| Title | MILLER FUTURE MUSIC |
| Brand | EFES RUSSIA |
| Product/Service | MILLER BEER |
| Category |
E07. Use of Music Technology or Innovation |
|
Entrant
|
BOOTLEG Moscow, RUSSIA
|
|
Idea Creation
|
BOOTLEG Moscow, RUSSIA
|
|
Production
|
MEDIAMONKS Amsterdam, THE NETHERLANDS
|
|
Additional Company
|
MUBERT Moscow, RUSSIA
|
Credits
| Alesha Starodubov |
Bootleg |
Creative Director |
| Nikita Nikiforov |
Bootleg |
Senior Copywriter |
| Dima Ivanov |
Bootleg |
Digital Producer |
| Arsen Mollakaev |
Bootleg |
Junior Art Director |
| Alexey Hookah |
Bootleg |
Junior Copywriter |
| Vladimir Pervozvansky |
Bootleg |
Account Manager |
| Olesya Paskhina |
Bootleg |
Account Manager |
Why is this work relevant for Entertainment?
Miller Future Music project allows anyone to contribute an infinite track formed in real time in collaboration with machine intellect. Emotions, external features and characteristics of each person influence the continuous music track, giving it a whole new meaning.
Background
As opposed to “TV era” people, young internet generation is not used to be mentored and told what to do. They’ve got used to create the interaction and choose the contacts themselves. Therefore, we wanted to offer them an interactive experience where they would not just listen to a music but be able to influence the track and become part of it.
Describe the creative idea
It’s where both life and music shine — in bars, nightclubs and at parties. Now it’s creating Miller Future Music — the most large-scale collaboration between AI and people.
Miller Future Music project has become a basis for the largest music collaboration where every person could become a part of music created by all participants. With the help of modern technology and user-friendly mechanics, people could provide their impact to the history of music built together with Miller.
Describe the strategy
Miller is a legendary brand known for its great beer as well as its impact upon music culture and nightlife around the world. In our turn, we wanted to actualize the brand for the youngsters here by opening a dialog for them with the brand.
This time it creates the massive collaboration between artificial intellect and humans.
In order to add new experience for edm and nightlife fans, artificial intellect creates infinite music track which can be affected by anyone.
Describe the execution
Modern technologies play significant role in music creation. Their contribution is so vital that it is hard to understand who is helping whom: the technology helps people or people help technology. Miller Future Music generates an endless music stream in real time, using music samples and emotions of each user, recognized from the photo. Sadness, calmness, joy, dislike and other emotions affect the beat, bass and leads, apply sound effects and transform the arrangement. Algorithm is based on compositional techniques and logic of the techno and dabtechno musical structures. It uses several techniques to interact with midi files of the arrangement and change them according to input arguments. It arranges and mixes samples, selected according to the music parameters (tempo, key, scale, genre) and abstract arguments like intensity, saturation and mood.
Describe the outcome
Over 42,000 people have already joined the creation of this endless music track.