The new Museum of Sound campaign by Serviceplan ME marks BMW’s entry into the world of NFTs
Posted on 2022 Feb,11  | By ArabAd's staff

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As the world looks ahead to a more sustainable future with electric cars replacing engines, BMW Middle East in partnership with their Dubai importer AGMC, has decided to record and archive the roar of the BMW M Engines in the ‘Museum of Sound’ NFT Collection. 

The idea was developed by Serviceplan Middle East who conceived an NFT campaign with BMW, creating a ‘Museum of Sound’ featuring the recordings of BMW M Engines.

By 2023, BMW will have 25 electrified models on the road. As the future goes electric and engines go quiet, the iconic roar of the BMW M Engines will be missed, hence the idea to immortalize them in the ‘Museum of Sound’.

Rigged with high-fidelity microphones to capture every detail and led by DTM champion Bruno Spengler, the sounds were turned into unique NFTs (Non-Fungible Tokens), minted for the owners and preserved forever.

The Museum of Sound NFT collection is a unique art series that depicts the sound of BMW M engines through the use of a bespoke data-visualizer. The recordings for these 19 NFTs were done on location at Dubai Autodrome Club circuit, in cooperation with various BMW M owners.

Serviceplan Middle East Creative Director Andre Couto says of the creative concept behind the idea: “A BMW M engine sound is something so unique that fans all over the world get goosebumps whenever they hear their roar. Museum of Sound came as an idea to immortalize these sounds and these feelings so the future generations can appreciate these masterpieces as unique NFTs that we gave to the most valuable BMW M fans, the owners.”

Serviceplan Middle East Senior Art Director Kenneth Barnes added some insights into the technical process behind recording the engine sounds and creating the NFTs: “It’s awesome to see and hear 19 BMWs on the Dubai Autodrome Club Circuit. The owners followed a pace car driven by DTM Champion Bruno Spengler so that they could match his braking and track lines. Using external mics rigged near the exhaust, engine bay and in the cabin we documented their rev-ups, downshifts, roars and those crackle and pops. We were particular on the timing of the recording session, as the speed of sound is affected by wind, temperature and humidity.

We converted the vehicle’s audio recordings to bend the sound wave into an abstract reactive art giving a unique visual experience and these were preserved as a 1 of 1 ethically-created NFTs. By making important logistical decisions such as using an environmentally friendly blockchain called Polygon, we were able to remind ourselves why we created the Museum of Sound to begin with: we are moving towards a more sustainable world - regardless if that is through electric vehicles, or improved blockchain technology. These NFTs were used to unlock exclusive events to reveal concept cars and experiences.”

The Museum of Sound marks BMW‘s entry into the NFT world with 19 adrenaline filled audio/visual artworks that immortalize the sounds of the BMW M engine as we move towards an electric future.





Client: BMW Middle East
General Manager – Natalie Shardan

Business Director – Karim Mroueh

Strategy Director – Frances Valerie Bonifacio

BMW Account Manager – Saed Shaka

AGMC Account Manager - Gonca Gorgulu 

Community Manager – Hadin Hassan


Agency: Serviceplan Middle East
Global ECD – Jason Romeyko
Chief Creative Officer – Akhilesh Bagri
Creative Directors – André Couto; Saleh Elghatit

Senior Art Director – Kenneth Barnes
Motion Graphic Designer - Cristian J.B

Art Directors – Alejandro Bucoy; Artchie Belcena; Saaniya Aabas; Yasir Ali

Digital Art Director – Kai Schlosser
Digital Manager – Helmi Abdalhadi

Event Planning – Memories Events

Post Production – Cold Cutz

Post Production – Big Foot Films


Head Of Marketing - Ali Kherallah

Marketing Manager - Mariam Al Rousan

Digital Marketing Manager - Fahad Mughal

Experiential Marketing Manager - Maziar Nazari



Marketing Director - Jochen Becht - Marketing Director

BMW M Community & Driving Experience Manager - Fabian Fuffieux

Marketing, PR & Events Executive - Arsal