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DNA of Music

 

An addictive new feature designed to surface the surprising ingredients & unexpected collaborations behind every track.

 
 

Campaign Overview

Grand Marnier is a remarkable combination of a premium blend of cognac and exotic oranges created in 1880 by the founder Louis-Alexandre Marnier Lapostolle. He perfected the premium Grand Marnier blend in 1880 and at the time, his vision of combining the essence of wild tropical oranges from Haiti with premium cognac from France was seen as cutting edge and completely unexpected.

Building upon a commitment to becoming the master of remarkable combinations and surprising elements, SoundHound, WhoSampled, and Grand Marnier launched an addictive new feature revealing the ingredients behind every track from original samples to unexpected covers and remixes. The experience revealed direct sample, cover and remix connections tailored to SoundHound's catalog, Grand Marnier's target genres and brand voice. The data provided for each sample was highly granular, including exact sample timings and a specification of the parts sampled—a highly engaging experience that pulled the listener in from one recommendation to the next.

 
 
 

Responsibilities 

Brand Strategy, Communications Strategy, Copywriting, UI/UX Design, Art Direction, Analytics, Project Management

 
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