The Winner Is Radio… and Audio

After a week at the Cannes Lions International Festival of Creativity (thanks to The Black Network ) and a previous judging gig on the radio and audio panel for 2024’s D&AD awards, I've had the opportunity to see some of the most innovative and creative entries in the audio industry from around the world in the last year. By the way, if you haven't listened to this year's Grand Prix winner by Specsavers yet… you're welcome (hear the actual audio).

We’re back in the prelude to the audio industry’s award season. As a seasoned judge, my insights are informed by years of experience evaluating entries across various prestigious awards. Some notable awards I've had the privilege of judging include the Cannes Lions, Rose d’Or Awards, Radio Academy Awards, British Podcast Awards, Sanford St. Martins and the Dubai Lynx awards… and winning a handful ourselves :-). These experiences have given me a comprehensive understanding of trends within the audio awards landscape.

In this blog, I'll share what I've noticed in three key categories: traditional radio, audio as entertainment, and applied sound technologies.

RADIO:

Traditional radio remains a cornerstone of the audio industry. Its nuts and bolts—commercial spots or full-length radio shows—continue to captivate audiences and earn accolades. One recent standout example is from the Radio Academy Awards, where stations like the Asian Network from the BBC have showcased excellence in programming and innovation, or the BBC Radio 1Xtra station sound team who consistently dominated with their exceptional work - three gold wins in a row - setting a high bar for sonic identity, branding and production quality.

South Africa continues to dominate the awards circuit with consistently insightful writing that makes the most of how we use words and language, like Grey Africa’s Jab Jab single radio. It is simple, clever, and delivers a clear message.

Yes, linear radio still upholds the fundamentals of excellence in craft, rigorous editorial decisions, engaging audiences in live moments, and a dependable pipeline for talent, whether in front or behind the microphone.

AUDIO:

Podcasts and other forms of audio entertainment are booming, reflecting a shift in how audiences consume content. The podcast space, in particular, has become a hotbed for innovation. We're seeing a rise in highly produced, narrative-driven series that blur the lines between traditional radio and audiobooks. Successful entries often leverage immersive soundscapes and compelling storytelling to stand out.

Have You Heard George's Podcast? is a prime example of this innovation. It has reinvented the podcast format by blending personal narrative, music, and social commentary to create a deeply immersive and thought-provoking experience. This podcast tells compelling stories and challenges conventional audio storytelling methods.

Additionally, the awards sector has become more diverse, with specific categories and events recognising contributions highlighting diversity, gender equity, and independent creators. Awards now often include specific honours for content that promotes diversity, champions women's voices, and supports independent creators. This emphasis on inclusivity and representation drives more varied and rich storytelling in the audio landscape.

The boundaries between radio brands are levelled here as podcasters are more open to collaborating and partnering to do more interesting work.

APPLIED SOUND:

Audio-led activations also appear in our category, where cutting-edge innovations are happening. Artificial Intelligence, audio science, and spatial sound are increasingly used to direct, immerse, and engage listeners and consumers in bespoke or co-opted applications. These techniques enhance brand engagement or expression in an increasingly noisy market (puns completely intended).

Additionally, the applied audio innovators compete to harness music curation, as recent entries like Mercedes' The Iconic Playlist demonstrate. In this innovative approach, TBWA and team X in Paris curated a playlist featuring songs that mention their client’s name, creating a unique and memorable brand expression through a prestige association with music. It was broadcast on a radio station for 24 hours, bringing us full circle. This creative use of an audio medium reinforces brand identity and fosters a deeper connection with consumers through the power of music and radio.

Applied sound is booming for brands who want impact, especially for experiential engagement. Whether it's a brand activation using spatial audio to help navigate ravers to a secret party or a public installation that reacts to ambient sounds (both will remain nameless), the creativity in this space is remarkable.?

One notable trend in award entries for this category is the use of pseudo-intellectual case videos to justify the impact or efficiency of the awards entries. These videos often refer to statistics, scientific discoveries and emerging technology to substantiate the creative solutions behind the audio work. They generally explain the methodologies and technologies employed to add a layer of validity to the submission, but they need more depth to sustain rigorous interrogation. “Look, it just works, and it’s cool”.? Sometimes, these case films detract from the work as jurors spend more time debating the science's credibility than the solution's creativity.

The audio awards category is a testament to the power of sound in storytelling and engagement. From the timeless appeal of traditional radio to the innovative uses of applied audio technologies, each category brings something unique to the table. As these trends evolve, I look forward to seeing how creators push the boundaries of what audio can achieve.?

With Audio UK’s Audio Production Awards 2024 opening for entries last month, the stage is set to celebrate the people behind the scenes and in front of the mic in British Audio – from podcasts to radio, audiobooks to sound design, production to presenting. Whether you're a listener, creator, or industry professional, there's never been a more exciting time to be part of the audio world. Here are some free tips from a previous article on entering awards.

Want to talk about your audio awards submission? Don’t hesitate to drop me a line on LinkedIn.

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