ITS TIME BRUCE BUFFER

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Bruce Buffer's booming 'It's time' UFC announcement, used to open main events and hype up fight-night edits, reaction videos and sports memes.

This is Bruce Buffer's signature call as he introduces the main event inside the UFC octagon, stretching the phrase into a long, booming declaration before the fighters are announced. His deep, theatrical voice rises in volume and intensity, pausing just long enough to build tension before landing on the final word with a powerful shout. The clip captures that arena-sized energy in just a few seconds, instantly signalling that something big is about to happen. For viewers, it creates anticipation and excitement, turning an ordinary moment into a main-event entrance and making even a simple reveal feel dramatic, important and unmissable.

Bruce Buffer is the longtime official ring announcer for the Ultimate Fighting Championship, and his stretched-out It's time call is the signal that a UFC main event is about to begin. Heard in arenas and on broadcasts around the world, the phrase has become closely associated with big-fight nights and Buffer himself. Clips of the announcement spread widely through sports edits, reaction videos and social media, where creators reuse it to give everyday reveals the weight of a championship entrance. Its simple, instantly recognisable build-up is why it still works far beyond the octagon.

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Who says "It's time" in this sound?

Bruce Buffer, the longtime official ring announcer for the Ultimate Fighting Championship, says it. He delivers the phrase to introduce the main event, signalling that the headline fighters are about to be announced and the biggest fight of the night is beginning.

Where does the "It's time" sound come from?

It comes from UFC broadcasts, where Buffer uses it as his signature introduction for main events. The call is heard in the octagon just before the headline bout, and clips of it have since been reused widely in sports edits and online videos.

How can creators use this sound in a video?

Creators often place it just before a reveal, entrance or announcement, letting Buffer's rising delivery build tension. It works best at the start of a highlight, reaction or sports edit, where the main-event energy makes an ordinary moment feel bigger.