Smirnoff Launches Mindtunes!

The Queen Elizabeth Foundation and Smirnoff have teamed up to transform brain activity and emotions into music with Mindtunes.  DJ Fresh, an international DJ was brought in on the innovative project to work with paraplegics in order to create this Mindtunes track.  Mindtunes uses EEG to measures the electrical brain activity and turns it into beats.  DJ Fresh produced the track with Andy Walker, Jo Portois on synth, and Mark Rowland on drums.  Smirnoff Europe has used a branded Youtube page to create the Mindtunes experience linking to the actual documentary and short clips of each participant.  DJ Fresh will donate the proceeds from the downloads to the Queen Elizabeth Foundation giving back to those who helped him create the track and raising awareness for the foundation itself.

Why I’m Curious

This project enables music fans who are disabled and can’t play regular instruments to explore their creativity and break the physical barriers of composing and constructing music.  Jo, Mark, and Andy used their brain activity to add beats to the track produced by DJ Fresh, something that is the first of its kind in EEG.  I think this is unbelievable and groundbreaking and really hits home for some viewing the videos.  I would like to see how this technology is expanded by medical professionals and neuroscientists in the future.  Hopefully, it will be a coping mechanism and healing process for those who can’t physically create music or verbally express their feelings.

One thought on “Smirnoff Launches Mindtunes

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