AI in A Minor

About This Project

In collaboration with the Baltimore Symphony Orchestra (BSO), Mindgrub planned an event involving Baltimore’s talented musicians experimenting with the music-generating capabilities of AI. Mindgrubbers went to work researching this bold new challenge and exploring AI tools that could generate original music by reimagining the style of provided music. In the spirit of experimentation, a wide range of music (from Nat King Cole to Mozart, to Taylor Swift) was fed to the AI to see where it might be challenged, and where it could shine. More repetitive music, like Pop, or more minimalist compositions in the style of Philip Glass, was where AI thrived.

Once the music was composed, we used Lilypond to convert the audio files into sheet music, which presented yet another challenge. AI is not constrained by the laws of human ability—it creates tempo changes and shifts that could never be replicated during a live performance. BSO’s musicians collaborated with the provided music, reinterpreting its intent so they could successfully play the composition.

To complement the AI-infused performance, my team came up with a unique campaign concept that juxtaposes the sophistication of the symphony with the awkwardness of AI. We capitalized on the popular meme highlighting AI’s struggles with the realistic depiction of human hands, inputting detailed prompts that yielded AI-generated musicians with surrealist limbs. These photo-realistic images were then enhanced by human creative professionals—resulting in a refined Dali-esque digital product that embodied the spirit of the evening itself.

All work done for Mindgrub. Creative direction by me. Design by Emilee Beeson.

Category
Creative Direction
Tags
ai, campaign, event, social