This podcast features an interview with Scott Simonelli, the CEO of one of the more exciting companies in music technology, Veritonic.  The company has built a system which allows ad firms, brands and anyone else using music for messaging to test how well the music helps sell, promote, engage or evoke emotion from a campaign, brand or product.

It’s truly amazing in terms of its accuracy and provides a great tool to the advertiser and agency in their quest to better quantify the effectiveness of music.

In this discussion, Scott and Mark talk about how Scott, a composer as well as a tech exec formed the company, why he did, and how its work has brought practical benefits to its clients.  It’s an essential listen.