SXSW 2023
Integrating AI Tech Into the Live Music Landscape
Description:
In the months leading up to the launch of Here And There Festival, an inaugural touring festival curated by Courtney Barnett, a team of marketing, creative, branding, and tech professionals developed a first of its kind collaboration between Courtney, the Microsoft research team, and its NUWA AI Model. Courtney Barnett sent Microsoft 1000 of her drawings to teach the NUWA machine learning technology to “draw” like her. This idea was inspired by Here And There Festival and her emphasis on place and community. The team was interested in the way experiences and memories effect the way we think about geographical places. With the help of Microsoft, they developed a landing page where fans could enter inputs about places that are special or significant to them. Their answers were then analyzed
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Takeaways
- While AI technology is still very new, particularly in the music space, its functions can be used in a multitude of ways to engage and connect with an
- Technology is very much a source for the division and disconnection we feel as a society, however we feel projects like this are a shining example of
- Executing this partnership allowed for the team to build new avenues for marketing and promoting a festival outside of traditional tactics and methods
Speakers
- Katie Nowak, Head of Marketing and Brand Partnerships Agent, TBA Agency
- Amy Sorokas, Director of Strategic Partnerships, Microsoft
- Nate Auerbach, Partner, Versus Creative + OFFAIR
- Nick O'Byrne, Co-Owner/Director, Look Out Kid
Organizer
Katie Nowak, Head of Marketing, TBA Agency
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