The DNA Project is an interactive album-making experience where fans follow along as j.viewz creates his next release. Through video, image, text and audio posts, they’re given access to every moment along the creation timeline: the collection of sounds and beats, writing and recording sessions, even a song’s naming process. Through this real-time view, fans get a deeper understanding of each track’s origins and components - its musical DNA. They can explore this DNA, upload their own content to inspire j.viewz, and join ongoing conversations on the site.
The platform is still running (6 out of 10 songs has been completed) - so final results & effectiveness has not yet been measured.
The making of an album is a complex process that people usually don’t get to see, composed of various small moments and collaborations. For an artist, releasing just the final song or album is a little bit like telling half the story. Our idea was to develop a platform that allows fans access to all these individual pieces that make up each song, to give people a new way to engage in an album experience, from its inception, through progress, to completion.