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T.I., B.B. KING TO SEASON NBC CHIMES: Pair among famous artists tapped by network to re-interpret theme bells.
*Rapper T.I. and blues star B.B. King are among a host of famous musicians recruited by NBC to put their spin on its signature three-note bell theme in honor of its 75th anniversary.
The network's new "Chime In" promos – which also features new takes from Clint Black, the Flaming Lips, Richie Sambora, the Airborne Toxic Event and the B-52s. – will air between shows at the top and the bottom of the hour, according to Variety.
King will be seen adding a twist to the G-E-C notes on his guitar, while the B-52s have come up with a more dance-oriented take on the chimes.
"There are two objectives here: to continue to brand the tone of voice for NBC and, because we're living now in a C3 world (the commercial ratings measurement preferred by advertisers), we're trying to make our commercial breaks as entertaining as possible," said Adam Stotsky, president of NBC Entertainment Marketing.
The musicians weren't paid to do the spots but were given a "modest gift honorarium," according to NBC Agency topper John Miller.
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