As part of a long-term sonic branding initiative, “Processional Anthem-The Official MLS Theme”, was composed specifically for Major League Soccer by Audiobrain and recorded with an 80 piece orchestra in Prague in 2007. The anthem, which has been played at every game since its debut at the start of the season to overwhelming critical acclaim.
The historic branded theme song is the cornerstone of a long-term sound branding initiative, which in addition to the athlete’s procession, consists of a television sound signature, rock versions, promos and future initiatives for other MLS touchpoints.
“We wanted something that would stand the test of time, become iconic, with an emotional core and heartfelt sincerity, in the tradition of other great anthems throughout the world. But this is an American League, so we wanted to add elements that were in an American style, like our string homage to Aaron Copland at the end, or the counter melody in the middle with the trumpet. In the end, everyone was extremely happy and excited, and the feedback from the fans has been amazing”.
“Audiobrain was the prefect partner for the creation of the MLS Theme Song. Their expertise on big events such as the Olympic Games plus their understanding of branding through music has been evident throughout the creative process”, says MLS Executive Producer Michael Cohen.
“We’re a young and growing league and, as we described to Audiobrain, we wanted to capture the feel of a young league looking out over a horizon of unlimited possibilities,” Deputy Commissioner Gazidis said. “I think this piece of music superbly captures the emotion we wanted.”
Audiobrain’s long-term sound branding initiative for MLS, which in addition to the Official MLS Theme Song and athlete’s procession, consists of a television sound signature, rock versions, promos, ringtones, iTunes and many other touchpoints. Hear them all here, as well as a behind the scenes look at the Prague recording session.
Audiobrain created the original score for this feature that aired during the Colts/ Giants game, highlighting the relationship between the team’s quarterbacks/ brothers Peyton and Eli Manning.
Audiobrain is involved in a sonic branding initiative for Design Management Institute (DMI), an esteemed organization that we have been longtime members and sponsors of. In 2008 we created branded music for the conference environments. In 2009, DMI rolled out its new visual identity and we created a sound logo and scored the brand video DMI : You Are Connected.
Audiobrain was chosen to score the signature film for the The National Track and Field Hall of Fame on the sport which now resides permanently in the Museum’s Theatre. Additionally, the film was shown at Madison Square Garden during the Millrose Games, Track and Field’s most prominent indoor competition.
Audiobrain recently completed a sound branding initiative for Virgin Mobile U.S.A. which included their sound branding strategy, logo, ringtones and power up/ power down signatures for their new phones. The branded sounds will be included all Virgin Mobile USA products. Here is an example of the sound logo.
Audiobrain has developed a long-term sonic branding strategy, sound logo, customized radio stations for retail environments, and hand crafted door slides that play the sound logo. Hear VP of Marketing Jim Craig discuss the ongoing sonic branding initiatives.
Audiobrain's unique expertise in sonic branding, strategic planning, original composition by our six award-winning composers, sound design, editing, mastering, music licensing, coding, and high end implementation is unparalleled in our industry.
