The Soundtrack of Cannes

“Bonjour! Welcome to Cannes!” was the greeting from the enthusiastic and very French registration employee, who promptly handed me a large, colorful Health Lions Speaker Badge.  As a composer and the founder of a creative music and sound studio, I was excited to be inspired by and share ideas with some of the world’s top creators, thinkers and makers. As I set off to walk along the Croisette, the sparkling beach before me, I experienced a buzz of energy from fellow attendees and passersby as we browsed the showcases for creative and tech companies, and brands, dotting the shoreline. But I noticed that something was missing. Something perhaps not readily recognizable to some, but as loud as can be to those who are trained to listen and understand the power of sound.

As I continued to browse the outdoor exhibitions, I was greeted by an incessant “thump, thump, thump” from a party-all-night soundtrack emanating from CNN’s invitation-only beachside retreat… though it was barely noon. A bit further down the Croissette, I entered the elegant Martinez Hotel foyer, the intense indoor echoes of voices assaulted the ear. But just down the hall, finally, a refreshing change! A light murmur of perfectly curated music cradled the conversations of the café filled with creative patrons. Barely perceptible, but providing the emotional fuel for creative conversation and a sense of worldliness and calm.

Returning to the Palais, a line of brand-sponsored yachts were boisterously decorated and visually branded, but oddly silent. Even boats hired and inhabited by radio companies were completely bereft of sound. Everyone branded the landscape, but no one branded the soundscape!

In the year hailed “the year of audio” or “the year of voice”, even this festival of creativity had neglected opportunities for audio-led experiences. Everyone is talking “voice,” rather than “scoring brand experience,” which is inclusive of voice, but experience focused.

Recent research co-authored with Sentient Decision Science shows creative opportunities in skills for smart speakers. In prototyping sonic enhancements to three existing Alexa skills, we found an increase in emotional appeal by 45%, a drop in perceived duration of experience and an uptick in perceived helpfulness and ease of the skill. Music and sound — especially carefully curated on-brand ambiences and music – subconsciously influences our feelings and perceptions.  

Nearly everyone has been discussing this transformation all year, both terrified and inspired by the possibilities of how audio-only and audio-first experiences were beginning an exponential growth curve and signaling a new era. But even here, at Cannes, in the epicenter of creativity in marketing, one of the most persuasive drivers of emotion and behavior and a singular force that can inspire change was underleveraged, misused or left to chance.

We can do better!

What if next year the registration area included a barely perceptible but very much ‘alive’ background ambience — provoking a sense of calm and anticipation? What if the festival app gave you an instantly recognizable sonic reminder that it’s time to go to that panel you wanted to see?

What if sound at each panel’s onset triggered open-mindedness, putting inspiration was at the center? How could that impact speakers and audiences alike? What if sound were carefully curated to transition between panels, bringing emotional continuity to the festival?

Throughout Cannes I kept wondering how experiential sound might have helped set the tone for the unique discussions and surrounding experiential content and design. Or on the festival floor and in the awards presentations, sound could be designed to have you ‘feel’ Cannes Lions—with all its prestige and sense of creativity and community. We need to consider how integrating sound into the conference could help creatives be even more receptive to new ideas.

The festival this year spoke so often to the power of audio. How voice strategies, smart speakers and search would soon transform our world. Here’s a thought: what if next year’s Cannes we collectively took a giant leap forward from theory into practice? Let’s not just talk about the tech and metrics, let’s embrace this rich new creative frontier! Let’s introduce Cannes Lions awards for audio excellence in sonic branding. Let’s begin expanding our creativity to serve audiences and the brands they love and stimulate meaningful interactions and connections in new ways!

What if next year we celebrated creative use of sound for what it is: the next frontier of brand experience.