Spec → World of Kala
XL Records is a global independent label that started in underground raves.
Editor X is a website builder designed to make creativity interactive.
The Brief: Tap into Editor X’s site-building tools of today to re-introduce listeners to one of XL Records’ boldest albums of the past: ”Kala” by M.I.A
M.I.A. released her second album “Kala” in 2007, making waves across every genre with a truly global record—it was created as she bounced from country to country after being denied a work visa in the U.S..
Working with collaborators like Afrikkan Boy, The Wilcannia Mob (a hip-hop group of Indigenous Australians teens), and sampling the sounds of Bollywood films and The Clash, M.I.A. created each track as an ode to deeply personal social causes and political stances.
BOUNCE FROM TRACK TO TRACK
Explore the meaning packed into each song. Click on the sound samples (just like they were created on her own Roland MC-505 synth back in ‘07) to re-discover every jarring beat and biting lyric in their full context.
On each page, read up on the social issues that Maya sings about in that track. Then get involved.
PLAY TIME
”Kala” is about being inspired by what's right in front of you. Fans can play a midi keyboard right on the page, tapping into the mind of Maya with each key.
Integrate into an interactive social filter. Fan’s facial expressions become their instruments.
OOH POSTERS
Why be commercial when you can be disruptive? We’re using ad placements as protest posters, because that’s exactly how M.I.A. would use the space.
Each poster brings attention to the social and political issues from a specific track.
AD— Lizzy Soliman