Yamaha approached RED VELVET to design an activation for their SXSW launch of Creator Pass, their new subscription platform for music creators. While Yamaha was developing the service, RED VELVET conceptualized the Sound Box: an interactive music creation.
interactive sound box.
Creative Strategy
Creative Technology
Environmental Design
Experience Production
BA Staffing
B2C Experiential Activation
1,900
Visitors to the Creator Pass Studio
550
custom songs created
5,000
watts used to power the activation
context.
Yamaha approached RED VELVET to design an activation for their SXSW launch of Creator Pass, their new subscription platform for music creators. While Yamaha was developing the service, RED VELVET conceptualized the Sound Box: an interactive music creation experience designed to showcase the power of Yamaha tools, spark social engagement, and immerse attendees in hands-on, memorable interactions.
the ask.
The challenge was to bring Yamaha Creator Pass to life during SXSW to make a splash. We needed to design a compelling SXSW activation that introduced the service, educated attendees on its features, and delivered shareable, interactive experiences. The goal was to create a seamless, timed flow while maximizing social engagement and brand visibility.
The “Sound Box” let attendees create music in a 5-minute interactive session using Yamaha instruments and a custom Output Creator interface. Participants chose genre, tempo, key, chords, beats, and melodies, layer vocals and synths, and activated FX via foot pedals. The sound box itself was a photogenic installation that prompted attendees to snap a picture, and even export their track creation; social shares unlocked limited-edition totes for early participants.
the process.
solution.
RED VELVET delivered an interactive, multi-zone experience including the Sound Box, Podcast Lounge, Landr demo, and Conversion Corner. Attendees entered the studio, checked in via QR code, and were directed by Brand Ambassadors to their experience panel. Each participant received a timed 5-minute slot, ensuring smooth flow. After completing the Sound Box or demo, attendees captured a social photo and were guided to other zones, creating a seamless, curated journey through the activation. Early Instagram participants received limited-edition totes, amplifying brand visibility and providing a tangible takeaway to enhance engagement.
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