Sonic Branding Leader Helps CNN Tell the Stories Behind History
www.stephenarnoldmusic.com.“>Stephen Arnold Music, the internationally acclaimed music production company serving the creative and broadcast communities worldwide, has created moving and inspirational music for CNN‘s coverage of “9/11- Ten Years Later.” The news network will use the music in a range of shows and promotions during the week leading up to the commemoration, and a secondary, more sparse arrangement will play behind CNN‘s live coverage of the unveiling of the 9/11 Memorial on Sunday, Sept. 11, 2011. nn”Being entrusted with this tremendous responsibility is an honor and a thrill for us,” says Stephen Arnold, president of the Dallas-based company. “It reminds us of why we became musicians in the first place – music’s power to heal, to translate and elicit emotions, and to draw us together as humans.”nnIn the creative process with the network, CNN requested that www.stephenarnoldmusic.com.“>Stephen Arnold Music compose music that carried a sense of dignity and remembrance. At the same time, the music had to fulfill more practical needs by effectively branding and unifying CNN‘s weeklong coverage of the commemoration. nn
nnwww.stephenarnoldmusic.com.“>Stephen Arnold Music balanced all these considerations and composed a memorable thematic melody over subtly powerful chord changes that marks the historical moment and simultaneously inspires a sense of moving forward. nnIn the main theme, "9/11: 10 Years Later," those sentiments are given voice primarily by strings, French horn and orchestral percussion. This music will support CNN programs during the week and through the Sept. 11 coverage, including:nnDr. Sanjay Gupta Reports: Terror in the Dust (Sept. 7 at 11 p.m. ET/8 p.m. PT and Sept 10 at 9 p.m. ET/6 p.m. PT)nBeyond 9/11: Portraits of Resilience (Sept. 9 at 11 p.m. ET/8 pm PT and Sept. 10 at Sept 10 at 8 p.m. and 11 p.m. ET/PT)nFootnotes of 9/11 (Sept. 11 at 8 p.m. ET/5 p.m. PT)nBeyond Bravery: The Women of 9/11 (Sept. 11 at 9 p.m. ET/6 p.m. PT)nnThe second, sparser arrangement will accompany live coverage of the official dedication ceremonies of the 9/11 Memorial at the site of Ground Zero in Manhattan and in Shanksville, Pennsylvania. This second arrangement, titled "9/11: Memorial," features classical guitar, strings and a touch of female voice. nn"This assignment continues our longstanding relationship with CNN," says Chad Cook, vice president of Creative Services at www.stephenarnoldmusic.com.“>Stephen Arnold Music. "Still, this opportunity is unique. Branded music is about making an appropriate emotional connection with the viewer. The range and complexity of emotions surrounding 9/11 goes far beyond words. We were very proud to take on the important and sensitive task of translating these emotions to music."nnnnTo hear “9/11: 10 Years Later and “9/11: Memorial,” go to http://blog.stephenarnoldmusic.com/2011/09/07/cnn-911-ten-years-later/nnAbout www.stephenarnoldmusic.com.“>Stephen Arnold Musicnwww.stephenarnoldmusic.com.“>Stephen Arnold Music, based in Dallas with an office in San Diego, and additional studios in Santa Fe, is an internationally acclaimed music production company servicing television networks, cable channels, TV stations, film houses and advertising agencies worldwide. Widely regarded as the leading producer of original music for the broadcasting industry, the company’s music compositions are heard daily in over 100-plus million American homes. For more information on www.stephenarnoldmusic.com.“>Stephen Arnold Music, visit www.stephenarnoldmusic.com. Contact:ignite strategic communications Sally Christgau Contact Sally via email Chris Purse Contact Chris via email p: 818.303.8088
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More