Interactive music and light jam in the trains for Glow festival

In cooperation with Enversed VR and the NS (Dutch national railway), we have created interactive music jam tables for Glow festival in Eindhoven. People can build their musical landscape in the trains going towards Eindhoven and on Eindhoven Central station.

Train Jam forms the perfect link between technology and mutual interaction. Train Jam is for young and old because everyone loves music and understands the interaction from a board game perspective. Joining in is easy: just a question of positioning, taking and turning an object. The music components provide infinite freedom of combinations. You can get started right away, but each time you will discover new combinations. 

The 4-person divisions in the train are transformed into interactive play areas with music and light. Virtual landscape objects can be placed on the touchscreen to produce your own train journey ‘GLOW’ music clip. Your results are stored and can be played back as a light musical art work.

Amp.Amsterdam made the adaptive music for Train Jam. An adaptive music piece, may sound different every time it is played back based on changes of the input. The input can be anything and in this case it is the landscape objects that the player places on the table. Our aim with the adaptive music is to tailor the music to the unique experience of the listener. Once the game is finished the landscape that the players have made, functions as a musical score producing each time a unique music track.

The Time Capsule of Loïs

BACK IN TIME

Spotify has a feature that curates a playlist of your favourite throwback hits. A personalized playlist with the songs from your teenage years. The results are surprisingly striking and are bringing memories back. And we are going to share our nostalgia with you. 

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LOÏS VAN RUIJVEN

Gigi D'Agostino - L'amour Toujours
I grew up with trance and eurodance. No Beatles for me. Just Armin, Tiësto and a bit of Ray & Anita. This was THE song for me. "I FLY WITH YOUUUU". Follow up with 'Darude - Sandstorm' and the last song of the playlist - A Touch of Class - and you had your daily dosis of Eurodance. Amazing lyrics by the way. 'Just, la la la la la. And everybody's singing. La la la la la!' 

ToyBox - Tarzan & Jane
MORE EURODANCE! This was the first CD I ever bought with my own money as a tiny kid. Now that I listen to the lyrics I don't know why my parents let me play this in the car on our way to a holiday in France. 'I am Jane and I love to ride an elephant' and 'Come, Baby come, I will take you for a swing'... This song is wrong in so many ways but it brings back a lot of memories.

Fall Out Boy - Dance Dance
Brings me back to my alternative teen years. Blink-182, Panic! At the disco, Slipknot, Bullet For My Valentine (sorry not sorry)... I have had every possible hair color in those years. 

And I just want to give a last shout out to t.A.T.u. They were awesome. 

By 2020, the average person will have more conversations with bots than with their spouse

Ex Machina (Credit: Universal Pictures International)

Ex Machina (Credit: Universal Pictures International)

Written by Daniël Schotsborg

It is our prediction that within the next decade voice-controlled conversational interfaces will be the standard. This means that a brand and especially a new brand, should think just as hard on its sonic identity as it does on its visual identity.

The most important elements that need to be taken into account when designing your brand bot are the sound and the way it responds, they have to be flawlessly derived from your brand's values.

What are conversational interfaces?

Currently mobile users have on average 33 apps installed on their phones, but 80% of their activity is limited to just 3 apps: WhatsApp, Facebook Messenger and an internet browser. It is even so that WhatsApp and Facebook Messenger have both around 1 billion daily active users (KPCB) and what these two apps have in common is that they are both conversational interfaces (CIs).

The interesting takeaway from this insight is that the majority of online users are moving towards CIs as the primary way to interact with each other but also with companies and brands online. As this is becoming the primary way of online interaction it is of the utmost importance for brands to adopt CIs across their touch points and to look at the development of these.

The moment that AI starts to talk back

The next development after chat based CIs such as WhatsApp and Facebook Messenger, is a broader implementation of more and more sophisticated and natural sounding voice-controlled CIs, similar to, but more advanced than Alexa or Siri and tailored to fit the brand's personality. Customers will soon talk to your brand bot in a natural conversational way instead of only text-chatting with it. A brand can in the near future talk back to millions of customers simultaneously, helping them out through natural conversation (Marketing Facts).

The brand's personality reflected in sound

Sound provides an experiential component that gives emotion to the CI. But for this to work well, it is very important that the voice and sound of your brand is as well researched and designed as the visual identity of your brand. Also because the graphical interface will slowly disappear as primary interface and make room for more sonic based interfaces that are controlled by the customer’s voice (Venturebeat).

A sound advice

When designing your brand's voice controlled CI, pay good attention to two main elements: first the sound/timbre, personality, gender, intonation of the voice of the brand - this needs to be derived flawlessly from the brand values and personality. Second, the contents of the conversations, how does your AI brand bot respond to certain questions, in what way and how quickly, for instance.

The technological crystal ball

These technologies will come to maturation within a decade (Forbes). Start with designing your sonic identity today because sound is becoming more and more important in communication in the online world. The last digital revolution was mobile and the next could well be conversational interface, one thing is for sure, it is going to disrupt the industry in still unimaginable ways. 

5 Key takeaways of this article:

1.    Conversational interfaces are the primary way people interact online

2.    After chat based CIs will come voice controlled CIs

3.    We’re moving away from visual and tactile interfaces towards voice/audio controlled interfaces. Making audio equally or maybe even more important than visuals for a brand

4.   There is an art but also a science to determine how your brand should sound

5. Use professional help when designing your brand's sound

Get in touch

If you have any questions or want to get in touch please visit our site at http://www.ampamsterdam.com/ or contact me directly by mailing me at danielschotsborg@ampamsterdam.com.

Looking forward to getting in touch.

Further reading:

http://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/

https://www.mirabeau.nl/en/news/article/2017/conversational-interfaces-the-dawn-of-a-revolution

https://www.marketingfacts.nl/specials/conversational-interfaces

http://www.kpcb.com/internet-trends

https://venturebeat.com/2017/06/25/how-sound-plays-a-role-with-conversational-interfaces/

https://www.amazon.com/Conversational-Interface-Talking-Smart-Devices/dp/3319329650

https://www.forbes.com/sites/gilpress/2017/05/15/ai-by-the-numbers-33-facts-and-forecasts-about-chatbots-and-voice-assistants/#394362097731

The Time Capsule of Diederik

BACK IN TIME

Spotify has introduced a feature that curates a playlist of your favorite throwback hits. A personalized playlist with the songs from your teenage years. The results are surprisingly striking and are bringing memories back. And we are going to share our nostalgia with you. 

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DIEDERIK VAN MIDDELKOOP

 

Sign ‘O’ the Times - Prince
I clearly remember that I was in the car with my dad when I first heard it over the radio. My dad was in the middle of a story, but I stopped him mid-sentence and asked him to wait so I could listen. Eyes closed. Goosebumps from the first moment I took in that simple synth-octave at the start. The lyrics went straight through me as well; sung, but somehow spoken, something of a scat, but different, unique.Prince sounds matter-of-factly and emotional, at the same time. That bridge (‘it’s silly, no…?’); as far as I’m concerned, one of the best bridges that I have ever heard in any pop song.Sign ‘O’ the Times seems like a simple song, but it harbours an enormous musical authority, versatility and depth. There is a whole world underneath its surface.Impressive subject matter, too - the (dire) state of the world, in straight one-liners like newspaper headlines, each one hitting home. No gratuitous notes, no frills, everything exactly right, creating an absolutely unique atmosphere: the work of a genius.

Every Breath you Take - The Police
All my life I have been frustrated that my voice could not reach that ridiculously high Sting pitch; it’s just not there. So even though I would have loved to sing along with the song at my loudest voice, I would always have to switch to my softer falsetto. Much less power. Not as cool. Another song with a phenomenal bridge/middle eight: ‘since you’ve gone…’ etc. Amazing. Perfect writing. Stewart Copeland quite possibly my favourite pop-drummer of all times. Every song by The Police seems to carry a unique rhythmical gem somewhere. And: How only three guys managed to produce such a complete sound is as amazing now as it was then.

Brand New Day - The Wiz - Diana Ross, Michael Jackson e.a.
Mega-producer Quincy Jones in fine form.Jones’ track record as a producer is unreal; dozens of Grammys and a slew of Oscar nominations. Nuts. Crazy. All bells and whistles are there in Brand New Day; the cinematic intro alone is already huge, and the whole Quincy Jones three-ring-circus is yet to start. Apparently, Diana Ross was so incredibly motivated and pumped when they recorded her vocals, that her vocal reach was higher than ever before. Brand New Day is a song that has always made me feel like anything is possible in music. The sky is the limit. Even if you might not be the biggest fan of the musical genre: Brand New Day is a classic.

The Time Capsule of Daniël

BACK IN TIME

Spotify has introduced a feature that curates a playlist of your favorite throwback hits. A personalized playlist with the songs from your teenage years. The results are surprisingly striking and are bringing memories back. And we are going to share our nostalgia with you. 

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DANIËL LANGEVELD

Thanks Spotify for exposing my teenage angst, I clung on to music as dear life. Radiohead, Blur and The Smiths for my darker hours, countered by a shitload of punkrock like Rancid on my skateboard. And Refused as a soundtrack for my quasi leftwing changing the world period.

The Time Capsule of Tanja

BACK IN TIME

Spotify has introduced a feature that curates a playlist of your favorite throwback hits. A personalized playlist with the songs from your teenage years. The results are surprisingly striking and are bringing memories back. And we are going to share our nostalgia with you. 

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TANJA BLIEK

This playlist mostly remembers me singing together with girlfriends, out loud, wherever, whenever. Reenacting the Spice Girls movie - playing Baby Spice of course, and listening to terrible, corny, love songs - especially by Westlife. But also trying to sing/rap along with Usher,
Ja Rule or Diddy (and hopelessly failing)... 

The Time Capsule of Joost

BACK IN TIME

Spotify has introduced a feature that curates a playlist of your favorite throwback hits. A personalized playlist with the songs from your teenage years. The results are surprisingly striking and are bringing memories back. And we are going to share our nostalgia with you. 

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JOOST HAARTSEN

Well.. that is a mix of songs I'd rather remove from my instant ready memory, mixed with songs that bring me back to highschool party clumsy dance moves (I still have clumsy dance moves..) with out-of-reach girls up to the holidays hooked to my Sony Walkman with U2, Marley, LL Cool J, Public Enemy and Springsteen tapes.. and yes! I Want You from Costello.. what a great song still!

The Time Capsule of Dagmar

BACK IN TIME

Spotify has introduced a feature that curates a playlist of your favorite throwback hits. A personalized playlist with the songs from your teenage years. The results are surprisingly striking and are bringing memories back. And we are going to share our nostalgia with you. 

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DAGMAR HEIJMANS

Not born but raised in the 80's on a very mixed diet of power ballads, electronic pop and early gothic. Listening to the playlist with artists like Rick Astley, Depeche Mode and Beastie Boys brings back memories from the early years at high school, still playing with Lego Technics, to kissing girls for the very first time.  Listening to this playlist brings me back to these memories.