In collaboration with Work Club and FRUKT Communications, Reactify have created an online system that converts photos into short pieces of music, Loud Blue. Photos from Instagram and Twitter with the hashtag #loudblue are analysed for hundreds of points of data, and sent to a custom musical algorithm which converts them into 20-30 second clips of music. These are then sent back to the original poster via Twitter for sharing via social networks.

All of the photos and their corresponding pieces of music can be found at the Ballantine’s Loud Blue website.

Here are a couple of samples of the kinds of pieces Loud Blue can produce:

The campaign was launched in Brazil, with the plan to roll it out globally over the coming years. Truly the first of its kind Loud Blue offers people to engage with music in a totally new way.