Responses by BOOTLEG
Background: The Miller beer brand plays around with nightlife, music and technology, so we built the site around the new technology Miller used on its packages to create a more engaging consumer interaction with the brand via music technology. We came up with the idea of Miller Future Music project, which not only broadcasts the created music, but also allows users to collaborate.
Highlights: The user flow is smooth and seamless. The music track doesn’t stop or pause; it’s being rearranged on the fly, which delivers the core idea of an infinite collaborative track. The site design itself is lightweight; it was essential for us to create a light interface for a complex technological platform.
Challenges: There were no ready-to-use solutions that met the conceptual requirements and we had to build a lot of features from the scratch. The biggest challenge was to create a music engine that could generate an infinite music track and rearrange it on the fly.
Favorite details: That we managed to bring such an offbeat project to life. Since brands commonly avoid new and risky solutions, we are grateful to the client for its support and courage to launch something outstanding.
Time constraints: Initially, we had a brief for mobile applications. But due to tight timing, we proposed the switch to a mobile website, which is faster to produce and easier to support. As a bonus, the site enabled us to acquire desktop users and to easily set up an interactive booth at Alfa Future Music Festival.
Technical features: The music engine is the core of the project. We collaborated with Mubert and built a new system based on its algorithm, which uses compositional techniques to generate infinite electronic dance music tracks in real-time. Since the Mubert team created a custom solution, the music track parameters are now editable. We also used Microsoft Azure to extract data from users’ selfies, like age, gender, emotions, facial expressions. The production supplier, MediaMonks, used WebGL technology to create a bold 3-D circle-shaped element, which is both an equalizer and the essence of an AI personality.