CBS and Lakeshore Records Launch ‘This Is CBS Remixed’ Leading Into GRAMMY Awards® Weekend

This Is CBS Remixed

Today, leading into GRAMMY® Awards weekend, CBS released This Is CBS Remixed, a collection of three original songs composed by GRAMMY Award-winning producer CID, whose sound encompasses after-hours house and tech house music, as well as crossover dance hits.

The songs, which Lakeshore Records distributed and placed with all major Digital Service Providers, each incorporate the iconic “This Is CBS” voiceover slogan as well as the Network’s new five-note mnemonic, which launched in the fall.  On the Network, the songs will debut in brand IDs during the 63RD ANNUAL GRAMMY AWARDS® live broadcast on Sunday, March 14.

Watch the video for “Unum Oculum” which originally premiered at Variety:


 

For CID, who has won two Grammys and remixed artists such as Halsey, Diplo, Lizzo and others, doing something for a corporate brand was a bit of a departure… 

“It really opened up like a whole different creative side of me,” CID said. “I’ve remixed a lot of different artists so for me it was like, wow, I can remix a network? I had a blank canvas.

Soundtrack Available Now: [Download/Listen]


 

“We’re always looking for novel and authentic ways to engage a wide range of audiences with the CBS brand, and music is a great way to do that,” said CBS President and Chief Marketing Officer Mike Benson. “Our collaboration with CID exceeded our expectations, as he mixed an historical element of our past, with our new five-note brand mnemonic, into three original songs that make a fresh and modern statement about CBS. CID deftly brought this newest phase of our brand personality to life in compositions that feel familiar, but still very new. The three songs we released today are unique, current and probably something you wouldn’t expect from a big media brand, yet they still honor CBS’ rich legacy by incorporating the iconic ‘This Is CBS’ slogan and contemporizing it.”

“In the last year, I went from DJing clubs and festivals around the world to being home every day,” said CID. “With that came the opportunity to consider new and exciting projects. When Mike Benson described CBS’ rebranding and his interest in putting a new twist on CBS’ sonic identity through original music, I knew it was the perfect opportunity. That’s how the idea of “This Is CBS Remixed” began. I had the freedom to experiment with genres of music that I usually wouldn’t work with under my Artist project, and I had a blast doing it.”

The company’s brand unification initiative continues to bring a fresh, clean and modern identity and personality to CBS, while drawing upon the rich history of the brand and integrating key visual and audio elements from the past into the new/evolved aesthetic across CBS Entertainment, CBS Sports, CBS News, CBS Studios, CBS Media Ventures and other CBS branded business units.

The song titles also succeed in melding the past with the present – upbeat contemporary songs paired with Latin titles, all of which include the word “Oculus” (meaning Eye – as a nod to the iconic CBS Eye logo, which is in its 70th anniversary year). “Oculus Audax” (Bold Eye) has an invigorating Electronic Dance Music (EDM) tempo, the rhythmic “Unum Oculum” (Unified Eye), features a more relaxing “chill” beat, and “Oculus Fortem” (Strong Eye) showcases a bold pop/rock sound.

Each song will have a piece of audio-visual content accompanying it on the various music platforms. The artwork, music video and Spotify canvas videos use an illustration style rarely explored by CBS. Additionally, the creative is infused with “Easter eggs” representing hit CBS series from past and present, offering hidden treasures for curious listeners to uncover.

 

The iconic catchphrase “This Is CBS” has been featured in countless Network news, entertainment, sports and specials spots throughout the decades. The new five-note mnemonic launched earlier this season and was generated by assigning musical notes to the “This Is CBS” slogan, creating a new melody and animation that appears at the top of the hour during primetime programming on CBS. CLICK HERE for five-note mnemonic

In addition to the brand IDs on GRAMMYS night, the Network will promote the songs on TikTok and its other social platforms and will begin integrating the songs across News, Sports, CBS stations, etc., bringing added vibrancy to the CBS on-air experience, which has been a pillar of the Network’s new brand identity. The songs will also be featured across CID’s social channels.

 

ABOUT CBS ENTERTAINMENT GROUP
The CBS Entertainment Group, a subsidiary of Viacom CBS led by President and Chief Executive Officer George Cheeks, creates and distributes industry-leading content across a variety of platforms to audiences around the world. The Company has businesses with origins that date back to the dawn of the broadcasting age as well as new ventures that operate on the leading edge of media. It includes some of the industry’s most successful and popular brands and businesses: CBS Television Network, CBS News, CBS Sports, CBS Studios, CBS Media Ventures CBS Television Stations and CBS digital properties.

ABOUT CID
CID is a GRAMMY Award-winning producer, tastemaker label owner and one of the most in-demand DJs in dance music today. His boundless sound encompasses everything from after-hours house/tech house to crossover dance hits. CID broke into the mainstream in 2013 when he won his first GRAMMY Award for his work on Cedric Gervais’ multiplatinum hit remix of Lana Del Rey’s “Summertime Sadness.” In 2019, he notched his second GRAMMY nomination and his first solo nod for Best Remixed Recording for his remix of “Audio” from pop super group LSD, and he released a remix of the GRAMMY Award-winning viral hit “Truth Hurts” from Lizzo. CID’s discography includes multiple breakout releases, including the Kaskade collaborations “Us” and “Sweet Memories,” “Secrets” featuring Conrad Sewell, “Believer” featuring CeeLo Green, and “Creepin’.” In 2018, CID released his debut EP “Bad for Me.” Additionally, he’s remixed major artists, including Halsey, Ellie Goulding, Diplo, Galantis and others. He also hosts and curates the weekly “Night Service Only Radio” show on SiriusXM.

ABOUT LAKESHORE RECORDS:
Lakeshore Records is a four-time Grammy Nominated record label, and the soundtrack arm of the Cutting Edge Group. Lakeshore Records is the global independent leader in top line soundtrack album releases, including such popular, critically acclaimed and classic soundtracks as Bridgerton, Drive, Stranger Things, The Old Guard, Cyberpunk 2077, When They See Us, The Handmaid’s Tale, Black Mirror, Star Trek: Picard, Bojack Horseman, Les Miserables, Mandy, Narcos, Logan, The Walking Dead, Napoleon Dynamite, Bill and Ted Face the Music, Red Dead Redemption 2, Legion, the Academy Award nominated Lady Bird and Academy Award winners Moonlight, Little Miss Sunshine, American Factory, If Beale Street Could Talk and The Hurt Locker and many, many more.

Lakeshore Records works with the most respected, award-winning artists and composers such as Trent Reznor and Atticus Ross, Mary J. Blige, Hans Zimmer, Grimes, Common, Jonny Greenwood, Mica Levi, Willie Nelson, Alexandre Desplat, Nick Cave and Warren Ellis, Run the Jewels, PJ Harvey, Philip Glass, Aloe Blacc, Willie Nelson, Rhiannon Ghiddens, Daniel Lanois, Nicholas Britell, Ziggy Marley, Danny Elfman, Giorgio Moroder, Aska Matsumiya, Clint Mansell, Bootsie Collins, Thomas Newman, Kris Bowers, Cliff Martinez, Randy Newman, James Horner, Gunship, Mark Isham, Kathryn Bostic, Carter Burwell, Rolfe Kent, Josh Homme, Gustavo Santaolalla, Nina Kraviz, Dario Marianelli, Mark Mothersbaugh, The JBs, Gazelle Twin, Christophe Beck, Rachel Portman, Amanda Jones and many many more.

As a full-service boutique record label, Lakeshore Records remains dedicated to supporting a diverse roster of world-class talent, providing top-to-bottom music services & solutions, developing innovative marketing strategies & brand partnerships, hyper-specialized artist relations & development, and crafting the greatest records in the world.

For more information visit: www.lakeshorerecords.com

Follow CBS (and the “This Is CBS Remixed”) campaign at:
Facebook: @CBS
Instagram: @CBStv
Twitter: @CBS
TikTok: @CBS

Follow CID at:
Twitter: @CIDmusic
Instagram: @CIDmusic
Facebook: @CIDofficial
 

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