How should SEAT sound? This is the challenge facing the participants of Musicathon, an international competition organised by the Barcelona-based brand to define its musical logo, or ‘mogo’.

The project follows on from last year’s Archithon held in Barcelona with 40 German and Spanish architecture students, which led to the development of SEAT’s digital museum.

Musicians from up to seven countries (Spain, Germany, United Kingdom, Italy, France, the Netherlands and Mexico) can participate in the competition through the brand’s websites in each of these countries. In the initial stage, the candidates must present a musical composition that responds to the question “How would Barcelona sound if it were a piece of modern music?”

SEAT says a jury led by a “renowned” musician will select two participants from each country, who will attend the final in Berlin. Once there, the finalists will have 36 hours to compose an original piece of music that responds to the brief announced by SEAT. That piece, along with the previous one begun before the final that will be completed in Berlin, will decide the three winners of Musicathon.

The three winning teams will each receive a cash prize and a trip to Barcelona and Los Angeles. In Martorell, the winners can visit the SEAT facilities and meet with the team that will develop the SEAT Sound System. They will also spend five days in Los Angeles at a recording studio, collaborating with sonic branding professionals on the development of SEAT’s musical logo. The company will ultimately select one of the musical approaches as its definitive mogo.

For its Musicathon, SEAT has partnered with well-known music names such as Abbey Road Institute, Roland, Epiphone or KRK Systems.

Source: SEAT