Starting May 6, “Mornings will be sounding a little different at NPR,” Chief Marketing Officer Meg Goldthwaite said in a recent press release.
“Morning Edition” is getting a new theme song after decades with the same sound.
According to reporting by Current, NPR is keeping this close to the vest, although member stations got a preview of the theme in early February. However, the public has not yet heard the new song (or at least I couldn’t find a leaked version online).
Goldthwaite explained, “As we look to draw in new listeners to NPR programming and grow public radio’s presence on multiple platforms, a new theme will better reflect what ‘Morning Edition’ is today, and attract listeners who have yet to discover the leading news magazine’s dynamic mix of engaging, informative, and often surprising stories about today’s world.”
[Are Morning News Podcasts a New Competitor?]
NPR tapped Man Made Music as the collaborator for the project. The studio is behind the audio branding of AT&T, HBO, Nissan “Anthony Bourdain: No Reservations,” “CBS This Morning” and other iconic themes, according to its website.
The tune “references” composer BJ Leiderman’s original theme, creating a “recognizable sonic palette” the pubcaster says is intended to sound “warm, fresh, weighted, smart, modern, energetic and human.” If news of the change is making you feel nostalgic, Leiderman’s other credits include the songs that intro public radio staples “Weekend Edition,” “Wait Wait… Don’t Tell Me!,” “Science Friday” and American Public Media’s “Marketplace.” His website also showcases some decidedly quirky music videos that are a worth a look/listen.
