(5 min read)
When compelling stories and evocative soundscapes come together, the result is magical. They uplift each other and create moments that are more impactful, standing out in a world full of noise.
Whether it be storytelling through song, radio programming, podcasts, live-streaming, or documentaries, those moments can change hearts and minds. 88Nine Radio Milwaukee is an independent radio station and NPR Member station that we’ve been partnered with for years. Their mission embodies a dedication to storytelling with purpose, injecting it into every aspect of their brand.
Through music and stories created for a culturally open-minded community, 88Nine Radio Milwaukee is a catalyst for creating a better, more inclusive and engaged Milwaukee.
So when our friends at 88Nine asked us about creating a sonic logo, we instantly saw an opportunity to design the perfect punctuation point for their unique brand of stories and Milwaukee-based programming.
With purposeful direction and valuable input from the 88Nine team, and an open spirit of collaboration that extended to looping in singer/songwriter Christopher Porterfield (Field Report), we were able to pull together something completely original under the guidance of TLL Founder and Creative Director Daniel Holter. Together we crafted a recognizable piece of audio that delivers on the mission and personality of the station.
Director of Content Nate Imig shared just how far-reaching and vital the :10 imprint is :
“We use the vibrant sonic branding to stamp nearly all of Radio Milwaukee's Youtube and Facebook Video content. We also use it in our live video streams, like 414 Live Variety Hour and Studio Milwaukee Sessions. The sonic ID is also heard on the air in legal IDs and other imaging.”
Beyond just the practical placements of an audio logo, there are the intangibles that come from an organization having their own custom sonic branding.
“It has truly elevated our content marketing, adding a professional sound and building continuity between platforms with a bright and recognizable tone,” says Imig. “I think of it like a friendly fist-bump from our brand, no matter where you engage with us!”
The sonic logo is now a vital part of their holistic approach to audio storytelling, along with selections from our catalog of production music.
Adding to their on-air and visual programming, podcasting is another format that 88Nine has explored as a way of telling even more stories. Whether you’re checking out their newest podcast discussing systemic racism By Every Measure, learning about the Milwaukee culinary scene in This Bites, or exploring the history of the birth of Milwaukee Hip-Hop on Backspin, you can hear our handcrafted sonic inspiration underscoring each of these exclusive podcasts and more.
Regarding the use of our production music in their podcasts, 88Nine Podcast Editor Kenny Perez says “From quirky to serious, I love having access to music that fits every emotion. The License Lab has the sounds we need to execute and polish our podcasts.” When you partner our select production music with the custom sonic logo and 88Nine’s dedication to top-tier reporting and storytelling, the result is an intentional, refined brand that stands out, engages their listeners and supporters, and extends the organization’s reach throughout the region and beyond.
88Nine Radio Milwaukee continues to tell stories that are uniquely Milwaukee. It’s been a joy to watch their organization grow, utilizing our music as a vehicle to help spread their message and mission, connecting more and more people. Together, we will continue conjuring magical storytelling moments that make this place we call home shine just a little bit brighter.
Here’s a playlist of some TLL tracks you’ll hear on 88Nine podcasts :
Related Albums/Playlists:
