will.i.am plays DJ as he demos new musical Mercedes in Miami
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will.i.am demonstrates MBUX Sound Drive technology in South Beach. Photo: Martin Vassolo/Axios
Black Eyed Peas singer will.i.am hosted an exclusive musical performance yesterday for Miami Art Week — but his high-tech car was the real star of the show.
State of play: The rapper-turned-tech-entrepreneur was driving passengers around South Beach to showcase his new venture with Mercedes-Benz: an interactive entertainment system that can turn your car into a "virtual musical instrument."
- MBUX Sound Drive, which launches Dec. 17 in compatible Mercedes vehicles, allows drivers to DJ their commute by manipulating their car's musical output with the turn of the steering wheel or press of the gas pedal.
How it works: MBUX Sound Drive uses sensors and advanced software to convert driving dynamics (braking, accelerating, steering) into real-time musical expressions that change the way your favorite song sounds on the road.
Our test drive: will.i.am, who drove Martin around South of Fifth yesterday, says MBUX Sound Drive is an active listening experience.
- The multi-Grammy-winning artist played a few tracks from the system's 40-song catalog, like "Californication" by Red Hot Chili Peppers and "Praise the Lord" by A$AP Rocky.
- The songs didn't sound like they do on the radio. They're dreamy reconstructions that change in real time as you drive.
- New sounds aren't added to the songs, but each sound is isolated and layered individually, will.i.am explained. He compared it to how a DJ never plays the same song the same way. "In this case, you're the DJ."
- As we sped up, the bass boomed. As we turned onto Ocean Drive, synthesizers and flutes swept across the track. At a stop sign, the vocals filter out and the music hums with a low bass drone.
- "You don't listen to Sound Drive, you participate and engage with Sound Drive," will.i.am tells Axios.
What's next: will.i.am says he eventually wants to expand Sound Drive to other car brands and make it an open music platform that artists can use to create new songs for the program.