Why Sound Changes How We Feel (w/ Oscar Höglund, CEO - Epidemic Sound) | The Futur Podcast Ep 362

Key Concepts:

• Music as infinitely repeatable content vs. movies as less repeatable.
• Music as the language of emotion and a tool for emotional regulation.
• The importance of audio and sound in content creation.
• The role of adversity and friction in creativity and innovation.
• The concept of "leaving the world slightly better than you found it."
• The democratization of storytelling and content creation through technology.
• The interplay between music and visual content in storytelling.

1. Music vs. Visual Content: Repeatability and Cost

• Main Point: Music is infinitely repeatable and cheaper to produce compared to visual content like movies or TV shows.
• Details:
  • Visual content, such as an episode of Game of Thrones (costing $10-20 million), is typically watched once by a viewer.
  • Music, on the other hand, can be consumed thousands of times by one person.
  • Oscar Haglund (CEO of Epidemic Sound) posits that visual content is often consumed once and then discarded, while music compounds in value with each listen.
• Example: A single episode of Game of Thrones requires a massive investment but yields limited repeat views, whereas a music track can be produced at a lower cost and enjoyed repeatedly.

2. Music as the Language of Emotion

• Main Point: Music directly taps into and influences emotions, serving as a universal language of the soul.
• Details:
  • Music can augment or numb emotions, acting as a tool to shape how one feels and views the world.
  • Unlike storytelling, which takes the listener on a narrative journey, music offers a more direct and pure emotional experience.
  • Haglund recounts an experience where he played different music tracks for a class of seven-year-olds, successfully evoking specific seasons, feelings, and associations.
• Example: Playing a Christmas-themed track immediately made the children think of Christmas.
• Technical Term: "Brain Food" playlist on Spotify, instrumental music that stimulates cognitive function.

3. The Power of Sound and Audio in Content

• Main Point: Audio is a crucial element in content creation, providing emotional depth and memorability.
• Details:
  • Oscar Haglund states that audio is the one sense you cannot turn off.
  • Content without audio is like "empty calories"; it can be understood but not felt.
  • Adding elements like heartbeats, music, or sound beds enhances content, creating connection and reaction.
• Example: Watching a movie without sound diminishes the experience, highlighting the importance of audio in conveying emotion and atmosphere.
• Analogy: Food without taste is like content without audio – bland and unmemorable.

4. The Physiology of Sound and Emotion

• Main Point: Music and sound can influence our physiology, affecting heart rate and other bodily functions.
• Details:
  • Horror films use heartbeat sounds to increase the viewer's heart rate, inducing fear and anxiety.
  • Slowing down movement and speech can project an image of control and calmness, as opposed to fear or discomfort.
• Example: The use of heartbeat sounds in horror movies to manipulate the audience's physiological state.

5. Adversity, Friction, and Creativity

• Main Point: Great things often come from adversity, friction, and even disaster.
• Details:
  • Creativity often stems from life-changing events that provide context for comparison and contrast.
  • Innovation requires exposure to risk and a willingness to deviate from the norm.
  • Exceptional outcomes are achieved through a combination of inspiration and hard work (10% inspiration, 90% perspiration).
• Quote: Jeff Bezos's statement that "failure and innovation or invention are inseparable twins."

6. Swedish Culture and the Social Safety Net

• Main Point: Swedish culture encourages risk-taking and innovation due to a strong social safety net.
• Details:
  • The Swedish social net allows individuals to try and fail without catastrophic consequences.
  • This is funded by high taxes, which some find unacceptable, but it provides security and opportunities for multiple attempts at different ideas.
  • Oscar Haglund describes Epidemic Sound as fitting into the Swedish cultural model of providing "decent furniture for all" (IKEA) or "clothing for all" (H&M), but for music.
• Trade-off: High taxes are the cost of participating in a system that provides a strong social safety net.

7. Global Citizenship and Shared Values

• Main Point: Shared values and experiences can create stronger connections than nationality.
• Details:
  • Oscar Haglund feels more connected to individuals with similar experiences and values from different parts of the world than to fellow Swedes with whom he shares only language.
  • People are drawn to communities and cultures that offer excitement, community, and even friction.

8. Leaving the World a Better Place

• Main Point: The purpose of life is to leave the world slightly better than you found it.
• Details:
  • This can be applied to various aspects of life, from personal relationships to professional endeavors.
  • Contributing to the community and helping others brings sustainable joy.
  • Oscar Haglund shares an anecdote about paying for a couple's electric car charge, emphasizing the importance of small acts of kindness.

9. The Interplay of Music and Visual Content

• Main Point: Music is versatile and can evoke different emotions depending on the context of the story it accompanies.
• Details:
  • The same piece of music can evoke desire, fear, regret, or happiness depending on the story it's used in.
  • Music is like pigment, and the storyteller is the artist who uses it to paint a picture.
• Analogy: Music is not the painting, but the pigment that allows each artist to tell their own stories.

10. The Democratization of Storytelling

• Main Point: Technology has democratized storytelling, allowing more diverse voices to be heard.
• Details:
  • Technology has unlocked opportunities for individuals to publish their music, distribute their ideas, and share their content globally.
  • There is a rise of both juggernaut brands and local influences with global impact.
  • Raw talent is becoming more important than distribution and gatekeepers.

Synthesis/Conclusion:

The conversation explores the profound impact of music and sound on human emotion and behavior, highlighting the unique qualities of music as a repeatable and versatile form of content. It emphasizes the importance of audio in content creation, the role of adversity in fostering creativity, and the value of contributing to a better world. The discussion also touches on cultural differences, the democratization of storytelling, and the interplay between music and visual content, offering a comprehensive perspective on the power and potential of sound in shaping our experiences and connecting us to one another.