Joel Beckerman is definitely the right man to give us the most updated and rounded report on the power of sound in entertainment, city life, businesses, buildings, and restaurants. His award-winning team at Man Made Music has created sounds, scores, and successful sonic strategies for companies (AT&T, Mercedes and NBC), chains (Chili's), and entertainment empires ( Disney). On a philosophical level, Beckerman notes:
"The response to sound is central to the human psyche. It's essential to our humanity and day-to-day experiences. It frames every moment of every day. It shapes our moods, our preferences, and our personal and collective histories, and it triggers memories and powerful emotional reactions and connections. And it does so invisibly."
Measure your emotional levels after hearing your favorite love song, the one that you and your partner consider your own. What do you feel hearing the roar of the crowd just before a major sports event is going to begin? What happens to your body when you hear the theme to Mission Impossible or Star Wars?
These all can be seen as "boom moments" when familiar sounds spark memories, elicit feelings, and help you make sense out of things. In order to better understand and appreciate the art of sonic branding, Beckman takes us behind-the-scenes to see how he works with individuals, companies, and organizations to create their own unique sound. The author closes with a suggestion that readers put together their own personal soundtrack keyed to moods, memories, or the need to calm down or jack yourself up.
