Having won the big SEAT MUSICATHON finale in Berlin, the three winning talents joined the SEAT sound branding team in Barcelona for a full immersion into the SEAT DNA.
Afterwards, Christian, Ariadna and Tomm were ready and set to start their co-creation work alongside the SEAT sound branding team.
Much of the week in Los Angeles was filled with studio time and collaboration on the new SEAT sound logo design. However, the talents also took part in workshops held by SEAT ambassadors and by music production experts and experienced some of the famous California living.
Our MUSICATHON talents received support from Grammy winning producer Ryan Hewit. Priceless tips on the art of music production have been very valuable to complete the creation of the new SEAT sound logo.
Creative Director SEAT Sound Branding Team
“After some thrilling days in Barcelona, home of SEAT, we got down to business. Our first goal: to develop a creative briefing. You narrow down the creative field from “we could do just anything“ to “THIS is our brand“. This is a highly creative process and the more heterogeneous a group is, the diverse and better the ideas get. With Ariadna, Christian and Tomm we do not only have this diversity, they are just great artists, too.”
Lars Ohlendorf, Creative Director SEAT Sound Branding Team
Brand Strategist SEAT Sound Branding Team
”I see the MUSICATHON as a successful campaign, which focuses on the exchange of creative ideas, experience and knowledge. SEAT uses the creative diversity of a classical crowdsourcing-campaign and involves an experienced sound agency promising a high degree of creativity and professional results at the same time. Young musicians benefit from the experience, they were coached throughout the whole process and they assisted a professional team for the development of the SEAT sound logo. We professionals also benefit from the exchange with the young talented artists and we are very excited about having been able to work with them.”
Cornelius Ringe, Brand Strategist SEAT Sound Branding Team
SEAT created the MUSICATHON to develop the new SEAT sound logo in a one-of-a-kind co-creation process. Successful applicants were invited to the Berlin finale to demonstrate their skills and be part of this international sound logo design competition.
The winning talents joined SEAT in Barcelona to get to know the brand and the SEAT sound team a little more to be fully prepared for their work on the new sound logo. All this accumulated in a trip to Los Angeles, where Christian, Ariadna and Tomm assisted the SEAT sound branding professionals on the development of the new SEAT sound logo.