The Evolving Role of Music in Sports Broadcasts
Music and sound play a major role in the sports world from in-stadium hype to fan experiences, content, broadcasts, and branding. And everyone from teams, to leagues, to networks is after a distinct sound. But as viewing habits change and regional sports networks decline, how do music and sound continue to impact the game?
Regional sports networks (RSN’s) came about in the late 1960’s when Madison Square Garden Network began broadcasting Knicks and Rangers games to subscribers. PRISM and Cablevision later followed with a similar offering of having all your local team’s games on one channel. This model continued to grow throughout the 80’s and 90’s as investors recognized the viewing and advertising potential. And like any broadcast entity, RSN’s like FSN, Bally Sports, and YES Network carefully branded their visual and sonic identities to connect with regional fans. For the most part, if you wanted to watch sports, you turned to either the national broadcast or your RSN.
The catch? RSN’s depended on cable and satellite subscribers to retain audiences, attract advertisers, and collect fees. But, what happens when viewers find alternatives to cable and satellite? Cord-cutting began as a revolution against high prices. It has since evolved into the Wild West – a multi-faceted industry of monthly subscription fees, streaming services, and fly-by-night FAST channels and apps. RSN’s no longer had the upper hand on regional sports viewership and distribution, causing many to lose their team contracts or fold altogether – throwing the sports broadcasting industry into a state of flux. Viewers are left juggling multiple monthly bills just to see their favorite teams, while teams and leagues are exploring new avenues to reach fans.
No longer under RSN contracts, teams and leagues are seizing the opportunity to produce their own broadcasts – and as you might expect, each needs to be visually and audibly distinct. For creative agencies and production companies this means a steady stream of new opportunities. In many ways, this makes a lot of sense – teams and leagues already incorporate audio and video into branded content as well as in-stadium and fan experiences. Introducing broadcast music into the equation creates even further efficiencies, possibilities, and brand consistency.
Over the past three decades, Stephen Arnold Music (SAM) – The World Leader in Sonic Branding® – has worked with teams and sports production companies to create distinctive brand sounds. The aim is to build an emotional connection with fans that is forever associated with a team. A few recent projects include:
Dallas Mavs | MavsTV
When the Dallas Mavs brought game production fully in-house and launched their OTT platform, MavsTV, they needed a partner who could match their vision and accelerated timeline. Anchored by a fully orchestrated 3-minute score, the Mavs’ growing suite of themes now includes dramatic, NBA Cup, and 80s-inspired “Hardwood Classic” variations.
New Orleans Pelicans
Gray Media partnered with SAM to create a full sonic branding and custom music package for its New Orleans Pelicans NBA broadcasts. Recorded live with local New Orleans musicians, the upbeat and soulful theme captures the city’s signature sound, giving the broadcasts a bold, distinctive sonic signature that reflects New Orleans’ vibrant spirit.
Seattle Seahawks
The Seattle Seahawks called upon SAM to develop an original theme for their television and radio game presentations and broadcasts, as well as for use in show productions and digital/social media. The comprehensive and modular score features all live orchestration.
Atlanta Braves
SAM was brought in to create custom sonic branding for Gray Media’s newly launched slate of Atlanta Braves baseball games. The dynamic 3-minute theme is bold and energetic with live orchestration and electric guitars, making it highly adaptable to a range of programming and marketing media.
However the sports broadcast industry shakes out, it all comes down to compelling experiences, and live sports are made more so with the right soundtrack. No other medium evokes emotion and recall better than sound. Couple this with the passion for sports, and you’ve got a winning combination that can truly move audiences.