Some might say that technology is killing themusicindustry. But if you look around, theres a beautiful marriage there themusicindustry is evolving every day, and artists are embracing technology innewand innovative ways.Take for example,Microsoft, which has been teaming up with bands such as Phantogram, Neon Indian, KEXP and many more to be a part ofMusic x Technology,where ideas and collaborations are born.
Were really interested in showcasing the way that people in themusicindustry are considering how technology is impacting their work, said Amy Sorokas, partnerships director forMicrosoftBrand Studios.
Most recently, the tech company partnered with electropop brother-sister duoBroods, with the help of creative agency,Listen, and released a tech-drivenmusicvideofor their latest single, Heartlines, powered by theMicrosoftBand.
And we say powered because the wristband plays a big part in the visuals of the duos music performance. The fitness tracker measures lead singer Georgia Notts heart rate as she performs in thisvideo, as well as while shes on the North American leg of her Conscious Tour. But reading that data is only part of the beauty here we get to see it translated into a beautiful geometric display to help tell the story with themusic.
They made visuals that are literally a part of me, said Nott. The whole concept is to show something thats invisible, like feelings, adrenaline, things like your heart rate, she added.
Throughout thevideoyou can actually see littleheartlinesconnecting the two characters, telling a story behind themusic. At the same time, bits and pieces of the biodata taken from the Georgia and Calebs actual reading from theirMicrosoftBandis used to animate the duo in the music video.
We had been hacking theMicrosoftBandand discovered some great potential, but we were still looking for the right musician to work with. We knew thatBroodswere developing avideofor Heartlines, so this seemed like a perfect fit, said Steve Milton, co-founder of Listen.
As an electropop duo, working with technology just seems to make sense. Technology is a massive part of creating and performing ourmusic, Nott said. Art has no boundaries, and the more technology develops and intersects with art the more well be able to create.