2022 Winner

To highlight the mental health struggles of artists in the music industry, Over The Bridge reimagined what works could have been produced by a group of legendary musicians who lost their own internal battle and died at the age of 27.

“The Lost Tapes of the 27 Club” marked the first time that artificial intelligence was used to create new music from late artists – works that might have been possible had they received the support they needed.

Using Magenta, an AI platform developed by Google, a computer analyzed the audio data from Jimi Hendrix, Amy Winehouse, Jim Morrison and Kurt Cobain, identified specific patterns in their riffs, rhythms, vocals and melodies, then generated four original songs based on their styles – with the resulting album released on Spotify, YouTube Music and a microsite.

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