Sonic Branding Agency Audiobrain Creates Brand Theme & Broadcast Package for PHF
Published on November 19, 2021 under Premier Hockey Federation (PHF) News Release
Emmy Award®-winning sonic branding agency Audiobrain has created the new Brand Theme and original broadcast package for the Premier Hockey Federation. The original theme debuted on November 6 with the launch of the 2021-22 PHF season and will be part of all regular season and playoff games on ESPN+, the exclusive home of the PHF in the United States.
Audiobrain, worldwide leaders in the burgeoning field of sonic branding, worked alongside the Federation to ensure the theme reflects the appropriate tone and feel within the newly-branded PHF. "We are truly pleased with the outcome of this music. It captures the spirit of the Federation and we're thrilled it will be heard nationally all season long", remarked Audrey Arbeeny, CEO and Executive Producer of Audiobrain. "This one is special to Audiobrain."
Audiobrain's musical element is built on the traditional orchestra with a blend of modern "synth sound" and on-field hockey sound design, setting the tone of the PHF, which represents "empowerment, inclusivity, and integrity".
"PHF's new and unique theme expresses an overarching sound that is energetic, motivating, and punchy, expressing the athletes' power and giving a gender-neutral feeling of sound. The ascending chord progression over the driven guitar represents the rising power of the athletes," added Arbeeny.
This innovative theme features a plethora of symbolic sounds from hockey- namely the skaters' movement and the iconic hockey stop. The hockey moments, interspersed with the music and the expressing the skills of the athletes, display the competitive and sporty characteristics of PHF.
"Every major sports league has a signature theme that captivates their fanbase by its sound," said PHF Commissioner Tyler Tumminia. "Our music has the perfect blend of soft and aggressive tones that I feel defines exactly who we are as a Federation. It's effective because it's memorable and people will quickly come to recognize that whenever it plays it's time for puck drop with the PHF on ESPN+."
Explained Michael Cohen, Executive Media Consultant of the PHF: "The League was looking to create an original theme that would help brand professional women's hockey on ESPN+. I worked with Audiobrain for over 20 years and they are experts in understanding how to find that iconic sound."
Premier Hockey Federation Stories from November 19, 2021
- PHF Weekend Primer: November 20-21 - PHF
- Sonic Branding Agency Audiobrain Creates Brand Theme & Broadcast Package for PHF - PHF
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