Whisky brand Ballantine's and agency Work Club are launching a website and social media project, LoudBlue, that adds musical soundtracks to people's Instragram shots. Users take an Instagram photo, tagging it #LoudBlue, share it on Twitter, and receive a link back from @loudblue to a unique piece of music that is supposed to represent their image. The system uses an algorithm to analyse data from photographs to trigger different musical genres and sounds.
Loud Blue is first launching this month in Brazil in partnership with local DJ duo Felguk, with a planned rollout to other markets over the next two years. As well as creating the music, Felguk will also produce a song sampling users' Loud Blue photo-track creations, inspired by the photographic theme "My Brazil". The project and partnership will be launched at a live event where Felguk will play the track to fans. The project is a continuation of Ballantine's "Leave An Impression" themed campaign through Work Club.