Bring Me The Horizon have launched the Amo In Colour unique merch experience.

The initiative connects streaming with physical merchandise by utilising Spotify data to generate unique T-shirts based on fans’ listening habits.

The dedicated Amo In Colour website was developed collaboratively between RCA Records UK, Sony Music UK’s 4th Floor Creative and creative agency Phantom.

It directs fans to log in using their Spotify credentials and pick their favourite six songs from the album. Their Bring Me The Horizon Spotify listening data is then matched against the loudness and energy of those tracks, drawing on data from music intelligence platform The Echo Nest.

The end result is an exclusive T-shirt with a design that is unique to each fan. Non-Spotify users can also manually input their song choices, which will generate their customised T-shirt design.

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