"Not Easy" by IBM Watson + Alex Da Kid

ibm's watson mostly does big data boring stuff. we used it to help grammy-winning producer alex da kid write a hit song. to inspire alex, watson analyzed music to find insights in lyrics and tempo, and read a ton of news and social media to find cultural themes likely to resonate with a wide audience. the result was "not easy", featuring x ambassadors, whiz kalifa, and elle king, which hit #6 on billboard. i co-concepted and creative directed this project with my partner, aaron mosher.