Ballantines, the Scotch whisky, is collaborating with social digital agency Work Club to run “Loud Blue”, a project taking Instagram images and turning them into bespoke 20 second music tracks via Twitter. Brazilian DJ duo Felguk (Felipe Lozinsky and Gustavo Rozenthal) have developed a full length music track which mixes tracks created from 1024 Instagram images using Ballantine’s Loud Blue algorithm.
The Loud Blue algorithm analyses data from an image, such as colour, contrast or subject, and generates melodic sounds that echo the visual. Instagram users who tag their photos #LoudBlue and share it to Twitter get their photo back with the music. The overall colour of the photo affects the tempo of the music.
Brazilian super-DJs Felguk have now mixed a 03.45 track called ‘My Brazil’, created using a range of photos submitted by fans of Ballantine’s. A corresponding music video has also been produced using 1024 of the images that seeded the tunes. Shots of nights out, sunsets and smiles are shown in quick succession, giving an insight into the lives and loves of Ballantine’s vibrant Brazilian fans.
Ballantines is hosting a concert for 10,000 people in the Brazilian city of Recife, during which DJs Felguk took centre stage to entertain the crowds with the fruits of their combined creativity.
The Loud Blue project was developed at Work Club by creative director Andy Sandoz, creatives Joe Corcoran and Lucy-Anne Ronayne, designer Dan Scott, strategist Niccolo Rigo, business director Al Amin, account director Alexis Clarfield-Henry, producers Hannah Shipman, Tom Gardner & Barry Cronin, working with music artist and DJ Felguk, web build production partner Media Monks, creative technology partner Reactify and music communications partner FRUKT Communications.
The Felguk Loud Blue Radio Edit film was directed by Dan Wise with producer Tom Gardner, with after effects by Dan Wise.