Music

Immersing fans in support of Martin Garrix’s book LIFE = CRAZY

Fans in Amsterdam got the experience of a lifetime, thanks to a life-sized kaleidoscope powered by Artificial Intelligence (AI).

The story of Martin Garrix has been told before, but his new book LIFE = CRAZY offers an inside view which is unmatched. With personal moments as well as the greatest events captured in amazing photographs, it offers a visual journey through the life of the superstar/DJ in more intimate detail than ever before.

In support of LIFE = CRAZY, the Microsoft AI team created an immersive fan experience called The Kaleidoscope.

Fans take a selfie inside the Kaleidoscope
Microsoft AI uncovers unexpected similarities between fans & artist
Fans enter the Kaleidoscope to be immersed in the artist’s photos
A fan enters the AI-powered Kaleidoscope
The Kaleidoscope debuts in Amsterdam

Fans capture their favorite artist from a new perspective. (Photo by Alex Revers.)

Microsoft AI uncovers unexpected similarities between fans & artist. (Photo by Yannick van de Wijngaert.)

Similar photos from the artist's archive are sent to the Kaleidoscope for fans to explore. (Photo by Yannick van de Wijngaert.)

Fans enter the Kaleidoscope to be immersed in the artist's photos. (Photo by Yannick van de Wijngaert.)

Microsoft used AI technology to analyze, classify, and then tag these pictures. For example, is the photo an image of a live performance? Are there pyrotechnics? Are there other people in the image? Do they look happy or sad? What color is their clothing? Where was it taken? AI made it possible to quickly analyze and document the cache of images, organizing them in new and creative ways.

The Kaleidoscope is a great way for fans to connect with Martin Garrix through the power of AI. We’re thrilled to be a part of such a highly personalized, unique experience.

Brian Marble, Director of AI Marketing at Microsoft
A male fan is immersed inside The Kaleidoscope
A fan is immersed inside The Kaleidoscope. (Photo by Alex Revers.)
Discovering new connections to their favorite DJ. (Photo by Alex Revers.)
Girl fans laugh at discovering similarities between themselves and their favorite DJ
Microsoft AI finds similarities between fan selfies and thousands of images in the artist's archive. (Photo by Alex Revers.)
The world of his favorite artist is reflected all around him. (Photo by Alex Revers.)

The Kaleidoscope encouraged curiosity, exploration, and discovery, and it all began with a fan taking a selfie. Then, Microsoft’s Cognitive Services compared the selfie with the images in the archive, pulling up a variety of Garrix’s photos that are visually related to create a totally customized fan experience.

Fans then entered a mirrored hallway where projections of the related photos refracted and reflected around them; they were literally surrounded by exclusive shots tailored to them, able to explore Garrix’s life in photos from all-new angles.

When they exited, visitors had a chance to explore the hidden connections between all the images and their own—discovering the unlikely, unexpected, or uncanny things they share in common with Garrix’s remarkable life.

Infographic explaining the Garrix Kaleidoscope powered by Microsoft AI
Creating a life-sized kaleidoscope, one panel at a time.
Testing the kaleidoscope before installing it at the launch of Martin Garrix's LIFE=CRAZY.
Adding the finishing touches to the life-size AI powered kaleidoscope, which fans will experience in Amsterdam.
Building The Kaleidoscope, behind the scenes

Creating a life-sized kaleidoscope, one panel at a time. (Photo by James Limon.)

Testing The Kaleidoscope before installing it at the launch of Martin Garrix's LIFE = CRAZY. (Photo by James Limon.)

Adding the finishing touches to the life-size AI powered kaleidoscope, which fans will experience in Amsterdam. (Photo by James Limon.)