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The project was implemented in collaboration 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 bring people and technology together to create a common cultural object, music. At the same time, 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 MediaMonks. They have 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. The face recognition technology reads the parameters - gender, age, as well as its main emotion - and a unique musical stream emerges from each individual user. The personal melody can then be added to the shared track, which changes based on all interactions. A true global music collaboration!
The "Change the Music of the Future" campaign is based on the idea of developing technologies that have ceased to be just an assistant for a person, but are full-fledged creators of cultural objects. Every year there are more and more such examples: artificial intelligence creates paintings, trailers for films, writes music. The machine plays a leading role, because everyone is interested in how far it can go in the creative process. However, music has become a unifying link for humans and artificial intelligence in this campaign.
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The composition of the creative team
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Client: EFES RUS
Marketing manager: Anastasia Surina
Brand Manager: Sergei Slepnev
Digital and PR manager: Julia Biletskaya
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Agency: BOOTLEG
Managing director: Ekaterina Shenets
Creative director: Alyosha Starodubov
Senior copywriter: Nikita Nikiforov
Art Director: Arsen Mollakaev
Digital Producer: Dmitry Ivanov
Account director: Vladimir Pervozvansky
Account manager: Olesya Paskhina
The advertising campaign "Change the Music of the Future" was launched with the participation of the creative agency BOOTLEG (BBDO Group). The project was implemented in collaboration with MediaMonks, Mubert, White Russian Studio and Xuman Records for the Miller Non-Alcoholic brand.
As part of the campaign, an algorithm was developed that generates a continuous audio stream of electronic music in real time. Moreover, anyone can change the track by uploading their photo on the campaign website.
The implemented face recognition technology made it possible to read the parameters - gender, age, as well as its main emotion - and a unique musical stream emerges from each individual user. The personal melody can then be added to the shared track, which changes based on all interactions.
As explained by the site in BOOTLEG, the "Change the Music of the Future" campaign is based on the idea of developing technologies that have ceased to be just an assistant for a person, 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.
“The high professionalism of the teams that created this project allowed the music to reach a new level, expanding its boundaries through an additional dimension - the mood of a person. Several complex technological solutions at once, including facial recognition technology, made it possible for thousands of people to contribute to the final track. Personalization and adaptation of music to the personal traits of a person will inevitably enter our lives, and today we are together present at the birth of the music of the future,” Alexey Kochetkov from the Mubert team shared his impressions of the project.
In addition, during the campaign, a special batch of technological bottles with NFC chips integrated into the label was released. It is enough to bring the phone to the label to go to the project website. On the Russian non-alcoholic beer market, Miller Non-Alcoholic became the first brand to implement such an approach, the agency noted. A TV commercial was also released to support the project and the limited edition bottles.
“The process of creating a TV commercial was different from the generally accepted production processes, when the selected musical composition is substituted for the footage and edited material without major editing adjustments. Only after writing the track, we moved on to the development of graphics, which supported the development of music with every line, movement, and repetition. The close cooperation between Xuman Records, BOOTLEG and White Russian made it possible to create an emotional video that looks more like a music video,” said Alyosha Starodubov from BOOTLEG.
The composition of the creative team:
Client: EFES RUS
Anastasia Surina — Marketing manager
Sergey Slepnev — Brand manager
Yulia Biletskaya — Digital and PR manager
Agency: BOOTLEG
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 idea of collaboration proposed by the BOOTLEG team is to bring people and technology together to create a common cultural object, music. At the same time, 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 MediaMonks. They have 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. The face recognition technology reads the parameters - gender, age, as well as its main emotion - and a unique musical stream emerges from each individual user. The personal melody can then be added to the shared track, which changes based on all interactions. A true global music collaboration!
« Tall professionalism commands, created this project, allowed music go out on the new level, expanding their borders across additional measurement — mood human. Straightaway several complex technological decisions, including technology recognition persons, gave possibility thousands of people contribute mine contribution in final track. Personalization And adaptation music under personal traits human inevitably will go in in our a life, And today we together we are present at birth music future» , — Aleksey Kochetkov, the Mubert team, shared his impressions of the project.
The miller.ru website has become the main platform for communication. The consumer can get to it in several ways. One of them is the purchase of a limited 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. It is enough to bring the 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 produced a TV commercial in partnership with the White Russian Studio 3D graphics studio and the Xuman Records music label to talk about the limited edition bottles and the project itself.
« Process creation TV- roller different from generally accepted processes production, when under filmed And mounted material substituted chosen musical composition without serious adjustments on installation. Only after writing track we have crossed to developing charts, which each his line, movement, repeat supported development music. close cooperationXuman Records, BOOTLEGAndWhite Russianallowed create emotional video clip, which the more similar on the musical clip» , — noted Alyosha Starodubov, BOOTLEG.
The "Change the Music of the Future" campaign is based on the idea of developing technologies that have ceased to be just an assistant for a person, 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 has become a unifying link for humans and artificial intelligence in this campaign.
The Miller Non-Alcoholic brand has been involved in projects related to electronic music for a long time. BOOTLEG not only offered a new format of interaction with electronic dance music (EDM) and nightlife lovers, 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/
Composition creative groups:
EFES RUS (client)
- Anastasia Surina — Marketing manager
- Sergey Slepnev — Brand manager
- Yulia Biletskaya — Digital and PR manager
- 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
Creative agency BOOTLEG (BBDO Group) and Miller have carried out the most massive and longest collaboration in the history of contemporary music as part of the "Change the Music of the Future" campaign. The project was implemented in collaboration 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 bring people and technology together to create a common cultural object, music. At the same time, 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 MediaMonks. They have 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. The face recognition technology reads the parameters - gender, age, as well as its main emotion - and a unique musical stream emerges from each individual user. The personal melody can then be added to the shared track, which changes based on all interactions. A true global music collaboration!
“The high professionalism of the teams that created this project allowed the music to reach a new level, expanding its boundaries through an additional dimension - the mood of a person. Several complex technological solutions at once, including facial recognition technology, made it possible for thousands of people to contribute to the final track. Personalization and adaptation of music to the personal traits of a person will inevitably enter our lives, and today we are together present at the birth of the music of the future,” Alexey Kochetkov, Mubert team, shared his impressions of the project.
The miller.ru website has become the main platform for communication. The consumer can get to it in several ways. One of them is the purchase of a limited 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. It is enough to bring the 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 produced a TV commercial in partnership with the White Russian Studio 3D graphics studio and the Xuman Records music label to talk about the limited edition bottles and the project itself.
“The process of creating a TV commercial was different from the generally accepted production processes, when the selected musical composition is substituted for the footage and edited material without major editing adjustments. Only after writing the track, we moved on to the development of graphics, which supported the development of music with every line, movement, and repetition. The close cooperation between Xuman Records, BOOTLEG and White Russian made it possible to create an emotional video that looks more like a music video,” said Alyosha Starodubov, BOOTLEG.
The "Change the Music of the Future" campaign is based on the idea of developing technologies that have ceased to be just an assistant for a person, 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 has become a unifying link for humans and artificial intelligence in this campaign.
The Miller Non-Alcoholic brand has been involved in projects related to electronic music for a long time. BOOTLEG not only offered a new format of interaction with electronic dance music (EDM) and nightlife lovers, but also contributed to the future of the music industry.
You can contribute to the endless music track on the site:
https://www.mfuturemusic.ru/
The 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 Paskhina — Account manager
The idea of collaboration proposed by the BOOTLEG team is to bring people and technology together to create a common cultural object, music. At the same time, 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 MediaMonks. They have 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. The face recognition technology reads the parameters - gender, age, as well as its main emotion - and a unique musical stream emerges from each individual user. The personal melody can then be added to the shared track, which changes based on all interactions. A true global music collaboration!
« Tallprofessionalismcommands, createdthisproject, allowedmusicgo outon thenewlevel, expandingtheirbordersacrossadditionalmeasurement— moodhuman. Straightawayseveralcomplextechnologicaldecisions, includingtechnologyrecognitionpersons, gavepossibilitythousandsof peoplecontributeminecontributioninfinaltrack. PersonalizationAndadaptationmusicunderpersonaltraitshumaninevitablywill go ininoura life, Andtodaywetogetherwe are presentatbirthmusicfuture» , — Aleksey Kochetkov, the Mubert team, shared his impressions of the project.
The miller.ru website has become the main platform for communication. The consumer can get to it in several ways. One of them is the purchase of a limited 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. It is enough to bring the 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 produced a TV commercial in partnership with the White Russian Studio 3D graphics studio and the Xuman Records music label to talk about the limited edition bottles and the project itself.
« ProcesscreationTV- rollerdifferentfromgenerally acceptedprocessesproduction, whenunderfilmedAndmountedmaterialsubstitutedchosenmusicalcompositionwithoutseriousadjustmentsoninstallation. Onlyafterwritingtrackwehave crossedtodevelopingcharts, whicheachhisline, movement, repeatsupporteddevelopmentmusic. closecooperationXuman Records, BOOTLEGAndWhite Russianallowedcreateemotionalvideo clip, which themoresimilaron themusicalclip» , — noted Alyosha Starodubov, BOOTLEG.
The "Change the Music of the Future" campaign is based on the idea of developing technologies that have ceased to be just an assistant for a person, 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 has become a unifying link for humans and artificial intelligence in this campaign.
The Miller Non-Alcoholic brand has been involved in projects related to electronic music for a long time. BOOTLEG not only offered a new format of interaction with electronic dance music (EDM) and nightlife lovers, 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/
Compositioncreativegroups:
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
