With the launch of China Central Television America (CCTVA), the network has expanded the presence of mainland China’s predominant television outlet — with 42 channels reaching some 1.2 billion people — into the U.S. market for the first time. With so much riding on the launch, the CCTVA turned to the sonic branding experts Stephen Arnold Music to create the music behind much of their original programming. nnThe Stephen Arnold Music team wrote the music themes for its three flagship shows — “The Heat,” “Americas Now,” and “Biz America.” With deep experience creating strong sonic brands for all of the major news networks, including CNN, HLN, CBS, MSNBC, Fox News and others, Stephen Arnold Music was more than ready to deliver something extraordinary for CCTVA‘s debut.nnInternational AmbitionsnBroadcasting from a new production center in Washington, DC, the launch of CCTVA represents as a unique chance for the network to reach out to American viewers and provide its global audience with diversified news coverage. Stephen Arnold Music created three distinct themes for each show, recording driving scores that met CCTVA‘s call for a high-end, international feel. nn”The CCTVA keywords were ‘visceral,’ ’emotive,’ and ‘forward-looking,'” says Stephen Arnold, President of Stephen Arnold Music. “Each theme we developed reflects those qualities, while standing on its own as a unique composition.”nn
nClick here to watch a montage of Stephen Arnold Music‘s work for CCTVAnnTriple PlaynFor the South America-focused broadcast news magazine “Americas Now,” Stephen Arnold Music‘s composers combined flamenco guitar and Latin percussion to set an inspiring tone with a hint of tension. A current affairs talk show “The Heat” theme sears with distorted electric guitars over charging rhythms and electronic elements. The daily global news program “Biz Asia America” is elevated by Stephen Arnold Music‘s memorable piano hooks and mid-tempo groove, punctuated with bold rock guitar strikes. nn”We appreciated the opportunity to score to picture for CCTVA‘s shows,” notes Arnold. “The visuals helped us tap into the attitude and power that each piece required.” nnFor Arnold, every arrangement the company creates is a custom sonic signature, mindful of the elements needed for credibility with today’s viewers. “News organizations are experimenting more,” he observes. “Their music has to tap into what audiences hear on their mobile devices and YouTube. Our latest sonic brands for CCTVA reflect that connectivity.”nnAbout Stephen Arnold MusicnAs a multiple Emmy, Addy and Promax Gold award-winning music production company, Stephen Arnold Music has over 15 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.Right Word Media Ray Ecke p. 973.726.3797 f. 973.726.3798 c. 201.741.1092 Contact Ray via email
Union’s Tim Thornton-Allan Edits Santa’s ‘Naughty List’ for Toyota
We may not get a second chance to make a first impression, but when the opportunity presents itself to right our wrongs in time for Christmas, we should seize the moment. In a new holiday spot for Toyota, a little boy realizes he is probably on Santa’s “Naughty List” and resolves to do something about it. The spot was created via Conill Advertising, produced by MJZ, directed by Fredrik Bond, and edited by Tim Thornton-Allan of Union Editorial/Los Angeles and Marshall Street Editors/London. Watching a program on his iPad in the back seat of his dad’s Toyota Tundra, our young protagonist receives a warning: “If you’ve been naughty, Santa won’t bring you any presents.” The lad wastes no time: “Papa! Turn back!” he commands. Father and son proceed to make the rounds, stopping at school, the neighbors, and elsewhere around the neighborhood, to set things right and deliver apologies. The boy even goes so far as to make amends with his little sister - returning the head of a favorite doll. The child’s restitution has the desired effect, and on Christmas morning, he receives exactly the gift he’d asked for. Judging by what he does next, he may have his work cut out for him next year, but we can all just take things one “Naughty List” at a time. Read More