Lady Gaga kicked off her Dive Bar Tour last night in Nashville, and some hearing-impaired attendees using Music: Not Impossible wearable technology were able to give their applause, applause, applause.
MNI is a wireless system comprised of hardware, software, and clothing that sends vibrations to eight assigned channels across the body, replicating the array of musical instruments from a live performance or musical feed to the wearer’s body.
The technology was first unveiled at South by Southwest in Austin last year, but developer Not Impossible Labs said significant updates have been made since then to give users a more nuanced and comfortable experience. Concertgoers at Lady Gaga’s performance at Nashville’s 5 Spot were able to wear the final product.
“Music is not about hearing or non-hearing; it’s about inclusion,” said Not Impossible Labs’ chief executive officer Mick Ebeling. “We are not trying to help the deaf hear music the way a hearing person hears music. Instead, we’ve created a new universal language for us all to experience music equally.”
A vest was developed with Volcom, an Orange County, Calif.-based clothing company focused on board sports, and wrist and ankle bracelets were developed by Stance, a company that designs and markets socks and athletic wear. The clothing and bands provide live vibratory feedback to eight assigned channels, each replicating a particular instrument in the music. Percussion is aimed at the ankle bands, guitar and piano at the wrist bands, vocals in the ribcage, and bass in the lower back and spine. The product was tested by more than 200 hearing, deaf, and hearing-impaired musicians and music lovers.
Vibrations have always been used by the deaf to experience music, but they’re often difficult to pick up at concerts.
“You know the goosebumps you get when the tone is just right? That’s the feeling I had throughout the entire experience of wearing the vest when we were introduced to Not Impossible at Volcom’s HQ,” said Kevin Meehan, Volcom’s president of North American operations.
“We’re so stoked to be working with the Not Impossible team to create a way for our friends in the deaf community to experience the gift of music.”
Music: Not Impossible vests will be offered on a venue- and artist-specific basis.