The Sonic Boom - by Joel Beckerman & Tyler Gray (Paperback)

About the Book

A sonic branding expert explains how businesses can strategically use music and sound to maximize their impact, revealing the powerful influence of sound on our emotions, opinions, and brand preferences.

Book Synopsis

"Music defines us. Joel Beckerman knows. Let him tell you all about it." --Anthony Bourdain

"Equal parts sociological study and business advice, using unique everyday examples--for instance, how the fate of the Chili's fajita empire rested on the sound of the sizzling platter, and how Disneyland approaches soundscapes for a fully immersive experience--to explain how sound effects our mood and shopping habits."--EW.com

Sound and music surround us so constantly that we often take them for granted. But sound has surprising power to influence our decisions, opinions, and actions in ways we might not even notice. Discordant ambient noise can induce anxiety; ice cream truck jingles can bring you back to your childhood. In The Sonic Boom, composer and strategic sound expert Joel Beckerman provides a new framework for thinking about sound's effects on every aspect of our lives.

You don't need to be a musician or a composer to harness the power of sound. Companies, brands, and individuals can strategically use sound to get to the core of their mission, influence how they're perceived by their audiences, and gain a competitive edge. Whether you're a corporate giant connecting with millions of customers or a teacher connecting with one classroom of students, the key to an effective sonic strategy is the creation of "boom moments"--transcendent instants when sound connects with a listener's emotional core.

"I've spent my life curating, creating, and collecting sounds. But Beckerman and Gray have shown here that there are still plenty of sounds that we've all missed. The Sonic Boom reveals the music and structured cacophony of everyday life." --Moby

From the Back Cover

Equal parts sociological study and business advice, using unique everyday examples for instance, how the fate of the Chili s fajita empire rested on the sound of the sizzling platter, and how Disneyland approaches soundscapes for a fully immersive experience to explain how sound effects our mood and shopping habits. EW.com Sound and music surround us so constantly that we often take them for granted. But sound has surprising power to influence our decisions, opinions, and actions in ways we might not even notice. Discordant ambient noise can induce anxiety; ice cream truck jingles can bring you back to your childhood. In "The Sonic Boom, ""composer and "strategic sound expert Joel Beckerman provides a new framework for thinking about sound s effects on every aspect of our lives. You don t need to be a musician or a composer to harness the power of sound. Companies, brands, and individuals can strategically use sound to get to the core of their mission, influence how they re perceived by their audiences, and gain a competitive edge. Whether you re a corporate giant connecting with millions of customers or a teacher connecting with one classroom of students, the key to an effective sonic strategy is the creation of boom moments transcendent instants when sound connects with a listener s emotional core. I ve spent my life curating, creating, and collecting sounds. But Beckerman and Gray have shown here that there are still plenty of sounds that we ve all missed. "The Sonic Boom" reveals the music and structured cacophony of everyday life. Moby JOEL BECKERMAN is the founder and lead composer of Man Made Music and has created unique sonic branding strategies for companies such as Disney, Mercedes, and AT&T. TYLER GRAY is an editorial director for Edelman in the New York City office. He was recently editorial director for "Fast Company" and is the author of "The Hit Charade"."""

Review Quotes

"The Sonic Boom will alter how you hear the world." --TIME "Equal parts sociological study and business advice, using unique everyday examples- for instance, how the fate of the Chili's fajita empire rested on the sound of the sizzling platter, and how Disneyland approaches soundscapes for a fully immersive experience- to explain how sound effects our mood and shopping habits." --EW.com "Beckerman's anecdotes, including how Apple computers came to have their particular start-up noise, are engaging." --Los Angeles Times "Thanks to such entertaining asides and Beckerman's enthusiastic conviction that sound matters more than anything, readers of The Sonic Boom might suddenly find they're hearing things they had never noticed before." --Washington Independent Review of Books "A fast and provocative read that will appeal to a wide, general audience, especially those interested in the psychology of marketing." --Library Journal "Informative...The book's strength lies in the specificity of its examples: the restaurant chain Chili's triggered Americans' hunger by amping up the sizzle of fajitas; Disney creates "fake quiet"--a soundscape of birds and forest sounds--to help people feel they are somewhere magical...This book is directly aimed at corporations, fund-raisers, and party planners, but shoppers, donors, and partygoers should also read it to learn about how their decisions are being affected by the soundscapes in which they are immersed." -- Publishers Weekly "The author makes a strong case that we are unaware of the degree to which 'the hidden world of sound' influences our moods and the choices we make. Although we are more aware of the information we obtain through sight, Beckerman bolsters his conclusion that it is sound rather than sight that is our most important sense, citing how The Star Spangled Banner and Beethoven's Fifth Symphony evoke powerful emotions by the use of a few repeated notes. We instantly recognize these musical phrases, or 'sound logos, ' which 'efficiently let listeners recall and understand rich stories.'...Interesting insight on the use of sound bites to merchandise products." --Kirkus "I've spent my life curating, creating, and collecting sounds. But Beckerman and Gray have shown here that there are still plenty of sounds that we've all missed. The Sonic Boom reveals the music and structured cacophony of everyday life." --Moby "The only force more powerful than taste or smell when trying to create an emotional response? Music. The right sound at the right time can slam you right back to childhood, create dread, inspire empathy, turn you on a dime to an emotional jellyfish. The right song at the right time can change--and has changed--the world, leading directly to social change and even revolutions. Music defines us. Joel Beckerman knows. Let him tell you all about it." --Anthony Bourdain, chef, bestselling author of Medium Raw, No Reservations, and Kitchen Confidential "Pick this book up. Put it close to your ear. Riff through the pages. Hear that? Those are ideas--Beckerman's ideas--flying by a mile a minute. Reading Sonic Boom is like seeing colors for the first time!" --Fred Graver, writer/producer, TV creative lead at Twitter "Beckerman and Gray show how the right sound at the right moment forges bonds between brands and people--and how bad sound breaks them. The Sonic Boom illuminates the surprising opportunities that are revealed when we utilize sound thoughtfully and --

About the Author

JOEL BECKERMAN is the founder and lead composer of Man Made Music and has created unique sonic branding strategies for companies such as Disney, Mercedes, and AT&T.

TYLER GRAY is an editorial director for Fast Company Media and the author of The Hit Charade.