Good evening, good afternoon, good morning, wherever you are joining us from and do tell us in the chat box where you are joining us from because we've got a fantastic session lined up for you and we've all heard of this term called sonic branding but most of us have no clue what it is all about and so I was very recently doing a little bit of digging and research and I wrote a LinkedIn post about sound design and then somebody actually said that why don't you do a conversation with actually somebody who does design sound especially if there is somebody who's doing this in India and I just couldn't think of anyone and then I said that okay there is one guy that I know but I know him in his previous avatar he used to be the national director for on creative side for DDB and but his bigger introduction is actually the fact that I think he is one of the finest jazz flute players it's called flottist right and so the man himself is Rajeev Raja welcome welcome Rajeev the one right is that the right word well there's there's a there's a bit of a controversy on that so I think I think the British call it a flottist but the Americans in their typical style they say hey you're just a flutist okay we will we will create our own version and call you the flute player and sound design you're a sound smith so what what does it mean I mean what is sonic branding so how does it work you know how do you create brand through sound because you can't see the logo so then how do you create a brand right so really our journey began in this new avatar really around 10 years ago when we started brand music and it's simply as what the the word says it's brands and music so we understand the DNA of a brand and we say that you know a brand is like a human being and if you're able to understand the DNA of the brand then you're able to create a sound or a field of sound that can uniquely represent the brand and just as every brand has a logo we create a mogo so what is a mogo a mogo is a short form for a musical logo right so it's as simple as that and the whole approach is to look at sound in a strategic manner in a much deeper manner so it's not just about creating a jingle but it is about understanding that there is a science to sound and that certain scales, certain rhythms, certain harmonies can make you feel a certain way. No one check, one check, one check Rajeev, backtrack. I forgot to ask you the most important question which is have you or haven't you got your flute because if you haven't please get up and go and get it. I got it right here, right here, right here. I want you to demonstrate. Exactly I was coming to that so what I want you all to do okay all those who are listening and watching also just close your eyes and I'm going to play a short piece on my flute and as I play I just want you to go where the music takes you you'll probably see some imagery it may trigger some emotions you may feel some memories and we can come back and have a chat about what you saw and felt and we can put put those feelings down in the chat box so you know so absolutely you share with us what you experience what you see what you feel when you close your eyes and listen to the track that Rajeev is going to play so let's get going okay here goes eyes closed please okay it is beautiful okay listen I'm going to ask all all the listeners who are there if you know you have the chat box there just write down the kind of things that you experience what you saw any imagery and I'm going to of course after we see a couple of people respond to that I'm going to tell you what was the imagery I saw and which is really you know for me it was like you know how would I say it's the break of dawn it's you know new beginning hope joy so it was really a lot like that and I could see green fields and it was like really a new beginning kind of a image in my head you know does that sound crazy or is that what it's supposed to be Rajeev your image has frozen so okay so Sachin Dev Sachin Dev is our musical guy here Sachin talks about the fact that you feels like I'm in a forest and chasing a beautiful bird full of colors oh my god I mean what a beautiful imagery so you know Sachin says I'm in a forest chasing a beautiful bird full of colors Anukriti says it was extremely soothing I could imagine mountains and a sunset and grasslands Abha Singal Joshi says gold and green image oh wow okay right so the while we wait for the others is that normal I mean is this what are we supposed to be seeing let's ask you that yeah yeah you know I could have I could have predicted this absolutely what people were going to see because you know wherever in the world we've played this and we've done this similar exercise asking people to close their eyes everybody everybody sees greenery they see mountains they see you know mornings some people see peacocks yeah feel like being a golden green image feel like being in a forest chasing a bird full of beautiful colors very soothing yeah absolutely you know these this is all all the kind of imagery that comes from this and there is a reason that everybody feels like this it's not by accident it's by design so this particular scale that I used is a very famous South Indian scale called Hamsadvani a rag called Hamsadvani and this rag gets its particular character because it uses only five notes in the scale so it uses only these five notes that's it and this composition that you the piece that you heard is a composition of mine called peace and where I've used these five notes and it is guaranteed anybody who hears this will will feel very calm will feel very peaceful and they will also see greenery and I can guarantee that nobody can see night when they hear this true actually nobody mentioned night we all talked about beginning morning dawn all of that exactly so this is where our journey began and we said you know there is a science to sound and we can actually create different moods in people and emotions by understanding this science of sound so Indian classical masters know it whichever you have morning rags afternoon rags evening rags right right classical masters also know it if you listen to Vivaldi four seasons there is a composition called spring when you hear spring you don't have to see any imagery you will see spring you know this is these are the connections that using certain scales can create certain moods and emotions and this is where our journey in sonic branding began where we said if we are able to understand these different moods and emotions that different pieces of music can create then we are able to match it to the personality of brands and we said personality of brands means what yeah so yeah so you know brands basically you know take take any brand take take a Coca-Cola take a Pepsi right take all the brands that we know they they are actually they create certain feelings in people they create a certain imagery in people right and that that is because you know subconsciously there is a feeling about that brand that if you close your eyes and imagine if that brand were a person what kind of person would it be okay the brand persona exactly so it's as simple as that if we understand that you know Abhijit you are different from me and we are different from each and everyone who is listening to this conversation because we have a particular DNA that is you know comes from our legacy comes from our conditioning the school we went to the world we grew up in all of that right that that defines our personality how how how long you know we have a request from various people who are saying once more we are going to not let you go because we have plenty of things actually Rajiv I think you should actually do like a one-hour performance for all our listeners you know but but I you know I'm just intrigued because how long have you been doing this you know how long is Sonic yeah Sonic branding yes you know Sonic branding is really taken off in the last few years and I think that's also because of the explosion of the digital media today and how media is you know exploded so brands need to also use the oral senses right the year to actually be able to make an impression on customers because I think you know voice and you know all of that is a relatively uncluttered space because if you think of visual visual is just so cluttered you know so it is very hard for you know a brand to stand out with that but the audio branding process sonic branding as you call it I mean that's you know so I was just thinking I you know I saw you you had a you know you just completed 10 years of brand music your company and I was just thinking that you know you actually had a kind of some kind of a video yeah and I'm going to see let me just see if I can figure let me find that video and see if I can that was lovely because I've been doing this for 10 years I recognize so many of them you know I recognize so many of them you know whether it's Mastercard or that you know when I withdraw money from HBFC you know the exactly yeah yeah which tells me that I'm now going to get rich or actually poor the other way around or even you know I love that drug dish which you use for Satur of course you know I'm familiar with so quite a few of them I mean so it's not really that drastically unknown or anything if that's all because clearly so many people are doing that so I wanted to you know ask you about the whole process if somebody says that okay I've got a company and I'm wondering whether I can create a you know sonic brand for my company you know are there some companies do you have to be a let's say a consumer goods company in order to do this or can it be anyone who can have a sonic brand can you know where can you have it and where can you not have it right actually I don't think there are any exceptions every brand whether your you know B2C or B2B a sonic brand thinking about because you know actually every brand is using sound and music in some way or the other whether it's for internal communication whether it's videos that you're creating whether you know if you're a digital brand on your app right there are possibilities to use your sound now what most brands don't realize is that you know brands are consistent visually now every brand will have a logo every brand will have a set of colors that go with that brand and they also have a set of you know font styles etc and to reflect the the character of the brand right and now if you look at a brand it will be consistent across a visiting card the way the logo appears it will be consistent on a billboard or hoarding it will be considered on a you know signage a shop signage or even on a tv spot or on a print ad okay but brand use sound now they use sound maybe on the tv they use it on the radio but they also today use it on digital content they use it on apps they use it in the retail showrooms right but a lot of this sound is uncoordinated and it doesn't reflect the sound of the brand and we've just demonstrated that if you just change the you know the piece of music i played for you if yeah if i if i took the first three notes right and now i'll just change the third note only the third note did you feel a little sad with the change of that one note now this is the thing that you need to have a consistent music across all what we call ear points wherever your brand can be heard you know otherwise it's like having a friend you know who you call one day and he speaks hi hi abhijit how are you feeling okay that's my normal voice and the next day you call me again and i say hi abhijit how you feel and the third day you call me and i say yo man abhijit how you feeling right now this is how brands are using sound they don't realize that it is actually impacting the coherence of their brand and the consistency of the brand because sound can be also subconscious sure sure so you know you need to pick both the conscious and subconscious cue of the brand so we've got a question from a listener iman ajeep says sir what do you think could be the sound of the company which is into application software development i think it would be a difficult one that's the question so how would you answer that yeah so what i do is actually spend time with you i i presume you're the founder or you could be the founder right so it's important to spend time with the founders and it's not about the product the product could be application software right but what is your brand what are the feelings what is what is your personality what did you feel when what did you want to do did you want to change the world did you want to transform somebody's life with this software what is that feeling that you want to communicate about your brand and that is where the music would come in and then we'd say put in filters like say okay you are in the tech space so can we create tech sounds to go along with that etc etc so it is basically a process of understanding the feeling of your brand and not of the product only right so that that way you you're able to create a sound which then represents you you know do you want to come across as a as a fun brand do you want to come across as a high tech brand do you want to come what is the what do you want to come across as and that that's it's as simple as finding that and then creating the sound to actually reflect that okay and and you know i was just when you were saying this i was wondering is the national anthem the sonic brand of a country would you say that yeah yeah absolutely absolutely so if you just hear the first trains of our Indian national anthem right you don't need to hear the whole tune to recognize it right you immediately get goosebumps you immediately want to stand to attention right now that is the power of sonic branding and we say therefore we create something we call a mogu or a musical logo short form for musical logo right so we say that the mogu is the shortest distance between a brand and the consumer because in that three seconds of the mogu you can actually it can trigger all your memories of the brand and make you feel about the brand is is that all it takes i mean three seconds of it three seconds absolutely i mean we've all heard britainia right right so ding ding ding how long do you think that is that's 2.5 seconds yeah so we've done so many mogus for so many brands and when you just if you hear hdfc banks mogu at the at the atm you immediately you know it gives you a very good feeling because as you said it we also timed it in a way that you know as the cash comes out the mogu plays so it's it's also associated with good memories and good feelings so you are the one who is doing all that stuff yeah yeah absolutely i'm just curious about another aspect of it which is that you know why so what if i pick any three note and suppose i say okay from today this is my sonic brand can i do that i mean is that how it is or i would be doing something wrong i mean how how do i know that you know this is the right sound or is there a process that you use or how do you go about deciding what is it you know like for example the ring tones of various phones they're incredibly different and that itself as soon as you hear it you know nokia which which was on my first phones you can instantly hear that and so somebody actually did you know talk about it and you know various ways so why is it that any three so there's a question from shinjiri who says that can we install moguls for the team's calling sound yes you know so absolutely there you go that's the first customer you got today right away yeah so shinjiri you know what to do so you can connect with rajee but on a serious note yeah what is the process of deciding so since we are on teams right let me just talk about it as as it's top of my mind now what we would do is we would understand now teams is part of microsoft right so we understand what the microsoft brand stands for and a very simple way for me to explain this is if you do a comparison between say apple and microsoft right there is a clear personality difference sure okay apple is is a is more innovative it's a little more i wouldn't say more innovative than microsoft but it's it's projected as a little more of a rebel it breaks the norm you know there's a lot of fun associated with apple etc etc but microsoft is much more business like right it's cerebral it's it's a little more serious right so if one were creating the sound for microsoft teams then you couldn't create a sound which would be like a humorous kind of sound you know or an absolutely rebellious totally edgy kind of sound you would have to create a more business kind of sound which fits in with the microsoft brand right so for example now i'm saying if you do uh something like may not work for microsoft okay yeah i can see that but something like might work better you know there's a little bit of seriousness about a little bit of corporate feeling so therefore it's all about understanding you know what the brand stands for really and then translating that into sound because we know that brands as earlier said like human beings so you know if a brand is a caregiver brand now let's give an example of you know a brand that you actually worked with and i thought you know if you take mastercard or something like that which yeah absolutely you know a credit card is a very common place so you know how do you sort of create a sound for something like that and you know how would you sort of describe that talk to me about the process so you know when when we studied the mastercard brand and looked at its character its personality now mastercard has always built its brand on priceless moments right so they've always been creating priceless moments for their customers so there's a certain certain magical nature about priceless moments it's a very magical kind of thing that happens you know they have they have priceless music concerts or they have priceless dining experiences or you know in their cities they have priceless surprises so suddenly if you're a mastercard user the double might ring and Justin Bieber is standing outside and he sings you a birthday song for example right so it's built around the premise of priceless moments magical moments so being a magical kind of sound is therefore something you start thinking of right the second aspect that they had were they were a very uh they said look we are a credit card category that means amad me in the sense that everybody is you use is a user right is a potential user so the therefore when you're composing the music these two elements you already started thinking of magical and the fact that everybody should be able to hum it it's a very simple melody that we need because you're looking across the globe really you know across 190 countries we had to create it the second question we ask is what is the key emotion or rasa that you want to communicate the rasa as in you know the Viras you know faraniya rasas all the yeah all of that exactly exactly Indian nine flavors yeah the nine flavors the nine rasas or nine key emotions of Indian artistic expression so they range from Tringara which is love to Karuna which is you know Vira so what does the brand want to communicate now Mastercard wanted to communicate a spirit of optimism and a spirit of joy right because at the end of it magical moments are about joy but the brand was also very upbeat positive about the future etc so when we took all of this now if for example you listen to a Walt Disney movie and if you listen to the soundtrack you will see that historically there have been certain instruments which are used to create a magical kind of feeling in people right and all our years are conditioned to understanding that so the minute you hear say oh that's a magical sound remind me of my my musical box when I was a child use of chimes use all that so it's a very subconscious feeling but we already understand it so these are the you know guidelines that we use if you look at the history of you know Hollywood Bollywood how they have they use sound to actually communicate certain characters so if the hero comes on the screen you will hear right that's right right yeah but it's a very caring moment between mother and child the sound that you'll probably hear is you know so once we understand where what the brand wants to express in terms of emotion then we're able to use the correct instruments the correct tempos the correct scales to put it all together for the sound of the brand which which in some sense is the answer to the question that I asked that it's not as if you know I sing that cannot become my sound because you know there is right the tempo there is the instrument there is the beat there is the rasa there is all of that I mean so it's a fairly complex combination it's not about picking some three random sounds and correct sort of adding that together so very clearly that can't work but Rajiv one of the things I just want to sort of say that you know today yeah I'm I'm going to I know that you had a you have released a CD also at some point of time in your life and I have you know really enjoyed your jazz flute playing and you I am not going to let you go until you've played a piece today for us so I'm just keeping you posted that you know expect to see this right if you think that you want to sort of you know you want to hear Rajiv play one of the jazz pieces so just put that comment in the chat box and let me know if there is a jazz piece that you want and which you know since we have Rajiv on camera he cannot disappear without playing that so we are going to hold him to that so you can certainly do that and I'm going to tell you that you know my you're going to play my favorite things you know there's a song from Sound of Music so that's my request for you but we will come to that back to this whole question you know when you're when you're looking at this whole process of creating a sound does this you know do certain instruments do they appeal more for a consumer brand let us say as compared to a B2B brand or no it doesn't it doesn't work like that what do you say yeah I think again it's it depends on how we define how you define your brand and the impression that you want to leave so it doesn't matter whether you're B2B or whether you're a consumer facing brand it really doesn't matter but because you know just the change of an instrument can create a different kind of impression so depending on what impressions sonic impression we want to create we use those instruments that you know actually convey that that kind of impression you know when you're talking about Mastercard being you know this whole thing about joy and you were also talking about this whole thing of being commonplace I'm reminded of you know something that the late composer SD Burman used to do he would actually you know create a piece and then ask his driver to you know see if he could hub it after listening to it once or twice and then he would say that okay this is really going to be have mass appeal so for some of the songs that he created right not all of them were necessarily mass appeal but the ones that he did many of them were the ones that he used to sort of try it out and he said that you know this guy is my box office proxy he would sort of let me know if this song is going to work or not do you also try out something like that with people and you know you've been in advertising for a long time so what we do is once you know we create many options and we have a workshop with our clients where we actually share the pieces of music based on you know what their brand stands for and actually get them to respond just like I played this piece of flute now and everybody responded right so now imagine if I were to create take this piece of music and let me let me put this question to all of y'all okay I'm just to remind you I'm playing a little bit of that the music again okay now if you were to use this music for a brand what kind of brand would it be all right sir you know it's something which would have something smooth something very pleasant something which has hope built into it as a you know so yes yes yeah so perhaps a wellness brand perhaps a wellness brand yeah yeah wellness brand yeah so you know something which could be for even something for a hospital where you you know when you're going there you want to get cured you know you want hope so I would pray for you know any of those kind of things so yeah so that's the point so for example since a lot of people said forest and greenery etc it could yeah Ayurveda exactly it could stand for an Ayurveda brand it could stand for a herbal brand you know this music could work for that yeah now sparkling water sparkling water yes exactly exactly because because you're getting a feeling of purity when you're hearing this right absolutely yeah so now you wouldn't say environment related yeah exactly so you wouldn't say oh this will work perfectly for Holly Davidson yeah Holly Davidson for you know bullet bullet the motorbike you would you'd never say that right but if I were to create something for bullet of a motorbike you know macho tough kind of brand then then you're talking of creating sound like you know what I mean rough yeah yeah yeah now so when music is is thought out and it's it's not just putting it to a brand feeling and you're creating you know what the brand should sound like that is what sonic branding is really all about getting god I've never thought so deeply about you know how much of the sound and now that you're saying it I remember reading the Netflix sound brand which is there it's called a tadam you know yeah yeah yeah yeah yeah when you look at that and I believe they sort of worked on it for a very very long time and how many hundreds of them were rejected before they came up with something and right it just seems like yeah I mean that just makes sense it's somewhere I think when the sound is right as you are saying it just gives you an instant feeling that yes this is the right sound I may not be able to explain it the way you did that you know it's because of the right mood the whatever so I as a lay person will always say yeah that about sounds right and like you know the way you were saying you wouldn't play the Hamsudwani track for let's say Harley Davidson or or a Nike you know you wouldn't it's a but you could potentially play for a meditation app for example yes yes absolutely yeah yeah so so I think that's the yeah I think the opportunity to sort of look at that does it also work with does it work with you know somebody said that if you have like a team you know and not Microsoft is what you have your own team yeah I think Shreya asked this question earlier which was that could you create a track which is specifically something that plays as soon as the team call begins you know yeah yeah absolutely absolutely but so that it's not just random and that it represents something about you it's important to just think about what you stand for and you know feeling that you want to leave behind is it is it a happy feeling is it a is it an announcement that the meeting is starting what is the kind of sound that you want to have you know what is the purpose of the sound which could be that you know you could choose and say okay everybody needs to be on high alert or are you trying to say everybody needs to be needs to feel psychologically safe and share your ideas regardless exactly yeah have I got that absolutely right so it in a sense there is nothing as powerful as music to convey an emotional idea an emotional idea so there is a question here from Anukriti who says do you think that old companies should change their mogus or should they keep using the same one for years I presume with the idea of building that identity and continuity what is your take on that it's a very good question because you know music has one strange thing about it it changes the musical tastes of my father's generation were different to the musical tastes of my generation and is different to the musical tastes of my daughter's generation right so it's a it's a very good question but when we create a mogu we created with certain timelessness in mind which is why it takes so much time and so much thinking and so much research because we are saying look your brand is timeless your logo is also timeless your logo endears but at certain stages in your brand's lifespan you may want to upgrade your logo you may want to you know just contemporize it and ideally the mogu should be exactly the same that for example in the 1960s say ravishankar sitar sound is very different to niladri kumar sitar true which is a modern contemporary especially the when he electrifies his sitar you know yes so for example now imagine a company had a mogu with ravishankar sitar let's let's imagine with that kind of sound but in today's day and age the customer is feeding back saying hey that's giving me an old feeling it's giving me a dated feeling it then instead of throwing the baby out with the bathwater what we would recommend if of course the mogu has a strength has a certain potential for that timelessness then we would recommend look don't change the essential notes of the mogu but maybe change the instrument i'll give you an example of that you know yeah so place where you would have changed that so it's as it's as subtle as hdfc bank for example we started the journey with hdfc bank about five years ago okay where they they said that they yeah sitar somebody's mentioned that that is what niladri's sitar is called the electrified yeah sitar now with hdfc bank for example we started off about five to seven years back six years back was when we created the sonic identity for them and they said look we have to be contemporary indian in our sound because we are a contemporary indian bank right therefore the sound of say a ravishankar kind of sitar was sounding more like yesterday's india it was like traditional very traditional but say niladri kumar's sitar gave that right touch of indianness but also the balance of contemporariness get it now five years later hdfc bank came back to us and said we want to appeal more to the millennial generation because of the fact that you know nobody goes to the bank only our generation used to go to the bank youngsters don't go to the bank so they don't meet anybody from the bank so how do we with our sound communicate to them hey we're your bank we're your brand so therefore we contemporized even the hdfc bank mogho by creating a more electronic kind of sound without letting go of the indian traditional you know roots also so it's a question of constantly monitoring and just moving it in degrees to reflect the changing musical tastes of the generation i have a follow-up question which is you're not follow-up really you explained that the same bank you know hdfc bank five years back and then you know now wants to appeal to a different kind of customer so they're you know keeping the notes the same the instrument changes and sort of gives that contemporary feel right right what what happens if it is let's say you know like a i don't know mastercard or something where you would have mastercard in india could be different from let's say mastercard and yeah it would be different from so would you use something like say jazz somewhere and reggae somewhere or you know would you do something like that i mean because in my head it's the kind of sound that you have which is specific to a country is that how you would change it yeah so with with mastercard what we did was actually we created a master sound okay which would be there for all master communication right all their all their major master sound master communication master communication get it so for you know there there is certain communication that is that is global that runs in every country right yes now there may be there may be occasions on festivals you know on festive occasions etc where you want to reach out to the culture a little more so if you're in the middle east during ramadan you know can you create those kind of sounds in india during diwali can we do something totally different sound altogether or no the sound is different but the notes will remain the same right i think do you have an example yeah yeah the best way i can do it is maybe play you something okay just tell me if you can hear this so let's let's hear the the a bit of the mastercard master sound okay what we call the moguscape okay i'm just going to play a little bit of it yeah here goes can you increase the sound a little bit yeah is that okay yeah okay so now this was the moguscape which is like the master sound it's about 90 seconds long but you would have heard a very simple melody right now the instruments used was a mixture of violin magical sounds piano and also an upbeat beat for the optimism but you know the whole keeping the feel of the brand now let's have a listen to the mogu or the three second musical logo okay you already heard it in the moguscape but i'll play it again now this is the mogu ah okay yes three seconds okay so i you hear it again now yeah and we also created a mini mogu for the transaction sounds you know when they swipe the card and the card goes the transaction goes through we created a mini mogu and the mini mogu is 1.5 seconds and we had to create a special tone for the smaller speaker so this is the mini mogu wow i'll play it again right now these are the three three elements really of the mastercard sonic identity system and all of these come together at various places so for example on alexa once the transaction goes through you'll hear the mini mogu now at the end of a tv spot you'll hear the mogu the mogu will will appear and the the mogu escape which is the master sound actually defines how you take it and create different moods so for example we were talking of regions right now you spoke of the middle east now remember the basic melody now we want to communicate that in middle east for a festive occasion or something like that so here's how it puts out got the feeling now let's move to latin america okay with salsa and samba okay and now let's move to india but maybe i want to create a like a playful kind of feeling in one of my communications how would i use the same melody to create the playful feeling or for the younger generation how about an idiom version or for mother and child how about emotional or for the european league and for epl that they're sponsors of how about a football anthem or you know roping in celebrities such as this is camila cabello and she's doing her version of our mastercard of the melody we created so just have a listen to her hey guys it's camila i'm so excited to be a part of the mastercard family it was so fun creating my version of mastercard sonic brand i'll see you guys at the grammy thanks for having me yeah so now imagine on alexa this is the sound you'd hear yeah so this is just to give you a snapshot i rushed through it but absolutely incredible um you know i i just we are coming towards the end so i'm not going to let you go without playing a track short short short i i just had a quick question that you know um you know i i just actually asked rajeev to create a small little sort of piece for me and i'm going to play this in case you didn't notice this is what i played right in the beginning i'm going to play this for you again so so uh so this is guys i mean this is rajeev's genius you know he created something for me and uh uh you know so is it common for people to have a mogo for an individual or is you know so you have the distinction of being the first person to own a first individual to own a mogo right that's such a bright word for a guinea pig clearly but we believe it's a huge the potential is huge for personal branding you know and abhijit we went through the the similar process that i we spoke about right we understood that you had a lot of explorer in you and therefore it had to be a you know sense of discovery but more importantly transformation was your you know key attribute and the work that i do yeah the work that you do it's really you know all the conversations that you're having you're transforming something in people's minds at the same time we were also cognizant of the fact that you are on social media it's a digital world etc that's why we use those particular digital sounds but there's also a feeling of your all your conversations are very chatty informal there's a lot of fun you know associated with your brand and therefore we had to create that fun cool kind of modern yeah kind of feeling okay i just have to ask you to play you know a piece the jazz piece which is just so incredible i cannot let you go it's absolutely absolutely my favorite and you know guys i i kind of think that so i yeah so i'm getting a lot of comments about what people think about the sonic brand that you've got look at that look at that look at that look at that wow look at that look at the kind of comments you've got yeah look at Rajiv this is really uh you know look at the comments look at the number of comments we've got like curiosity attached to your brand wow please play again abhijeet mogho please play again okay let's do okay so netesh i hope you enjoyed that yeah there you go naina says modern yeah kind of feeling how cool is that love the mogho uh and sachin is a musician by the way and he thinks it's so cool so thank you very much Rajiv without any further ado um can i request you to play my favorite things the jazz version where you can recognize the sound but not recognize the sound and that magic that you i just have to listen so uh this is you know from the sound of music and i think a lot of us have grown up hearing it so rain drops and roses and whiskers on kittens that that was uh uh original uh but you know jazz musicians always like to put a twist to things so yeah so i'm going to put you on solo layout and i'm going to mute myself so guys enjoy the treat this is all yours okay here goes let me add a touch of indian national yeah Rajiv i you know you're just so gifted i mean you're such a fabulous musician i'm just so privileged to have you here no no i remember you know and and we have uh naina hoot mentions the fact that uh she says you took me to the amazing hr offsite uh rajiv did for us in goa when i was working at wipro uh thank you for this great conversation too so yeah and and you know is just really thank you so much it was incredible i enjoyed the conversation and rajiv that mogul that you created for me is going to be part of every dreamers and you record show the signature tune and yeah also i'm going to use it and uh you know i i do a lot of work on this uh audio app called mensa i'm going to use that at the beginning of the audio app as well i want to create that fantastic thank you so very much it was so much fun to have you thank you thank you thank you so much everybody listeners i you know all the comments and all the appreciation thank you so much and rajiv how do people uh connect with you and you know what is the best way to reach you yeah so uh my email is very simple rajiv at brand music dot com r a j w j w w yeah yeah and brand music brand music spelled with a q ends with a q okay music with a q brand music yes okay rajiv at brand music dot com but otherwise always i'm on linkedin i'm on facebook so linkedin is best i mean you can just reach out there and completely yeah and you know i hope you are going to sort of uh uh you know i i think it would be great to have you back once again just to play music just for us with no conversation just music we just have a music job absolutely done done thank you so much i'm so grateful that you came it was so much thank you thank you good bye bye bye everybody bye


Hey what's up everybody welcome to tomorrow. So there's a lot of different updates that we need to talk about regarding NASA's commercial cargo and commercial crew programs and that's what we're going to be discussing for this your space pod from November 10th 2015. So to give a little back history NASA has a program called Commercial Resupply Services which falls under the commercial cargo program and under that contract they contracted SpaceX and Orbital Sciences now Orbital ATK to send up cargo to the International Space Station. Last October Orbital Sciences suffered a failure in their Antares rocket and the investigation report for that accident has been released. It was determined that one of the turbopumps on one of the engines did explode which caused more explosions and the chain reaction was the rocket failing and disintegrating. However the reason for why that turbopump exploded has yet to be found so hopefully that just with the new engines and new tooling that they're going to be using hopefully they won't have an accident like this in the future.  An investigation for that is still ongoing although the reasons for why that launch failed are fairly understood at this point. SpaceX has been doing a lot of work to return the Falcon 9 to flight and they've been doing lots of test firings at their new test stand in McGregor, Texas but beyond that they're also going to be having the new more powerful version of the Falcon 9 rocket flying and so there's lots of different certification that needs to go into that on top of this being a return to flight mission. It won't take place earlier than November 30th probably December might even get pushed into January so all of us have got our fingers crossed for that mission and hopefully everything goes well when it takes place. But NASA has another program for the commercial resupply services. This is the second round of competition to send up cargo to the space station aptly called CRS-2 for commercial resupply services too. For this second round only five companies were seriously being considered as being able to actually send cargo up to the space station. These companies were Lockheed Martin, Boeing, Sierra Nevada Corporation with their Dream Chaser Spaceplane, SpaceX and Orbital ATK. Lockheed Martin was dropped from the competition and will no longer be considered for CRS-2 and judging on the idea that they had for their plan it really wasn't much of a surprise. Boeing has also been dropped from the competition. There was supposed to be an announcement this past week as to who the winners were going to be for the second round of the competition and NASA announced that that was going to be pushed back and they will not announce the winners until sometime in January, at least now that's the current announcement date. Could be pushed back even more. But it's not all bad for Boeing because they are already one of the contenders in the commercial crew program and not only would they be sending up crew to the space station but on every mission they would also have some cargo on board as well and at any time they could modify a capsule to have cargo only in some sort of emergency situation. So all is well with Boeing and their CST-100 Starliner so that's all good for them even though they didn't win this round. SpaceX seems like an obvious choice since they already have a lot of the hardware in place and as long as everything goes well with their return to flight of the Falcon 9 then they should be in a great position to win that contract. With Orbital ATK they have already flown a bunch of missions up to the International Space Station and at least as far as their Cygnus cargo freighter is concerned it is a good spacecraft and hopefully they will be able to continue flights of it. But as far as their Antares rocket is concerned they do have this new deal with United Launch Alliance to send up the Cygnus cargo freighter on Atlas V rockets instead of the Antares. There's not really any clear shot as to when the Antares might be returning to flight if ever there is that possibility that might not ever fly again so Orbital ATK although they are in a good position also are in a really weird position right now as well but I'm hoping that they do win the contract as well. But probably the company I'm rooting for the most is Sierra Nevada Corporation that would be awesome if they were able to get the seed money to continue development on their Dream Chaser space plane. Sure for this cargo version it would be a cargo only version rather an unmanned version of their space plane but you would be able to return sensitive experiments back to anywhere on the world if you wanted to so I'm really rooting for them and hope that the Dream Chaser does fly someday even if it is in an unmanned cargo variant so I'm really rooting for Dream Chaser. Anyway this is all very exciting news and I definitely want to know what you guys think about this whole commercial resupply services round two. What do you think about Lockheedon Boeing being dropped from the competition already and of the three companies remaining which one are you rooting for the most? Leave a comment and let us know what your favorite team is so far. Also if you are willing and able please consider contributing to our Patreon campaign so that we can continue to make space news videos like this. You can find out more information at patreon.com slash spacepod and thank you so much to everyone who's been contributing so far. It really does go a long way so thank you so much to everyone you guys are the best audience ever. Well that's going to be it for this video thank you very much for watching my name is Michael Clark and hopefully you know a little bit more today than you did yesterday thanks to tomorrow. Keep moving onwards and upwards everybody and I will see you in the future.


Hello there everyone and welcome this is when I saw our mode of stocks wishing review and Apple Apple was a stocks We'll show option of the week. We did the 185 puts we did the 180 puts this was just a beautiful beautiful beautiful short We were right on top of it Actually, it was a week ago. Actually I called So did I call both of them there? I forget when I called the 180s hold on I Called the 180 fives last week on Friday I think I did the 180s.  That's why it's such a nice move So let's go back and look at it. So this had earnings So a gap down here closed at 191 17 open in the morning at 185 52 And I called both the 180 fives and the 180s this day So actually it was Friday afternoon. It was late which meant I knew it was lower on Monday Which it was so because when I might when I do a trade late into a Friday afternoon or any afternoon Actually, it means I'm holding it overnight 99.99% of the time. So and this was I think I sent this after Two or three it was late of the day and then it went so this was Monday falafel cliff So ultimately if you look from the high of the first day of this was 187 38 Again, I have no idea what this is worth today because I was out before today But it is interesting you could have held those trades into the very last day Which is so rare and actually probably made even more low was when it's 76 55 So the market fell Let's quickly look at the market fell bounce today is Apple the reason the market fell off this week. No, no, it's not. It's really really not There were many many other reasons so Apple would have been lower either way even if the market had not sold off this week Which it actually did but this was the biggest option of the week And I'm very good with seeing targets before something gets there even if it's far away I see that it can get there which this was when I called it on the Friday and Ultimately, it's very interesting because You know, that's part of the gap rating part of the process and what people learn of the benefit of taking my golden gap class Is that you learn how I know that Apple is going to fall that it is going to have a big move That the trade is going to go to a bigger number and that's the point of learning for me I actually also called the 175s too. I Called the 175s on Monday. So Again very far away from the strike to see that it would keep dropping and go down. So we did Day trades in this in the last week. We did options in this in the last week It was a really nice stock to short again the impetus for this was the earnings But ultimately it's really the gap So we're when we're trading when I make my picks I trade momentum and one of the reasons I like to short Overgoing long why I prefer to short over going long is because short moves do happen fast and big This is a big move even for Apple Even in the last week from last Friday to today. This is a very very large move for this stock more than 10 points to the downside I mean you want to count today as a green day in this? I would barely count it It's a baby green bar and actually we got down today So I really wouldn't count this but the reality is this was red all week And so this was the biggest option call of the week again three options. I called in it And you could have been in them till the last last day So we will see what we get next week. I never know taking the weekend off. It's nice to give myself a break from charts Which I will be doing Saturday and Sunday, but my read on this was spectacular This week and also my read in the market. So it's very interesting times right now again I love to short when the time to short comes around I am poised and ready to go and make all the money that I can and this was a great example of that If you'd like more information about taking my golden gap class the class for August is next weekend I do one class a month. So the next class is not going to be to the end of September That's a long way away if you want to get in you want to start getting the day trades the options trades Sign up for the golden gap course and do it in August and you will get the next apple I always have people that say to me how long is it going to take to make the cross back to the class Listen, you know, you get it you get a trade like this. You get a good gap like this that I call Three four trades in you are making the cost back of the class really quickly So you just got to learn it you guys start trading with me. I mean, that's the bottom line But if you're interested email me at Melissa at the stocks wish calm. Have a great night everyone