Sony Music represents hundreds of legendary artists. We wanted to create a campaign for Sony that celebrates their songwriters and musicians by honoring that moment when the written word becomes the first line of a new song, and music is born.
Using digital paper, we created posters containing downloadable, rare songs that true music fans would go crazy for.
Click below to see posters.
Body copy: It starts as a loss: the harrowing fear of change. That even falling in love feels like a death, like an ending. But on paper, that loss becomes music. Like this poster. Which is yours to take. Along with the bragging rights of owning an exclusive song from Hozier, written from his time as an alter boy at this church on the back of old hymn books.
Body copy: It starts as a contradiction. The desire to isolate and the yearn for adventure. The cheerful side of dystopia. But on paper, those juxtapositions become music. Like this poster. Which is yours to take. Along with the bragging rights of owning a posthumous release from David Bowie, who wrote the song on he back of a napkin one night after revisiting the most famous dead end in London."
Body copy: It starts as a heartbreak: an unspeakable loss. A soul ripped in half. But on paper, it’s music. Because when you leave your mark on it, paper is never just paper. Like this poster. Which is yours to take. Along with the bragging rights of owning an exclusive track from Adele, inspired straight from her diary during her time at BRIT performing school of the arts."
Body copy: It starts as a beat. Fingers drumming a pattern of sounds on a table, with a deceptively simple phrase that you can’t get out of your head. But on paper, the beat becomes music. Like this poster. Which is yours to take. Along with the bragging rights of owning an exclusive song from techno supernova Daft Punk, who still use paper to visualize rhythms."
We timed the release of the posters to coincide with new album releases. Each poster contains the first line of the downloadable song and its background story.
Music fans can follow Sony Music to figure out when the next poster will hit the streets:
Despite it’s fragility, paper is a medium that changes intangible things like thoughts, ideas, and music into keepsakes or relics.
That’s why music fans never let of of ticket stubs, lyric pages, backstage passes and set lists. When we hold those things, we know exactly where we were—and who we were—at that point in time.
AD: Sarah Arrington