When playing “Sandstorm” twenty times a game isn’t enough

This’ll have ’em knocking down the stadium gates to get in.

South Carolina football coach Will Muschamp believes Gamecocks fans will see a more exciting product in their seven trips into Williams-Brice Stadium this fall. USC marketing director Eric Nichols believes they’ll hear a more exciting sound, too.

That’s thanks to the live disc jockey the school will hire and place in the stadium for pregame and in-game entertainment this season.

“Our music wasn’t where it needed to be. It just wasn’t resonating with any segment of the fan base. It needed a refresh. The new DJ will provide that refresh,” Nichols, the school’s senior associate athletics director for marketing and branding, told The State newspaper. “Everyone’s pulling the same direction that recruiting is our No. 1 focus. With that being the direction, it’s a natural fit.”

That’s what you get when you have a senior associate athletics director for marketing and branding.  This is the kind of branding I can do without:

The DJ also could interject music between plays, although all the details haven’t been decided on, Nichols said.

“It’s not like we’re going to play music between every play, but we will be learning from Game 1 to Game 7 what resonates with the fans and the players,” Nichols said. “I expect it to be very positive. The music is an area that we needed to improve, and we are putting human resources and financial resources into making it better.”

Better is a relative term.  Is it reasonable to expect that as the season tanks, the musical interruptions increase?

They’ve got another position called associate athletics director for new and creative media.  That guy’s gonna crank out more in-game videos.

Evidently, the brain trust in the South Carolina athletic department is sold on distracting Gamecock fans from watching the game.  I hope nobody in Athens gets similar ideas.

(h/t)