Steve Keller

Just in case you’re wondering… bsky.app/profile/audioa…

@rorysutherland It also sparked a rather brilliant response from Ford: youtu.be/jAN61QK0aUI?si…

This is fascinating at an anthropological level.

@rshotton Looks like my copy should be arriving soon!

Today is book launch day! Or B-day as I'm referring to it Hacking the Human Mind is now available for sale. The book, co-authored with MichaelAaron Flicker, looks at 17 of the world's most successful brands. Brands from Red Bull to Haagen Dazs, Facebook to Apple. It then looks at the 2 or 3 psychological principles that the brand have used in their marketing to power that success. And most importantly how you can use those same principles to make your marketing effective Robert Cialdini, author of Influence, has said of the book: “Superb marketing is both an art and a science. I know of no better proof than in the engaging and illuminating content of this book, which shows how some of our most successful brands simultaneously mastered each to great effect.” If you are interested you can buy it here: amazon.co.uk/Hacking-Human-… Any questions, please let me know

Invest, consistently integrate, connect deeply, and use #AI responsibility. #SoundInMarketing is a sure thing…if you let it be. #SonicBranding #SensoryMarketing #BrandIdentity @audioalchemist_ adweek.com/partner-articl…

@ThatEricAlper “Hi, Ren” - Ren

What's a song that has an absurd amount of emotion in it?

@CShoemakerMD @brucewarila “Thus, for the majority of individuals, the overall very favourable risk–benefit ratio of booster immunizations persists.”

Oy. Have we reached peak “vibe whatever” yet? 😏 Not to take anything away from Bieber’s ability to find a hook, but this is simply a “live” version of a looping technique. Find a riff. Build on it. Break it into parts. Build a composition. I get the analogy. Vibe coding is riffing. And like tech innovations have done throughout the history of music making, “vibing” has democratized creation. It’s great for fun little moments and to scratch out ideas. But that’s the problem. Soon enough, the inexperienced designer is in over their head: insecure code patterns, slopsquating, code bloat, inconsistencies…and worst of all, there’s an illusion of speed. Mozart could have done this exercise in his head and spit out the written “code” (i.e., music notation) in probably less time than it took me to watch this video. Again - I’m not disparaging what GenAI tools can do. Particularly in the hands of a master who has the depth of understanding to move past iteration and into true innovation. So vibe away. But don’t settle for being a Bieber. Do the work to be a Mozart. …and speaking of vibing: youtu.be/gxRq23qVE8A?si…

Best analogy for @karpathy Vibe Coding. Is watching @justinbieber conduct an orchestra. With no sheet music, no conducting training—just vibes, hums and vision. And it's the future of how creators and designers will work. We will think in ''concept level'', orchestrating AI to bring ideas to life. @antonosika on the @20vcFund Listening, iterating, and flowing with it. Bieber is like master Vibe-Designer here. It's hypnotic and awesome to watch this tbh. 😎🥰 This is what 'text-to-x' paradigm will do for behavior. And why the @lovable of this era are creating. (sourced from his IG LIVE)

Thanks to everyone who helped with our online experiment teasing out sound/scent associations. I presented the findings (along with our lab experiment) at the Pangborn Sensory Science Symposium. TL;DR: yes, we *can* hack your perception of the intensity of an aroma with sound. For more (and a downloadable summary of the findings), check out my post here: linkedin.com/posts/stevekel… #SonicStrategy #Pangborn2025 @SiriusXMMedia #MusicScience #crossmodalism

Thanks to those who have responded to my request for help on our "sound/scent" research project. I'm hoping to boost our sample size a bit more, so if you can spare 5 minutes, I'd appreciate your time! Link to survey: pandora.qualtrics.com/jfe/form/SV_3m… Feel free to share with others. NOTE: No responses from my SiriusXM Media colleagues, please. We're looking for some fresh noses. 😏

@tomfgoodwin WPP: Why Pay People? ...but to be fair, killer tools, and know doubt the job done in right hands it gets (albeit you don't need as many hands).

This video is super impressive, and I respect WPP for making it . But it does sort of nuke the entire industry, themselves included. The whole model for years has been - What we do is hard, so pick us, we're beyond smart, so you need our superlative humans. ( we are expensive ) - What we do takes time, so pay us by the hour, and don't be tricky - What we do is precious, so please no more changes, we know best. - What we do is about unique relationships, so again, you need us ( scale) - What we do is about unique insights and creativity, nobody could ever do stuff like us. The obvious take our from this is. Why do I need your people. Why do I need to wait long Why can't I have more So why do I need to pay you much And then in 6 months time, why do I need to use your platform, your AI, your data, you're network, you relationships. Again, not being rude about WPP, this is rather impressive.

Exploring associations between sound & scent, and need your help with a quick survey, listening to two soundscapes and subjectively rating associations with various aromas. Here's the link - and thanks! pandora.qualtrics.com/jfe/form/SV_3m… #MusicScience #Crossmodalism #BehavioralScience

One last push! Thanks to everyone who's responded! If you haven't, please take about 10 minutes to answer some survey questions as we explore sonic interventions that could make our workplaces more healthy and humane. hks.qualtrics.com/jfe/form/SV_eF… #MusicScience #Neurodiversity #SonicStrategy #Sound

I need your help! We're working on a project exploring the impact of sound in the workplace. If you could take about 10 minutes to answer some survey questions, I'd appreciate it! Click the link to access the survey. hks.qualtrics.com/jfe/form/SV_eF… #MusicScience #SonicStrategy

It's one thing to use music to drive an advertising campaign. It’s another to use music to change the advertised product at a molecular level. We did both. @KelloggsUS , Studio Resonate, @SiriusXMMedia, and @LeoBurnettChi combined psychoacoustics, microbiology, and cheesemaking to produce a sonically aged cheese that was subsequently used to create the world’s first “sonically aged snack” - and a digital advertising campaign to match: Aged By Audio Cheez-It Thrilled to announce that today we've added one more trophy to this heavily awarded campaign: A Global Best of The Best Effie. Hats off to all those involved. bestofthebest.effie.org/2024-winners/ #SonicStrategy

@michaelmiraflor Saw her post this on LinkedIn. Spot on I think.

This is perhaps the most important thing anyone in the marketing/advertising industrial complex with 10+ years of experience can read in the current moment. Not exaggerating. Zoe unfortunately isn't on Twitter anymore (one of many who I admire who have left the platform).

Honored to share our Human/Voice AI research as part of @the_ARF 's AUDIENCExSCIENCE summit here in NYC. Hats off to @CloudArmyNeuro and @veritonic their contribution to the research. Two studies, with a combined total of 32 audio ads, 6 human voices, 4 synthetic voices, 2 voice clones, and 2,978 participants, over the course of 1.5 years. Human voices still lead in evoking positivity and trust, but the gap is closing. However, even in the face of improving technology, the bias against AI is still strong. So when it comes to using synthetic voices and clones, be selective, beware of hidden costs and benefits, work to mitigate source bias, and develop guidelines for transparency, disclosure, and ethical sourcing. #SonicStrategy @SiriusXMMedia

Had a blast at #SXSW2025 - and particularly enjoyed chatting with my friend Jay Kapadia (@GM’s Audio Creative Director) about his approach to EV sound design. Here’s just a small sample of what we explored: news.gm.com/home.detail.ht…) @SiriusXMMedia #SonicStrategy

Won’t be long now… Join @GM Jay Kapadia and me today at 4PM(CDT) for our #SXSW2025 fireside chat, diving deep into the power of sound and its implications for sound design for EVs. You’ll find session details here: schedule.sxsw.com/2025/events/PP… @SIRIUSXM @SiriusXMMedia #SonicStrategy #SXSW #EV

@AndyMicone @tomfgoodwin Yep. I’ve been using an en dash for years - and will continue to do so. Note - there’s a difference between an en dash and an em dash. This ( - ) vs. this (—). The en dash is more often found in UK writing, the em dash in US.

So AI can’t stop spitting out em dashes — They say it’s from training on human writing, but that excuse feels flimsy. Almost never seen them. Yet they are EVERYWHERE with AI. Makes no sense. Thoughts?

@michaelmiraflor So sorry to hear, Michael. May her memory be a blessing.

I lost my mom this morning. She was the most loving, caring, and devoted person I have ever known. I miss her dearly and can’t imagine what life is going to be like without her. She fought so so hard these past couple of years. Logging off for a while, prayers appreciated.

Sound has always been in the driver’s seat when it comes to the emotional connection between humans and automobiles. EVs represent an opportunity to take that connection further. Jay Kapadia (Creative Sound Director, @GM) & I will dive deep into the world of EV sound at @sxsw. Join us! #SXSW #SonicStrategy schedule.sxsw.com/2025/events/PP…