Last summer, we worked with electropop artist Broods and Microsoft to demonstrate how technology could create a deeper, more emotional layer to the music video experience for both artist and fan. The team created a first-of-its-kind experience by using the Microsoft Band, which tracks heart rate, to help fuel the creative. During singer Georgia Nott’s performance, the team captured her biodata and worked with the special effects team to translate the data into stunning geometric visuals, which can be seen throughout the “Heartlines” music video.

The system and data was also used to produce a bio-interactive concert for the launch of the music video and was further integrated into the live show for Broods’ US tour. The Microsoft Band collected bio-data during Georgia’s performance and translated the data into visuals in real-time, creating a new level of intimacy with the audience and a one-of-a-kind live music experience.

In April, 2016 we began conversations with the artist team about collaborating on a project. In May the team provided us with a music video treatment, and from there our team of creative technologists and media artists began exploring opportunities for collaboration. We collectively decided to work on a Microsoft Band 2 integration, which we hacked in order to capture and transform the data into visuals for the video. On June 28, 2017 we shot the music video in Los Angeles and went into a four week post-production period. As part of the video launch on July 29, 2017, Microsoft hosted an exclusive press and industry event which included a bioactive live performance by Broods, demonstrating the capabilities of the technology. The band commenced their US theatre tour on August 2, 2017 engaging tens of thousands of fans with the interactive live show.

The Broods “Heartlines” video has had over 2.2 million views and counting, with total video content views for the campaign totalling 2.4 million. This helped to drive organic conversation that saw #musicxtech generate over a 1 million impressions. Many of the credible major publications spanning technology, music, fashion and culture celebrated the project culminating in a reach of over 522 million. Press highlights included Billboard, Entertainment Tonight, Engadget, TechCrunch and WWD. The attendance of the U.S tour allowed the technology to engage tens of thousands of people across the country. The cost per impression has been calculated as $0.0005. In consumer research 79% of the “creators” surveyed said they are interested in learning more about Microsoft technology as a result of the Music x Technology program. After viewing video content, target audiences believe Microsoft’s best days are ahead of it.

Broods and Microsoft have pushed the boundaries of how people experience music by integrating creative data visualisation into their content and live performances. This project captivated music fans with an innovative approach to content, demonstrating how technology could help create a personal and authentic connection throughout the music video and live show, strengthening the overall fan experience. As the Entertainment Lions for Music celebrate collaboration and original content, the project between Broods and Microsoft is a best-in-class example of the level of creativity and innovation the industry should be aiming for when thinking about the music and fan experience.

For such a particular demographic we knew credibility would be critical, so the strategy focused on authenticity with innovation, and was tested by inviting influential people from the target audience to participate. Through conversations with their record label and artist management we identified an authentic role for Microsoft technology in a music video treatment for the artist Broods. We also rigorously researched what else had been happening in the space to set the bar for ideation against what would be newsworthy with opinion leaders and our desired media. Once the core creative idea came together, we assembled a team of creators from the music and tech community. From there we continued to develop the idea with the team finding opportunity to integrate the creative idea and technology into the live show, while also ensuring it provided strong storytelling opportunities for the brand, without impacting credibility.

Microsoft briefed us to look for opportunities where their technology could empower the music community by creating meaningful roles for their products in ways that would drive brand favorability. Their ambition was to improve brand perception with the hard-to-reach audience of cultural influencers and creators in the music and technology communities by engaging with them in creative and innovative ways.