Issue link: http://digital.copcomm.com/i/34797
SonicIDs sociated with their news programming.” The client told 615 Music to create something that is easy to remember and that brands KTLA’s news programming in the minds of their viewers.“They said it has to be credible and serious, and news music tends to be a different composing style,” explains Wachtler.“They wanted contem- porary, but the adjectives that they kept using were trustworthy, serious and confi- dent — news viewers could trust.” You can imagine with all the different places a news station could use a sonic ID, the deliverables must have been significant. “Typically those packages can be anywhere from 200 to 800 different cuts and mixes,” describes Wachtler.“Many times these sta- tions will use these for three to 10 years, and it becomes very much a part of their signature sound.They will use it in any way they brand themselves or communicate with their audience.” In our new Internet and handheld device- dependent world, there are so many varied ways brands are communicating with their audience. “Some clients say, ‘We want it short because it will play on a cell phone, and while the lengths vary, none are terribly long. Even when you sing the NBC Nightly News With Brian Williams theme, it might be a little longer, but you can still do that in five or six seconds,” says Wachtler, emphasizing that length isn’t that significant.“The most im- portant part is that it’s unique.” Connecting sonic branding & social media Stephen Arnold: How often a sonic brand is heard is essential. DALLAS — No one expects a brand to stay static:The constantly morphing touch-points between a brand and its customers keep its message in motion. It’s no surprise then that the art and sci- ence of sonic branding continues to evolve in step with the media environment.With message overload a foregone conclu- sion for the consumer,a well-executed sonic identifier can be a pillar in a company’s overall branding strategy. “We have mobile, texting, Internet,TV and digital boards com- peting for our attention,” notes Stephen Arnold, president of Stephen Arnold Music (www.stephenarnoldmusic.com).“In all that clutter, one of the things that still make a strong emotional con- nection with a target audience is music and sound.With so many media platforms that now need to be engaged, however, imple- menting a truly effective sonic brand remains a big challenge — it’s about creating something that’s innovative and enduring.” And just as social media impacts the way consumers experi- ence brands,music companies have been developing entirely new ways to leverage these channels for the creative process.One example is Stephen Arnold Music’s “Locals Only” offering of mar- ket-exclusive music for local TV stations that allows sonic brand- ing to evolve over time via an innovative user-sourced model. SAM’s portfolio has grown to include sonic branding campaigns for top brands and broadcasters, and Arnold points to the studio’s recent creation of an edgy original theme for CNN HLN’s Dr. Drew as an example of current directions. “Brands are returning to melodic, consistent melodies to bring their message home,” he says,“and moving away from the habit of licensing artist tracks to represent for them. Identifiable notes that can be played out in a variety of ways make for a sonic brand that can really anchor an ongoing campaign.” Besides the notes themselves, how often a sonic logo is heard continues to be of critical importance.“Sonic branding needs to be consistent and frequent,” explains Arnold.“Just when you’re starting to get tired of hearing your own sonic brand, is probably the point where your target audience is just starting to recog- nize it.That’s not to say you use it in a boring, repetitious way.” 26 Post • June 2011 www.postmagazine.com