Martorell, 14/03/2016. - How should SEAT sound? This is the challenge facing the participants of Musicathon, an international competition organised by the Barcelona-based brand to define its musical logo, or mogo. This project gives continuity to SEAT’s commitment to co-creation, which began last year with Archithon, giving rise to the company’s digital museum.
Musicians from up to seven countries (Spain, Germany, United Kingdom, Italy, France, the Netherlands and Mexico) will participate in the competition through the brand’s websites in each of these countries. In the initial stages, the candidates must present a musical composition that responds to the question “How would Barcelona sound if it were a piece of modern music?”
A judging panel led by a renowned musician will select two participants from each country, who will attend the final in Berlin, one of Europe’s musical capitals. Once the finalist’s arrive, then a genuine creative marathon session begins. The finalists will have 36 hours to compose an original piece of music that responds to the brief announced by SEAT. Along with a previous music piece begun before the final will then be completed in Berlin, and will decide the three winners of Musicathon.
The three winning teams will each receive €2,000 cash prize and a trip to Barcelona and Los Angeles. In Martorell, the winners can visit the SEAT facilities and meet the team that will develop the SEAT Sound System. They will also spend five days in Los Angeles at a famous recording studio, collaborating with sonic branding professionals on the development of SEAT’s musical logo. The company will ultimately select one of the musical approaches as its definitive mogo.
For its Musicathon, SEAT has partnered with top names of the music industry such as Abbey Road Institute, Roland, Epiphone or KRK Systems.
The Musicathon is the second time that SEAT has relied on co-creation, following the success of last year’s Archithon held in Barcelona with 40 German and Spanish architecture students, which led to the development of SEAT’s digital museum.