Q'd Up

About Q'd Up

Q'd Up is a podcast from QSIC, the global audio technology platform reaching over 350 million in-store shoppers monthly. We pull back the curtain on music, retail media and the culture of sound, diving into trends, fresh releases and real conversations with the people shaping audio today. Whether you're here for the music, the industry insights or the big ideas at the intersection of sound and commerce, there's something in every episode worth turning up.

Publisher

QSIC

Category

business · music · technology

Language

en

Explicit

No

First episode

20 Oct 2025

Latest episode

10 Aug 2026

Latest episodes

22 episodes in the feed.

1. 

   10 Aug 2026

   Sonic Branding – The Sound of Success: Why Every Brand Needs an Audio Logo

   In this episode of Q’d Up, host Nikki Wishart and co-host Kim explore the often-overlooked world of Sonic Branding. From the iconic five-note "ba-da-ba-ba-ba" of McDonald’s to the deep, resonant "ta-dum" of Netflix, Sonic Branding acts as a musical fingerprint that allows a brand to be instantly recognisable without a single word or visual logo being present. The hosts discuss the psychological "stickiness" of these sounds, explaining how audio targets the long-term memory to create lasting emotional connections with consumers. The conversation also breaks down the critical distinction between a jingle - a song about a brand - and Sonic Tags, which is the Sound that defines brand itself. They delve into why many companies treat audio as a creative afterthought and how aligning in-store music with a sonic identity can drive significant revenue. Finally, they tackle the rise of AI in audio production, arguing that while AI can create "perfect" sounds, it often lacks the authentic human mistakes and emotion at the same time AI can we a game-changer in other ways as long as it is used ethically. [00:00:40] – Introduction to sonic branding and the "sonic charades" game [00:01:09] – Breaking down the McDonald’s five-note strategy and calorie-counting theories [00:02:05] – The obnoxious but iconic Netflix "ta-dum" and its Pavlovian effect [00:04:01] – Sonic branding as a "fingerprint": Recognition without a name [00:04:35] – The collaboration: How musicians and marketers choose keys and tones [00:06:08] – Jingle vs. Sonic Branding: Defining the meaningful difference [00:07:42] – Why branding is often an afterthought and the difficulty of measuring audio impact [00:10:15] – The evolution of the sonic tag: Adapting sounds for different moods and environments [00:13:12] – A throwback to polyphonic ringtones and the Nokia "Crazy Frog" era [00:14:54] – Passive listening: Why TV themes and sonic tags stick in your brain for decades [00:17:42] – Is in-store music more powerful than a logo? [00:19:56] – Re-educating the market: Moving audio from a "utility" to a revenue generator [00:20:31] – The AI Debate: Perfect sounds vs. human authenticity and ethical usage [00:25:38] – Final thoughts: Why sonic branding is a system, not a gimmick We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present. Follow Us Instagram - @qdupbyqsic LinkedIn - ⁠https://www.linkedin.com/company/qsic⁠ YouTube - ⁠https://youtube.com/@getqsic?si=w9nuA0AqgG1jqa6r⁠ Nikki: Instagram - ⁠https://www.instagram.com/nikki_wishart/⁠ Kim: Instagram - h⁠ttps://www.instagram.com/kimberleyldavis/⁠

2. 

   27 Jul 2026

   The Story Behind the Song - The Chicks, Not Ready to Make Nice

   In this episode of Q’d Up, host Nikki Wishart unpacks the powerful story behind one of country music’s most defiant anthems: "Not Ready to Make Nice" by The Chicks (formerly the Dixie Chicks). Nikki takes us back to 2003, when a single sentence spoken by lead singer Natalie Maines in London ignited a firestorm that nearly incinerated their careers. From radio bans and album burnings to literal death threats, the group faced an unprecedented level of industry exile. Instead of backing down or issuing a quiet apology, The Chicks doubled down on their truth. Released in 2006, "Not Ready to Make Nice" served as a raw, heartbreaking manifesto that addressed their attackers head-on while sweeping the Grammys and proving that standing your ground is the ultimate act of survival. Nikki and Kim discuss the unique power of music to deliver a political message, the "shut up and sing" mentality in the country genre, and why a song often hits harder than a media statement. [00:00:28] – The peak before the storm: The Chicks in 2003 [00:00:57] – "The Incident": Natalie Maines’ comments in London and the immediate US fallout [00:01:20] – The dark side of fame: Radio bans, tractors crushing CDs, and death threats [00:01:43] – Choosing defiance over apology: Channeling anger into Taking the Long Way [00:02:05] – Deconstructing the lyrics: Addressing the "shut up and sing" letters [00:02:48] – Grammy glory and the song’s legacy as a tool for survival [00:03:37] – Statement in a song vs. Statement in the media: Kim’s take on the "soft" political power of music [00:05:09] – The Country Music "Box": Expectations, fan loyalty, and Taylor Swift comparisons [00:05:45] – The "Shut up and sing" mentality and the pressure to be a perfect artist We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present. Follow Us Instagram - @qdupbyqsic LinkedIn - ⁠https://www.linkedin.com/company/qsic⁠ YouTube - ⁠https://youtube.com/@getqsic?si=w9nuA0AqgG1jqa6r⁠ Nikki: Instagram - ⁠https://www.instagram.com/nikki_wishart/⁠ Kimberley: Instagram - h⁠ttps://www.instagram.com/kimberleyldavis/⁠

3. 

   7 Jul 2026

   Mia Horner - Inside Liquorland's Audio-Led Retail Media Strategy

   In this episode of Q’d Up, host Ben welcomes Mia Horner, General Manager for Customer Loyalty at Liquorland, to explore the rapidly evolving world of retail media and in-store audio. Moving far past the days of static background "elevator music" and tracks on endless repeat, Mia shares how physical retail stores are using dynamic, AI-enabled audio platforms to completely transform the shopping environment. They discuss how tailored tempos and highly targeted localised messaging can significantly lift staff engagement, increase customer dwell time, and drive tangible incremental sales. The conversation also challenges the traditional digital-only definition of retail media, illustrating how the physical store serves as an incredible canvas for brands. From live cricket score updates pushed out in real-time to turning a Sydney cool room into a Mardi Gras "Rave Cave," Mia breaks down how agility and data-led insights allow retailers to personalize the shopping experience at scale. Finally, Ben puts Mia in the hot seat for a rapid-fire music round, revealing a surprisingly eclectic mix of K-pop, stadium rock, and heavy metal. Timestamp Breakdown: [00:00:18] – Intro: A preview of the new faces and retail-focused topics coming to the podcast. [00:00:34] – Welcome Mia Horner: Introduction to her background and wide-reaching role at Liquorland. [00:01:11] – The Evolution of Audio: Moving from static "elevator music" to dynamic, customised playlists. [00:02:22] – Staff Experience: How dynamic audio prevents burnout on long shifts and builds team connection. [00:04:36] – Timing and Productivity: Matching music tempo to shopping hours and staff productivity. [00:06:25] – Culture and Agility: Aligning in-store experiences with global events and sporting passions. [00:07:24] – The Cricket Experiment: Bringing live, ball-by-ball score updates straight into the store environment. [00:09:48] – The Mardi Gras "Rave Cave": How a Darlinghurst cool room activation dynamically adapted to crowds. [00:12:47] – Redefining Retail Media: Moving away from just websites/apps and treating the store as a canvas. [00:17:44] – The MasterChef Partnership: Delivering dynamic, just-in-time messaging to match television trends. [00:19:38] – Hyper-Local Personalisation: Tailoring offers by state, microclimate, and individual store level. [00:21:06] – The Measurement Piece: Using AI-enabled analytics platforms to see sales spikes in minutes, not weeks. [00:25:35] – Supplier Value & Long-Term Loyalty: Moving from quick tactical fixes to collaborative, innovative brand planning. [00:28:45] – Rapid Fire Round: First concerts, life-changing albums, and Mia's secret status as a global top 1% BTS fan. We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present. Follow Us Instagram - @qdupbyqsic LinkedIn - https://www.linkedin.com/company/qsic YouTube - https://youtube.com/@getqsic?si=w9nuA0AqgG1jqa6r

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Spotify

5.0 / 5

3 ratings

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