The highly-anticipated launch of AXS TV, the new brand identity for HDNet that will focus on live entertainment and lifestyle programming, is heightened by Stephen Arnold Music‘s original music for its channel IDs and promo beds. Weaving together sound design, live instruments and modern rhythms, the Channel ID and Promo music pieces effectively capture the anticipation and atmosphere that comes from being front and center at a live event.nn”AXS TV is committed to presenting the best of pop culture,” Stephen Arnold, President of Stephen Arnold Music says. “We knew that called for authentic music that would do justice to those ambitious objectives. The compositions for the channel IDs and promo beds are compelling to AXS TV‘s audience because they’re warm-sounding and organic, but modern at the same time.”nn
nnSound of the CitynFollowing many years of providing music for HDNet, Stephen Arnold Music was a natural choice to create timeless new music beds to help launch AXS TV. Scoring to picture, the composers at Stephen Arnold Music honed a dramatic, yet inviting composition designed to connect with AXS TV‘s younger demographic.nnSet against a compelling visual, where the camera pans across an animated modern nighttime skyline crossed with gleaming spotlight beams, the music helps define AXS TV as a very exciting and inviting place. nnThe channel ID begins with several seconds of sound design, where Stephen Arnold Music combined many layers of urban sounds – including traffic, people in a restaurant, birds, dogs barking, and children playing – for an anticipatory “symphony of the city”. Next a compelling string arrangement arrives over a modern beat, before resolving into an acoustic guitar that provides equal parts tension, release and satisfaction. After a spacious resolve, the piece quickly builds up again and continues strongly on to accommodate promo beds of varying lengths. nn”This is an entertainment channel – it should make you feel good,” says Chad Cook, VP Creative Services at Stephen Arnold Music. “We’ve worked with many channels to launch or re-launch their brands. Our goal is always to ensure that they’re in tune with their target audience: The new music for AXS TV makes that connection.”nnAbout Stephen Arnold Music:nAs a multiple Emmy, Addy and Promax Gold award-winning music production company, Stephen Arnold Music has over 20 years of success in delivering the sounds that make a difference to networks, television stations, advertising agencies, film studios and video game companies the world over. The company’s Commanding Sonic Branding approach to music production and commitment to industry-leading service is at the core of its promise. For more information, please visit www.stephenarnoldmusic.com. nnnWeb ResourcesnClick here to watch the new AXS TV Channel IDs and Promosnhttp://youtu.be/BE8k8PsgJnc nnClick here for more info about AXS TVn www.axs.tvnRight Word Media Ray Ecke p. 973.726.3797 f. 973.726.3798 c. 201.741.1092 Contact Ray via email
Who Needs Los Angeles? We Do.
One doesn’t have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly... Read More