Rhythm & Bricks: Lego Goes Lo-Fi with a Soothing Soundtrack for Stressed-Out Adults

In a stressful world, frazzled adults are finding solace by playing with Lego. The beloved toy brand’s new adult-focused campaign, ‘Find Your Flow’, hopes to help more adults to tap into the unexpected relaxation properties of building with the humble plastic brick.

With Find Your Flows latest outing, the sounds of Lego bricks have been remixed to create a whole new genre of lo-fi music - Rhythm and Bricks. Songwriter and musician TomMisch has teamed up with Danish electronic trio WhoMadeWho and a host of other artists to produce an original track (available on Spotify) that combines jazzy guitars and gentle Lego-tinged beats.

“Finding ways to relax, unwind and destress is so important in keeping your mind fresh and helping fuel future creative thinking,” says Tom Misch. “Rhythm & Bricks as a new, experimental genre fuses the recognizable sound of LEGO bricks, one of my favourite pastimes, with beats to provide the ultimate soundtrack for stressed builders – it was a lot of fun to create and I hope it helps adults find their own moments of peace.” 

 

The track is accompanied by an evocative music video directed by Casper Balslev. It follows a young woman grind through the stresses of her day, battling over-stimulation, overbearing bosses and thoughtless passers-by. In the sanctuary of her apartment, she pieces together a beautiful bunch of Lego flowers, accessing a peaceful,creative flow state as she does so.

The film and track reflects findings from Play Well research from the Lego Group, which investigates adult stress, play and relaxation. The study found that 1 in 3 adults worldwide feel stressed weekly (34%), with 98% of adults all agreeing music is an important way for them to relax. Moreover, 58% of adults in the research also said finding new ways to relax has become more important in their life in the past three years, whilst 8 in 10 (78%) believe that doing something creative or manual feels more fulfilling as opposed to doing something passive (e.g. watching TV). 

“The Find Your Flow campaign is all about helping adults discover the relaxing, creative benefits of manual hobbies, such as building with LEGO bricks,” says Genevieve Capa Cruz, Head of Adults Products at the LEGO Group. “The Rhythm & Bricks music created by Tom and other amazing artists perfectly captures this way of thinking and immersing yourselves in a rewarding task, and hope it inspires adults to find that time to switch off, whatever their passions and interests may be.” 

 

This new Rhythm & Bricks execution follows a recent collaboration with the queen of millennial and Gen-Z relaxation - Lofi Girl, the animated student star of Youtube. She’s the face of looping animated radio channels that play exclusively chilled music. The team-up, which launched on September 19, rebuilds the classic anime style as a 3D animated Lego scene.

Find Your Flow sees Lego take its well-established experience in the world of play and embrace its adult fans explicitly, while inviting more ground down grown ups to find wellness in creative hobbies.