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Companies looking to make a name for themselves in the podcasting arena have mostly done so by spending big bucks on flashy names, big acquisitions, and valuable libraries of content. But increasingly, the audio itself and the recording techniques used to capture it are becoming the selling point.
Today, iHeart Media announced that it is investing in binaural audio, also known as 3D audio, which effectively places listeners in the room of a recording and makes them feel like it’s happening. around them. Listening to a show in 3D audio makes you feel like you are in the scene and hearing things just as you would in real life, as the microphones are often shaped like a human head or a pair of headphones. ‘ears. This means that the sounds hit your ears as they normally would, a zooming car, for example, may be louder in your right ear and then move to your left as it passes, slowly fading from your right. (The edgeAndrew Marino’s audio director posted a ton of 3D audio clips here if you want a few examples.)
iHeart launches a whole range of shows dedicated to the technique, under the name of iHeart 3D Audio. He will feature programs produced with Blumhouse Television as well as podcast creator and producer Aaron Mahnke.
The company has built three studios specially equipped to handle 3D audio recording and employs a team of 12 producers trained in binaural audio capture. By the end of 2021, iHeart plans to produce 10 to 12 series with this technology, says Conal Byrne, president of the iHeartPodcast network. The team also plans to host live radio events as iHeart owns hundreds of US radio stations, during which they will encourage listeners to don a pair of headphones to enjoy the binaural experience.
“I think 3D audio should contain a lot more than what is,” Byrne says. “And as we take a look at the list of shows that we have from A to Z, in 2021, most of them there is a 3D audio version that is probably better than what [we’re] do normally. “
Byrne sees the form as a storytelling tool, of course, but also as a new way for sponsors to send a message – and another way for iHeart to differentiate itself from all companies looking for brand partners.
“I think 3D audio to create a new kind of 30-60 minute ad could really – I’m not going to suggest it will reinvent podcast advertising – but could definitely push it further into immersion.” , he said. “So we’re going to offer that.”
iHeart isn’t the only network to harness 3D audio, and the creators have been doing so for years. Independent network Paragon Collective has also used the technology for some of its narrative shows, including Oyster and The darkest night.
“What I really like about 3D audio is that it only sucks people up, so where I’m going to use it a lot now is when one character whispers to another, so that you can get into his head, or it makes a huge difference when you use those sound effects on 3D audio and the user in the middle of the room, ”says Alex Aldea, Founder and CEO of Paragon.
Binaural could become more popular than ever for several reasons. On the one hand, it’s more immersive, which is good for getting people to listen to and stick with a podcast. It’s also compatible with any pair of headphones, which means listeners don’t need special equipment or software to enjoy it. And finally, narrative podcasts are booming with many networks looking to gain an audience for their shows and a way to differentiate themselves. If you try 3D audio and love it, you might be looking for more shows like this.
Another network, QCODE, which does narrative shows with famous stars, is looking to take the next step in audio podcasting and create surround sound experiences. The company tells The edge he mixes his shows in Dolby Atmos. Importantly, there are no major podcast apps that support the standard yet, although companies like Apple do support it on their hardware devices, like the AirPods Pro, HomePod, and Apple TV 4K. QCODE is basically gearing up for a day when podcast app makers are ready to take over the standard.
“Creating these environments and this experience will be a really new and very positive thing for this type of storytelling,” says Rob Herting, CEO of QCODE. “That’s not to say it’s a replacement for good storytelling, and you can’t think of it as a gimmick, but I think when used well it can be really, really punchy.”
Podcasts are increasingly becoming IP machines or a way to bring a story to life and sell a possible film or TV adaptation. Surround sound and 3D audio are just the next steps on this journey to keep listeners tuned in and make podcasts even closer to the experience of watching something on the big screen.
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