Stephen Arnold Music crafted a new theme for Gray Media and Raycom Sports broadcasts that mixes live orchestration with Atlanta’s hip-hop roots.
Chad Cook, president and creative director of Stephen Arnold Music, laid out the plan clearly. “Our goal was to give Gray Media a recognizable sonic identity as a sports content provider, with a musical foundation that could support an entire broadcast package,” he said, according to Sports Video Group. The team wanted to move away from generic sports anthems and create something that belongs specifically to Atlanta.
Why The Old Sound Felt Flat
Most NBA broadcasts sound the same because they rely on safe, interchangeable music. The new package fixes that by using two long-form modular themes designed for the fast pace of a live game. Cook told Reel 360 News that the longer compositions feature multiple sections and hooks that can be pulled apart for different moments. This gives the broadcast team a flexible toolkit for game transitions, IDs, and promotional spots.
Raycom Sports produces all non-nationally televised Hawks regular-season games where the music will air, according to Sports Video Group. You will hear it on Atlanta News First, the Peachtree Sports Network, and Prime Video. It also hits Gray Media stations across Georgia, including Albany, Augusta, Columbus, Macon, and Savannah.
A Sound That Fits The City
Atlanta is a global capital of hip-hop, so ignoring that influence in a broadcast score is a mistake. To craft the hip-hop elements with a regional sensibility, Stephen Arnold Music collaborated with artist partners.
The work builds on Stephen Arnold Music’s earlier sonic branding for Gray Media’s partnerships with the Atlanta Braves and the New Orleans Pelicans. While each package is tailored to its sport and market, they share a melodic foundation. This continuity helps fans instantly know which Gray Media sports show they are watching, even if they just turned on the TV.
What Fans Will Hear Next
The new sound arrives just as the Hawks face the Washington Wizards on Wednesday. Fans can catch the games on WANF’s free over-the-air signal or through major pay-TV systems like Xfinity, Spectrum, DirecTV, and DISH Network. The music will also play during pregame and postgame coverage to keep the energy high.
Should the work prove successful, audiences will recognize the broadcast content without needing to view the screen.
