2022 Winner

With mental health issues prevalent in the music industry, Over The Bridge and Rethink created “The Lost Tapes of the 27 Club” as a way to imagine the music that might have been made by legendary musicians if they weren’t lost to anxiety, depression and addiction at the age of 27.

Using Magenta, an AI platform developed by Google, a computer analyzed the audio data from Jimi Hendrix, Amy Winehouse, Jim Morrison and Kurt Cobain, identifying specific patterns in their original songs to generate four new tracks.

The album was launched on Spotify, YouTube Music and a microsite, and coverage in Rolling Stone helped reach over two million streams in one week, with listeners from over 160 countries. Fans performed cover songs, produced music videos and added “Lost Tapes” sheet music to guitar websites. Best of all, Over The Bridge saw an 830% increase in musicians reaching out for support.

Credits

Client: Over The Bridge
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Executive Creative Director: Leia Rogers, Morgan Tierney
Creative Director: Sean O’Connor, Hans Thiessen
Associate Creative Director: Jake Hope
Art Director: Jake Hope
Designer: Alex Bakker
Writer: Sean O’Connor
Editor: Leigh O Neill, Thomas McKeen, Ignacio Florez
Director of Amplification: Aliz Tennant
Tech Dev: Ken Malley, Steve Lam
Broadcast Producer: Terri Winters, David Fraser Winsby
Production Company: Wave Productions
Music Engineer: Dave Gaudet
Account Services: Devin Bonin, Elsie Blackman