American rapper, singer and songwriter Doja Cat has teamed with leading non-profit, Girls Who Code, to release DojaCode, an interactive experience for the rapper’s music video and hit single Woman, off her chart-topping album Planet Her.
When users visit the DojaCode site, they are able to unlock hidden video content using basic coding languages. From changing nail designs to controlling the sky to manifesting Doja herself out of thin air, DojaCode gives fans the opportunity to play the role of music video director by altering key creative elements and unveiling hidden easter eggs.
“I am so excited that Girls Who Code has partnered with me to make my “Woman” music video the world’s first codable music video. Fans all over the world will get to input code via a microsite and unlock some really cool special features. It’s going to be awesome.”
The aim of the experience is to show a new generation of fans who may be unaware of the career opportunities in the technology and computer science field, just how creative and fun it can be.
“At Girls Who Code, we know first-hand that girls and young women are some of today’s most powerful creators and change-makers”, said Tarika Barrett, CEO of Girls Who Code. “However, too few know that they can have a career in computer science and that it can open up an entire future of possibility to nurturing their passions. Learning to code enables you to change the world around you, and we’re thrilled to partner with global superstar Doja Cat, beloved by young people everywhere, as we invite girls to experience ‘Planet Her’, a place where they get to be in control.”
Mojo Supermarket, the creative company that hacked the Oscars to include female directed films and created the campaign for Rihanna’s Savage X Fenty fashion show, came up with the idea to get more girls to try coding. They partnered with creative digital production studio, Active Theory, and Doja’s label, RCA Records, to make it a reality.
How does doja code work?
- Fans visit DojaCode to be granted access to Planet Her where they can code and alter creative elements of Doja Cat’s Woman music video
- Users are then introduced to three coding languages featured on the site
- As the experience continues, users are guided through the process with clear instructions on what to input and how — making it easy and seamless for a beginner
- Users watch as moments in the video change in real time, based on the coding alterations they have written
- As the video wraps, fans leave Planet Her and share all of the scenes they have coded and created
Creative Lead at Mojo Supermarket, Emily Berger said: “We want to get more girls to try coding. But there’s a thousand other things that girls care about more than coding. And Doja Cat is like 999 of them. So, we were like…can Doja make learning to code cool?”
The partnership with Doja Cat is the latest in a series of Girls Who Code culture change campaigns designed to transform the common narrative of what a coder looks like and does. Empowering girls and people from underrepresented groups in tech to envision themselves as the future of the industry is key to fulfilling the organisation’s mission of closing the gender gap in tech by 2030.
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