Steve Karmen wrote a tune that basically redefined a state's identity. You know the one. It starts with those four unmistakable notes. It’s the "I Love New York" song, and honestly, it’s probably the most successful piece of sonic branding in history.
Think back to 1977. New York City was a mess. Garbage strikes, high crime, and a literal darkness—the infamous blackout—had people thinking the place was dying. The "I Love New York" song wasn't just a catchy melody; it was a desperate, multi-million dollar prayer to bring tourists back before the state went belly up. It worked. It worked so well that the song eventually became the official state anthem in 1980.
The 1977 Rescue Mission: How the I Love New York Song Saved a State
The mid-seventies were rough for New York. The city was flirting with bankruptcy. Broadway was struggling. Then came the New York State Department of Commerce with a wild idea: spend a ton of money on an ad campaign. They hired the advertising firm Wells Rich Greene. Mary Wells Lawrence, a legend in the ad world, knew they needed more than just a picture; they needed a feeling.
Enter Steve Karmen.
Karmen is the "King of the Jingle." He’s the guy behind "Nationwide is on your side." When he sat down to write the I Love New York song, he didn't aim for a complex symphony. He wanted something that felt like a Broadway showstopper. He wrote the music and the lyrics, and he didn't charge the state for the rights—at first. He gave it to them for free, provided they used it to promote the state. It was a gift that kept on giving, until things got complicated with royalties later on, but that’s a story for another day.
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The Anatomy of a Jingle
Why does it stick in your head? It’s the interval. That leap in the melody. It’s aspirational. When the singers hit that high note on "New York," it feels like a sunburst. Karmen once explained that the rhythm was meant to mimic a heartbeat. Thump-thump. It’s visceral.
The original commercials featured Broadway stars, ordinary folks from the Catskills, and even Frank Sinatra eventually got in on the vibe. They were selling a dream of a clean, vibrant, welcoming New York that didn't actually exist yet. But the song helped manifest it. People started singing it, and suddenly, wearing a shirt with Milton Glaser's iconic heart logo (which was designed for the same campaign) felt like a badge of honor rather than a target for a mugger.
The Battle Over the Notes
Most people don't realize that Karmen fought like a lion to keep the integrity of his work. He’s a stickler. He famously took the state to court decades later because he felt they weren't using the song correctly or paying him what the "State Song" status deserved.
In 1980, Governor Hugh Carey signed the bill making it the official state song. Karmen, being the savvy businessman he is, eventually sold the rights back to the state in a deal worth millions. It's a rare case where a commercial jingle becomes a legal, protected piece of state history.
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It's Not Just for the City
One of the biggest misconceptions about the I Love New York song is that it’s just about Manhattan.
The campaign was actually designed to get people out of the city and into the Hudson Valley, the Adirondacks, and Niagara Falls. The lyrics are vague for a reason. "There isn't another like it. No matter where you go." That could be a deli in Queens or a trail in Lake Placid.
Why We Still Sing It in 2026
You might think a jingle from the disco era would have faded away. It hasn't. The "I Love New York" song is baked into the DNA of the state. It gets sampled. It gets parodied. It gets played at every major state function.
The longevity comes from the simplicity. In a world of complex digital marketing and influencer pivots, those four notes are a constant. They represent a turning point. If New York could survive the late 70s fueled by a catchy song and a heart logo, it can survive anything.
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The campaign changed how governments think about tourism. Before this, states didn't really "brand" themselves. Now, every city has a slogan, but none of them have a Karmen-level hook. Honestly, can you name the state song of New Jersey? Or Connecticut? Probably not. But you can hum the New York one.
Beyond the Jingle: Practical Takeaways for Travelers
If you're visiting because the song got stuck in your head, there are a few things you should know about the "I Love New York" experience today.
- The Empire State Trail: This is the modern-day version of the song’s promise. It’s a 750-mile multi-use trail connecting NYC to Canada and Buffalo. If you want to see the New York the song actually talks about—the mountains and the valleys—this is how you do it.
- The "Original" Merch: Don't buy the cheap knock-off "I Heart NY" shirts from the street carts in Times Square if you want quality. Look for the licensed stuff that supports the state's tourism initiatives. The logo and the song are part of a massive intellectual property stable that still funds state programs.
- Visit the Birthplace: If you want to feel the Broadway energy that inspired Karmen, head to the Theater District, but then take the Metro-North up to the Hudson Valley. That contrast is exactly what the 1977 campaign was trying to sell.
The I Love New York song is more than just marketing. It’s a survivor’s anthem. It reminds us that places can reinvent themselves. All it takes is a good melody and a lot of heart.
Next Steps for Your New York Trip:
Check the official I LOVE NY website for the current "Path Through History" events. These are curated weekends that focus on the specific historical sites mentioned in the various iterations of the song's commercials. If you're staying in the city, book a walking tour of "The Deuce" (42nd Street) to see how far the area has come since the song first aired—the transformation is almost unbelievable.