Challenge
Yamaha wants to “own” the good feelings associated with hearing/playing music while securing its reputation as Canada’s pre-eminent name in music.
Creative Insight
Music and how we experience it has changed, but its effect on us never will.
Execution
#ARIA will be an installation piece that explores how we produce, share, and experience music in a digital world. It aims to bring Canadian music makers of various specialties and skill levels to perform together in a virtual “concert” experience only Yamaha Music can deliver.
Casting Call
Top talents loyal to the Yamaha brand will be asked to participate in a musical number for #ARIA. They will then announce an open call to their respective followers. Promoted through Instagram and Facebook, Yamaha and the artists will then ask the Canadian music community to post a video of them playing/singing in hopes of securing an audition for #ARIA.
The Ensemble
Because Yamaha is a brand that supports both the novice and the expert musical artists, those chosen to play in #ARIA must represent the diversity of the Canadian music community. As “aria” refers to a solo performance within a musical number, each artist will record their part individually. Each “solo” will then be played on a speaker designated only to that artist.
Micro-Site
People can learn more about the #ARIA piece and the story of its participants at ca.yamaha.com/aria.
ARIA At The AGO
#ARIA alludes to the classical and digital elements of the installation (at the Art Gallery of Ontario). It consists of a room full of Yamaha speakers, each playing the artist’s “solo .” From a distance, the audience will hear the blended melody of the entire ensemble, but as they walk through the exhibit, they can listen to each player’s contribution. The piece recognizes the power of the individual as well as the collective. The campaign embodies Yamaha’s motto: Sharing Passion and Performance.
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