There are many broadcast outlets–radio and TV who have done a great job using an audio logo. In the sports world, you immediately think of ESPN’s “da-da-da, da-da-da” while Fox Sports has developed its sound through different versions of the same song, made initially popular when Fox Sports got the NFL contract.
Something I was watching jarred my memory and the sound was out of place. It was the end of a college basketball game on FOX and I heard this song. At first my brain processed it as a basketball version of the FOX Sports audio signature. Then it settled into my brain about 90 seconds later. This was not the FOX Sports audio signature. I rewound it back and watched and listened to the end of the game again. It was a song from the past that triggered other memories. Not college basketball memories.
The song that played out of the blowout win of Maryland over Indiana was the old “NBA on NBC” Theme. That song brought back memories of Michael Jordan in his heyday, great NBA stars and matchups, but this wasn’t NBC nor was it NBA basketball. It’s something that had been so attached to the NBA on NBC that it sounded out of place.
Imagine the Monday Night Football theme ending up on NBC Sports’ coverage of the NHL or Notre Dame. It was that strange and out of place. This isn’t an opinion on the original song “Roundball Rock” by John Tesh of all people, but of branding.
Think of your own radio station. Is there something you use in your imaging, promos, shows where listeners instantly know that it is your station and not just another sports station? ESPN and FOX Sports (minus the college basketball) have come up with their distinctive audio logos and sport specific music.
On most stations you’ll hear generic music and a big voices that isn’t unique to that station. You’ve traveled the country. Do people sound the same in Southern California, Texas, Chicago and Alabama? Of course not. So why should a local sports station in Los Angeles have the same sound as one in Texas, Chicago or Birmingham? It doesn’t make any sense.
Come up with a station logo and voice that fits your station and market. It should make your station and shows so unique, fans know it’s you the second they turn it on. Dare to be different. You’ll be impressed by your “new” sound!
Matt Fishman is a former columnist for BSM. The current PD of ESPN Cleveland has a lengthy resume in sports radio programming. His career stops include SiriusXM, 670 The Score in Chicago, and 610 Sports in Kansas City. You can follow him on Twitter @FatMishman20 or you can email him at FishmanSolutions@gmail.com.
Couldn’t agree more!!! Friend’s without the theme song wouldn’t feel right and the second it plays you psychologically click into fun mode because you know the hilarity that is about to happen. I couldn’t tell you that I’d ever use Farmer’s Insurance BUT I always bum bada bum bum bum at the end of every spot instinctually. The goal with imaging for all radio should be to recreate that and even something as short as the Netflix thump does the same thing. Take advantage of the musicians in your area and you can get something totally unique and low cost.