The Livebrator is an innovative sex toy that translates live music into vibrations in real-time. The chords, lyrics and beats taking place at a live concert are instantly translated and sent to the sex toy, creating an experience that resonates with the pleasure and emotions that a live show generates. The toy was connected to a custom-built app that made it possible for the user to both enjoy the music vibrations and listen to the live stream of the gig.

Reports show a concerning global trend of declining sexual activity among young people, both with others and themselves. Sweden is no exception, where factors such as high expectations, sexual insecurities, and over-usage of smartphones have contributed to this negative trajectory. An alarming trend, not only for reproductive reasons but also for overall public health.

RFSU, the Swedish Association for Sexuality Education, is a non-profit organization dedicated to shaping public opinion on sexual and reproductive health. Their mission is to raise awareness about the current sexual climate among Swedish youth and reshape their perception of sex.

We found an ideal platform in Way Out West, a renowned Swedish music festival that attracts thousands of young adults annually. This festival, known for its strong sustainability focus, viewed its collaboration with RFSU as an opportunity to transform their product – live music – into something new

1. Sweden has historically been a highly progressive country. Internationally, the country has been famous for its “sin”, and fact is that it has some truth to it. Sexual education has been an obligatory part of the Swedish public-school curriculum since 1955, much thanks to the work of RFSU.

In other words: sex hasn’t really been a tabooed issue in Sweden. Until now.

2. Way Out West is one of Sweden’s largest festivals and acts as a cultural melting pot where music, film, art, politics, and sustainable fashion are in focus. It gathers people from all over the country, young adults in particular. Since its start in 2007, the festival has been promoting social and environmental sustainability in different ways. The festival was, for example, one of the first major music festivals in Europe to completely remove meat from its food offering back in 2012.

3. Around 100 Livebrators were produced and distributed to a wide range of people in – or relevant to – the target audience. The toys were connected to all major stages at the Way Out West festival, and they work as regular vibrators now when the festival is over. So don’t worry, it wasn’t one of those single-use things.

The activation was highlighted in all of Sweden’s major news outlets, including several times in the Swedish national public radio. Among them, the toy was personally tested and reviewed by an editor at QX, Sweden’s largest LGBTQ+ magazine. Called it “good vibrations.”

It had a combined potential media reach of 18 000 000+ in a country of 10 000 000 people.

The positive mentions about Way Out West and RFSU increased with 75% compared to 2022.

720 000+ organic views in social. Some of Sweden’s biggest influencers and meme accounts posted about it. Zero money spent on media.

Cleo, a highly popular Swedish rapper, promoted the project live at stage. Around 40 000 people were in the audience and the gig was live streamed on the play service of one of Sweden’s largest TV networks, TV4. She also posted about it on her social accounts.

An estimation of 100+ orgasms.

Please see the case film and read the text below.

The purpose of the audio is to transform the live-streamed music into vibrations to give a completely different experience to both the music and the artist.

The project is based on a cloud-based infrastructure that receives audio from the different stages at Way Out West via an RTMP stream. This stream is converted in real time into an HLS (HTTP Live Streaming) stream that the app connects to. Through this technology, the audio information can not only be enjoyed in real time but also encoded into a vibrational format that is then wirelessly transmitted to the user's vibrator via Bluetooth.

The project is based on a cloud-based infrastructure that receives audio from the different stages of Way Out West via an RTMP stream. This stream is converted in real time into an HLS (HTTP Live Streaming) stream that the app connects to. Through this technology, the audio information can not only be enjoyed in real time but also encoded into a vibrational format that is then wirelessly transmitted to the user's vibrator via Bluetooth.

The audio is encoded with AAC (Advanced Audio Coding) at 192 kbps and 48 000 Hz. Digital audio is optimized for human hearing (20 Hz - 20 000 Hz) which is not directly transferable to enjoyable vibrations.