Gold – History Channel / A&E Networks and Sonic Lens
Sonic Lens worked with A&E Networks to create an audio brand for the History Channel. It had to sit comfortably alongside both programming of immense production value and gritty, reality shows, and everything in between. To achieve this flexibility, while still creating an ownable system, Sonic Lens used classic rock, a pioneering spirit and the notion of time as inspirations. Judges thought it was a well-developed strategy that linked history together with music. “A bold, but sensible approach - the result is convincing."
HISTORY CHANNEL / A+E NETWORKS - Sonic Branding
How can History Channel connect their vast portfolio across reality tv, premium historical dramas and multichannel?
Flexibility is paramount.
The mnemonic is the keystone to the HISTORY CHANNEL sonic identity system. It has to work be flexible enough to fit naturally into every possible situation, style and mood. Yet, this is not enough. This melody should also have the ability to blend seamlessly into scores across all musical styles.
Growing HISTORY's brand halo across content and touchpoints.
Social : "History Bite"
Social : Vikings GIF
Where did the Sound of History Channel come from?
History's audience has highest affinity scores with classic rock.
History's brand values have a strong correlation to classic rock.
Hands in the Dirt
Music Intelligence revealed an extremely strong musical correlation between HISTORY's brand values and the music of rock pioneers - artists like Led Zeppelin and Jimi Hendrix who personified the spirit of people who make history - not afraid to get their hands dirty, go against the grain, show some grit. Like History's audience.
Classic rock contains unique elements
The "Epic Downbeat"
The 'Epic Downbeat' and use of the Octave as a melodic device are uniquely early rock devices. A melody with these qualities would evoke the core DNA of the HISTORY brand no matter what style of music is being used.
Rock in its heart, then felt everywhere
Signature melody - classic rock
Signature melody - everywhere
The melody for HISTORY's mnemonic had to feel authentic as a classic rock riff first, but designed to translate across any other style. This extends HISTORY brand DNA across everything they do - authentic at it's very heart.
A+E Networks / History Channel
Matthew Neary / A+E Networks
Tim Nolan / A+E Networks
Kate Leonard / A+E Networks
Entertainment / TV
Jonathan Martin Berry
Marco Vitali / Sonic Lens
Executive Music Producer
Marco Vitali / Sonic Lens