Hydric Media Brings Music Tech To Spotify And Gatorade In The US

Hydric Media Brings Music Tech To Spotify And Gatorade In The US
Lachlan Kirkwood
By Lachlan Kirkwood
SHARE
THIS



Innovative technology studio, Hydric Media from Brisbane, Australia has partnered with Gatorade, Spotify and VML Chicago to bring fitness junkies performance-enhancing playlists backed by science.

The result of the collaboration is ‘Gatorade Amplify’, a web application developed by Hydric Media in Australia, that combines Spotify’s playlist recommendations engine with never-before-seen ‘crossfade’ technology for interval training playlists.

It also includes Hydric Media’s proprietary branded campaign playlist management platform, ‘Lineup’.

The Amplify app allows users to generate their own personalised high-intensity and interval workout playlists accurate to the second, that automatically refresh with new music every week.

The application is the centrepiece of a national-scale digital branding campaign in the US featuring Spotify ad media, managed by Omnicom, with special music supervision by Steve Aoki and his Dim Mak label.

“It was essential for the application to tap into and harness extensive information and data,” said Tim Ganss, the commercial head for Spotify’s ‘Echo Nest’ music science department.

“And beyond that, also understand what acoustic attributes drive users to want to train to music.”

Hydric Media were charged by Spotify with responsibility for the technology concepts, user experience design and development of the app.

“A core focus for Hydric Media has always been music recommendation and discovery. Hydric Media has been working with the Echo Nest and Spotify for a few years now,” added Hydric Media co-founder and chief technology officer, Eoin McCarthy.

“This is a special moment where that relationship has generated a truly innovative experience that serves as an excellent example of what brands can do with music and technology.”

Underpinning some of the most technically complex parts of the app is a customised version of ‘Lineup’, Hydric Media’s proprietary Spotify playlist management platform.

“Lineup allows brands to queue up tracks for their Spotify playlists days or months in advance using a straightforward browser interface. It is to playlists and music what Buffer is to social media,” said McCarthy.

“It can even refresh your playlists with new tracks as often as as a brand needs without someone having to choose them. The result is evergreen playlists powered by Spotify’s recommendations engine based on their original tracks.”

Please login with linkedin to comment

CC's Enero Gatorade hydric media

Latest News

The Key To Understanding Your Competitors
  • Opinion

The Key To Understanding Your Competitors

Suzzanne Laidlaw (pictured below) is an internationally accredited business coach, global leader in business planning and author of the new book, “What’s Your Plan?”. In this guest post, Laidlaw argues that examining your competitors might be just as important for post COVID-19 success as examining your own… The industries around you are always changing, new […]

Opinion

by B&T Magazine

B&T Magazine
George Savvides Appointed As SBS Chair
  • Media

George Savvides Appointed As SBS Chair

SBS has appointed George Savvides AM as the new SBS Chair, as announced by the Minister for Communications, Cyber Safety and the Arts for Communications, Paul Fletcher MP, today.  SBS Managing Director, James Taylor; said: “On behalf of the Board and SBS, I’d like to congratulate George on his appointment. Since being appointed as Deputy […]

Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland
  • Media

Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland

Tasmania’s Hobart-based Mercury has decided to rearrange the Australian map by moving itself onto the mainland and pushing Victoria off. As Victoria’s rise in COVID-19 cases continues, the Tassie newspaper decided to take matters into its own hands and physically banish the state, placing Tasmania between South Australia and NSW instead. Rivalry between Australian states […]

Recommended

by B&T Magazine

B&T Magazine
QUT Launches Refreshed ‘Real World’ Campaign Via BCM
  • Campaigns

QUT Launches Refreshed ‘Real World’ Campaign Via BCM

QUT’s long-term partner BCM has developed brand and student recruitment campaigns for the university for the past 19 years, featuring real student stories about their QUT experiences and real-world success as graduates. But what makes this year different? To reflect QUT’s vision for 2020, BCM has revisited the ‘classic’ QUT graduate success story formula, but […]

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad
  • Technology

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad

To coincide with the launch of Seven’s Big Brother, creative performance company Kargo has announced the findings of its launch campaign for the program, utilizing the advertising industry’s only mobile, 100% share of voice Branded Takeover solution. Working with a variety of publishers, Channel 7 harnessed Kargo’s Branded Takeover campaign during promotion for the new […]

Stateside Sports Selects Emarsys For CDP Technology
  • Technology

Stateside Sports Selects Emarsys For CDP Technology

Stateside Sports, Australia’s home of United States sports lifestyle, has partnered with Emarsys, the only omnichannel customer engagement platform built to accelerate business outcomes, as it looks to double its customer database and retail presence within the next two years.