B.B. King, the B-52s, the Flaming Lips, T.I. and Clint Black are among the acts enlisted by NBC to create their own spin on the famed Peacock chimes.
The artists will appear in a new series of on-air promos as part of NBC's ongoing "Chime In" branding campaign.
King will be seen, for example, 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 NBC Entertainment marketing prexy Adam Stotsky.
Other artists involved include Richie Sambora and the Airborne Toxic Event.