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Armada Music
Prompting the first-ever AI-generated music campaign.
Challenge
With the name of Armin van Buuren’s new single, ’Computers Take Over the World’ inspiring new creativity opportunities, the marketing team at Armada Music sought our expertise in using generative AI tools to create the assets surrounding the launch.Solution
To develop the team's AI knowledge and support the campaign, we designed and delivered a two-day training and creative workshop with Armada Music’s marketing and creative teams.Outcome
With our guidance, the team built out a range of assets using generative AI tools. Beyond the marketing campaign, Armada Music also used generative AI to create the lyric video, enabling computers to truly take over. It sparked conversations online and is the first-ever AI-generated music campaign.- CREATIVE DIRECTION
- TECHNICAL DIRECTION
- AI MASTERCLASS
- CONSULTING
The Lyric Video was created using Stable Diffusion and Deforum Stable Diffusion.
Listen To Audio Recording:
When the computers really did take over
Given the name of Armin van Buuren’s new single, ‘Computers Take over the World’, the team at Armada Music were keen to push the limits of emerging AI tools and launch an AI-fuelled marketing campaign.
Armada Music sought our expertise in using generative AI tools to create the creative assets surrounding the launch.
Designing a program to guide and educate
To support the development of the campaign, we designed and delivered a two-day training and creative workshop with Armada Music’s marketing and creative teams.
Our objective was to offer technical and creative direction while educating the client team on how to best use generative AI tools; for example, sharing how the tools work and how to get the best out of them with tips on how to write instructional commands, known as ‘prompts’.
We were guided into creating a phenomenal AI-Generated artwork and lyric video for the track’s release.
Your Majesty got us up to speed on the capabilities of AI tools and how to optimize them for our needs.
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Janice Renée Wendel
Marketing Manager, Armada Music
Discovery & Exploration
Our session started with a discussion. Inspired by the track name, we decided to deep dive into the hopes and fears of using technology now and in the near future.
We shaped this discussion into four key themes with their own distinctive creative direction: Cyberpunk, Solarpunk, Progressive Experimentation, and Who's taking over the world?
The aim was to make the entire campaign - from artwork to copywriting - using AI generation with minimal human editing.
Before jumping into the ‘making of’, our technical director, Kasper, provided a crash course in the available creative tools, the technology behind them and the most recent developments in the field.
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Re-rendered prompts using Midjourney 6.0. in 2024.
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The original artwork was made in 2022 using then state of the art Stable Diffusion.
Collaboration & Creativity
Suitably up to speed, we worked together to live-test prompts using Midjourney, Dall-E 2, Stable Diffusion and Disco Diffusion.
We used this time to explore which prompts gave which visual outcomes and variations between the different tools.
Structure & Support
Following the workshop, we shared strategic and creative suggestions to guide the AI-assisted campaign and assets. We created a dedicated Slack channel to troubleshoot Armada’s experimentation with the suggested prompts.
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The Armada team iterated towards the two images used in the final artwork.
Giving creative power to computers
With our guidance, the Armada team was able to build out a range of assets using generative AI tools. Beyond the marketing campaign, Armada Music also used generative AI to create the lyric video, enabling computers to truly take over.
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Final artwork made using Stable Diffusion - a combination of two images.
Your Majesty came prepared with loads of creative ideas and helped us sort through our team’s ideas into a concise foundation on which we built a solid campaign.
Their guidance was crucial for the outcome, and we recommend working with them.
Janice Renée Wendel
Marketing Manager, Armada Music
Outcomes
The campaign was not only first of its kind, it reinforced the concept of Armin’s track, ensuring people didn't just get the message; it sparked a discussion and received global press coverage.
