Field.work goers hear their emotions with Ministry of Sound

Attendees at a new festival that celebrates data-inspired creativity will experience the unique sensation of hearing the emotional highs and lows of their lives online turned into music and mixed by Ministry of Sound.The audience at the field.work festival will also enjoy drinks from the world’s first data powered Cocktail Monolith, created by culinary experience designers Bompas & Parr, and canapés made from ingredients inspired by the British public’s most recent emotional outpourings on social media by food designers Blanch & Shock.

The one-day festival, which is hosted by Havas helia, takes place at Shoreditch Studios in London on Thursday, April 16th and aims to explore how to build emotional connections with people through data. Snow Patrol drummer Jonny Quinn is one of the star contributors at the festival, which will bring together a diverse group of artists and data experts from around the world. Keynote speakers include Seed CEO Adam Bly and artist and TED contributor, Nathalie Miebach. For the festival’s data-powered Ministry of Sound experience, the specially invited audience’s individual Twitter feeds have been analysed by scientists at Adoreboard, a technology company from Queen’s University Belfast. What the individuals have said on social media is analysed to measure a range of different emotions.

This emotional data is then translated into a series of electronic signals to create sounds. The electronic beats range from high to low according to the emotion they are relaying – the more positive the emotion, the higher the sound. The individual soundtracks, based the emotional data of each of the attendees, will then be mixed with house music live by Ministry of Sound to bring them to life. The Cocktail Monolith, has been created specially for the event in collaboration with Bompas & Parr. Each guest will answer questions to help Monolith create a unique personality profile following a technique inspired by the father of analytical psychology, Carl Gustav Jung. Each result is then matched with cocktail ingredients to automatically generate a unique and personalised cocktail for that individual. The Festival, through debates, interactive workshops and keynote speeches, aims to show how brands can help define their identity through experiences that tap into deeper emotions and resonate beyond any campaign or product sale.

Field.work is created by Havas helia in conjunction with its partner, Capgemini, one of the world’s foremost providers of consulting, technology and outsourcing services