DUBAI, UAE — The new BMW Middle East Museum of Sound campaign from Serviceplan Middle East marks BMW’s entry into the world of NFTs.
As the world looks ahead to a more sustainable future with electric cars replacing engines, BMW Middle East in partnership with their Dubai importer AGMC, record and archive the roar of the BMW M Engines in the ‘Museum of Sound’ NFT Collection. Serviceplan Middle East has conceived an NFT campaign with BMW, creating a ‘Museum of Sound’ featuring recordings of BMW M Engines.
By 2023, BMW will have 25 electrified models on the road. As the future goes electric and engines go quiet, the iconic roar of the BMW M Engines will be missed, so BMW immortalized them in the ‘Museum of Sound’. Rigged with high-fidelity microphones to capture every detail. Led by DTM champion Bruno Spengler the sounds were turned into unique NFTs (Non-Fungible Tokens), minted for the owners, and preserved forever.
The Museum of Sound NFT collection is a unique art series that depicts the sound of BMW M engines through the use of a bespoke data-visualizer. The project aims to immortalize the iconic sound of the M combustion engine as we head into an electric future. The recordings for these 19 NFTs were done on location at Dubai Autodrome Club circuit, in cooperation with various BMW M owners.
Serviceplan Middle East Creative Director Andre Couto says of the creative concept behind the idea: “A BMW M engine sound is something so unique that fans all over the world get goosebumps whenever they hear their roar. Museum of Sound came as an idea to immortalize these sounds and these feelings so the future generations can appreciate these masterpieces as unique NFTs that we gave to the most valuable BMW M fans, the owners.”
Serviceplan Middle East Senior Art Director Kenneth Barnes added some insights into the technical process behind recording the engine sounds and creating the NFTs: “It’s awesome to see and hear 19 BMWs on the Dubai Autodrome Club Circuit. The owners followed a pace car driven by DTM Champion Bruno Spengler so that they could match his braking and track lines. Using external mics rigged near the exhaust, engine bay and in the cabin we documented their rev-ups, downshifts, roars and those crackle and pops. We were particular on the timing of the recording session, as the speed of sound is affected by wind, temperature, and humidity.
We converted the vehicle’s audio recordings to bend the sound wave into an abstract reactive art giving a unique visual experience and these were preserved as a 1 of 1 ethically-created NFTs. By making important logistical decisions such as using an environmentally friendly blockchain called Polygon, we were able to remind ourselves why we created the Museum of Sound to begin with: we are moving towards a more sustainable world – regardless if that is through electric vehicles, or improved blockchain technology. These NFTs were used to unlock exclusive events to reveal concept cars and experiences.”
The Museum of Sound marks BMW‘s entry into the NFT world with 19 adrenaline-filled audio/visual artworks that immortalize the sounds of the BMW M engine as we move towards an electric future. Click here to discover them now: https://opensea.io/collection/bmw-museum-of-sound
Watch the case film here.
CREDITS
Agency: Serviceplan Middle East
Client: BMW Middle East
General Manager – Natalie Shardan
Business Director – Karim Mroueh
Strategy Director – Frances Valerie Bonifacio
BMW Account Manager – Saed Shaka
AGMC Account Manager – Gonca Gorgulu
Community Manager – Hadin Hassan
Global ECD – Jason Romeyko
Chief Creative Officer – Akhilesh Bagri
Creative Director – André Couto
Creative Director – Saleh Elghatit
Senior Art Director – Kenneth Barnes
Motion Graphic Designer – Cristian J.B
Art Director – Alejandro Bucoy
Art Director – Artchie Belcena
Art Director – Saaniya Aabas
Art Director – Yasir Ali
Digital Art Director – Kai Schlosser
Digital Manager – Helmi Abdalhadi
International Communications Officer: Lee Sharrock
PRODUCTION:
Event Planning – Memories Events
Post Production – Cold Cutz
Post Production – Big Foot Films
CLIENT:
BMW RO:
Head Of Marketing – Ali Kherallah
Marketing Manager – Mariam Al Rousan
Digital Marketing Manager – Fahad Mughal
Experiential Marketing Manager – Maziar Nazari
BMW AGMC:
Marketing Director – Jochen Becht – Marketing Director
BMW M Community & Driving Experience Manager – Fabian Fuffieux
Marketing, PR & Events Executive – Arsal
