The importance of sound as a component of live events—even if guests don’t realize it—has gained more attention in recent years, with planners and producers incorporating soundtracks and ambient noise into all kinds of experiences. But what if sound serves as the experience?

With the COVID-19 pandemic putting a halt to large in-person events and activations, brands have been forced to find new ways to connect with consumers, including through audio experiences.

For example, meditation app Headspace has partnered with brands like Snapchat, Sesame Street and Nike to provide guided meditation-inspired sessions for consumers. And even pasta brand Barilla is bringing the beats, thanks to a collaboration with Spotify. Barilla released a series of playlists featuring pop, hip-hop, indie and classic hits, all programmed to the perfect cooking times for a variety of different pasta shapes. For example, Mixtape Spaghetti is nine minutes long, while Boom Bap Fusilli is 11 minutes.

Valspar recently transformed its 2021 Colors of the Year into soothing soundtracks—allowing folks to hear and feel the paint colors. For the multisensory experience, called “The Sound of Color,” Valspar partnered with sound therapist and meditation teacher Sara Auster to create 12 color meditation experiences that include unique sounds, guided meditation and calming visuals that “communicate the spirit of each color.”

With the goal of turning home improvement into self-improvement, the paint brand was inspired by the increased interest in mindfulness and self-care activities, especially now during this tumultuous time. According to Sue Kim, Valspar’s color marketing manager, “In 2019, more than 20% of employers offered a mindfulness program, and that accelerated significantly throughout 2020.”

“Many of our worlds have shrunken down to within the walls of our homes, and people are seeking solace and calm like never before,” she explained. “Combining the soothing colors of Valspar’s 2021 Colors of the Year and Sara Auster’s masterful skills in sound therapy and meditation allows people to take charge of their physical spaces to foster their best mental space.”

Each of the minute-long color experiences includes a guided visualization and a breath practice. Six of the colors include meditations to calm, relax and soothe, while the other six colors include meditations to focus, energize and uplift. “We think audio experiences like this allow us to bring our brand right to where consumers are actively searching for information regardless of what is happening in the world around us,” Kim said.

Denise Burrell-Stinson, head of The Washington Post’s BrandStudio, shared a similar sentiment, saying that “sound doesn’t have to be a distraction. Instead, it can be a tool that helps people stay productive and mindful throughout the day.” 

“The Sound Sanctuary” features interactive meditative visuals, with the option to play premade tracks or create your own by layering different sound elements. The corresponding colors of the sounds represent different effects. For example, orange signifies a sound that encourages collaboration.Screenshot: Courtesy of The Washington PostBurrell-Stinson and The Washington Post Creative Group recently designed an immersive audio experience, developed in partnership with software company Citrix, called “The Sound Sanctuary,” which aims to boost productivity, focus, collaboration and more while working. “As work becomes more remote and flexible, it can be hard for employees to disconnect,” she said. Adding that, Citrix “wanted to present their digital workspace platform as an antidote to disruptive digital noise.”

The digital experience offers custom ambient audio tracks, composed with help from a sound therapist, that are proven to help encourage focus, problem-solving and collaboration, or simply offer some peace. Interactive meditative visuals allow employees to easily discover what sounds work best for them, with the option to play premade tracks or create their own by layering different sound elements.

“By providing unique and engaging tools to help employees stay centered in this new landscape, companies can foster a culture of employee well-being while maintaining productivity and helping their bottom line,” Burrell-Stinson explained. “The Sound Sanctuary, an immersive, interactive platform for employees to explore the power of positive sound, was created with this in mind. The space invites readers to take a break from the ‘digital noise’ of work notifications and find a healthier way to focus on the work that matters.”