How does one get inside the mind of a brand? As with a jellyfish or a sea slug, it’s hard to know where the brains are, and even harder to fathom its motivations. Sometimes brands seem to react to stimuli like normal organisms (see: Pepsi shrinking away from the internet’s ire earlier this week), and sometimes they just… do their own thing, dancing to the music that’s in their head regardless of whether or not anyone cares or even notices.

So it is with FedEx SoundTrack: a website that offers algorithmically generated soundtracks based on your FedEx parcel tracking number. And trust me, you can rearrange the words in that sentence any way you like, they don’t make any more sense.

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