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Stephen Arnold Music Drives CW33 “Express Yourself” User Generated Content Campaign With Energetic Original Song

World Leader in Sonic Branding Creates an “Instant Classic” to Get Dallas-Fort Worth Station’s Viewers Excited About Sharing Video, Images and Music

DALLAS, TX — CW33-KDAF TV doesn’t expect their viewers to just tune in — they also want the Dallas-Fort Worth station to be a part of their daily conversation. The solution for that challenge is their engaging new “Express Yourself” campaign, driven by a catchy original song from Stephen Arnold Music.

With “Express Yourself,” CW33 has a promotional vehicle that encourages viewers to interact with the station — uploading and sharing fresh user generated content in keeping with the campaign’s motivational theme. The foundation of “Express Yourself” is its song, an instant classic that’s heavy with hooks, written and produced by Stephen Arnold Music to forge an instant connection with viewers.

A perfect up-tempo mashup of new school funk-pop sensibilities and old-school Motown, Stephen Arnold Music’s “Express Yourself” combines a killer vocal with live organ, guitar, bass, brass and drums – plus plenty of catchy claps and whistles — to fire audiences up. The lyrics make the motivational message crystal-clear: “Be loud, be big, be true to yourself/You’re one-of-a-kind, there ain’t nobody else/Be hot, be cool – just do what you do/Don’t hide what’s inside cuz it’s time that you/Express yourself.”

The song was designed with modularity in mind. Stephen Arnold Music provided CW33 with a wide assortment of versions including :05, :10, :15 and :30 promos that highlight the station’s shows, news and contests. Each impression is a reminder that viewers should express themselves by sharing video, images and music that may be broadcast by the station or spread via its social media channels.

For CW33, getting the song right was essential to a successful campaign.

“Music is a common language that everybody understands,” Jamie Aitken, VP and General Manager of CW33/KDAF-TV, says. “We’ve had the words and logo ‘Express Yourself’ on air since January, but without a sonic brand behind it, it’s very two-dimensional. Sound is what drives people.”

Adds Roger Vertrees, Director of Creative Services for CW33/KDAF-TV: “We wanted a track that was timeless, so it was critical that we collaborate with Stephen Arnold Music to get it done right. They created an infectious original song that’s getting everyone involved.”

About Stephen Arnold Music:
Often referred to as the most-heard, least-known composers in America, Stephen Arnold Music’s creativity is experienced every day in more than 100 million homes throughout the U.S. Based in Dallas with offices in San Diego and New York, with additional recording studios in Santa Fe, “The World Leader In Sonic Branding™ has more than 20 years of success delivering impactful, brand-defining music that makes a difference for today’s top broadcast networks, cable channels, television stations, film production studios and advertising agencies. With multiple Emmys, Addys and Promax Golds to their credit, Stephen Arnold Music’s specialized approach and commitment to the power of sonic branding, state-of-the-art production and unparalleled customer service is at the core of its promise. Stephen Arnold Music continues to set the creative bar in a highly competitive content landscape.

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Web Resources:
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Hear the “Express Yourself” song here:

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Creative Credits:
Client: KDAF-TV CW33, Dallas-Fort Worth, TX
Jamie Aitken: VP/General Manager
Roger Vertrees, Director of Creative Services
Project: “Express Yourself” Campaign

Music: Stephen Arnold Music, Dallas, TX