Music legend Giorgio Moroder unveils the future sound of transportation at CES 2020
Welcome back to this year CES where the show floor is absolutely covered with remarkable concept cars.
But while most of them look amazing, since they're all electric, they won't necessarily sound so amazing.
In fact, they probably won't sound like anything at all.
But one company wants to put sound first.
FPT Industrial is launching a collaboration with an icon.
I'm really pleased to welcome to stage FPT CEO Enlisa [UNKNOWN] And music legend, the father of disco and the man behind many iconic movie scores including Flash Dance and Top Gun, Giorgio Moroder.
Thank you very much for being with us here today.
Giorgio, I wanted to talk about the sound.
We're gonna play the sound in a little bit, it's making this did you hear it CVS.
But I wanna to talk about how did this project come to be.
How did you get to be working with FBT, and what's the idea behind creating this sound?
And Elisa, who is a genius who is one of the creative actually have this wonderful engine.
And this engine is silent.
So it's electric and it's with hydrogen.
So they wanted to have a sound.
Where there is no sound.
And the idea is you stop the engine, you start the car and you hear.
[SOUND] And you know, first of all the engine works, second you feel safe, and let's go.
Elisa, can you maybe explain what FBT Industrial is because that's a brand that maybe some Americans here MCs might not be familiar with.
We are producing we are one of the biggest producer of the industrial engine, power train excellent transmission as well.
And really we were one of the first to innovate and to produce new technologies in the industrial application.
So doing this is our DNA.
We wanted really to do this Also for the future and be more and more sustainable in green, our power Gen and power source.
We wanted really to be sure that everybody, especially our customer, we recognize the fbt was stealing aside, and this is why we asked Georgia to give a sound and assault to our engines.
That's really interesting idea because it's really the sound of an engine that helps you create that emotional response and Jojo.
How important is sound when you you know, when you turn a car over when you start the engine, how important is that and this is basically helping to fill that gap and electric motion.
I think it's very important because I have an electric car.
And if I don't use it for like a week, I start it and, God!
It's not working again.
So, this gives you the feel, it's working and it's great.
I have to ask, what kind of electric car do you have?
I have to ask, what kind of electric car do you have?
I have the Fusion.
It's one of the first one
So I'm very happy with it.
That's great, so before we play this electric sound, I wanna get your sound Giorgio on some of the other electrics car sounds that are out there on the market right now, because there are a lot of 80s in the market now they all kind of make some sort of noise, so I wanna play a few for you Giorgio if you don't mind to get your thoughts on those before we play your sound, that's okay?
So if you're ready let's play number one.
So what does that make you think?
This may be?
This is the sound of the engine outside right when you drive
For now we only have the that sound stopped starting the engine inside.
I guess we're going to work in the future.
How it's going to sound, you have to have a sound with the electric one, right?
This is quite good, actually.
I was involved with Tron quite a lot.
I did the games of Tron and so this is quite good but I have some other ideas too.
Am going to play a few more for you.
Next one's a little bit more sporty that by the way was the Audi e Tron.
If anyone's keeping score at home, let's play number two.
Maybe a little bit for here.
It's quite good actually.
Yeah, I'm not telling you what I would do but-
very diplomatic of you.
All right and number three now.
I must say that they're very similar.
That's I wouldn't know if it's a vauxwagen,jaguar.
You're reading the teleprompter and that was the Volkswagen ID three.
Number two, by the way was the Jaguar I pace.
You got one more future car sound that I want to play for you [SOUND] [SOUND] I think Anna Lisa recognized that one.
It's the Jetson's car.
Which one is?
It's a cartoon.
It's the flying car from the Jetson's cartoon.
Okay, well, I think the sound should be from low up.
A little too high pitched for you, or bass?
Yeah, it goes down, that means that the engine is not working.
Georgio wants more bass.
I can appreciate that for sure.
All right, so we've played those sounds.
And now we think it's time.
Are we ready to play the debut of your sound that we're launching here at CES?
Just three or four seconds, right?
Yes, yep, just a few seconds.
Are you ready?
All right, let's play the sound that every vehicle with FBT Technology's engines will play.
[SOUND] Very different.
Short but that's what we need.
The, I don't think the guy who stunts the engine wants to hear it for more than three seconds.
But I extend it which I'm a specialist extending songs right.
I extended those four seconds into a Four minute song called the primordial.
Primordial means ready to go.
And I don't know if you play tonight today, but you're going to hear it soon.
We are on on Spotify and everybody who wants to hear it go into Spotify FPT Preludio.
And you've also created a playlist of other songs that you think are also important for driving as well that's s also on Spotify, right?
You've also created a playlist of other songs as well to go along with that too, right?
That's Spotify you have the yes, of course, correct.
There's also a playlist you can go on there and check out some of the songs as well
Better worth playing to so and there's also a video about the creation that you guys have put together and I want to ask you is will this be on every vehicle that fbt creates or produces going forward
because it will be really the way which all our customer will recognize all around the world that whatever the application will be.
That the fpd with Georgia will be inside and will be protect them and guarantee the performances.
How many vehicles are we talking about then?
Considering that nowaday we are producing more than 600,000 engine per year well, I assume that millions of cars and vehicles all around the world that will be equipped with that So I'm very excited because she promised if it's in every engine in 10 years, it's going to be billions.
So I may be the first 1 billion sound, guys So how do you track this against your album sales before you?
How you rate this against your success of everything else has done before?
Well, this is much bigger.
This is much.
because, see if you have the engine that's con.
You start every day.
So you stand three, four times a day.
So at the end of the year 600 engines, six by seven is is a ton and then in the next 10 years, it's in the billions.
It maybe sounds a bit far fetched, but Brian Eno was brought on to make the startup sound for Windows and that's the sound that is absolutely iconic now.
So there's definitely precedent here for this sort of sound, the sort of music to really have a big impact on people's lives and to really create an emotional impact and tied to these machines.
Well, I think it's great because you start and you feel okay, we're ready to go.
And and I think especially with the electric one that gives you that feel the engine is working and let's go Now, I wanna get your thoughts on the current music industry, of course, because you're such an icon.
What do you think about the current status of the music industry when it comes to streaming distribution versus traditional record sales?
Is that making it easier for new artists to break in, or is it even harder to kind of rise above at this point?
Well, I think it's a little harder because the competition is so big.
You have to be really You have to be talented you have to be smart with the the the the media if you're if because they have their hundred thousands of songs and stuff coming out almost on almost daily Yeah.
So to to be noticed you have to be It has to be a combination of a good song, good story, good bioman, good media.
So it's tough but it wasn't easier 20 years ago.
[LAUGH] That was a lot of work.
And when it comes to the that combination of talent and story, that's a great thing that you bring together and space and that was a big thing that was brought to a new generation thanks to Daft Punk of course with Random Access Memories.
Basically, I was telling your history in an album.
What has that done for your career that the release of that album?
Well, actually I
When the album came out, I was asked if I wanted to become a DJ and I was asked 100 times before.
But I said no, no, I'm not a DJ, I'm a composer.
I'm a serious man first.
And then I liked it, so I did, for several years, I did some small clubs, I did 50,000 people In London, the Hyde Park.
And finally, I used to be in the background with Donna Summer, and I was in the studio.
Now I'm out there.
I'm the artist and I play my songs.
Now, we mentioned before that you've done a lot of amazing work when it comes to music soundtracks over the years, Top Gun being one of the most iconic movie soundtracks of all time.
If you're working on dangerous zone and take my breath away, which are two of the most iconic moving Songs of All Time.
Are you involved in the new Top Gun soundtrack at all?
Yeah, I met Tom Cruise about six months ago and I finally have to say, Okay, I'm going to work.
So I'm back in Los Angeles now from Italy because we spent a lot of time in Italy.
I'm back and I definitely want to do something.
We hope you do, that sounds like that could be a pretty awesome project.
Of all the soundtracks that you worked on, is there one that kinda stands out in your mind as a favorite?
Well, I must say Midnight Express is probably not maybe not the best but it was my first one and my first day Oscars, so maybe that's the one I like best.
Have you been to CEO before or is your first time?
Yeah, several time.
Yeah, yeah I can't tell your [UNKNOWN] because when we met you didn't give me handshake you gave me face [UNKNOWN] which means you don't want to get serious.
What actually because I brought my finger.
Our second explanation thats fine.
But have you seen anything cool on the show floor, anything from music technologies [CROSSTALK].
No, we just came in yesterday afternoon.
We had a rehearsal.
We have some interviews, and we're here and now we have the presentation.
And then I may do the tour of the house.
Or of Las Vegas actually.
I wanted to get your thoughts on HD audio because that's one of the trends we're seeing here in this show this year is basically bringing higher quality audio to the market.
We're seeing most consumers tend to prefer convenience over quality.
Do you think that HD audio's an important kind of thing for the industry.
Well I don't know about the 8K which I hear now in some YouTube, but I remember Sony presented me with the H and they did some remixes of Donna Summer.
And it sounds absolutely incredible.
But you know, on the other hand, you have probably about 80 megabytes
Who has the possibility of play 80 megabytes on us?
But you need great speakers, great amplifiers, you cannot really distinguish a difference on an iPhone.
Yeah, it's a bit of a different consumption experience.
So at least it will this sound be deployed in vehicles.
When will it start to hit the road?
When will people start to hear the sound when they hit the start button?
How soon until people start to hear the sound when they start up your engines.
I think that will be will become a very soon very familiar and they will be used to hear this music because at the end there will be music.
And will be a really a translation in music of how the passion of all the engineer that have been working in order to realize those So that would be great.
So, are we expecting to hear that this year in vehicles or maybe next year?
We will start immediately to have all our equipment all ready with this.
Starting from the ones that are in development and then we are looking for the very first customer to launch.
We'll see yes it's a very good place to find some customers.
Georgia anything else that you want to promote any projects coming up?
I'm, not finishing but starting I'm comfortable with the musical with my own.
All my music called I feel love.
I work with the with an incredible great group in England Duran Duran.
Finished three songs in the probably in February.
I have another project which I'm working.
I hope I work with Top Gun number two redo and, you know, I always come up with ideas so I'm not ready to [LAUGH] retire yet a lot of irons in the fire the
great thank you very much to both of you for joining us
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