Business Daily meets: Michele Arnese
Business Daily
BBC
4.4 • 816 Ratings
🗓️ 12 January 2024
⏱️ 18 minutes
🧾️ Download transcript
Summary
It's widely recognised that we are bombarded with fast-paced imagery in the modern world, whether it's social media videos, or digital billboards in city spaces.
But there has been a similar explosion in sound, says advertising entrepreneur Michele Arnese. He thinks brands can only compete with the help of artificial intelligence (AI).
Dougal Shaw speaks to the Italian tech entrepreneur who trained as a classical musician, but founded an advertising company that helps companies stand out with distinctive sounds.
(Picture: Michele Arnese of Amp looking at AI-generated music with a colleague.)
Presented and produced by Dougal Shaw
Transcript
Click on a timestamp to play from that location
| 0:00.0 | Bring the world closer with podcasts from the BBC World Service. |
| 0:05.0 | Unmissible stories from around the globe. |
| 0:07.4 | Wow. |
| 0:08.5 | Search for the documentary, Lives Less Ordinary, and Amazing Sports Stories, wherever you get your BBC podcasts. |
| 0:16.3 | You better be ready because we want to bring it to you. |
| 0:22.0 | Hello and welcome to Business Daily Meets. |
| 0:24.6 | I'm Dougal Shaw. |
| 0:26.2 | Today I've come to the central London offices of global advertising giant WPP. |
| 0:31.4 | I'm here to speak to the Italian founder of a company that the group has recently acquired. |
| 0:36.5 | His team specializes in creating sonic identities |
| 0:39.6 | for brands using artificial intelligence, known as AI, that can sound as simple as this. |
| 0:49.5 | I think 30 of maybe 100 brands that created a sound don't use it. |
| 0:55.6 | They don't use it. |
| 0:56.5 | They invested a lot of money in creating a sonic identity. |
| 0:59.7 | They don't use it. |
| 1:00.5 | So this was what led us to understand the role of AI in putting things out there globally for a brand in all markets. |
| 1:10.1 | That's Michaela Arnais, who founded in 2009 the agency called Amp, |
| 1:15.0 | which specialises in making sounds for brands using AI. |
| 1:19.0 | He started it in Munich, even though he is himself from Italy. |
| 1:22.8 | It was bought last year by global brand specialists Landor, |
| 1:26.3 | which is part of the WPP group. |
| 1:28.9 | Everything has a sound. So it's not true that the brand is on mute. No brand is on mute. |
... |
Please login to see the full transcript.
Disclaimer: The podcast and artwork embedded on this page are from BBC, and are the property of its owner and not affiliated with or endorsed by Tapesearch.
Generated transcripts are the property of BBC and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.
Copyright © Tapesearch 2026.