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.

Client

FIG

Brand

Spotify

Production Company

The Mill

Capabilities

Emerging Technology / Experiential / Design / Animation / Creative Coding

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.

 

Credits

Experiential Production Partner
Experiential Production Partner The Mill
Executive Creative Director Rama Allen
Executive Producer Desi Gonzalez
Lead Producer Paula Ceballos
Creative Director Aline Ridolfi
Creative Technologist Fabio Piparo
Production Coordinator Taylor Smith
Designer Zac Sutton
Designer Clemens der Exter
Environmental Designer Miles Kozatch
Event Producer William Livermore
Creative Agency
Creative Agency FIG
Founder Mark Figliulo
CCO/Partner Scott Vitrone
Chief Content Officer/Partner Robert Valdes
CEO/Partner Judith Carr-Rodriguez
CSO/Partner Caroline Krediet
Strategy Lead Anibal Casso
Strategy Lead Anibal Casso
Creative Director Spencer LaVallee
Creative Director Evan Schultz
Design Director Max Friedman
Executive Producer Jill Landaker Grunes
Producer Jennifer Hart
FIG Studios Producer Jessica Rosen
Director of Integrated Business Affairs Sara Jagielski
Business Affairs Manager Noel Wilcox
Executive Director of Client Service Finnian O’Neill
Group Account Director Kristin Postill
Account Supervisor Maxie Etess
Group Project Manager Dee Dee Swartz
Client
Client Spotify for Artists
Head of Creator Product Marketing Sam Duboff
Product Marketing, Creator Sam Yeh
Music Marketing Manager, Experiential Thomas Greubel
Colour
Colour The Mill
Colour Mikey Rossiter
Editorial
Editorial The Mill
Editors Matthew Campbell, Andrew Moorehead