SonarImage 2023S2023_Logo (1).png

Concept and direction: Sergio Caballero / Advanced Music
IA: Franc Aleu
Graphic design: Júlia López / Advanced Music

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Instead of looking to the past, Sónar revisited previous graphic campaigns using Artificial Intelligence, with the aim of bringing images from the last three decades of the festival to younger generations. The AI carried out 29 training sessions, in each one of them using one of the image campaigns from the festival's history. While seeking to acquire the ability to generate images that could fit into each of these campaigns, the AI trained itself and generated a multitude of trial and error results. It is in the beauty of these errors that Sónar found the  image for its 30th anniversary. 

Once again, this year's image campaign came from an unconventional place (as has been the case every year since 1994). Thus in 2023, Sónar processed its own 30 years of constant innovation, using a new technology that’s itself in constant evolution.