THE GENOMUSIC PROJECT by J. Walter Thompson Mumbai, Joker Films for Bay Beat Collective

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Industry Consumer & Public services
Media Promo & PR
Market India
Agency J. Walter Thompson Mumbai
Art Director Mayur Mengle
Agency Joker Films
Released February 2013

Credits & Description

Category: Self promotion
Brand: Bay Beat Collective
Agency: JWT Mumbai
Country: India
The Genomusic Project is the worldâs 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. This is how it works:

Fans have to visit The Genomusic Project app on Bay Beat Collectiveâs Facebook page and participate in a contest by answering a simple question: âIf 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 by the pre-addressed envelope.The samples will then be sent to a lab specializing in genetics to establish individual DNA profiles.Once thatâs 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.

Whatâs 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.

Category: Self promotion
Client: Bay Beat Collective
Agency: JWT Mumbai
Production: JWT Mumbai
Country: India
Chief Creative Officer: Bobby Pawar
National Creative Director: Tista Sen
Art Director: Mayur Mengle
Creative Director/ writer: Prajato Guha Thakurta
Creative Director/ art director: sachin kamble
Production company: Joker Films
Account Director: Shvetank Naik
Web Development Partner: Runtime Solutions