Brand USA has partnered with Spotify and five emerging musical
artists for its new campaign focused heavily on music, "Hear
the Music, Experience the USA."
The campaign -- spearheaded by creative agency Mustache,
with traveler insights and performance data from Brand USA's media agency
Mediacom -- is a "unique exploration in sound," Brand USA said.
For the campaign, five emerging artists from around the
country have interpreted the Bobby Freeman song "Do You Wanna Dance?"
in different musical genres.
Cam James -- Cameron James Williams -- is based in Atlanta
and has created a hip-hop version of the song. Bass Physics (Arja Adair), based
in Denver, has created an electronic dance music version. In Houston, Nathan
Quick has redone "Do You Wanna Dance?" in a blues style, while the
Portland, Ore.-based Reptaliens (Bambi and Cole Browning) have created a rock 'n'
roll version. Calma Carmona, based in San Juan, has reimagined it as a soul
"As demonstrated through the styles of these artists,
the U.S. music scene is constantly evolving and each region has a unique story
to tell," Brand USA said. With exposure to the different styles, "prospective
travelers get a taste of the electric cultural and musical soundtrack the
United States offers."
Brand USA's partnership with Spotify will give people
another way to experience the country, this time with 22 U.S. city soundscape
Each playlist is based on the artists and genres that
over-index with Spotify's users in the cities they are in, according to Brand
USA. Additionally, users will be directed to the Visit the USA website after
seeing or hearing ads, where they can explore different cities and music.
Visit the USA is Brand USA's consumer website. It will house
additional content about the five artists who produced songs for the campaign,
as well as the cityscape playlists and photos and activities associated with
Content will be featured in native languages in Australia,
Brazil, Canada, Chile, Colombia, France, Germany, India, Japan, Korea, Mexico,
Sweden and the United Kingdom.
"Music is a universal language that transcends language
and cultural boundaries, and Hear the Music, Experience the USA presents an
entertaining and highly engaging platform to showcase vibrant destinations
across the United States," Brand USA chief marketing officer Tom Garzilli
said in a statement.