The DNA Project was built to give users a direct connection to the artist j.viewz and his creative process in making his next album. The platform allows him to post all the moments leading up to a song’s completion so that fans can follow along. It’s an online musical diary, with video interviews and confessions, audio samples of beats, moments in the studio, and sessions with collaborators. The layers of each song build up along a timeline through these posts. When complete, the track becomes available for download and the next song story begins.

The platform is still running (4 out of 10 songs has been completed) - therefore final results & effectiveness has not yet been measured.

Downloading or buying a music album gives its listeners no insight into the lengthy process it took to make it. How do we show the process of creating an album? How to we open up its DNA - the building blocks of each song, each moment that went into the making? The goal was to draw people in and get them excited about an album while it’s actually being created.