Billboard
Rosetta - Rock DNA
For Billboard Brasil, 20DASH was responsible for the digital production of Rock DNA, a web app that measures the influence of Sister Rosetta Tharpe and achieved 91.86% engagement.
Rock DNA: the test that proves rock has a mother
To reposition the genre’s history, Billboard Brasil launched Rock DNA, a web app that estimates the percentage of Sister Rosetta Tharpe’s influence on any song. 20DASH led the digital production of the product, turning an algorithm into a fast, responsive experience on both desktop and mobile.
The test cross-references the song with elements made famous by Rosetta and presents the results in seconds. The experience registered 91.86% engagement, +181% views compared to Billboard’s benchmark, and users in 23 countries. Searches for Sister Rosetta Tharpe increased 93 times in Brazil, and the project was recognized at D&AD 2025 and Cannes 2024.
In the press
- B9 — “DNA do Rock”: Billboard Brasil lança ferramenta para revelar influência de Sister Rosetta Tharpe
- Clube de Criação — Rock DNA (Bronze, Cannes 2024)
- D&AD — Rock DNA
- Clio Awards 2025 — Rock DNA (Shortlist) — case overview
- LatinSpots — Billboard Brasil lança um teste de DNA sonoro (Rock DNA)
- Site do projeto — Rock DNA (web app)