Forget all my blathering on about the Sharper Image Beamz thing, because this video says it better than I possibly could. No, it’s not the video you’ve seen already. Think Beamz gone experimental — and keep watching until about :30. (Thanks to Chachi and Matt for this one.)

It’s official: Beamz has become stuff of Web legendz. I can haz alternative interface, or whatever.

Advertising, having devoted decades to building elaborate fantasies, now has a new problem: making things seem real and believable. But that’s nothing new to people doing sound design: tiny details of sync, spatialization, and content can trick the mind into different perceptions of what they’re seeing and hearing. The release of a TV ad showing a music ensemble made from Ford parts triggered waves of skepticism online, partly because the ad’s producers and director wanted the composer and instrument builders to make a car part ensemble that sounded quasi-Classical — rather than pushing its “car-partiness.” Singapore-based blog fanatic fandom has some great musings on the irony of the whole situation, with various coverage around the Web (including CDM’s). Note that composer Craig Richey was even concerned about subtle issues of sync impacting the perceived reality of the ad. It’s a great lesson in editing and design.

Of course, the ensemble is real, and we’ve talked a bit to sound designer Bill Milbrodt about the details. Now, it seems Ford and the ad makers have finally released a video interview with Bill. There’s something about talking to people on camera that helps — and Bill has great stuff to say.

Personally, I think the confusion about what people were watching may be more interesting than the car itself. It shows just how much editing and design choices can impact perception — something to keep in mind whether your aspirations tend toward Madison Avenue or the underground.

Previously:

Interview: Building a Musical Ensemble Out of Ford Focus Car Parts

Yes, Virginia, There Really is a Ford Car Part Musical Ensemble

It’s always fascinating to me how people hear, what they thing of as “real” or “authentic,” and what meaning they find in the things they listen to.

Yesterday, we got a glimpse of a new car advertisement for Ford in the UK featuring instruments constructed from automobile components:

Interview: Building a Musical Ensemble Out of Ford Focus Car Parts

What you see on the screen, of course, is not literally what you hear — the TV ad and soundtrack are edited together, and this is a car ad, not a documentary. But quite a few readers (and even blogs elsewhere) wondered if they were actually hearing instruments constructed from the Ford Focus — or if there was some audio fakery going on, as well.

Following up on our interview (which was evidently an exclusive for CDM, whatever that’s worth), sound designer Bill Milbrodt actually called me last night and we got to have a long chat about the whole process.

Here’s the short answer:

Yes, the instruments are really made from a Ford Focus. (The strings are conventional strings, which has a huge impact on timbre, but until Ford starts putting something that can substitute for strings into their cars, you’ll have to live with that.) Yes, musicians really did play them. Yes, you really do hear that recording (edited) in the ad. Bill points out that they could have saved a lot of money by just creating props. This is, indeed, the real thing.

And yes, the musical effect is awfully close to classical music played on conventional instruments. That was apparently the requirement of the agency and director. The sound of the Car Music Project is very different — and I suspect a little closer to the tastes of the readers here. Here’s what the ensemble sounds like live, at least until we get live footage of the Ford Focus ensemble (got my fingers crossed for that):

I just find it really interesting that people reacted the way they did — and to the whole issue of authenticity and recordings. We’re both immediately suspicious of anything recorded, yet cling to the idea of a recording as a “factual record” — despite the fact that sound depends entirely on your point of view. Even with live sound, you might experience a different concert in a different part of the hall. With recordings, mic choice, mic placement, and other factors impact the sound even before someone’s had a shot at digital “manipulation.” You know that, I know that — but still, we have some sort of deeply-ingrained expectations about what a recording is, or what we want it to be, that go beyond even the technical knowledge of a group of practictioners.

Of course, it’s curiosity about how things are actually done that drives some of this site, so I say, keep asking questions and questioning your ears.

But, for the record, this ensemble is, for all practicality, real. And there’s really not a cello on that recording, I swear.

Here are the full technical details from Bill, with links to still more information — and this answer actually winds up going into more of the nuts and bolts (sorry) of how these instruments were used musically:

We’ve seen basses and turntables made from motorcycles, and bicycle parts turned into DJ setups, ensembles, and The Nutcracker. But The Car Music Project has gone further, building two entire ensembles out a single car, first a sound designer’s old Honda Accord and, more recently, deconstructing a brand-new Ford Focus into a full instrumental ensemble in just five weeks.

In other words, before — a five-door 2008 Ford Focus hatchback as built for the UK market looks like this:

… and after the Car Music Project gets to it, 21 parts from that car become 31 individual instruments:

The ad campaign premiered yesterday in England. Above: the extended, three-minute version.

More: More cowbell! Ford turns Focus into musical instruments [Autoblog]

I got to talk to New York-based sound designer Bill Milbrodt, who led a 22-person team to build the instruments, with Ray Faunce III managing fabrication. Composer Craig Richey, who scored The King of Kong, Friends With Money, and Lovely & Amazing (among others), wrote the music for the ensemble.

Bill describes to CDM the daunting task of going from Ford hatchback to chamber ensemble. It’s an incredible insight into instrument design and construction, whether your DIY instrument tastes tend in the acoustic or digital realms.

PS, to the Crave blog and other doubters: the music is real. They actually made some fantastic-sounding instruments out of that Ford Focus. I certainly know when I buy an automobile, I like the peace of mind that comes from buying one I could later deconstruct with 22 skilled metalworkers and play original scores on.

Allmusic.com’s blog is doing vintage music-related ads. A true classic: this ad for Casio keyboards. Grab an MT-100 and some hair product, hit the NYC subway, crank your volume, and pick up trashy 80s women! The NYPD will nod in approval. Wow, now I know how to supplement my income.

Retro Ad of the Week

Thanks to Zach Steiner for this one!

Just don’t circuit bend that MT-100 — then you might run afoul of the policeman.

In that rare combination in which an ad campaign is both sexist and nonsensical, Dataton promotes the versatility of its 3301 Control Voltage sequencer by arguing you could hook it up to washing machines. (And we know how much women love doing laundry. Enough that they’d be interested in a CV sequencer. Because it’s not like some of the most important pioneers in synthesis, lighting, and theatrical visuals were women or anything. Ahem.) Happened to see this while rooting through Flickr; thanks to Brandon Daniel for posting it.

To read the full copy, check out the full-size ad.

Of course, the device itself looks fantastic. And if I could figure out a way to connect to a lineup of washers and dryers, you bet I’d love to take the whole laundromat onstage. Fog machines are so last year. Suds, and clean shirts and underwear on tour? That’s priceless. US$995 new, but I’m betting there are a few of these 3301s out there collecting dust because no one would know what they are.

And what happened to Dataton? Did their misguided ad department doom them to commercial failure? Nope. The company has remained a leader in audiovisual products, and is known as a favorite presentation / installation vendor.

Anyone know anything about this box specifically?