The Importance of News Music in 2023 and How it Shapes Your Brand
News Music in 2023, Why It's more Important Now Than Ever Before.
By Randy Wachtler
If you’re a local, regional or national broadcaster the competition to attract and retain new viewers has never been more challenging. Competition is fierce for eyeballs and brand loyalty, so it’s imperative that networks and stations offer a news product with the content and presentation qualities that address both.
It’s the job of your news teams: anchors, reporters, producers, writers and editors, to assemble newscasts that are professional, accurate and which ultimately result in the viewing habits that generate ratings and revenue.
The second, and perhaps critical factor determining your success is PRODUCTION VALUES. Sets and graphics are certainly important components to how your product is presented and perceived- but there is nothing that speaks to the reaction, emotional appeal, and perhaps most importantly, the RECALL of your product than MUSIC! Music and sound are a universal language that speaks to us on the most basic of levels. It’s an art form that gets to you through your ears and rests under your skin! How many tunes or lyrics can you recall without even thinking hard? Most of us can recall important life events tied to songs. Music is food for the soul that sticks with you over time and gets even better with repetition. It’s that familiarity that creates a unique kind of comfort and trust.
You’ve probably viewed newscasts in other cities, only to turn on the local news and hear a more memorable sound. It seems obvious when you tune in to the national news that all the above is presented at a very high level. So why don’t local stations do the same?
Too Expensive? Too time consuming? Would you be surprised to know that you could access the same people who created those themes, to create or license music at a fraction of the cost you might expect?
Do yourself a favor and listen – REALLY LISTEN – to your competitors. Do they sound like market leaders? …or do they sound like followers, where the music and sound design presentation is an afterthought?
Is it really worth saving a few hundred dollars by finding the cheapest music available or even try to get it for free? We’ve all seen and heard stations that look and sound awful only to be at the bottom of the ratings. A memorable melody or strong “hook” has been proven to attract audience loyalty simply by allowing viewers to develop the relationship and recall that can truly set you apart!
This is absolutely one of the most critical building blocks that can make your product “. A BRAND”
“The pros at 11/One Music are the best in the business as far as I’m concerned. Through the years we’ve developed many memorable and award winning packages and pieces together. Randy and his team are creative yet collaborative at every step in the process. You’ll never find a better source for great music!” - Marshall Hites, 2019 PROMAX Lifetime Achievement Award-winner
Here's an example of a new package entitled “True News” we created and subsequently licensed to WSMV-TV in Nashville https://www.11onemusic.com/music-package/MTI0LTgzZjZlNQ
Can you easily pick out the 9 note “hook” or “melodic phrase”?
This recognizable melody is the audio identity or “Sonic brand” of your news program.
Up to this point we’ve discussed News Music packages and creating a memorable news brand.
So is creating an original melody/hook and developing a music package only for large broadcast networks? Not at all, in fact I’ve worked with many GMS, CSDs, VP’s of Marketing over the years in NY, LA, Chicago, Mumbai, Shanghai and many more. Many of the packages we created at 615 Music are still on the air after 30 years. KTLA-TV, KCAL-TV, WGN, WPIX-TV, STV, IBN-CNN and more. Now that’s some staying power!
Let’s look at Production Music Libraries and their role within the broadcast day. It would be naïve to think a news package could provide all the music needed for the entire day so most broadcasters license libraries to fulfill all the other needs during the day for promos, ads, PSA’s, etc. Most libraries available today have every conceivable genre and provide all the edits and minus mixes needed. Here’s an example of a cut from the 11 One/Music catalog and a cut entitled “Worth the wait”.
https://11onemusic.sourceaudio.com/track/48648439
Randy Wachtler is the President of 11 One/Music, founder of 615 Music, PMA (Production Music Association) co-founder and former CEO of Warner Chappell Production Music.
#newsmusic #productionmusic #sonicbranding #expressionthroughsound #newsthemes #11onemusic