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CNN International

CNN International audio rebrand and strategy

 

CNN International

 

In 2008, CNN challenged me to reinvent "news music," launching a two-year strategic and creative engagement with my agency Expansion Team. We examined the history of sound related to news, from antiquity to current trends, and developed the forward-thinking audio identity that is used daily in over 200 countries. I presented our insights at the 2010 Audio Branding Congress in Hamburg, Germany and the case study was included in the ABA Yearbook.

 
 
 
 

Over the course of the engagement, we developed a large toolkit of region-specific network themes which, based on our research on musical recognition, were composed to be consistent in chord progression rather than melody. This allowed us to maintain consistency across an enormous range of international musical styles.

SELECT THEMES

 
 
 

CNN Freedom Project

The success of our audio identity led to subsequent stages of brand audio development, including a theme for the CNN Freedom Project. Launched in 2010, this noble initiative seeks the abolition of human trafficking. By shining a spotlight on the horrors of modern-day slavery, amplifying the voices of the victims and highlighting success stories, CNN is playing a vocal role in helping unravel the complicated tangle of criminal enterprises trading in human life.

 
 
 

World Cup Anthem

To support CNN International's coverage of the 2010 World Cup in Johhannesburg, South Africa, I composed the theme music used throughout the event coverage and promotion. I also created several remixes with different instrumentation and tempos that allowed CNN's producers to keep their audience excited and engaged.