Available for download, the “Rock DNA” tool highlights the importance of the mother and pioneer of the musical genre.
When it comes to the origins of rock, those considered ‘fathers’ of the genre, including Elvis Presley, Chuck Berry and Johnny Cash, stand out. However, his true birthplace is represented by a woman: Sister Rosetta Tharpe. Recognized and revered by the trio, and other pioneers of the style, as one of their greatest influences, the American singer, songwriter and guitarist played a fundamental role in the construction of rock’n roll. And to give visibility to the artist’s intergenerational contribution, the Billboard Brazil launches a tool to perform sound DNA tests on songs, identifying Rosetta’s contribution to the compositions.
‘Rock DNA’, available in web and mobile formats, offers an immersive cultural experience by allowing users to delve into the musical roots of productions, revealing historical connections and exploring the complex network of influences that have shaped the genre over time.
The technology will work as follows: when accessing the application, the user will be able to press a button that identifies the song being played, similar to conventional technology to identify a sound. After a few seconds, an algorithm calculates the percentage of influence of Rosetta Tharpe’s music on the researched artist, musical genre, rhythm, singing style, use of the electric guitar, among other particularities of her productions, to show how much of the ‘DNA’ of the artist has in that composition. Furthermore, to ensure maximum assertiveness of the tool, the parameters will be defined by Cristiano Pinheiro, music producer at Punch Áudio, and Gayle Wald, author of the artist’s biography, both experts in Tharpe’s style and legacy.
“It is in Billboard Brasil’s DNA to be part of innovative projects. In addition to bringing a bold proposal by identifying small details of the chosen song and comparing them to Rosetta’s legacy, we are paying homage to an artist who plays a fundamental role in the history of Rock, but does not receive the credit she deserves. We want to show that the precursor of this musical style, which presents such masculine characteristics, is in fact a woman, considered inspiration by great rockers of the last century and who, to this day, has her DNA present in contemporary songs”, says Camila Zana, CMO of Billboard Brasil.
The mother of rock and fame 80 years later
Sister Rosetta Tharpe was an American singer, guitarist and songwriter who played a fundamental role in the development of the gospel, blues and rock ‘n roll genres. Born in 1915, the artist began playing guitar and singing in churches when she was still a child, and her exceptional skills soon made her a big name on the music circuit.
Popularly known for being one of the first gospel artists to achieve commercial success in the United States, Tharpe stood out for using heavy distortion on her electric guitar. Her productions were innovative for the time, incorporating elements of blues and popular music, a playing style that influenced many later musicians, including Chuck Berry, Aretha Franklin, Johnny Cash, and Elvis Presley.
Considered the ‘mother of rock’, she is still widely credited with recordings that replicate her energetic style and her unique ability to fuse the secular and the sacred. Even so, the singer was one of the names that suffered the most from the consequences of racism and sexism, and her works achieved real visibility 80 years after the release of her first hit, Rock Me, in 1938. Only in 2018, she was introduced into Rock and Roll Hall of Fame that recognized his influence on the medium. Tharpe passed away in 1973, but her legacy continues to inspire musicians to this day.
Rosetta continues as a global reference in the musical universe and moves a legion of fans on digital platforms, with more than 5M views on the song ‘This Train’ on YouTube, 72M plays on ‘When They Ring The Golden Bell’ and almost 200 thousand listeners monthly on Spotify.
The tool
Due to its relevance, the application, created by AlmapBBDO, also serves as a tribute to the artist. The idea is to offer an educational and inspiring experience for music lovers around the world.
“It’s normal to hear a discussion about who is the father of rock. We want to let people know that Sister Rosetta Tharpe was the true mother of rock. And there is no better way to do this than a DNA test”, comment Rafael Reis and Victor Laars, creatives at AlmapBBDO.
The tool can be downloaded from the smartphone app store or by accessing the link.
Datasheet
Agency: AlmapBBDO
Campaign: Rock DNA
Client: Billboard
President and CEO: Filipe Bartholomeu
CCO: Luiz Sanches and Pernil
Executive Creative Directors: Pedro Corbett
Creative Director: Eduardo Vares
Creation: Rafael Reis, Victor Laars
Special Projects: Julia Newman, Marilia Alves
PR: AlmapBBDO, Giusti Creative PR and Mynd
Audiovisual Production: Diego Villas Bôas, Aline Silva, Marcia Granja
Service: Julia Newman, Marilia Alves
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