Mood over genre?

Music is the adrenaline that pumps through your veins, the calm on a sleepy weekend morning and the cause of new friendships at a summer festival.

With the hand in pocket availability to connect and discover new music, we are fast reaching a level of gathering and access that makes us second guess the effort needed to save a song, playlist or site/service. It’s become so easy to find, hear, enjoy and move on – that we would often experience something great and simply follow our discovery path at another location. There really is no need to save, curate and spread to every music player we own.

So then does it become a curation of bookmarks or a folder of apps rather than a playlist of songs and albums? With too many sites and services constantly springing up, half the time it’s easier to search for a genre or mood rather than default to the old trusty. Old trusty is hardly exciting and new.

The music for every moment (Spotify) I think is rapidly changing. We are generally so busy that news is consumed during the only time available – whilst on the treadmill. And the commute or downtime is just another allotted block of time that I have to be productive. So the question of what are you listening to may more frequently answered with ‘a podcast about…’ or ‘this book by that author’.

We are constantly trying to experience, escape or become more knowledgeable that listening to the same album 100 times may be a thing of the past. Music is no longer the only thing we wish to fill our time with.

S what are you listening to? And how did you find it? When is your favourite time to hear that type of sound? Discovery is the new game. Within a business model – the more you listen to the more time you will spend on our service which will lead to more chances for me to sell you something.

With regards to how music is currently categorised. I think that music currently so popularly split amongst genre, will become more prevalently categorised by mood, time of day, situation or any other method – sleep, sex, summer, odd.

And with more services come more curators, more categories and more experiences. Just the way I like it.


Because storytelling is the ultimate artform

Craving realness

“We’re trying to do something that’s consistent with the Jay-Z brand,” Droga explains. “He does all these incredibly bold things in the music industry. He wants to do the same thing to the publishing industry. What’s bolder than putting every single page of your book out in the real world, so if someone wanted to read it or discover it, they don’t have to buy the book? He’s so confident that the story’s compelling, the reader will get so caught up in looking at this that they’ll want to buy the book.”

Case study here, here and here among others.


Entertainment, literature


Jay-Z in collaboration with Bing


Jay-Z Decoded

Engagement insight the “Why do I care?” component

Ultimate presentation meets ultimate fascination of cool.

Presented in an unparalleled way on the world stage, the wow factor hooked many into a deeper level of storytelling than had previously been accessible. Those who simply found the pages of the book in passing were intrigued and those who played the scavenger hunt like game were richly rewarded over 30 days with an early release of a uniquely experienced story of Jay-z’s life.

Social insight – belonging and identity

Within the culture of Hip Hop – cred and having a story to tell is everything.

Giving fans a chance to become ‘those in the know’ allowed them to rep their cool to their friends and allowed fans to become part of the discovery process through a collaborative effort across the web.

Digital idea/ thought starter

In collaboration with Bing – use search, maps and photos to discover and recreate the story of Jay-z’s life as told through the pages of the book – Decoded.

What’s the physical need the idea fulfills?

Creating your own discovery story through uncovering of the meaning and context behind Jay-z’s lyrics.

Interacting with the Hip Hop community and friends alike.

Respect and rewards from possibly being the first to find the page.

What product benefits does this digital idea highlight?

The product – a book, tells the story of Jay-z’s life as portrayed through his music.

In an offline world, fans were able to see, in real life, a page displayed with relevance to the place and context of the story. Through the digital collection, fans were able to reconstruct the entire story through the digitally found places and pages. The first to find each page received a signed print of that page. The first to find all pages won a double gold pass to every Jay-Z concert for life.

The elastic friendship we have with the sun

Hiding from the sun only makes us want it more

Ray-Ban have a long been the advocate for ‘Never hiding’. A contradictory statement as when someone wears glasses, it is an act that hides one thing from another. The sun from your eyes, the outside world from what you’re thinking et al.

‘Never Hiding’ usually depicted in their communications in a singular manner whereby one person is either brightly coloured (graphic treatment or colour of the glasses) or tearing up the town (behaviour), wearing the iconic Ray-Ban sunglasses.

What’s really interesting with this expression of the Ray-Ban brand values is the move from singular to group activity. Why try and convince one person at a time, when we can collectively convince multiple…

The execution will likely provide a great amount of data insight to help understand people’s wants and actions with regards to the sun and to wearing sunglasses. Currently the app is only available for use within Manhattan, and while seemingly limited, this app holds true to the birthplace of Ray-Bans and will also be a nice testing ground before rolling the app out worldwide.

on Vimeo

Digital communications,

An app that helps people experience the sun within a city of tall buildings, either singularly or in a group.

based on physical needs,

  • Warmth
    • Intimacy – gentle sun provides a warmth like that of a shared intimacy. And those who share the sun’s warmth, share that intimacy and create feelings of community.
  • Light
    • The rejuvenation and feeling of rebirth through light.

that highlight product benefits.

People will generally wear sunglasses when exposed to the sun. Through the quality of the lenses and the utility of the app people are reiterated the message of ‘Never Hide’ – Ray-Bans motto.

Pounding the pavement

Pounding the pavement… does more than make you sweaty

We run because we want space. To reclaim ourselves. To prove ourselves.

Who we are and what we are capable of is an identity that we create daily, through our work and play.

Through smartphone apps such as Nike+GPS, Reebok’s The Promise Keeper and iMapMyRun we have a mobile way for people to monitor themselves and be identified by our actions creating trackable achievement, all with a little help along the way.

Running is much more enjoyable when you’re able to see your progress and share it with others.

Digital communications,

Smartphone apps

based on physical needs,

Freedom, a measuring stick and a need to be social.

that highlight product benefits.

Whilst running, you will see the benefits of our products.