Title	KLARAFY
Brand	KLARA
Product/Service	KLARAFY
Category	A01. Creative Data Enhancement
Entrant	FAMOUSGREY, BELGIUM
Idea Creation	FAMOUSGREY, BELGIUM
PR	FAMOUSGREY, BELGIUM

Name	Company	Position
Tim Driesen	Famous	Creative Director
Katrien Bottez	FamousGrey	Executive Creative Director
Laurent Dochy	FamousGrey	Creative Director
Iwein Vandevyver	FamousGrey	Creative Director
Tom Jacobs	FamousGrey	Creative
Bart De Bock	FamousGrey	Project Manager
Miet Lust	FamousGrey	Brand Manager
Bert Vermeire	FamousGrey	Developer
David Viaene	FamousGrey	Developer
Laurens Groven	FamousGrey	Webdesigner
Tessa Persoons	FamousGrey	Graphic Designer
Floris De Rycker	Klara	Music Editor
Vincent Goris	Klara	Music Editor
Tom Van de Goor	Klara	Audio Librarian VRT
Marc Weyts	Klara	Producer
Chantal Pattyn	Klara	Head of channel Klara
Els Lagrou	Klara	Marketing Manager
Els De Baets	Klara	Business Coördinator
Ellen Moriau	Klara	Marketing Producer

The Campaign

Existing recommendation tools like Itunes or Amazon give you more of the same (“people who bought this also bought this”). Klarafy helps you to break out of this ‘filter bubble’. Instead of confirming people’s taste, and keeping them in their ‘taste bubble’, we use data to burst out of this and discover new music. We developed Klarafy, a tool to help listeners find classical music that alignes with their tastes in modern music. By focusing on what classical music has in common with their own favourite music, people felt more confident to set their first steps in the world of classical music. Klarafy recommends classical music you might like, by looking at the music you already love. Our tool translates your music taste into classical music by anticipating what you will like. Line up a Spotify playlist with your favourite songs, genre immaterial, and Klarafy then chose classical music that corresponds and explains why you might like the pieces. A tool that convert one musical genre into another didn't exist yet. Soon we realised we had to think further than algorithms and had to integrate the human touch: the experience and guts feeling of musicologists and music curators.

Klarafy succeeded in making a larger audience receptive for the rich classical music heritage. After the launch, Spotify noticed an increase of classical music listeners of 82,6%. So the amount of users listening to this genre almost doubled. Not only more users are listening to classical music, the genre as such increased by 71,8% on Spotify. Klarafy reached a younger & broader public. The average Spotify user who listens to classical music was 53yo before the launch. Afterwards the average age dropped by 10 years. The average Klara listener is around 56yo, and they reach more females. The average Klarafy user is averagely 33yo and 61% of the users are males. We got 140.464 website visits and more than 60.000 Klarafied playlists. Klarafy got a massive support of our national press, including national tv news and the most popular talk show. Belgium's major radiostations supported our initiative and spread the word to their listeners. Radio2, Belgium's most popular radio station, offered Klarafy a weekly item to talk about Klarafy. Total earned media value: € 580.000. Due to the succes, Klara is now developing an educational tour for schools based on the Klarafy tool.

DATA MADE CLASSICAL MUSIC ADVICE SCALABLE. Any passionate musicologist can do the job as good as Klarafy. But, you have to find a musicologist first (and we bet they’re not in the typical peergroup of the non-classical-music-listener), and secondly, he won’t be doing it for thousands of people. At a time. By enriching Spotify-data with human insights, we can give the right advice, to anyone, anytime.

Compare Klarafy to a technological imitation of a music expert who sifts through your collection and bases their recommendations on the real you. The easy part was tracking your personal musical taste. Therefore, we scanned your Spotify playlist with existing open source technology. The tricky part was to build an engine that matches your current musical taste with corresponding classical music. As this wasn't a matter of beats per minutes or algorithms, we took the machine out of the recommendation and replaced it by the human touch. A team of musicologists and music curators worked for months mapping and categorising thousands of pieces of music to gather meaningful musical connections and surprising insights. Klarafy searches affinities, similarities or connections based on 3 criteria: - Your favourite music genre - The overruling musical mood in your playlist - Concrete starting points such as: instruments, vocal types, specific songs, etc. The banners we've put on Spotify to announce Klarafy worked very well: they achieved a click-through rate 14 times higher than the Spotify benchmark.