Chipotle embarks on first musical endeavor, an immersive musical journey of its 51 ingredients
This Chipotle x RZA collab is coming in hot.
Anyone who’s ever dreamed of what their regular Chipotle order sounds like is in for some serious luck, as the burrito-making chain has teamed up with the spiritual guru behind Wu-Tang Clan for a never before heard experience.
While Chipotle’s enlisted artists such as My Morning Jacket’s Jim James and Brittany Howard — who covered the Backstreet Boys for a previous PR stint — in the past, their latest endeavor is unlike anything the ever-delicious and yet, unfortunately, occasionally-tainted food chain has ever embarked on.
The company’s latest announcement “SAVOR.WAVS,” is a collaborative experience where users build their Chipotle item of choice.
As the order comes together and the user selects their items of choice on their pseudo-Chipotle order RZA-produced elements represent the different items of the user’s mix. Some dank bass lines coincide with the black beans, percussion fills in for the soft tacos, and of course, Spanish guitar for the sofritas. Every food has its own unique RZA-produced sound, and every mix is as a result unique to the user’s taste.
Once the listener is finished creating their masterpiece, the mix is sent to a visualizer where it plays through. At the very end, Chipotle even sends users a code for a one-time buy-one-get-one-free deal.
While it may be a PR stunt, free Chipotle, is just that: delicious and cost free. Add unique user-made mixes and it’s a pretty sweet deal.
In the launches’ press release, Chipotle’s chief marketing and development officer had the following to say,
“SAVOR.WAVS supports our commitment to using only real ingredients in our food — without any colors, flavors or industrial additives. As a parallel to the way we cook, RZA used only natural instruments, and composed them such that each unique combination works beautifully together,” said Mark Crumpacker.
H/T: EDM Tunes