Dua Lipa and Jaguar create music track every fan can remix and...

Dua Lipa and Jaguar create music track every fan can remix and call their own


Using Jaguar’s custom-made software, Dua Lipa created an exclusive remix of her latest track, ‘Want To’ and empowered fans all over the world to create personalised remixes using their own data – from the way they drive, the songs they listen to, or by tapping a rhythm on a mobile.

Over a million different remixes are possible. There are multiple tempos and versions based on a range of music genres from hip-hop and dance to orchestral, pop music and drum and bass.

The track has already become the most remixed song in history. Its launch was at an exclusive gig at Sugar City in Amsterdam. There music fans and stars from across Europe, including supermodel Doutzen Kroes and actress Alix Benezech, drove the all-electric I-PACE to create their own versions as well.

To create her own remix of ‘Want To’, Dua Lipa also drove the Jaguar I-PACE

The car’s intelligent sensors captured her style of driving. That included everything: from the amount of electrical energy consumed to the way she accelerated and braked. Then the data went into use to influence the track; from the tempo to the arrangement and the overall feel.

The Dua Lipa x Jaguar version of ‘Want To’ appears on the album ‘Dua Lipa The Complete Collection’, released this Friday, 7 September.

Dua Lipa said: I’m so excited to collaborate with Jaguar and push the boundaries of music and technology for my fans. It’s pretty mind-blowing that anyone can create their own unique version of my single ‘Want To’ based on the way they drive a Jaguar, or what music they listen to.

She dded: “It’s crazy to think that the data from my drive in the electric I-PACE can alter the energy of my music to create a totally new and incredible sound.

It’s not only drivers who can remix the track

Music fans across the globe will also be able to create their own versions of the Dua Lipa song by using Jaguar’s clever remix software at http://remix.jointhepace.com. This innovative app allows users to remix the Dua Lipa track using their Spotify streaming history – taking data from the music they listen to and rearranging elements of the track to create a personalised version. From the average tempo of your playlists to the mood and energy of the music you stream most often, the data helps to conduct a remix just for you. Those without a Spotify account can also create a remix in the app by tapping their mobile to ‘set the pace’ of a new version of the song.

All remixes can then be shared via the user’s social channels

This collaboration of music and technology is the latest example of Jaguar creating a more connected experience between a driver and their car. In-car Jaguar technology such as InControl and Smart Settings, monitors the driver’s style and preferences. After that, it adjusts the settings to improve their experience.

“Thousands of intelligent sensors are fitted to all Jaguar PACE cars and respond to the driver, their driving style and the surroundings to personalise the driving experience and excite the senses. Capturing data from inside and outside the car during every drive allows us to customise the car to every driver. We could see this type of music technology built into every Jaguar in the future, so the in-car entertainment moves, evolves and adapts to you – creating an even more connected experience.”

“This would mean working with more music artists in the future to create similar tracks that can respond to the way you drive. We already use InControl data to continuously improve vehicles over time. And with the advent of over-the-air software updates, it means we will be able to enhance customer cars. Even fix issues remotely, without the customer needing to visit a dealer”, explained Matt Pierce, connected car engineer.

Every Jaguar E-PACE, F-PACE and I-PACE has thousands of intelligent sensors

They collect data designed to improve the driving experience. Everything from the driving style to the chosen settings are captured.

Six different data sets are collected from each journey using Jaguar’s InControl infotainment system. This can include information on braking and accelerating, energy captured through regenerative braking and electrical energy consumption, to average vehicle speed and direction.

This information is sent by the car remotely to the cloud using its 4G connectivity. The ‘Dua Lipa x Jaguar’ track uses this data from the car to give you a personalised remix.

From the web-based app, there is the option for Spotify users to remix the track using streaming history data

This includes the music styles you most often listen to, the average tempo of those songs etc. This information along with a ‘tapping’ interaction on the user’s phone is in use to rearrange and remix the song. This way it personalizes everything for every user.

Those who do not have a Spotify account can create a remix by just tapping the screen of their mobile device to set their pace. Then the app will generate a version of the song that matches the speed and rhythm of their taps.

To make the remix possible, a specialist music production team deconstructed Dua’s master version. They took the core essence of the track as well as stripping it down into its component parts. The team explored how the song could get under rearrangement by adjusting mood and style, instrumentation and tempo.

Over 3,500 audio stems turned out through this process and these are the ingredients for every remix

These are the components that sit within a state-of-the-art intelligent piece of software. They are ready for arrangement by data from the car as well as Spotify streaming history or a pace set by the user.

“The six datasets captured from each drive in a Jaguar I-PACE are used to conduct the track. Every driver’s data ‘fingerprint’ from their journey specifically selects the mood, tempo, intensity and complexity of the remix. And also chooses melodies, sounds and drum beats from a palette of instruments. The track effectively responds to the pace and style of your drive”, said Tor Castensson from Plan8.

“It works like a combination lock: there are five sections of every track, like five reels of a lock. The data from different parts of driver’s journeys selects the mood and style in a number of different ways; effectively turning every reel, to select a different combination. The software seamlessly blends the music together so it works as one cohesive remix. Each reel has hundreds of different possible audio stems. So there is the potential for millions of versions of the track”, added Ben Sumner from Feel for Music.