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Massive Attack / Massively Personalised Remixes

by Contagious I/O

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world

British trip hop group gives fans a taste of new EP with AI-powered app

To promote its first EP since 2010, British band Massive Attack has launched Fantom, a sensory music experience which remixes tracks uniquely for each listener. The app features four new Massive Attack songs which can’t be heard in full or in their original version but instead are altered based on each user’s location, time and movement and heartbeat.

Users are asked to give the app access to their health data, enable location services and allow access to their camera. They can then choose one of the songs available and the type of sensor they want to affect the remix.

So if people choose to create a remix based on motion, their movement activates beats and effects. If they pick the optical sensor, the user’s camera controls the remix composition and effects based on different levels of brightness and colours captured by the camera (see video below).

People can capture the clips of their remixes and share them as videos or pictures via iMessage, Twitter, email or Instagram.

A section in the app states that the original tracks will be available soon.

Fantom’s creators include Massive Attack member Robert Del Naja, also known as 3D, and adaptive audio compose Rob Thomas.


Contagious Insight / 

Contextual content / Fantom combines real-time data and the user’s context to create hyper personalised versions of the tracks. The fact that the final remixes, videos and photos are unique to each listener also make the content highly shareable. This might also encourage people to listen to several versions of the same track. It’s a novel way to promote its new material and to capture fans' attention and engagement.

The future of music / Contagious has previously reported on BBC’s Perceptive Media Project which tested TV content that adapts according to each user’s personal tastes. Like the BBC project, Fantom shows how tech facilitates and personalises content creation for a range of different audiences.

While it’s still early days for such tech, it has clear ramifications for how artists interact with audiences. Commenting on the future implications of artificial intelligence in the creative industries, Massive Attack member Robert Del Naja said in an interview with Motherboard: ‘I keep thinking about what we could do next; for example, if you aggregated the personal data of everyone at a concert who had the app then you might be able to remix the music we’re playing in real-time. You could create a sort of group sensory experience. It changes the way you think about performance, because while one might see apps like this as an escapist experience, it might be more pervasive. I think there’s potential for it to affect the way we go out and how we share music with the people around us.’


Fantom app


This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.

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