Mooders defines the sound identity of the “Épicurieux” brand

Sound identity for a love of knowledge

In 2020, deprived of access to TV shows, Jamy is experimenting with a new mode of expression: videos shot at home, using whatever means at his disposal, adopting the same playful approach that made “C’est pas Sorcier” such a success. He publishes these videos on a Youtube channel called “Épicurieux”. Through this content, the host aims to help us discover and understand the world through our everyday lives. The intention is similar to the iconic 1993 show, but differs in form. Épicurieux” adopts a format more suited to expression on digital channels. Faced with the “audiences” of this new niche, the creator felt the need to explore new digital territories, and decided to create a sound identity to match Webedia’s desire to create a true knowledge brand.

How can Mooders support Webedia in its visibility and engagement objectives to promote this new concept?

Giving voice to “Épicurieux” with its sound identity

Mooders’ challenges were many. In order to support Jamy’s speeches in his new video format, the studio’s mission was to propose a composition capable of amplifying the scope of the message supported by the journalist. On the other hand, the multiplication of digital content reinforced the need for repetition. A sound identity repeated with each piece of content is intended to further anchor the values and identity of the “Épicurieux” concept in the minds of Internet users. The more you’re heard, the greater your ability to identify and remember the brand, the person or the concept.

Mooders therefore proposed a sound logo to personalize, sign and conclude the video formats on the Épicurieux channel. After several iterations in exchange with stakeholders, we decided on the following final version.

Mooders is based on the pleasure of learning and the taste for knowledge for the whole family. The principles of Universality, Pleasure and Curiosity were thus noted, and it was important to be able to transcribe them in this composition in order to bring out the identity of Épicurieux.

The first notable element of the composition concerns the voices. To emphasize the universality of a concept that appeals to the whole family, a multitude of voices (men, women, boys, girls, etc.) are used. They are whispered in confidence. The sharing of important information reinforces this notion of proximity.

The first part is also rhythmic, as if to arouse curiosity. Keyboard sounds underline the importance of learning while having fun.

The major harmony sets a positive tone, helping to underline the benefits of learning and the good mood of the programs. The sustained driving rhythm evokes the dynamism of the videos and the zest for knowledge.

The second part of the composition emphasizes an open melody. The last note is held, like an invitation to meet again soon. The choice of whistling keeps us in this universe where childhood rhymes with openness to the world and curiosity.

Adapting to a new sound territory

Following the success of the “Épicurieux” channel, Jamy decided to adapt the same concept to 100% audio content. The “Dis Jamy Kids” podcast, broadcast exclusively on the Deezer streaming platform, takes up the codes of this thirst for learning. The channel’s sound logo was used to open and close the podcast. Several recurring sounds from the sound logo were also used to define sound transitions, with the aim of punctuating and sequencing the episode while retaining control over the sound identity of Jamy and his show.

The first element that links the sound design to its declension concerns the voices, always present in the form of whispers. Whistling defines the educational universe, so it was essential to capitalize once again on this sound element. These opening and closing credits are intended to be playful, positive and catchy. Attributes which, for example, motivated the choice to give greater prominence to the guitar. The warmth of its strummed strings helps to emphasize this universe that brings us back to the pleasure of learning.

A sound design that unifies THE VOICE OF THE BRAND on a large number of formats

On the one hand, Jamy set himself the challenge of promoting his new video content “Épicurieux”, with the aim of making it a real rendez-vous. Mooders supported the host with an identity designed to be heard and recognized.

On the other hand, the challenge for the studio was to use a sound composition that had already been produced, and adapt it to another type of content, a podcast. Finally, Mooders joined Jamy’s ambition to successfully roll out his concept on the various social networks by integrating this new sound identity into the various publications.

• Key figures:
  – 97% of people who know Jamy say they like him
  – Over 2.5 million subscribers across all platforms
  – 927k followers on the “Épicurieux” Youtube page
  – Over 20 million views since the channel’s launch in April 2020
  – A completion rate of 57% on Youtube videos.
  – Nearly 35k fans on the “Épicurieux” Facebook page
  – Over 142k followers on the “Épicurieux” Instagram page
  – 1 million subscribers on the “Épicurieux” TikTok page