The Campaign

Our idea is to make the piano intelligent and make it the best partner who understands what and how a player wishes to play, instead of being just a mere instrument. We thought AI had the power to realize this.

Creative Execution

We exhibited an installation called “"AI Music Ensemble Partner YOO” " where everyone can enjoy playing “"Twinkle, Twinkle, Little Star” " at SXSW2018, and Yamaha Ginza Building, and our global flagship store in Tokyo. YOO appears on the screen as if it is sitting next to the players while they play and accompanying them so that they can fully enjoy the experience of playing the piano and exploring possibilities of music musical expression.

*2,469 participants joined, and over 700 answered the survey* *Covered by 177 media *Advertising value equivalency: ¥154,873,402 JPY ($1,372,376 USD) *81% of the participants wanted to try YOO again.

Playing the piano is rewarding, but the path to acquiring sufficient skills for self-expression can be lonely and arduous. How can we have more beginner pianists enjoy playing the piano? Creating a brand-new experience of a piano playing itself along with beginners is our answer. YOO makes it possible for them to enjoy playing a song to the end even if you are not familiar with the piano at all.

We launched this project for beginner players but are thinking it would inspire more and more people to notice how fun music is as a bridge between people and musical instruments. For example, there are people who cannot play where and when they want to, although playing together with other people is one of the most joyful part of music. Our AI may enable people to have the pleasure of ensemble wherever and whenever they want to. We are picturing the future of this project to connect not only piano but also any musical instruments and people to expand the possibility of musical expression.