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1、Wunderman Thompson and Spotify Advertising present the Future of Sound,unpacking the key trends for brands as we head towards an audio-first world.Sound used to be an afterthought for brands,but no longer.The more we understand about the power of music,audio,and voice,the more it is clear that sound
2、 is a potent and untapped tool for consumer engagement.As these trends reveal,it can do so much more than provide a backing track.Sound is an intimate sense,tapping deep into our emotions,stimulating sensations and triggering memories.It shapes our understanding of the world and how we feel within i
3、t,making us feel safe or afraid,elated or melancholy and everything in between.As we collectively face a global crisis of wellbeing,we are learning that audio can be powerfully therapeutic,able to soothe our minds and even heal our bodies.The soundscapes that surround us will harness technology to g
4、row ever more adaptive,contextual,and tailored,flexing to meet our personal or collective needs.As life expands into virtual worlds,sound will be the constant that welcomes people in.Already,music is making a home in this space,with web3 record labels and phygital superstars proliferating.In this ne
5、w era,fans will get ever closer to the artists they love,acting not just as advocates,but as investors and co-creators.Of course,as in many of todays industries,there will be an ongoing focus on betterment,whether for people or planet,and an imperative to deliver on inclusion,accessibility,and susta
6、inability.Moreover,for brands,sound and audio can flex across every channel and touchpoint,offering tangible opportunities for consumer engagement.Sonic branding and brand soundscapes can build seamless narratives,journeys,and experiences in both screen-based and screenless environments.Backed by AI
7、,sound will even bring brands to life,allowing for in the moment conversation.We hope you enjoy the report.To keep you company,we have curated a bespoke playlist featuring all of the artists who appear in the trends.Rooted in our lives,sound truly shapes our everyday.Now brands can ride the sound wa
8、ve to be there too.To listen along,just open Spotify,click on the camera icon and scan the following code.INTRODUCTION Marie Stafford GLOBAL DIRECTOR,WUNDERMAN THOMPSON INTELLIGENCEGood vibration.Minimizing the musical footprint.Adaptive audio health.Audio erotica.Architectural soundscapes .FEEL GOO
9、DVIBESP.28P.30P.32P.34P.36CONTENTCONTENTFandomonium.The gaming engine.The phygital artist.Sonic serendipity.Audio techcessibility.Mystery sonification.P.05P.08P.10P.12P.14P.16SOUNDWITHOUTLIMITSContextual storytelling.Sonic brand futures.Conversational advertising.P.19P.22P.24AUDIOBRANDINGSOUNDSOUNDW
10、ITHOUTWITHOUTLIMITSLIMITSChapter 01As they become aware of their collective power,the status of fans evolves from passive consumers to advocates,activists,co-creators,and investors alongside their favorite artists.FANDOMONIUMFANDOMONIUMOver the last few years,the Over the last few years,the relation
11、ship between fans and relationship between fans and musicians has achieved more musicians has achieved more balance,moving towards a more balance,moving towards a more collaborative approach.Aware of collaborative approach.Aware of the power they hold,fans are now the power they hold,fans are now be
12、coming co-creators,and even becoming co-creators,and even investors in their favorite artists.investors in their favorite artists.The role of music fans has evolved considerably over the last few years.The“Chasing Creators”trend from Spotifys Spotifys Culture Next ReportCulture Next Report underline
13、s that the era of superstar artists simply broadcas-ting to passive admirers is over.This new generation of fans expects unlimited access to their favorite artists,as well as constant engagement.At the same time,artists also gain new ways to involve their fans in their own universe.In the digital ag
14、e,numbers and digital skills place a lot of power in music fans hands and theyre starting to unders-tand this state of affairs.According to the Culture NextCulture Next ReportReport,20%of Gen-Z considers themselves more than just fans.Over the last ten years,the political and cultural influence of K
15、-pop fans across the world has been an example of this involvement pushing beyond the fan status.These musical super-fandoms went from internet subcultures to power-ful armies controlling social media trends and influencing politics with mainstream media coverage.As if to demonstrate their power,the
16、 BTSBTS FrenchFrench ArmyArmy a collective of BTSBTS fansfans lobbied for a large French retailer to sell the groups albums in all their stores.Young people,Gen-Zers in particular,no longer see themselves as mere consumers,but as creators aspiring to collaborate with the artists and brands they foll
17、ow.And more and more artists seem keen to join their fans for the ride.In the electronic music sphere in parti-cular,many initiatives of this kind are launching.On the P00LSP00LS platform,artists can develop their musical commu-nity on Web3,where the members earn“social money”for their engagement,al
18、lowing them to unlock advantages and exclusive access.In 2022,YSLYSL BeautyBeauty collaborated with the platform so that two of its ambassadors,KittensKittens and Agathe MouginAgathe Mougin,could launch their community.The same year,musician JacquesJacques sold the rights to his song“Vous”the plural
19、“you”in French as NFTs.Each of the 194 seconds of the song could be bought for the equivalent of 145 euros.The“co-owners”received a signed vinyl and are now collecting their royalties on the song.This model,which the artist used as an exploration,became more concrete with PianityPianity,a platform w
20、here musicians and their communities come together to create,sell,buy,and collect songs certified with blockchain techno-logy,compensating the artist for every transfer of ownership.During its 2023 Stream On event,SpotifySpotify presented exciting innovations,including a complete redesign of the int
21、erface.This new design aims to stren-gthen the bond between creators and listeners through an interactive visual experience.With users spending more time on the app,brands now have grea-ter opportunities to engage with their audience through multimedia formats such as videos,audio,and display ads.Th
22、is development is particularly advan-tageous for brands,as research in SonicSonic ScienceScience has revealed that SpotifySpotify content and ads not only captivate our ears but also capture our visual atten-tion.The research also indicates that an impressive 93%of the brains engage-ment with Spotif
23、ys content seamlessly translates into engagement with adver-tisements.BTS Army,K-pop band BTSs“fan syndicate”Musician Jacques sold the rights to his song as NFTs.P00ls creates currencies for fans and their communitiesP.6P.6In the digital age,numbers and digital skills place a lot of power in music f
24、ans hands and theyre starting to understand this state of affairs.WHY ITS INTERESTINGTodays Generation Z is redefining the creator-fan relationship,fostering a sense of kinship and mutual support.At Spotify,we recognize the power of these passionate online communities and collaborate with creators w
25、ho construct immersive worlds to engage with their fans.By partnering with Spotify,brands can tap into these strong relationships,forge meaningful connections with Gen Z,and create impactful experiences within these thriving communities.Marion Boeri,Global Thought Leadership Lead,SpotifyGaming is no
26、w a strategic partner for the music industry.THE GAMING THE GAMING ENGINEENGINE The synergy between The synergy between gaming and music is growing gaming and music is growing into a major cultural and into a major cultural and economic phenomenon.Artists economic phenomenon.Artists and labels now s
27、ee the potential and labels now see the potential of video games as a powerful of video games as a powerful medium to reach and engage medium to reach and engage audiences in the digital world.audiences in the digital world.The future will probably unlock The future will probably unlock deeper partn
28、erships,new deeper partnerships,new creative collaborations and creative collaborations and hybrid experiences.Despite hybrid experiences.Despite many challenges,the future many challenges,the future promises a plethora of creative promises a plethora of creative and business opportunities for and b
29、usiness opportunities for the music industry.the music industry.Gaming has become one of the biggest industries,with a huge audience of enthusiasts making up about a third of the worlds population-a number which continues to grow every day.In turn,ga-mings popularity has driven increasingly large pr
30、oduction budgets,with a big part of this investment now dedicated to game soundtracks.This represents a unique opportunity for composers,authors,and producers:they can attract a large audience worldwide,without the issue of the language barrier.In the future,as platforms evolve towards virtual leisu
31、re and entertain-ment spaces,the synergy between the worlds of music and gaming is only set to grow and grow.Gaming is becoming more and more va-luable for the marketing economy.It provides a high-value and constantly growing audience,desirable not just for its size(3 billion individuals)and the vol
32、ume of business generated(184 billion dollars in 2022 with a 3.4%growth predicted over the next few years accor-ding to NewzooNewzoo analysts),but also by the power of its influence,and gamings capacity to spread messages,content,and ideas instantly across every continent.At the center of this,audie
33、nces(e.g.the Zalphas or Gen Zers and Gen Alphas)are increasingly hard to reach because of the fragmentation of their media consumption and the explosion of streaming channels.Games offer a powerful way to connect with them:81%of them are gamers,ac-cording to GameloftGameloft.The most popular games a
34、re open platforms like Roblox,Roblox,Minecraft,and FortniteMinecraft,and Fortnite.Interestingly,these platforms are already morphing into leisure and entertainment spaces that have successfully hosted virtual concerts and events.Take,for example,RobloxRoblox,which re-cently organized a free concert
35、for the Super Bowl LVIISuper Bowl LVII in the WarnerWarner BrothersBrothers RhythmRhythm CityCity,with SaweetieSaweetie as its head-line act.These virtual spaces have the potential to generate additional profit through live performances and merchandising.Video games pervade culture,so much so that e
36、vents like BBC PromsBBC Proms dedicate special nights to the music of video games,featuring popular soundtracks like those of Battlefield 2042Battlefield 2042 and Kingdom HeartsKingdom Hearts.In 2023,the Grammy AwardsGrammy Awards opened up a new distinct category for video game music,highlighting t
37、he cultural power of the gaming industry,with the violinist StephanieStephanie EconomouEconomou winning for Assassins Creed Valhalla:Dawn of Assassins Creed Valhalla:Dawn of Ragnark.Ragnark.DeloitteDeloitte reported in 2022 that almost half of the gamers in the United States said they discovered new
38、 music while playing.For example,Lil Nas XLil Nas Xs exclusive track recorded for the League of LegendsLeague of Legends WorldsWorlds tournament has already garne-red millions of streams on SpotifySpotify.Stephanie Economou is the first composer to be awarded a Grammy Award for her work on the video
39、 game Assassins Creed ValhallaLil Nas X composed Star Walkin,the anthem of the 2022 League of Legends World ChampionshipEveryone born today is a gamer,which means there are 140 million new gamers every year.Matthew Ball,VC,essayist and Metaverse theoristP.9P.9WHY ITS INTERESTINGTHE PHYGITAL THE PHYG
40、ITAL ARTISTARTISTWill the line between real and virtual pop stars soon disappear?Virtual worlds offer Virtual worlds offer new opportunities to artists and new opportunities to artists and labels,with VR events bringing fans up labels,with VR events bringing fans up close to the action,and with unli
41、mited close to the action,and with unlimited capabilities.Artists will share these capabilities.Artists will share these spaces with their virtual equivalents,spaces with their virtual equivalents,such as Angelbaby,who are already such as Angelbaby,who are already breaching the digital wall to perfo
42、rm breaching the digital wall to perform in the physical world.In the future,in the physical world.In the future,audiences could become as ardent in audiences could become as ardent in their support for these metastars as for their support for these metastars as for their flesh and blood equivalents
43、.their flesh and blood equivalents.Virtual pop stars are nothing new but,thanks to recent developments in AI and web3,their numbers are now growing rapidly in the age of the metaverse,while many international artists are working on virtual reality concerts.This unique combination is set to blur the
44、line between the physical and virtual worlds even more in the future.The recent evolution of various technologies,such as streaming,“extended”reality(including virtual reality and augmented reality),virtual worlds,NFTs and web3 decentralized platforms,has fostered the rise of a new kind of entertain
45、ment.Attending a virtual concert is fast becoming a key part of the music fan experience.Recent large-scale events organized within gaming platforms,during and after the pandemic(involving ArianaAriana GrandeGrande or TravisTravis ScottScott in FortniteFortnite and LilLil NasNas XX in RobloxRoblox),
46、have begun to normalize this trend.For younger generations,the distinction between physical and virtual worlds is fading:both are just real life.A growing number of artists are successfully experimenting with these new territories,expanding their audience.For example,during a futuristic 2022 dance a
47、nd rap performance,Megan Thee Stallion Megan Thee Stallion partnered with AmazeVRAmazeVR for the first-ever virtual reality tour called“Enter the“Enter the Hottieverse,”Hottieverse,”attended by 15,000 fans in 15 cities across the United States.Calvin HarrisCalvin Harris also performed a virtual real
48、ity concert on TikTokTikTok LIVELIVE in January 2023,using the PicoVRPicoVR headset.J.BalvinsJ.Balvins FuturumFuturum show,designed as a 180-degree experience on Metas Metas Horizon WorldsHorizon Worlds VR platform,was shown at SXSWSXSW 2023 alongside a VR performance from K-pop girlband aespaaespa.
49、DecentralandDecentraland held its second Metaverse Music Festival in November 2022,headlined by BjrkBjrk,OzzyOzzy OsbourneOsbourne and SouljaSoulja BoyBoy.The event lasted over four days across 15 virtual stages and offered interactive experiences throughout its virtual festival site.The rise of the
50、 web3 economy is a more direct and interactive link between fans and artists that offers an opportunity for record companies to redesign their marketing approach.The growing popularity of virtual worlds as well as web3 platforms is giving rise to an entirely new kind of musical talent:“virtual-nativ
51、e”pop stars,solely created to perform in metaverses.The WarpsoundWarpsound collectivecollective,owned by startup Authentic ArtistsAuthentic Artists,brings together AI-generated virtual artists on web3 platform TheThe SandboxSandbox.EscapeplanEscapeplan,a DJ duo made up of BoredBored ApeApe NFTsNFTs,
52、was signed by WMEWME,along with KingshipKingship,a Bored Ape quartet who collaborated with M&MsM&Ms,and was created by UniversalUniversal MusicsMusics experimental label 10:22PM10:22PM.Metaverse company SensoriumSensorium has also created its own AI-based virtual DJs.Other virtual stars include ROHK
53、IROHKI,BoredBored BrothersBrothers,ZeroZero PainPain and ANAANA.Meanwhile,Hume Collective Hume Collective is promoting Angelbaby Angelbaby,the worlds first“metastar”,a virtual bunny,with three musical NFTs on OpenSeaOpenSea.The character has already performed at festivals and signed a contract with
54、CAACAA to explore new opportunities.The band aespa,ready to conquer the metaverseMegan Thee Stallions“Enter the Hottieverse”virtual reality tourP.11P.11WHY ITS INTERESTINGThe metastar Angelbaby performing in the metaverse A new generation of music discovery apps offers original,fun,and interactive w
55、ays to explore and listen to new music.SONIC SONIC SERENDIPITYSERENDIPITYThe trend“Sonic Serendipity”The trend“Sonic Serendipity”unveils a new,inspiring reality unveils a new,inspiring reality where listeners play an active where listeners play an active role in the discovery and role in the discove
56、ry and promotion of new artists.promotion of new artists.Artists will benefit from this Artists will benefit from this too,as the new generation too,as the new generation of music discovery apps will of music discovery apps will promote a more exploratory,promote a more exploratory,diverse,and inclu
57、sive musical diverse,and inclusive musical landscape.landscape.With about 100,000 tracks added to the worlds streaming platforms every day,our contemporary music supply can become overwhelming and hard to navigate.Yet,for many audiophiles,the process of finding their next favorite track is as exciti
58、ng as the listening itself.In response,new tools for musical discovery are emerging.They are fun,innovative,and often interactive,placing the listener at the heart of an active discovery process.Some use emotional stimuli to suggest a track,others borrow UX techniques from popular social networks or
59、 dating apps.The listeners of today have evolved.They want everything right away,to find a rare gem as soon as its released.And the thirst for inspiration and the unex-pected has grown even stronger with the repeated pandemic lockdowns.However,the rush for the new can provoke anxiety and,faced with
60、infinite choice,humans can begin to feel over-whelmed.This opens up opportunities for the industry to create new naviga-tion-centred experiences.These tools offer recommendations that go beyond the usual suggestions based on listening history,allowing music fans to find new artists,tracks,and genres
61、 from geographical regions that could otherwise be overlooked.During its 2023 StreamStream OnOn event,SpotifySpotify presented exciting innovations like its enhancements of the discovery function,with new features for creators and artists.With SmartSmart ShuffleShuffle and AI DJAI DJ,users can add n
62、ew music to playlists and enjoy personalized AI-guided music exploration.Popular playlists like DiscoverDiscover WeeklyWeekly,ReleaseRelease RadarRadar,NewNew MusicMusic FridayFriday,and RapCaviarRapCaviar now offer a track-by-track exploration,providing a visual experience.Brands can engage in thes
63、e discovery moments by sponsoring play-lists and immersing themselves in capti-vating content.AI-driven playlist tool LineupLineup is taking new approach.Based on a variety of factors such as AI prompts,images and videos,LineupLineup shines a spotlight on artists and tracks that are not main-stream.
64、MuzicSwipe MuzicSwipe uses Tinder-style navigation to match fans with artists.Users have to listen to 15-second extracts and swipe right on three of those before the name of the artist is revealed.The Smores Smores app merges a TikTok-style visual identity with insights from Shazam.Shazam.Users see
65、a personalized stream of short 15-to-35-second extracts,showcasing the most popular parts of each song.With every new interaction comes hyper-spe-cific genre recommendations.Millennials and Gen Zers put a premium on experiences over possessions.They choose lifestyle,pleasure,and explora-tion before
66、ownership,as the music industry can testify.For instance,the resurgence of vinyl is in part thanks to the unique sensory experience it can provide.Artists now make more money from live concerts than from physical products.The next experience to add to this list will be musical discovery and the jour
67、ney to uncover ones next favorite track.MusicSwipe uses an algorithm that allows listeners to“match”with their next favorite artist in three swipesStream On 2023:CEO Daniel Eks OpeningSmores lets users listen to a short clip of a song based on their listening historyP.13P.13WHY ITS INTERESTINGListen
68、ers want everything right away,to find a rare gem as soon as its out.Advances in audio technology can help visually impaired people deeply enrich their lives.Sonic guidance tools can make leisure activities more varied,while fostering creative expression.AUDIO TECHCESSIBILITYAUDIO TECHCESSIBILITYAs
69、influencer Molly Burke As influencer Molly Burke suggested in a promotional suggested in a promotional video for Googles Talkback video for Googles Talkback tool,brands should focus on tool,brands should focus on making life enjoyable for people making life enjoyable for people with visual impairmen
70、ts.Audio with visual impairments.Audio techcessibility innovations are techcessibility innovations are now going beyond the basics to now going beyond the basics to truly enrich lives.truly enrich lives.The demand for inclusive product design is stronger than ever.According to Wunderman ThompsonWund
71、erman Thompson,81%of people believe that the needs of people with disabilities should be taken into consideration when designing a new product(Inclusions Next Wave,Inclusions Next Wave,20222022).While advanced technologies can be harnessed to make the world more accessible for marginalized communiti
72、es,businesses are also considering how they might use the latest innovations to make lives more enjoyable too.The design community,along with other industry sectors,is increasingly taking the motto Nothing about us without us to heart.As more people with disabilities are given a seat at the table,th
73、is is driving a revolution in inclusive design.WaymapWaymap,a navigation app that helps visually impaired individuals navigate public transit,was tested in Washington DC in June 2022.Its goal is to empower its users,giving them the independence to expand their horizons beyond the 2.5 regular routes
74、that most blind Americans take,according to the company.The tech giants are also leading the charge on techcessibility.Googles Googles Pixel 7Pixel 7,launched in October 2022,features a new accessibility tool,TalkbackTalkback,designed to help those with visual impairments take selfies by using audio
75、 cues to guide them into the shot.The screen reader gives spoken feedback and triggers haptic vibrations to help users place themselves into the frame.Following sports in real time is one of the activities that visually impaired people have historically been excluded from.A study conducted by Action
76、 Action AudioAudio estimated that nearly 300 million people worldwide are unable to fully enjoy live sports due to visual im-pairments.To address this accessibi-lity issue,Action Audio Action Audio a consortium consisting of Tennis Australia,AKQATennis Australia,AKQA,and Melbournes MonashMelbournes
77、Monash UniversityUniversity set up a unique system for augmenting live sports with sound during the January 2022 Australian OpenAustralian Open.The system uses data from a ball monitoring computer and audibly sends the information via a 3D sound system.Using Google AssistantGoogle Assistant,listener
78、s can simultaneously listen to Action Audio and sports commentary on the radio.Wunderman Thompson Intelli-Wunderman Thompson Intelli-gences Future 100:2023gences Future 100:2023 report references the joyconomy,defined as an appetite to seek out joy and pleasure in the face of continued hardship.For
79、this segment of the population,audiobooks are a great way to conquer new territories and stimulate creativity.BlyndBlynd is a French startup lauched in 2020 that is on a mission to make visual content accessible to everyone.In 2022,one of its founders,TimotheTimothe BorneBorne,announced that their n
80、ext project was to create an audio series based on comic books,meeting the challenge The Waymap application proves successful in helping vision impaired people.Action Audio offers an audio broadcast of the Australian Open.P.15P.15Blynd offers an audio adaptation of comic books.of making them accessi
81、ble to the visually impaired.WHY ITS INTERESTINGFascination for the unknown is inspiring a new wave of sound experimentation.MYSTERY MYSTERY SONIFICATION SONIFICATION Driven by a growing desire Driven by a growing desire for mysterious experiences,for mysterious experiences,listeners are exploring n
82、ew listeners are exploring new sounds in a quest for adventure sounds in a quest for adventure and discovery.But these sounds and discovery.But these sounds can also be educational,whether can also be educational,whether its about preserving endangered its about preserving endangered sounds for gene
83、rations to come sounds for generations to come or taking listeners on a journey to or taking listeners on a journey to uncharted territories.uncharted territories.In a world where the urgency to protect the planet and the desire to explore beyond it coexist,sound is of the utmost importance.This cou
84、ld explain why artists and producers are collecting unknown or rarely heard sounds.These new intriguing and mysterious creations not only fire the imagination but also contribute to preserving endangered sounds for future generations.In a world that is changing at a furious pace,sounds which might o
85、nce have been considered everyday are at risk of being lost forever.By capturing and reproducing these sounds,creators are allowing us to archive the past while imagining sounds of the future.Faced with the climate risks affecting flora and fauna,musicians have initiated crucial archival work.Simult
86、aneously,interest in field recording is taking over contemporary music,with artists such as BjrkBjrk,KingKing KruleKrule and ThylacineThylacine using these sounds in their compositions.While relaxing YouTubeYouTube playlists consisting of storm or ocean sounds are now reaching millions of views.Audi
87、o-visual artist LoveLove HultnHultn even hooked up probes to the thorns of desert cacti,transforming the collected biofeedback into unique new sounds.On a more political bent,violinist and engineer LaurentLaurent BernadacBernadac composed a“global warming”soundtrack entitled ClimaXClimaX for COP 26C
88、OP 26.Entirely made of recorded sounds,it acts as an audio diary,archiving humanitys anxiety as civilization races against the clock to save the planet and itself.Meanwhile,the renewed interest in space conquest with the exploration of Mars as a focal point gives way to new musical experimentations
89、following in the footsteps of DavidDavid BowieBowie,and more recently SufjanSufjan StevensStevens.Searching for the sound of the future has always been a central quest for contemporary music,and artists are now taking inspiration from other times and spaces.Expanding on the music from CosmosCosmos c
90、omposed by Vangelis for CarlCarl SagansSagans famous scientific TV Show,MattMatt RussoRusso transforms astronomical data into captivating soundscapes,sharing this unique auditory journey into the cosmos during public conferences and media appearances.In turn,the RadioooooRadiooooo collectivecollecti
91、ve collaborated with around 20 artists from all over the world,asking them to imagine the sound of the year 2070 in a compilation exploring a multitude of captivating dimensions.Love Hultns cactus biodata makes haunting soundsAstrophysicist Matt Russo turns astronomical data into music-by Enem OdehP
92、.17P.17Musician Laurent Bernadac is scoring global warmingWHY ITS INTERESTINGAUDIOAUDIOBRANDINGBRANDINGChapter 02Contextual and responsive audio content creates immersive and experiential personalized listening experiences that are both entertaining and educational.CONTEXTUAL CONTEXTUAL STORYTELLING
93、 STORYTELLING Contextual storytelling brings Contextual storytelling brings together real-time music discovery together real-time music discovery and adventure-based exploration and adventure-based exploration to offer hyper-personalized,super to offer hyper-personalized,super relevant content that
94、can also relevant content that can also be educational,immersive,and be educational,immersive,and experiential.experiential.Weve been saying it for 10 years now:If content is king,context is King Kong.Yet,there is still enor-mous untapped potential when it comes to using a persons real-time context-
95、where they are and what they are doing-to deliver rich,perso-nalized audio content that is also hyper-relevant,immersive,and expe-riential.Today,this trend is manifes-ting itself in a number of ways:some platforms generate unique content based on the users context,such as location,weather,and time o
96、f day,while other activations use geo-fenced content that people can only access when they are in a specific physical space.The context that supports persona-lized content can be extracted from live data with user option or manual user input,or extrapolated from previous choices and settings,offe-ri
97、ng unique opportunities for educa-tional and historical content including context-specific songs,playlists,and storytelling.64%of travelers responding to a survey agree that its most important to experience a locales authentic culture.And audio content can play a key role in discovering a new destin
98、a-tion in a special way:VisitVisit SwedenSweden has collaborated with world-famous horror author JohnJohn AjvideAjvide LindqvistLindqvist to create an“audio horror story”featuring Swedish mythological creatures.This format is particularly interesting as the content is geo-restricted-it can only be e
99、njoyed if you are in the imme-diate area of the location.European railway operator InterrailInterrail has designed SoundTracksSoundTracks,an app that generates personalized playlists based on destination,weather,and surrounding scenery,as a fun way to discover the culture of the different countries
100、a person travels through.Besides the need for authenticity,80%of respondents claim to be seeking immersive experiences.For the release of their single SkinnySkinny ApeApe,British band GorillazGorillaz created a geo-fenced virtual immersive live performance.The experience was only available to people
101、 gathered in specific places,such as TimesTimes SquareSquare or PiccadillyPiccadilly CircusCircus.On-site,fans could listen to the track while augmented reality avatars moved like King Kong between the citys buil-dings.Kiln,an audio thriller by author John Ajvide Lindqvist,accessible only within Swe
102、dish forests.P.20P.20Gorillaz and Skinny Ape created a larger-than-life immersive experience in Time Square and Piccadilly CircusWHY ITS INTERESTINGIf content is king,then context is King Kong Contextual storytelling isnt just about matching music to a listeners environment-its about creating a narr
103、ative that unfolds over time.By curating playlists and podcasts that evolve with the listeners interests and moods at Spotify,we can create a more dynamic and engaging experience that keeps them coming back for more.Rich Frankel,Global Creative Director,SpotifySONIC SONIC BRAND BRAND FUTURESFUTUREST
104、o raise brand awareness among consumers,com-panies are turning to so-nic branding for a more cohesive and controlled advertising strategy for every touchpoint.Brand jingles have been around for over a century,but companies are now looking to maintain or even increase their coherence as the number an
105、d variety of delivery channels constantly evolves.On TV,using augmented reality,on social media,or on the radio,there are many different ways to promote a brand,but only one expression resonates across every touchpoint:sonic branding.According to MdiamtrieMdiamtrie,listening to content is now an int
106、egral part of French peoples media consumption,particu-larly when it comes to digital media:almost 82%of them listen to some form of audio content(radio,podcasts,audio-books,music streaming,etc.)every day.Among Internet users,3 out of 4 listen to digital content every month,an increase of 5%compared
107、 to two years prior.For brands,a strong sonic signature is becoming more and more important.According to HarrisHarris InteractiveInteractive and SiximeSixime SonSon,82%of 18-to-64-year-olds consider it important for a brand to have a sonic identity to reach them.Among them,75%report feeling closer t
108、o a brand with a distinct audio identity.A study led by DLMDDDLMDD and SoundOutSoundOut quantified this rise of perceived value and intent to buy to 5%on average.Brands were quick to recognize this potential:in 2022,digital audio advertising achieved strong growth with an increase of 53%.Consequentl
109、y,sonic identities are growing more and more ambitious.Some brands even collaborated with renowned composers for their sonic logos:HansHans ZimmerZimmer is the mind behind NetflixsNetflixs famous“ta-dum”sound and GuyGuy FarleyFarley brought CadburysCadburys“Theres a Glass and a Half in Everyone”to l
110、ife.Some brands even take musical production a step further,as is the case for KFCKFC.The CLNLCLNL SNDRSSNDRS song accom-panying every ad from the fried chicken company has over 200,000 listens on SpotifySpotify.The worlds leading electric car racing championship,Formula EFormula E,has created a new
111、 suite of sonic branding assets inspired by its most powerful car,the GEN3.The sound of the cars accele-ration has been reimagined by a 55-piece orchestra to create sonic assets for its broadcast and digital channels,including the series theme tune.But sonic design goes beyond jingles and advertisin
112、g.All over the world,legis-lators are developing standards for the sounds emitted by electric vehicles to ensure the safety of pedestrians and fellow drivers.Car manufacturers like NissanNissan,BMWBMW and PorschePorsche are creating sonic signature sounds that will alert people that their e-vehicles
113、 are about to move or accelerate.Elsewhere,in spring 2023 the EUEU CommissionCommission launched a public consulta-tion with a view to regulating the future development of the metaverse.This may influence how sonic branding is used in virtual worlds,while the AlgorithmicAlgorithmic AccountabilityAcc
114、ountability ActAct in the US includes legislation that,if passed,could deter-mine whether brands are allowed to use algorithms to create digital assets,inclu-ding sonic sounds.For consumers,touchpoints are For consumers,touchpoints are ever growing in number and in ever growing in number and in comp
115、lexity while the digital world complexity while the digital world is developing.If brands want to is developing.If brands want to remain relevant and present in the remain relevant and present in the minds of their clients,they need minds of their clients,they need to have a strong and coherent to h
116、ave a strong and coherent brand sound,easily identifiable brand sound,easily identifiable on every channel.on every channel.Hanz Zimmer composed an extended version of the famous Netflix sound TudumFormula E has developed a new sonic identity using the sound of its GEN3 car.P.23P.23WHY ITS INTERESTI
117、NGGrowing interest in smart home devices and the mainstreaming of ecommerce platforms are converging into the next big thing in audio advertising interactive audio ads.CONVERSATIONAL CONVERSATIONAL ADVERTISING ADVERTISING With 400 million households estimated to adopt smart devices by 2025,its clear
118、 that were set for a major boost in smart home techno-logy and demand.As this tech is adopted across the world,the general spread of ecommerce means that purchasing via smart devices is set to reach an estimated 16.4 billion dollars by 2025.By tapping into this thriving channel,brands can engage the
119、ir audience with interactive audio ads to build deeper,more personal rela-tionships through conversational inte-ractions.In late 2022,new wireless standard MatterMatter came onto the scene to finally fix the compatibility issues riddling the smart devices arena.Experts say that the resulting enhance
120、d interoperability could bring along a massive surge in demand,and a number of pioneering brands are looking to harness this tech-nological tide change to communicate with their audience via voice assistants.In 2020,NarsNars CosmeticsCosmetics and SpotifySpotify teamed up to create a unique makeup a
121、nd music experience for their customers.NarsNars created custom play-lists on SpotifySpotify that were inspired by their makeup collections and curated by their global makeup artists.Customers who purchased NarsNars products could access the playlists through a QR code on the packaging or the NarsNa
122、rs website.The partnership aimed to connect with a younger,tech-savvy demographic and enhance the customers emotional connection to the brand.On the other side of the Channel,TescoTesco customers could interact with the brands ads to access its latest offers by conversing with their smart spea-kers.
123、Companies tapping into this channel are already facing growing competition:according to ForbesForbes,spending on digital audio is on the rise and expected to reach nearly 8 billion dollars by 2025,representing more than 40%of the overall audio advertising market.Furthermore,interactive communica-tio
124、ns are more likely to influence consu-mers on brand recall and opinion:24%of listeners claim to react positively when they hear their smart device respond to requests during an adverti-sement.Interactive audio ads are spreading worldwide,with AmazonAmazon launching Amazon Interactive AudioAmazon Int
125、eractive Audio in the USA in May 2022,and GoogleGoogle airing its first interactive ad in India,entirely in Hindi,on Indias most popular music strea-ming platform GannaGanna.Google released Indias first all-Hindi audio adP.25P.25As a growing number of As a growing number of consumers rely on smart c
126、onsumers rely on smart home devices to make their home devices to make their daily lives easier,and two-way daily lives easier,and two-way conversational technologies offer conversational technologies offer extra possibilities,the availability extra possibilities,the availability of brand touchpoint
127、s will increase.of brand touchpoints will increase.Given the increased impact of Given the increased impact of interactive audio ads on brand interactive audio ads on brand recall and opinion,conversational recall and opinion,conversational advertising will become a key advertising will become a key
128、 element of marketing strategies,element of marketing strategies,enabling companies and brands enabling companies and brands to engage with their audience to engage with their audience at a deeper level.at a deeper level.WHY ITS INTERESTINGNars cosmetics and Spotify collaborated on a voice campaign
129、that allows listeners to order products via voice commandsAt Spotify,were constantly exploring new ways to make ads feel more conversational.Listeners should feel like theyre hearing about a product from a friend.Whether its through voice-activated ads or personalized recommendations,we help adverti
130、sers talk like a human instead of a brand in order to create a more engaging and seamless advertising experience for our listeners and help brands effectively reach their target audiences.Rak Patel,Head of EMEA Sales,SpotifyFEEL FEEL GOOD GOOD VIBESVIBESChapter 03With new technologies,music can now
131、be felt metaphorically and physically to elevate the experience we have of sound.During their exploration of new digital realities,some creators are finding a way to offer multisensory sound experiences.GOOD GOOD VIBRATIONS VIBRATIONS “Feeling the music”is no longer just a metaphor.We can now engage
132、 with sound beyond mere listening,stepping into the realm of touch,thanks to haptic technology.Beyond making the world more auditorily inclusive,haptic technology enables any music lover to dive into a multimodal world where one can feel sound.For instance,a person experiencing synesthesia can taste
133、 music or hear colors.The concept is booming on social media,with over 430 million views on TikTokTikTok(March 2023).Vodafone 5GVodafone 5G collaborated with Music:Music:Not Impossible Not Impossible and Unit 9 Unit 9 on the conception of haptic suits,wearable technology that translates sound into v
134、ibrations.British concert audiences could feel each instrument separately,each sensation delivered by 24 touch-points located around the suit.It also captures the sound of the live crowd and transfers the sensation to the wearer in real-time a world-first innovation.In November 2022,New Zealand comp
135、oser Jesse Austin-StewartJesse Austin-Stewart wrote a collection of vibrating musical works for hard-of-hearing gamers using the PlayStation Dual SensePlayStation Dual Sense controller.According to Wunderman Thompson Wunderman Thompson data,72%of global respondents believe we need to fix the world f
136、or people with disabiilties,not fix disability itself.(Inclusions Next WaveInclusions Next Wave,2022).A digital extension to Teenage Teenage Engineering OP-ZsEngineering OP-Zs synthesizer can translate music into kaleidoscopic images generated by AI in real-time.The extension harnesses Stable Stable
137、 DiffusionsDiffusions open source AI tool,which takes inspiration from synesthesia.It can translate musical elements such as pitch,key,notes and rhythm into prompts that are then transmitted to Stable DiffusionStable Diffusion,which turns them into dreamy landscapes full of color,forms and movements
138、.Chroma StudioChroma Studio is currently developing a smartphone audio technology that can offer an“infinite synesthetic experience”,supported by themed visual effects.The Swedish outfit recently raised 5.1 million euros during its launch phase.Former Twitter founder Biz StoneBiz Stone is now an inv
139、estor and has joined the board.Feel the way that the rhythm moves from left to right and the way the changing patterns feel against your palms.These tracks can only be felt,not heard.Jesse Austin-Stewart,composerA haptic suit that transforms sound into vibrationsAudio experiences are turning Audio e
140、xperiences are turning into visual experiences as into visual experiences as innovators use AI and other innovators use AI and other technological tools to translate music technological tools to translate music into visual synesthetic into visual synesthetic experiences.experiences.As virtual experi
141、ences become richer As virtual experiences become richer and more immersive,its likely that and more immersive,its likely that musical experiences will also evolve musical experiences will also evolve and come with additional sensory and come with additional sensory layers that enrich and improve la
142、yers that enrich and improve emotional impact.emotional impact.P.29P.29WHY ITS INTERESTINGTeenage Engineering OP-Zs synthesizer translates music into kaleidoscopic images thanks to AIThe music industry is beginning to investigate the environmental impact of its digital data usage.Musicians,producers
143、,and platforms alike are looking to reduce the environmental footprint of their musics production,performance and,of course,its constant broadcasting.MINIMIZING MINIMIZING THE MUSICAL FOOTPRINT THE MUSICAL FOOTPRINT Consumers expect brands to Consumers expect brands to come up with solutions to help
144、 come up with solutions to help them reconcile daily enjoyments them reconcile daily enjoyments including music consumption and including music consumption and low environmental impact.Its time low environmental impact.Its time for artists,producers,and platforms for artists,producers,and platforms
145、offering alternatives to take center offering alternatives to take center stage amid the technological stage amid the technological revolution shaking up the industry.revolution shaking up the industry.According to a Wunderman Wunderman ThompsonThompson report,75%of respondents across the world are
146、more and more aware of their personal impact on the planet(Regeneration Rising,UK,2021Regeneration Rising,UK,2021).Everything,from the choice of an energy supplier to plastic consumption,is closely examined and the digital world is no exception.We are growing more aware of the environmental impact o
147、f our data,particularly with regards to streaming.Musicians,producers,and platforms involved in the search for new solutions are turning to more sustainable musical options.Emissions produced by the digital sector could triple by 2050 if we stick to our current use,according to ADEMEADEME(the French
148、French AgencyAgency forfor thethe EnvironmentEnvironment andand EnergyEnergy ManagementManagement).Although audio streaming only accounts for 0.4%of the worlds internet download traffic,industry members and music lovers still have room for improvement.SpotifySpotify has committed to reducing its GHG
149、 emissions to net-zero by the end of 2030.It is prioritizing platforms that reduce emissions per hour streamed and is collaborating with partners that can reduce the environmental impact of all aspects of the production chain.Reducing the carbon footprint of the music industry is also a pressing iss
150、ue for music lovers:according to British study Turn Up the VolumeTurn Up the Volume,82%of music fans are concerned about climate change,compared to 72%of non-music fans.Among them,54%even believe fighting the climate crisis should be a top priority.Musicians have started coming up with solutions to
151、ecological concerns,starting with live music.For example,ColdplayColdplays latest international tour was run almost exclusively on renewable energy.More locally,in France,singer PommePomme organized a carpool system to help fans attend her concerts.When it comes to digital music,a few initiatives ar
152、e emerging.Anna Calvi Anna Calvi redistributes part of her copyright revenue to EarthPercentEarthPercent,a charity organization,by crediting planet Earth as a collaborator on her albums.In March 2022,DJ Shy OneDJ Shy One,MixmagMixmag magazine and DifferenceDifference MakerMaker organized a livestrea
153、m powered by renewable energy to urge the music industry to be more aware of its carbon footprint.In December 2021,the“Big Three”“Big Three”labels Sony Music Group,Universal Sony Music Group,Universal Music Group and Warner Music GroupMusic Group and Warner Music Group started structuring an action
154、plan by co-signing a commitment to decarbonize the global music industry.Meanwhile,other initiatives aim to innovate and adapt the very technology used in streaming.In this regard,MQAMQA,a company specializing in audio streaming technology,is working with high-quality music streaming service TIDALTI
155、DAL MastersMasters to reduce the carbon footprint of high-resolution audio files by 80%.Another initiative led by Vilvit.ioVilvit.io is advocating for the implementation of a global musical repository powered by renewable energy where streaming platforms could plug in for broadcasting.Coldplays late
156、st tour ran almost entirely on renewable energyWe are growing more aware of the environmental impact of our dataDJ Shy One livestreaming from the Cruachan hydroelectric plant in ScotlandP.31P.31WHY ITS INTERESTINGHarnessing technology,the therapeutic application of sound is becoming a powerful new w
157、ellness solution targeting sleep,emotional state and even physical symptoms.ADAPTIVEADAPTIVEAUDIOAUDIOHEALTHHEALTH The last few years have shone a light on the importance of not only physical health but mental wellbeing too.Its no wonder then that the science of sound is a research area being explor
158、ed around the world,according to a recent article in ForbesForbes.Sound therapy,long deemed an important tool for relaxation,is being amplified by technologies which are utilizing perso-nalized and contextual data to improve health outcomes across the board.Innovative companies are looking to sound
159、as a way to help people deal with their emotions,reduce stress,and even improve sleep.SpirituneSpiritune leverages music therapy principles and neuroscience to help users easily switch to another emotio-nal state in only a few minutes by selecting the desired feeling.German app Endel Endel creates a
160、dap-table“sound blankets”for relaxa-tion,concentration,and sleep based on real-time data on heart rate,weather,circadian rhythm,and light exposure.The development of AI and machine learning algorithms enables audio wellness technologies to become even more adaptable and persona-lized,adjusting in re
161、al-time to the users input and biometric data.Harnessing the power of AI,GetSoundGetSound.AI is an immersive sounds-cape platform that uses an algorithm to offer audio experiences based on nearby natural environments.Speci-fic to the users location,the app can tailor the listening experience based o
162、n current weather,time of day,or light exposure in order to soothe,relax,or energize listeners.Utilizing a range of personal sleep data inputs,LGLG ElectronicsElectronics BreezeBreeze wireless earphones use sensors to monitor sleep phases,diffusing lulla-bies and natural soothing sounds depending on
163、 brain wave activity in order to help the user fall asleep.The earphones continuously collect data throughout the night to optimize the users sleep routine going forward.BoseBose is also using personal biome-tric data to make the listening expe-rience more comfortable and even more relaxing.The Cust
164、omTuneCustomTune sound calibration in its new QuietComfortQuietComfort EarbudsEarbuds II II measures the acoustic properties of the wearers ear canal and tailors both the audio and the active noise cancellation(ANC)to them.Beyond improving mental health,advances in sound technology are also leading
165、to new therapies that can diagnose and treat physical ailments.For example,MedicalMedical CollegeCollege ofof WisconsinWisconsin is currently testing sound wave therapies for cancer treatment while researchers at the OdenseOdense UniversityUniversity HospitalHospital in Denmark are testing the use o
166、f music playing pillows to provide pain reduction for patients.Spiritune helps users to switch easily to another emotional stateBose QuietComfort Earbuds:active noise reductionLG Breeze headphones are designed for a better nights sleepP.33P.33Music as treatment is Music as treatment is at a fascinat
167、ing crossroads at a fascinating crossroads between technology,healthcare,between technology,healthcare,and sound.As the use of sound and sound.As the use of sound therapy continues to evolve,therapy continues to evolve,new innovations and applications new innovations and applications that aim to fig
168、ht against numerous that aim to fight against numerous illnesses will appear.illnesses will appear.WHY ITS INTERESTINGAccording to Spotifys Culture Next Report,72%of French millenials see audio as a mental health benefitWith taboos around female sexuality and homosexuality breathing their last gasps
169、 and sexual wellness rising into the mainstream consciousness,the erotic audio market is thriving.AUDIOAUDIOEROTICAEROTICApodcast and CarolineCaroline SpiegelSpiegel,founder and CEO of audio erotica app QuinnQuinn,which recently launched audio love stories voiced by celebrities.For Caro-Caro-linelin
170、e SpiegelSpiegel,“Our imagination and our minds are so powerful that the most visual experience you can have is the one you create yourself.”In France,since the beginning of 2023,the“ExtaseExtase”podcast features erotic stories narrated by host MaaMaa Mazau-Mazau-retterette,who also appears on the T
171、V show“QuotidienQuotidien”.This broadcast format aligns with the idea highlighted by OMGYesOMGYes in one of their studies:90%of women need storytelling to get turned on.Other industry players are also tapping into the podcast vibe.For instance,sex toy brand SmileMakersSmileMakers created ClitasticCl
172、itastic Sound opens up new Sound opens up new possibilities for those whose possibilities for those whose pleasure was previously under pleasure was previously under catered to.Tie-ins with other sexual catered to.Tie-ins with other sexual wellbeing products and services will wellbeing products and
173、services will fuel growth within this category.fuel growth within this category.Over the last ten years,we have witnessed taboos on sexuality slowly melt away,particularly for women and individuals from the LGBTQIA+commu-nity.Conversations on female and queer pleasure are becoming widely accepted,wh
174、ile the benefits of a healthy sexuality on physical and mental wellbeing are largely recognized.The global sexual wellness market is expected to reach 112 billion dollars by 2030,and is changing as women and LGBTQIA+people explore their specific needs.For instance,erotic audio or audio sex stories a
175、re gaining popularity,allowing listeners to tap into unique ways of finding pleasure while using their imagination.At the same time,the growing accep-tance of these new erotic formats is opening up exciting opportunities for brands to understand their consumers and their unmet desires better.By 2030
176、,the sexual wellness market is expected to grow annually by 4.55%.In this buoyant market,audio seems to occupy an increasingly important posi-tion,as leading radio stations are delving into erotic and even pornographic programming.On BBCBBC RadioRadio 44,an episode of the Womens Hour show hosted by
177、AnitaAnita RaniRani was dedicated to a conversation around audio porns mechanisms with guests CarolineCaroline WestWest,host of the sexuality-centric GlowGlow WestWest ChroniclesChronicles,a women-focused podcast about the clitoris.Besides interviews with sexual health experts,the program also inclu
178、des free short audio erotic stories.More generally,awareness around sexual wellbeing is driven by a larger trend of a holistic approach to health,which explains why audio shows tend to create educational content around sexual wellbeing.For instance,the DirtyDirty DianaDiana audio drama podcast,creat
179、ed and produced by DemiDemi MooreMoore,has an educa-tional aim that delivers a sex-positive message to its listeners.For those brands not directly involved in sexual health and wellbeing,the rise in erotic audio points to the openness with which younger generations speak about previously taboo topic
180、s.For example,according to 2023 research from IntuitIntuit,gen Zers are more comfortable talking about their sex lives than their finances and the hashtag#selflove has over 62.8 billion views on TikTokTikTok.At the same time,the focus on unta-booing sex for marginalized populations speaks to the wav
181、e of empowerment now touching every category and business.In order to cater to diverse populations authentically,brands need to understand the nuances of their audience across the board.P.35P.35Dirty Diana,the audio drama podcast created and produced by Demi MooreeXtase:erotic podcasts hosted by Maa
182、 MazauretteWHY ITS INTERESTINGDesigners are harnessing the power of sound to create captivating atmospheres and experiences in areas such as work,leisure,and healthcare spaces.ARCHITECTURAL ARCHITECTURAL SOUNDSCAPESSOUNDSCAPESSound has long been neglected Sound has long been neglected in the creatio
183、n of collective in the creation of collective spaces,but architects and urban spaces,but architects and urban planners are likely to pay a lot planners are likely to pay a lot more attention to the integration more attention to the integration of sound as we see more proof of sound as we see more pr
184、oof of what it can bring to the table.of what it can bring to the table.We are likely to see an explosion We are likely to see an explosion of startups and businesses of startups and businesses specializing in the technology specializing in the technology and design of immersive sound and design of
185、immersive sound environments.environments.There is a growing understan-ding of the role sound can play in optimizing spaces even down to the behavior of visitors.While architects have known for a long time of the importance of acoustics when crea-ting a space,contemporary businesses are exploring th
186、e poten-tial of immersive soundscapes coupled with new technologies.This may be to boost productivity in the office,improve the comfort of patients in hospitals and stimulate healing,or even make leisure desti-nations more exciting.In the future,it will be common for architects to carefully design n
187、ot only what their buildings look like,but also what they sound like.SpatialSpatial offers a technological plat-form that creates textured,orchestrated,and immersive soundscapes called“spatial reality”that optimize and improve user expe-rience in physical spaces,for instance by making them more welc
188、oming,calming,or more invigo-rating.Space KitSpace Kit,SpatialsSpatials latest innovation,is an all-in-one portable immersive audio solution that enables the deployment of immer-sive soundscapes in any space.Designed for companies in the health,wellness,and corporate sectors,the technology is intend
189、ed to enhance rest,motivation,and inspiration.MoodsonicMoodsonic works with architects,designers and planners to improve spaces thanks to smart biophilic soundscapes.Founder and CEO Evan Evan BenwayBenway recently wrote an article in which he explores the way nature-based sound design can help creat
190、e more inclusive,comfortable work environments for neurodivergent people,for example.Sound artist,music producer,cura-tor and DJ Brian dSouza Brian dSouza launched SwellSwell StudioStudio using machine learning and AI to create soundscapes for physical spaces such as spas or luxury stores.Swell work
191、ed with the KimptonKimpton HotelHotel in Edinburgh to design a sound wellness room for guests called the SwellSwell RoomRoom,which features a combination of natural sounds and musical instruments.The company also designed a sound wellness experience in a forest for BrownsBrowns RetailRetail,called S
192、oniferous Forest.Soniferous Forest.Spatials immersive audio experiences,designed to enhance well-beingMoodsonic works with architects and designers to transform workspaces,schools,healthcare,and more using intelligent biophilic soundscapesP.37P.37WHY ITS INTERESTINGNoisy open spaces are detrimental
193、to productivity,reducing it by 66%,according to the British Journal of PsychologyABOUT WUNDERMAN THOMPSON INTELLIGENCE ABOUT WUNDERMAN THOMPSON INTELLIGENCE Wunderman Thompson Intelligence is Wunderman Thompsons futurism,research and innovation unit.It charts emerging and future global trends,consum
194、er change,and innovation patternstranslating these into insight for brands.It offers a suite of consultancy services,including bespoke research,presentations,co-branded reports and workshops.It is also active in innovation,partnering with brands to activate future trends within their framework and e
195、xecute new products and concepts.The division is led by Emma Chiu and Marie Stafford,Global Directors of Wunderman Thompson Intelligence For more information visit:For more information visit: Stafford Virgile Brodziak Editor-in-chief:Editor-in-chief:Marie Stafford Authors:Authors:John OSullivan,Sara
196、h Tilley,Jamie Hannah Shackleton,Francesca Lewis Sub-Author:Sub-Author:Lionel Gomez,Lydia Tamarat,Louis Chreau,Gustave Camus Executive Artistic Director:Executive Artistic Director:Paul-Emile Raymond Artistic Director:Artistic Director:Nicolas Poitou,Gwnalle Follzou Cover:Cover:Gwnalle Follzou Font used:Font used:Krona One