JWT Mumbai introduce The Genomusic Project
The Genomusic Project created by JWT Mumbai is the world’s first music album created from fans’ DNA. Bay Beat Collective, a popular dub step band, is going to take DNA samples from eight of their fans and convert them into eight tracks for the album.
Fans have to visit The Genomusic Project app on Bay Beat Collective’s Facebook page and participate in a contest by answering a simple question: ‘If I were a track, it would be’. Once the contest closes, Bay Beat Collective will review all the answers and pick eight winners. Each of them will then be sent a DNA collection kit.
Each kit contains a sterilized swab. All they have to do is rub the swab along the inside of their cheek and send it back to Bay Beat Collective in the pre-addressed envelope.The samples will then be sent to a lab specializing in genetics to establish individual DNA profiles.Once that’s done, Bay Beat Collective will use a specially designed software to convert each DNA profile into a MIDI (Musical Instrument Digital Interface) sample, which will then be converted into the final track.
What’s most interesting about The Genomusic Project is that not only will every track in the album be unique to each fan, considering they’ll be created from their own DNA, but each track will also have its own distinct sound since no two people have the same DNA profile.
Credits – Chief Creative Officer. Bobby Pawar. National Creative Director. Tista Sen. Art Director. Mayur Mengle. Creative Director/Copywriter: Prajato Guha Thakurta. Creative Director/Art Director: Sachin Kamble. Production company: Joker Films. Account Director: Shvetank Naik. Web Development Partner: Runtime Solutions.