Gap Discovers The Sound of Color

Gap has launched a new online marketing campaign called The Sound of Color, in which up-and-coming musicians the Raveonettes, Dntel, Swizz Beatz, the Blakes and Marié Digby were each asked to create a song inspired by a particular color, which was then turned into a music video by an equally avant garde video director.

The songs and their accompanying videos can be downloaded at soundofcolor.com. They’ll also run as ad units on some music websites for the duration of the campaign, which launched on Feb. 15 and will last a month. Amazingly, the artists will retain all rights to their songs, and after the 30-day campaign ends, they’ll be able to use them for whatever purposes they like.

While some of the musicians have worked with Gap before, and others have enjoyed popular indie success, one in particular caught Gap’s eye in a more roundabout way. The retail chain discovered Marie Digby when the producers of The Sound of Color heard her acoustic renditions of pop tunes on YouTube. Digby calls her interpretation of the color yellow “a love song about the sun” and the melody is fittingly soft, warm, and inviting. The video, directed by Ryan Ebner, follows former NYC graffiti artist Ellis Gallagher as he journeys throughout urban Los Angeles tracing the shadows of objects with bright yellow chalk.