The goal

BYD, a major automotive manufacturer based in China, is known as a Tier 1 Original Equipment Manufacturer (OEM), meaning they produce vehicles and supply parts or products directly to other Automotive companies. With a strong presence in the global market, BYD strives to stay at the forefront of automotive innovation, particularly in enhancing in-vehicle infotainment (IVI) systems. Recognizing that karaoke is a popular and engaging form of entertainment, BYD sought to include an interactive karaoke feature in their next-generation IVI systems, which are for vehicles sold globally. To achieve this, they needed a partner who could deliver both the technical and creative components required for an interactive, gamified karaoke experience

The challenge

BYD identified several core requirements and challenges for this unique project.

Complex technical requirements:

BYD wanted an interactive karaoke experience that was more than just singing along to a song; they envisioned a gamified experience with pitch-based scoring, interactive feedback, and voice modulation effects to keep users engaged. Developing this required advanced software and hardware integration within the vehicle’s IVI system.

Comprehensive and licensed global music catalog:

A critical factor was finding a partner with a large, fully licensed, rights-cleared catalog of karaoke songs that covered a wide range of genres, languages, and cultural favorites to appeal to BYD’s diverse international market. They also needed a partner who could collaborate with microphone hardware, including the development resources capable of binding the components together for a seamless customer experience.

Integrated hardware solution:

BYD required a specialized microphone that would enable users to sing with enhanced audio features. The microphone would need to connect via USB and incorporate sound effects and filters to enhance the singing experience. BYD also aimed to bring a user experience that helped their drivers and passengers “enhance” their voices, or “correct” their voice pitch input, mix into the vehicle’s sound system, and produce the users voice on pitch with the song track.

Driver safety and passenger accessibility:

Since the karaoke feature would be accessible in both front and back seats, it was essential to prevent driver distraction. BYD needed a solution that would disable scrolling lyrics on the center IVI display during drive mode, while allowing passengers to continue using the feature on other in-vehicle displays, including rear seat screens. Additionally, the system needed to allow passengers to control the karaoke app via mobile devices, without reaching for the vehicle’s console.

The solution

BYD partnered with Stingray, a leader in digital entertainment solutions with an extensive karaoke catalog and advanced technology for delivering immersive experiences. Stingray brought in Singing Machine, a Stingray HW based unit, to create  an interactive karaoke solution with multiple features and components.

Extensive and diverse music catalog:

Stingray provided a licensed, multilingual collection of over 100,000 karaoke songs in more than 30 different languages that spanned genres and included both classic hits and contemporary favorites from different regions around the globe where BYD cars were sold. This ensured that users worldwide could enjoy songs in their native languages, local character sets, and popular tunes specific to their cultures.

Engaging and gamified karaoke experience:

• Specialized microphone: Stingray, in collaboration with its long-time partner Singing Machine, designed a very low latency, connected microphone with voice modulation options, such as “chipmunk” and “monster” sound effects. This microphone not only amplified the singer’s voice but added fun, playful elements, enhancing the entertainment value.
• Real-time scoring system: Each song was encoded with precise syllable-level pitch data, allowing the app to evaluate the singer’s accuracy in pitch and timing as they sang into the Mic. Real-time feedback appeared as horizontal “pitch bubbles” above the lyrics, indicating how well the user matched the intended notes and duration. After each song, a score is displayed, encouraging users to replay songs and improve.
• Replay and social sharing: Users had the option to record and share their performances on social media, extending the karaoke experience beyond the vehicle and making it more engaging and shareable.

Scalable manufacturing and hardware collaboration:

BYD, as a Tier 1 OEM, has a robust manufacturing division that sells auto components, including batteries, to other OEMs.  So BYD took on the role for the microphone hardware production following the design and BOM from Singing Machine. This approach allowed BYD not only to supply the microphone for their own vehicles but also to serve as a potential supplier to other OEMs for which Stingray provides it’s Karaoke IVI product.

User safety and mobile connectivity:

• Driver safety features: To mitigate driver distraction, during drive mode, the moving karaoke lyrics were programmed to be replaced by a static image of the song’s album art. Passengers, however, could still enjoy the karaoke experience using other screens in the vehicle, as well as a mobile app that takes over audio control in the vehicle.
• Mobile app control: Passengers can scan a simple QR code on the “ststic’ screen to link their mobile devices with the Stingray Karaoke app, giving them full control over app functions such as playback, fast forward, rewind, and pause, as well as song selection – choosing from a variety of genres, eras, and languages. This feature minimized unnecessary driver distractions, but allowed the karaoke fun to continue while driving.

The results 

The collaboration between BYD and Stingray yielded a cutting-edge karaoke solution that exceeded initial expectations. Key benefits included: 

• Enhanced customer engagement: 
  The gamified karaoke experience, featuring interactive scoring and voice effects, transformed traditional karaoke into a dynamic, social activity that kept users entertained and engaged during travel. 
• Broad market appeal: 
  The extensive, globally licensed song catalog met the diverse musical preferences of BYD’s global customer base, strengthening the brand’s market position. 
• Competitive advantage in IVI: 
  By introducing an innovative interactive karaoke feature, BYD differentiated itself in the competitive automotive infotainment market. This feature offered a unique selling point that appealed to families, music enthusiasts, and younger passengers, enhancing the overall appeal of BYD’s vehicles. 
• Scalability and expanded market potential:
  The partnership also opened up the opportunity for BYD to produce  smart microphone hardware for other OEMs, as Stingray rolls out the Scoring and Mic feature to the Auto industry.

Conclusion

The BYD-Stingray collaboration underscores the value of strategic partnerships in pushing the boundaries of in-vehicle entertainment. With Stingray’s advanced technology, expansive music catalog, and gamified experience, BYD successfully integrated a globally accessible, interactive karaoke feature into their Next Gen IVI systems. This feature enhances user satisfaction, provides an entertaining and safe experience, encourages users to explore their IVI, and showcases Stingray & BYD’s commitment to delivering innovative engaging in-vehicle solutions that cater to a diverse, global audience.