The Central Midlands Regional Transit Authority (The COMET), located in Columbia, South Carolina, recently announced the launch of its new signature sound named “On the Move”, a custom sonic branding element designed to “enhance rider engagement and create a consistent, recognizable audio identity across COMET communications.”

As spring brings renewed movement across the Midlands, the Signature Sound debuts in April 2026 as background music in “COMET Chat” commercials on WLTX TV‑19 and WIS, as well as in the new “Midlands on the Move” segment of Good Day Columbia on WACH Fox 57. The sound will also be featured in COMET advertising on WWDM (101.3 The Big DM), WXRY, and WFMV.

In addition to its broadcast use, a version of the Signature Sound will also be featured at the transit agency’s downtown hub at COMET Central, adding a welcoming auditory element to the rider environment throughout the day.

Created in collaboration with South Carolina artist and saxophonist Dante Lewis, the Signature Sound reflects “movement, connectivity, and the energy of the Midlands community.” The initiative represents a new chapter in how The COMET communicates with riders through sound, complementing visual branding and on‑air storytelling.

Lewis worked closely with The COMET’s creative and communications teams to develop a sound that aligns with the agency’s mission of mobility, access, and community connection.

“Designing a sound for a public transit system is about more than music,” said Lewis. “It’s about rhythm, movement, and shared experience. I’m honored to contribute to how the community hears and experiences The COMET.”

The Signature Sound will be used across broadcast and radio platforms associated with COMET Chat and related programming, providing a cohesive auditory experience for listeners and viewers throughout the region.

“Sound plays a powerful role in how people experience a space or a message,” said The COMET Executive Director and CEO, Maurice Pearl. “Our Signature Sound allows us to communicate with riders in a way that feels modern, welcoming, and distinctly local.”

The COMET plans to gather rider impressions and feedback throughout the year as the Signature Sound becomes part of its ongoing communications.