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which allows us to start at the top and look at the drivers of sound, analyze the soundscape and then predict the four outes Ive just talked about. Or start at the bottom, and say what outes do we want, and then design a soundscape to have a desired effect. At last weve got some science we can apply. And were in the business of designing soundscapes. Just a word on music. Music is the most powerful sound there is, often inappropriately deployed. Its powerful for two reasons. You recognize it fast, and you associate it very powerfully. Ill give you two examples. (First chord of The Beatles A Hard Days Night) Most of you recognize that immediately. The younger, maybe not. (Laughter) (First two notes of Jaws theme) And most of you associate that with something! Now, those are onesecond samples of music. Music is very powerful. And unfortunately its veneering mercial spaces, often inappropriately. I hope thats going to change over the next few years. 5 / 5