The OnePlus AI Music Festival, held on December 17, 2023, in Bengaluru, India, was a celebration of creativity, technology, and community spirit, marking OnePlus’s 10th anniversary. This event showcased the brand’s innovative integration of AI with music, providing an immersive experience for music enthusiasts and technology fans.
The festival featured a stellar lineup of renowned artists, each contributing their distinct musical flair. Headlining the event was the Grammy Award-winning Afrojack, celebrated for his influential role in electronic dance music. India’s beloved artist Ritviz, known for his unique blend of Indian classical music with contemporary elements was also a key highlight of the lineup. Swedish DJ Diorange with his genre-transcending music, Kayan (Ambika Nayak’s musical alter ego) with her eclectic blend of genres, Pro Bros (Sunny Sharma and Karan Bhalla) with their high-energy electronic performances, and Lost Stories (comprising Prayag Mehta and Rishab Joshi) rounded off the lineup.
The OnePlus AI Music Studio was a key highlight of the festival, providing an avant-garde platform for artistic expression. This innovative space allowed attendees to explore their creative potential, composing music with cutting-edge AI technology. The festival’s focus on community engagement was evident, as it offered attendees the opportunity to step into the realm of composers and blend genres seamlessly using AI.
The rise of virtual AI artists like Noonoouri, who signed with Warner Music, exemplifies this new era, sparking discussions about the potential for fully automated AI music creation and its implications for music production. Artist responses to AI in music range widely, with some like The Chainsmokers and Hit-Boy embracing AI for enhanced creativity, while others, including Selena Gomez and Ed Sheeran, raise concerns about its impact on artists’ rights and jobs. We got in touch with Ishita Grover, head of marketing and government relations at OnePlus India to find out if the trend of AI in music is here to stay.
What is an AI-powered music festival? Could you explain the concept?
The OnePlus AI Music Festival is a pioneering event that merges the worlds of technology and music creation. It’s an immersive platform where attendees engage with AI-driven tools to craft, experiment, and collaborate on music compositions. This festival transcends the traditional boundaries of music events by offering a hands-on experience in using AI technology for creative expression.
Do you believe using AI to create music is a shortcut?
AI in music isn’t about taking shortcuts but rather expanding the horizons of music creation. It’s a powerful tool that accelerates the creative process, offering new pathways for exploration. While it streamlines certain aspects of music creation, the depth and emotional resonance of the music stem from the artist’s vision and expression, not solely from the technology used.
What inspired the concept of the OnePlus AI Music Festival, and how does it align with OnePlus’s brand philosophy?
The thought of an AI-driven music festival stemmed from our belief in the power of innovation and inclusivity. We wanted to create a platform where technology and music converge seamlessly, reflecting our brand’s ethos of pushing boundaries and creating unique experiences. This OnePlus AI Music festival embodies our commitment to innovation and fostering creativity through cutting-edge technology.
Could you elaborate on the OnePlus AI Music Studio?
The OnePlus AI Music Studio stands as a testament to our dedication to empowering artists with technology. Offering an array of genres, including rap, hip-hop, and EDM, this avant-garde tool enables users to become composers in their own right, it’s a collaborative space where artists can explore the potential of AI in music creation.
By leveraging AI tools and resources, artists can experiment, innovate, and craft music that transcends conventional boundaries, adding depth and uniqueness to their creative process.
How does OnePlus aim to create a seamless blend of technology, artistry, and live music at the AI Music Festival?
Our goal with the OnePlus AI Music Festival is to merge technology seamlessly with live music and artistic expressions to create an immersive experience. To bring this goal to life we crafted the OnePlus AI Music Studio – a transformative space where artistic dreams take flight, providing an immersive environment for music enthusiasts to explore their creative potential. Using the AI-generated track, the very talented pool of artists will further add their signature artistic touch to create something new that is an expression of both the artists and their fans.
How does OnePlus see the future of technology intersecting with the music industry, especially concerning AI and immersive experiences?
We envision technology as a catalyst for transformative experiences in the music industry. AI, in particular, offers incredible potential for personalization and immersive experiences. From AI-curated playlists to AI-generated music compositions, the future holds exciting possibilities. We anticipate a convergence where technology enhances not just how music is created and distributed, but also how it’s experienced. The OnePus AI Music Studio is one such example of the exciting possibilities
The OnePlus AI Music Festival embraces diversity in music genres. How was the selection process carried out to ensure a well-rounded representation of musical styles?
Ensuring a diverse representation of musical styles was integral to the festival’s curation. Our selection process involved a thorough exploration of various genres, leveraging, and creating a lineup that resonates with a wide spectrum of musical tastes ranging from Progressive House, Indie-Electronica and EDM, celebrating diversity and offering a rich, well-rounded experience for all attendees.
How does the festival tie into OnePlus’s commitment to innovation and pushing boundaries, both in technology and cultural experiences?
At OnePlus, we are committed to creating experiences for our community that are both engaging and unique. The OnePlus AI Music Festival is a testament to that commitment, which leverages innovation to create a transformative space for both technology and cultural experiences. It’s a platform where we showcase not just cutting-edge tech integrations in live music, but also an environment that fosters creativity, collaboration, and forward-thinking cultural experiences.
How do you foresee the evolution of AI’s role in music in the coming years?
Regardless of one’s profession, and what we’ve seen globally in 2023 – AI will continue evolving as a collaborative tool. Advancements in AI technology are very likely to offer deeper insights into human emotion, for instance in music, further augmenting the creative process while musicians continue to shape and define the musical landscape.
Do you think AI-generated music will ever be widely accepted as genuine music?
The acceptance of any kind of AI-generated art form in the future will solely depend on its ability to evoke emotional responses and resonate with the masses. While AI could be used as a tool in music creation, the ultimate judgment of its authenticity as “genuine music” lies in the emotional connection it establishes with its audience and how this audience will come to perceive art in the future.
