Events and meetings in calendar applications usually have reminder notifications that let users know they are happening soon, but a 10-minute in advance reminder for an event is often overly jarring. Sometimes, the reminders come too late and I would be late even if I left then. Other times, the reminder is too soon and just distracting. The first problem is somewhat solved by Google Now when it gives notifications about travel time to another location, but the second problem can be solved with ambient media. I enjoy having the Campanile play bells on the hour, keeping an ambient sense of the time, but ambient media could make that specific to my calendar. A slowly rising sound or vibration would be less distracting when I am focused on something else and only need a background reminder of the time.