Dive Brief: 

• In a new example of creative marketing, General Electric is sponsoring a heavy metal concert in New York's Union Square that will feature a band made up entirely of robots. 
• The concert is an extension of the company's Brilliant Machines campaign, developed by BBDO New York, and will feature the three-piece robot band from Germany, Compressorhead. 
• The event and campaign is meant to promote GE's advancements in artificial intelligence technology.

Dive Insight: 

GE is continually finding innovative ways to promote its technology. By appealing to a wide audience in a creative fashion, GE is increasing the odds that interested parties across its consumer and business audiences will be better informed about its high-level technological advances.