Digital Craft > Form
ROTHCO, PART OF ACCENTURE INTERACTIVE, Dublin / WARNER BROS / 2021
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Overview
Credits
Describe the creative idea
This may seem like a normal collection of songs, but these are the first playlists in the world where singing along can help you overcome a speech impediment.
Repetition is key to overcoming a Speech Sound Disorder, but for kids, repetition is boring. Except when it happens in music. Warner Music teamed up with Apple Music to analyse over 70 million song lyrics, isolating songs in which particular sounds occur in particular patterns that are beneficial for speech therapy. These songs were collated into Saylists: playlists categorised by problem sounds, providing an easy, accessible, and enjoyable way for kids to practise the sounds they have trouble with, simply by singing along to their favourite songs.
Describe the execution
As part of Warner Music’s corporate social responsibility, they support initiatives in music with positive social impact. Musicians have long used their art to help with Speech Sound Disorders (including WMG’s Ed Sheeran), so we decided to formalise the relationship between music & speech therapy.
We developed an algorithm to analyse song lyrics for specific sounds occurring with a certain frequency, as well as other conditions (proximity & placement). It then analysed over 70 million songs in search of those that demonstrated genuine therapeutic value. All were scored and ranked. Songs that scored highest and fit listener profile were compiled into Saylists categorised by problem sound.
The Saylists were launched on Apple Music where they’re easily accessible to all, with supporting communications on social channels. The Saylists will be available indefinitely, with data available to create additional Saylists in the future to continually refresh the platform and the offering to listeners.
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