Audio Branding: The Hidden Gem
with Jodi Krangle
Fast forward to 1993. Through gaming (Dungeons and Dragons, to be exact), I was introduced to “Filk” music—the music that’s played at science fiction/fantasy conventions. In 1994, I joined two friends from the fandom world to form an acoustic band called Urban Tapestry. In our time together, we’ve headlined at music conventions in Canada, the U.S., and Europe.
Here are some fun facts about me:
* I was honored to be the Winner of the 2018 SOVAS Award for Outstanding Narration Demo. (That's the voice over Academy Awards. 😉 )
* I’m a filker! My all-female, acoustic band, Urban Tapestry is pretty well-known in the Filk scene (science fiction- / fantasy-themed music).
* I’m a self-taught computer nerd. I sold computer hardware back when the 386SX was shiny and new. (Wow, am I showing my age!)
* My love of computers led to my discovery of this mind-blowing thing called the internet back in the early 1990s. That led me into web design and the creation of a songwriting resource called The Muse’s Muse that I ran from 1994 until 2016.
* I started doing search engine optimization and internet marketing work back when banner ads were all the rage. (I’m getting older by the second . . . )
* If I could have a chip in my head keeping me connected to the Internet, I’d totally do that. I’m just about constantly connected (which is how I’m able to respond to emails so quickly)!
In case you’re wondering, yes, I’m a grown woman who (still) loves comic books and D&D. Think of me as a smart, wry, Tina Fey-like, post-apocalyptic warrior princess leading an army of Dr. Who and Firefly fans in an epic battle cry.
I’ve done voiceovers in the healthcare, corporate, hospitality, political, and non-profit sectors, among others. I tend to stick to the commercial and corporate narration lane of voice overs - and my ultimate goal of making other people money with my voice, led me to discussing audio branding - something I knew I was contributing to with my voice.
My highly satisfied clients include Dell, Bose, BBVA, Subway, Mitre, Unisom, Joe DiMaggio Children’s Hospital, Kraft, Travel Alberta, HGTV, and more.
I also happen to have some folks listening who are fellow voice talent wanting to understand more about the larger picture their voices are contributing to. But I also reach people who are just interested in the subject of how to understand how sound affects us in our daily lives.
Voice overs are what I love (I've been doing this over 15 years full time now) - but I also want to do my best to raise all boats for those of us who work in sound. Audio shouldn't be the after thought in a production - and it often is. It's unfortunate - because paying attention to the sound early on - making it equally as important as the visuals - can make a so so production into something truly outstanding - because it'll reach us on a deep, emotional level. (You think I'm making this up? Try watching a movie without the sound on and see how emotionally invested you are in what's happening on the screen. Not much, am I right? I'm not a horror fan. If I turn off the sound on a horror movie, I can watch it just fine. 😉 )
“You know, ‘do you have any advice for me?’ And I say, ‘Yeah go write one hundred bad songs. Go finish them. Because that’s going to do way more for your career, even though you think they’re like really bad songs.’ I’m like, ‘yep, you got to get through those to write the one that’s going to actually start a fire for you. I’m not saying you have to put them out, you know. Just go write them. Go give me the draft. Give me the worst draft you can on anything you know.’ And the older I get the more I’m just like ‘Oh how much time did I waste.'” — Casey Cavaliere
This episode’s the second half of my conversation with record producer, musician, and artist coach Casey Cavaliere as we talk about the art of creating an experience, how the secret to writing good songs is to write bad ones, and the surprising truth he learned about being a DIY artist.
As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House, at 2pm Eastern every Wednesday. Plus, subscribing to the newsletter will let you know when the new podcasts are available and what the newest Clubhouse rooms will be about. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
Spreading Like Wildfire
As the second half of our discussion begins, we talk about all the different musical communities and genre niches there are in the social media landscape. “There are an infinite number of different sub-communities right?” Casey notes. “The Venn diagram is wildly rich.” He tells us about how he’s working to connect different aspects of the music industry for mutual benefits that might not be apparent at a glance, and how the future of music and fan communities will, as he says, “be through messages, art, ideas reaching those communities and then spreading like wildfire.”
The Perfect Release
We also talk about some of the pitfalls that new artists run into when putting out their first album or starting their career, including worrying too much about getting everything right on the first try. “Not taking action and spending too much time trying to craft the perfect plan,” Casey says, “craft the perfect release… that just doesn’t exist.” He also tells us about his firsthand experience as a ‘DIY artist,’ and how he found out the hard way that the acronym doesn’t mean you should tackle everything alone. “I learned very early on that it was not a sustainable model to do everything myself.”
Getting to Episode 100
Casey also tells us about his podcast The Record Process and how it offers a behind-the-scenes look at everything that goes into making a record, from the band to the cover art to the studio engineers and production team. “We try to flip that camera,” he says, “and give you, at least every season, you know, a whole 360 look at what a record looks like from all the kinds of people who have a hand in it.” We talk about creative ‘resistance’ and his steps for pushing through it, and about how important it is to keep a long-term view of your dream when you’re starting out, whether you’re an indie music artist or launching a new podcast. “It’s not about what Episode One or Episode Twenty or Thirty looks like,” Casey says. “It’s about what this show could possibly look like when we get to Episode 100.”
- Casey’s marketing advice on how to go beyond Spotify playlists.
- Why crafting the perfect hit single is less important than many artists think.
- Casey’s podcast The Record Process and its unique insider perspective.
- Advice for recharging and holding onto the joy of creating art and music.
Connect with the Guest
Connect with Casey Cavaliere on LinkedIn: https://www.linkedin.com/in/casey-cavaliere-a72ba3197/
Connect with the Audio Branding Podcast:
Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!