Intel allied with Lady Gaga at this year’s Grammys Awards to deliver a tech-led, on-stage musical tribute to the diverse talents of David Bowie
The Academy Award-nominated and six-time Grammy-winning music titan infused her own artistry with a range of innovative Intel technologies in a multifaceted homage to the music legend during the CBS telecast of the 58th Annual GRAMMY Awards.
Using 3D, holograms and robotics, the celebration of Bowie’s life and music spanned striking visuals effects, integrated projections and interactive real-time content that responded to Gaga’s live moment, voice and direct command.
The singer and her House Of Gaga creative team worked in harness with Intel technologists to infuse the power of specialised hardware powered by Intel Xeon, Intel Core and Pentium processors to choreograph the lighting, effects, audio and projection systems in harmony with Gaga’s 10-track performance.
A live, on-stage Gaga tribute was run on Intel’s Facebook page and an introductory video about the partnership was posted on its YouTube channel.
While the set itself was promoted on The Grammy’s own channels and across the web.
The performance was also supported digitally and across social channels,
Watch the making of tonight's performance, "The Lady Gaga Experience" #INTELinMUSIC #GRAMMYs https://t.co/Hj6GpOJ0Js pic.twitter.com/8CwVWdw20z
— Intel (@intel) February 16, 2016
and via a set of media partnerships – such as with Vanity Fair.
The innovative technologies involved in the act included:
Digital Skin
An ‘animated face, using high performing processors to track movements and apply/display ‘digital makeup’, developed for Gaga that enabled her to adorn multiple iconic Bowie looks within the single live performance in real time
Interactive Video
Enabling the singer to control how she appeared on the huge LED wall with Intel Curie module-based ring generating the real-time effects as she moved her wrists and arms to manipulate the imagery.
Robotics
Gaga’s rose gold piano came to life through three Intel Atom processor-powered robot arms created unexpected motion effects.
Interactive Holograms
An innovative combination of Intel Curie tech-based ring and holographic display materials enabled Gaga to generate a 3D Bowie holograms.
‘I like to do things that integrate technology and art with powerful experiences,’ explained Gaga.
‘I think that this collaboration with Intel has been very different than anything I have done before. They have really given me so much amazing technology to play with.’
‘Intel is on a journey to create and share the amazing experiences that our technology enables,’ adds Intel CMO and Senior VP Steve Fund.
‘This performance has set a new precedent for live music experiences and is a major milestone for Intel and the Grammys.’
‘With music and technology so seamlessly intertwined, the Grammys’ partnership with Intel represents the perfect alignment,’ adds Evan Green, chief marketing officer of The Recording Academy.
‘Intel’s vision was to bring the live music experience to a level never before considered possible, and after tonight’s extraordinary, once-in-a-lifetime performance, this ambitious objective was most certainly achieved.’
Following the 10-track set, the CBS broadcast cut to a commercial break led by an Intel spot starring the pop star.
Comments:
This latter move – morphing from live tribute to the more direct commercially focused ad drew some social media backlash.
*does performance dedicated to Bowie then does Intel commercial making money off Bowie*- @ladygaga
— bieberfever28 (@kaylasloren) February 16, 2016
But in general, and certainly in the auditorium itself, Gag stole the show.
Reinforcing its ongoing commitment to tech-led music partnership, this Intel collaborative initiative was actually first teased at CES at the beginning of the year (see case study)
Links:
Lady Gaga + Intel Collaboration:
https://www.youtube.com/user/channelintel
Intel Music Digital Hub:
Intel Website:
http://intel.ly/1WXmVMe
Intel Facebook:
Intel Twitter:
Intel Instagram:
iQ:
The Grammys Website:
The Grammys Twitter:
https://twitter.com/TheGRAMMYs
@TheGRAMMYs
Lady Gaga:
Lady Gaga Twitter:
