MassiveMusic has partnered with creative agency DixonBaxi to create a new audio identity for the 2016/17 season of the Premier League.
The Premier League unveiled a new visual aesthetic earlier this year to coincide with the league’s decision to drop title sponsorship, and, to complement the new look, MassiveMusic has also revamped the audio identity to take it in an ‘equally striking and brave direction’.
The broadcast rebrand will reach an audience of two billion viewers as the Premier League delivers television feeds of all 380 Premier League matches to right holders around the globe.
Roscoe Williamson, head of branding UK at MassiveMusic, said, “DixonBaxi, DesignStudio and Premier League have gone for an ultra-contemporary look with the visual branding, and we felt that it was really important for us to do something with the music to reflect how brave they’d been with the visual aesthetic.
“The Premier League had an opportunity to own a space in music as we found that the majority of leagues around the world sounded exactly the same.”
MassiveMusic created an over-arching master theme for the brand, adapting it for different deliverable channels and creating a number of versions and variations for the Premier League’s broadcast shows.
Aporva Baxi, co-founder of DixonBaxi, added, “Creating a radical, new TV experience for the Premier League needed a brave, original soundtrack that matches the bold identity.
“Our concept was highly innovative for this genre and our long-standing partnership with MassiveMusic led us to choose them to help us develop a global, human and celebratory anthem for the world’s most watched football league.”