Companies that want to make a name for themselves in podcasting have mostly done so by spending a lot of money on flashy names, big acquisitions and valuable content libraries. But increasingly, the sound itself and the recording techniques used to capture it are becoming the selling point.
Today, iHeart Media announced that it is investing in binaural sound, also known as 3D sound, which effectively puts listeners in the room of a recording and makes them feel like it’s happening around them. Listening to a show in 3D audio sounds like you’re on the scene and hearing things exactly like in real life, because the microphones are often like a human head or a pair of ears. This means that the sounds hit your ears as usual, for example a zooming car may be louder in your right ear and then move to the left, while slowly fading away from your right ear. (The edge‘s sound director Andrew Marino has published a bunch of 3D sound clips here if you want examples.)
iHeart launches a whole range of applications dedicated to the technique, under the name iHeart 3D Audio. It features programs co-produced with Blumhouse Television, as well as podcaster and producer Aaron Mahnke.
The company has built three studios specifically equipped to handle 3D sound recordings and employs a team of 12 producers trained in binaural sound recording. By the end of 2021, iHeart plans to have 10 to 12 series produced with the technology, says Conal Byrne, president of the iHeartPodcast Network. The team also plans to host live radio events, as iHeart owns hundreds of US radio stations, during which it will encourage listeners to put on headphones to enjoy the dual experience.
“I think a lot more needs to be in 3D audio than it is,” Byrne says. ‘And so we look at the range of programs we have from AZ to 2021, most of which, there is a 3D audio version that is probably better than what [we’re] do normally. ”
Byrne sees the form as a tool for storytelling, for sure, but also as a new way for sponsors to send a message – and another way for iHeart to differentiate itself from all the companies looking for brand partners.
“I think 3D audio to make a new 30-60 minute and two minute ad can really be a kind of thing. I’m not going to suggest that podcast ads will reinvent themselves, but can definitely go further in that direction. of immersion, “he says. “So we’re going to present it.”
iHeart is not the only network that uses 3D audio, and creators have been doing so for years. Indie network Paragon Collective has also used the technology for some of its storytelling programs, including The oyster and Darkest night.
‘What I really like about 3D sound is that it just sneaks people in, so where I’ll use it a lot now is when a character whispers to another so you can get into their head, or it makes a big difference if you We use these sound effects on 3D sound and the users in the middle of the room, ”says Alex Aldea, founder and CEO of Paragon.
For some reason, Binaural may be more popular than ever. For one, it’s more engaging, which is good for getting people to listen and keep up with a podcast. It is also compatible with any headphone, which means that listeners do not need special equipment or software to enjoy it. Eventually, narrative podcasts flourish with many networks wanting to get an audience for their shows and a way to differentiate themselves. If you try and like 3D sound, you may find more programs like it.
Another network, QCODE, which makes narrative shows with big-name stars, is looking to take the next step in podcast audio and to create surround sound experiences. The company tells The edge it mixed his performances in Dolby Atmos. Most importantly, no major podcast apps support the standard yet, despite companies like Apple supporting it on their hardware devices, such as the AirPods Pro, the HomePod, and Apple TV 4K. QCODE is actually preparing for a day when podcast app makers are ready to support the standard.
“Creating these environments and this experience will be a very new thing and a very positive thing for this kind of storytelling,” says Rob Herting, CEO of QCODE. “That does not mean that it is a substitute for good storytelling, and that you can not think of it as a gimmick, but I can think that, if used properly, it can really be very effective.”
Podcasts are increasingly becoming IP machines, or a way to bring a story to life and sell a potential movie or TV adaptation. Surround audio and 3D audio are just the next steps in the journey to keep listeners informed and podcasts even closer to the experience of something on the big screen.