Its been thirty years since the Premier League launched - arguably the most exciting league in the world. Its provided fans with some of the most emotive and recognisable moments in footballing history, far too many to start reeling off.
Football fans can immediately recall a favourite goal, controversial booking or career-ending foul. Ask them what the logo is and chances are a lion springs to mind. But if you ask a fan to recall the Premier Leagues anthem, they might be a bit slower to respond, despite the fact its heard every time teams walk out at a fixture.
From its inception, The Premier League has behaved like all good challengers should - its experimented with styles and genres - from compositions to popular songs depending on the era. But, as it enters its third decade as an established and grown-up brand, is it time for it to settle on a sonic strategy that is rooted in its values and legacy, and stick with it?
As a music and sound agency that has worked extensively with brands in and out of the world of sport, including the Premier League, were continually asked to replicate something like the Champions League anthem in briefs. Its understandable - its one of the greatest rousing and recognisable sporting anthems ever created and emotionally engages both fans and players as they prepare to take on a game on the greatest stage.
But, whats been refreshing to see is that the Premier League didnt do this.
Instead its provided us with a really varied range of anthems to listen to over the years. From the licensing of Kasabians popular Fire to the electronic dance track which accompanied the 2004-07 seasons, as well as a sprinkling of the more traditional orchestral type pieces here and there. The league should be applauded for its bravery with regards to how it has had fun with its sonic identity over the years in its quest to find a sound which satisfies the plethora of stakeholders and challenges that a brand as all encompassing as the Premier League has to do.
The Premier League is a quintessentially English brand but is also the most watched sports league on any continent at any one time during the season. Its challenge over the past few years, as its become more globally lucrative, is to appeal to a truly global audience. Additionally, in an era of fragmented licensing, the league itself is now having to compete to be foremost in fans minds above an array of broadcasters who now have the rights to matches and who have their own sonic identities. Its critical the Premier League has a sonic identity that uses the insights procured over the last thirty years of experimentation to ensure its sound resonates best with fans and stands out amongst the crowd.
So how can the League achieve this? If the last thirty years of sonic experimentation have taught the Premier League anything, it should be that the anthems that resonate best with fans are those which are heavily focused on reflecting the values and cultural zeitgeist that is the Premier League. Values that were so emphatically defended in the enormous backlash that came in response to the announcement of the launch of the Super League. This passion from fans is the sort of sentiment that its sonic identity should seek to encapsulate. But must also make sure that this sound reflects the genuinely innovative and progressive cultural movement it represents.
This is similar to the challenge MassiveMusic faced when creating the sonic branding for the brand Philips, a brand with a huge number of touchpoints and a presence all over the world. They opted for a sonic strategy to unify the brand experience and catered to all its users without it sounding generic. Together with the brand, we transformed its sonic identity across the board with a future-proof strategy, radically changing the brand recognition and helping to put consumers experience at the core of the business.
So what next for the Premier League? For all the twists and turns we see each year there is an opportunity for the Premier League to properly put down some deeper roots in its sonic brand - one that will encapsulate the emotion, drama, legacy and future, embedding in the hearts and ears of new generations of fans for years to come.
For example, how could it really use all its touchpoints more effectively with sound? How will new generations of football fans experience the game? How could the Premier League sound in the metaverse? There is a great opportunity for the Premier Leagues next sonic identity to be an enduring celebration of the amazing impact that it has had and continues to have on our culture, which has far transcended the sidelines of any stadiums. I know Im excited to see how the next thirty years pans out as we experience the ongoing excitement, anticipation, joy and heartbreak the Premier League offers across new platforms and experiences.
Paul Reynolds is MD EMEA and operations director at global music and sound creative agency MassiveMusic
Read more from the original source:
The Premier League at thirty - what should it sound like next? - Broadcast
- NBC Has a Huge Opportunity with Law & Order: SVU's 25th Season - CBR - Comic Book Resources - November 30th, 2023 [November 30th, 2023]
- Seeding a gay community in LA, the gay liberation revolution - Los Angeles Blade - November 30th, 2023 [November 30th, 2023]
- Britney Spears's 'Baby One More Time' music video debuted on ... - Yahoo Entertainment - November 30th, 2023 [November 30th, 2023]
- 13 Of The Greatest And Most Famous Britpop Bands - Hello Music Theory - November 30th, 2023 [November 30th, 2023]
- The top advertising campaigns of 2023 according to Australian ... - AdNews - November 30th, 2023 [November 30th, 2023]
- The 25 Best New Movies Streaming in November 2023 - TheWrap - November 30th, 2023 [November 30th, 2023]
- Jets' Aaron Rodgers 'attacking' rehab, eyes return this season - WABC-TV - October 3rd, 2023 [October 3rd, 2023]
- ESG counteroffensive is missing big guns - POLITICO - POLITICO - October 3rd, 2023 [October 3rd, 2023]
- The increasingly radical climate movement, explained - Vox.com - October 3rd, 2023 [October 3rd, 2023]
- Imani Winds inspires with recital celebrating composers of color at ... - EarRelevant - October 3rd, 2023 [October 3rd, 2023]
- The Super Models Tells the Story of the Original Fashion Influencers - AnOther Magazine - October 3rd, 2023 [October 3rd, 2023]
- What constitutes a master? Don't ask Jann Wenner The Daily ... - Daily Free Press - October 3rd, 2023 [October 3rd, 2023]
- The Conviviality of Ivan Illich (Part I) | by O.G. Rose | Oct, 2023 ... - Medium - October 3rd, 2023 [October 3rd, 2023]
- SickKids unveils more future-focused VS campaign to match new ... - The Message - October 3rd, 2023 [October 3rd, 2023]
- Top 6 Iconic Classic Rock Bands of the '60s - American Songwriter - October 3rd, 2023 [October 3rd, 2023]
- Brent Harold: The renaissance of union logic - Arizona Daily Star - October 3rd, 2023 [October 3rd, 2023]
- German bishops conclude tense gathering with all eyes on Synod ... - Catholic World Report - October 3rd, 2023 [October 3rd, 2023]
- Slasher Saturdays: The Hills Have Eyes (1977) Vs. The Hills Have ... - Horror Obsessive - October 3rd, 2023 [October 3rd, 2023]
- Listen to Scott Drebit Discuss His New Book A CUT BELOW: A ... - Daily Dead - October 3rd, 2023 [October 3rd, 2023]
- Whitney Houston Hairstyles: Tribute to Her Unparalleled Elegance - PINKVILLA - October 3rd, 2023 [October 3rd, 2023]
- Frosted Lipstick, Chunky Highlights & Thick Eyeliner: Every Beauty ... - New Zealand Herald - October 3rd, 2023 [October 3rd, 2023]
- From Alphas To Betas: Science Says There Are Three Types Of ... - Evie Magazine - October 3rd, 2023 [October 3rd, 2023]
- Russell Brand is a product of the horrifically misogynistic noughties - Prospect Magazine - October 3rd, 2023 [October 3rd, 2023]
- The Enduring Magic of Lorde's Pure Heroine and HAIM's Days Are ... - Paste Magazine - October 3rd, 2023 [October 3rd, 2023]
- Climate activists: How far is too far in raising the climate alarm? - Daily Maverick - October 3rd, 2023 [October 3rd, 2023]
- Pride Anthems at WHBPAC June 2nd at 8PM - Hamptons.com - May 28th, 2023 [May 28th, 2023]
- The illuminating influence of Eric Huntley - Peoples Dispatch - May 28th, 2023 [May 28th, 2023]
- Want Sofia Richie Style? Try These Cheap Nordstrom Finds - Who What Wear - May 28th, 2023 [May 28th, 2023]
- What will Saudi-Iran rapprochement mean for the Palestinians? - +972 Magazine - May 28th, 2023 [May 28th, 2023]
- EU as Arbiter of Ideological Elegance? The European Conservative - The European Conservative - May 28th, 2023 [May 28th, 2023]
- Catholic theology yesterday and today: A Thomist's response to Dr ... - Catholic World Report - May 28th, 2023 [May 28th, 2023]
- Andy Warhol exhibition coming to College of DuPage - Chicago Tribune - May 28th, 2023 [May 28th, 2023]
- COVER STORY | Arlo Parks Embraces the Intimacy of Aliveness - Paste Magazine - May 28th, 2023 [May 28th, 2023]
- The Number Ones: The Black Eyed Peas' Boom Boom Pow - Stereogum - May 28th, 2023 [May 28th, 2023]
- 7 First-time ASTRA Exhibitors You Don't Want to Miss This June - Gifts & Decorative Accessories - May 28th, 2023 [May 28th, 2023]
- Curator Lesley Lokko on the Venice Architecture Biennale: 'It's about ... - Financial Times - May 18th, 2023 [May 18th, 2023]
- German revolution of 1848: A precursor to today's democracy - DW (English) - May 18th, 2023 [May 18th, 2023]
- The Hoxton, Lloyd Amsterdam to open 21st August 2023 - Hospitality Net - May 18th, 2023 [May 18th, 2023]
- Ruin America? Joe Manchin is just getting started. | Will Bunch ... - The Philadelphia Inquirer - May 18th, 2023 [May 18th, 2023]
- How the MTV logo captured the creative spirit of the 1980s - Creative Bloq - May 18th, 2023 [May 18th, 2023]
- I give up I cant do that: The song that made David Crosby want to quit music - Far Out Magazine - May 18th, 2023 [May 18th, 2023]
- How We Loved and Lost the Hot Girl Summer - The Swaddle - May 18th, 2023 [May 18th, 2023]
- 5 Laid Back Essentials From Faherty Prove The Hype - Fatherly - May 18th, 2023 [May 18th, 2023]
- 'How to Blow Up a Pipeline' director Daniel Goldhaber explains the ... - The Real News Network - May 18th, 2023 [May 18th, 2023]
- The Totally Rockin' History of Dr. Teeth and the Electric Mayhem - Collider - May 18th, 2023 [May 18th, 2023]
- Was The Hunger Games Renaissance Planned All Along? - GameRant - May 18th, 2023 [May 18th, 2023]
- Michael J. Fox Looks Back on Hollywood Triumphs, Setbacks and Why Parkinsons Is the Gift That Keeps on Taking - Variety - May 18th, 2023 [May 18th, 2023]
- It's Raining Ramen! A Brief History of Jewish Asian Fusion - Aish - May 18th, 2023 [May 18th, 2023]
- Ted Weber's Wesleyan Political Theology - Juicy Ecumenism - May 18th, 2023 [May 18th, 2023]
- What do the British Royals and Cleopatra have in common? - Firstpost - May 18th, 2023 [May 18th, 2023]
- Pakistan Army won't bounce back easily this time. Imran Khan ... - ThePrint - May 18th, 2023 [May 18th, 2023]
- Five years since #MeToo, Tarana Burke is looking beyond the hashtag - Yahoo News - October 15th, 2022 [October 15th, 2022]
- After Florence Pugh Freed The Nipple, Olivia Wilde Supported The Movement On New Magazine Cover - CinemaBlend - October 15th, 2022 [October 15th, 2022]
- Barbara Kay: The Movement to Normalize Pedophilia Hits a Roadblock, but We Mustn't Let Our Guard Down - The Epoch Times - October 15th, 2022 [October 15th, 2022]
- Is it Time to Decolonize Global Health Data? - Research Blog - Duke University - October 15th, 2022 [October 15th, 2022]
- Claire Foy Doesnt Think Women Talking Could Have Been Made Before #MeToo - Yahoo Entertainment - October 15th, 2022 [October 15th, 2022]
- Can the Congress rewrite its chronicle of a death foretold? - Scroll.in - October 15th, 2022 [October 15th, 2022]
- We need a strong nationalist as a president - Daily Sun - October 15th, 2022 [October 15th, 2022]
- The 19th Century Movement to Canonize Columbus - Catholic Exchange - October 13th, 2022 [October 13th, 2022]
- Audemars Piguet toasts 50 years of Royal Oak with new watches, book - New York Post - October 13th, 2022 [October 13th, 2022]
- Claire Foy Doesn't Think 'Women Talking' Could Have Been Made Before #MeToo - Yahoo! Voices - October 13th, 2022 [October 13th, 2022]
- Best Bets: 6 nights of live music at Wussow's and more - Duluth News Tribune - October 13th, 2022 [October 13th, 2022]
- Five Burning Questions: Bad Bunny Spends a 13th Week at No. 1 With Un Verano Sin Ti - Billboard - October 13th, 2022 [October 13th, 2022]
- San Diego artist uses creativity to uplift Black culture and 'determine how we are seen' - The San Diego Union-Tribune - October 13th, 2022 [October 13th, 2022]
- Steve Braunias on Peter Ellis case: 'Moral panic, contaminated evidence and an innocent ghost' - New Zealand Herald - October 13th, 2022 [October 13th, 2022]
- Constituency Statutes: The Overlooked Predecessor to the ESG Movement - JD Supra - October 2nd, 2022 [October 2nd, 2022]
- 10 books to add to your reading list in October 2022 - Los Angeles Times - October 2nd, 2022 [October 2nd, 2022]
- The Multiple Religions Coexisting Within the Catholic Church - Crisis Magazine - October 2nd, 2022 [October 2nd, 2022]
- 2023 Oscar Predictions The Rules of the Game - Awards Daily - October 2nd, 2022 [October 2nd, 2022]
- Kathy Sheridan: Brace yourselves for where Giorgia Meloni and Italy end up - The Irish Times - October 2nd, 2022 [October 2nd, 2022]
- The rise and fall of Sir Philip Green, the retail king who fell from grace - Evening Standard - October 2nd, 2022 [October 2nd, 2022]
- The lying flat movement standing in the way of China ... - Brookings - September 29th, 2022 [September 29th, 2022]
- Namwali Serpell Distills the Disorienting Experience of Grief in 'The Furrows' - Shondaland.com - September 29th, 2022 [September 29th, 2022]
- Dance & House Music Ruled the Summer. What Now? - Complex - September 29th, 2022 [September 29th, 2022]
- It is time to back a new party in the elections - Morning Star Online - September 29th, 2022 [September 29th, 2022]
- The empty feminism of Dont Worry Darling - The Guardian - September 27th, 2022 [September 27th, 2022]
- Sunburn The morning read of what's hot in Florida politics 9.26.22 - Florida Politics - September 27th, 2022 [September 27th, 2022]
- GOP candidate Trevor Lee ran a secret Twitter account that attacked LGBTQ people and Utah Gov. Cox. Now he's been rebuked by Republican leadership. -... - September 27th, 2022 [September 27th, 2022]
- Peeling Back the Slasher-Inspired Look of HBO Maxs Pretty Little Liars: Original Sin with Cinematographer Anka Malatynska - Dread Central - September 27th, 2022 [September 27th, 2022]
- If theres a settlement, XRP will pump: Finder founder and other experts speculate on ... - Stockhead - September 27th, 2022 [September 27th, 2022]