LG Electronics wanted to do pay tribute to International Women’s Day featuring its LG XBOOM GO line, a Bluetooth speaker that has an unparallel sound quality, featuring a technology capable of playing any song at its full potential. As the budget for a post a specific date was not a lot, they asked for a creative idea that would engage people organically on social media.

In honor of International Women’s Day, LG Electronics and its LG XBOOM GO speaker line presented Mozart’s sister, Maria Anna Mozart, whose talent was as celebrated as her brother’s. Despite having to leave aside her potential as an artist due to the obligation to find a husband and get married, LG joined technology, linguistic and its music quality to transform the individual characteristics of her texts (analyzed from more than 150 pages of her letters and diaries) into a music which could only have been written by her. The piece, entitled “Das Königreich Rücken” (“The Kingdom of Back”), was named after an imaginary kingdom from Maria Anna and Wolfgang Amadeus’ childhood made reference to in their correspondences.

On International Women’s Day, we released a video on YouTube telling the story of Maria Anna Mozart, as well as the process of development of her “first composition”. On social media, we promoted the video, inviting everyone to celebrate Women’s Day by making justice to this young composer who could’ve been recognized as a genius like her brother, but instead, was completely forgotten because of her gender. We also put the tune available on Spotify. Not only for people to enjoy it as a real classic music by its quality, but also so that Maria Anna Mozart could finally be credited with a song by her, in the closest way possible, more than 250 years later.

Words and phrases from 66 letters exchanged between Maria Anna and Wolfgang Amadeus Mozart and 90 diary pages were analyzed to define the artist’s way of expressing herself. A German interpreter was invited to read the letters and diary of Maria Anna Mozart out loud. The next step was to transform these recordings of the readings into musical notes with the use of Waves Tune, a software program developed to capture vocal expressions and adjust them into musical notes. If a spoken syllable hit 387 Hz, for example, the program interpreted it as G, which is the closest note 9 (392 Hz). That’s how a catalogue of spoken phrases, transformed into musical notes, came to be analysed by famous pianist and composer Heloisa Fernandes, who reorganised them temporally and spatially into a piece for piano, in the style of the period.

“Project Ms. Mozart” was one of the most successful initiatives from LG in Brazil regarding cost/benefit. It had a lot of attention from the media on International Women’s Day. The pianist Heloísa Fernandes was invited to interviews at some of the most prestigious newspapers and radio stations in Brazil. The interest in LG Xboom Go also saw a significant raise of 15% during the second week of March, changing the way the company sees the potential of creative ideas on social media. As for Maria Anna Mozart, “Das Königreich Rücken” is still available on Spotify for anyone who loves classic music, no matter what gender they are.