— PROJECT NAME

Sonic Identity

Sky Bet

— ROLE

Creative + Art Direction

— COLLABORATION

Who Wot Why

Finger Music

This was a biggie. Sky Bet had outgrown Kanye West. But without the iconic 'Black Skinhead' track, what should Sky Bet sound like?

This was a huge question to answer. Music is subjective. Different songs mean different things to different people. So this had to be approached objectively. An extensive search, a hefty pitch deck and a stakeholder tour that would make Aerosmith blush… and we found our composer.

Atomic Drum Assembly created us a custom track which fit the bill. A unique tune, made exclusively for Sky Bet which would build a new, ownable sonic identity for the years to come.

We even managed to secure budget to make it even more epic, by commissioning a string and brass orchestra to and record an accompanying score, making this tune truly iconic in the industry. It's already built its fame enough to register as a key branding signifier in brand tracker attribution testing scores.