The song will be released exclusively on Spotify only where and when it is raining.

Writer: Carly Terwilliger

Beginning today, The North Face is debuting the world’s first weather-triggered song celebrating rain. Partnering with White Denim, an American rock band from Austin, TX, the song will be released exclusively on Spotify only where and when it is raining. This “Rain Drop” is the first time a song has been released through the use of geotargeting technology.

White Denim will live premiere the song at SXSW in Austin on Thursday, March 16 at The Fader Fort in an immersive experience. The stage will be transformed into the eye of a storm while the band performs. Fans will also be able to take part in a sensory experience recreating the look, feel and sound of a storm with cool air, mist and the smell of fresh rain.

“Our entire brand is based around the idea that adverse and changing conditions aren’t just to be tolerated, they are what shapes a great life lived outdoors,” said Vice President of Marketing at The North Face Tom Herbst. “For this campaign, we want to change the way people think about rain – as not something to hide from, but something to be sought out and celebrated. Dropping a song only when it is raining is designed to delight, inspire and mimic the same sense of anticipation and excitement that you have when heading into the wild.”

Fans can visit to unlock the single and listen to the “Rainy Day Playlist” curated by The North Face. The campaign will be supported by advertising across print, digital and social media channels such as Wired, Shape, Outside, Men’s Journal, ESPN, The Weather Channel, Hulu, YouTube and Instagram starting on March 13. There will also be out-of-home activations nationwide.

Photo courtesy The North Face