March 2, 2023 Over the Horizon The Samsung Galaxy Sound Branding Story
This is the key visual video of Over the Horizon.
Starting back in 2011 when the Galaxy S2 was first released, Over the Horizon has been a household tune that has deeply embedded itself into the lives of our users. Samsung’s Over the Horizon was first created as a ringtone that captures five keywords that represents Samsung’s image: future-minded, innovation, newness, creativity, and positivity.
The melody starts by establishing a friendly and comfortable atmosphere, leading up to a mid-section consisting of strong and impactful tones, and finally cumulating to a final note that embodies the hopeful message of taking on new challenges. Through this musical journey, Over the Horizon tells the appealing story of Samsung Galaxy’s identity. Over the past decade, Over the Horizon has been enhancing user’s audio experience (AUX) as the signature sound that comes with every Galaxy phone, and has evolved its sounds each year through collaborations with diverse artists.
in an Evolving World
The latest version of Over the Horizon, which was released with the launch of the 2023 Galaxy S23 series, was arranged by Yaeji, an up-and-coming Korean American artist who has been making great strides in the DJ and graphic design scenes. The new theme, named ‘Rebuild World’, is arranged with an energetic electronic sound that inspires hopeful dreams for new ways of life as we emerge from the pandemic.
For the past three years, Over the Horizon has been expressing messages of recovery and rebuilding following the pandemic. In 2023, through a music video that features stop motion and digital graphics, Over the Horizon paints a picture for a hopeful tomorrow that has been rebuilt from the difficult challenges we faced in the past few years. The animation is directed by the Japanese team, Saigo no Shudan. The characters boldly traverse around in the music video, and their dynamic movements lead us to lively city scenes and natural surroundings filled with color.
The Over the Horizon Sound Branding Campaign maintains the familiar Galaxy Theme melody and builds upon new interpretations of the brand sound through various collaborations with artists from diverse genres. Click on the records for each year below to listen to the variations of Over the Horizon through the course of its evolution.
LA-based pianist and producer Kiefer Shackelford arranged a jazztronik interpretation that speaks to connection and recovery during the pandemic. The illustration in the music video was created by GRAMMY nominated artist and producer, Phil Beaudreau. Characters shown in a silhouette play basketball and run through the park to portray a peaceful life after the pandemic.
Anyone who has used a Galaxy phone before would be familiar with these six notes. Over the Horizon discovers melodies hidden in the often overlooked sounds in digital ringtones and reinvents them as a unique brand sound. Just as master craftsmen reinvent new techniques based on their basic foundation, we hope to see Over the Horizon continue to introduce new melodies that transcend over the horizon and onto the future.