Jaguar taps singer Dua Lipa in music tech collaboration

Jaguar is working with the British-Kosovan singer Dua Lipa to promote its PACE range of SUVs in a music collaboration that will let fans remix their own versions of one of her tracks.

In a campaign led by The Brooklyn Brothers (London), together with Spark44 (Frankfurt), Imagination (London) and Dentsu X (Wiesbaden, Germany). Using custom-made software from Jaguar, Dua Lipa created a remix of her latest track, “Want To.”

A bespoke app will let fans use their Spotify streaming history to create their very own personalized track. Over a million different remixes are possible, in different moods, tempos and styles of music, including hip-hop, orchestral and drum and bass. Fan data can also be sourced from the way people drive, from data captured by sensors on Pace vehicles. A website, Join the Pace, lets fans participate.

The pan-European campaign will be rolled in over 15 markets including France, Germany, Benelux, Italy and Spain. It promotes the brand’s SUV models, the E- PACE, F-PACE and all-electric I-PACE and targets a “younger, more progressive” audience, according to a statement by Carsten Balmes, Director of European Marketing.