Bayer CropScience Drops ‘Roots Remastered’ Country Album: The World’s First Music Album Made from Corn

When you’re a corn farmer, healthy corn roots are the key to a bountiful harvest. There’s just one problem: Corn roots are below the ground and constantly attacked by pests. Farmers couldn’t see if their corn roots were healthy, which dialed up their stress. So, just in time for harvest season, Bayer CropScience created Roots Remastered, in collaboration with McCann Canada, as a solution to this problem. Roots Remastered is the world’s first music album made from corn created to uplift farmers by letting them physically hear what healthy roots sound like. 

First, electrical biorhythms were gathered from Bayer’s healthy corn roots. Then, the team worked with Grayson Music Group to convert those raw notes into MIDI sequences, which triggered various synthesized music passages. Audio engineers and singer-songwriters used those passages as inspiration to create songs' melodies, harmonic structures, tempos, and rhythmic grooves. They even recorded and incorporated foley of corn as ambient sounds within the music. Bayer CropScience compiled the six lyrical tracks into the Roots Remastered concept album, which celebrates the positive aspects of farm life from the beginning of a corn farmer’s day to the end. The Roots Remastered EP is already getting radio play.

The campaign launched in Woodstock with a 'live corn concert' at Canada’s Outdoor Farm Show – one of the country’s largest agricultural trade shows. Over 40,000 people gathered to listen to the sounds of healthy corn roots. At the concert, a booth distributed thousands of Roots Remastered-branded merch like posters, guitar picks, beer koozies, t-shirts, and vinyl.

This is a full 360 campaign and is supported by social videos and posts, radio, digital audio, digital ads, print, OOH, a microsite, and PR. The campaign kicked off September 11, 2023 and runs until November 24, 2023.