Original song promotes annual fundraiser to provide shoes and more to low income students.
DALLAS—Stephen Arnold Music recently teamed with KRQE on an inspirational original theme song for the Albuquerque television station’s KRQE Cares campaign. Making a Difference is being used in promos and other marketing media supporting the annual fundraiser, which provides shoes and more to local children from families experiencing financial hardship. The campaign runs year round, culminating with a highly successful, back to school phone bank.
Now in its ninth year, KRQE Cares was developed by the station’s Media Group Community Relations Director Carolyn Rush to address one of the biggest needs of children in a state where one out of four students live in poverty. “Unfortunately, New Mexico ranks 50th in the nation for child well-being. We work directly with Title 1 schools to put new shoes on every child in the school,” explains Rush. “Each year, KRQE, our viewers, and the New Mexico community work together to supply thousands of pairs of new shoes to kids. We’re a local station with a tradition of community service and this is our way of making a difference.” The uplifting song embodies the campaign’s positive spirit, according to Stephen Arnold Music President Chad Cook. “We were impressed by how well it’s been embraced by the local community,” he recalls. “The campaign is optimistic and upbeat, and the song reflects that. It tugs at the heartstrings and conveys hope. We want to get people engaged and inspired.”
Built around a simple but powerful melody, Making a Difference was crafted to work with both broadcast and online media, adapt to different time formats and complement a range of visuals. “It also needed to function effectively with full lyrics and as an instrumental while projecting emotional force from start to finish,” Cook notes. “We even produced a version that features kids’ voices. There’s just a touch here and there —enough to give you an authentic human connection without becoming syrupy.” The song’s lyrics begin with the promise, “great things happen when New Mexico pulls together,” and end with the promise “It’s New Mexico’s spirit we share Kir-Kee Cares.”
Stephen Arnold Music has collaborated frequently with KRQE Media Group, providing award-winning sonic branding and original music for each of the four television stations it operates in New Mexico. “They created a sonic identity for a station that previously lacked one, and reaffirmed the identity of another,” says Creative Services Director Bill Case. “They customized an existing theme for the morning newscast on a third station that helped propel it from a distant third in its market to competing for number one. They’re just so good.”
Cook says that Stephen Arnold Music is especially proud to contribute to KRQE Cares. “It’s rare to find a station with such a strong commitment to philanthropy,” he states. “The station works very hard to make this campaign a success and ensure that it serves kids. Their staff not only deliver the shoes, they get down on their knees to make sure they fit. They give each student a book and snacks and make them feel special. It’s personalized and genuine.”
About Stephen Arnold Music:
Often referred to as the most-heard, least-known composers in the world, Stephen Arnold Music’s creativity is experienced every day in more than 500 million homes worldwide. Based in Dallas, Texas, The World Leader In Sonic Branding® has 30 years of success delivering impactful, brand-defining music that makes a difference for today’s top content creators, networks, cable channels, television stations, digital media outlets, experiential, film, production companies, corporations and advertising agencies. With multiple Emmys, Promax Gold, ADDY and MUSE awards to their credit, Stephen Arnold Music’s specialized approach and commitment to the power of sonic branding, research, 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. For more information, please visit http://www.stephenarnoldmusic.com