just how advanced immersive sound is becoming.