Sixième Son is a global sonic branding agency that creates long-lasting sonic identities, designs sonic interfaces for human-machine technology and provides soundscapes for environmental brand experiences.
Sonic branding for TEGNA news channels
As news-watching moved from TVs to handsets, Tegna, realized it needed to simplify and enliven its graphics. But the traditional news music with its big orchestras, trumpets and trombones, no longer fit the crisp new graphics.
The music needed to move into fresher, cleaner and more contemporary territory.
A bright new audio universe was created for signals, opens, alerts, transitions, beds, bump-ins and bump-outs.
The signature sound captures the Tegna brand: community-oriented, clean, curated, focused, audience-centric and forward-looking. It stands out as cleaner and less emotionally manipulative than the typical trumpets and trombones of news music
The new graphics and music have rolled out across Tegna stations all around the country and, later, a follow-on set was created to give the stations more options to choose from.
The Director of Marketing, Meredith Conte says, “We went non-traditional with the music. It’s a street sound that includes the sound of human instruments, such as clapping, stomping or human voices”.
As one of our marketing directors said,‘it puts a lot of soul into a soulless category.’ It reflects the humanity of our journalists and the stories we tell.”