Why we’ve renamed our AMPLIFY Digital Tools 

Sara Canedo, 22nd April 2026 

If you have been following AMPLIFY, you know we are passionate about bridging the gap between technology and the Cultural and Creative Industries. Our goal has always been to bring people together through music, art and digital innovation. 

But as our project evolved from its original proposal into real-world applications, we realized something important: 

Our names weren’t keeping up with our vision. Why the change? 

Language matters. When we talk to European policymakers, software engineers, and local jazz festival organizers, words carry different meanings. 

In our early stages, we used working titles like “AMPLIFY PORTABLE.” However, we quickly realized that to people outside the software industry, “portable toolset” sounds like a heavy physical box of cables or an electronic kit you have to carry around. It completely missed the magic of what the software actually does. 

We needed to rebrand. We wanted names that: 

• Align with how we actually speak about our daily work. 

• Communicate the true value and function of the technology instantly. 

• Help end-users, artists, producers, and communities, easily identify which platform is right for them. 

Introducing AMPLIFY CREATIVE 

(Formerly our “Portable” concept) 

AMPLIFY CREATIVE is a user-friendly web-based digital platform designed to connect people across distances to learn, perform, and create together. It isn’t a box of wires; it’s a bridge for “phygital” (physical + digital) engagement. 

How it works: 

• Automatically mixes audio and video so anyone can produce professional-quality outputs. 

• Captures emotional cues, like movement or facial expressions, to adapt live performances in real time. 

• Seamlessly links multiple devices across different locations. 

Where you will see it in action: 

• Scotland: We are helping traditional Gaelic musicians, from beginners to professionals, rehearse and play together from different locations. The tool’s AI audio mixing and latency workaround makes playing together remotely a realistic prospect. 

• Portugal: We are enabling babies to co-create music in real time. The tool captures a baby’s reactions (physiological data, sounds, facial expressions) and translates them into real-time cues for live musicians, creating a uniquely interactive concert for families both in the room and tuning in remotely. 

Exploring AMPLIFY IMMERSIVE 

While we kept the core name “Immersive” because it captures the spirit of the technology, we are now clearer than ever on how adaptable this suite truly is. AMPLIFY IMMERSIVE leverages cutting-edge Extended Reality (XR) to create breathtaking live and recorded performance experiences anywhere, without the need for large, costly infrastructure. 

How it works: 

• Delivers lifelike 3D visuals, volumetric video, and spatial sound. 

• Allows for real-time audience engagement, like sending virtual applause or interacting with others in the same virtual environment. 

• Transforms empty space into a full-blown stage with a VR headset 

Where you will see it in action: 

• Italy: We are extending the potential of live music. Audiences can approach an “empty” stage wearing XR headsets to see musicians (who are playing remotely) in 3D right in front of them, all while sharing the experience with other fans. 

• Barcelona: We are co-creating a VR immersive work with the people whose memories have inspired La Rosa dels Set Pètals, a new co-created opera about the past of Sant Andreu district, making real lives part of the audience experience. 

At the end of the day, the AMPLIFY suite isn’t just about software, augmented reality, or AI. It is about reimagining human connection.  

By changing the tools’ names to AMPLIFY CREATIVE and AMPLIFY IMMERSIVE, we are keeping our focus exactly where it belongs: on fostering inclusion, sparking creativity, and bringing communities together through shared cultural experiences.