Stephen Arnold Makes Music For Scripps News Network

Stephen Arnold Music created the sonic branding music package for Florida 24 Network, the newly-launched statewide news network from The E.W. Scripps Company.

The Florida 24 Network launched in June through the collective efforts of the Scripps stations in the Miami, Tampa, West Palm Beach, Tallahassee and Fort Myers markets. It is available to viewers on streaming platforms including Roku, Amazon Fire TV, Apple TV, Android TV, and over the air in West Palm on WHDT Channel 9 and WFTX Fox 4 in Fort Myers.

Stephen Arnold Music tapped into the diversity, spirit and dynamism of the Sunshine State in creating a flexible, multifaceted sonic branding package for use in show opens, IDs, promos and other media.

“Florida is more than its beaches,” says Matt Borek, Florida 24 Network Director of Digital. “It’s a working state, home to millions of people and a place where impactful stories need to be told. The sonic branding designed by SAM communicates that and does so with a modern edge. The Florida 24 Network stands out from other news sources in Florida.”

Stephen Arnold Music collaborated on the project with Borek and Florida 24 Network’s Director of Content Nicole Wolfe.

Sonic branding can convey emotions and values that are difficult to express in words.

Chad Cook, Stephen Arnold’s  VP and Creative Director, notes that Florida 24 Network’s sonic identity evokes the state’s diverse population in a subliminal way.

“It feels like Florida,” he says. “It’s rooted in a rhythmic approach inspired by different musical genres prevalent in Florida, including pop, Latin and Cuban.”

As Florida 24 Network can be accessed by viewers both via over-the-air (OTA) television and various OTT devices, the music and audio needed to translate to all platforms.

Borek says the sonic branding is already drawing a positive response and has helped the new network get off to a great start.

“We’ve designed the look, feel and sound of the network to fit our audience— whether they are cord cutters who are streaming us over the internet, or traditionalists watching over the air,” Borek says. “The network is on the platforms our consumers are and it covers the important stories worth caring about.”

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