Covalence: Telling Detroit's Techno Story
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.
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.