Los Angeles band YACHT is creating its own kind of "traffic jam" this week by making its new single, "L.A. Plays Itself," available for streaming online—but only when Uber surge pricing is in effect in the city.
The project, created in collaboration with BBDO New York, uses Uber's open API to create a web experience at playsitself.la. When Uber surge pricing hits at least 1.1x at peak hours of usage, the song, "L.A. Plays Itself," suddenly becomes available. When prices exceed 2x, the site unlocks a new remix. When surge pricing is not in effect, you can't access the music—but can opt to receive surge updates via YACHT's social media channels.
This video explains the project further:
The conceptual pop group, fronted by Jona Bechtolt and Claire L. Evans, is known in part for being quite high tech. This project is a nice tie-in, as the song itself is all about the special visual language of Los Angeles. It also pleasantly turns a negative into a positive by offering a perk at a time when Uber is charging a penalty.
CREDITS
Client: Downtown Records (YACHT)
Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Tom Markham
Creative Director: Derek Harms
Creative Director: Damjan Pita
Creative Director: Daniel Aykurt
Creative Technologist: Filip Williander
Art Director: Martin Staaf
Motion Designer: Chris D'Andrea
Engagement Director: Julian Cole
Account Director: Daniel Charness
Director of Digital Operations: Clemens Brandt
Producer: Andrea Segura