Into the Huluverse: The sonic evolution of Hulu

Twenty Thousand Hertz

Dallas Taylor

Design, Music, Music Commentary, Arts

4.9 • 4.5K Ratings

🗓️ 24 January 2024

⏱️ 27 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Today, virtually every streaming platform has a sonic logo, from HBO’s classic “Static Angel” to the iconic Netflix “Tudum.” For Hulu, standing out in such a crowded marketplace has been a process of experimentation and revision. In this episode, we chart the evolution of Hulu’s sonic branding across 5 unique sonic logos. Along the way, the creative team shares unused alternate versions for the first time, and breaks down how they used AI to test their latest sound. Featuring Dan Capstick of DixonBaxi, Matthew Wilcock of Zelig Sound, and Reid Thompson of Hulu. Twenty Thousand Hertz is produced by Defacto Sound. Subscribe on ⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠⁠⁠⁠ to see our video series. If you know what this week's mystery sound is, tell us at ⁠⁠⁠⁠⁠⁠⁠⁠mystery.20k.org⁠⁠⁠⁠⁠⁠⁠⁠. Support the show and get ad-free episodes at ⁠⁠⁠⁠⁠⁠20k.org/plus⁠⁠⁠⁠⁠⁠. Follow Dallas on ⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠TikTok⁠⁠⁠⁠⁠⁠, ⁠Facebook⁠, and ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠. Join our community on ⁠⁠⁠⁠⁠⁠Reddit⁠⁠⁠⁠⁠⁠. Claim your $75 sponsored job credit at indeed.com/hertz. Get 50% off your first Factor order at factormeals.com/tth50. Get 55% off your Babbel subscription at babbel.com/20K. Go to zocdoc.com/20k and download the Zocdoc app for free. Episode transcript, music, and credits can be found here: https://www.20k.org/episodes/intothehuluverse Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0	It's a new year and many of us are committing to exercising and eating healthier.
0:04.8	But another crucial part of staying healthy is keeping on top of your doctor appointments.
0:09.8	That's where Zoc Doc comes in.
0:12.0	Stop putting off those doctors appointments and go to Zocdoch.com slash Hertz to find and instantly book a top-rated doctor today.
0:19.7	That's Z-O-C-D-O-C.com slash H-E-R-T-Z.
0:24.1	Zocococ.com slash Hertz.
0:30.4	You're listening to 20,000 Hertz.
0:35.7	One of my absolute favorite Sonic brands is Hulu.
0:39.5	For listeners outside the U.S., Hulu is a streaming service that launched in 2008.
0:44.9	Over the years, they've used a lot of different Sonic logos, many of which I've really loved.
0:50.2	But if I had to pick a favorite, I'd probably go with this latest version.
1:03.0	To me, that Sonic logo is a perfect little story, with a buildup, a crescendo, and a release,
1:06.0	all told in just a few seconds.
1:08.0	When I hear it, I almost get a physical reaction. My dopamine fires,
1:13.0	and I'm ready to dive into whatever comes next.
1:25.6	Now, Sonic logos go by a few different names.
1:28.6	Some people just call them Sonics.
1:30.7	Quite often we call it a mnemonic.
1:33.0	That's Dan Capstick.
1:34.5	I am head of creative at Dixon Baxi, a branding agency based in London, UK.
1:41.2	Dixon Baxi has worked with everyone from IMAX to Samsung to Hulu. They help these
1:46.1	companies design a more memorable and relevant brand, and that includes their Sonic brand.
	...

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