What’s new from The World Leader in Sonic Branding – Winter 2026
Our team at SAM has been busy with a wide range of exciting projects — creating custom music and sound for advertising, sports, news, experiences, and lots more, as well as syncing fresh tracks from The Vault, our premium production music library. Here’s a rundown of what we’ve been up to lately.
TGL Golf Season 2 – Sonic Identity
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 golf competition featuring top players from the PGA TOUR. SAM was brought in to create an original sonic identity for the inaugural season of broadcasts. Season 2 continues the energy with upbeat, hybrid instrumentation, as well as a hype overlay from DJ Khaled – a comprehensive music package that includes an open, beds, promos, bumps, idents, and other elements.
Matches air and stream in prime time on ABC platforms. The debut match from the new SoFi Center in Palm Beach Gardens, FL, attracted nearly one million viewers and generated strong acclaim.
Crazy Water – Sonic Brand
Crazy Water has been making people feel good for over 140 years, so when their creative agency, TRG, reached out to SAM for a custom sonic brand and brand song to make wellness fun, it didn’t sound so crazy to us! Our team tapped into quirky roots of the brand developing a sonic logo and song fitting of Crazy Water’s dead-pan humor and Texas-sized personality.
CNN – The Story Is – Sonic Identity
SAM created a sonic brand and custom music for CNN’s The Story Is with Elex Michaelson, a new Los Angeles-based primetime show hosted by award-winning journalist Elex Michaelson. The music features a West Coast inspired fusion of bass, piano, synth, organ, brass and drums. Beyond news and politics, The Story Is will cover the biggest moving stories that audiences care about across sport, health, technology, entertainment and more.
New Orleans Pelicans – Sonic Identity
Gray Media approached SAM for full sonic branding and custom music package for its slate of New Orleans Pelicans NBA basketball broadcasts. The music package builds on SAM’s previous sports programming collaboration with Gray Media for the Atlanta Braves, and extends the broadcaster’s cohesive sports identity.
The 3-minute theme was recorded live in New Orleans with local session players to capture all of the musical flavor and feel of the region. While it has similarities to the Atlanta Braves theme, the Pelicans’ sonic identity remains unique to New Orleans’ roots, incorporating funk-style drums, bass, and guitar, along with a classic Hammond B3 organ.
The result is a bold, soulful, and regional sound that resonates with fans and gives Gray Media’s Pelicans broadcasts a strong and distinctive sonic signature.
American Revolution AR Exhibition – Custom Music & Sound Design
Leading AR exhibition developer, Histovery, once again partnered with SAM on their latest interactive museum project – American Revolution. Across more than 15 intricate scenes depicting pivotal moments of the Revolution, our creative team developed historically accurate music along with hundreds of custom sound effects and audio assets, combining human and AI-generated voiceovers to support storytelling and enhance visitor engagement.
MLS Cup Final 2025 – The Vault
To amp up the crowd for the MLS Cup Final, SAM delivered a powerful music track for the pre-game hype video shown on the massive scoreboard in Chase Stadium. The track unleashes a dramatic, trailer-esque blend of orchestral and synthesized elements – all driven by heart-pounding percussion that set the stage for the big event.
Absolutely LOVE the Elex Michaelson theme song
Best theme song on CNN by far
So catchy, I had to find out what it was
Great job!!!