Bring Me The Horizon Launch First Spotify Data-Driven Personalised Merch
UK rock band Bring Me The Horizon are the first ones to connecti streaming with physical merchandise; indeed the "Amo in colour" website utilises Spotify data to generate unique T-shirts based on fans' listening habits.
The dedicated website directs fans to log in using their Spotify credentials and pick their favourite six songs from the album. Fans’ Bring Me The Horizon Spotify listening data is then matched against the loudness and energy of those tracks, drawing on data from music intelligence platform The Echo Nest. The result is an exclusive T-shirt with a design that is unique to those with similar Bring Me The Horizon streaming behaviour. Fans gain an insight into whether they listen to the band’s catalogue in a rare or common way, and can then purchase the T-shirt. Those who do not have a Spotify account can also manually input their song choices which will generate their customised T-shirt design.
The website was developed collaboratively between Bring Me The Horizon’s label, RCA Records UK, Sony Music UK’s 4th Floor Creative, and built by creative agency Phantom.