“I think that the future of audio is one that's customized, personalized, interactive, intelligent and dynamic, you know, instead of always treating audio as on and off, we need to treat it in a way that's delivered to each person as a unique experience.” -- Sean BeesonThis episode features a rare two-for-one interview with a powerful sonic duo, Jon Brennan and Sean Beeson, formerly of Sonic Signatures. Jon Brennan's a music composer and sound designer with twenty years of experience creating sound for iconic brands and multimedia platforms. With the rise of voice, podcasts, and streaming, he founded Sonic Signatures to enable brands to effectively use branded audio across every campaign and platform. He's created audio logos, original music, and sound design for leading brands including Amazon Alexa, Tide, Southwest Airlines, IBM Security, Mercy Health, Union Home Mortgage, and KeepTruckin. His film scores include internationally distributed feature films and documentaries, and he has an MFA in Music Composition for the Screen from Columbia College Chicago. Very recently, he decided to work with Sixième Son in the US.Sean Beeson is a composer and sound designer who's worked on hundreds of scores for video games, ads, trailers, and podcasts for clients like Google, Disney, McDonald's, Taco Bell, State Farm, Wizards of the Coast, Neoglyphic, and Sony. He helped develop the sonic identity of Google's Pixel phone, Pixel Buds 2, and Google's Home and Max speakers. He's contributed to three Emmy award-winning projects and has been nominated for multiple Game Audio Network Guild Awards. He's now doing independent music and sound design work.If you want to understand why audio is so important to your brand, Jon and Sean have a thing or two to tell you about that.As always, if you have any questions for my guest, you’re welcome to reach out through the links in the show notes.  If you have questions for me, just visit www.audiobrandingpodcast.com where you’ll find all sorts of ways to get in touch. Plus, subscribing to the newsletter (on the www.audiobrandingpodcast.com webpage) will let you know when the new podcasts are available. The Essence of a ProjectWe start off with a look at the early influences that shaped Jon and Sean's interest in sound. Jon tells us how his older brother's Depeche Mode album sparked a lifelong career in music, while Sean recalls his very first encounter with audio branding when he played Sega video games as a child.  The topic turns to the versatility of sonic branding in everything from mobile games to casino slot machines. The goal, as Sean explains it is, is "to boil down the essence of a project or product or brand to what really makes it unique and what really helps make it relate to the consumer or the user of that product." Supporting the BrandThe interview continues with the story of how Sean and Jon met at a gaming conference, and how their combined experience in commercial music and interactive audio gave them a unique perspective when it comes to audio branding and marketing."We feel that we can best help a company through our one-on-one relationship," Jon says, "and it's through that personalization that we can come up with the most custom and creative results that are the most effective in the long run." Everything is InteractiveNext, we talk about audio branding, what it means to them, and how video games in particular have always been ahead of the curve when it comes to dynamic audio and using sound to continually shape the listener's experience. Jon sees interactive audio, guided by machine learning, playing a more vital...