We turned everyone’s least favorite thing about L.A. into a positive by creating Traffic Jams – an exclusive music experience unlocked when Uber’s prices surge in L.A.

To launch the single, we created a mobile web experience that’s connected to real-time data from the public Uber API. The geo-specific data is collected from a central location in Los Angeles. Every time Uber turns surge pricing on, the exclusive music video is playable and a bot tweets from @YACHT’s account, driving influencers and fans to the site to watch the music video.

On launch day, media coverage expanded beyond music blogs to include leading tech-focused publications. L.A. Plays Itself gained more than 51 million unpaid media impressions, and pre-orders for the album increased by 48%, resulting in the band's most successful launch ever.