IBM Makes Music Out of Tennis Data for U.S. Open

Marketer Taps LCD Soundsystem's James Murphy for Unusual Sonic Production

Published on

Editor's Pick

IBM is the latest B to B marketer to jump into music-making with this new U.S. Open campaign that creates tunes out of tennis data. The brand worked with its agency Ogilvy & Mather New York, digital production company Tool and electronic musician James Murphy of LCD Soundsystem to create the U.S. Open Sessions, platform that transforms stats from tournament matches into music. After the U.S. Open, Mr. Murphy will remix the tracks for a new album.

IBM joins a lineup of other B to B marketers brands who have used music to showcase their products. Earlier this week, GE worked with musician Matthew Dear to create tunes from its machines. Siemens also recently used its windmills to recreate Johan Strauss' "Blue Danube."

It's the latest in unique data-driven initiatives IBM has created around the tournament. Previously, the marketer also created a dynamic data wall to keep visitors abreast of U.S. Open stats.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Aug 28, 2014
Ogilvy & Mather New York
Musical Aritst:
James Murphy
Digital Production Company:
Tool of North America
Creative Director:
Patrick Gunderson
Creative Director:
Michael Sevilla
Executive Producer:
Christopher Neff
Executive Producer:
Dustin Callif
Executive Producer:
Oliver Fuselier
Front-End Developer:
Josh Beckwith
Technology Manager:
Vincent Toscano
Canvas Developer:
Felix Turner
Canvas Developer:
Shane Mielke
Junior Front-End Developer:
Callandra Harmon
Back-End Developer:
Peter Tupper
Back-End Developer:
Colin Nickerson
Senior Interactive Producer:
Simi Dhillon
Interactive Producer:
Chris Kaliszewski
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. View all Newsletters

Become a Member of Ad Age