The Monkeys and Finch Team with Flume on Original Track Played by All-Tech Outfit
Sep 26, 2013
Intel brings a whole new dimension to the world of music with this ambitious experiment out of Australia -- a band of tablets. The brand wanted to show that its processors power more than just PCs, so it tapped The Monkeys, Sydney and Finch to create this music and lights spectacle in which robots and an army of 60 Intel-powered tablets perform an original track created specifically for the campaign by up-and-coming producer Flume, featured this year as a one-to-watch at SXSW.
The tablets perform a variety of roles, acting as controllers, displays and even the "conductor." Each "member" of the band was programmed to play on command when it was struck by a robot arm.
"It is commonplace to have tablets play your music, but it's rare to have tablets create them," said Jayan Murty, Intel's director of brand strategy and integrated marketing, Asia Pacific, in a statement. The brand wanted to show how its technology transform tablets from vehicles by which music is consumed, to innovative new instruments on which to perform it.