i'mnot is an open-ended musical instrument and subscription service for non-musicians to experiment with sound. i'mnot is designed as a sub-brand of Yamaha, a subscription box for non-musicians to play music without knowing how to play an instrument yet. The i'mnot set includes a DJ mixer, a theremin, a piano, a violin, a water phone, a xylophone and a Chinese erhu. The philosophy of i'mnot is to bring the concept of "play" back to playing instruments.

How i'mnot System Works

Subscribers register online and an i'mnot blind box comes to their door every month. After connecting with a bluetooth speaker, they can start their adventure and experimentation with sound. Each box is inspired by different instruments and has unique play gestures. Users can discover their own interaction and create music freely. Using the i'mnot app challenges users to reach a higher level of play and deepen the discovery and connection with music.

i'mnot Philosophy
Playing music is a luxury experience, especially for the people who don't have money and time to learn an instrument. Each instrument requires a long time commitment. How can people connect with music without knowing music? Kids can intuitively play on bowls and pans to make a beat. How can people play instruments intuitively as a kid? i'mnot is designed to redefine traditional instruments and open the gate of music to ordinary people. The design philosophy of i'mnot is to tell the world that "It's ok if you are not a musician. You don't have to be one to enjoy the playfulness of music."

Why name it i'mnot
People in the 21st century are burdened with identity. They might be a father, a daughter, a student or a teacher. However, people never talk about what they are not but dream to become. The name i'mnot is to encourage people to embrace and celebrate their defects and who they are not, and then to discover more possibilities for themselves and their life.

Challenges faced

- Make playing music less difficult, more intuitive, and fun for non-musicians. -Help users to find which instruments they are into.

- Discover a new market and product line for Yamaha.

- Design a systematic aesthetic language for the product line.

- Explain the brand philosophy to the customers.

Innovative design

- Requires less money and time to master compared with traditional instruments.
- Overcomes the limits of creating music while using traditional instruments.
- Gives users instant feedback with a sense of accomplishment.
- Scaled for the hand, in a portable and playful shape. i'mnot has an unconventional aesthetic and brand language.
- Distills the core motion of playing traditional instruments and translates it into a new interaction.
- Breaks down the stressful commitment of buying traditional instruments. With the subscription service, users can experiment with different instrument every month to figure out which one they like.
- Different than normal products which claim, "I'm a ___." i'mnot makes a statement of what it is not. This make people to rethink and redefine what an instrument is.

User experience breaks the barrier between traditional instruments and non-musicians.

Reduces the stressful learning experience.
Brings users to a surprising and adventurous experience.
Inspires users to use their own unique playing gesture instead of formal methods learned from a teacher.

Increases music knowledge and interest in music

Provides benefits through an app:

- attain a higher level of play from watching video tutorials
- share their music with other i'mnot users
- customize sounds

- trade blind boxes with others

How Yamaha benefits

- Expands Yamaha's market from music professionals to non-musicians

- Increases Yamaha's contribution to music education, inspiring more people to play music

- Extends Yamaha's product line into a subscription service

- Sparks Yamaha's traditional instrument sales. After users play with i'mnot, they may show interest in traditional instruments.

- Unlocks Yamaha's possibility for an unlimited product line. There are many sounds and instruments that can be made into an i'mnot.

Benefits to society

- Reintroduces uncommon music instruments from around the world especially to the young generation. This passes on music culture and helps preserve national cultural heritage.

- Reduces package waste. The subscription package is made from recycled cardboard, which is environmentally friendly.

- Enlarges product life cycle with the i'mnot service app that helps users trade their unwanted i'mnot instruments with others. This will recycle products and reduce plastic waste.

- Raises a wide discussion about music and instruments. It sparks a music industry revolution.