Music is generally synonymous with hearing. At an EDM concert, you probably wouldn’t expect a single deaf person to be in the crowd, let alone an entire audience of people without the ability to hear. Recently, 7UP partnered with chart topping DJ Martin Garrix at the Ultra Music Festival in Miami to present Music Lifts You Up, a concert specifically tailored to deaf patrons.
7UP recognizes the potential of engaging not just with music but also with a group that is traditionally marginalized from the industry: “Music has power beyond sound. You don’t have to hear it to feel it. That’s why we teamed UP with Martin Garrix to put on a surprise concert for the Deaf so they could experience music in a whole new way.”
Using technology configured by experimental artists, 7UP and Garrix translated sound into a tactile and visual experience. Concert-goers danced on speakers underneath their feet, carried personal speakers designed into backpacks, and watched puddles of water in containers bounce to the beat.
The international soda brand’s support of Music Lifts You Up not only provided footage of a one-of-a-kind performance, but also provided an outlet for members of the deaf community to address how music plays an important role in their lives and how the conversion of music into other sensory forms creates a transformative experience for them.
The concert reflected 7UP’s support of a diverse and inclusive community through a musically, ultra-sensory experience, proving that though not everyone can always hear the music, anyone can feel the music.