Covalence: Telling Detroit's Techno Story

Challenge

Did you know that Detroit is the birthplace of techno?  Motown is still the touchstone of Detroit’s musical pedigree but techno has a devoted worldwide fanbase that Detroit wasn’t actively reaching.  Our challenge was to tell Detroit’s Techno story in a way that celebrated this community’s love of the genre. 

Solution

Every year, thousands of Techno Heads converge at Movement, Detroit’s techno live-music festival, to party and sway to the beat. We believed this was a perfect time to introduce Detroit as techno’s birthplace with our own EDM beat.  My team collaborated with a local musical savant to create Covalence.  The 3-minute video was shown on the TCF Center's mega-screens and promoted via Facebook and stickers distributed at Hart Plaza on the Detroit riverfront. Covalence was viewed over 75,000 times on Reddit, YouTube, Facebook, and the VisitDetroit.com site.

Launched

May 2019

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© 2020 Stanford Smith