Bring Me The Horizon Launch First Spotify Data-Driven Personalised Merch
Fans of UK rock band Bring Me The Horizon can now put their own stamp on the band’s swag with the brand new ‘amo in colour’ experience. In a world-first initiative connecting streaming with physical merchandise, 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.
Today’s launch follows on from the announcement of Bring Me the Horizon’s involvement in the latest Hideo Kojima action game ‘Death Stranding’. The Grammy-nominated band have been making their mark globally on mainstream music over the past few years and are one of the most talked-about rock bands in the UK. The multi-platinum selling band scored a Number 1 album with ‘amo’ in the UK earlier this year, peaking at #1 in 17 countries on iTunes, while their album ‘That’s The Spirit’ has now been streamed over a billion times in the UK.
Merch has never been far away from the band’s story. The story started with frontman Oli Sykes hand-posting T-shirts he designed using a £500 investment from his parents, and has grown into a global clothing enterprise called ‘Drop Dead’ based in the band’s hometown of Sheffield.
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.
About RCA Records UK
RCA Records UK is a flagship recording label of Sony Music Entertainment. The company has existed since 1919 and pioneered the very first 45rpm record. The label has a history littered with legendary artists - from Elvis Presley and David Bowie to Nina Simone, Iggy Pop, Lou Reed, Harry Nilsson and Diana Ross. UK artists on RCA today include Little Mix, Bring Me The Horizon, Paloma Faith, Jake Bugg, Camelphat and Olly Murs, joining US superstars such as Beyoncé, Justin Timberlake, P!nk and Miley Cyrus.
About 4th Floor Creative
4th Floor Creative launched in spring 2018 as a new department within Sony Music Entertainment UK. The division unites the creative disciplines from across the company - comprising of Brand Partnerships, Sync, Podcasting, Creative, Digital & Audience Development. 4th Floor Creative works with Sony Music’s iconic frontline labels and offers an all-encompassing perspective to achieve an artists’ creative vision.