Paintlist is bringing new color to your playlist.
The new app, launched by Dutch Boy Paints, uses songs stored on your phone or the phone's microphone to identify a songs, and then analyzes it to suggest several color palettes.
In my book, THE ON-DEMAND BRAND, I look at how paint brands like Benjamin Moore have launched apps that let you scan a color for the nearest matching paint color, and the nearest retail location carrying it.
Now, Dutch Boy is analyzing
your favorite music to make suggestions based on things like tempo and beat.
You can also find retailers carrying the choices - and even share your choices
to get feedback from friends via Facebook and Twitter.
Patricia Macko, director of brand marketing at Dutch Boy, tells the New York Times that the goal here is to connect with millennials whose connection to the 106-year-old brand may be tenuous.
"We know millennials are who we need to be talking to, because they are the future homeowners in the category," she tells the pub. "The brand is steeped in heritage, but for millennials, it might just be something they remember seeing in their grandmother's garage."
As you might expect, fast, upbeat music favored by many millennials results in recommendations for vibrant colors - and slow, dramatic music results in more muted tones.
As Brian Morrissey, editor in chief of Digiday, tells the Times, the app makes paint more interesting by "tapping into people's existing passion" for music.
What does Paintlist recommend based on your musical tastes?Share with the group; maybe we'll learn something about what drives you, too.
Read the NY Times piece on the initiative, here.
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