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Intel, Lady Gaga at the Grammys
Intel partnered with Lady Gaga last night to deliver a musical spectacular at the 58th Annual Grammy Awards.
Infusing Lady Gaga’s artistry with technologies from Intel, the collaboration was a diverse and multifaceted experience, demonstrating the power of technology to elevate an artist’s ability to deliver an on-stage experience in ways not imagined before.
“I like to do things that integrate technology and art with powerful experiences,” says Lady Gaga. “I think that this collaboration with Intel has been very different than anything I have done before. They have really given me so much amazing technology to play with.”
The performance incorporated Intel technologies to bring to life Lady Gaga’s vision for a worthy and memorable celebration of David Bowie’s life and career.
With stunning visuals and interactive content that responded in real time to Lady Gaga’s every movement and command, the combined team took unprecedented risks in this live performance to give the artist the ability to express herself in a new dimension.
In collaboration with Intel technologists and Lady Gaga’s creative team, specialised hardware powered by Intel Xeon, Intel Core and Pentium processors provided the requisite high performance to choreograph the lighting, audio and projection systems in perfect harmony with Lady Gaga.
The fan-facing technologies crafted for the performance included:
* Digital skin – An “animated face” was developed for Lady Gaga that enabled her to adorn a number of iconic looks all in a single performance in realtime. Intel’s highest performing processors were used throughout the development of this part of the performance, accurately tracking her facial movements while the “digital makeup” was adapted and displayed on to her instantaneously through a projector powered by a 6th Generation Intel Core processor-based desktop.
* Interactive video – Lady Gaga was given the power to control how she appeared on a large LED wall. Her Intel Curie module-based ring generated the realtime effects as she rotated and animated her wrists and arms, while Intel Xeon processor-based media servers generated the live content.
* Robotics – Gaga’s rose gold piano took on a life of its own as three Intel Atom processor-powered robot arms danced as one to add unexpected motion effects to a traditionally staid and steady instrument.
* Interactive holograms – An innovative combination of her Intel Curie technology-based ring and holographic display materials were used to allow Lady Gaga to generate a three-dimensional hologram of Bowie.
“Intel is on a journey to create and share the amazing experiences that our technology enables,” says Steve Fund, senior vice-president and chief marketing officer at Intel. “This performance has set a new precedent for live music experiences and is a major milestone for Intel and the Grammys.”
“With music and technology so seamlessly intertwined, the Grammys’ partnership with Intel represents the perfect alignment,” says Evan Greene, chief marketing officer of The Recording Academy. “Intel’s vision was to bring the live music experience to a level never before considered possible, and after tonight’s extraordinary, once-in-a-lifetime performance, this ambitious objective was most certainly achieved.”