| Titulo | Too Many T's – Featuring Alexa |
| Brief | A common way of getting a bigger audience for an upcoming artist is to invite a more famous musician to guest star on the track. Usually they come from the same label. Too Many T's didn't have these connections, but they managed to feature one of the most famous voices worldwide: Alexa, the Amazon voice assistant, present in more than 100 million homes around the globe. Featuring Alexa is the world’s first song made in collaboration with the voice of an AI. |
| Agência |
Serviceplan Group
|
| Campanha |
Too Many T's – Featuring Alexa
|
| Anunciante |
Too Many T's
|
| Marca |
Too Many T's
|
| Data da primeira Transmissão/Publicação |
2018 / 3
|
| Sector Empresarial | Discos, CDs, DVDs e vídeos
|
| História | With their song “Featuring Alexa”, Too Many T’s manage to use Alexa as their singer, because the lyrics contain voice commands that trigger any Alexa device and the beat is produced to precisely match Alexa’s replies. The song, released through a video on Social Media, starts with Too Many T’s MCs Ross and Leon sitting in the studio, fantasizing about how to become famous like Kanye West, they figure out they could be using the well-known auto tune voice effect that’s famously used by Kanye West and many other Hip Hop acts. As neither of the T’s can naturally sing in auto tune, they jokingly ask their Alexa device if she can. To their surprise, she responds singing in auto tune, from which point the song unfolds with more commands integrated into the lyrics, from asking Alexa to calculate the amount of streams needed to make a million pounds in streaming revenue, to commanding her to play a Too Many T’s song in the end to create revenue from streaming. The song is released with and without the Alexa replies, encouraging listeners to play it with their own Alexa device to bring the performance to their own home. The song is using only native Alexa commands without the use of any additional skill. |
| Tipo de Mídia |
Viral
|
| Produtor |
Robin Karow
|
| Realizador |
Robin Karow
|
| Global Chief Creative Officer |
Alexander Schill
|
| Creative Innovation Director |
Lorenz Langgartner
|
| Creative Innovation Director |
Franz Roeppischer
|
| Director de arte |
Saurabh Kakade
|
| Director de arte |
Pedro Gropo
|
| Artist |
Ross Standaloft
|
| Artist |
Leon Rhymes
|
| Artist / DJ / Producer |
Savage Henry
|
| Music Supervision |
Henan Wensink
|
| Director de fotografia |
Christoph Werner
|
| Editor |
Marie Kobylka
|