August 2004 and the end of 'Big Brother 5' brought with it a refresh of E4 presentation. E4 Creative Services created a set of ten idents for the channel. The idents featured a group of five lounge-lizard musicians clad in E4 purple-coloured retro velvet suits, playing muzak in a variety of different locations, including an aircraft hangar and the balcony of a council flat.
The original music for the idents was composed by Tony Gibber of Torchlight Music; Gibber also features as a member of the E4 band. E4's Tom Law produced.