Immersive Audio – Listen Up!

Jamie Greaves

Creative Director at The Business Creative

July 28, 2022

Immersive audio is not a new concept, but it’s becoming more popular in helping to create engaging experiences for audiences.

Real immersive sound provides the listener with a natural (‘life-like’) three-dimensional sound experience unlike anything heard before in traditional 2D surround solutions. Immersive audio creates the sensation of height all around the audience, transporting them into a more thrilling and deeper audio experience.

This revolution in audio technology immerses the listener with sounds in front, above, and all around, providing a totally new emotional level of entertainment in listening to music, watching movies, playing games, or in visitor attractions. This new level of entertainment where you are enveloped with life-like sound is the goal of Immersive Sound.  There are as many definitions of immersive audio as there are names for it, spatial sound and 3D sound being the most common.

Apple’s Spatial Audio was introduced in 2020 and has evolved a fair amount over time. It is Apple’s answer to Dolby Atmos for Headphones, creating a virtual 3D surround sound effect in a stereo pair of headphones. It virtualises an audio mix that surrounds you, making it seem like you are in the heart of the action.

Audio has always been integral to guest experiences but can sometimes be forgotten about or enjoyed subconsciously because it’s not front and centre – take away the audio and you would certainly notice the difference. However, it was the development of spatial audio and its recent prominence that made us think differently about sound and create experiences featuring just audio (and a little imagination!).

Taking Apple’s lead, we are currently working on several immersive concepts using spatial audio effects, where the audience are wearing headphones (traditionally used for silent discos.) Get in touch  if you would like to learn more about how combining audio effects with simple storytelling and popular music can be an exciting and cost-effective way to provide a totally unique guest experience, particularly for seasonal events such as Halloween and Christmas.

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