Behr’s campaign feels more successful in capturing the imagination of a mainstream audience, especially the unexpected use of a star musician in an unusual category.
Music in Color’s guiding principle of synaesthesia, where one sense influences others, also informed a 2019 initiative from cookware brand Tramontina, which used an algorithm to convert Spotify songs into recipes. This summer they released an online mixer that let users emulate the music production process and visualize their beats. Music visualizers have also been used by Ferrera’s SweeTarts, a sweet brand. In February, M&M’s brought back its Messages packaging which included scannable codes that opened different Spotify playlists. Music & brandsīehr is among a number of brands that have recently partnered with Spotify on tech integrations designed to be more engaging for listeners than straightforward audio ads. Behr hopes that combining Spotify’s streaming intelligence and the array of paint colors from Katy Perry’s signature collection, millennial users will be inspired to paint their homes the colour of their music taste.
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