Mission

Change Yamaha's perception from a traditional piano manufacturer to a culture forward thinking art/technology company. Invent a whole new way to preserve and use incredible performance data of artists/pianists for education and live performances through usage of A.I.

Strategy / Idea

Yamaha's target audience includes culture elites and professional artists as well as aspiring artists and music students. The challenge was to change Yamaha's perception from a traditional piano manufacturer to a forward thinking art/technology company.
"Dear Glenn" is a unique A.I. driven project integrating Art/Tech and Branding in one. The aim of the project is to bring the craft of the deceased pianist Glenn Gould back to life through A.I. It opens up a whole new possibility to resurrect incredible human artistry to be used for education and collaborative live performance.

Results & Achievement

Instead of just using machine learning to re-create Glenn's performance, we brought in many "human collaborators" to input their love and passion to craft the A.I. Unique human centric approach of crafting the A.I. was highly appreciated by the curators of Ars Electronica and was invited as a keynote program despite it being a branded project resulting in multiple international media coverages.

Additional Information

Project has 3 phases. 1) Crafting the A.I. Glenn using over 100 hours of recording data as well as world's first inclusion of human input from professional pianists to craft the A.I. 2) The project documentary film was launched to create conversation 3) Live performance of A.I and human pianist at the largest media art festival in the world, Ars Electronica 2019. For the first time project proved the incredible potential of A.I to not only preserve great human artistry but creatively apply data to be used for collaborative performances.

Yamaha Corporation - DEAR GLENN

CREDITS

Local partners

Gold partners