in the past several months, including during the Super Bowl, you’ve probably heard the network’s new five-note mnemonic. The cue now appears in most CBS promos and I.D.s and has become CBS’ audio signature, often paired with the classic network tagline “This Is CBS.”to create three new songs that incorporate both the five-note cue and old audio of a network announcer intoning, “This… Is CBS.
The five-note mnemonic was created by the audio studio Antfood, based on sounds it found buried in a 1950s CBS News opening. The cadence mimicked the voice inflections made by CBS booth announcers saying “This Is CBS.” For CBS chief marketing officer Mike Benson, that’s exactly what he was looking for: “How do I take something old, something familiar and make it feel fresh and new and relevant,” Benson said. “We decided, let’s bring ‘This Is CBS’ back in a way that is through music.
“We gave him the five-note mnemonic that we created with Antfood, and we gave him the CBS booth announcer voice track,” Benson said. “I gave him a little direction and then he came back with one cut, I fell in love with that. And I said now, can you do something that’s got even more of a chill vibe to it, and he did that. And then I said well can you do something now that’s got almost more of a Coldplay vibe to it, and then he came back with that.
CBS tapped Lakeshore Records to distribute “This Is CBS Remixed” to more than 90 music platforms. And CBS has also created artwork, music video and Spotify canvas videos to go along with the songs featuring Easter eggs that reference past and present CBS properties.
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