In British Columbia, a unique music competition is being held where cows judge the songs. The BC Dairy Association’s ‘Music Makes More Milk‘ initiative is inviting contestants to create original pieces of music for a contest, the winner of which will be the one that makes the cows produce the most milk.
Developed by DDB Canada, the basic premise behind it is that cows respond positively to music. Contestants can use an online music composition tool to create their songs. The six-week contest launched on Wednesday, and the top 15 songs voted for by the public will be played to the cows on a BC dairy farm. Videos of the cows reacting to each shortlisted song will be shared online on November 7th.
The cows themselves will judge the final round, with the winner determined by measuring how much milk is produced while the songs are playing. The one that produces the most milk will be crowned the winner and will be announced on November 26th. Music-related prizes will be awarded to 15 semi-finalists and five finalists, and the winning contestant will also receive a trip for four to the Grammy Awards in L.A. Dean Lee, creative director at DDB Canada, said:
You don’t need to be an accomplished composer to participate. The music composition tool was developed for all ages and music skillsets. As an added incentive to purchase and drink more milk, contestants can enter UPC codes on milk products to unlock additional sound effects and instruments to include in their composition.