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See The Music

基本信息
行业: 文化、娱乐与运动
媒体:影视
风格: Minimalism
说明cnen
Why is this work relevant for Entertainment Lions for Music?

We created a synesthetic exhibition: paintings from the 12 greatest classical songs conducted with a tech baton by Marin Alsop, OSESP’s principal conductor, musical director and one of the greatest conductors of the world.

Alongside of the paintings, there were a Bluetooth headphone playing the part of the song that was on the painting. There was also screens showing a video explaining the process to the visitors.

Music fans were able to see and bring home their favorite songs by their favorite conductor.

Background

OSESP is the most important Latin America orchestra, but its social projects lives off donations. Instead of asking for it, we invited OSESP’s principal conductor and music director: Marin Alsop to make paintings from classical music

Describe the creative idea

To raise money for São Paulo Symphony Orchestra (OSESP)’s social projects, we made and exhibition with paintings from the 12 most famous classical songs. We also made souvenirs.

We tracked Marin Alsop, OSESP’s principal conductor, movements while she conducted them while using a especial tech baton that transformed it into data. Then, a software transformed the data into strokes.

We printed it, she signed and we made an exhibition. The paintings will be sold on an auction in July. We also made souvenirs to raise even more money.

Marin Alsop was just the first edition and we are doing it with other conductors and other songs. Uniting music and technology, See the Music is a now permanent source of income for OSESP.

Describe the strategy

Our project created a permanent source of income for OSESP using their own product: music and their conductors.
With the tech baton data, we are able to create any kind of products, from the simplest magnet to a high-end canvas to be sold on an auction. And we used our fans as a consumer target.
The exhibition also increases the number of OSESP’s visitors, since it is in the same location.

Describe the execution

We created a 3D-printed tech baton fueled with accelerometer, gyroscope, magnetometer and Bluetooth able to capture the smallest movement from the conductor.

Then, we invited Marin Alsop, one of the world’s greatest conductors, to conduct 12 famous classical songs.

Then we transformed the data into strokes, printed it, she signed and we made an exhibition. Alongside of each painting, there was a Bluetooth headphone playing the part of the song that was on the canvas.

The paintings will be sold on an auction in July.

We also made souvenirs to raise even more money.

Describe the outcome

The paintings will be sold on an auction in July.
The souvenirs are already being sold at OSESP’s local store.
Several local news featured the idea and the internet loved it.
The opening night was a success: more than 1000 people came and the visitation number at OSESP increased on all the other days.
The total impact was 1.304.000 impressions.
But most importantly, we created a permanent source of income for OSESP using our own product: music.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
铜奖 音乐娱乐
Use of Music Technology or Innovation
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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