TikTok的特洛伊木马策略

本条消息来自《魔鬼经济学》电台。

This message comes from Freakonomics Radio.

《魔鬼经济学》合著者史蒂文·J·杜布纳，揭示万物背后的隐秘面。

Freakonomics coauthor, Steven j Dubner, discovers the hidden side of everything.

从人类行为的怪癖到污染与香蕉，《魔鬼经济学》揭示那些你从未想过自己会想知道的事。

From the quirks of human behavior to pollution and bananas, Freakonomics uncovers the things you never knew you wanted to know.

在任意播客平台均可收听。

Listen wherever you get your podcasts.

这里是NPR旗下的《金钱星球》节目。

This is planet money from NPR.

达拉斯·泰勒，我最爱的播客之一《两万赫兹》的主持人。

Dallas Taylor, host of one of my favorite podcasts, 20,000 Hertz.

你要打个招呼吗？

Would you like to say hello?

嘿，肯尼。

Hey, Kenny.

达拉斯的节目——如果你还不熟悉的话——涵盖所有与声音及声音设计相关的内容。

Dallas' show, if if you're not familiar, covers all things sound and sound design.

没错。

That's right.

接下来他和我将玩个小游戏。

And, he and I are gonna play a little game here.

部分是为了验证某个观点，我们约定用各自最近沉迷的网络视频给对方一个惊喜。

In part to prove a point, we have agreed to surprise one another with a video that we're currently very into from the Internet.

达拉斯，既然你是客人，你想先开始吗？

And, Dallas, since you're the guest here, you you wanna go first on this?

我很乐意。

I would love that.

有什么我们需要知道的准备工作吗？

Any setup that we need to know?

是的。

Yes.

我从Instagram上收到了一个朋友发来的视频。

So I got this video from Instagram from a friend of mine.

好的。

Okay.

我是八十年代的孩子。

And I'm a child of the eighties.

我也是。

I am too.

没错。

Yes.

这个视频的重点是要揭示施莱德配音之间的联系

And the point of it is to connect the dots between the voice of Shredder

就是《忍者神龟》里的施莱德。

From the Teenage Mutant Ninja Turtles.

就是《忍者神龟》里的施莱德和一部热门情景喜剧里非常受欢迎的演员的配音。

From the Teenage Mutant Ninja Turtles and the voice of a very popular actor from a really popular sitcom.

我希望你在听的时候，试着辨认出这是谁的声音，然后我们再继续。

So what I'd like for you to do is while you're listening to it, try to figure out who this voice is, and then we'll take it from there.

好的。

Alright.

321。

321.

我必须祝贺你。

I must congratulate you.

所以这就是施莱德的声音。

So that is the voice of Shredder.

我认出来了。

I recognize it.

但你是说这是我应该认识的某个名人？

But you're saying this is a famous person I should know?

是的。

Yes.

那我再播放一小段。

So so I'll play a little bit more.

以优异成绩通过了你的测试。

Passed your test with flying colors.

你知道怎么

Do you know how

这是他出演的剧集片段，你应该从这里认出他。

So here it is from the show that you should know him from.

有个不会游泳的儿子。

To have a son who can't swim.

等等。

Wait.

是菲尔叔叔吗？

Is it uncle Phil?

是菲尔叔叔。

It's uncle Phil.

那是《新鲜王子妙事多》里的菲尔叔叔。

It's uncle Phil from Fresh Prince of Bel Air.

是施莱德吗？

Is Shredder?

施莱德的配音是菲尔叔叔。

The voice of Shredder is uncle Phil.

出去。

Out of here.

我要消灭我的敌人——那些乌龟，然后全世界将在施莱德面前颤抖。

I will destroy my enemies, the turtles, and then the world will tremble before the Shredder.

好吧。

Okay.

100美元一球。

$100 a ball.

你也不知道这事吗？

Did you not know this either?

不。

No.

天啊。

Oh my gosh.

而且我是忍者神龟的超级粉丝。

And I was a huge Ninja Turtles fan.

这太酷了。

This is very cool.

还是《新鲜王子妙事多》的狂热剧迷。

And a huge, Fresh Prince of Bel Air fan.

从没把这两件事联系起来过。

Never put two and two together.

那个...那个确实很棒。

That's that's a very good one.

好的。

Okay.

至于我的发现，这是我在Reddit上看到的。

So for mine, this is something that I found on Reddit.

先简单介绍一下背景。

And, just a little bit of, background.

最近有个流行趋势，人们会发布自己在聚餐派对的视频。

So there's a a popular trend where people will post videos of themselves at potlucks.

比如'我是肯尼，我带的是七层豆泥酱'，'我是达拉斯，我带的是神仙沙拉'。

You know, I'm Kenny, and I I brought seven layer bean dip cut to I'm Dallas, and I brought ambrosia salad.

对吧？

Right?

比如，这个还行。

Like, this is okay.

我手头有个视频，是内容创作者Shay制作的，他在所谓的'百家宴法庭'里扮演法官。

So what I have is a video by a content creator named Shay who acts like a judge in what they call the potluck courtroom.

于是Shay把自己剪辑进其他百家宴视频中，对每道菜进行评判。

So Shay cuts themselves into those other potluck videos rendering judgment on each dish.

好的。

Okay.

准备好了吗？

Ready?

是的。

Yes.

嗨，Celeste，我带了Costco的芝士蛋糕可颂。

Hi, Celeste, and I brought, cheesecake croissants from Costco.

这不是你做的。判你蹲25年大牢。

You didn't make that Twenty five years in the hole.

你和你的律师都不得假释。

No parole for you and your lawyer.

下一个。

Next.

我叫Rudy，带了根汁汽水漂浮冰淇淋。

My name is Rudy, and I brought root beer floats.

你即将与鱼群共舞，因为我们准备给你来个海盗式的葬礼。

You about to float with the fishes because we about to give you the pirate's burial.

跳板伺候。

Whoop the plank.

那是谁？

And who's that?

把她也加上。

Add her too.

给她上拇指夹，就因为她活该。

Give her the thumb screw just because.

晚安。

Good night.

拇指夹，达拉斯。

The thumb screw, Dallas.

这确实是种酷刑，很明显，就像真正的十七世纪刑具那样。

It is a real punishment, apparently, like a real seventeenth century torture thing.

没错。

So yeah.

现在这部分本应分享我们感兴趣的东西，但我想敏锐的听众可能会注意到，尽管达拉斯你是通过Instagram发现这个的，对吧。

Now part of this was to share what we're interested in, but I think astute listeners will perhaps notice that even though, Dallas, you found your thing through Instagram Correct.

我是通过Reddit发现这个的，但我们的视频结尾都用了同样的音效，就是

I found my thing through Reddit, they both shared the same sound at the very end of our videos, which is

这个。

this.

TikTok的Sonic标志音

The TikTok Sonic logo.

TikTok的Sonic标志音

The TikTok Sonic logo.

本期节目要讲述的正是这个声音标志背后的故事

And the backstory to this audio logo is what today's episode is about.

因为就在不久前，TikTok遇到了一个有趣的问题

Because not very long ago, TikTok found itself with an interesting problem.

用户制作的视频在TikTok上爆红后，又流传到了Instagram和Reddit等其他平台

Its users were making videos that were going viral on TikTok, but then also spreading to other places like Instagram and Reddit.

作为TikTok方，你们肯定在想：等等

And if you are TikTok, you're thinking like, wait.

这不公平

No fair.

这些内容可是我们的用户创作的

Our users made this content.

我们需要一个解决方案

We need a solution.

没错

Right.

本质上他们想做的就是：如何在其他平台有效投放广告，告诉大家

So, basically, what they were trying to do is how do we effectively place an ad on other platforms to let people know that, hey.

你们该来我们平台，因为这里的内容最新鲜

You should come over to our platform because this stuff is really fresh.

达拉斯，除了主持《两万赫兹》节目外，你还是一名专业的音效设计师。

And, Dallas, you are a professional sound designer in addition to hosting 20,000 hertz.

你虽然没有制作TikTok的Sonic标识，但过去曾为其他公司设计过这类音效。

You did not make the TikTok Sonic logo, but you have made these in the past for other companies.

我很好奇，在你看来，TikTok那个'叮咚'的音效标识到底有多成功？

And I'm curious, in your opinion, how effective has the TikTok, like, boom bling sound thing been?

我认为这绝对是过去十年里最成功的音效标识，没有之一。

I would say that this is the most effective sonic logo of the past ten years for sure.

那么，音乐准备。

Well, cue the music.

大家好，欢迎来到《金钱星球》节目。

Hello, and welcome to Planet Money.

我是肯尼·马龙。

I'm Kenny Malone.

我是达拉斯·泰勒。

And I'm Dallas Taylor.

今天的节目将与音效设计播客《两万赫兹》合作，揭秘近年来最成功的音频品牌营销背后的故事。

Today on the show, in conjunction with the sound design podcast, 20,000 Hertz, the backstory to one of the most successful audio branding campaigns in recent history.

这是一个关于游击营销和声音暗示力量的故事。

It is a tale of guerilla marketing and the power of sonic suggestion.

同时，这也是关于音效设计师如何构思出这种声音的故事。

Also, it is the story of how sound designers even come up with a sound like this.

请继续收听。

Stay tuned.

那个音效里还藏着一只动物。

There is a a hidden animal in that sound effect also.

这条消息来自普希金工业。

This message comes from Pushkin Industries.

在《大空头》有声书中，作者迈克尔·刘易斯讲述了他对美国经济如何被推向悬崖的记述。

In The Big Short audiobook, author Michael Lewis narrates his account of how The US economy was driven over the cliff.

聆听这个被改编成奥斯卡获奖电影《大空头》的原创故事，各大有声书平台均可收听。

Hear the original story that was turned into an Oscar winning film, The Big Short, available wherever you get audiobooks.

如今，企业仅拥有一个出色的标志已经不够了。

It is not enough for companies to just have an amazing logo anymore.

以麦当劳的金色拱门为例，当然极具标志性，但我敢打赌你也能轻易从这个声音认出麦当劳。

The McDonald's golden arches, for example, iconic, of course, but, I'm willing to bet that you can also easily identify McDonald's from this.

达拉斯，这声音得在我脑子里盘旋好几周了。

It is gonna take weeks to get this out of my head, Dallas.

我恨你让我听了这个。

I resent you for having me play this.

这正是设计意图，业界称之为'声音标识'。

Well, that's the intent, and this is what the industry refers to as a Sonic logo.

拥有一个真正能成为耳虫、易于记忆、甚至能被哼唱的声音标识至关重要。

It's super important that you're gonna have a sonic logo that really can become an earworm, easily remembered, potentially even sung or or hummed.

这位是阿芙丽克·列侬，她在一家名为Massive Music的公司工作了近十年。

This is Afrik Lennon, who spent almost a decade at a company called Massive Music.

她与罗斯科·威廉姆森共事，两人共同设计了这类声音品牌标识。

She worked there alongside Roscoe Williamson, and the two of them helped design this kind of sonic branding.

我想说，在过去十年左右的时间里，随着智能音箱的普及、流媒体和播客的兴起，声音品牌变得越来越流行。

Sonic branding has become more and more popular in the last sort of decade, I would say, from smart speakers, the rise of streaming, the rise of podcasting.

这里是NPR的《金钱星球》节目。

This is Planet Money from NPR.

嘿。

Hey.

等一下。

Wait a second.

我认得那个声音。

I know that sound.

达拉斯，你有关于它的资料吗？

Do you have notes on it, Dallas?

哦，是关于你们声音标志的资料。

Oh, notes on your Sonic logo.

我很高兴你们没有使用上世纪三十年代那种非常老套的收银机'叮当'声。

I'm glad that you don't use the very obvious cash register from the nineteen thirties cha ching sound.

所以感谢你们没有那样做。

So thank you for not doing that.

不客气。

You're welcome.

以上就是关于声音品牌和声音标志的一些背景知识，接下来我要让达拉斯继续讲解。

So that's a little bit of background about Sonic branding, Sonic logos, and, I'm gonna let Dallas take it from here.

到2020年左右，TikTok已经拥有超过7亿用户，规模非常庞大。

Around 2020, TikTok was already huge with over 700,000,000 users.

让TikTok如此受欢迎的原因之一就是它能轻松为视频添加音乐，但他们缺乏一个声音标识。

And one of the things that made TikTok so popular was how easy it was to add music to your videos, but they didn't have a sonic identity.

当时，Massive Music已经在为TikTok提供咨询服务。

At the time, Massive Music was already consulting with TikTok.

所以当TikTok想要声音标识时，Afrik和Roscoe接下了这个任务。

So when TikTok wanted the sonic logo, Afrik and Roscoe wanted that job.

实际上这是个长达六个月的竞标过程。

It's actually a six month pitch process.

不得不说相当煎熬，最终在圣诞节后进行了最后一次提案。

Pretty grueling, I have to say, culminating with the final pitch right after Christmas.

这意味着整个团队都得在圣诞假期加班。

So it meant a lot of the team working through the Christmas holidays.

不过我们对自己的提案非常自豪，最终堂堂正正赢得了这个项目。

But, yeah, we were pretty proud of the pitch that we did, and, we won the project fair and square.

TikTok清楚他们已经抓住了Z世代市场，但还想扩大吸引力。

TikTok knew that they had already captured the Gen Z market, but they wanted to broaden their appeal.

他们不希望这个声音标识显得过于年轻化，因为当时正大力吸引年长用户。

They didn't wanna skew too young in terms of how this Sonic logo should appeal to people because at the time, there was a big drive to engage older users.

他们还希望这个声音尽可能传递欢乐和亲切感。

They also wanted the sound to be as joyful and inviting as possible.

在与品牌方的访谈中，有人将TikTok描述为互联网最后一片阳光角落。

In our stakeholder interviews with the brand, somebody described TikTok as the last sunny corner of the Internet.

这是你最后能真正表达快乐与创造力的地方。

It's the last place where you can really express that joy and creativity.

因此对于TikTok来说，声音必须传达出这种欢迎的氛围和平台上的安全感，这点至关重要。

And so for TikTok, it was really important that the sound expressed this kind of welcoming nature and the sense of almost safety on the platform.

但当然，愉悦和恼人之间只有一线之隔。

But of course, there's a fine line between sunny and irritating.

我们还需要这个声音能经受住大量曝光而不让人感到疲劳、厌烦或刺耳。

We also needed it to be a sound that could survive a huge amount of exposure and not tire and not become annoying or jarring.

最后，他们希望这个声音能让TikTok用户自发参与互动。

Finally, they wanted a sound that TikTokers could engage with themselves.

我们想创造一些能被社区熟知、喜爱、接纳甚至混音的内容。

We wanted to create something that could become known, loved, and embraced, and even remixed by the community.

为了满足所有这些标准，Roscoe和Afrik经历了数千次迭代。

To meet all of that criteria, Roscoe and Afrik went through thousands of iterations.

肯定超过2000次了。

It's gotta be in the 2,000 plus.

早期他们专注于TikTok名称的拟声效果。

Early on, they focused on the onomatopoeia of the name TikTok.

将声音标识设计成这种两拍结构感觉很自然。

It felt natural to think about the sound logo as this kind of two beat structure.

所以我们早期做了些实验，比如看看家里、办公室里有什么日常物品能发出滴答声。

So we did some really early experiments with, like, looking at what we could use around the house, in the office, everyday objects that might give you that tick tock sound.

其实用嘴也能发出类似的声音

I mean, even with your mouth, you can kinda go

这是早期版本。

Here's an early version.

哎哟。

Ow.

再来一次。

And again.

哎哟。

Ow.

前面有个滴答声，就是这种打击乐的声音。

So there's a tick on the front, which is this percussive sound.

然后背面是哎哟一声。

And on the back Ow.

当时我们正处在一个尝试整合用户生成音频的阶段。

This is where we were going through a phase where we were trying to integrate UGC sounds.

UGC代表用户生成内容。

UGC stands for user generated content.

在这里，指的是人们授权使用的TikTok视频中的声音。

In this case, it was sounds from people's TikTok videos that they cleared for use.

对我来说，这个听起来有点像有人在说‘哎哟’。

To me, this one sounds a bit like someone saying, ow.

哎哟。

Ow.

这让他们想到了一个更天马行空的主意——一个会根据收听场景和时间而变化的动态标识。

And that led them to an idea that was even more out there, a logo that would actually change depending on where and when you heard it.

我们确实考虑过设计这种不断进化的声音标识。

We did think at one stage of this kind of, like, ever evolving Sonic logo.

我想我们称之为‘永不重复’。

I think we called it never the same twice.

这个理念的核心是：我们如何定义一个品牌的声音，而这个品牌始终紧跟不断变化的潮流和音乐趋势。

And it was this idea that how were we gonna define the sound of a brand that's constantly leaning into changing trends and musical trends.

这就是我们最终选择这个方案的原因。

And that was why we'd landed on that.

每个版本的标志都会使用不同的用户生成声音。

Each version of the logo would use a different user generated sound.

但只要保持‘滴答’声的存在，人们总能认出这是TikTok。

But as long as there was a tick and there was a tock, you would always know it's TikTok.

对于初始的‘滴’声，他们喜欢使用经典808鼓机的底鼓音效这个创意。

For the initial tick sound, they liked the idea of using a kick drum from the iconic eight zero eight drum machine.

这是对早期与平台紧密关联的嘻哈音乐和贝斯音乐的致敬。

It's a homage to a lot of the hip hop music and bass music that became synonymous with the platform early on.

在这个‘永不重复’的理念中，808鼓机音效将保持固定不变。

In this never the same twice idea, the eight zero eight would stay fixed.

但在后端，会有不同的用户生成声音不断变化更新。

But on the back end, you have different UGC sounds coming through and changing.

例如，可能是这样的声音。

For instance, maybe something like this.

但是

But

很快我们就意识到需要一些更稳定的元素。

quite quickly, we realized that we needed something a little bit more consistent.

TikTok真正需要的是一种能成为品牌固定资产并形成标志性联想的元素。

What TikTok really needed was something that could really be more of a fixed asset and become this iconic association with the brand.

于是不断更换logo的想法被否决了，但他们保留了808底鼓的声音设计。

So the idea of a constantly changing logo was cut, but they kept rolling with the eight zero eight kick drum.

这是另一个早期版本。

Here's another early version.

正面是非常夸张的808鼓点，背面听起来像是另一段用户生成内容，可能最终没被采用。

This is a very blown out eight zero eight on the front, and then sounds like another UGC on the back end, which probably didn't make the cut.

我觉得可能是经过高度处理的用户生成内容——狗叫声。

Think it might be like a hyper processed UGC dog bark.

哦，没错。

Oh, yeah.

就是那个狗叫声。

The dog bark.

从什么来着...

From what yeah.

根据我的记忆。

From what I remember.

如果他们现在听起来有点遮遮掩掩，别忘了那个狗叫声。

If it sounds like they're being a little coy right now, just don't forget that dog bark.

经过数百次迭代后，他们开始专注于更富有旋律性的方向。

After hundreds of iterations, they started to hone in on something a bit more melodic.

越来越接近了。

Getting closer.

所以你大概能认出这个动机，尾部的旋律，但音色不同。

So you probably recognize the motif, the melody on the back end, but it's a different timbre.

对吧？

Right?

所以这听起来像是玩具钢琴的音色。

So that sounds like a toy piano timbre.

而开头的重击，我觉得甚至可能是八度反转的效果。

And the front hit, I think that might even be like an eight to eight reverse.

但不管什么原因，我们就是感觉开头不够犀利，结尾也不够明亮。

But for whatever reason, we just don't feel like that had the right cut through on the front end and the back end wasn't bright enough.

记住，这些只是非洲罗斯科筛选的数千种声音中的几个样本。

Remember, these are only a few of the thousands of sounds that African Roscoe went through.

每个例子都代表同一标志的数百种细微变体。

Each of these examples represents hundreds of slight variations on the same logo.

在这个过程里有个阶段，你基本上就是在凭感觉做决定——毕竟你只是在听两秒的音频片段，脑子都快听炸了。

There's a point in this process where you're literally going and saying because, you know, you're just listening to two second clips of audio, and, you know, your mind is kinda coming out of your ears.

当时我们陷入了某种绝望的深渊。

There was this point, and we're in this sort of pit of despair.

比如：我们到底能不能找到那个完美的声音？

Like, are we ever gonna find the right sound?

然后突然间，它就那么蹦出来了。

And then suddenly, it just kinda popped out.

当时电话里我们这边所有人都不约而同地‘哇’了一声。

And it was like everybody on that call from our side was like, hey.

我们再听一遍。

Let's listen to that again.

那个版本采用了夸张的808底鼓。

That version featured a monstrous overblown eight zero eight kick.

我们设计了滴答声作为第一拍，这个标志性的低音音效是对平台音乐性的致敬。

We have the tick, the first beat, which is this iconic sub bass sound, which for us is a nod to the musicality of the platform.

但它在功能上也充当了内容与音乐之间的分隔符。

But it also functionally acts as a divider between music on content.

对吧？

Right?

我们在压力测试时发现，当把它放在各种不同内容和音乐的结尾时，它能完美地充当前置音乐与结尾和弦之间的分隔。

What we found when we were stress testing this, which is when we're putting it at the end of lots of different content with lots of different music, is it really nicely acts as this kind of divider between whatever music precedes it and then the chord at the end.

在808底鼓之后，有一个明亮的上行和弦。

After that eight zero eight kick, there's a bright ascending chord.

这呼应了'互联网最后阳光角落'的理念。

This tied back to the idea of the last sunny corner on the Internet.

声音标识的后半部分，我们想注入欢乐感，于是创作了这段上行旋律。

The second half of the sound logo, we wanted to instill this sense of joy, which is where this kind of ascending melody came from.

这个音色由叠加的正弦波和马林巴琴组成。

The timbre of the sound is a layered sine wave and a marimba layered.

选择马林巴琴并不意外，因为过去二十年来品牌们都钟爱它。

Now a marimba isn't a shocking choice because for the past couple of decades, brands have been in love with them.

我们都知道马林巴琴在音乐、媒体和广告中的运用非常成功。

We all know the marimba from music and media and commercials is very successful.

但这是有充分理由的，它很温暖。

But for good reason, it's warm.

它能穿透一切。

It cuts through.

对吧？

Right?

Alexa，播放一首摇篮曲。

Alexa, play a lullaby.

好的。

Okay.

他们选择和弦也很有深意。

The chord they chose was also very intentional.

这个和弦是E大七和弦。

The chord is the e major seventh chord.

大七和弦由根音、大三度、纯五度和大七度组成。

A major seven chord is made up of the root, a major third, perfect fifth, and a major seventh.

第七个音符为和弦增添了独特的韵味。

The seventh note, it adds that unusual flavor to the chord.

它常用于爵士乐、R&B，有时也用于嘻哈和

And it's kinda used in jazz and r and b and sometimes in hip hop and

流行音乐。

pop.

它

It

正是这种和弦质感带来一种奇妙的感觉。

just gives that texture to the chord that kind of is a sense of wonder.

非洲罗斯科团队坚信E大七和弦是最完美的，但他们遇到了一些阻力。

African Roscoe were convinced the e major seven was the perfect chord, but they got some pushback.

项目里有个重要利益相关者坚持认为必须用E大调和弦。

There was a prominent stakeholder in the project that was like, it's gotta be e major.

E大调和弦明亮欢快。

E major is a bright, happy chord.

这是E大调和弦。

Here's an e major.

这两个和弦的区别在于第四个音符。

The difference between these two chords is the fourth note.

在大调和弦中，那个爵士风的七度音被换成了根音的高八度。

In the major, that jazzy seventh is swapped out for a higher octave of the root note.

现在把它们连续播放。

Here they are back to back.

E大七和弦，E大调和弦。

E major seven, E major.

这是它们在完整标志中的呈现。

And here they are in the full logo.

E大七和弦，E大调和弦，再重复一次。

E major seven, E major, and again.

非洲罗斯科团队坚信E大七和弦才是最佳选择。

African Roscoe felt really strongly that the e major seven was the way to go.

为了证明这一点，他们进行了消费者测试并比较了两个版本。

To prove it, they did some consumer testing and compared the two versions.

我们在TikTok的几个关键市场进行了测试。

We put them into testing in a number of key markets for TikTok.

但事实上，结果非常有趣，因为E大调听起来实际上显得有点幼稚，这正是TikTok试图摆脱的形象。

But actually, the results were really interesting because that resolved e major came through as actually a little bit more childish, which is something that TikTok was actively trying to kind of move away from.

他们希望提升品牌声音的成熟度。

They wanted to age up their brand sound.

有趣的是，未解决的E大七和弦反而显得更具吸引力和记忆点。

And so interestingly, the unresolved, so the e major seventh chord, actually came through as more appealing and more recallable.

最终，TikTok内部所有人都达成了共识。

In the end, everyone at TikTok was on board.

这些客观的受众数据确实帮助方案获得通过，并说服了一些利益相关者。

Having that objective audience data really helped to kind of get it over the line and convince some of the stakeholders.

经过数千次迭代、消费者研究和对单个音符的最终辩论，African Roscoe终于获得了完美的标识音。

After thousands of iterations, consumer research, and a final debate about a single note, African Roscoe finally had their perfect logo.

在幕后，他们开始称它为'boom bling'。

Behind the scenes, they started calling it the boom bling.

它由一个低音打击声和一个上升和弦组成。

It was made up of a bass hit and an ascending chord.

但实际上，在和弦下方还藏着另一个声音。

But there's actually one other sound in there, underneath the chord.

这个声音很容易被忽略，但单独听是这样的。

It's really easy to miss, but here it is on its own.

这让你想起什么了吗？

Does that ring any bells?

其实是狗的叫声。

It is actually the dog bark.

没错。

Yep.

这是早期版本中同样的狗叫声。

That's the same dog bark from one of the earlier versions.

这是个错误。

That is a mistake.

这是我们不小心留下的东西。

That is something that we left in by accident.

你知道，设计了两千个logo后，脑子都成浆糊了，所以就被固定在里面了。

You know, 2,000 logos later, your mind's jelly, and so it was baked in there.

直到后来我们才意识到，哦，不知怎么它就留在那里了。

It wasn't till after we were like, oh, that's in there somehow.

然后这个logo就通过了审批。

And then the logo got signed off.

我们就有点...呃...

And and we were kinda like, hey.

那个...我们要不要把这个去掉？

Well, should we take this out?

但当我们去掉它后，logo就失去特色了。

And then when we took it out, the logo just didn't have the character.

所以他们把它留了下来。

So they left it in.

而那个狗叫声意外成为了最后的成分。

And that dog bark became the accidental final ingredient.

最终，TikTok拥有了他们的声音标识。

Finally, TikTok had their sound.

所以这就是故事的结尾。

So that's the end of the story.

对吧？

Right?

还远不止如此，因为那个标识只是更大音频战略的一部分。

Not even close because that logo was just one part of a much larger Sonic strategy.

一个涉及一些高度非常规隐蔽策略的战略。

A strategy that involved some highly unusual covert tactics.

我们实际上在Sonic品牌推出前就开始这么做了，我们开始悄悄地在平台上植入它们，有点像隐身模式。

We actually started doing this before the launch of the Sonic brand, and we started seeding them onto the platform, kind of like incognito.

广告休息后马上回来。

That's coming up after the break.

2022年，Massive Music的Africk Lennon和Roscoe Williamson协助为TikTok创建了一个声音标识。

Now in 2022, Africk Lennon and Roscoe Williamson of Massive Music had helped create a sonic logo for TikTok.

是的。

Yes.

就是那个。

That.

但在它问世之前，在TikTok用户对音频品牌一无所知时，Massive Music就协助TikTok完成了我所听说过的最诡秘、甚至堪称狡诈的推广方案。

But before it went out into the world, before TikTok users knew anything about any audio branding, Massive Music helped TikTok pull off one of the sneakiest, perhaps devious rollouts I have ever heard of.

要理解这个故事，你得知道当像TikTok这样的公司购买声音品牌时，他们获得的远不止一个小小的声音标识。

For that story, you have to know that when a company like TikTok pays for a sonic brand, they will often get much more than just that little sound logo.

他们将得到一整套与其整体品牌形象相契合的声音和音乐体系。

They'll get a whole suite of sounds and music that feel like they're part of a holistic identity.

包括和弦进行、旋律线条、音乐动机。

There will be chord progressions, melodies, motifs.

还会有一些声音设计片段。

There'll be bits of sound design.

这实际上是将声音品牌延伸至音乐领域。

So it's an extension of a sonic brand into music.

通常像Massive Music这样的公司会整合所有这些元素，为品牌创作一首专属歌曲。

Oftentimes, a company like Massive Music will take all of those elements and stitch them into a single song for the company.

没错。

Yeah.

这就是他们为TikTok制作的蓝图歌曲。

Here is the blueprint song that they made for TikTok.

而这首小调般的蓝图歌曲，正是我们要讲述的这个精妙营销故事的关键所在。

And, this little ditty, this, like, blueprint song was the key to the very sneaky marketing story that we're about to tell you.

接下来，我还是把话筒交给达拉斯吧。

And, again, I will let Dallas take it from here.

当Massive Music完成这首包含TikTok全新声音标识的《蓝图》单曲后，他们开始将其重新混音制作成十余首10-15秒的短曲，称之为'声音贴纸'。

Once Massive Music had made this single Blueprint song, which is one song containing TikTok's entirely new sound identity, they started to remix it into a batch of short songs that were around ten to fifteen seconds each, which they called sonic stickers.

这张贴纸叫'boom'。

This sticker is called boom.

下一张贴纸叫什么？

The next sticker is called what?

这张则命名为'awe'。

And this one is named awe.

这些音效贴纸被添加到TikTok用户可以使用的音效库中，供他们添加到视频里。

These sonic stickers were added into the library of sounds that TikTokers could add to their videos.

但我们的想法是，先将其植入平台本身供创作者使用。

But the idea is that we would start to seed them into the platform itself for creators to work with.

实际上我们在Sonic品牌发布前就开始这么做了，有点像隐形模式。

We actually started doing this before the launch of the Sonic brand, kind of like Incognito.

是的。

Yeah.

我们以'Sonic Collective'的别名发布了它们。

We launched them under an alias, which was Sonic Collective.

换句话说，他们用这些贴纸作为特洛伊木马，向人们介绍这些新品牌音效。

In other words, they used these stickers as kind of a Trojan horse to introduce people to these new branded sounds.

然后我们开始看到，确实有人开始用它们创作内容并采纳这些音效。

And we started to see, like, there was people start to create content with them and pick them up.

果然不出所料，人们确实开始采纳这些音效了。

And sure enough, people did start to pick them up.

嗨。

Hi.

我叫迈克，是个追踪者。

My name is Mike, and I'm a tracer.

我对涂鸦艺术毫无抵抗力。

I'm a sucker for graffiti art.

看看我兄弟克里斯的杰作。

Check out what my boy Chris did.

他画了一幅画，这些只要1.25美元。

He did a painting with my These are $1.25.

当索尼克品牌正式推出时，他们宣布这些索尼克贴纸其实是官方TikTok音效。

Then once the Sonic brand launched, they announced that these Sonic stickers were actually official TikTok sounds.

人们直到品牌全面推出时才意识到自己早已在接触索尼克形象。

And people didn't realize they were already kind of engaging with the Sonic identity until it fully launched.

这些索尼克贴纸至今仍在使用。

These Sonic stickers are still being used today.

你能做到吗？

Can you do it?

据我所知，现在已有约3万条内容是用这些索尼克贴纸创作的。

I think now we're up to about 30,000 bits of content created using these Sonic stickers.

所以这是个鲜活的、有生命力的索尼克形象。

So it's very much a living, breathing Sonic Identity.

POV视角：作为Nodi Tatu艺术家，一键搞定创作。

POV being a Nodi Tatu artist, you're done in one click.

通常来说，

Normally,

让人们真正参与索尼克品牌确实很困难。

it's tough to get people to actually engage with a Sonic brand.

这个索尼克贴纸设计相当巧妙。

So this Sonic sticker thing is pretty brilliant.

但真正的神来之笔是TikTok运用那个标志性的索尼克音效标志，将其融入整个互联网生态的方式。

But the real slam dunk has to be the way that TikTok has used that boombling Sonic logo and integrated it within the ecosystem of the entire Internet.

在TikTok上，如果创作者允许，你可以将他们的视频下载到手机里。

On TikTok, if a creator allows it, you can download their videos to your phone.

每次下载时，TikTok都会自动在视频结尾加上那个索尼克标志。

And whenever you do, TikTok will automatically add that Sonic logo to the end of the video.

当你在Instagram或YouTube等应用上转发TikTok视频时，同样的情况也会发生。

The same thing happens when you repost a TikTok video on apps like Instagram or YouTube.

因此无论视频传播到哪里，那个索尼克标志都会如影随形，让人们知道它的来源。

So wherever it goes after that, the Sonic logo is baked in so people will know where it came from.

当我在其他应用上听到那个标志性音效时，感觉就像在消费TikTok的内容。

When I hear the boom bling on another app, I feel like I'm consuming TikTok content.