Who says music marketing is running out of ideas? Back in April, Bristolian trip-hip icons Massive Attack announced that they’d encoded their album Mezzanine into DNA. Was this a stunt? A prank? Nope. It was real – and now you can buy it in a spray can.
Ok, stay with us on this one. Basically, the the digital bitstream of the album (that’s zeroes and ones to you and me) was translated into DNA sequences which were then chemically synthesised to create a synthetic DNA sample. The DNA was then added to the spray can in a process which involved synthetic glass fossils and various other processes we don’t really understand, but basically the album now exists as a matte black paint.
Massive Attack’s 3D says, “It’s a creative way to store your back catalogue, although DNA-encoded spray paint is unlikely to be adopted by street artists seeking anonymity”.
The DNA encoded audio somehow, sits within each can of paint which contains approximately one million copies of the album. Fans of the record might want to stick to Spotify to hear the album again but full marks for a gloriously conceptual remastering. We don’t really get it, but we like it and we’ll be taking Mezzanine to a wall near you. Maybe.
If so inclined, you can read more about the process here