Current Music once again comes through, this time with a contagious custom theme song, to be broadcast throughout April on the Fox Sports North network, and the talent to perform it. Marketing sought original, highly-appealing music to capture locals’ mounting excitement in the month of April over the four teams — MLB, NBA, NHL & MLS — in the Fox Sports North viewing area.
The client wanted an original theme song “chant” for “All Together Now,” their umbrella campaign for all the sports happening in the North courtesy of the Minnesota Twins, Wild, Timberwolves, and United.
The lyrics needed to relate to the region’s passionate, loyal fans who are feeling extra optimism for their teams, especially for the Timberwolves as they haven’t made a post-season run since the 2003-2004 season.
Other than that and requesting an upbeat tempo with a tribal feel, the marketing team left the rest of the creative process up to the talented team at Current to compose and arrange the music.
Speaking of talent, six members of Current’s team also auditioned to perform the tune, with the coveted spot going to Irish singer Colin Smith. Christian Salyer, Current Music’s Chief Creative Officer, produced and wrote the lyrics and Todd Andrew wrote the music.