Will artificial intelligence conquer the music charts? Track created by artificial intelligence and humans

The campaign was supported by the startup Mubert: the team developed an algorithm that generates a continuous audio stream electronic music in real time. This endless track can change based on the specific data of a particular user.

To give anyone the opportunity to touch the creation of music, the BOOTLEG team turned to the famous Dutch digital production company MediaMonks. They developed a mechanic that allows everyone to contribute and change the sound of the track. To do this, you need to upload a photo on the campaign website. Face recognition technology reads parameters - gender, age, as well as its main emotion - and from each individual user a unique musical flow arises. Then personal melody can be added to a shared track that changes based on data from all interactions. A true global musical collaboration!

« Highprofessionalismteams, who createdthisproject, allowedmusicgo outonnewlevel, expandingtheirbordersthroughadditionalmeasurement— moodperson. Straightawaysomecomplextechnologicalsolutions, includingtechnologyrecognitionpersons, givenopportunitythousandsof peoplecontributeminecontributionVfinaltrack. PersonalizationAndadaptationmusicunderpersonalfeaturespersoninevitablywill come inVourlife, AndTodayWetogetherwe are presentatbirthmusicfuture» ,” Alexey Kochetkov, Mubert team, shared his impressions of the project.

The website miller.ru has become the main platform for communication. The consumer can get to it in several ways. One of them is purchasing a limited-edition bottle of Miller Non-Alcoholic with an NFC chip. For this project, a special batch of technologically advanced bottles with NFC chips integrated into the label was produced. You just need to bring your phone to it to go to the project website. On Russian market non-alcoholic beer Miller Non-Alcoholic became the first brand to implement this approach.

In addition, the project team released a TV spot in partnership with 3D graphics studio White Russian Studio and music label Xuman Records to talk about the limited edition bottles and the project itself.

« ProcesscreationTV- rollerwas differentfromgenerally acceptedprocessesproduction, WhenunderfilmedAndmountedmaterialsubstitutedselectedmusicalcompositionwithoutseriousadjustmentsByinstallation. OnlyafterwritingtrackWemoved onTodevelopmentgraphics, whicheachhisline, movement, repeatsupporteddevelopmentmusic. ClosecooperationXuman Records, BOOTLEGAndWhite Russianallowedcreateemotionalvideo clip, whichmoresimilaronmusicalclip» ,” noted Alyosha Starodubov, BOOTLEG.

The “Change the Music of the Future” campaign is based on the idea of developing technologies that are no longer just an assistant for people, but are full-fledged creators of cultural objects. Every year there are more and more such examples: artificial intelligence creates paintings, movie trailers, writes music. The machine plays a leading role, because everyone is interested in how far it can go in creative process. However, music became the unifying link for humans and artificial intelligence in this campaign.

The Miller Non-Alcoholic brand has long been involved in projects related to electronic music. The BOOTLEG agency offered not only new format interacting with fans of electronic dance music (EDM) and nightlife, but also contributed to the future of the music industry.

Contribute to the infinite music track available on the website: https://www.mfuturemusic.ru/

Compoundcreativegroups:

EFES RUS (client)
Anastasia Surina – Marketing Manager
Sergey Slepnev - Brand Manager
Yulia Biletskaya – Digital and PR manager

BOOTLEG(agency)
Ekaterina Shenets — Managing Director
Alyosha Starodubov — Creative Director
Nikita Nikiforov — Senior copywriter
Arsen Mollakaev — Art Director
Dmitry Ivanov - Digital producer
Vladimir Pervozvansky - Account Director
Olesya Paskhin - Account Manager

Still computer systems the role of creating a short film, writing a poem or a simple melody was assigned. Less than three months have passed since Google announced that their AI (artificial intelligence) wrote own melody. The corporation immediately demonstrated the results of the computers.

The track, created by Google Magneto, was correct in terms of composition, however, both ordinary listeners and experts quickly found out that the melody was not written by a person.

It is here that the most a big problem artificial intelligence, which was confirmed by numerous examples of work. It was believed that computers could create pleasant and simple melodies, which can be used in elevators and supermarkets. However, AI’s creativity is not suitable even for broadcast on a radio station, since this music lacked something human.

It is these “human elements” that appear in the new compositions provided by Sony. This company has long been working on creating its own artificial intelligence, which recently presented its compositions.

A program called FlowMachines received access from Sony to 13 thousand recordings containing various tunes. These were tracks of different genres from all over the world.

The program compiled the composition, but it was processed by Benoit Carré (he gave it the atmosphere characteristic of The Beatles). From this collaboration between man and machine, two works emerged - Daddy's Car and The Ballad of Mr Shadow. The lyrics were written by Carre. Below you can see these two works.

The question remains open about how much contribution to these songs was made by a person (who also used the corresponding applications in his work), and how much was made by artificial intelligence. It seems that self-learning machines will be able to create a complete composition in the near future. The problem may still be the lyrics and vocals.

The songs presented are just the beginning of an idea that Sony is developing. The company plans to release an album next year in which all songs will be composed by artificial intelligence. Then, in the end, we will find out whether computers can satisfy the tastes of listeners and conquer the charts.

Creative agency BOOTLEG (BBDO Group) and Miller carried out the largest and longest collaboration in the history of modern music as part of the “Change the Music of the Future” campaign. The project was implemented together with MediaMonks, Mubert, White Russian Studio and Xuman Records for the Miller Non-Alcoholic brand.

The idea of collaboration proposed by the BOOTLEG team is to unite people and technology to create a common cultural subject, music. Moreover, each participant received equal roles in joint creativity.
The campaign was supported by the startup Mubert: the team developed an algorithm that generates a continuous audio stream of electronic music in real time. This endless track can change based on the specific data of a particular user.
To give anyone the opportunity to touch the creation of music, the BOOTLEG team turned to the famous Dutch digital production company MediaMonks. They developed a mechanic that allows everyone to contribute and change the sound of the track. To do this, you need to upload a photo on the campaign website. Face recognition technology reads parameters - gender, age, as well as his main emotion - and a unique music stream arises from each individual user. The personal melody can then be added to the overall track, which changes based on data from all interactions. A true global musical collaboration!
“The high professionalism of the teams that created this project allowed the music to reach new level, expanding its boundaries through an additional dimension - a person’s mood. Several sophisticated technological solutions, including facial recognition technology, enabled thousands of people to contribute to the final track. Personalization and adaptation of music to a person’s personal characteristics will inevitably enter our lives, and today we are together present at the birth of the music of the future,” Alexey Kochetkov, the Mubert team, shared his impressions of the project.
The website miller.ru has become the main platform for communication. The consumer can get to it in several ways. One of them is purchasing a limited-edition bottle of Miller Non-Alcoholic with an NFC chip. For this project, a special batch of technologically advanced bottles with NFC chips integrated into the label was produced. All you have to do is bring your phone to it to go to the project website. In the Russian non-alcoholic beer market, Miller Non-Alcoholic became the first brand to implement this approach.
In addition, the project team released a TV spot in partnership with 3D graphics studio White Russian Studio and music label Xuman Records to talk about the limited edition bottles and the project itself.
“The process of creating a TV commercial differed from generally accepted production processes, when the selected material is substituted for the filmed and edited material. musical composition without major installation adjustments. Only after writing the track did we move on to developing graphics, which supported the development of the music with every line, movement, and repetition. Close cooperation between Xuman Records, BOOTLEG and White Russian made it possible to create an emotional video that is more like a music video,” noted Alyosha Starodubov, BOOTLEG.
The “Change the Music of the Future” campaign is based on the idea of developing technologies that are no longer just an assistant for people, but are full-fledged creators of cultural objects. Every year there are more and more such examples: artificial intelligence creates paintings, movie trailers, writes music. The machine plays a leading role, because everyone is interested in how far it can go in the creative process. However, music became the unifying link for humans and artificial intelligence in this campaign.
The Miller Non-Alcoholic brand has long been involved in projects related to electronic music. The BOOTLEG agency not only offered a new format of interaction with fans of electronic dance music (EDM) and nightlife, but also contributed to the future of the music industry.

You can contribute to the endless music track at:
https://www.mfuturemusic.ru/

Composition of the creative team:

EFES RUS (client)
Anastasia Surina – Marketing Manager
Sergey Slepnev - Brand Manager
Yulia Biletskaya – Digital and PR manager

BOOTLEG (agency)
Ekaterina Shenets — Managing Director
Alyosha Starodubov — Creative Director
Nikita Nikiforov — Senior copywriter
Arsen Mollakaev — Art Director
Dmitry Ivanov - Digital producer
Vladimir Pervozvansky - Account Director
Olesya Paskhin - Account Manager

Creative agency BOOTLEG (BBDO Group) and Miller carried out the largest and longest collaboration in the history of modern music as part of the “Change the Music of the Future” campaign.

The idea is to combine people and technology to create music.

The campaign was supported by the startup Mubert: the team developed an algorithm that generates a continuous audio stream of electronic music in real time. This endless track can change based on the specific data of a particular user.

To give anyone the opportunity to touch the creation of music, the BOOTLEG team turned to the famous Dutch digital production company MediaMonks. They developed a mechanic that allows everyone to contribute and change the sound of the track. To do this, you need to upload a photo on the campaign website. Face recognition technology reads parameters - gender, age, as well as his basic emotion - and a unique music stream arises from each individual user. The personal melody can then be added to the overall track, which changes based on data from all interactions.

“The high professionalism of the teams that created this project allowed music to reach a new level, expanding its boundaries through an additional dimension - human mood. Several sophisticated technological solutions, including facial recognition technology, enabled thousands of people to contribute to the final track. Personalization and adaptation of music to a person’s personal characteristics will inevitably enter our lives, and today we are together present at the birth of the music of the future,” Alexey Kochetkov, the Mubert team, shared his impressions of the project.

The website miller.ru has become the main platform for communication. The consumer can get to it in several ways. One of them is purchasing a limited-edition bottle of Miller Non-Alcoholic with an NFC chip. For this project, a special batch of technologically advanced bottles with NFC chips integrated into the label was produced. All you have to do is bring your phone to it to go to the project website. On the Russian non-alcoholic beer market, Miller Non-Alcoholic became the first brand to implement this approach.

The “Change the Music of the Future” campaign is based on the idea of developing technologies that are no longer just an assistant for people, but are full-fledged creators of cultural objects. Every year there are more and more such examples: artificial intelligence creates paintings, movie trailers, writes music. The machine plays a leading role, because everyone is interested in how far it can go in the creative process. However, music became the unifying link for humans and artificial intelligence in this campaign.

Website

The project was implemented together with MediaMonks, Mubert, White Russian Studio and Xuman Records for the Miller Non-Alcoholic brand. The idea of collaboration proposed by the BOOTLEG team is to unite people and technology to create a common cultural subject, music. Moreover, each participant received equal roles in joint creativity.

To give anyone the opportunity to touch the creation of music, the BOOTLEG team turned to the famous Dutch digital production company MediaMonks. They developed a mechanic that allows everyone to contribute and change the sound of the track. To do this, you need to upload a photo on the campaign website. Face recognition technology reads parameters - gender, age, as well as his basic emotion - and a unique music stream arises from each individual user. The personal melody can then be added to the overall track, which changes based on data from all interactions. A true global musical collaboration!

The “Change the Music of the Future” campaign is based on the idea of developing technologies that are no longer just an assistant for people, but are full-fledged creators of cultural objects. Every year there are more and more such examples: artificial intelligence creates paintings, movie trailers, writes music. The machine plays a leading role, because everyone is interested in how far it can go in the creative process. However, music became the unifying link for humans and artificial intelligence in this campaign.

website

Composition of the creative team

website

Client: EFES RUS

Marketing Manager: Anastasia Surina

Brand manager: Sergei Slepnev

Digital and PR manager: Yulia Biletskaya

website

Agency: BOOTLEG

Managing director: Ekaterina Shenets

Creative director: Alyosha Starodubov

Senior copywriter: Nikita Nikiforov