Scottish whisky brand Ballantine’s has launched ‘Loud Blue‘, the latest installment in the brand’s ongoing Leave An Impression campaign. Loud Blue is an online music platform that creates an original piece of music inspired by your Instagram pictures.
Simply add the hashtag #loudblue to an Instagram photo and share it to Twitter. In just seconds users receive a Twitter response from @loud_blue containing a link to your personalized soundtrack.
How does it work? Aspects of the photo such as colour, brightness, and people’s faces are used by the application’s algorithm to create a short piece of music. Red in the image will make the tempo slower, while yellow will make it faster. The brightness in areas of the photo will affect how complex the music is. If the application detects a face in the image it will add a vocalization. If there are several faces the vocalizations create a choral effect.
The unique pieces of music were created by Brazilian Electro-House duo Felguk, who will use some of the Instagram-inspired music at an exclusive upcoming live event.
The project was created by London digital and social agency, Work Club.
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