From podcasts to TikTok sounds, digital audio has moved from background noise to the cultural main stage. In this episode of Hard Refresh, host Andrés López-Varela is joined by Adam Johnson (Co-Founder, Original Audio & Chief Growth Officer, Nova Entertainment) and Georgia Tappy (Social Media Consultant) to explore what the next 25 years could hold for audio.
They debate why brands obsess over their logos but not their sound, how memes like Jet2 Holidays became earworms by accident, and whether podcasts have hit their ceiling, or are only just beginning. Together, they imagine a 2040 world where audio surrounds us, from neural implants to AI-generated soundscapes.
In this episode:
- Memes, music, and memory
Georgia points to Jet2 Holidays as proof of how sonic consistency can turn into a cultural meme, building “neural pathways” for a brand in the public imagination. - Why brands ignore sound
Adam argues marketers will spend so much time on Pantone colour codes for how they look, but rarely define how they sound. He calls it a “missed opportunity,” noting sonic stings in TikTok ads boost recall by 191%. - Podcasting’s evolution
The panel debates whether podcasts have peaked; Georgia sees video podcasts as expanding the medium, while Adam worries cameras risk stiffening the natural intimacy of conversation. - Advertising in the audio age
Baked-in reads and product placement are making a comeback as the most resilient formats, even as audiences skip ads at record rates. The panel likens it to radio jingles and old-school TV tea breaks. - The sonic future
Looking ahead to 2040, Adam and Georgia imagine homes where AR glasses, smart speakers, and neural interfaces make audio an ever-present layer, raising questions about privacy, shared experiences, and manipulation.
This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.
