DJ-51 is built as a mobile application and is distributed by Apple’s Application Store and through Google Play. Interaction within the application relies entirely on user data, both geo-location and Spotify playlists. DJ-51 was first officially launched at SXSW, in Austin, Texas, as both an interactive and musical innovation. While the live events are supervised, the application is fully functionally and can be utilized for personal events at the users discretion.

DJ-51 has proved to be a highly successful global launch platform for Cachaca 51. Within the first three weeks the application had more than ten thousand downloads. It now has a strong database of 1.3 million songs pre-sorted and analyzed, and has created approximately 24 thousand unique playlists. It has been organically growing with approximately a thousand more downloads a day in over 35 countries; effectively creating more then ten thousand ambassadors of the brand, and positioning the band in the right space for behaviors directly associated with alcohol consumption.

All events come down to three key elements: liquor, the people and the music. DJ-51 leverages these elements to deliver tailored content that creates the perfect environment to market Cachaca 51. DJ-51’s algorithm was built around discovering intersections in musical taste. Asking people to disconnect from all their devices was not ideal, so we created a new way to connect with the physical space. DJ-51establishes a small radius as a network perimeter, based on the geo-location data from mobile devices, which determines when a user can connect, share music with the room and most importantly grounds them to the physical space they are in. The micro-networks are key to executing Cachaca 51’s campaign. They create the moment defined by the people, shared spaces and music, and therefore helps brand Cachaca 51’s identity within the place alcohol is shared most.