Check it out:

The directive was to create a lively and playful soundtrack built on a driving pace that would underscore edited video and graphics.  Golf Channel wanted a strong, organic music logo to anchor the package, so we came up with a four-note hook.  The music incorporates acoustic guitars, a catchy bass line, drums, and some unexpected musical flourishes and sound textures.

The new music will be used for the show open, teases, and various IDs throughout the show, as well as for promotions.

Playing Lessons, hosted by Brandel Chamblee, features some of the world’s top touring professionals talking through a round of golf with celebrities from the world of sports and entertainment. During each episode, the pro discusses strategy, course management, shot selection and a variety of tips, as well as the featured celebrity’s career highlights. New episodes are airing on Tuesdays at 8 p.m. ET.

“Troubadour TX”

… is a 22 one hour episode television series following talented singer songwriters as they chase their dreams across the Lone Star State. Debuts all across America beginning September 22.

Congratulations to all our winners:

• Elizabeth Massip of Bravo won the Fender Telecaster autographed by Tom Petty.

• Dave Hirschberg of Telemundo took home the Hendrix replica Fender Strat.

• Terry Gallagher of Discovery nabbed the female leather jacket and boots

• Chad Reed of Golf Channel will soon be sporting the King Ranch leather jacket.

• John Dance of CNN won a copy Stephen Arnold’s book “A Story of Six Strings”

Stephen Arnold (left) with guitar winners Dave Hirschberg of Telemundo (center); and Elizabeth Massip of Bravo.

Be sure to stop by our display at this year’s PROMAX in New York at the Grand Ballroom Entrance, 3rd Floor. We’ll be giving away five amazing items: A one of a kind, “Hendrix” replica Fender Strat, a Fender Telecaster autographed by Tom Petty, two beautiful Texas leather jackets, and Stephen’s book “A Story of Six Strings.” Drawing this Thursday, June 30th, 12:30pm. Details Here!

Also, Stephen & Chad will be speaking in two great sessions. Be sure to stop by for “Marketing Genius” on Wednesday and “Music, Sound Design and the Art of Sonic Branding” on Thursday.

Stephen Arnold – Marketing Genius Session
Wednesday, June 29th, 5pm
Grand Ballroom

Join a panel of industry-leading opinion makers as they take on judging the industry’s best promotions and marketing campaigns. In this insightful and entertaining session, marketing and creative executives present their original briefs, show the resulting works and brace for the candid feedback from those behind some of the biggest brands out there.

Moderator:
To Be Announced

Judges:
Susan Credle, CCO, Leo Burnett USA
Judah Friedlander, Comedian & Actor, 30 Rock
John Miller, CMO, NBC Universal Television Group; Head, NBC Sports Agency

Presenters:
Stephen Arnold, President, Stephen Arnold Music
Bruce Brauer, SVP, Creative Services/Advertising & Promotions/Marketing Agency, CBS Television Stations Group
Bear Fisher, SVP, Creative Director, E! & Style Networks
Terence Lee, Founder, Principal & Creative Director, ROGER

Chad Cook – Music, Sound Design and the Art of Sonic Branding
Thursday, June 30th at 11:30am

PromaxBDA BOOTCAMP 2011
America’s Hall II

Music, Sound Design and the Art of Sonic Branding

You’ve got killer copy and eye-popping graphics – but alone those are not going to cut it. Music is the most effective way to reach your audience, allowing consumers to emotionally connect to your message and brand. Hear from an expert in the art of sonic branding, original music/sound design and the use of licensed music open your mind and ears to the science of choosing the right music for your promos and branding.

Speakers:
Chad Cook, VP, Creative Director, Stephen Arnold Music
John Dance, Senior Writer/Producer, On-Air Promotion/Marketing, CNN
Mary Jo Smith, Creative Director, Alternative & Comedy Series, ABC Entertainment Marketing

And now, the drawing:

And the winner is … Chris Beeler from KPTM-TV in Omaha.  Congratulations, Chris!

We’ve got a lot of exciting things coming up this spring and summer, so stay tuned.  We may just surprise you!

Listen to Aerial, and leave a comment below for your chance to win a vintage Martin acoustic guitar.

You can check out the actual guitar here (thanks, Stephen):

Drawing to be held on Tuesday, May 17th 2011.

click here for contest rules and eligibility requirements

If you were in Austin last week than you know how fun it was. If you weren’t here a few links to show you what you missed.

Click here and here for some awesome photo galleries with celeb sightings.

Click here for a look at the “The King of Luck,” the Willie Nelson doc directed by Billy Bob Thornton that closed the film conference.

Click here for some old school R&B grooves from Raphael Saadiq.

Finally, this video from UK’s The Guardian takes an offbeat look at SXSW and its geek component. (We love the build your own synthesizer seminar — about 3:00 minutes in).

In the 1987 film Broadcast News, real-life film-score composers Marc Shaiman and Glen Roven had a cameo as dorky musicians trying to pitch a new theme song for the network’s nightly news broadcast. They frantically introduce the parts as they sing them — “Now comes the counter melody!” — and signal the piece’s big finish by chanting in unison, “Big finish!”

Stephen Arnold and Chad Cook know that scene well. For the president and VP of creative services, respectively, of Stephen Arnold Music, a Dallas shop that has created themes and audio logos for ESPN, ESPNU, Golf Channel, Tennis Channel, and NBC Sports, as well as the YouTube hit for the New Orleans Saints’ “Big Thang” victory song, the manic 40-second cameo belies both the lengthy and nuanced process that goes into creating music for broadcast sports and the fact that sometimes you have to get it all across in three seconds.

“Everyone is looking for their own ‘John Hancock’ of music,” says Cook, “the theme that lets fans instantly identify with the show.”

Click here to read the whole thing.

Did he even have to ask?  The annual Fair Day has become a bit of a tradition here at SAM over the last few years.  We usually hit it around the last weekend of the fair, hopefully timing it so that it falls on whatever day of the year we Texans get to call Autumn (if you’re from here, you know what I mean).  So we all met up in Plano and took the DART Rail down to Fair Park.

The day was spent doing the usual Fair fare: rides, eating, walking, eating, people-watching, funnel cake, more walking, and of course, laughing and carrying on.  But don’t take my word for it.  We’ve got photographic evidence.

Chad, Noelle, and I are somewhere on that thing

Here's Noelle and Larry being ... well ... Noelle and Larry

Is it just me, or is this pic really kinda sad?

Chad found a piano

Doesn't this just pretty much sum up the Fair?

The obligitory big pig.

This year's butter sculpture was really well done.

No one would do the Skycoaster with me this year.  Buncha pansies!  .  But I did it anyway just so you could watch it.  They offered a POV camera this time.  Very cool!

And after that, we took the Texas Skyway back to the front gate.  Much better than walking.

Dallas skyline as seen from the Texas Skyway

The weather was beautiful, the air was clean … ish, and the food was not even remotely healthy … but boy was it tasty … and you get to walk it off.