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Entropico is a global production company and creative studio that moves effortlessly between advertising and entertainment

We are storytellers and innovators - dedicated to finding and fostering exciting and diverse voices in entertainment and advertising, spotlighting fresh perspectives and developing new production practices.

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1833 N San Fernando Rd, Los Angeles, CA 90065

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Gadigal/Sydney, AU

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+61 413 107 810

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triple j Sonic Rebrand

Post Production
Sound
Client
triple j
Year
2024

WHAT’S THE GO

As triple j approaches its 50th year on the airwaves, the station is acutely aware that radio is very different now to what it was in 1975. There is more noise than ever before cluttering the paths that audiences use to connect with music and culture, and that connection is happening in many more places than just the FM band of your car stereo.

 

Ahead of their milestone year, triple j have looked to reinforce their position as Australia’s national youth broadcaster: influencing, reflecting and representing youth culture on-air and across all the platforms where they connect with their audience.

Got 2 Minutes? Listen to us explain the Sonic Rebrand here.

THE CHALLENGE

triple j came to the Entropico sound team with the lofty challenge of building a sonic identity that would: speak to the station’s legacy, represent the diverse and evolving community they have served for nearly half a century, continue to fulfill those objectives into the future. 

At the core of this would be triple j’s sonic logo - and it needed to be a distinct, recognisable sound that would stand out wherever it was played.

Beyond the logo, triple j was looking for a more cohesive approach to their overall sound; from beds that presenters talk over to more creative ways that the station could better tie itself to the biggest songs on their playlist.

THE APPROACH

With that in mind, the team was assembled-

Entropico’s sound lead, Rowan Dix, brought an extensive history of working with brands to bring their sound to life in ad campaigns, as well as scoring film and TV. He teamed up with his creative collaborator, Raphael Dixon: music producer and brand strategist..They have worked together in many different capacities for over 10 years, with many of the songs they’ve made premiering on the very station they were about to overhaul.

THE SONIC LOGO

The new sonic identity of the station needed to be anchored at the top of the tree with the logo, which we would use to inform the rest of the pieces of the puzzle (in the end, over 4700 pieces!). We wanted to be sure to capture the essence of triple j: music, community and - of course - the iconic drum that has been their visual icon since the beginning. On top of that, it had to cut through.

We would use the logo to inform all the other music we would create from there, making sure it was modular and malleable, spanning genres and tempos so it would fit with anything that could be played now and in the future.

INTEGRATED INTROS

With the logo locked in, we turned our attention to shaping the other sonic touchpoints of the station, including the sound beds that presenters talk over and the branded sonic intros that lead listeners into the biggest songs of the week

We also had to make sure the in-house audio team at triple j would be able to take any of these elements to remix and repurpose them as they saw fit so they could be used long into the future without burning them out - the possibilities are limitless.

With our “integrated intros” – made across multiple genres and tempos, we enabled triple j to brand their top playlisted songs with station IDs that mix perfectly at the top of the tracks. So, as people hear their favourite tunes, they’re reminded exactly where they are hearing it.

For example, before a presenter plays THE BADDEST by Joey Valance, they can integrate our Hip Hop intro like so. Or they could lead into ‘Places to Be’ with an integrated Tipi Forest style sonic intro, which sounds like this. Or perhaps it’s Lime Cordiale’s ‘Enough of the Sweet Talk’ with an Organic intergrated intro, like this.

The end result is a comprehensive suite of sounds (yes, 4700 of them!) – the logo, integrated intros, beds, sweepers, stings and sound fx. A complete and cohesive library for any situation – all uniquely triple j.

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