Who are the fathers of rock? Most would argue Elvis Presley, Chuck Berry and Johnny Cash. But the true origins of rock are not embedded in the fathers but a woman, Sister Rosetta Tharpe. In fact, Presley, Berry and Cash, as well as other rock pioneers, have cited her as one of their greatest influences. The American singer, songwriter and guitarist played a fundamental role in the construction of rock’n roll. To give her the visibility she desserves, Billboard Brasil is launching a tool to carry out sound DNA tests on songs, identifying Rosetta’s contribution to the compositions in a campaign by AlmapBBDO.
Rock DNA is available in web and mobile formats. It allows users to delve into the musical roots of productions, revealing historical connections and exploring the complex network of influences that have shaped the genre over time.
The technology works with the press of a button in the app that identifies the song being played, similar to conventional technology for identifying a sound. After a few seconds, an algorithm calculates the percentage of influence Rosetta Tharpe’s music has on the artist being researched – musical genre, rhythm, singing style, use of the electric guitar, among other particularities of their productions, to show how much of the artist’s ‘DNA’ is in that composition.
To ensure accuracy, the parameters will be defined by Cristiano Pinheiro, music producer at Punch Áudio, and Gayle Wald, author of the artist’s biography, both specialists in Tharpe’s style and legacy.
“It’s in Billboard Brasil’s DNA to be part of innovative projects. As well as making a bold proposal by identifying small details in the chosen song and comparing them to Rosetta’s legacy, we are paying homage to an artist who plays a fundamental role in the history of rock music, but doesn’t get her due credit. We want to show that the forerunner of this musical style, which has such masculine characteristics, is actually a woman, considered an inspiration by great rockers of the last century and who, to this day, has her DNA present in contemporary songs,” stated Camila Zana, chief marketing officer of Billboard Brazil.
Sister Rosetta Tharpe was an American singer, guitarist and songwriter who played a key role in the development of the gospel, blues and rock ‘n roll genres. Born in 1915, the artist began playing guitar and singing in churches as a child, and her exceptional skills soon made her a big name on the music circuit.
Popularly known for being one of the first gospel artists to achieve commercial success in the United States, Tharpe stood out by using heavy distortion on her electric guitar. Her productions were innovative for the time, incorporating elements of blues and folk music, a playing style that influenced many later musicians, including Chuck Berry, Aretha Franklin, Johnny Cash and Elvis Presley.
Considered the ‘mother of rock’, she is still widely credited with recordings that replicate her energetic style and her unique ability to fuse the secular and the sacred. Even so, the singer was one of the names that most suffered the consequences of racism and sexism, and her works achieved real visibility 80 years after the release of her first hit, Rock Me, in 1938. It was only in 2018 that she was inducted into the Rock and Roll Hall of Fame, which recognized her influence on the medium. Tharpe passed away in 1973, but her legacy continues to inspire musicians to this day.
Rosetta continues to be a global reference in the music world and has a legion of fans on digital platforms, with more than 5M views of the song, This Train on YouTube, 72M plays of When They Ring The Golden Bell and almost 200,000 monthly listeners on Spotify.
The app, designed by AlmapBBDO, also serves as a tribute to the artist. The idea is to offer an educational and inspiring experience for music lovers around the world.
“It’s normal to hear a discussion about who the father of rock is. We want to let people know that Sister Rosetta Tharpe was the real mother of rock. And there’s no better way to do that than a DNA test,” stated Rafael Reis & Victor Laars, creatives at AlmapBBDO.
Access the tool here. https://rockdna.app/
Credits
Client: Billboard
Client Team: Camila Zana & Debora Miranda
Agency: AlmapBBDO
President & CEO: Filipe Bartholomeu
CCOs: Luiz Sanches & Pernil
Executive Creative Directors: Pedro Corbett
Creative Director: Eduardo Vares
Creatives: Rafael Reis & Victor Laars
Special Projects: Julia Newman, Marilia Alves
PR: AlmapBBDO, Giusti Creative PR and Mynd
Production: Diego Villas Bôas, Aline Silva, Marcia Granja
Account Service: Julia Newman, Marilia Alves
Digital Production: Lilian Cavallini, Juliana Sousa and 20DASH
Motion: Victor Laars & Ricardo Chapira
Image Production: Acaca
Sound Producer: Punch Audio
Producer: Cristiano PInheiro
Head of Service: Lili D. Aragoni
Services: Alessandra Pais, Gabriela Takan
Production Coordination: Cristiane Oliveira & Karina Coviello
Mixing & Finishing: Gustavo Guanaes, Ian Sierra & Rodrigo Tuchê
