Music and sound effects play an important role in evoking emotions. Think canned laughter in comedy TV shows; it’s designed to encourage audiences to laugh – even if the moment isn’t that funny. This is just one example of how audio elements guide the audience toward experiencing the intended feelings of the show.
And podcasts are no different. In the absence of visuals, podcasts depend purely on these sounds to guide emotions. Music, narration, and sound effects often have a more pivotal role in shaping the listening experience.
Today, we explore four popular podcasts and look at how they integrate sound design as part of their podcast strategy, using it as more than just background music to engage and draw listeners back episode after episode.
1. "Serial": Using Music to Cultivate an Unforgettable Brand Identity
When it comes to podcasts that leave listeners with a case of earworms (also known as stuck-song syndrome), Serial sets the standard. Recognized as an “Audio Game Changer,” the gripping true crime series, hosted by Sarah Koenig, has captured listeners’ attention since its debut in 2014.
The original theme music, composed by Nick Thorburn, brings a contemporary twist on the classic mystery sound. Its design allows it to blend seamlessly with the dialogue, featuring persistent driving beats that heighten the overall tension. As the score transitions into more rhythmic segments, it intensifies the suspense, perfectly aligning with the unfolding narrative. This clever use of music allows listeners to instantly recognize the iconic theme song, effectively turning it into a signature sound that represents the show.
With more than 475,000 views on YouTube, the theme track ‘Bad Dream’ has certainly made an impact, and the podcast itself has even won a Peabody Award. Serial demonstrates how a simple yet memorable soundtrack can significantly enhance brand recognition and contribute to the overall success of a podcast.
2. "Radiolab": An Auditory Experience Designed to Illustrate Complex Ideas
Radiolab is a radio show and podcast, hosted by Jad Abumrad and Robert Krulich, that delves into the realms of science and philosophy. By using innovative sound design, the show helps listeners picture complex topics in the absence of visuals.
With a deep appreciation for music at its core, the hosts use custom soundscapes that they describe as “propping up the characters and narrative”. In one memorable episode, exploring how various animals perceive colors differently, they utilized an entire choir to create unique sound identities for each color. By adjusting the choir’s pitch, they allowed listeners to visualize the different colours through sound, creating an immersive auditory experience. Pretty cool, right?
This thoughtful approach not only helps listeners retain educational content but also establishes a distinctive brand identity for the podcast. As a result, Radiolab has attracted millions of downloads and built a devoted community of listeners who value its innovative take on traditional educational material.
3. "The Daily": Strategic Alterations to Introduce Themes
The Daily, a podcast produced by The New York Times, has seen a remarkable rise in popularity, thanks in part to its fresh take on delivering news.
Similar to Serial, The Daily features a distinctive theme track. This track features drums, guitar, piano, and viola, creating a signature sound that sets the mood for each episode. However, what sets The Daily apart, is its thoughtful adaptation of the theme music to align with specific episodes.
Producer Clare Toeniskoetter explains that the team occasionally makes subtle adjustments to the track based on the topic of the episode. For instance, they might remove certain instruments using Stems to ensure a serious narrative isn’t overshadowed, or they might switch instruments to better reflect the episode’s tone.
These tweaks encourage listeners to engage more deeply with the content, and for the podcast’s devoted fans, they create a sense of intrigue about the variations in each episode’s theme. It’s a clever approach that keeps loyal listeners hooked, often leading them to social media to discuss what they think the adjustments were in the theme music. It’s a smart strategy that works.
The Importance of Music and Sound Effects in Podcasts
Across these notable examples, one thing stands out: music and sound effects are not just background noise; they are strategically used to enhance listener engagement and create a distinct brand identity. In a crowded market, this approach can be the difference between a podcast that fades into the background and one that builds a lasting connection with listeners.
When sharing podcasts across various media channels, it is crucial to use music that is free from copyright issues. The best way to ensure this is by utilizing a music licensing site. A great option is Universal Music for Creators, which offers over 50,000 claim-free tracks and more than 200,000 sound effects, including stems and track length variants.
With Libsyn, you can enjoy 6 months of free access to Universal Music for Creators. To get the required promo code, simply log into your Libsyn account and go to “Announcements”.
We can’t wait to hear what you create!
