Audible Equity: An Interview With Audio Branding Expert, Shez Mehra – Part 1 – Connecting Podcasts with Listeners & Subscribers From All Over the World!

Audible Equity: An Interview With Audio Branding Expert, Shez Mehra – Part 1

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If you re not thinking about sound and audio strategically and intentionally as it applies to every part of the mix in marketing every touchpoint every channel every platform then you re likely going to be doing yourself a disservice — Shez Mehra This week s guest is an award-winning creative entrepreneur founder advisor and producer who specializes in building brand affinity through the strategic and intentional use of sound Sounds like the perfect person to ask about audio branding right His name is Shez Mehra and we met recently at a monthly Zoom chat that Jeanna Isham put together discussing sound in marketing Shez really impressed me with his knowledge about the industry with the projects he s worked on in the past and where he sees this going in the future He s on the cutting edge of discovering creative ways to use sound for his clients every day and I m looking forward to exploring more about that and hearing some of the stories he has to tell I really think you ll enjoy this interview Playing the Wizard Shez tells us about his earliest memories of sound of dancing to Chubby Checker with his dad and trying to figure out how the musicians could fit inside a radio But his life truly changed once he heard a DJ s record scratch and then when he went to his first nightclub and saw a DJ s hold on the audience firsthand I was fascinated by this person sort of behind the scenes he explains playing Wizard of Oz and really controlling the entire narrative and soundscape and influencing so many people s journeys nbsp Differentiation Through Sound Audio branding Shez tells us is essentially building differentiation through sound It s not unlike visual branding in that you see a logo or a brand or a color and you re intrinsically thinking about that brand or that company We discuss the more binary role sound used to play in marketing jingles and how our audio branding has evolved over time As Shez says it s about being everywhere that a brand exists and speaks to a customer nbsp A Post-Production Conversation We also take a look at the meteoric rise of Clubhouse Zoom and social media in the audio branding landscape and their staying power now that the world s beginning to open up again Shez talks about the importance of integrating sound strategically into marketing from the very start of a brand Most brands aren t thinking about sound in this way It s always thought of as a post-production conversation he tells us If you re not thinking about sound strategically then you re likely going to be doing yourself a disservice nbsp Not the Same World It is not the same world as even five years ago or ten years ago Shez explains and even the ways our brains are being wired differently now is changing We talk about the challenges that audio marketing faces in the age of social media for instance if a licensed song goes viral on TikTok is the company positioned to take advantage of that We discuss the perils of taking a halfhearted approach to building that audio brand and how he emphasizes those challenges and solutions for clients We understand the value of what we do but we need to be able to articulate it to the people responsible for investing in brand and brand decisions nbsp Be sure to tune in next week for part two as we continue the interview with a look at Shez s upcoming Destination Toronto project his work on the Telus EndBullying campaign and a peek at what can happen when too many brands use the same stock music Connect with the Guest Websites https the194group com https the194group com https www audiobrand io https www audiobrand io https rainamusic com https rainamusic com Follow Shez Mehra on Twitter https twitter com shezmehra https twitter com shezmehra Connect with Shez Mehra on LinkedIn https www linkedin com in shezmehra https www linkedin com in shezmehra ConnectClick here to visit this podcast episode