I have to say speaking with Steve was a fascinating experience. The world of audio branding and how it brings music into our everyday is very cool. How music affects the way we purchase and consume products and experiences, as well as remember and associate them is eye opening.Steve's psychology background mixed with his branding and marking experience and his passion for music make him the audio branding guru he is!
I will mention there is a little noise on and off until the 16min 50secs mark. This is generated from Steve's mic brushing against his clothing. Crystal clear and noise free after that:)
Here is a little more on Steve:
Always one to take the unexpected path, Steve left a career in the fields of social psychology, research and statistics to pursue his love for music and production. Landing in Nashville, he worked as an independent composer, A&R director, record producer, music house executive and publishing consultant.
In 2003 he followed another fork in the road, working as a consultant to develop and execute brand management strategies for a client roster that included corporations, advertising agencies, commercial music houses, record labels, publishing companies, marketing firms and entertainers.
Eventually, Steve discovered that all these paths led to a place where marketing, psychology, sound and philosophy converged. He stepped into the role of CEO/CCO of iV in 2005, positioning the company to be a leader in the growing field of audio branding.
In 2009, he took his act on the road, believing that the combination of Nashville’s diverse creative community, coupled with his understanding of audio branding as a process, would connect globally. He founded iV2 in Frankfurt, Germany, with business partner and friend Uli Reese.
Working together, Steve and Uli have quickly established iV and iV2 as companies with a shared vision for innovative audio branding strategies, a passion for creative excellence and a dedication to client service. The companies’ combined catalog includes work for Nike, Coca-Cola, McDonalds, Burger King, Toyota, Dodge, Ford, Audi, Opel, Union Investment, Trojan, Jacob’s, Melitta, Vodafone, Nestea, Arla, Clausthaler, Choice Hotels, TV Movie and many more.
When not bouncing back and forth between Nashville and Frankfurt, Steve enjoys pursuing photography, facilitating dialogue groups on issues of diversity and exploring the relationship between chaos and creativity.
Interview with Steve Keller