Author: Leah Taylor Dunbar

Sound, the Virgin Way

Listen headed to London in June to attend The Virgin Way, an annual conference bringing together some of the most creative minds in the industry to share thought leadership with global Virgin stakeholders. Listen founders Steve Milton and Brett Volker presented a music strategy highlighting the rich history of music within Virgin Group, the music landscape at large, and how these learnings could be applied to Virgin brand(s), partnerships, and new opportunities. We also presented a set of best practice sonic guidelines for Virgin management and brands to use when considering the use of music, voice, and sound across all their various touchpoints and marketing. We’re excited to see — and hear — this roll out in late 2017 and beyond.

The Call of Caramoor

Situated roughly 50 miles above NYC in Westchester County, Caramoor Center for Music and the Arts is a gorgeous rolling estate and acclaimed performing arts venue that hosts some of the best symphonic and operatic performances in New York. The historic venue recently came to Listen to update their pre-concert “call to seats” sounds.

Our “Call of Caramoor” bells will announce all the concerts in the renowned Venetian Theater, and add to guests’ sense of anticipation ahead of every performance.

As Listen Founder Partner Steve Milton puts it, these bells are “grounded by a serene melody that blossoms slowly, as if emerging from the natural sounds of the woods. The call will ring out at regular intervals as the performance grows closer, first at 30 minutes before, then 15, 10, and finally 5. With each repetition, the core melody will take shape and increase in prominence, evolving from a gentle ambience to a clear, resounding alert that politely urges our guests to take their seats.”

We were inspired by birdsong’s conversational qualities (connoting community), and the natural beauty of the estate itself in composing these sounds — as well as the historical connotations of bells themselves, often associated with ritualistic gatherings.

Our hope is that the Call of Caramoor sets the mood and whets audience appetites for the extraordinary music yet to come. If you’re planning an excursion to Caramoor this summer for their Summer Music Festival, keep an ear out for our chimes.

Listen at Cannes

Musicians aren’t following culture; they’re defining it. This week at the Cannes Lions fest, Listen founder Brett Volker is leading a discussion on defining culture through brand and artist collabs (one of our sweet spots). He’ll be speaking with BBC Worldwide’s CMO, Jackie Lee-Joe, and Managing Director of SBTV, Mark Cranwell, about the ways in which their brands have successfully partnered with music artists to empower both creation AND consumption. These two UK media heavyweights sit at different ends of the British entertainment media spectrum, and together possess a wide-angle view of not only how culture is consumed in the UK, but also how brands and artists can – and should – collaborate.

With over 20 years of international marketing experience, as CMO of BBC Worldwide Jackie oversees the entire portfolio of BBC brands and programs, and their overall marketing strategies – from BBC Earth to Doctor Who. As the Managing Director of SBTV, Mark is tasked with growing the music-centric business across their three main pillars: digital agency work, broadcast TV, and film, both at home in the UK and soon, North America.