MassiveMusic updates Yesterday

New audio for the rebranded UKTV channel

24 JULY 2012, LONDON, UK
Summary
The London branch of MassiveMusic has created the new audio for the re-brand of UKTV Channel Yesterday. DixonBaxi, the brand agency behind the fully refreshed identity, commissioned MassiveMusic to create an audio identity that sits perfectly with the new distinct on-screen package. Each ident from the new package reveals content as slices of time and features a unique soundtrack.

LONDON, United Kindom, July 24 2012 – The London branch of MassiveMusic has created the new audio for the re-brand of UKTV Channel Yesterday.  DixonBaxi, the brand agency behind the fully refreshed identity, commissioned MassiveMusic to create an audio identity that sits perfectly with the new distinct on-screen package.  

Each ident from the new package reveals content as slices of time and features a unique soundtrack. 

Describing the challenges of the work, Paul Reynolds, Managing Director of MassiveMusic London said, "We didn’t want to just try and re-create sounds from the past by using foley and then pursue a more traditional sonic logo approach.  We wanted to create a detailed, textured and immersive sound world, adding weight and emotion to the drama, action, even serenity of the films." 

MassiveMusic composer Mark Adair adds, ‘We aimed to create an audio brand using music and sound design with a consistent overriding tone.  Although each ident feels part of the Yesterday family, the only common element is a simple reversed sound of a hammer hitting an anvil after each logo reveal." 

DixonBaxi’s Creative Director, Aporva Baxi, said of MassiveMusic, "We were really happy to be able to work so closely together to define the sound for Yesterday.  MassiveMusic’s audio development process allowed us to work in a highly collaborative way to mirror and enhance our visual concept."

Yesterday’s channel content is aimed at attracting a more diverse audience to the channel by providing programmes that are accessible and entertaining, while keeping history at the heart of its offering. The new logo and dynamic channel idents reflect the fresh scope of the channel, and will launch on-air on Tuesday 24 July 2012. 

Contact details:
MassiveMusic London Ltd
133 Curtain Road
London EC2A 3BX

Contact:                                                                                   
Paul Reynolds                                                                       
Managing Director                                                           
+44 (0)20 7234 7500                                                                       
paul@massivemusic.com

Contact:
Aporva Baxi
Creative Director and Co-Founder
+44 (0) 20 7613 1700
hello@dixonbaxi.com

Quotes
""We didn’t want to just try and re-create sounds from the past by using foley and then pursue a more traditional sonic logo approach. We wanted to create a detailed, textured and immersive sound world, adding weight and emotion to the drama, action, even serenity of the films." Paul Reynolds, MassiveMusic London Ltd.
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About MassiveMusic

MassiveMusic is a music agency with offices in Amsterdam, London, New York, Los Angeles and Shanghai. We believe in the social value of music – and how this transforms the way people connect and interact with brands.

MassiveMusic produces and composes music for the worlds of advertising, broadcast design, interactive, gaming and film. We also develop music strategies for global brands, provide music search and licensing services, create innovative music activations, scout new talent - and throw a mean party every once in a while. Our passion for music has not only ensured an award-winning reputation - but makes it so much easier to jump out of bed each morning.

MassiveMusic was founded in Amsterdam in 2000 - a time before the ubiquity of YouTube, OneDirection and the use of the colour orange. The company is proud to have sprinkled its melodic magic on many of the world’s biggest brands such as Adidas, Audi, Coca-Cola, EA Sports, Nike, Heineken, Sony and Volkswagen.

http://www.massivemusic.com

Services: Music Composing & Production, Search & Licensing, Sonic Branding, Music Strategy & Intelligence Music Consultancy, Legal & Management, Music Marketing, Music Intelligence.

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