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 song.

"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 playlists.

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 those cities.

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.

JDS Travel News JDS Viewpoints JDS Africa/MI