Dear Marketers: Sound Matters

From marketing campaigns to business podcasts, or even that dreaded Monday Zoom call, sound quality matters more than you might think.

First, some backstory. Our team includes some of the best sound pros in the business, both on set and in post-production. One of them is David Sandwisch (in photo holding a mic), our not-so-secret San Francisco-based weapon behind the crisp, clean sound in our documentaries, podcasts, ads and videos, many of which didn't sound that way to start.

David holding a microphone on set with wind protection on a pistol grip

Car horns? Noisy air vents? Loud city streets? Crying babies. These are just a few of the obstacles we tackle to achieve quality sound in many of our projects.

We fired off 10 questions to David about why audio matters so much, what sets great sound apart from forgettable sound, and why you should care. Here's what he had to say:

1. What's a Sound Mixer?

Q (Rich): People without a production background don’t always think about sound. You’re a sound mixer. In terms that both technical and non-technical folks can understand — what exactly does a sound mixer do, both on set and in post?

A (David): A sound mixer on set is a dedicated person responsible for capturing the audio. They mic the talent, place boom mics, setup and monitor audio recording and pay attention for unwanted noises. In post-production, the sound mixer takes over once the video editing has completed, to industry folks, that is known as "picture lock." They do several tasks from sound editing, noise cleanup, adding sound effects / sound design to mixing. The goal is to make the sound smooth and seamless, eliminating all the bumps and glitches that would distract the viewer from the message. 

2. Sound & Trust

Q (Rich): We hear a lot about trust these days, especially in online marketing – gaining the viewer’s trust. How does sound impact trust with your audience?

A (David): Sound works on the subconscious. Bad sound can make an audience member feel less trusting and put off by the message subconsciously. No one says “that has good sound or bad sound,” but people feel differently about the overall story / message when the sound is raw, less polished vs a good audio post mix job. Bottom line? Visual media usually can't stand on its own without adequate sound.

3. A Good Mix?

Q (Rich): What’s the easiest way to tell if a video’s sound was mixed well?

A (David): I think if the dialogue is noisy or has a lot of reverb / room sound is a dead giveaway. If the audio is distracting or has glitches / bumps that take the viewer out of the story / message. You don’t want the audience to be consciously aware of the bad sound because at that point, you’ve already lost them, basically giving potential clients some sort of thing to listen for, so that they can compare work from other people with our work.

4. Zoom Audio

Q (Rich): Does audio quality matter on a Zoom call?

A (David): Zoom audio quality definitely matters. I work on many virtual (Zoom) recordings and quality is all over the place. Even if you're in a non-recorded meeting, your video and sound quality is part of your digital identity.

Rich: Can you recommend any budget-friendly mics to step up your Zoom game?

Logitech Yeti USB Microphone

David: Almost anything is better than the built in laptop microphone. If you have Apple Airpods, that’s a good place to start. A Logitech Yeti USB ($139) microphone is a good option that doesn’t break the bank. The speed of your internet connection while using Zoom has a big impact on your audio quality. Ideally you want the fastest and most solid connection to avoid dropouts or reduction in audio quality so when possible, always plug into the internet / network and avoid WiFi. In addition to a fast, stable connection, close all unnecessary apps, programs and windows on your computer. Just having things open in the background you aren't using takes computer resources away from Zoom.

5. Audio Gaffs

Q (Rich): What’s the most common audio mistake you see out there when you're scrolling on social media or come across online ads?

A (David): I’ve noticed that a lot of commercials on YouTube or Instagram have audio that just doesn’t sound right. Maybe the dialogue was recorded straight from a lav mic, with all the background noise left in and no mixing to clean it up. Sometimes both a boom and a lav are left on at the same time, which creates that strange, hollow sound where voices seem to swirl in and out. And every now and then, the audio isn't even centered, so you hear voices only in one ear.

As a viewer, you might not know exactly what's wrong, but you can feel it. The dialogue sounds off. The music might be too loud. Or there's just too much noise competing with the message. When that happens, you tune out. It becomes harder to trust what you’re hearing, and whatever the video is trying to say gets lost.

Rich: It's that moment when you're watching something and you have to adjust the volume right? Or you think one part of your headphones isn't working.

David: Exactly. No one should have to do that as they're watching your content.

Rich: I think I know the answer already, but what should someone do to prevent this?

David: Plan to include a professional sound mix as the final step once your edit is locked. It's a relatively small line item that makes a big difference. I also always tell people to start with the best possible audio recording their budget allows. It really sets you up for success and makes everything easier down the line.

6. Budgeting

Q (Rich): Sound’s always in the budget, but it’s often the first thing clients want to cut. I hear, “We don’t even see it—why spend on it?” And not to be cliché, but that old adage: “Can’t you just fix it in post?” comes to mind.

A (David): Why does it matter that you don’t “see” it? You hear it. You are still taking in information along with the visual to put the story and message in your head. No one watches a movie without sound but everyone will listen to the radio or podcast or music without seeing anything. Sound can stand on its own whereas moving visual media generally cannot. Have you ever watched fireworks without the explosions and sound? Watch this...

Rich: I'll watch it.

David: Like, right now.

Rich: OK, OK!

David: Let me know how different the experience is. Sound is just as much an impact as the bright colors and lights.

Rich: Point delivered. Without the explosions, the pops, its just a screensaver.

7. Sound at the Movies

Q (Rich): When an audio pro goes to a movie theatre, do you sit in the front or the back, or the middle, for audio quality? Is there a difference?

A (David): This is a complex question with lots of factors. In general, I’d say theaters try make the sweet spot the biggest circle centered in the middle of the theater they can. You don’t want to sit close to any edge if you can avoid it. Otherwise you will hear the speakers closest to you louder than intended. The closer you are to the middle, the more equally distant you are from all speakers, and will give a more even listening experience. 

8. AI & VO

Q (Rich): Moving onto the stampeding elephant in the recording studio: AI. In particular, AI voiceover platforms like ElevenLabs. Can you tell the difference?

A (David): I think AI voice tools are improving but still have a ways to go. Nothing beats a human being you can direct to get the performance you want. I have a series of ads right now where the editor has used AI VO to test different scripts but will ultimately hire talent and use real recordings in the final. I’m sure over time it will get harder and harder to tell, but right now, I'm on the side of the human voice over artists.

9. Movies vs. Video

Q (Rich): What’s the difference between recording audio for corporate or marketing videos and recording for movies or documentaries? Is the process really that different, or is it just the expectations that change?

Film set on location

A (David): If it’s done well, there should be no difference. However, a lot of corporate types don’t understand this, and skimp on audio. It makes a world of difference when I see corporate work that was recorded well. I can always tell, and the audience can as well (even if they cannot articulate it).

10. Sound Design?

Q (Rich): People often think of sound design in terms of action movies, like big explosions, race cars, or gunshots. How would you explain sound design to someone working in marketing?

A (David): Sound design always is in context and supports the story and the message. Even for smaller and shorter messages like a short-form marketing video, sound design can keep the viewer’s brain engaged, making the message more memorable. A ping, a musical cue, the sound of a forest, it's all meant to bring you into the story and conjure the imagination.

Sound Recording on a beach with a boom pole

As Marshall McLuhan said, "The medium is the message." And as David Sandwisch might agree, sound profoundly shapes that medium.

Big thanks to David for helping shed some light on these questions around sound, and please stay tuned (and subscribe below) for more insights from the talented experts we're lucky to call colleagues.