will.i.am Takes a Sonic Journey for Mercedes AMG's Ground Breaking Audio Experience

Culture-defining production house Fela has produced a 90-second anthem to introduce SOUND DRIVE, Mercedes AMG’s ground-breaking audio experience available through MBUX, its AI-powered multimedia system. The creation of MBUX SOUND DRIVE takes the long and successful brand partnership between Mercedes-AMG and will.i.am into exciting new territory. 

Cinematic and eccentric, the film describes the new technology where music isn’t just heard, it’s felt. Directed by Julien Christian Lutz, pka Director X, and starring acclaimed creative artist, innovator, and entrepreneur will.i.am, the short takes viewers on a history-making adventure, embodying the freedom felt when driving a car late at night on a winding back road, stereo turned up. The film flows with will.i.am’s verses describing the infinite possibilities, and every frame leaves the viewer feeling exactly how they would feel after a trip with SOUND DRIVE - connected, excited, and a bit reverent - as they create their masterpiece. 

Discussing the concept behind the advanced software, will.i.am said, “Imagine a world where your car can become an instrument creating musical journeys. MBUX SOUND DRIVE enhances driving and sound technology, letting motorists reshape music just by driving. I'm excited to see how composers, producers, and songwriters will harness this to create new works and reimagine classics for motorists to drive to. SOUND DRIVE is not only a new frontier for music creation, but also opens up fresh, exciting, and interactive listening experiences for drivers.”

Utilising a suite of sensors and advanced software, SOUND DRIVE interprets various driving dynamics - such as speed, acceleration, steering, and braking - and converts them into a one-of-a-kind piece. Whether the user is orchestrating a symphony or remixing a hip-hop track, this technology puts the driver in the producer’s seat, creating a harmonious relationship between motion and melody. 

“Until now you had to pick a good album or radio station as your soundtrack for a drive,” said Director X. “Now, with SOUND DRIVE the soundtrack and the drive are one and the same. You have to try it to understand how next level and amazing it is - the range of place, energy, and movement reflected in the music and felt viscerally in your bones.” 

Providing an immersive sound experience is just one part of the story. The long-term goal of MBUX SOUND DRIVE is to turn the technology into an open music platform. As a result, artists from around the world can create tracks, representing any music genre, in a new immersive audio format using the studio software.

MBUX SOUND DRIVE rollout starts in mid-2024 and will be available on Mercedes-AMG and AMG-Line vehicles equipped with the second-generation MBUX system. 

To fully demonstrate the capabilities of MBUX SOUND DRIVE, Mercedes-AMG offers exclusive test drives at CES 2024. Visitors can head outside to the MBUX SOUND DRIVE stand at the Diamond Lot and book an experience in a Mercedes-AMG EQE or EQE SUV.