"Change the music of the future": an endless track created by artificial intelligence and humans. Artificial intelligence has learned to compose music, just like a person Infinite track miller

This summer, fans of electronic music will be invited to take part in writing an endless track in partnership with an artificial intelligence system. Thanks to the innovative technologies of Miller Alcohol Free, discovering the world of modern electronic music will be easier than ever.

The motto of this summer was a mix of electronic music and modern technologies under the patronage of Miller Alcohol Free. As part of the implementation of a new project last month in Russian Federation The selection of participants who will go to the international DJ competition Miller SoundClash has begun. The musical compositions submitted by the 30 finalists will be used by an artificial intelligence system to form the basis of an endless loop - a track that cannot be stopped. Anyone can take part in changing the music of the future.

Since the beginning of this month, Miller Alcohol Free beer has gone on sale in unusual packaging. The fact is that it is bottled, equipped with NFC chips that allow you to transfer data to short distances. By purchasing a bottle of limited edition beer, anyone can activate the chip hidden under the label. To do this, owners of Android devices just need to bring their smartphone to the Miller logo shown on the label.

After reading information from the NFC chip, buyers of Miller Alcohol Free beer will be automatically redirected to the Miller.ru web resource, where their faces will be scanned by a neural network using emotion detection technology. The artificial intelligence system is capable of detecting the slightest changes in the user’s emotional state, continuously changing the sound, groove and pulse of an endless music track played on a web resource in accordance with it.

As for owners of iOS devices, they can also take part in creating an endless track. To do this, they just need to scan the image located on the back label of the bottle using mobile application Shazam.

A mix of music and technology is the motto of summer 2017 under the auspices of Miller Alcohol Free. In support of the musical theme, the first Russian qualifying round of the international DJ competition Miller SoundClash started in June. Based on 30 semi-finalist mixes, artificial intelligence will create an endless loop - a track that cannot be stopped. Anyone can take part in changing the music of the future.

Already on July 1, 2017, a one-of-a-kind bottle of Miller Alcohol Free, equipped with NFC chip- technology wireless transmission data over short distances. By purchasing a bottle from a limited edition, everyone can activate the chip hidden under the label - mobile phone owners Android devices Just bring the gadget to the Miller Alcohol Free logo on the bottle. After reading the NFC tag, the user will automatically be taken to the website miller.ru, where his face is scanned using emotion recognition technology neural network. Artificial intelligence picks up the slightest fluctuations in the mood of users, continuously changing the sound, groove and pulse of the endless track playing on the site in accordance with them.

Owners mobile devices c operating system iOS won't be left out - to change the music of the future, all they have to do is scan the image on the back of the label using the Shazam app.

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!

« 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. 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.

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 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 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 Paskhina – Account Manager

The SoundClash DJ competition has launched on the PromoDJ.ru platform, which gives young and energetic DJs a once-in-a-lifetime chance to fly to Vegas, perform at the Sound Clash party and return home with a contract from the iconic EDM label Aftercluv Dancelab.

What is Soundclash?

An international competition for EDM DJs, organized with the support of Miller Alcohol Free - an expert in big city nightlife - with a grand finale in Las Vegas.

Who can participate?

Anyone - from amateurs who just recorded their first track yesterday, to seasoned residents of the capital's clubs - everyone can become a legend in the battle of DJs.

I want. How to participate?

– Upload your original mix to PROMODJ.COM/SoundClash2017 before June 4th.
– The duration of the mix should be from 15 to 30 minutes.
– Don’t forget to put “SoundClash” in the title of the mix.
– Use the SoundClash avatar and cover to brand your player.
– Ask your friends and fans to support you.

After June 4, a list of TOP-100 DJs will be published, from which the competition jury will select 30 lucky ones - they will receive not only professional Pioneer DJ headphones, but also the right to advance to the next stage and compete for a ticket to Las Vegas.

What to do at the second stage?

Quarter-finalists must upload their winning mix to Mixcloud by June 20th. Out of 30 participants, the Mixcloud team will select 5 semi-finalists who will go to Nizhny Novgorod for, perhaps, one of the most forward-looking festivals of contemporary music and technology in Russia, which will be held from July 7 to 9.

The tracks of the semi-finalists, uploaded to Mixcloud, will become material for creating the music of the future.

Music of the future?

Based on the 30 semi-finalist tracks, artificial intelligence will create an endless track. Starting from July 1, visitors to the Miller.ru website will be able to listen and change the endless composition for the first time thanks to facial recognition technology, and on July 7-9, guests of the Miller interactive techno zone at the music and technology festival will create their own versions of the track, influencing its sound and groove.

Then the fun begins. Five of the best DJs will be given the opportunity to perform their 60-minute mixes on the SoundClash stage as part of the music and technology festival and try on the role of real EDM heavyweight stars for several days. Accommodation, equipment for performing mixes, transfer to Nizhny Novgorod - at the expense of the organizers.

Each performance of the five semi-finalists will be recorded on video and published on PromoDJ.ru and the official Miller Alcohol Free groups in in social networks. Users will vote for the winner of the Russian part of the project, who will receive the main prize - a 5-day trip to Las Vegas to the SoundClash party.

What awaits the winner?

The winner will receive a stay at a 5-star hotel in Las Vegas, an invitation to top nightclubs and secret pool parties, all-expenses paid for meals and airfare to and from Las Vegas, and finally a slot to perform in the finals, where he'll go head-to-head with fellow competition winners from around the world at the SoundClash party!

The winner of the 2017 global stage will receive a super prize - a contract with the Aftercluv Dancelab label, part of the Universal Music group - and a chance to become the next hero of the world EDM.

« High professionalism teams, who created this project, allowed music go out on new level, expanding their borders through additional measurement — mood person. Straightaway some complex technological solutions, including technology recognition persons, given opportunity thousands of people contribute mine contribution V final track. Personalization And adaptation music under personal features person inevitably will come in V our life, And Today We together we are present at birth music future» ,” Alexey Kochetkov, Mubert team, shared his impressions of the project.

On the Russian non-alcoholic beer market, Miller Non-Alcoholic became the first brand to implement this approach.

« Process creation TV- roller was different from generally accepted processes production, When under filmed And mounted material substituted selected musical composition without serious adjustments By installation. Only after writing track We moved on To development graphics, which each his line, movement, repeat supported development music. Close cooperationXuman Records, BOOTLEGAndWhite Russianallowed create emotional video clip, which more similar on musical clip» ,” noted Alyosha Starodubov, BOOTLEG.

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

Compound creative groups:

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 Paskhina – Account Manager