We turned the Atlantic Ocean into a Universal Music signed recording artist, that could fund its own protection through streaming royalties. Called Keynvor, after the Cornish word for ocean, the debut single ‘Preservation’ was a collaboration with ambient artist, Sebastian Plano. For the first time the ocean is funding its own protection.

Authenticity and simplicity were crucial to the success of this project. All drinkers had to do was scan the Spotify code on the front of the special edition Atlantic bottles. This allowed us to connect online and offline worlds, using the bottle as an interactive piece of media.

The labels featured an Atlantic ocean backdrop, Keynvor album artwork and information in order to raise awareness of our new artist. The bottles were available in pubs across London as well as being sent to influencers to help spread the story of Keynvor online.

Keynvor’s music career is off to an incredible start. Within its first week the debut EP, a collaboration with ambient artist Sebastian Plano, quickly became part of culture and was embraced by the music world. Keynvor featured organically in the Independent, BBC Radio and The Line of Best Fit, to name just a few, and has been promoted by music industry heavyweights such as Edith Bowman.

In its first week Keynvor has racked up thousands of streams on music platforms, raising a significant sum to support our ocean charity, and has received over 104 million media impressions and £1.2 million in earned media.

Keynvor has been picked up by a number of high profile relaxation playlists on Spotify, further amplifying streams.

The collaboration with Plano with has been such a success that discussions are currently being held with other ambients artists about creating more ocean inspired collaborations with Keynvor.