Brand USA Launches Hear the Music, Experience the USA

Spotify, Mustache, and MediaCom Collaborate with Brand USA in the Campaign’s Creation Exhibiting American Music and Culture Across Five Cities

Brand USA, the destination-marketing organisation for the United States, unveiled Hear the Music, Experience the USA, an integrated marketing campaign utilising the power of music to promote international travel to the United States.

A unique exploration in sound, the campaign interprets Bobby Freeman’s iconic song, “Do You Wanna Dance?” through different musical genres as envisioned by five innovative artists bringing the unique cultural sounds of their cities to life.

The campaign was created and executed by Mustache, a content-first creative agency, working alongside MediaCom as Brand USA’s communications, data, and audience partner.

To amplify the campaign, the company has partnered with digital music service Spotify to enhance discovery and exploration options with more than 20 customised US city soundscape playlists.

This dynamic storytelling tool presents a new way for the company to inspire, invite, and welcome visitors from all over the world.

The heart of this campaign lies with the five emerging artists selected to bring the sound of their respective city to life through original renditions of “Do You Wanna Dance?,” including: Cam James (Cameron James Williams) – Hip-Hop|Atlanta, Georgia; Bass Physics (Arja Adair) – Electronic Dance Music (EDM)|Denver, Colorado; Nathan Quick – Blues|Houston, Texas; Reptaliens (Bambi and Cole Browning) – Rock ‘n’ Roll|Portland, Oregon; and Calma Carmona – Soul|San Juan, Puerto Rico.

As demonstrated through the styles of these artists, the United States’ music scene is constantly evolving and each region has a unique story to tell. By being exposed to the sounds of electronic dance music (EDM) in Denver, the blues in Houston, rock ‘n’ roll in Portland, hip-hop in Atlanta, and soul in Puerto Rico, prospective travellers get a taste of the eclectic cultural and musical soundtrack the United States offers.

Each version of the song balances the talents’ creative flair with the energy and style of music inherent to their location, and together, they demonstrate the incredible diversity of people, places, and experiences available in the United States.

“Music is a universal language that transcends language and cultural boundaries, and Hear the Music, Experience the USA presents an entertaining and highly engaging platform to showcase vibrant destinations across the United States.

“The artists’ passion for their cities shines through in each rendition as they reimagine a classic radio hit in a new digital streaming era. We are hoping their contagious energy connects with culture-seeking tourists across the globe and inspires them to experience the United States in a new way,” said Tom Garzilli, Chief Marketing Officer of Brand USA.

The campaign represents a collaboration between Brand USA and Mustache, the creative agency responsible for identifying the song, artists, and conceiving and producing the creative centred on the unique power of American music as a cultural lens.

MediaCom provided the traveller insights and performance data underpinning the partnership.

The focus on sound in the campaign aligns with the company’s new large format film, “America’s Musical Journey,” which explores America’s history through its distinctive music and sound.

The integrated campaign and film engage the ears and the eyes, and from small screen to big screen and everything in between, delivers an immersive experience for consumers.