Brand USA: Hear the Music, Experience the USA by Mustache
‘Hear the Music, Experience the USA’ is an integrated marketing campaign utilizing the power of music to promote international travel to the United States. The campaign interprets Bobby Freeman’s iconic song, ‘Do You Wanna Dance?’ through different musical genres as envisioned by five innovative artists bringing the unique cultural sounds of their cities to life.
The campaign was created and executed by creative agency Mustache, working alongside MediaCom as Brand USA’s communications, data, and audience partner. To amplify the campaign, Brand USA has partnered with digital music service Spotify to enhance discovery and exploration options with more than 20 customized US city soundscape playlists. This dynamic storytelling tool presents a new way for Brand USA to inspire, invite, and welcome visitors from all over the world, according to a release.
The heart of this campaign lies with the five emerging artists selected to bring the sound of their respective city to life through original renditions of ‘Do You Wanna Dance?,’ including: Cam James, a hip-hop artist Atlanta, Georgia; Bass Physics (Arja Adair), an electronic dance music artist from Denver, Colorado; Nathan Quick, a blues musician from Houston, Texas; rock ‘n’ rollers Reptaliens from Portland, Oregon; and soul artist Calma Carmona from San Juan, Puerto Rico.
Client: Brand USA
Communications, data, and audience partner: MediaCom
Music streaming partner: Spotify