"The Charlotte Symphony decided it wants a sonic logo, so it got a composer to write a seven-second piece of music for the orchestra. MARY LOUISE KELLY, HOST: It's not every day that an orchestra commissions a new piece of music, especially one designed to last just a few seconds. The Charlotte Symphony Orchestra did just that. They wanted what is called a sonic logo, and now it's likely the first U.S. orchestra to have one."
"TEEL: Ryan enlisted the help of Grammy-winning composer Mason Bates. Bates says while he wanted to capture the depth and excitement of a symphony's performance in just a few seconds, he'd never composed anything that short. MASON BATES: It's hard in a fun way because you don't have the luxury of building any kind of a case. You have to kind of pull the listener in immediately."
The Charlotte Symphony commissioned a seven-second sonic logo and enlisted Grammy-winning composer Mason Bates to compose it, making the orchestra likely the first in the U.S. to have one. The orchestra updated its visual logo to a large C and sought an audio identity that signals an event when heard. Mason Bates described the challenge of conveying the depth and excitement of a symphony in only a few seconds and emphasized pulling the listener in immediately. Examples of sonic logos include Netflix's ta-dum, NBC's three chimes, and T-Mobile's jingle. Behavioral neuroscientist Susan Rogers said catchy, memorable sounds can prompt continued listening and broaden orchestral appeal.
Read at www.npr.org
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