BITE Insight

For anyone who’s ever exhibited even a fraction of musical talent, you can’t help but feel envious when you see someone who does it really, really well. Desperate to emulate their skills, you turn to compiling playlists of favourite tracks, tapping or singing along much to your neighbours’ horror.

But imagine if you could collaborate with your favourite musician on a new track? This is the idea behind the Brooklyn Brother’s latest work for Jaguar, the Pace, which sees the brand partner with musician Dua Lipa on a unique music project. The Pace is a long term brand building programme, across 15 European markets to celebrate Jaguar’s PACE models, including the I-PACE, Jaguar’s first electric car.

It is through this car that fans can get involved in remixing Dua Lipa’s latest track, Want To. When you drive the car, the sensory technology collects your data, from the throttle power to the speed, and can then pool that data into remixing the track. Jaguar premiered an exclusive Pace remix of Dua Lipa’s song Want To in Amsterdam at the start of September.

With over a million different ways to remix the track, the Pace encourages fans to remix the track themselves. The technology allows the artist to take ownership of their song while also allowing their fans to be involved in the creative process. You don’t have to drive a Jaguar car either to get involved. Fans can use their Spotify streaming history or a bespoke app which allows them to tap a rhythm into the phone to create a new remix.

Brands are always trying to find new ways to connect their products to an audience. A Jaguar car will be filled with technology, so it’s interesting that they’ve chosen music as a way to bridge the gap. The campaign creates a new experience from driving. The individual remix is a clever way to make a lasting memory. It’s true that cars are getting smarter, now the Jaguar can even remix its own track.