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
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 impacted... Read More