We set out to launch the next Red Bull Music Academy campaign: to raise awareness about how we all have the power of music inside us and inspiration can come from the most unexpected of places.

To roll out the concept that music inspires music, we began with a general 360 approach

At phase 2 of this campaign we opened the conversation to users. Each gorilla style poster would trigger our mobile app, allowing followers to create, share, and listen to original tracks. These would range from famous musicians to the unknown hidden talent that lives within us all.