Stephen Arnold Music

The Most Heard, Least Known Composers In America

Category Archives: Sonic Branding

Stephen Arnold Music Celebrates a Sweet-Sounding 2014 with Projects for CCTV International, Golf Channel Ryder Cup, Golf Films, ESPN Deportes, CNN and Much More

The Leaders in Sonic Branding Have Momentum Heading into 2015 with Diversifying Portfolio, Plus Successful Launch of Sam2 Media Artists

DALLAS – January 20, 2015: Stephen Arnold Music ( comes into 2015 with plenty of momentum, following a prolific year packed with high-profile projects and successful new business initiatives.

“The media and brand universe is evolving faster than ever,” says Stephen Arnold, President of Stephen Arnold Music. “Important developments in the way content is distributed and experienced are constantly presenting fresh challenges to creators. We’re providing an expanding range of solutions designed to keep our clients ahead of the curve, and memorably connected to their audience.”

Stephen Arnold Music 2014

View Recent Projects Here:

Highlights of 2014 include:

CCTV International
Stephen Arnold Music was tasked with creating a sonic brand and comprehensive music package that would be shared between the five CCTV International Channels – Arabic, English, French, Russian and Spanish — all while taking into account the individual channel regions, cultures, and target audiences. It proved to be a planet-spanning project as epically challenging as it was rewarding.

Golf Channel Ryder Cup
Golf is a sport of deep tradition, but the broadcasting of this historic pastime is experiencing big changes: Golf Channel broadcast the Friday matches of the 2014 Ryder Cup for its first-time ever live coverage of the event. The music that set the stage for this classic competition is evolving as well, driven by unforgettable new themes from Stephen Arnold Music.

Golf Films
Stephen Arnold Music created an iconic theme to brand “Golf Films” – original content, documentary films and programming created by Golf Channel. The piece features live orchestration and players from the Dallas and Fort Worth symphony orchestras.

ESPN Deportes – UEFA Euro
World excitement about championship soccer has never been more extreme, with tournaments across the globe drawing its largest viewing audiences yet. The reverence the sport inspires was perfectly encapsulated in a rivetingly different upfront for ESPN Deportes that was scored by The Vault, the Anti-Library from Stephen Arnold Music

CNN Tonight
A new addition to the CNN nightly lineup, “CNN Tonight,” launched with a complete music package from Stephen Arnold Music. The Leaders in Sonic Branding provided a strong, contemporary package for the program, which airs weeknights on CNN.

CNN International – World Sport
CNN International’s long-running flagship sports show, World Sport, needed an updated music theme to go with a new graphic look. Building on the sonic brand and package originally created by Stephen Arnold Music, a new show theme was created to complement the new, sleeker graphic look and capture the excitement and passion of sports fans the world over.
Need clip and link

World Fishing Network
World Fishing Network launched its first-ever brand redesign since going live in 2005, with a powerful new sound to match its viewers’ passion. Their theme is now a driving, raw rock performance created by Stephen Arnold Music, which used amped guitars, bass, and live drums to bolster World Fishing Network’s new look and feel. The new theme, which strives for authenticity, rawness, and strong rock and blues roots, is part of a brand update that underscores the network’s mission: delivering diverse and engaging content to fishing enthusiasts.

The Launch of Sam2 Media Artists
Sam2 Media Artists, a joint venture between Stephen Arnold Music and Gordon Smith Creative, launched. Sam2 Media Artists is a dynamic new one-stop shop that offers clients both media strategy and marketing services, providing broadcasters of all sizes with an innovative approach to marketing strategies, media planning and sonic branding.

Sam2 “Journey” Documentary Special
An amazing piece of American history will come to light for the first time when Black History Month arrives in February, 2015. That’s when local TV stations nationwide will have the opportunity to present “The Journey – 450 Years of the African-American Experience”, a fascinating new documentary special. Produced by Mummycat Productions and Sam2, a division of Stephen Arnold Music, “Journey” reveals the never-before-told true story about the role that free blacks played in the founding of St. Augustine, Florida, the oldest city in the United States. Interviews with experts and vivid imagery combine in “Journey” to explain how the first African Americans reached the new world long before the founding of Jamestown – not as slaves but as free men.


Promax Preview…..SAM style!

Happy Monday everyone!

It’s another gorgeous Spring day here in New York and, after lounging in Central Park most of the weekend, I’m so thankful that I won’t have to leave the city for this year’s PromaxDBA: The Conference!

Stephen, Chad, and Lyndsey will all be joining me in NYC for the June 10-12th conference. I moseyed over to the Hilton Midtown last week to check out the venue, and I think we’re going to have another great convergence of creative geniuses!  And, if you haven’t heard, Stephen and Chad will be giving conference-goers the inside scoop in a session featuring the rebrand and relaunch of CCTV China’s foreign language channels.  Stop by the Mercury Room on Thursday at 3:45. Hope everyone’s able to check it out! #WTFuture

Win this Tom Petty Signed Strat!!

Win this Tom Petty Signed Strat!!

And if local creative is your game, keep pushing until the end of May book on Wednesday! Then give us a shout if you’d like to meet up in Vegas! This year we’ll be taking over The Mirage the last week of June for the PromaxBDA Station Summit. And yes, the wrap party Thursday night is a go. Feel free to send us a note to make sure you’re on the invite list and get all the official details.

Whether we’re seeing you in Vegas or NYC be sure to stop by, say hello, and drop your business card in for our drawing for a Tom Petty signed Road Worn Fender Stratocaster!

On a personal note – is it inappropriate to take a baby to Vegas? Nah, didn’t think so. Baby Alanis will be joining us at the roulette table. That’s his game. #STATIONSUMMIT

Baby Alanis on a roll....

Baby Alanis on a roll….

Listen. Enter. Win! It’s a Resonator Guitar Giveaway


Okay, here’s your chance to win one of the coolest guitars from Stephen’s personal collection – his 2007 Dean Chrome and Gold Acoustic-Electric Resonator!

This axe, one of Stephen’s favorites, is more of a hybrid than anything. You have the sound & tone of a true resonator, but the playability and upper neck access of an electric or really great acoustic guitar. It has a magnetic “lipstick” pickup and a piezo electric pickup, which gives you the ability to produce both electric and acoustic tones.

And who knows, master it and become the next Billy Gibbons of Texas’ own ZZ Top (maybe that’s a stretch but he owns one as well!).

All you have to do is:
1)  Listen to our four most recent news branding packages, and
2) Comment on which one is your favorite:  iNergy, This Is The Place, All About Early, or Canvas
(and feel free to tell us why you liked one more than the others…)

After that, your name will go directly into the hat… and you’ll be instantly eligible for the Dean Resonator — IT’S THAT EASY!

The drawing for the giveaway will be on Thursday, April 3rd, 2014.
Here’s a photo of your potential future Dean:

Listen to the packages here and leave a comment below:


This is the Place

All About Early


Click here for contest rules and eligibility requirements.

Breaking News!! SAM to partner with PGM Artists!!

SAM_PGMWe have a new partnership that we want to tell you about: Stephen Arnold Music and PGM Artists are now collaborating on select original music and sonic branding projects for the advertising sector.

PGM Artists is a high-level “matchmaker” that draws companies together from across a broad range of complementary disciplines. The firm was founded by marketing and production veteran Phil McIntyre, and they excel at connecting advertising agencies and corporations worldwide to creative and marketing resources, with the goal of enabling them to innovate, communicate and compete at the highest possible level.

There were a lot of great reasons to start working with PGM Artists. We think it’s a creative, forward-thinking company that really understands branding. And our commitment to creating memorable sonic branding is a perfect fit for the advertising world, which is where PGM Artists have proven they’re particularly effective.

It’s a highly accomplished firm with an elite track record – that’s the kind of company we like to keep.

Super (Bowl) Sonic Branding

It’s not just music they’re playing on those Super Bowl ads – the smart sponsors are applying Sonic Branding.

Sonic Branding done right reinforces memory recall and the message, and connects products and services with emotions. Combine story, visuals, and sound in an appealing alchemy – especially during the Super Bowl – and you’ve got a spot that everyone will be talking about at the water cooler for weeks. Later on, they’re revisiting it on YouTube.

It’s the reason that the aural jigsaw puzzle of three frogs croaking “Bud…Weis…Er” still stands out years later, as does “Have a Coke and a Smile” and Mean Joe Greene 33 years removed from its first airing, as well as the use of Fleetwood Mac’s “Landslide” by Budweiser in the latest Super Bowl.

Stephen Arnold Music has assembled an all-time list of the Super Bowl spots that best used music and sound to their advantage, over the years. Ladies and gentlemen, drum roll please — we present the Super Sonics:

1) Coca Cola — Super Bowl XIII, 1979

Mean Joe Greene accepts a cool bottle from a kid, “Have a Coke and a Smile” kicks in, and Super Bowl sonic branding history was made forever. The positive associations from this ad endured for generations, as evidenced by the 2009 Super Bowl XLIII remake for Coke Zero featuring Troy Polamalu.

2) Chrysler — Super Bowl XLV, 2011

The darkly tense hip hop track captured the soul of the city, and perfectly reflected the spot’s visual imagery. This emotion-stirring “Imported from Detroit” commercial starring local artist Eminem inspired people to talk about Detroit — and Chrysler by extension.

3) Budweiser – Super Bowl, XXIV, 1995

Talk about a watercooler classic – the three frogs croaking “Bud…” “Weis…” “Er” strongly associated an innovative sound design with this iconic American brand. It was funny, and gave the world something they could gladly croak along to.

4) Volkswagen — Super Bowl XLV, 2011

A pint-sized Darth Vader used the Force when he discovered the all-new 2012 Volkswagen Passat in the driveway. The essential use of John Williams’ classic motif from the Star Wars franchise is a huge part of why this ad remains strong in people’s minds, two years later.

5) Budweiser – Super Bowl XLVII, 2013

The mega-brewer returns with “Brotherhood”, the tale of a trainer reunited with a beloved Clydesdale. Fleetwood Mac’s emotional “Landslide” was the perfect backing track – it’s oft-covered status makes it a song choice that spans time. Will people think of Budweiser now when they hear it on the air? We’re betting yes.

6) Coke – Super Bowl XXIV, 1990

Not surprising that brand messaging masters like Coke make these Super Bowl ad lists multiple times. Here, the famed “I’d Like To Buy The World A Coke” theme is in full swing in a follow-up to the original commercial, called “Hilltop Reunion”, aired during coverage of Super Bowl XXIV featuring the singers and their children, and culminating in a medley of this song and the then-current “Can’t Beat the Real Thing” jingle. “I’d Like to Buy the World a Coke” has had a lasting connection with the viewing public. Advertising surveys consistently identify it as one of the best commercials of all time, and the sheet music continues to sell more than thirty years after the song was written.

7) Pepsi – Super Bowl XXIX, 1995

This spot, starring a kid sucking on a straw who launches himself straight into a Pepsi bottle, captures honors for its adventurous use of sound. In our humble opinions, the bold sound design is the true star here.

8) Old Milwaukee — Super Bowl XLVI, 2012

Already larger than life, Will Farrell expands still more into our universe with this grand vision. His heroic stroll through a field of hops takes on magnificent grandeur courtesy of the classical symphonic score that accompanies it. Intentionally jarring sound at the end provides an interesting counterpoint to everything that preceded it – part of a sound (and video) combo that makes this spot memorable.

9) Budweiser – Super Bowl XXXVI, 2002 Budweiser 9/11

Here is the famous commercial Budweiser produced after 9/11. They aired it only once — during Super Bowl XXXVI in February 2002. This one-minute spot features the beer company’s trademarked team of Clydesdale horses trudging across snow-covered ground into New York City where they stop to gaze upon the Statue of Liberty and the city’s skyline before lowering their heads on bended knees in a gesture of respect. Music and images drive the whole commercial – everything is very emotive, thanks to the simplicity of this moving tribute and the music.

10) Noxzema – Super Bowl VII, 1973

Joe Namath — and a jingle for the ages — stars here. “Let Noxzema cream your face, so the razor don’t!” is belted out by an unknown session singer, with massive levels of mucho gusto. We dare you to forget this jingle anytime soon. No, wait, we DOUBLE DOG DARE you. Some rockin’ funk makes this the grooviest shaving cream commercial in broadcast history. Meanwhile, onscreen, don’t miss the Most Obvious Lip Synch Ever Seen.

We continue to scrutinize the archives. Stay tuned, because we’ll add some more Super Sonics soon!


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