People are pickier than ever. We’re spoiled because there is so much content to choose from. Which is why we only spend time consuming content we feel connected to.

If you are a content creator or advertiser, you need to be aware that it’s about being chosen. People decide quickly whether they’re interested or not. If not, they’re likely to move on quicker which suggests the false idea that attention spans are shrinking.

“It’s not that attention spans are shrinking, it’s that our tolerance for things we’re not interested in is shrinking.” — Ben Jones, Global Creative Director at Google’s Unskippable Labs

A great story and the ability to create an immersive experience is extremely valuable, but it has never been harder to create something special that stands out because there are so many stories out there.

The power of immersive audio as a creative amplifier for great storytelling provides a strong opportunity to differentiate your story.

Because what we hear makes up an immersive experience as much as what we see.

Most creatives and marketers learned at a young age to express themselves in writing and visual arts, but what about sound and music? What do you know about expressing yourself through auditory arts?