Featured in the clip: Laser Lemon (evoking a sunny day), Flirt Alert (a rich red) and Sea of Tranquility (turquoise). These tones are played on the screen during “Never Really Over”, “Waking Up in Vegas” and “Teenage Dream”, respectively. These colors and nine more appear in a new paint palette inspired by Perry de Behr.
“Every time I write a song, seven out of 10 times I can see a visual, whether it’s a full clip or some kind of vibe,” the singer told People. “And if I had to explain my songs with colors, that would be so easy to do. I think they’re kind of synonymous.”
On a microsite, you can plug in tracks from Spotify to generate colors from Perry’s palette based on the beat, tempo, key, and other components of a song. Similar experiments are planned for TikTok, Snapchat and Instagram.
The process stems from the cognitive principle of synesthesia, where one sense influences others. Similar notions inspired a 2019 initiative by cookware brand Tramontina, which used an algorithm to convert Spotify songs into recipes. Behr’s campaign seems more mainstream and accessible, however, and Perry’s presence packs a punch in a category not known for his star power.
“It started with finding interesting ways to get millennials to paint, and more specifically to help them overcome color paralysis,” says Jason Karley, group creative director at TBWA Chiat Day LA, the Behr’s partner agency. “From there, we landed on the idea of combining two great points of passion: music and color.”
After thinking about various artists for the project, the team chose Perry because of his high profile and because color informs their work “in a bold, decisive and powerful way,” says Karley.
“Bold,” “decisive” and “mighty” might also describe Judas Priest’s classic ’80s thrasher “You’ve Got Another Thing Comin'”, featuring the screaming voice of Rob Halford, who appeared in commercials this week. for Plymouth Rock insurance.
To begin with, we ran this track on “Music in Color”, which matched the guitar rant with Breezeway, “a soft sea glass green that lights up with an air of vitality and confidence.” The live version released Surfboard Yellow, which “makes the perfect mix of sun and sand” to help DIY enthusiasts “turn any room into an exotic, active escape and find joy in its everlasting merriment.”
Sorry, Rob, this week the indignities continue to pour in.