Companies looking to make a name for themselves in podcasting have done so mainly by spending a lot of money on flashy names, major acquisitions and libraries of valuable content. But more and more, the audio itself and the recording techniques used to capture it are becoming the selling point.
Today, iHeart Media has announced that it is investing in binaural audio, also known as 3D audio, which effectively puts listeners in a recording room and makes them feel as if it is happening around them. Listening to a 3D audio show sounds like you’re on the scene and hearing things exactly as you would in real life, because microphones are usually shaped like a human head or a pair of ears. This means that the sounds reach your ears normally, a zoomed car, for example, may be louder in your right ear and then move to the left as it passes, slowly disappearing to the right. (The Vergethe audio director of Andrew Marino has published a ton of 3D audio clips here if you want some examples.)
IHeart is launching a series of shows dedicated to the technique, called iHeart 3D Audio. It will feature programs made with Blumhouse Television, as well as podcast creator and producer Aaron Mahnke.
The company has built three studios specifically equipped to handle 3D audio recording and employs a team of 12 producers trained in capturing binaural audio. 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 because iHeart has hundreds of radio stations in the United States, during which it will encourage listeners to use a pair of headphones to enjoy the binaural experience.
“I think a lot more should be in 3D audio than it is,” says Byrne. “And when we look at the list of programs that we have from A to Z, throughout 2021, most of them, there is a 3D audio version that is probably better than [we’re] doing normally. “
Byrne sees the form as a storytelling tool, to be sure, but also as a new way for sponsors to send a message – and another way for iHeart to differentiate itself from all companies looking for brand partners.
“I think 3D audio to make a new type of two-minute 30-60 ad could really kind of – I am not going to suggest that it will reinvent podcast advertising – but it could definitely push you further into immersion,” he says it. “So, let’s offer this.”
iHeart is not the only network to enjoy 3D audio, and the creators have been doing it for years. The independent network Paragon Collective also used the technology for some of its narrative programs, including The oyster and The darkest night.
“What I really like about 3D audio is that it just attracts people, so I’m going to use it a lot now when one character is whispering to another, so you can get into their heads, or it makes a big difference when you’re using these sound effects in 3D audio and the user is in the middle of the room ”, says Alex Aldea, founder and CEO of Paragon.
Binaural may become more popular than ever for some reasons. On the one hand, it is more engaging, which is good for getting people to listen and keep a podcast. It is also compatible with any pair of headphones, which means that listeners don’t need any special equipment or software to enjoy themselves. And finally, narrative podcasts are growing with many networks looking to gain an audience for their programs and a way to differentiate themselves. If you try 3D audio and love it, you can look for more programs like this.
Another network, QCODE, which makes narrative programs with big stars, is looking to take the next step in podcast audio and create surround sound experiences. The company counts The Verge is mixing his shows in Dolby Atmos. Crucially, no major podcast app supports the standard yet, although companies like Apple support it on their hardware devices, like AirPods Pro, HomePod and Apple TV 4K. QCODE is essentially gearing up for the day when podcast app makers will be ready to support the standard.
“Creating these environments and this experience will be a really new and very positive thing for this type of narrative,” says Rob Herting, CEO of QCODE. “It doesn’t mean it’s a substitute for a good narrative and you can’t think of it as a trick, but I think that when used well, it can be very, very impactful.”
Podcasts are increasingly becoming IP machines, or a way to make a story come alive and sell a movie or potential TV adaptation. Surround sound and 3D audio are just the next steps on this journey to keep listeners in tune and make podcasts seem even closer to the experience of watching something on the big screen.