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Shortlist Award
Rock DNA
Billboard
Brazil
2025
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Execution Audio
Entrant Company
AlmapBBDO
Entry Type
Product/Service
Program
Clio Awards 2025
Medium Type
Professional
Medium
Audio
Category
Use of Technology
Who is the father of rock? A few names probably came to mind – Chuck Berry, Elvis Presley, Johnny Cash... All men. But the father of rock is actually a mother: Sister Rosetta Tharpe. Years before them, Rosetta was already cranking up the distortion on her guitar, shredding solos, and presenting her rock’n’roll on stage. Though she was recognized as a major influence on many of the men said to be the inventors of rock, including Johnny Cash himself, who name-checked her in his induction speech at the Hall of Fame, Rosetta Tharpe never received the recognition she deserved. This injustice must be corrected. There’s no better way to prove that rock has a mother than to look at its DNA. That's why we created the first musical DNA test. A new, interactive way to tell a story to your audience through data. We created an algorithm that analyzes songs and cross-references the data with elements that became hallmarks of Rosetta Tharpe’s work throughout her career. The result shows the Mother of Rock’s influence on each song, expressed as a percentage. The algorithm can be consulted through a web app, available for desktop and mobile devices: https://rockdna.app/en/
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