A-MNEMONIC Turns Up the Volume on Chaos for ITV’s '99 to Beat'

A-MNEMONIC have created the sonic branding for ITV’s new Saturday night gameshow “99 to Beat”, producing the music for the titles theme, stings, and key format moments.  

Tasked with capturing the show’s bold and bonkers spirit, A-MNEMONIC’s composers Andrei Basirov and Toby Jarvis produced a dynamic, high-energy sonic branding package, designed to heighten the excitement of the show, and be instantly remembered.  The brief called for a strong musical identity with an easily attributable hook and melody.  Fun and a little bit out there, for a family-friendly, 6pm Saturday night slot.

Described in The Guardian as “a fantastically silly family-friendly Squid Game” - 99 to Beat is a fast-paced gameshow that quickly descends into chaos. Hosted by soap star brothers Adam and Ryan Thomas in their first presenting role, the show sees 100 contestants battle through a series of ridiculous challenges, all in a bid to make it to the very end and win a £25k cash prize.  The catch?  They just have to avoid coming last.  

99 to Beat is broadcast Saturday evenings on ITV1, and streaming on ITVX.  With its unique blend of competition and chaos, and a soundtrack to match, it’s set to be a game show to remember.