KEEP ON PLAYING
ABLETON LIVE: Spec Campaign
Strategy / Creative Innovation / Art Direction
EXPOSITION
Ableton Live is the industry standard for music production, yet emerging female DJs, who already own club lineups, often hesitate to step into production due to technical intimidation and the fear of a blank canvas. We keep waiting for them to feel "ready," but starting is sometimes just continuing.
PLOT TWIST
We often wait until we feel entirely ready, forgetting that starting is sometimes just continuing. While many female DJs dominate club lineups, technical self-doubt holds them back from stepping into the studio. By eliminating blank-canvas hesitation and using their own sets as the raw material, we make the jump into production feel like a natural next step.
ACTION
We created Keep On Playing: an AI-powered web tool that converts recorded DJ sets into ready-to-play Ableton Live projects. By splitting audio clips into stems and mapping them directly to Session View, the tool turns existing DJ sets into a pressure-free entry point to production.
THE PRODUCTION & AI TOOL
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To remove the intimidation of a blank DAW, we built a web tool that converts recorded DJ clips into ready-to-play Ableton Live project files. Using AI stem-splitting, the tool isolates drums, bass, melodies, and vocals, dropping them directly into Ableton’s Session View. By mapping audio directly to the loops and intuitive logic DJs already master, we gave emerging artists the immediate confidence and permission to start producing using the music they’ve already created.
PHASE 1: COMMUNITY & STREET LAUNCH
Partnering with female-led DJ collectives, we directly targeted emerging DJs who own club lineups but haven't yet released original tracks. We isolated key moments from their online sets, ran them through the tool, and gifted them personalized project files alongside an invitation to play.
To drive wider community engagement, QR-coded posters and stickers were placed across key clubs, venues, and record stores. The aesthetic was kept raw, flash-lit, and underground—combining Berlin’s nightlife grit with high-contrast typography and vibrant accents to bridge the physical dancefloor with digital production.
PHASE 2: ENGAGEMENT & LIVE EVENTS
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Beyond the initial campaign, the technology scales into an automated integration for SoundCloud and social channels, continuously monitoring uploaded sets and notifying DJs with downloadable project links when peak moments occur.
The campaign culminates in live-streamed, Boiler Room-style events hosted by Ableton, where DJs perform live and drop segments straight into the tool in real time—proving that stepping into music production isn't a distant goal, but a natural continuation of what they already do best.
Case study film
