Sony uses Spotify data to personalise band merch in new online service

Sony is experimenting with new ways to intertwine music streaming with physical merchandise, launching an online store that personalises Bring Me the Horizon T-shirts based on users’ listening habits. The site connects to fans’ Spotify accounts and uses their data to personalise the artwork on the T-shirt, with a combination of colour and pattern generated based on the loudness and energy of the tracks.

The site was developed by Sony Music UK’s in-house studio, 4th Floor Creative, and built by creative agency Phantom using music intelligence platform The Echo Nest. Fans can also manually handpick their favourite six songs to input for the site to generate the artwork. They are then given insight as to how rare or common their choices are, and offered the chance to buy the T-shirt.

It has been launched by RCA Records UK, Bring Me The Horizon’s label under the Sony umbrella group, in tandem with the band’s latest album amo.

4th Floor Creative launched in 2018 as a new department within Sony Music Entertainment UK, aiming to unite the creative disciplines across the company – from brand partnerships to podcasting and digital and audience development.