Hawks Unveil Original Sonic Branding Package
Stephen Arnold Music built a new musical identity for Atlanta Hawks broadcasts on Gray Media and Raycom Sports.
Updated on Nov. 3, 2026 in Basketball
Stephen Arnold Music developed an original musical theme and sonic branding package for Atlanta Hawks broadcasts, accompanying all non-nationally televised regular-season games produced by Raycom Sports. The package uses live orchestration with an Atlanta hip-hop influence.
Why it matters
The package gives the Hawks' local broadcasts a distinct audio identity tied to the team's home market. It will also run across Gray Media's pregame and postgame programming, extending the branding beyond game broadcasts.
The package consists of two long-form, modular themes with melodic hooks that can be isolated into shorter idents and promotional elements. The source does not state how many games or hours of programming will carry the package in total.
The players
Stephen Arnold Music
A music production company that develops sonic branding for sports broadcasters and has previously created themes for Gray Media's regional sports partnerships.
Gray Media
A broadcasting company that operates television stations across Georgia and other states and carries Atlanta Hawks games locally.
Raycom Sports
The sports production company that produces the non-nationally televised Atlanta Hawks regular-season broadcasts.
The details
Gray Media and Raycom Sports worked with Stephen Arnold Music, which explored multiple concepts before balancing the team's established identity with NBA basketball sounds and Atlanta hip-hop. Games will air on Prime Video, WANF, and Peachtree Sports Network, with local carriage through Gray Media stations in several Georgia markets.
Timeline
Prior to November 2026: Stephen Arnold Music created earlier sonic branding for Gray Media's Braves and Pelicans partnerships.
November 3, 2026: The Hawks sonic branding package was announced.
Season Trajectory
Gray Media's regional sports branding strategy, applied previously to the Braves and Pelicans, now extends to the Hawks in a bid to give Southeastern broadcasts a consistent audio identity. The move follows the broader pattern of regional broadcasters investing in distinct team sonic identities.
Viewers watching Hawks games on WANF, Peachtree Sports Network, or local Gray Media stations will hear the new package during pregame and postgame shows. The themes' modular design means the same musical elements will recur across promotional content throughout the broadcast.
The takeaway
Distinct audio branding helps regional sports broadcasts stand apart, and viewers in Atlanta and across Georgia will now hear a consistent musical identity across pregame, game, and postgame coverage.
Further reading
For more on the team's season, explore Basketball coverage across the Atlanta market.
Source note: This article includes information reported by Sports Video Group.
