SAYLISTS

Bronze Eurobest Award

Demo Film

Presentation Image

TitleSAYLISTS
BrandWARNER MUSIC GROUP
Product/ServicePLAYLISTS
Category C01. Curation of Data
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
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
Aisling Clarke Rothco, part of Accenture Interactive Art Director
Sam Caren Rothco, part of Accenture Interactive Art Director
Niall Eccles Rothco, part of Accenture Interactive Developer
Hannah Gallagher Rothco, part of Accenture Interactive Post Producer
Jessica Derby Rothco | Accenture Interactive Executive Producer
Cristiane Schmidt Rothco, part of Accenture Interactive Art Director, Designer, Motion Designer, Editor, Stop Motion Artist
Raphael DaSilva Rothco, part of Accenture Interactive Art Director, Designer, Motion Designer, Illustrator, Animator
Gabriel Teixeira Rothco, part of Accenture Interactive Art Director, Designer, Motion Designer, 3D Generalist
Paul Power Rothco, part of Accenture Interactive Video Editor
Ray Swan Rothco, part of Accenture Interactive Agency Creative Director
Jen Speirs Rothco Part of Accenture Interactive Executive Creative Director
Alan Kelly Rothco, part of Accenture Interactive Chief Creative Officer
Richard Carr Rothco, part of Accenture Interactive CEO | MD Accenture Interactive
Patrick Hickey Rothco, part of Accenture Interactive Executive Chairman
Zara Flynn Rothco, part of Accenture Interactive Managing Partner Rothco Accenture Interactive
Sean Cushen Rothco, part of Accenture Interactive Senior Account Manager
Lauren McNinney Rothco, part of Accenture Interactive Agency Resource & Operations
Clair Fleming Rothco, part of Accenture Interactive Agency Resource & Operations

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.