Katy Perry Collaborates with Behr Paint and Spotify for Music in Colour Experience
Behr Paint Company has tapped singer-songwriter Katy Perry and audio streaming service Spotify to launch MUSIC IN COLOUR by BEHR, an interactive audio representation of colours Katy Perry experiences through music. This all-new colour selector tool will help people discover personalized paint colour recommendations through their favorite songs on Spotify. The MUSIC IN COLOUR by BEHR tool is live and also available at BehrMusicInColour.Ca or BehrMusiqueEnCouleur.ca.
The interactive colour tool works across the entire Spotify music library by identifying key characteristics in a song, based on tempo, key and other musical attributes, and paint colours from Katy Perry’s exclusive colour palette by BEHR (please see here for a French version). “We wanted to create a completely new way for people to experience colour selection by drawing on the inherent connection between music, colour, and creativity,” said Jodi Allen, Global Chief Marketing Officer at BEHR Paint Company. “By combining Katy Perry’s intrinsically colourful music and personality with Spotify’s data-driven technology, the MUSIC IN COLOUR by BEHR experience unleashes an entirely new way of approaching the colour selection process by using music as the guide to make DIYers inspiration a reality.”
“When I write a song, I almost always have a simultaneous sense of the accompanying visual – whether that’s a strong music video idea or just a colour palette vibe. It was amazing to see my colours come to life with the BEHR MUSIC IN COLOUR experience,” said Katy Perry.
Developed in partnership with creative agency TBWA\Chiat\Day LA, the campaign is accompanied by the new film, “Katy in Colour.” Featuring Katy Perry, the film shows the relationship between music and the colours that Katy experiences. The film was directed by award-winning music video director Emil Nava, founder of Ammolite Inc. and best known for directing music videos for Rhianna, Calvin Harris, and The Weeknd. The extensive campaign extends across social through augmented reality experiences on Instagram, Tik Tok and Snapchat, letting everyone discover and share colour through music.