IBM tracks every piece of data that happens in a US Open tennis match.
We turned that data into music. That is, we got James Murphy and tech geniuses
to build a custom algorithm to translate game events like scores and stats
into song characteristics like pitch and tempo. So 187 different pieces of
music wrote themselves in real time, as the matches happened.
It all streamed on a website that was both a music visualizer and a score tracker. So when you heard a change in the music, you saw what caused it.
James took his 12 favorites matches and remixed them for an album, Remixes Made With Tennis Data, that got positive reviews from the likes of Rolling Stone, KEXP and Pitchfork. Not bad for music written by a computer program. The album is embedded in this page if you want to listen.
One Show Silver Pencil for interactive sound design
One Show Bronze Pencil for motion graphics
D&AD Graphite Pencil for digital design
D&AD Graphite Pencil for digital brand expression
3 Webby honoree distinctions
3 Webby Nominations
FWA Site of the Day
FWA Cutting Edge Project of the Week
Google Creative Sandbox Feature