During a one night only experience, Martin Garrix and 7-UP created an unforgettable concert for the deaf with an interactive experience that allowed concert goers to “feel” the music. The ideation process, involved coming up with a way in which the attendees could relate to the underlying beats of the sound beyond the hearing component. With a lot of research and outreach, the creative partners developed the concept of including other sensory experiences that synched up to the music.

Executing the program began with outfitting the space to be suitable for the experience. Walls were covered in speaker cones so that attendees could feel and interact with the sound. Additionally, there was padded flooring that vibrated throughout the body. Visuals were paired to water experiments that the music itself brought to life, creating a completely seamless and encompassing audio/visual experience. Some attendees were also fitted with Subpac-like backpack systems that conveyed bass throughout the body. Martin took to the stage to play a full set as the concert goers reveled in the music. The entire experience was captured on camera and then premiered on Crave, the lead male EDM site, prior to the start of Ultra Music Festival.

The partnership led to a brand new immersive experience for the deaf community. Captured on camera, the world saw the communal power of music among a group of people who have been told their whole life that they will never experience sound the same way. This campaign was shared globally and garnered rave reviews from press outlets including Rolling Stone, MTV, Teen Vogue, and EDM.com. Additionally, the video garnered over 5 Million views on YouTube and was shared globally across all social network platforms. By showcasing this experience to others, society could finally realize that music is a universal language.