Disney Research’s new experiment bridges the gap between the real and the virtual.
Sonic branding, a noun, describes the use of sound to reinforce brand identity of a product or service. While you may not be aware of it, the sound has a huge part in how we make purchasing decisions and experience technology. Moreover, there are people out there who devote their lives to these micro-experiences.
In most science-fiction movies, the aliens are accompanied by weird sounds that are joined by roaring spaceships (but there shouldn’t be sound in space) and blasters that go pew-pew. But for anyone who has seen “Arrival,” one would know and hear that sound plays a vital part in telling a story, and giving a new breath to an otherwise cliche’ ridden genre.
While the experience of 3D audio is something that's hard to describe in words, it's easy to understand how it is bringing a fundamental shift to the future of audio and music. In this video we hear from Abbey Road professionals on what their experience with OSSIC was, and how working with 3D audio has opened new doors for music and sound production.