The first piece to emerge from the Music Myth concept was a :35 second image spot, titled “Creation”, which tells the story of how the world of music came to be.

Devoid of music, the world is a dark and bleak place. Drones, following a great calling, toil day and night to build a monumental tower compiled of discarded musical instruments from long ago. In a dramatic offering to the gods, the drones hoist an amplifier to the top of the completed tower and raise it to the sky. The clouds darken and the tower begins to electrify. Suddenly, in a brilliant crash of lightning, the clouds part and the earth cracks open, unleashing music into the world. A cacophony of music characters spew from the earth as the world transforms from eerie and oppressive to a strangely magical place full of color and light.

We also developed a number of vignettes to work as on-air image spots and IDs. The :10 second IDs focus on specific musical genres. The ID “Scratch,” for instance, focuses on the hip-hop genre. In it, thunder brings sub-bass into the world. It includes Egyptian and African styled birds that chirp in the sound of a DJ scratching vinyl. There are hip-hip dancing alligator rappers, winged sneakers and drummer cats.

In the ID “Fiddle,” fiddle playing devils spring from the earth as flames lick around them. They jam in a country music style as a bucking Pegasus leaps from the earth and flies to the heavens on wings of flames.

In the ID “Drums,” raindrops inspire a griffin creature to introduce rhythm into the world.