THE PERFECT TOOL FOR MUSICAL ARCHEOLOGY INSPIRED BY HIP HOP'S ROUTES
One of our favourite clients is Sony Music. Not least for their propensity to approach us with a real challenge and trust us with an brief, open enough to conquer it our way. This was true of one of our most ambitious proof of concepts for Sony's internationally celebrated artist, Mark Ronson and his up coming hip-hop compilation album.
The goal was to drive preorders and share the vision of the album by celebrating the founding qualities of hip-hop music. Wanting to steer clear of the social narrative that dominate much of the conversation around the music; we instead built our concept on the unparalleled diversity and inclusivity of the music's inspiration and contributors.
Our Music Genealogy app was the answer. Selecting a 30 second preview from any track on Mark's album would sew the central seed of a a dynamic data tree, made with branches of samples as they are encountered. Our app would then display the genesis of the sample including artist, year and album. The objective was to shed light on the fascinating and rich relationship hip-hop shares with practically all other music genres through the use of looping and sampling. Many may not realise just how big, James Brown fans they are!