Guitar Center
Everyone’s a DJ these days (if your brother’s making beats in the basement right now, you know). We’ve tolerated the Pauly D’s of the world for a long time, but once we heard that fake Drake song created by AI, we decided we’d finally had enough of all the inauthentic, automated, copycat songs gentrifying modern airwaves. That’s why we’re launching a campaign to encourage today’s musicians with a simple message: use your hands!
Postcards
Experiential
A-CLAP-ELLA SOUND FEST
We will coordinate an interactive music festival during which artists will perform acapella. The crowd is encouraged to clap and sing along as a choir to compensate for the lack of instrumentation.
After, we will create viral YouTube content of the festival, proving that music isn’t whole without instruments. That music lovers naturally become instruments themselves, filling the void in their absence when the artist strips everything down.
OOH + Guerilla
Our ads will be like the music of today: mass-produced and devoid of skill. Think flyers, trash cans, and restaurant signs.
The one ad that has the artist’s human touch is posted on Instagram by hundreds of people for a chance to win the $1000 gift card, while the other 999 are treated as worthless.
Social PR Stunt
Spotify
We will collab with Spotify to rate the authenticity of thousands of songs that are produced with all/mostly all real instruments. At the end of the year, we will incorporate this data into each users’ Spotify wrapped, calling it their “Real Music Rating.”
