“I would just play these crazy ‘80s drum beats and then I’d play on top of it and it was like the coolest thing ever. So it always became this really important thing to me too, and I couldn’t describe it in any way professionally at all. I mean, I was just a kid. But I was thinking about this like, I don’t know. I assumed some kids were, like, super into BMX bikes or something. Like, this was like my thing, and I think, again, that just really helped push me into that world.” -- Jack Bradley

What does it take to craft the perfect sound that lingers in your mind long after you’ve seen an ad? This is a question veteran sound designer and HiFi Project CEO Jack Bradley, with over 25 years of experience in the content music and audio industry, has dedicated his career to answering. In this episode, we explore the intricacies of audio branding and uncover the latest industry trends and the power of sound in shaping viewer’s perceptions. Jack takes us behind the scenes, revealing the technical process involved in sound design, from session booking to mastering such resources as Pro Tools. As the audio landscape continues to evolve, we delve into the shift from creating to curating as well as the expanding market for custom music for campaigns. We also discuss the implications of using non-exclusive music and the importance of creating unique content.

Our discussion also explores the role of sound in TikTok advertising and how the emergence of social media platforms has transformed sound design. Jack provides invaluable insights into creating short, impactful tracks for a variety of online platforms. From seven-second spots to fifteen-second TikToks, learn how he has successfully crafted effective soundtracks for various campaigns. If you want to learn more about what sort of audio goes into creating a great ad campaign, stay tuned.

As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes.  If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

(0:00:00) - The Power of Sound in Advertising

As we start the episode, Jack shares his personal journey into the field of production, drawing upon his mother’s passion for the piano and how it helped shape his love of music, as well as classic cartoons like Bug Bunny’s “Rhapsody Rabbit” that first introduced him to classical composers. “They used a ton of it,” Jack recalls from his childhood, “and why not? It was public domain, and they had access to it. I know that there’s a ton of literature out there that talks about the power of Looney Tunes and Warner Brothers and using classical music, but that one, in particular, has always stuck to me.”

(0:09:01) - Early Inspiration for Music

Jack also shares his passion for analog synth music of the 1980s and how it made a lasting impression on him. “Especially the very thematic stuff that was happening,” he explains. “The theme from Knight Rider or like Tangerine Dream and I remember the theme from Street Hawk. I thought