TRANSLYRICS PROJECT

Short List
TitleTRANSLYRICS PROJECT
ClientAMUSE / UNIVERSAL MUSIC
Product/ServicePERFUME
CategoryF01. Engagement Platform
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Advertising Agency 2 RHIZOMATIKS Tokyo, JAPAN

Creative Execution

This is a participatory project that fans around the world translate the lyrics into their languages and post them. Select your favorite song and just try translating one paragraph from it. You can also enjoy other people’s translations, Like or talk about each other’s posts. And of course you can share them through SNS. There is no one certain answer, so you can expect various possibilities. Their collaboration can lead to a better interpretation of the lyrics.

In one single month, we achieved 253,583 page views from 95 countries, 17,222 translations in 46 different languages and the number is still increasing today. The fans who got to know the meaning of lyrics and choreography excited. And people who never had a chance to encounter their music can now enjoy the world of Perfume.

The most popular and well-known techno-pop group in Japan, ”Perfume”. Technology allowed them to care for the co-creation with their beloved fans. They keep on going on a world tour every year starting from 2012. In 2013, they were invited to Cannes Lions for performance. They have performed in SXSW Music and Interactive in 2015. Their fans are growing all over the world.However their lyrics are written in Japanese. The world of their lyrics is linked to the unique and charming choreography, videos and the stage-settings supported by cutting edge technologies. So if you are not familiar with Japanese, you cannot fully enjoy what they would really like to convey. But it’s impossible to translate lyrics that have various meanings and interpretations. Our mission was to break the border of language differences and make it possible for the world to really see the enchantment of Perfume.

Credits

Name Company Position
MIKIKO Elevenplay Supervisor
Yasutaka Nakata capsule Music
Daito Manabe Rhizomatiks Research Creative Director
Kaoru Sugano DENTSU INC. Creative Technologist
Hirock Kimura Rhizomatiks Design Art Director
Kentaro Mito Freelance Front end Programmer
Ryo Kanda Freelance Front end Programmer
Hajime sasaki mountposition Back end Programmer
Shunsuke Shiino mountposition Back end Programmer
Tatsuya Takemasa Rhizomatiks Back end Programmer
evala port, ATAK Sound
Links