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The Drum Awards Twitter JBL

JBL turns tweets into music for campaign leading up to the Grammys


By Jennifer Faull, Deputy Editor

January 14, 2014 | 2 min read

JBL, an electronics manufacturer, has created a digital experience which transforms user tweets into music.

The campaign was developed by TracyLocke and DDB ahead of the 56th Annual Grammy Awards, and allows any Twitter user to tweet as they normally would using #JBLGrammys or #JBLTweetMusic to the @JBLAudio account.

From there, the tweet will be interpreted into a song thanks to an algorithm which converts every letter, number and character into a loop of music.

After the tweet is converted it gets outputted into a mix of loops making a full song. This song then gets retweeted back to the user, who can play the custom song in Twitter without the need of an app and share it on any social platform.

All music tracks are original, unique compositions created exclusively for JBL by different artists and musicians.

To promote itself around the Grammys, JBL is automatically entering users who tweet with the hashtags into a competition to win a trip to the awards.

"JBL is a Grammy -winning brand with a strong heritage of superior sound and innovation. With Tweet Music, we wanted to experiment with how we could bring sound design to new, social spaces," said Dave Spinato, global director of digital and social media for Harman, the JBL brand owner.

"Twitter is already known as a go-to resource for music discovery and sharing what's trending. JBL Tweet Music goes further, letting Twitter users become musical composers."

Additionally, all musical tweets will be archived on the microsite.

The Drum Awards Twitter JBL

Content created with:

ddb New York

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