The venture is a collaboration with Microsoft and the platinum-selling band, whose keyboardist Casey Harris was born legally blind.
As somebody who was born with low imaginative and prescient, X Ambassadors keyboardist Casey Harris is aware of what it’s prefer to be excluded from the visible elements of contemporary music. However along with his band’s newest venture, he’s discovered an modern workaround.
In partnership with Microsoft, the platinum-selling rock band — which additionally consists of frontman Sam Harris (additionally Casey’s brother) and drummer Adam Levin — has unveiled Growth, a brand new cell app that permits blind and low-vision followers to get pleasure from an immersive, audio-only expertise of the band’s new single of the identical title by way of “responsive, three-dimensional” sound powered by Microsoft’s Home windows Sonic know-how.
Like different blind and low-vision people, Casey was largely alienated from the expertise of watching music movies rising up — apart from his brother’s occasional narration of them. However after reaching a spot of prominence within the music business, he got here to know their true energy.
“[As] our band has become more and more successful and we’ve had to put out music videos and that sort of thing, I’ve started to understand what the [appeal is],” he tells Billboard. “It’s a full immersive narrative experience for a lot of videos…. It’s something that actually changes to a certain degree how you listen to the music. That was sort of a revelation to me.”
Having beforehand partnered with Microsoft on different initiatives — together with one which had the band talking to highschool college students in Nashville concerning the significance of accessibility and inclusion — Casey started quietly brainstorming the idea of an audio-only music video. Fortunately for him, the tech large already had the know-how to make that idea a actuality.
“I guess it was around Grammys time this year [that the band] said, ‘Hey, we’re looking at activities around the new album. And we have an idea that we want to talk to you about and how we can potentially create this thing that Casey came up with,” Microsoft director of name partnerships Amy Sorokas tells Billboard. “So I said, ‘Great, let’s chat and figure out what we can do.’”
The consequence was Growth — now accessible for Android, Home windows and iOS — which permits for 3D placement of sound utilizing Microsoft’s Home windows Sonic know-how together with every system’s axis-based movement sensors. Each Casey and Sorokas evaluate the expertise to that of augmented actuality [AR], which locations computer-generated objects in real-world environments by way of a person’s smartphone or different digital system.
“When you rotate the device [while using Boom], it changes the direction of the audio that’s coming at you essentially,” says Sorokas. “So identical to you’ll flip your head in case you have been trying round at an AR expertise and see various things, you hear various things.”
The Growth expertise begins with a short educational walk-through by Casey, after which listeners are prompted to select from two totally different “soundscape journeys”: One created from subject recordings of the Harris brothers’ hometown of Ithaca, New York, the opposite from recordings of the Bushwick, Brooklyn, neighborhood the place their former rehearsal studio was situated. To navigate lead vocalist Sam’s bodily journey by way of the tune — through which its protagonist leaves a nasty state of affairs to embark on new adventures — listeners merely transfer their telephones to manage the audio enter.
“It was very, very important to me to make sure the sound instantly evoked the atmosphere,” says Casey, who notes the app was additionally designed for use by sighted individuals (although he recommends they shut their eyes to raised expertise it). For the Bushwick soundscape, he says customers can count on “jangling jackhammers” and honking horns, whereas Ithaca will include a gentler set of sounds. “There’s a certain type of cricket [in Ithaca] that is so evocative of warm summer evenings lying out on the grass here,” he continues. “[It] just instantly took me away.”
Although the app is designed to inform a really particular story, it’s frivolously customizable, together with a slider that permits customers to set the combo between music and sound results. And naturally, the motion of the physique is necessary in getting the total expertise. “Even when all the instruments are playing, if you turn your tablet or your body a certain way, you can listen sort of between the instruments to the sounds, and vice versa,” says Casey.
“Boom” is the primary single off X Ambassadors’ second studio album, Orion, launched June 14 on KIDinaKORNER and Interscope Information, which was itself conceptualized across the theme of accessibility. For one factor, the yellow-on-black excessive distinction album artwork was based mostly on a shade scheme that’s simpler for people with low-vision to see. Moreover, the official cowl artwork for “Boom” spells out the tune’s title in braille.
Incorporating these parts is all a part of a brand new focus for the band, which has solely not too long ago begun to combine inclusion for blind and low-vision people into their artwork. The theme will probably be carried over to the band’s upcoming tour as effectively, with VIP ticket holders on every cease having the choice to participate in an unique expertise that can deliver the app to life utilizing a mixture of “sound, scenery and scent.” And whereas Growth the app is unique to “Growth” the tune, Casey foresees future X Ambassadors music — and even that of different artists — being launched within the Home windows Sonic format going ahead.
“It feels more and more like a job that we have to do to help spread that message of inclusion and acceptance,” says Casey, who notes the band is within the very early levels of engaged on new music. “I suppose that is undoubtedly going to infuse our music sooner or later.”