Morning Edition Gets a New Tune

Millions of NPR listeners will get a new soundtrack to their mornings on May 6



March 8, 2019; Washington D.C. – Start off your day on a different beat. Debuting May 6th, NPR's Morning Edition will be getting brand new theme music. Don't sleep on our fresh sound, check your local stations and broadcast times at NPR.org/stations.

"Mornings will be sounding a little different at NPR," said NPR's Chief Marketing Officer, Meg Goldthwaite. "The iconic theme music listeners of Morning Edition have loved for decades will be getting a tune-up. We want to make every aspect of the program engaging and ear-catching. 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."

NPR and its Member Stations will debut a suite of music that incorporates live instrumentation into sounds that are warm, fresh, weighted, smart, modern, energetic, and human. Inspired by the work of BJ Leiderman, the new theme will reference the historic theme and work cohesively across the program and into promotions, to create a consistent and recognizable sonic palette for Morning Edition.

NPR collaborated on the composition with Man Made Music, experts in the field who have created some of today's most recognizable sounds. Catch NPR's Meg Goldthwaite and Man Made Music founder Joel Beckerman on March 9 at the South By Southwest Conference (SXSW) discussing audio innovation, branding, and the unique tie between sound and music that just might keep us all together.

WHO:

Joel Beckerman, Founder & Composer, Man Made Music

Meg Goldthwaite, Chief Marketing Officer, NPR

Matthew Benson, Advanced Innovation Lead, Faurecia

Mark Ingall, Acting Chief Brand Officer, Citi

WHAT:

SXSW Conference Session: The Invisible Brand in an Audio-First World

WHERE:

Congressional B

Floor: 3

101 Red River, Austin TX

WHEN:

March 9, 2019

3:30pm-4:30pm

DETAILS: https://schedule.sxsw.com/2019/events/PP89950

About NPR

NPR's rigorous reporting and unsurpassed storytelling connect with millions of Americans every day—on the air, online, and in person. NPR strives to create a more informed public—one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and cultures. With a nationwide network of award-winning journalists and 17 international bureaus, NPR and its Member Stations are never far from where a story is unfolding. Listeners consider public radio an enriching and enlightening companion; they trust NPR as a daily source of unbiased independent news, and inspiring insights on life and the arts. More information at npr.org/aboutnpr and following NPR Extra on Facebook, Twitter and Instagram.

PRESS CONTACT

NPR

Ben Fishel

NPR Media Relations

Email: mediarelations (at) npr.org