Eardrum enlist geneticist to create new branding for ABC Classic FM
Audio specialist agency Eardrum enlisted the services of a geneticist to create the new branding for ABC Classic FM.
Noise International’s Bruce Heald composed bespoke musical scores for each of the station’s presenters, based on their genetic make-up, which were then performed by the Australian Chamber Orchestra.
Eardrum’s creative director Ralph Van Dijk said: “After totally immersing myself in the station it was apparent that the presenters absolutely live and breathe classical music.
“So I approached a couple of geneticists with the idea of creating music from a person’s DNA. We refined the idea to focus on the visible characteristics, such as hair and eye colour and whether your earlobes are attached.”
It’s an ABC station, It plays classic music. It’s on the FM band. Why the frig do you need to ‘rebrand’ it? It’s got an obvious rusted-on audience that’s not going anywhere (well, not until they die). What on earth is the ABC doing spending money on this rubbish?
Come on Jack… Its a good idea, I’d never listen to Classic FM but I’m intrigued enough to tune in or at least visit their site to find out what the presenters genetic compositions sound like. Its something new, well done to those involved.
It is a con. And it’s horrible. I listened. Like a limp handshake. In fact it’s poor branding.
This is exactly where radio needs to go. I am a part time composer and worked as a Music Director and a Program Director with mainly commercial radio (30 years). For some stations, we developed a system; each piece (or song) had beginning not and end note. This may not seem like much, but by coding and matching all the broadcast elements, the stations overall sound, no matter what the music rock, classical,pop or electronic et al was as a single composition; branding if you like. The open theme for each announcer was chosen by the announcer…but Bruce Healds compositions take this one step further. The more the music relates to the presenter, the more personal the program becomes. Radio is personal..well….. good radio is personal.
Nice idea. Also good to see they’ve stuck with single presenters.
‘Teams’, meh.