Stephen Arnold creates brand for CNN World Sport
Stephen Arnold Music recently completed a new theme package for CNN World Sport, a sports program that covers soccer, golf, tennis, motorsports, sailing among others.
The new music called for a world indie sound that would transcend nations, providing hooks and energy not sounding overly Western, without being evocative of any particular country or region either.
”The creative brief was for this theme to be fat and powerful, but not in a traditional rock way,” said Stephen Arnold, President of Stephen Arnold Music. ”We went to work on a sonic brand that would have a toughness to it, just like competitive sports has. This is not the sound of entertainment, culture or news — it needed to be an edgy cut with athletic attitude.”
For the project, Stephen Arnold Music created a series of modular themes that could be easily cut into :03, :06, :09, :12 and :15 promos for CNN World Sport.
”The music for CNN World Sport was definitely not your typical request,” Arnold notes. ”We love the challenge of finding a great hook — one that can appeal to a broader international audience. This project required its fair share of experimentation, but when everything came together the result was a sports theme that’s fresh, different and inspiring.”