SAYLISTS

Grand Prix

Case Film

Presentation Image

TitleSAYLISTS
BrandWARNER MUSIC GROUP
Product/ServicePLAYLISTS
Category A03. Data-driven Consumer Product
Entrant ROTHCO, PART OF ACCENTURE INTERACTIVE Dublin, IRELAND
Idea Creation ROTHCO, PART OF ACCENTURE INTERACTIVE Dublin, IRELAND
Production ROTHCO, PART OF ACCENTURE INTERACTIVE Dublin, IRELAND
Additional Company WARNER MUSIC London, UNITED KINGDOM
Credits
Name Company Position
Conor Cunniffe Rothco, part of Accenture Interactive Copywriter
Jessica Derby Rothco, part of Accenture Interactive Executive Producer
Rob Maguire Rothco, part of Accenture Interactive Creative Director
Shane O’Riordan Rothco, part of Accenture Interactive Design Director
Bronagh O'Donnavan Rothco, part of Accenture Interactive Strategist
Sam Caren Rothco, part of Accenture Interactive Art Director
Richard Carr Rothco, part of Accenture Interactive CEO | MD Accenture Interactive
Aisling Clarke Rothco, part of Accenture Interactive Art Director
Niall Eccles Rothco, part of Accenture Interactive Developer
Zara Flynn Rothco, part of Accenture Interactive Managing Partner - Rothco Accenture Interactive
Alan Kelly ROTHCO | ACCENTURE INTERACTIVE Executive Creative Director
Jen Speirs Rothco Part of Accenture Interactive Executive Creative Director
Ray Swan ROTHCO | ACCENTURE INTERACTIVE Agency Creative Director
Patrick Hickey Rothco, part of Accenture Interactive Executive Chairman
Raphael DaSilva Rothco, part of Accenture Interactive Art Director, Designer, Motion Designer, Editor, Stop Motion Artist
Paul Power Rothco, part of Accenture Interactive Video Editor
Cristiane Schmidt Rothco, part of Accenture Interactive Art Director, Designer, Motion Designer, Editor, Stop Motion Artist
Gabriel Teixeira Rothco, part of Accenture Interactive Art Direction, Designer, Motion Designer, 3D Generalist
Hannah Gallagher Rothco, part of Accenture Interactive Post Producer
Sean Cushen Rothco, part of Accenture Interactive Senior Account Manager
Clair Fleming Rothco, part of Accenture Interactive Agency Resource & Operations
Lauren McNinney Rothco, part of Accenture Interactive Agency Resource & Operations

Why is this work relevant for Creative Data?

Lyric data has been collected for years and used solely for its primary intended function: to enable people to sing along. By looking at the untapped potential of this data and unlocking the therapeutic aspects of the lyrics, this project empowers Speech & Language therapists with a tool that their patients genuinely want to engage with.

Background

As part of Warner Music Group’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 this area was a perfect fit. Speech and language therapists have an arsenal of tools at their disposal which can help their patients. Most of these patients are children, however, which raises a problem that most tools can’t overcome - how to keep kids engaged in their therapy. We set out to provide speech and language therapists with a unique and accessible new tool that could help their patients practise the sounds they struggle with in a way that doesn’t bore them: by reimagining speech therapy within the world of popular music.

Describe the Creative idea / data solution (20% of vote)

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 data driven strategy (30% of vote)

The strategic approach to this brief consisted of analysing an existing data set for its previously unrealised therapeutic potential. A linguistic analysis of sounds in speech therapy is not dissimilar to linguistic analysis of poetry, or song lyrics. By using one set of techniques on a unique data source, we were able to unlock therapeutic potential that had previously been untapped. This meeting of two worlds is particularly relevant when our target audience was considered: a group which overlaps both the audience for pop music, and the age-group most likely to have a Speech Sound Disorder (SSD): young people. Saylists provides this cohort with an easily accessible way to practise the sounds they struggle with in a way that’s fun, engaging and – most importantly – not boring.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

We developed an algorithm to analyse song lyrics for specific sounds occurring with a certain frequency, as well as other conditions such as proximity to similar sounds and placement within a sentence. The algorithm then analysed over 70 million songs in search of those that demonstrated genuine therapeutic value, the largest data analysis of lyrics ever. 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 are 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.

List the data driven results (20% of vote)

Within a week of launch, Saylists were already being recommended by therapists, and used in therapy sessions; the Royal College of Speech and Language Therapy expressed their excitement at the project’s release, and the department of English Language Teaching at Cambridge University has gone so far as to publish lesson plans to bring Saylists into classrooms. The project was enthusiastically welcomed and praised around the globe, reaching an audience of over 42.5 million purely through earned media and word of mouth. Due to these results, Apple Music are now developing the project for other music in other languages.