The Art of the Mnemonic: Beyond a Simple Jingle

Finneas described the term “mnemonic” as “sort of a beautiful word for a logo” in a recent conversation with Variety. He drew parallels to established mnemonics in television history, citing the instantly recognizable NBC chimes and the static of HBO as prime examples. “If you’re binge-ing the whole season of Ted Lasso or Severance or Disclaimer, you’re going to hear the mnemonic 10 times in one day,” he explained. “So, it’s gotta be something that’s like the bite of ginger between rolls or something, you know?”

This analogy highlights the crucial role of subtlety and memorability. The mnemonic isn’t meant to be a distraction, but rather a subconscious cue that reinforces the Apple TV+ brand. Finneas’s approach emphasizes creating a sound that is both pleasing and instantly recognizable, even after repeated exposure.

A Trio of Sonic Signatures

The project wasn’t a one-size-fits-all endeavor. Finneas developed three distinct versions of the mnemonic, tailored to different types of content. A five-second version will accompany each episode of a television show, while a concise one-second “sting” will be used in movie trailers and promotional materials. Finally, a longer, 12-second iteration will introduce Apple Studios original films in theaters, like Killers of the Flower Moon, offering a more cinematic and expansive feel.

“I tried to make sure that that one felt a little more cinematic and a little grander, because it had more seconds to get from A to B, but it also just felt like it was a different environment,” Finneas shared.

Finneas shared the completed mnemonic on Instagram, expressing his honor at being entrusted with the project and his admiration for Apple’s design philosophy. He wrote, “Hope this very short piece of music feels like it matches the things I love about Apple so much – They make such beautiful tools. Lucky to use em.”

Beyond this high-profile commission, Finneas continues to explore diverse creative avenues. He recently formed the band The Favors with Ashe, releasing their debut single ‘The Little Mess You Made’. Learn more about The Favors here.

His commitment to social justice also remains unwavering. Earlier this year, Finneas publicly recounted being tear-gassed while participating in a peaceful protest against ICE operations in Los Angeles. Read about his experience here.

What role do you think sound design plays in shaping our perception of streaming services? And how important is it for brands to have a consistent sonic identity across all platforms?

Frequently Asked Questions About Finneas and the Apple TV+ Mnemonic

• What exactly *is* a mnemonic in the context of branding? A mnemonic is a short musical phrase or sound designed to be instantly recognizable and associated with a specific brand. It acts as an auditory logo.
• How does Finneas’s work on the Apple TV+ mnemonic compare to his work with Billie Eilish? While both involve musical creativity, the Apple TV+ project required a different skillset – focusing on brevity, memorability, and subtle branding rather than full-length song composition.
• Will the Apple TV+ mnemonic be different in different regions? Currently, there’s no indication that the mnemonic will vary by region. The goal is to create a globally consistent brand identifier.
• What other examples of successful mnemonics exist in the entertainment industry? Beyond NBC and HBO, examples include the 20th Century Fox fanfare and the THX Deep Note.
• Where can I hear the new Apple TV+ mnemonic? The mnemonic will be audible before all Apple TV+ original content, including shows like Ted Lasso and Severance.