Turner Classic Movies Debuts a Joyful New Network Theme from Made Music Studio as Part of Brand Refresh
Turner Classic Movies needed to future proof for the age of streaming, they wanted a bold, fresh energy that could capture their new positioning, and it was essential to attract younger audiences without alienating current fans. So to reinforce their position as a leader in film from curation to context, TCM refreshed their look, sound and feel in the fall of 2021.
There are two driving forces within TCM’s brand refresh, 'Where Then Meets Now.' Anew visual identity created by Sibling Rivalry - distinctly modern with the boldness of Classic Hollywood in Technicolor - and their new Sonic Identity, designed by Made Music Studio.
Taking inspiration from dance across the decades, from Fred Astaire to hip-hop, we wanted to tell the story of TCM’s evolution, and relationship with culture, through music. With movement and joy flowing through every note, Made Music Studio created a sonic identity flexible enough to stretch across the network’s properties and touchpoints, from linear, apps and streaming, to cruises and film festivals.
Evoking optimism and paying homage to the films in the Turner Classic library, the rhythm of tap dance inspires TCM’s new sonic identity. Made Music brought in tap artist Caleb Teicher to help bring our concept to life with a tap sequence that serves as the foundation of the piece.
Bringing for than expansive definition of 'classic,' the TCM theme is a rich blend of musical styles, both early and contemporary. We layered in key bass and trap drum beats, giving the piece an altogether remixed feel. The final challenge was to really lean into the cinematic - to bring moments of symphonic weight to the story with string and horn orchestrations.
As a result, the culmination of the piece isa show-stopping grand finale maximising the thematic fusion of classic and modern. The final musical journey tells the network’s full story, spanning across spectrums of time, emotion, story and scope.
Turner Classic Movies launched their brand refresh in September 2021, and it’s a multi award-winning hit with the network’s devoted fans.
It’s the new sound of a classic, reimagined for modern ears. Turner Classic Movies - Where Then Meets Now.
