Custom Channel ID and Promo for AXS TV (Formerly HDNet)
July 24, 2012
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The highly anticipated launch of AXS TV and the channel’s new brand identity focuses on live entertainment and lifestyle programming. Weaving together sound design, live instruments and modern rhythms, the Channel ID and Promo music pieces were created to capture the anticipation and atmosphere that comes from being front and center at a live event.
AXS TV is committed to presenting the best of pop culture. We knew that called for authentic music that would do justice to those ambitious objectives. The compositions are compelling to AXS TV’s audience because they’re warm-sounding and organic, but modern at the same time.
Scoring to picture, we honed a dramatic, yet inviting composition designed to connect with AXS TV’s younger demographic. Set against a compelling visual, where the camera pans across an animated modern nighttime skyline crossed with gleaming spotlight beams, the music helps define AXS TV as a very exciting and inviting place.
The channel ID begins with several seconds of sound design, where we combined many layers of urban sounds – including traffic, people in a restaurant, birds, dogs barking, and children playing – for an anticipatory “symphony of the city”. Next a compelling string arrangement arrives over a modern beat, before resolving into an acoustic guitar that provides equal parts tension, release and satisfaction. After a spacious resolve, the piece quickly builds up again and continues strongly on to accommodate promo beds of varying lengths.
We are thrilled to be a part of this exciting new channel and will be tuning in frequently to see how things evolve.