Spotify Will Only Play This Song If It’s Raining Outside
Weather-triggered music launched for The North Face's new campaign
Outdoor apparel brand The North Face has launched a fully waterproof rain jacket called the Apex Flex GTX. To mark its release, a new campaign invites customers to embrace the elements and “Seek No Shelter,” with the world’s first weather-triggered song celebrating rain by American rock band White Denim being released exclusively on Spotify. The song will only play when and where it is raining, through the use of geo-targeting technology.
White Denim premiered the weather-inspired song at SXSW in an immersive experience and fans can visit SeekNoShelter.com to unlock the single and listen to a Rainy Day Playlist curated by The North Face.