December 15, 2010 | Volume 9, Issue 15

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Banshee Music Puts the "Falcons on Top"

The Atlanta Falcons take a new approach to the in-game music experience

CONTACT

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Roddy White
Director of Event Marketing and Client Services
Atlanta Falcons
Phone: (770) 965-3115
Email: [email protected]

John Canaday
Vice President of Sports Marketing
Banshee Music
Phone: (262) 780-5607
Email: [email protected]

ORGANIZATION

Atlanta Falcons

PROGRAM TITLE

Official Atlanta Falcons' theme song, "Falcons on Top (2010)"

OBJECTIVES

The Atlanta Falcons are always looking for new and innovative ways to capture fans' attention, as well as enhance their in-game experience. They wanted to establish a new fan anthem with an authentic Atlanta rock band that would create a new team tradition for 2010 and beyond. The Falcons also wanted to produce a video for the song, to not only create memorable moments for those fans in attendance on game days, but also to provide fans a way to experience the song outside the Georgia Dome. Lastly, the Falcons wanted to raise awareness and demand among fans for the song to drive song sales and licensing value.

PROGRAM DESCRIPTION

In order to create this new fan anthem, the Atlanta Falcons sought the expertise of Banshee Music, a music publishing agency that has created original music for various sports clients. Banshee tapped into their extensive roster of music partners and was able to find Atlanta-based rock band Sevendust that was extremely interested in the project. "Having a band that’s not only a household name, but who grew up diehard fans of the Falcons is such a perfect connection of music and sports," stated Banshee Music's Vice President of Sports Marketing, John Canaday.

Back in the 2009 season, the Falcons and Banshee released a ten-song CD with various artists, including a song titled "Falcons on Top. " With Sevendust involved, Banshee wanted to re-create "Falcons on Top" and was given creative freedom to remake the song by the Falcons. The Falcons also gave creative freedom to the director of the video, providing Falcons' cheerleaders and the video shoot location, which was right outside the Georgia Dome.

Once the song and video were produced, they have both become an intricate part of the in-game experience. At all Falcons home games, the song and video is played a minimum of three times: after warm ups, during player introductions, and after the game. It has also been used at various Falcons events throughout the season.

Sevendusts' "Falcons on Top (2010)" Music Video
If you cannot view, click here

MEDIA

"Falcons On Top (2010)" is being promoted mainly through electronic mediums. You can find the song and video on the Falcons' website, Falcons' YouTube and Facebook pages, as well as on Sevendust's website and Facebook pages. The song was also distributed to all local Atlanta media, however was not used in paid advertising. ESPN plans to license and air the song and video for the Dec. 27th Monday Night Football telecast at the Georgia Dome.

PARTNERS

The Falcons and Banshee partnership enabled each to drive awareness for the music with the team's fan base, generate demand and establish distribution through retail and brand partnerships. "Banshee Music has been a fantastic partner for the Atlanta Falcons, bringing resources to the table that we didn't have access to and helping us to create an incredible program to connect with and engage our fans in an imaginative way," stated Falcons' Director of Event Marketing and Client Services, Roddy White.

The Atlanta Falcons partnered with Banshee Music for the "Falcons On Top (2010)" single.

RESULTS

Both Banshee Music and the Atlanta Falcons have been pleased with the results of the program, as the song has surpassed over 5,000 downloads on iTunes. In addition to song purchases, the video has been viewed over 35,000 times on YouTube. The Falcons have also seen the song start to resonate with fans, definitely creating a home field advantage and wonderful game day experience for the fan. "We're finding that more and more brands are gravitating towards music," stated Canaday, "Not only is it a great way to reach a younger demographic, but giveaways such as MP3 downloads and ringtones are very ROI and measurement friendly, providing instant results and valuable consumer data to our clients."

"Falcons on Top (2010)" is available on iTunes, Amazon, and at http://falconsmusic.com

LOOKING AHEAD

While the Falcons will continue to create additional music to share with fans, they plan on keeping "Falcons on Top (2010)" a part of the game day presentation for years to come. "We will continue to find ways to showcase and distribute the Sevendust song, including as a promotional premium item and as a ringtone," stated Canaday, "Banshee and the Falcons will continue to explore new music opportunities that positively represent their brand and provides new content to connect with their fans."

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