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.”
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The new themes will embody Classic FM’s commitment to bringing music to life across the station working under the campaign banner of ‘Where Music Lives’.
On hearing her own composition presenter Julia Lester said: “We have the essence of the ACO playing a piece of music that was written about my genetic material and broadcasting – I want to cry really, it’s amazing.”
ABC Classic FM presenter Christopher Lawrence’s DNA music composition:
Lawrence’s score:
