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Can 5G Transform the Live Music Experience? | SXSW 2021

Cristiano Amon
President at Qualcomm
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SXSW 2021
March 19, 2021, Online, Austin, USA
SXSW 2021
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Can 5G Transform the Live Music Experience? | SXSW 2021
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About speakers

Cristiano Amon
President at Qualcomm
Steve Aoki
Grammy-nominated producer at DJ & entrepreneur

Cristiano Amon serves as president of Qualcomm Incorporated and is a member of the Qualcomm’s executive committee. In this role, he is responsible for Qualcomm’s semiconductor business (QCT), which includes Mobile Handsets, RF Front End, Automotive and IoT, and the Company’s global operations.

View the profile

Steve Aoki is a 2 X Grammy-nominated producer, DJ and founder of the trendsetting record label, events/lifestyle company and apparel line Dim Mak.

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About the talk

In the last year we have felt the absence of live music. Artists have stepped up and gotten creative to reach fans virtually with some amazing results – but it can’t replace the impact of live performances. As we look forward to the return of live music, artists have a new platform to help deliver innovative experiences – 5G. The next generation of cellular delivers capabilities that can take the live experience to new levels of immersion and unlock new opportunities for artist creativity. Join Cristiano Amon, President and CEO-elect of wireless leader Qualcomm and Grammy nominated DJ Steve Aoki and hear from two visionaries about the future of the live experience in a 5G world.

About SXSW:

SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. An essential destination for global professionals, this year’s online event features sessions, showcases, screenings, exhibitions, professional development and a variety of networking opportunities. For more information, please visit sxsw.com.

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So if you feel Brave cuz y'all look, if you feel feel up for it you take a step off this ledge right into the pool. How deep it is 16 ft deep. I'll probably do it. The aoki's play house. So we have a lot of fun things in the house. Mainly aren't toys, loves fashion stuff Collectibles. This is like the name for. We got the view of Las Vegas right there, which is really nice. Especially at night, you get to see the hole in the fall trip. Later this piece right here, is mr. Brainwash

operation together. Bruce Lee has been like a long time. He rode my suppose kids. So like the guy. He's going to call Bruce Lee. is my bedroom at school right there, but I think one of the cool Parts this room has to do is this turn back here. You could use this for the Bruce, Lee movie Enter the Dragon into and then this is the library books & vinyl vinyl Fang. Is super cool. Yes, I should have kept my mind. So when you like I remember my friends after I left college or like, we can't, we can't move with his vitals, too heavy.

And I was like a big shoe collector. So this is I can see. This is just some of the shoes that room that not. Everyone sees is actually in here. They're more like pieces of art. Now I just don't I don't wear them sometimes. That might work for a music video. She like a red carpet it. What's your shoe size? So this room is all about toys. Wow. This room originally was a hallway and I carpeted the floors and the ceiling and the walls just feels like super comfortable

sleeping here, you know? I like those two characters with that style, exactly, we talked about immersive experience a lot with 5G. But this is a really immersive experience for your lights out thinking about, how can we add a little unique element originally? This was a racquetball court. So we took this whole thing out here, and when I put this piece in, this was never hear this Terrace because I wanted to have to floors to work out and I wanted to be able to jump in the Pulpit, very

important. I got my GoPro set up in a rock out of satin. I'll play here 4 hours. Yeah, they're going to get the music going, you know that what they're doing now is they're becoming more self autonomous where before you have to have a CD right now, it's Scott from CD to a s t r u s b Wright. And now it's getting to the point where these are are going to become their own computers. And people wouldn't just download or stream attract online and guess what you need, you need high-speed

because you can't do that without having high-speed connectivity, right? So when that happens, if that becomes more out there, the clubs have the type, you can activity. Anyone can use any song Any Given place. I used to Towing records. I could only play that the 60 records that I brought. So you go from 60 records 15 years ago. To having unlimited access to the internet. That's pretty cool. I think, I also want to play where I am in the country's music. I get inspired night and I hear this new sound and I don't have the access to right there. So if I'm like, with some DJs

know, like, you know, you got to play this record of everyone's know, crazy. I'm like, quickly download it. That's what I usually do. And then go somewhere. They login, they download. They put on the SD to give me the SD. I have to put it in. There is Emi in my unit. Now if you can change that in full you do I can download right here. I just seen it right here on out the unit because you have 5G bility. It's a game-changer, you know, it's it's just exciting. Where technology is going or the access to be able to play so much music to so many different people to all around

the world is just incredible. I just hear you talking about. They give us a lot ideas when I think about how people going to be connected to how we connect digital spaces, physical spaces. This is a great example that This room right here. Cuz you know, this is what pays the bills of my entire life, if my studio is where the magic happens is d'place, this is the place. This is my office. When I come to Qualcomm and I I said in your office, now you step into my office. So we made it down here. This studio

Christiana. I'm glad you know, we did the whole tour. I've been looking forward to this. Now now it's time to make some music. Thank you very much for the nice of you. Remember, you came to go, Steve going to be the right person to connect music and technology. And I'm glad we're having this conversation today. Thank you, thank you. I mean neon future. I exactly what you said. I I believe not just in the the the merging of music and Technology but in human and Technology, I'm very much for advance. In the space of where I liked it with my music. I like to connect

with the futurist that really think about where we're going with tech. So I'm all about the future of where we're going with tech. You know, where we going with you Maddie and music, of course, all three look. You know when when we look about, you know, creating as a company, we're company they create a no fundamental technology that allows people to invent. And on top of that platform, no create incredible, new fangs, and what we like about where we are right now, especially when I look at, you know what, this transition of the industry to 5G, this is going to be an

opportunity for a lot of people to create special want to think about, not only music but the video I think I'm only like 5 people make everyone a broadcaster and I'll 4K video and end in connecting everybody together in the ability of have a lot of sharing experience. You know, it's Besides being a key ingredient of a future. Digital economy will have an impact in art and creativity artist. How you think about that the input and output that goes out of this room alone. If I don't

have the tech that the speed and the capability to do it fast and I'm sitting here wondering, I'm sitting here waiting for for files a chest that I do. Remember those days. I remember those days of sitting around waiting for something to download waiting for waiting, for all these things and end the faster. It is you're not stuck in this bottleneck of creativity. I mean just on that basis alone, I'm always thinking. Can we go faster? Can we do this quicker? Because it's all about being in the floor. I don't want to disrupt the flow. And when I think about 5G and you guys, are you

talking about that? I'm thinking about, this is going to make my life more streamlined, more efficient? This is what I need to do. Just to listen to, to you describing it actually before came here, when he showed me your stage 2, you know, you know what just to say, thank, you know, 5G mature world will be in, change the way you do things. We talked a lot about the potential 5T besides a high-speed connectivity is the ability for you to do Computing on demand you need computing power. You instantly are instantly connected to the cloud as if the cloud in your

computer were connected into a single machine. So what are you here? When you're somewhere else, you can always get access to my laptop. If your phone you can, if you need the the processing power of your studio, you be able to do it in the clouds with 5G talk about in general connectivity about I have to wait I have to wait a minute that points to in a one of the interesting use cases 45 G in music is how to deal with concert. So I people would have concerts and they wanted to share their experience, they want to post it, they want to capture video, you

know what you could interact with them in existing networks. You don't have the ability, there's no band was to do that cuz then I get frustrated with with the 5G, banned weather for the the speeds we can get, for example, out of millimeter way for, you know, where we're now we're talkin about having Wireless fiber and people will be able not only to share their experience. They have that in real time and probably interact among themselves from this location. So I was thinking about this, when you show me

stage 2, you know you can be there, any from there, you can project directly to a concert at Club in tested in real time. Music. Yeah, I just remember like going to festivals. You have to turn on airplane mode because there's no point. Like it's just like waiting for it to send waiting. If you don't even like, you're like getting the content of course just like, you know, like everyone else. When you're at Coachella, your adultery TC you want to be posting it. You can you just cat is just like it. It's like literally, like a big wall has got

over the whole place. Has its has great to hear that. There's the possibility of things that just open up, you know, and have this this like instant connectivity. Cuz that's what we want. And then I doesn't matter if it's like through a phone or through human-to-human. We want to be connected to each other and I feel like that's why I travel so much around the world and do what I do cuz I have this addiction to take tivity. I want to connect with people constantly music is just a tool, making music is just a tool for me to connect with someone else. And the best part for me is that I

get to see that connection happening. So I make something happen. I feel at it, makes me feel somewhere, right? I am like, wow, I I am, I feel so strongly about this song and it makes me feel this way. So extraordinary, I want someone else to feel that. So now I when I put that out in the world, lot of lot of producers, don't get to see that, I get to see it cuz I got to go to the show and I'm I'm scanning. I'm like a robot scanning the crowd, and looking for the most connected person, to that song that I made. And I feel like I just don't write on that person. I don't care about the

ten thousand people in front of me. All I care about is that one person is like pulling their hair out, screaming, crying singing along, and they don't care about what anyone else thinks around then. I'm like, all I care about is you one of the most powerful if I could stay that way. Transformative, elements of fire chief. Consumers is that we we honest believe a Qualcomm that 5G will end up changing. What we call the Computing platforms for the computer platform. I'm sure you know, started your experience. Our computers are

for PC now or computer that use most of times your phone. And we think about what the Next Generation customer platform and we think the next-generation platform to be like glasses for admit the reality experience. You just described that show and you wearing glasses that look like this one have cameras on it. And in your connected with this virtually infinite bandwidth which is 5 G in real time. In daet thing that you you're the only one that can see as you are in the show and you capture that part you can share with everybody while

it's one of those things that technology can come in and Overland Be where I like about this conversation. Steve is going to win the pandemic 2020. Everybody when you know if I if you're not call me on my cell phone, maybe at some point you're going to say, you know Christian or can we do a zoom call used to see you. And in video, this is where you going to be able to Overlay image of people like augmented reality and what do you see when they're their Avatar? Or you can share with other? So there's a lot of interesting application of this 5G technology and I I

like to see how do you apply it to music? If you know us as we talkin, you know, having this conversation about music and art in it and I think there's Number use cases. It can fly by the way. She knows in San Diego. Right now, it looks like he's in Las Vegas but he's not and I'll just get it. Cuz I've been fortunate enough in my my history at waughtown, to be in every single one of those were determined transition play. I work in Cellar, my whole career, and, you know, the rule of music is interesting. So when I was starting to move from 2G to 3G

and you know it, we all had our flip phones or candy bar phone and was like music phone. But then, as we went from 20 to 4G and we started of have Broadband. The Revolution was incredible. All of a sudden you could have Music stream to you. I think the the 4G smartphone how, how people experience music was probably a resolution as big as like these Sony Walkman about 5G Define, TSA things going to take this the next level because what what is going to happen is no known only, you were going to be able to do that with music. Are you be able to do that with music video to pick up? My video is

going to be as easy as turn music? No matter what signal lever, you have, your going to have be able to play like, for KV the resolution. And when you think about how people consume music, you know, I'm I'm just speculating, but I think the technology to allow people to share their music moment. So you know, yourself what the effective from a technology site from your perspective on the other side, pure music You have to be at as a producer. You have to know

the pulse of what the world is doing, you won't be relevant, right? How are they listening music? And it's it's like you said I'd like the I have to know where people are going to go with technology how they can listen to music and if they're going to be listen to music on smartphones which is what they do. You have to understand that. That's why I said when I produce I always listen on every different medium. You have to think just enough ahead but not too far ahead because you can see too far ahead. They won't get it goes right over their heads. So The Sweet Spot that that

sweet spot between too far ahead and write right where everyone's on point that sweet spot if you nail that you're successful, but you said something which was really important. And I and I do, I have to unpack that you said something about people consuming music and their phone and the music. Design, you know, for the technology they have in your phone will make a prediction that people will continue to consume music and phones. Send and I said before, one thing to 5G will do is going to extend of experience to concerts and a pandemic. If people cannot go to

concerts and you're showing me how your, you know, what kind of broadcasting from from your studio and people will be able to get in their phones. But once you have the Fried Chicken activity, people experience that in 4k high-definition, sometimes they can have a fully immersive experience with virtual reality devices and more importantly can interact with you in real time. So so I think we're going to the right direction there. That's so cool. When you think, when you think about how to interact with people in real time, That is stuff

that you can do around the world that you can do it and engage with you cuz you couldn't them done before. You know, so it's exciting to see where it's going. And I remember hearing about the sound like, I need to see this. I need I need to have this at my shows, you know. Like I feel like I remember seeing technology when I was at the, the the summit at the clock on the summit and in Maui, and I was seeing that, like there's people that are in the, you know, nosebleed seats, they get like a better view of the stage and it's real time. I mean that's incredible because like

you got to take these bigger concerts like the poor guy in the back and you know, they can't see the show like you to see it right here too. It's the same time you can see it right? Like far away. Was like real time right here, right on your device, and it looks really crystal clear. I mean, those kinds of things are game changers for a day experience because I In the world right now, you have a lot of experience with a fan community. So I woke up to a smartphone and we're

going to be launching a new platform which is a Snapdragon Insider that's going to be a platform for fans to engage with technology to be able to know what's the latest in technology to provide feedback. And I would like to get advice from you. If you have been engaging with fans, you know what, advice you have to give it to us about how to engage with fans, especially the ones they're going to be really in tune with the latest technology. I think it's always doesn't matter what you do. It's it's quality content for me is music, you know. And of course I have other platforms that I and

other things that I do but you want to go You want to be of service at the end of the day, I'm out of service to the community that supports me and the more you're out of service to them and the more you give to them, you know that the more they give back to you. And and if you give great unique service you know for me it's my music and my life shows was like to probably most importance of service that I give to my fence. Will you give that kind of quality content experience? And, and you do consistently, I think it's really important, you know, really great

being of service giving quality to your your, your fans of the people support you and be consistent with what you do. That's awesome. Yeah. So here we are. 2021, I'm starting out very hopeful of where things will go. I mean, obviously 2020. We were stuck in our homes. Quarantining hoping for this pandemic to end and you know I'm very hopeful my bread and butter in my heart and soul is in live shows, you know, and I am like just test really wanting it and Safe Way of course. And I'm hopeful, you know, I'm and I can't wait for

us to get back to be able to let, you know, want to be out there cuz there's something special that you can't explain in any other setting. And, you know, it just like we were talking about the technology that you're bringing up that that's really exciting. That's going to be able to bring that experience more real-time to people. I think a lot of what happened in 2020 is laying the groundwork of having experienced more open and, and, you know, it is something that that's going to be work stuff. More people. I couldn't agree with you more. When you look at what happened in

2020 depended a make and what everybody had to go home, please do one of the Kinect, as you said, where we need to connect with each other, which plays a key role in, keeping everybody connected in to some extent. I've been, I've been saying this, you know, over the past, you know, three to six months, what you would take normally 5 to 10 years for the potential technology to be understood. It was understood about three months into the family and because we we knew and now we need to connect people and the potential of have a lot of technology in the venue's itself

for users to, to be connected connected with their social sharing. The experience de France, connect with the artist, the ability for people in different locations to experience that concert if they're not be able to be physically. There, you'll be able to experience the same thing that's on, Sharing with you want to add to it as an artist. I like what you're saying is that at the end of the day that's what I that's what I want. I want to be able to check with as many people as possible you know and in all the different ways of that I can't and just like you said,

2020, we had no choice. We had to use technology to connect with people, Everyone did. And that's how we were able to communicate. How how are you able to function is as human beings as businesses as musicians and artists? What not? We have to use technology to connect so being able to amplify that with real-time connection together and get all of it. I mean, that's, that's, that's a no-brainer for artists like myself. It's a win-win. This is my homework of my office. I'm so happy doing

this with Cristiano is such a great conversation, talking about the future of how we're going to be listening music. Accessing all the stuff is just exciting. Exciting stuff will thank you for the opportunity here at this is a shout out to South by Southwest for inviting us very happy, to be here with a Steve his studio and we're excited about what the future holds especially in the world of music.

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Cristiano Amon
Steve Aoki