Over The Bridge — Lost Tapes of the 27 Club

For generations, musicians have struggled with mental health at a rate far exceeding the general population. And this issue hasn’t just been ignored. It’s been romanticized — by society’s obsession with tortured artists, like the 27 Club: a group of iconic musicians all lost to mental health struggles like depression, anxiety, and addiction at just 27 years old.

To show the world what’s been lost to this crisis, we used artificial intelligence to create music the 27 Club might have created, had they gotten the mental health support they needed.

The campaign was featured in all major music publications including Rolling Stone, NME, Billboard, Louder, Dazed, INPUT, and more. It was also featured on the world’s most listened-to podcast: The Joe Rogan Experience. From there, it reached a mainstream audience and was listened to over 2M times in just one week, racking up over 1.7B+ impressions and $31M in earned media. But more importantly, Over The Bridge saw an 830% increase in musicians reaching out for mental health support.