What’s new from The World Leader in Sonic Branding – Winter 2025

Our team at SAM has been busy with a wide range of exciting projects – custom music and sound for sports, news, experiential, augmented reality – as well as fresh music from our library, The Vault. Here’s a rundown of what we’ve been up to lately.
TGL Golf – ESPN
Stephen Arnold Music (SAM) created original music and sonic branding for TGL Golf presented by SoFi, the first-of-its-kind golf league that recently debuted in prime time on ESPN to a huge viewership and great acclaim. The global leader in sonic branding provided a comprehensive broadcast package that includes open, beds, promos, bumps, idents and other elements.
Founded by Tiger Woods and Rory McIlroy’s TMRW Sports in partnership with the PGA TOUR, TGL is a first-of-its-kind, three-on-three competition involving teams of top players from the PGA TOUR. Matches air and stream exclusively on ESPN platforms. The debut match from the SoFi Center in Palm Beach Gardens, Fla., attracted nearly one million viewers.
Dallas Mavericks – MavsTV
SAM created a sonic brand and custom music package for the Dallas Mavericks. This epic three minute score features all live orchestration and drumline percussion. The extensive music package was created for MavsTV – where over 70 games that are not exclusively televised nationally – are available on the Dallas Mavericks Broadcast Network and the NBA App.
Surrounded! The Alamo Augmented Experience – Histovery
Stephen Arnold Music (SAM) was brought in to recreate the sounds of the most storied site in Texas history for “Surrounded: The Alamo Augmented Experience,” now on view at The Alamo in San Antonio.
SAM produced stunningly realistic, immersive soundscapes for the groundbreaking AR attraction, which takes visitors on a journey through The Alamo’s 300-year history. The sound environments vividly bring to life the rich, natural ambiance of the site in six distinct time periods, as well as battle sounds and the voices of Native Americans, Spanish friars, and the heroic defenders of The Alamo.
“Surrounded: The Alamo Augmented Experience” was produced by Histovery, a leader in augmented reality experiences. Using a handheld tablet with a custom app, The HistoPad, Alamo visitors experience its history as never before. Holding the tablet up to any number of “hotspots” throughout the tour brings to life interactive characters, immersive clips, and 360-degree animations from across time.
Utah Hockey Club – Immersive Sound Design
Utah Hockey Club sought to break the ice on its inaugural season with an unforgettable projection display created by Quince Imaging on one of the most powerful projection systems in sports. SAM was brought in to create an immersive sound design for the experience, hyping up the sold-out crowd even more and blowing the roof off the Delta Center.
New Year’s Eve Live – CNN
Stephen Arnold Music (SAM) created custom music for CNN’s annual broadcast with Anderson Cooper and Andy Cohen on New Year’s Eve. The music re-creates a retro 30’s feel and features live trumpets, trombones, a saxophone section, and sprinkled with some tasty jazz piano. The result was a great way to “swing” in the New Year.
Southwest Airlines – The Vault
When it comes to airlines, Southwest is one of the most flexible, not to mention fun-loving. Their latest advertising campaign, ‘The Big Flex’, developed by GSD&M, leans into both of these aspects of their personality and needed music to match.
Stephen Arnold Music (SAM) was asked to create music with a distinct island vibe for several :30, :15, and :06 spots promoting Southwest’s Hawaiian destinations. The music, selected from The Vault, SAM’s extensive production music library, provides the ideal Pacific island backdrop with ukulele and light percussion establishing an airy, playful vibe perfectly suited for Southwest.
The Hill Rising – Nexstar Media Group
For The Hill’s Rising, Stephen Arnold Music’s creative team crafted an engaging theme and sonic brand that captures the show’s outside-the-beltway approach to news, politics and analysis. The custom music is modern and edgy, featuring a blend of guitars, drums, piano, synths and heavy bass.
William & Mary College – The Vault
For the launch of the Batten School of Coastal & Marine Sciences, William & Mary wanted to do something truly spectacular. Together with Quince Imaging, they entertained guests with 40 projection-mapped tables creating an immersive dining experience like no other. Music from SAM was used for promotional content giving viewers a unique flavor of the sensory experience.
Sci-Fi Trailer – The Vault
When it comes to Sci-fi, transporting your audience is everything. The Sci-Fi Collection from The Vault – SAM’s expansive production music library – has an array of high-definition tracks from modern to otherworldly to push your sci-fi projects beyond belief.