The iconic startup sound played before many Netflix originals was created by Academy Award-winning sound designer Lon Bender.

According to Bender, the final sound resulted from multiple recordings and experiments. One of the sounds he recorded was the tap of his wedding ring against a piece of furniture, which contributed to the sharp initial “ta” in the familiar “ta-dum.” However, the finished audio is a layered sound design, not simply a recording of a wedding ring.

Netflix explored several concepts before settling on the now-famous audio logo. One early idea reportedly resembled the bleating of a goat and was ultimately discarded in favor of the shorter, more cinematic sound.

Today, the “ta-dum” is one of the world’s most recognizable audio logos, instantly signaling the start of a Netflix production and becoming a key part of the company’s global brand identity.