The vodka brand, a producer, a brainwave expert and three disabled musicians teamed up to create a work of art.

Vodka company Smirnoff teamed up with international artist and producer DJ Fresh, brainwave technology expert Julien Castet and disability charity Queen Elizabeth's Foundation (QEF) for the Mindtunes project.

The group worked with three physically disabled music fans–Mark, Jo, and Andy–to create a dance track using only their minds.

Castet used an electroencephalography device to measure the electrical activity in the brain and then convert brainwaves and emotions into beats and sounds. Mark provided the beats; Jo provided the synth; and Andy provided the noise FX. The track was then put together and produced by DJ Fresh.

UP YOUR QUOTA FOR JUST $15 A MONTH
PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)