In Hong Kong, there’s only ‘entertainment’. There is no music industry.

We took 14 indie bands, and embedded their songs and profiles into 14 different QR Codes. These were then assembled into the shapes of animals that live hidden in the city, and posted all over Hong Kong.People who scanned the QR Codes in the animals with their mobiles were rewarded with band info and refreshing new songs. By scanning different parts, they could listen to different songs, exploring all the hidden sounds of the city.They could also buy any of the songs directly from their mobile, as well as share it on Facebook and other social media.

We saw countless people sharing their newly discovered music on Youtube, Facebook, Twitter, and personal blogs. But what was even more important was that more than half of the 14 bands sold out their albums within the first week, helping more people uncover the hidden sound of the city.