“AI in A Minor” in Partnership with the Baltimore Symphony Orchestra
The Opportunity
At 7 PM on August 9th, 2023, AI came to life through music.
For Jason Michael Perry, Mindgrub CTO and Baltimore Symphony Orchestra (BSO) board member, it’s tough to remember who came up with the idea first. All he knows for sure is that it was born from a collaboration with BSO, and a few Mindgrubbers.
“There should be something that connects the art, tech, and entertainment spaces here in Baltimore,” Jason remembers thinking, “We went down this rabbit hole of an outdoor speaker series at Mindgrub and holding an event or panel on AI and how it’s progressing.”
From there, the idea snowballed: what if we could put on an event involving Baltimore’s talented musicians, and experiment with the music-generating capabilities of AI? Once the idea came into focus, it was clear it was ambitious. But was it possible?
Our Approach
Mindgrubbers went to work researching this bold new challenge. First, we needed an AI tool that could generate original music by reimagining the style of provided music.
Team Mindgrub began by exploring Riffusion, an AI tool that utilizes spectrograms (2D representations of music) to generate original works. However, it wasn’t quite the right fit due to the MP3 format. In speaking to some of the people behind Riffusion, we were connected with former Google employees, music professors, and other experts to find the right AI for the job. “There were roadblocks,” Jason laughs, “And every time we never threw in our shirts and said ‘no’–we pushed through.”
We eventually landed on Anticipation, an AI tool that worked with MIDI files, which would allow us to separate instrumentals into sheet music. It could also complete or finish a portion of the provided music. From there, we found AIVA, an AI music-generating tool that could create songs based on mood, feeling, or influence. All of this was used with our partner AWS’ machine learning technology, which we were then able to package for any future AI music lovers to explore and discover.
Composed with Anticipation and AVIA
Our Latest Thoughts
An AI-Powered Campaign for an AI-Powered Event
Mindgrub Art Director, Emilee Beeson, gives a look behind the scenes at what went into the creation of the campaign for AI in A Minor, exploring AI's limitations and leveraging its strengths as a creative tool.
Read more“I think the use of AI has the potential to supplement creativity. For example, a composer may use AI to suggest different paths that they can try out to complete their work, just like a writer may use it to get themselves past [writer’s] block.”
Aubrey Foard, BSO Tubists
Incorporating AI into Every Note, Image, and Custom Cocktail
Now that the music had been squared away, the event itself required planning. Since AI was the main attraction, it made sense for the marketing, menu, and even cocktail recipes and names to receive the AI treatment.
For Emilee Beeson, Mindgrub’s Agency Art Director, finding the right balance between AI-generated imagery and human sophistication would be the key to a successful marketing campaign. She landed on a concept that could play into AI’s awkwardness while providing enough room for her creative polish. Emilee capitalized on the popular meme highlighting AI’s struggles with the realistic depiction of human hands, and so she input detailed prompts that yielded AI-generated musicians with surrealist limbs. These photo-realistic images were then enhanced by human creative professionals—resulting in a refined Dali-esque digital product that embodied the spirit of the evening itself.