Finneas on Creating a New Mnemonic Intro for Apple Originals
His Shortest Music Ever, but Possibly Soon to Be the Most Ubiquitous (EXCLUSIVE)
Finneas shares his experience composing the shortest piece of music he’s ever created—a brief sound that will play before every Apple TV program from now on. Apple tasked him with crafting a theme so concise that it’s called a “mnemonic,” a short sequence of sounds that will introduce every Apple Original show and film.
This work is unlikely to bring him the same fame as co-creating hits like Birds of a Feather, but its potential for longevity and repetition could make it his most widely heard and shortest composition.
Understanding the Mnemonic Concept
Finneas explains that a mnemonic is, in essence, a sonic logo. He says,
“Mnemonic is sort of a beautiful word for a logo” accompanied by sound.He cites classic examples like the NBC chime or HBO’s static sound, which immediately come to mind when heard.
The Power of Modern Streaming
Finneas acknowledges how streaming services can make this mnemonic deeply familiar, playing multiple times in just one day. He notes,
“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.”
The mnemonic needs to be distinctive and memorable, like a “bite of ginger between rolls,” something that stands out yet fits smoothly into the viewing experience.
Project Initiation
Finneas was approached by David Taylor, Apple’s Head of Music, who gave him the brief to create something very brief and unique for Apple Originals.
Author’s summary: Finneas crafted an ultra-short mnemonic for Apple Originals, aiming to create a memorable sonic logo that will repeatedly engage viewers through frequent streaming.