Client

FIG

Brand

Spotify

Production Company

The Mill

Capabilities

Emerging Technology / Experiential / Design / Animation / Creative Coding

Brief

The Mill was approached by New York Creative Agency FIG to help bring Spotify for Artists’ campaign ‘Your Art Has the Power to Move’ to life at Austin City Limits music festival. They commissioned an exclusive audiovisual experience that heroed Spotify’s new Canvas feature.

Approach

To celebrate the new format, we worked alongside FIG to create Canvas Records, a record store re-imagined, featuring 100+ interactive records showcasing a selection of Canvases from cutting-edge artists.

Impact

During the one day experience at Austin City Limits, an audience of music industry VIPs was invited to browse through the pieces, seeing up close and personal how moving artwork creates an entirely new and powerful dynamic between creators and their audience. The experience encouraged artists at the festival to get involved and extend their art through visuals with the Canvas feature.

Introducing ​Canvas Records,​ an exclusive audiovisual experience developed alongside FIG and Spotify for Spotify for Artists’ new feature Canvas.

Canvas enables Spotify artists to bring their songs to life with eight-second video loops as a visual extension of their music.

To celebrate the new format, we reimagined the traditional record store and created Canvas Records, a one day only experience at Austin City Limits. From 1pm – 5pm on Saturday October 12th, music industry VIPs were given exclusive access to the Austin staple Roadhouse Relics, which was completely revamped for the Canvas Records takeover.

Blending the concept of a traditional record with the new digital Canvas feature, guests were invited to browse through over one hundred bespoke moving records.  Each 12”x12” record showcased a specific Canvas, with a custom-designed sleeve expanding the graphic visuals and a seamless screen that played the track’s loop. The back of each sleeve featured each track’s Spotify code, which guests were able to scan with the Spotify app to instantly get the song on their phones.

Upon finding a Canvas record that ‘moved’ them, attendees could then bring the record over to a multi-sensory Bar. After placing them on the counter, parametric speakers played the record’s track whilst expert mixologist and GQ’s ‘Most Innovative Bartender’ Justin Lavenue mixed them a bespoke drink tailored to the specific song they had chosen.