Music is emotional, and sound is a powerful tool for tuning in to feelings and memories. Music helps us recall people, places and experiences. A song can take us back to a time in our lives we may not have thought of for years or even decades. 
Dan Higson and Nick West know this better than most and are leading the way when it comes to creating memorable and emotive sonic branding and music strategy for brands with their globally awarded sound studio, Smith & Western.  
Dan began his career trying to be a pop star in 80s London. He even made it onto Top of the Pops, the iconic British music chart TV show. Around the same time, Nick was in Japan, going to music festivals in the mountains on weekends. Later he paid his way busking with a didgeridoo while learning how to write music in his basement. 
Listen in as Vince, Dan and Nick discuss the science behind making music and sounds, why you can’t copywrite chord progressions or drum patterns, and how AI is impacting their industry. 
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