Stephen Arnold Music (SAM), the international music production company based in Dallas, just created a music package for the China Central Television International (CCTV), a global broadcaster reaching more than a billion homes. “Creating these themes may have been our most challenging project yet, but we loved every minute of it,” says SAM President Stephen […]
Stephen Arnold Music (SAM), the international music production company based in Dallas, just created a music package for the China Central Television International (CCTV), a global broadcaster reaching more than a billion homes.
“Creating these themes may have been our most challenging project yet, but we loved every minute of it,” says SAM President Stephen Arnold.
“The CCTV International sonic brand has a sense of sophistication, beauty and artistry to it, and at the end of the day it was fun to create. Assignments like this add to our love and passion for what we do.”
SAM created new themes to rebrand the sound for five international CCTV channels including CCTV English, French (African), Spanish, Russian and Arabic.
Working between SAM’s headquarters in Dallas and CCTV’s in Beijing, a distance of some 7,000 miles, SAM’s creative team made frequent visits to better understand the many differences between Eastern and Western Culture.
Because few CCTV managers spoke English, there were multiple meetings requiring the use of translators.
“We were involved in a top-to-bottom rebrand of one of the largest global news organizations anywhere,” says Chad Cook, SAM’s VP of creative.
“The music we made is being heard on channels that reach billions — not millions — of homes worldwide.”
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