Kuala Lumpur, Malaysia – TM has achieved a recent milestone with its latest digital innovation: a unique 360-degree spatial audio experience that combines 10,194 voices from the Malaysian public into a single rendition of the iconic Malaysian song ‘Gemuruh’.
Highlighting TM’s commitment to pushing the boundaries of digital technology, the digital activation has set a new record in the Malaysia Book of Records for the Largest Choir with AI-generated Vocals.
Featuring the multilingual voices of 10,194 Malaysians who participated in its recent Bulan Kebangsaan campaign, this immersive experience enables listeners to swivel their mobile phones from left to right to seamlessly hear thousands of voices in 17 different languages and dialects; all synchronised into one song of unity.
The overall sentiment makes users feel as though they are standing in the centre of a live performance sung by diverse voices of a nation.
This record-breaking virtual choir serves as a culmination of TM’s recent Bulan Kebangsaan campaign – an innovative technology platform with the integration of 7 APIs and AI technology, enabling thousands of Malaysians to celebrate unity in a way never thought possible by singing in languages and dialects they’ve never spoken before.
Jamie Hendricks and Lysha Zulkifly from Grey Malaysia said, “AI can do all kinds of amazing things, but can also be quite intimidating for the mainstream public. With our AIDENTITI campaign, we used an iconic song that everyone knows and loves, then enabled them to create a video of themselves singing in a language they could not speak. Thousands of people sent videos to friends and family over Merdeka – we then collated all of these voices to create an epic choir that represents the unique unity of Malaysia”.
The campaign highlights the potential of AI technology and how it can be harnessed to celebrate and preserve Malaysia’s rich linguistic diversity. Furthermore, it is also a testament to TM’s brand promise of ensuring that technology opens doors to a promising tomorrow for all.
