FEATURING ALEXA

Short List
ClientTOO MANY T'S
Category B02. Use of Audio Technology
TitleFEATURING ALEXA
Product/ServiceTOO MANY T'S
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation 2 TOO MANY T'S London, UNITED KINGDOM
Production ROBIN KAROW Munich, GERMANY
Credits
Name Company Position
Alexander Schill SERVICEPLAN GROUP Global Chief Creative Officer
Lorenz Langgartner SERVICEPLAN GROUP Creative Innovation Director
Franz Roeppischer SERVICEPLAN GROUP Creative Innovation Director
Saurabh Kakade SERVICEPLAN GROUP Art Director
Pedro Gropo SERVICEPLAN GROUP Art Director
Standaloft Too Many T's Artist / MC
Leon Rhymes Too Many T's Artist / MC
Savage Henry independent / TMT's DJ & collaborator Artist / DJ / Producer
Henan Wensink Henan X Music Supervisor
Robin Karow Robin Karow Director
Christoph Werner Robin Karow DOP
Marie Kobylka Robin Karow Editor

View Script

Write a short summary of what happens in the radio advert

Featuring Alexa is the world’s first song in collaboration with the voice of an AI: Alexa, the #1 AI voice assistant by Amazon, present in more than 100 million homes around the globe. The story of the song starts with a prologue where TMT’s come up with the idea of copying Kanye West’s recipe for success – auto-tune – to get famous themselves. As they naturally can’t sing in auto-tune, they jokingly ask Alexa if she can, to which she replies with a version of Kanye West’s famous “Heartless” auto-tune chorus. The song starts, and TMT’s fantasize about their now guaranteed fame, interacting with Alexa who raps, sings and drums. She calculates how much plays they need to make a million dollars from streaming revenue, then plays TMT’s album title track in the end on viewers stereos, generating actual streaming revenue.

Cultural/Context information for the jury

Featuring – Inviting another artist as guest on a track. Upcoming artists often get a feature by already famous artists to promote them. Kanye West – Famous hip hop artist, known for using auto-tune effect. Auto-tune – Controversial audio effect, where pitch is applied to voice digitally. Loved by mainstream pop lovers, hated by true hip hop lovers. In the song, I hear them tune, … – Chorus of famous Kanye West auto-tune song ‘Heartless”. 0.004 – Revenue small artists get per play from streaming services like Spotify and Amazon. The Money Team like Mayweather – The company of boxer Floyd Mayweather is called “The Money Team”, short TMT – same as Too Many T’s. Glastonbury and Coachella – Two of the biggest music festivals, in the UK respectively US. It’s Rhymes – Leon Rhymes, one half of TMT’s South City Court – Title track of TMT’s latest album

Script

Leon: I don’t know mate, ask her. Ross: Alexa, what’s the net worth of Kanye West? Alexa: Kanye West’s net worth is 160 million dollars. Leon: See, that’s some serious cash, man. What did our last album make? Ross: Eh… We lost five grand, because we got all that vinyl printed and we didn’t really sell any. Leon: Mate, we could make this Kanye cash, if we just did the right things. Ross: What, like, marry a Kardashian? Leon: No, mate. Ross: Get a full choir on the track? Leon No. Auto-tune! Ross We can’t sing in auto-tune. Leon Alexa, can you sing in auto-tune? Alexa In the song, I hear them tune, The coolest sound I’ve ever known. Somewhere far along this flow, machines have found their soul and the groove ain’t heartless. Leon No way, mate! Leon Alexa, drumroll! Alexa Ok. *drumroll* Leon Whooo, we’re gunna be rich. Now we found a trick to write a couple of hits. This auto pitch should help get our track out to the kids. This could be it. Yeah! This could get us onto the Brits. We got some click-bait auto-tune, Ross Us two rappin’! Leon I’m cool with that, Alexa, are you happy? Alexa I’m happy when I’m helping you. Leon Oh?! Ross It’s been tough been a genius without any fans, I mean this rappin game is tedious with no money in hand. But now thanks to this tiny little bot AI, We’re gunna make a milly quick from Spotify. Alexa, what’s 250,000,000 times 0.004? Alexa 250,000,000 multiplied by 0.004 is one million. Ross Yeeaaahhh we’re gunna be stacking that cash. Leon And all we had to do is just ask: Alexa, can you sing in auto-tune? Alexa In the song, I hear them tune, The coolest sound I’ve ever known. Somewhere far along this flow, machines have found their soul and the groove ain’t heartless. Ross It’s Too Many T’s, we’re The Money Team like Mayweather. Headline slots in Glastonbury and Coachella. Auto-tune makes us, but couldn’t really care less. Tell ‘em all Alexa, what’s a synonym for success? Alexa Success’s synonyms include achiever, succeeder, and winner. Sam Wow, winning! Leon I’m soon sure we’ll have a world tour, With pearl doors on my 3rd Porsche, Out by the boat port. We’re gunna blow, sure, And go sky high. Supports gunna grow yo, Alexa, Hi Five! Alexa I would if I could, but I can’t. So I’ll chant: One two three four five. Ross Five four three two one, it’s Rhymes! Leon We gunna be gettin a heck of applause, Gettin the cheddar of course. We’re gonna be mega enourmous, Now we got this effect on the chorus. Ross Yeeaaahhh we’re gunna be stacking that cash. Leon And all we had to do is just ask: Alexa, can you sing in auto-tune? Alexa In the song, I hear them tune, The coolest sound I’ve ever known. Somewhere far along this flow, machines have found their soul and the groove ain’t heartless. Leon Haha! Yesss! Ross She’s such a good singer! Alexa, can you rap? Alexa Connect sync link all the pieces of your life by Get it done at the speed of Wi-Fi. Ross Alexa, stop. That wasn’t very good. Alexa, play South City Court. Alexa South City Court, by Too Many T’s *plays South City Court* Ross Aaah, sick! We just need 249,999,999 more plays and we’ll be millionaires!