Music Meets Motion.
Mercedes-AMG & will.i.am's New Collaboration
February 06 2024, Mercedes-Benz Vancouver
Let music be the fuel for your next adventure. In an exciting partnership that marries the realms of automotive excellence with musical innovation, Mercedes-AMG and will.i.am have unveiled the MBUX SOUND DRIVE experience. This pioneering collaboration was announced at CES 2024, signaling a new era of in-car entertainment that transforms the Mercedes-AMG driving experience into an emotional, musical journey.
The MBUX SOUND DRIVE is a testament to Mercedes-AMG's commitment to digital innovation, enhancing the driving experience through an interactive music platform. This revolutionary technology uses advanced software and a suite of sensors to interpret driving dynamics such as acceleration, braking and steering, allowing the vehicle to become a virtual musical instrument. Drivers can now 'compose' music in real-time, creating a harmonious relationship between motion and melody that promises to bring a smile to every journey.
Markus Schäfer, member of the Board of Management of Mercedes-Benz Group AG and Chief Technology Officer, shared his excitement about the project, emphasizing the desire for digital innovations to delight customers with new features that transform every journey. Meanwhile, will.i.am, the creative force behind the collaboration, expressed his enthusiasm for the potential of MBUX SOUND DRIVE to redefine music creation and listening experiences for drivers worldwide.
This collaboration is not just about enhancing the in-car entertainment experience; it's about setting a new standard for interactive music experiences on the road. The long-term vision for MBUX SOUND DRIVE is to establish an open music platform, inviting artists globally to create immersive audio tracks using the innovative studio software, thereby transforming the technology into a new musical medium.
Mercedes-AMG offered exclusive test drives at CES 2024 to showcase the capabilities of MBUX SOUND DRIVE, allowing visitors to experience this unique sound journey in a Mercedes-AMG EQE Sedan or EQE SUV.
Reflecting on his partnership with Mercedes-AMG, will.i.am described becoming part of the AMG family as a dream come true. From his early fascination with cars to his accomplishments as a musician, producer and tech entrepreneur, will.i.am's journey resonates with AMG's innovative spirit and commitment to breaking boundaries. The collaboration extends beyond technology to embody a shared ethos of pushing limits and challenging conventions, as seen in the "Everything But Quiet" campaign, which aligns with will.i.am's belief in making a loud impact through innovation and passion.
As Mercedes-AMG ventures into the future with hybrid vehicles and continues to redefine luxury and performance, will.i.am's role as a brand ambassador and his upcoming design project, "will.i.AMG," are poised to inject new intelligence and creativity into the automotive world. This partnership exemplifies the fusion of technological excellence and creative vision, setting a new benchmark for immersive driving experiences and opening up new possibilities for music and motion to coalesce in harmony.
