The world we live in is noisy sound is everywhere even in business in fact sound is business and thats our topic today on mate good to have you with us if you live like me next to a busy road youll know the frustration of having to cope with noisy costs passing by night and day but maybe just maybe theyll be a time when all those noisy engines will be replaced by electric vehicles but what sounds like a blessing could actually be a curse because electric vehicles off so quiet. And cyclists contour them coming and thats dangerous and that is why the e. U. Is requiring an acoustic warning device leaving it to design us to come up with a fake yet authentic sound. For sound designers Combustion Engine noises are as complex as symphonies. And they provide the basis for developing artificial motor sounds for electric cars at present they sound like this. When we know were going to consider the mating call of a stag. This country or a tiger whatever is not the chirping of a sparrow. Office mature sound like that does something to a driver menace said to meet at your bellowing noise that signifies the. Time of greatest does this buzzing sound zen india doesnt have such an immediate and powerful impact on which one but it could come to signify another kind of power thats expressive in its own right and of power dont you dont the challenge is to develop that power for electric cars shawls we elect to move iti it. Disempower. Car dealer benyamin dad it says a timid buzz just doesnt do it for him he loves the full throated growl and roar of 500. 00 horsepower. Feeling. Thats just part of it for many people with. The big engine big sound great sound light soft that means performance passion fun behind the wheel when everything good and exciting about driving as you head into the sunset in your sports car to move on and going for it. But how can a letter vehicles be fitted with a truly authentic sounding fake sound. In this were going 151617 kilometers an hour the noise is minimal im going to tweak the sound quality. Ive just boosted the higher frequencies. The new e. U. Regulations says new electric cars will have to be equipped with an acoustic vehicle alerting system which makes a sound at low speed entering reversing. The. Its not that the e. U. Wants to make the world sound better and cooler for us all its about safety you have to be able to hear if an electric car is just 10 meters away heading out you are 20 kilometers an hour. And the sound has to be distinctive and easy to hear fish could of. Sound design or just want to shape the experience of those inside the car as well as outside its also about branding. The spot im 50 years ago most eightys had a special distinctive sound and it had to do with the substance of the cars the sound was authentic just like i also came to stand for stability and safety those times over now you can fake everything so you keep wondering does anything actually sound like what it really is is. Driving pleasure reliability safety all that has to be suggested by the sound of a car. Bomb indeed but i think theres a lot of research being done in this area. And what they always find is that people customers car buyers what a car to sound like a car thats part of the culture thats what theyve learned. So when an electric car said soften the future it might sound Something Like this. But sound designers think that wont be the last word in the matter they 1st see further developments. The. The. The. Nice thing about the next generation wont care about cars making sounds like Combustion Engines once there are only electric cars on the streets they want to expect any extra added sounds not just wont matter so we can start over with fresh ideas. Why shouldnt a car sound like a flying saucer for example or anything else one might care to dream up ready. We can all get rather interesting. Just a few i still consider the sound. Well sound is everywhere and affects us whether we realize it or not i mean it sounds pleasant and soothing like birds singing. Laughter. And of course a rustling wind. Now all of us off far far less appealing sounds like a silhouette asked scratching across a toss of the plate screeching child across a block whats on the relentless noise off traffic. Well for better or worse was rounded by sound so lets find out more about how it affects us. Setting the tone how sounds affect us. Whats that noise its a faulty washing machine out is never switched off they can perceive frequencies between 20 and 20000 hertz even when were sleeping that can alert us to potential dangers. High pitched sounds. Like chalk squeaking on a blackboard put our teeth on edge where the lapping of waves is coming. Business also seeks to exploit the powers of sound music influences us subconsciously triggering emotions but is good music also good business. We tend to Linger Longer in Department Stores and are likely to buy more if we hear slow peaceful sounds but not every type of music has that effect the music has to appeal to us personally. Apparently were more likely to buy french wine if we hear french music playing. According to another study we spent an average of 6 euros 75. 00 on wine when we had Classical Music while will only pay an average of 1. 00 euro 95. 00 if pop music is play. But we dont buy more bottles. From playing sounds people rubbing their hands together or drumming on tin cans accompanied by whispering voices. Some people say any s. M. R. Videos on youtube calm them down or make their scalps feel all tingly. Some fast food outlets or do it yourself schools have already used these kinds of videos in advertising campaigns. And by the way researchers say dairy cows produce 7. 5 percent more milk when beethoven is played to them than when name music is played. Whereas popular music for example seems to cut normal yields by some 2. 5 percent. Another study indicated that sounds can even change the way swiss and the tard she is ages which is exposed to hip hop was judged to be the funkiest. Funky cheese thanks to hip hop music who would have thought so sound can be used to guide our behavior manipulate our consumption and maybe even make us what productive and sound can also be used for people sensation a case in point is the brain tangle known as a s m are all autonomous same story and rhydian response that is apparently triggered by certain audio visual content s m r videos are huge on the internet and its a trend to the shows no sign of slowing down. More than 13000000 videos that revolve around one thing. Listening to a u s m r stands for autonomous sensory meridien response its that pleasant scalp and spine tingling sensation that e. S. N. More videos try to stimulate more than 260 year uploaded each day many viewers say they find them relaxing. This is 34 year old you tube or dennis holder in his videos he mostly eats. Guys. To preach this earth. Who its previous business and comedy you tube channels didnt really take off. With 2 but eating on camera got him a following his videos last roughly 20 minutes people watch him eat to help them fall asleep thats about it for 24 franklin thats what 20 years ago i couldnt have imagined that you could watch other people eating and find it relaxing because most people watch it to relax sometimes i find this combination a bit bizarre because eating noisily is still frowned upon in the western world thats why i find it bizarre but really funny thats why im sticking with it. Yes videos have been around since 2010 but search inquiries have tripled since 2015. Hodell believes interest will continue to rise his top videos have over 90000 views clips that show him eating german classics like sausages are most popular and they help him stand out from the crowd. You could see it in the you tube analytics many new scriber is find out about me because of sausages here in germany were famous for our sausages and ive already had comments like wow your sausages must be made of plastic they make such a snapping noise. But its not. The Advertising Industry has discovered a s. M. R. Videos as a Marketing Tool firms like kentucky fried chicken. Idea. And the german Hardware Store chain horn use them some last up to 40 minutes. In the world of summer food videos solids dont tend to go down such a treat hearty fatty fare is the real click bait Hotels Channel which has been up for 2 and a half years has 17000 subscribers and no us counterpart has reached out to him so what if you if you want your channel to grow on you tube cooperation is pretty important i made a video with someone from the us. She has around 700000 followers and obviously some of them will end up viewing other videos of mine to your i mean we would listen to dennis who has acquired hundreds of extra followers through the collaboration he hopes hell be able to make a living from his channel. Next. Us guys. Sleep. Dont sleep just yet sound and music half long driven Technical Innovation one of the latest and most Popular Online platforms this take talk video sharing app can be the gateway to success for musicians but it also collects a lot of user data still nothing stands and the way of progress. Ringback with many snippets like these take talk has sent the music world into a spin. The app allows you to music videos and. Singing you can do anything with it. With almost 740000000 downloads and 2900 is now the worlds 2nd most popular work. For talented musicians it offers a huge opportunity like a 24 year old rapper from braman his song over those went viral on the platform. The guy contacted me instagram and said hey your song overdose when we could leave viral and take talk. Wasnt really on my radar so i dont load it. 30000 videos with my song i got thousands of inquiries from labels and it broke the 1000000 mark on spotify. 600000000 views on take talk and 6000000 plays on spotify kind of i was snapped up by universal music now hes hoping to match these numbers with his new song. I used to release something every 2 or 3 weeks because it didnt really need to be perfect. When i finished the song i just wanted to get it out there 2 or 3 weeks later come out with the next thing. But now i. Focus on quality and that takes a lot more time than. Only a handful of other artists have achieved similar famers like x. With old town road. Brown with a get up so there are. Viral on talk and became stars here so i really would have liked to talk to someone at the big music label like warner or sony because surely they must be looking at talk to increase their Digital Sales no one buy c. D. s anymore but sadly they werent really open to discuss their strategies so instead i asked around in the german Music Industry association. When a new player appears on the market its often a small startup that finds a new and exciting way of distributing music then people meet and talk about it. Everyone wants to be the 1st to really grasp what its about Companies Get very interested in it. And then the market has to agree on a price because music has a value and a price and for Music Companies digital earnings have become their most important source of revenue. And thats why theyre defending it. Using industry 1st started making money from streaming in 2005 and profits continued to grow 10 years later turnover had reached 2600000000 euros by 2018 it was earning almost as much as all other music formats put together. Digitalisation isnt something that you would cheat once and for all and then say so thats done weve gone digital its an ongoing process we live in a world where people are now thinking about how to link Virtual Reality and music. More expand the possibilities of music listening there are still many avenues to explore. For the moment the latest digital craze take talk seems. Thats despite cases of political censorship and fears about Chinese Government access to user data. There are actually 2 versions of to talk and one is only for china its called the subject even stricter censorship undertake talk we know when the rest of the world take talks owner is testing its streaming service in india and indonesia in 6 days it had more than 100000 downloads but doesnt want to produce his music specifically for digital platforms. Of course you can create songs made for tick talk with a short and snappy intro are hard and fast beats but i think you can get any song across on tech talk. Radio i dont tailor my songs to words when i hear a beat i like i take it and make a song out of it. Its that simple nowadays i wonder what be told from the ad you would have done with a tool like tick tock but then again the music they composed was meant to be played in concert halls designed to carry the sound all the way up to the gallery but one thing is still true today the right sound makes all the difference. A busy more with stores than shoppers and they make plenty of noise. Pretty loud in general and theres room. Its too loud too much sound as reflected for me it feels overwhelming. Guilt noise listens for a living a physicist advises builders an architect on all things acoustic for example on how to lower noise levels. Its stored in a Historical Context people always interpret noise as trouble right somethings going on dinosaur is coming or a volcano is erupting it causes an instinct to flee to kick around when its really noisy we have these associations with pressure with a stressful situation. Syria airport in switzerland is pretty noisy at least for the people who live nearby but inside all is calm and quiet acoustics were taken into account in the airports design the key concept is isolation there are several layers of glass built in here one after the other and taken together they provide a very high level of sound proofing inside you really arent subjected to any adverse effects from the noise levels youd hear outside. But what about the more than 13000000 people who stream through the airport every year surely they make a lot of noise. The ceiling is clouded with sheets of metal and some of them are perforated those perforations allow the sound waves to be absorbed reacting to. The quiet atmosphere pay solve the more comfortable passengers feel the more likely they are to open their wallets. And like many other factors in airport planning acoustics play an Important Role in security. We have a loud speaker system that 1st and foremost has to issue clearly understandable announcements this device here represents the human ear. Or has. Got. To ask how well current nouns mintz be heard there are ways to measure it and operating permits for an airport its only issued when it meets the criteria set down in whats called the speech transmission index. In airports the goal we shoot for is 70 percent when you measure here you see that the value actually exceeds that by a little bit just to give. Serious airport is just one of noise projects hes also been involved in planning cutters National Museum as well as a stadium in brazil and a concept house in israel. The field of acoustics is booming demand for expertise is on the rise still in. This i think that how a room is perceived has grown in overall importance in the last few years visual characteristics still have to be harmonious theres no question that still an architects primary business but air quality temperature and acoustics are also now key aspects of room design. This is especially true when music is involved. In the past ok stations had to calculate complex models a concert. But today computer programs can tell them what a performance will sound like from any seat in the audience before construction even begins. From a simulation programs that are used everywhere by acoustics experts nowadays have been around since the 1990 s. And they are certainly used by architects in planning large scale project but in many other cases for example in planning restaurant the acoustic aspects are still largely unexplored acoustic. And so theres plenty left to do in the world of acoustic design. Our resident wise enough to guess it is important to take a true break during the working day and he demonstrates the benefits by heading to a tranquil refuge far from the office. Can you take care of their and their ass. Thats for sure i can be conference time. Like well take a look at their us i called you back here this needs doing this has to be finished a. S. A. P. They all want something and now i take care of it i mean. Whats this right i can back. That up too early i only have breakfast standing as usual. As soon as one thinks down and all those waiting thats how it is all day long you need a break but not in the lunchroom you contradicts that. On that and this thing turn it off really off go offline get out of the office away from your colleagues go outside kind of call. Yourself 3. Cents your body be present. So i mean grounded for a moment. Thats good you can do that anywhere. You know you say the company will collapse. No it wont but you will if you never stop and. Take a break. The whole day has been like this i dont know why its not my fault. Bit of peace and quiet away from the office excellent advice well thats all for now from me on the rest of them a team thanks for watching. You know that 77 percent. Younger than 6 oclock. Cuts me into me. And you know what its time all voices. On the 77 percent be told. To cut. The 77 percent this weekend on d w. N its a deadly sound. And the whim of nature. Motivates us. And from stronger the most so greed. Be an essential desire for. The motors that drives a little. Closer to. The gate you know ive come to a close come a listen because i see the harm is done to the world. The clinton i would say of the selfishness an accumulation of material goods is really a something of fear we literally run the risk of being the 1st formal quiets to be responsible for our own expansion. Lie on me. We go in search of answers in the documentary film. Stars may 21st sunday w. Places. Or cities will sink into the city place time or stretches of land will be abandoned. To the water to steroid use a player massive orders are supposed to prevent flooding but the only delays the inevitable. In the future 66 meters rising sea levels from starts to slip on g. W. Played. This news live from the push is on for travel to open up again the e. U. And veils a plan to help salvage space Summer Holidays off the weights of coronavirus walked onto a cd and will make a tells us that reopening borders is essential for europes economic recovery also coming up. German old girl and get a makeover cracks in the countries and see the current advice if its from containment strategy to economic recovery if they demand