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Renowned singer and entrepreneur will.i.am has unveiled his new company called Sound Drive at CES 2024, promising to revolutionize the driving experience by harmonizing music with the dynamics of each journey.
According to TechCrunch, scheduled for a summer launch in Mercedes-Benz’s electric EQ models, Sound Drive is positioned as a groundbreaking in-car audio experience that adapts to the nuances of driving.
(Photo : Ethan Miller/Getty Images for Clear Channel)
LAS VEGAS, NV – SEPTEMBER 23: Black Eyed Peas singer will.i.iam performs at the iHeartRadio Music Festival at the MGM Grand Garden Arena September 23, 2011 in Las Vegas, Nevada.
Sound Drive: New Startup of Will.i.am
Will.i.am shared insights into the fundamental concept behind Sound Drive. The objective is not merely to synchronize music with driving but to create a dynamic soundscape that evolves, and remixes track uniquely for each drive.
The artist said the tracks are essentially “conducted by the road.” The technology behind Sound Drive delves into the diverse data streams emanating from a modern car’s ECU (Engine Control Unit), encompassing variables such as throttle input and brake pressure.
These data channels are then linked to an intelligent multichannel mixer, akin to a musical composition that responds to the driver’s actions using foot pedals and a steering wheel.
Mercedes-Benz CTO Markus Schäfer highlighted that Sound Drive currently utilizes around 10 vehicle parameters, with the potential for further expansion since the system operates as an app within the MBUX infotainment system.
This integration allows Sound Drive to tap into a rich array of data, contributing to a more immersive and personalized music experience. During a demonstration with a Mercedes-Benz model, 16 Sound Drive tracks were showcased, featuring both familiar tunes and tracks crafted explicitly for the experience.
The system’s adaptive nature became evident as a song’s rhythmic beat subtly accompanied the idle state, intensifying with changes in throttle input and speed, according to TechCrunch’s report.
Significantly, Sound Drive doesn’t simply adjust volume levels; it intelligently manipulates the song structure, allowing lyrics to enter and exit seamlessly in response to driving dynamics. The overall experience was likened to driving through a movie soundtrack that dynamically responded to the driver’s pace of life.
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Music Driving Experience
Will.i.am emphasized that Sound Drive extends beyond a performance. It allows users to geotag samples, connecting auditory cues with memories.
The technology envisions creating a musical route that captures the emotional nuances of specific experiences, such as the end of a relationship or the location of significant memories.
Mercedes-Benz is set to be the initial partner for Sound Drive, launching with 10 tracks in the summer under the name MBUX Sound Drive. The technology will debut in higher-performance AMG and AMG-Line EQ models, later expanding to other trims in the Mercedes range.
Will.i.am hinted at future collaborations with different manufacturers, signaling an ambition to make Sound Drive a cross-brand offering. While the technology promises a novel and personalized music experience, will.i.am emphasized that the system won’t reward excessive or unsafe driving behaviors.
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