The goal

BYD, a major automotive manufacturer based in China, is known as an Original Equipment Manufacturer (OEM), meaning they produce vehicles and supply parts or products directly to other 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 a karaoke feature in their next-generation IVI systems, which are intended 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 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.

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 like “chipmunk” and “monster” filters to enhance the singing experience. BYD also aimed to manufacture the microphones themselves, allowing them to potentially supply this feature to other vehicle manufacturers as Stingray established new karaoke partnerships with other OEMs.

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 console 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 be accessible via mobile devices so passengers could control the karaoke app 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. The collaboration led to an in-car karaoke solution with multiple components.

Extensive and diverse music catalog:

Stingray provided a licensed, multilingual collection of over 100,000 karaoke songs in 25 different languages that spanned genres and included both classic hits and contemporary favorites from different regions. This ensured that users worldwide could enjoy songs in their native languages 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, USB-compatible 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. 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 was 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 an OEM, took on the manufacturing role for the microphone hardware. 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 if Stingray secured additional karaoke deals. This scalability further positioned BYD as a key Tier 1 supplier in the broader IVI market.

User safety and mobile connectivity:

• Driver safety features: To prevent driver distraction, the karaoke moving lyrics were programmed to pause on the front display and instead switch to the song’s album art during drive mode. Passengers, however, could still enjoy the karaoke experience using other screens in the vehicle.
• Mobile app control: Passengers could scan a simple QR code 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 from a variety of genres, eras, and languages. This feature allowed for a more user-friendly experience and minimized unnecessary distractions.

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, fully 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 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 opportunities for BYD to provide this microphone hardware to other OEMs, positioning them as a valuable supplier in the IVI ecosystem. 

Conclusion

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