The Roots Release Music Video Fans Can Taste
.
(Radio.com) The Roots have teamed up with beer producer Stella Artois to create the first music video you can taste. Stella Artois worked with creative services firm Sid Lee to cultivate specific sounds that people associate with specific flavors based on scientific research. "Sounds can influence your sense of flavor," said Dan Chandler, executive creative director at Sid Lee. "We found fruity pineapple notes, for instance, and then asked people what sounds they represent. All of the sounds were then added to the video, to bring out the fruity or sweeter notes, or the bitter notes that come from the hops in the beer" (via AdWeek). The Roots then created two different tracks, each called "Bittersweet." One contains a higher pitch to bring out Stella's sweet flavor, and the other contains a lower pitch to bring out its more bitter flavors. As listeners drink a Stella Artois while listening to each track, they should be able to "taste" the music, or at least have it transform the beer's flavor. More than just listening to the tracks online, though, the attempt to pair music and taste comes as part of a multi-sensory experience put on by Stella Artois called Le Savoir. Held in Montreal earlier in August, in New York this week, and in Buenos Aires in September, the event features a four-course meal with beer pairings and a live performance by The Roots. Listen and see if you can taste the difference here. Radio.com is an official news provider for antiMusic.com. advertisement |
Kandace Springs - Run Your Race
On the Blue: New Horizons Cruise Day 1: Marbin Gets the Fun Started
Hot In The City: Prog Band Tu-Ner Coming to Phoenix
Slipknot To Play Rare Intimate Venue Show This Week
Deep Purple Announce New Album '=1'
Howard Jones, ABC And Haircut 100 Taking Fans Back To The 80s This Summer
Veil Of Maya and Brand Of Sacrifice Lead Summer Slaughter Lineup
Watch Sebastian Bach's '(Hold On) To The Dream' Video
Kittie To Rock North American Headline Dates
Billy Corgan's Adventures in Carnyland TV Series Premiere Announced
GHOSTxSHIP Releasing First New Music in 10 Years