Thursday Stir

By Kyle O'Brien 

Nose Music is a collaboration between dublab and The Institute for Art and Olfaction.

-What does music smell like? Creative company Bighouse has followed its nose to offer “Nose Music,” a vinyl box set out today that doesn’t feature any actual music, but plenty of scents. Bighouse, in partnership with non-profit radio station dublab and the Institute for Art and Olfaction, dropped the box set that is now available to purchase exclusively at The accompanying scents have been carefully crafted by a group of boundary-pushing independent perfumers, selected and curated by The Institute for Art and Olfaction. Each scent was formulated to enhance the emotional experience of listening to its corresponding album, from artists including Alice Coltrane, Brian Eno, Nina Simone, Kraftwerk, Stevie Wonder and Prince. Each box set also contains a booklet featuring essays and quotes on the relationship between sound and scent from Sigur Rós’ Jónsi, Elijah Funk of Online Ceramics, and more. In addition, the booklet contains original artwork from renowned visual artists and illustrators including Umar Rashid, Dave Muller and Johanna Jackson. Each piece of art was inspired by its accompanying album and scent and is meant to provide visual stimulation to enhance the sensory experience.

-IPG’s Momentum Worldwide is preparing for the deluge of AI-generated content and the agency is creating the role of synthetic media producer to help reduce risks and mitigate liability.


-There is a “significant strain” between clients and their agency partners, which is impacting the quality of the creative output, according to a new industry report.

-The One Club for Creativity has added another element to its professional development programming with the launch of the Entrepreneurial Accelerator Workshop, a five-day course that provides a blueprint for the ideation, critical thinking, and tools attendees need to start their own business venture. Kicking off July 11-13 and 19-20 as an in-person program in New York for 30 enrollees, the course is for individuals interested in someday creating their own start-up or seeking a change from their current career situation.

-Data reveals a growing number of consumers are basing their identity on movies, music and video games, giving rise to super fans.

– A sonic strategy isn’t a “nice to have” or optional extra. It’s an idea that needs to be baked into the creative process from the beginning, writes Paul Reynolds, svp of global creative services at MassiveMusic. 

-Boston agency The Grist has launched the first new campaign for new client UPrinting, demonstrating the meaning of printing it right the first time. “Tour Poster” finds a goth metal group awaiting its impending road tour when they discover that the poster is the wrong size. With a nod to a scene from Spinal Tap, the band excitedly opens the poster box to find a 1” x 2” version of the poster. One member decides to quit and is so upset that she could “write a love song right now.” Eventually UPrinting was the right answer.