Stephen Arnold Music (SAM) has named Dr. Sol Marghzar as director of audiology. Marghzar is a certified doctor of audiology and an expert in hearing and abnormal auditory perceptions such as tinnitus (ringing or any sound in the ear or brain). He will consult with the studio and its clients on how sound impacts human emotion and why the science of sound can be applied to sonic branding and musical compositions. He will also contribute articles and interviews advising agencies and brands on how to more effectively use sound to connect with consumers.
“Sound is a powerful tool in stimulating emotion, telling stories and creating lasting memories,” said SAM founder and president Stephen Arnold. “In our increasingly voice-activated world, it’s essential to understand how sound is processed by the brain as part of a strategic approach to building sonic identities that support brands.”
Dr. Marghzar is certified by the American Board of Audiology and leads a clinic in Beverly Hills, Calif., specializing in hearing disorders. Over the past 25 years, he has evaluated or treated more than 40,000 patients for tinnitus, hyperacusis and other problems. Known as “The Hearing Doctor,” he has supervised and trained other specialists in the field, served as an expert witness in court cases, and implemented innovative treatments for people with hearing disorders loss.
Dr. Marghzar points out that the amygdala, the part of the brain’s limbic system that governs emotion, is particularly sensitive to sound. Effective sonic branding leverages the brain’s processing system to forge deep ties with consumers. “The best sonic brands tap into our emotions, gradually and consistently,” he said. “Eventually, they become a part of our belief system and are then almost impossible to dislodge. That’s what makes sonic branding so powerful.”
Dr. Marghzar believes that greater insight into how the brain reacts to sound will lead to more effective sonic branding. “When we hear a sound, it triggers an emotional response and creates a memory,” he explained. “When we hear that sound again, the limbic system orders the filters within the brain retrieve those memories and reproduce those emotions. There are deep psychological reasons for this. Smart brands take advantage of this to connect and inspire people in a positive way.”
First-Time Feature Directors Make Major Splash At AFI Fest, Generate Oscar Buzz
Two first-time feature directors who are generating Oscar buzz this awards season were front and center this past weekend at AFI Fest in Hollywood. Rachel Morrison, who made history as the first woman nominated for a Best Cinematography Oscar---on the strength of Mudbound in 2018--brought her feature directorial debut, The Fire Inside (Amazon MGM Studios), to the festival on Sunday (10/27), and shared insights into the film during a conversation session immediately following the screening. This came a day after William Goldenberg, an Oscar-winning editor for Argo in 2013, had his initial foray into feature directing, Unstoppable (Amazon MGM Studios), showcased at the AFI proceedings. He too spoke after the screening during a panel discussion. The Fire Inside--which made its world premiere at this year’s Toronto International Film Festival--tells the story of Claressa “T-Rex” Shields (portrayed by Ryan Destiny), a Black boxer from Flint, Mich., who trained to become the first woman in U.S. history to win an Olympic Gold Medal in the sport. She achieved this feat--with the help of coach Jason Crutchfield (Brian Tyree Henry)--only to find that her victory at the Summer Games came with relatively little fanfare and no endorsement deals. So much for the hope that the historic accomplishment would be a ticket out of socioeconomic purgatory for Shields and her family. It seemed like yet another setback in a cycle of adversity throughout Shields’ life but she persevered, going on to win her second Gold Medal at the next Olympics and becoming a champion for gender equality and equitable pay for women in sports. Shields has served as a source of inspiration for woman athletes worldwide--as well as to the community of... Read More