GRAMMYs AR Project Lets New York City Write its Own Song in the Back of an Uber

The GRAMMYs will return to New York City for its 60th anniversary, and in an industry first, the Recording Academy has debuted a short film that documents how the city was transformed into an augmented reality musical instrument. The city that has served as inspiration for many musicians over the years will now have its very own sound, thanks to a partnership between the Academy and Uber.  

Underscoring the undeniable connection between New York City and music, the GRAMMYs, along with long-time creative partner TBWA\Chiat\Day, installed sophisticated software, multiple cameras and an augmented reality screen into a specially outfitted Uber to play NYC like an instrument. Triggered by the people and objects outside the window, each detected by next-generation computer vision software as the vehicle moved along each route. The captivating technology was developed by creative production partner Tool North America, giving riders the ability to watch from the back seat as a song was developed live before their eyes. Each rider was then given the newly-created song as a reminder of the experience. 

Over the years, Music’s Biggest Night has leveraged the power of technology to elevate an artist’s ability to deliver an amazing on-stage experience. But this year, to celebrate the milestone 60th anniversary of The GRAMMYs and the show’s return to NYC, everyday New Yorkers were treated to a spectacular GRAMMYs show right from the comfort and convenience of an Uber. 

Here’s what some of the passengers said about the experience:

"It’s like a mixtape of New York. It’s beautiful.“ - Colleen

“Everybody had their own beat and it goes with the soul of New York because people have their own beat and rhythm. So, it’s really cool to see a collectively people making music, and they don’t even know it. “ - Damion

“It captured the idea the that music comes from everywhere.” - Maurice