Sonic Branding Leader Helps CNN Tell the Stories Behind History
, the internationally acclaimed music production company serving the creative and broadcast communities worldwide, has created moving and inspirational music for CNN’s coverage of “9/11- Ten Years Later.” The news network will use the music in a range of shows and promotions during the week leading up to the commemoration, and a secondary, more sparse arrangement will play behind CNN’s live coverage of the unveiling of the 9/11 Memorial on Sunday, Sept. 11, 2011.
“Being entrusted with this tremendous responsibility is an honor and a thrill for us,” says Stephen Arnold, president of the Dallas-based company. “It reminds us of why we became musicians in the first place – music’s power to heal, to translate and elicit emotions, and to draw us together as humans.”
In the creative process with the network,
requested that Stephen Arnold Music compose music that carried a sense of dignity and remembrance. At the same time, the music had to fulfill more practical needs by effectively branding and unifying CNN’s weeklong coverage of the commemoration.
Stephen Arnold Music balanced all these considerations and composed a memorable thematic melody over subtly powerful chord changes that marks the historical moment and simultaneously inspires a sense of moving forward.
In the main theme, “9/11: 10 Years Later,” those sentiments are given voice primarily by strings, French horn and orchestral percussion. This music will support CNN programs during the week and through the Sept. 11 coverage, including:
* Dr. Sanjay Gupta Reports: Terror in the Dust (Sept. 7 at 11 p.m. ET/8 p.m. PT and Sept 10 at 9 p.m. ET/6 p.m. PT)
* Beyond 9/11: Portraits of Resilience (Sept. 9 at 11 p.m. ET/8 pm PT and Sept. 10 at Sept 10 at 8 p.m. and 11 p.m. ET/PT)
* Footnotes of 9/11 (Sept. 11 at 8 p.m. ET/5 p.m. PT)
* Beyond Bravery: The Women of 9/11 (Sept. 11 at 9 p.m. ET/6 p.m. PT)
The second, sparser arrangement will accompany live coverage of the official dedication ceremonies of the 9/11 Memorial at the site of Ground Zero in Manhattan and in Shanksville, Pennsylvania. This second arrangement, titled “9/11: Memorial,” features classical guitar, strings and a touch of female voice.
“This assignment continues our longstanding relationship with CNN,” says Chad Cook, vice president of Creative Services at Stephen Arnold Music. “Still, this opportunity is unique. Branded music is about making an appropriate emotional connection with the viewer. The range and complexity of emotions surrounding 9/11 goes far beyond words. We were very proud to take on the important and sensitive task of translating these emotions to music.”
To hear “9/11: 10 Years Later and “9/11: Memorial,” go to
For more information on Stephen Arnold Music, visit
About Stephen Arnold Music
Stephen Arnold Music, based in Dallas with an office in San Diego, and additional studios in Santa Fe, is an internationally acclaimed music production company servicing television networks, cable channels, TV stations, film houses and advertising agencies worldwide. Widely regarded as the leading producer of original music for the broadcasting industry, the company’s music compositions are heard daily in over 100-plus million American homes.
# # #
ignite strategic communications
Sally Christgau (
Chris Purse (