So music sharing went from new kid on the block to top of the pops this year. O&M has gone one better. And the lucky clients are Philips Sound and Noisey, Vice’s music channel.

O&M London has created MusicMap, a music-discovery tool for YouNeedtoHearThis, the music sharing collaboration between Philips Sound and Noisey, that ” filters out the trash and re-ignites your obsession with music”.

“…In the past, the only way to find out what people are listening to in real time would be booking a flight, spending hundreds of pounds, and sitting in a café for several hours. But that’s the past and this is the future…,” Noisey states in its introduction.

It’s free to download from the Apple Store and it creates playlists based on what people are listening to right now – anywhere in the world.

MusicMap uses existing technology to create the first live playlist generator. The app searches for music-focused social media posts geo-tagged around a chosen location and uses that information to generate playlists. It’s the first time that people can hear what other people are listening to by location, anywhere in the world, and begin listening instantly.

Noisey found, for example, that the hot music being played one morning in London was, “A lot of dancehall, down-beat electro, and R’n’B was played across London this morning, a guy in Homerton was listening to a podcast about magnesium extraction, and someone played Kelly Rowland’s “Stole” on repeat.”

While in New York, “It’s cool that people in New York love Future, Drake, and Rich Homie Quan but they ruined the chance to beat London by listening to really terrible Jane’s Addiction remixes.”

Olivia Rzepczynski, business director at Ogilvy & Mather London commented, “It’s not the top 40 chart force-fed to you by record companies; it’s music that people all around the world are actually listening to and talking about – right this moment. Almost everyone uses Maps on their phone, so we took something that people are familiar with, and added the values of You Need To Hear This – giving people music they need to hear in a way they’ve never heard it before.”

Frank Pynenburg, global campaign director, Philips Sound added, “MusicMap is a logical extension of “You need to hear this”. It fits perfectly with our mission of delivering new music that people need to hear in ways they’ve never heard before. It’s a new way to look beyond what we know. To be inspired by what inspires others. This curiosity is what drives us at Philips with the You Need To Hear This campaign.”