Joel Beckerman

Yeah, it's, you know, I think just to add is we want to use sound in intentional ways.

We have to think about sounds that are functional and emotional.

Emotional, it should feel like what you might want to do in association with a particular brand, if it's a luxury car or if it even is a toaster or whatever it is.

Those should have a different feeling to it.

And then functional, to what Audrey was saying, that...

These sounds need to make sense so that it's not just pulling you out of the experience.

It's like becomes part of the experience.

It's like you think about, you know, in the analog world, when you hear a car rev, you know what that is.

You know what's happening.

You started the car, you've added gas, and you're kind of hearing that, you know, that guttural sound of it's warming up.

So you know what that is in the real world.

And the question is, okay, well, when you have a sound, like for instance, electric cars don't naturally make a sound.

So what should the electric car sound like?

Now, you need it to be functional.

You need to make sure people understand that it is a car.

So if it's driving by you, you hear it and you'll take a step out of the way.

If it sounded like a spaceship, you wouldn't know what it was and you might get hit by the car.

Totally.

Well, listen, you go online, how many videos are there now watching people clean their house?

Come on, seriously.