L.A. Band Posts Its New Single Online, but Only When Uber Surge Pricing Is in Effect

BBDO collaborates on promo

Los Angeles band YACHT is creating its own kind of "traffic jam" this week by making its new single, "L.A. Plays Itself," available for streaming online—but only when Uber surge pricing is in effect in the city.

The project, created in collaboration with BBDO New York, uses Uber's open API to create a web experience at playsitself.la. When Uber surge pricing hits at least 1.1x at peak hours of usage, the song, "L.A. Plays Itself," suddenly becomes available. When prices exceed 2x, the site unlocks a new remix. When surge pricing is not in effect, you can't access the music—but can opt to receive surge updates via YACHT's social media channels.

This video explains the project further:

The conceptual pop group, fronted by Jona Bechtolt and Claire L. Evans, is known in part for being quite high tech. This project is a nice tie-in, as the song itself is all about the special visual language of Los Angeles. It also pleasantly turns a negative into a positive by offering a perk at a time when Uber is charging a penalty.

CREDITS

Client: Downtown Records (YACHT)

Agency: BBDO New York

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, BBDO New York: Greg Hahn

Executive Creative Director: Tom Markham

Creative Director: Derek Harms

Creative Director: Damjan Pita

Creative Director: Daniel Aykurt

Creative Technologist: Filip Williander

Art Director: Martin Staaf

Motion Designer: Chris D'Andrea

Engagement Director: Julian Cole

Account Director: Daniel Charness

Director of Digital Operations: Clemens Brandt

Producer: Andrea Segura