Bring Me The Horizon launch first Spotify data-driven personalised merch

Bring Me The Horizon have launched a unique new merch experience, amo in colour.

In a world-first initiative connecting streaming with physical merchandise, the dedicated amo in colour site uses Spotify data to generate T-shirts based on fans’ listening habits.

The site was developed collaboratively between RCA Records UK, 4th Floor Creative and creative agency Phantom.

Fans are directed to log in using their Spotify credentials and pick their favourite six songs from the band’s amo album. Their Bring Me The Horizon Spotify listening data is then matched against the loudness and energy of those tracks, drawing on data from music intelligence platform The Echo Nest.

The end result is an exclusive T-shirt with a design that reflects their streaming behaviour. Those without a Spotify account are also catered for, with an option to manually input song choices to create a customised tee.

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