• Oct 12th 2010 at 12:28PM
  • 21

Audi Sound Studio – Click above to watch the video after the jump

Audi wants you to be able to identify its brand without looking, and a consistent sonic signature is key to that. In that spirit, the company has undertaken an extensive sound capture, catalog and research program to ensure that the soundwaves drifting into your ears from the commercial playing in the next room are instantly identifiable. It extends beyond advertising, too. Even the voices and microphones used to record voicemail prompts were exhaustively auditioned for just the right sonic character.

The Audi Sound Studio effort may seem quite obsessive, but at least they've produced a cool video filled with the tastiest in high-end audio gear. Sound geeks who like to brand-spot should be on the lookout for Neumann, API, Focusrite Reds and the deified U47. The rest of you can just watch as a uniformed team of recordists swarms all over Audi vehicles on a track and in an anechoic chamber to capture all the sounds an Audi could possibly make. Being an advertising effort, the most important sound all of this effort can lead to is the "ka-ching" of a vehicle purchase. Video posted after the jump.


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Photos copyright ©2010 Damon Lavrinc / AOL

[Source: Audi via YouTube]




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    • 1 Second Ago
  • 21 Comments
      • 4 Years Ago
      I absolutely LOVED watching the subtitles on this film! It's so funny how Youtube failed at subtitles on British accents and tried to apply subtitles to sounds. Oh man, classic. I'm not saying I could do any better than Google, but good for a laugh.
      • 4 Years Ago
      Cha Ching!
      • 4 Years Ago
      methinks overkill
        • 4 Years Ago
        With Audi, there is no such thing as overkill... or perfection for that matter. There is just better.
      • 4 Years Ago
      I am absolutely fascinated by this.
      • 4 Years Ago
      I appreciate the intent. I really do. The R8 makes a lovely sound. But it's the sound of a Lamborghini V-10 breathing through an Audi exhaust, not the "Audi Sound".
      • 4 Years Ago
      Audi really keeps pushing it in high gear. Way to go!
        • 4 Years Ago
        These guys are the real deal. I have worked for a bunch of luxury brands in addition to Audi, but every one so far falls well short of Audi's utter dedication to innovation and perfection in every aspect of their brand. After experiencing the corperate culture in several different brands, it is absolutely no suprize to me why Audi is has been so successful as of late.
        • 4 Years Ago
        Sure do. Smart people understand to do everything possible to build on the brand's recent success. It's really come a long way, in a short time. A few short years ago, I wouldn't have given an Audi a second thought but, nowadays, I find myself VERY drawn to them, especially the R8. ;-)
        • 4 Years Ago
        yeah how they are leading development on electric cars which are obviously the future. oh wait..

        the corporate sound of Audi that I hear is desperation in the face of the inevitable take over by electric cars and being evil and ignorant they fear that like vampires fear the sun.
      • 4 Years Ago
      Yeah... somehow a V10 seems like a Lamborghini sound in an Audi body.

      A 4.2 V8 seems more like the sound of Audi.

      Too bad the V8 doesn't rev as high as the Lambo-sourced V10.
        • 4 Years Ago
        Lambo only makes the V12 , the V10 in the Gallardo is Audi-sourced.
      • 4 Years Ago
      For those at say the car uses a Gallardo engine - well yes it does. But that Gallardo block shares architecture with the Audi V8. And development of the V10 was in part carried out by Audi subsidiary, Cosworth.
      • 4 Years Ago
      Ok, so they did record sounds. And then...?

      Is it just me or are they missing the point? I always thought sound engineers would design a car in a way so everything sounds good. Not the other way round.

      Fail?
        • 4 Years Ago
        It's all about making all the audio readily and easily available to the sound engineers, editors, and everyone at Audi in an organized, structured manner.

        Wait until you work on a big project, for a respectable company, then you'll understand the efforts being put into this.

        In the meantime, try being less demeaning.
        • 4 Years Ago
        I guess they use the audio in the commercials??
        • 4 Years Ago
        The sound of Audi is a boosted 5 cylinder bouncing off the rev limiter.
      • 4 Years Ago
      When did all of these hippies start reading autoblog? I will always, ALWAYS, own a petroleum powered automobile. When electric cars can actually do what a decent gasoline powered car can do (travel hundreds of miles without inputing more energy) with the same speed, power, and reliability, then I will warm up to electric cars. Awesome cars like the R8 are going the way of the battleship, they won't be around very far into the future, let us die hards enjoy them while we still can without constant squabbling over fuel economy and emissions.

      By the way, very cool idea Audi.
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