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Audiobrain recently completed our sonic branding work for Scholastic’s Read 180, its top-rated, interactive, server-based reading intervention educational tool.  Our work involved music, sound design and effects, as well as strategy/hierarchy of sounds and their relationship in a learning environment.  For more on Read 180, click here.

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.

MLS Sonic Branding by Audiobrain: Rock Promo

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 and future initiatives for other MLS touchpoints. This is the rock version that appears in every television broadcast.

MLS Sonic Branding by Audiobrain: Choral Version

In additional to the long-term sonic branding initiative for MLS which consisted of the OMLS Official Theme, a special  choral version was created for the Championship Cup Finals. “We always had it in mind that the anthem should have a grand, choral version, but we went with the instrumental during the season so that the fans could get used to the music first. We are very happy with the response to the music- the fans have had an extremely positive response and we now have all versions as ringtones and downloads. The Choral version was recorded in New York at Audiobrain’s studios.

MLS Sonic Branding by Audiobrain: Official MLS Anthem Prague Recording Session

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. Here’s a look at the live recording session in Prague!

MLS Sonic Branding by Audiobrain: Dreaming of Beijing MLS Young Guns Shoot for Gold

After the creation of the sonic branding initiative for MLS, the sound is now rolled out to various other touchpoints. Here is the open from the MLS film featuring its Beijing Olympic hopefuls!

The newly formed United Football League (UFL) has selected Audiobrain as its sonic branding partner to launch the League this Fall. In addition to the sonic branding strategy, Audiobrain is composing the Official Anthem and network identity package for all in-show branded musical elements. We are excited to be part of this highly anticipated initiative!

Brand Attributes:

• Bold
• Social
• Clear
• Cool

Author David Meerman Scott sings praises of Audiobrain.  We had the pleasure of working with David after he contacted us to compose him a theme song for his branded identities.  David is a true jet-setter, traveling the globe spreading  positive vibes of global marketplaces.   David shows us how everyone is connected – even more closely than the famous ’six degrees of separation’ in many cases, we just have to wake up and see it!

If you ever have the opportunity to see David speak live, seize the day!  You will be inspired, we guarantee it.   And don’t forget to listen to the music as he gets to and from the podium – you’ll be able to hear some wholly original Audiobrain music.

]]> http://www.audiobrain.com/blog/2009/03/audiobrain-and-the-world-wide-rave/feed/ 0 http://www.audiobrain.com/blog/2009/03/the-theme-for-major-league-soccer/ http://www.audiobrain.com/blog/2009/03/the-theme-for-major-league-soccer/#comments Tue, 24 Mar 2009 14:38:13 +0000 Audiobrain http://www.audiobrain.com/blog/?p=20 All of us here at Audiobrain are huge sports fans, and when we had the chance to create a national anthemic theme for Major League Soccer we were very excited.  Now, every time you witness a professional soccer game, you’ll get pumped up by the music as the players enter the field – just know that it came from us!

This theme is now everywhere from Rhapsody, to iTunes, to eMusic.  Just so you can fully appreciate how universal this piece of music is, here are some examples of our theme in action:

A short Documentary on the Theme and what is means for the entire League:

Click here to view the embedded video.

Brand Attributes:

• Elegant
• Traditional
• American
• Optimistic
• Gladiator/Warrior
• Sophisticated – on par with other world soccer leagues

A short Rock version for Promotion:

Yet another perfect example of how, when done properly, branded music and sound adds tremendous value and continuity across many avenues.

Click here to view the embedded video.

A Formal, Symphonic Choral Version:

Click here to view the embedded video.

A Beijing Olympic Feature:

Click here to view the embedded video.