“Turnstile has to make a sound, it might as well be beautiful”
– James Murphy
Last week I wrote about sponsorship and one point I forgot to mention was how brands are the patrons of this modern age. Catholic Church used to support the great artists. Now many of the great projects would not happen without the support of beer brands. And that is why I am supporting beer brands by consuming their products.
We can rationalize on how the project to turn subway turnstiles to play music with James Murphy fits into Heineken´s brand onion (or diamond for that matter)*. Whether it is good for the brand or not, does not change the awesomeness of the project. It also makes perfect sense for subway commuters. We have taken for granted that those turnstiles have to make certain sound. That certain sound is currently unobtrusive at its best, invasive at its worst. It actually feels totally weird that they do not play melodies.
Other great lesson about this project is that there are so many hidden opportunities around to rethink conventions. Some of them are opportunities for brands, some for art and some are in the intersection of both.
*They have this thing about improving cities, so I would say it is nice fit for that one.