Lego has released a ‘white noise’ album featuring ambient sounds of its bricks being played with, sorted through, and shuffled around. While the brand has built fame and loyalty through a range of franchise partnerships and entertainment experiences, its foray into the world of ‘music’ feels unexpected yet not surprising. A year of uncertainty, Zoom fatigue, and human absence has created a desire for ways to switch off from visual stimuli and to recreate some form of experiential normality at home. More than half of Britons missed the sound of pubs and bars at the height of the pandemic, suggesting the important role 'natural' immersive audio experiences could play in recreating a sense of place and human presence that's been missed.

Lego’s focus on its specific ‘tactile ambience’ suggests new ways in which brands can stretch their meaning and presence in people’s lives. Sound scientist Dr. Salomé Voegelin explains how important specific sounds can be to our sense of presence and self in the real world: “There are nuances and sounds that are not reducible to a word and through which we feel each other and other things in the world.” As audio culture continues its renaissance, immersive listening experiences for work, leisure, and study are diversifying to bring people closer to others and themselves. What started as niche interest in the ASMR space has evolved into rich audio cultures and communities, built around the intimacy of sound through apps like Clubhouse and Fireside and features like Twitter Spaces.

Jared Tanna is a Senior Cultural Analyst who works in the Cultural Intelligence team. He has a background in qualitative research, specialising in creative development and brand strategy. When he’s not badgering people for their opinions, you can find him reading, analysing, and (sometimes) writing screenplays.