Sony's Qrio does the robot rock

By Melena Z. Ryzik
The New York Times

Published: December 6, 2005, 9:30 AM PST

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It took more than a year, but Beck finally found the performers he wanted for his new video: they are about 2 feet tall, with shining eyes, silver skin and killer moves.

Thanks to them, the video for "Hell Yes" has been enjoying heavy rotation on MTV2 since its premiere several weeks ago. (It can also be seen on Beck.com.) And thanks to the video, the Qrio (as in "curious"), a robot manufactured by Sony, is now a rising cyberstar.

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The idea for the video was Beck's. Enamored of an early clip of the robots he saw online, he began a search for the creators. A long search. "There was a point," he recalled, "where a guy showed up in a robot costume to demonstrate that he could do the video." Beck finally met with Qrio's makers in Japan to negotiate the appearance.

Because it is something of a corporate spokesbot--a good-will ambassador who visits schools and once threw out the first pitch at a San Diego Padres game--a certain sensitivity was required.

"We were very conscientious to not have them do something that was offensive," Beck said. But the robots are already programmed to dance, with a repertory that includes salsa, tango and a traditional fan dance (seen in the video).

Unlike most stars, the robots arrived packed in some roll-on luggage. The video's director, Garth Jennings, has considerable experience with robots, having also directed "The Hitchhiker's Guide to the Galaxy," in which they figure prominently. But even he was surprised by their performance.

"They did the same routine perfectly every time," he said, in awe. "They don't ask for drinks. It was amazing."

In collaboration with Beck and Jennings, the robots' existing moves were choreographed to fit the music by the programmers in Japan, who also added a few moves, like a high-five.

As they reprogrammed the robots, they would send videos so Beck and Jennings, who is based in London, could monitor the progress. "I've got these wonderful little movies of the robots doing the moves in the office with people answering phones in the background," Jennings said.

After a year and a half in development, and nearly a month of robot reprogramming, the video took only five hours to shoot. "I ended up operating a second camera just so I had something to do," Jennings said.

Despite all the publicity, there are no imminent plans to prepare the machines, which were developed as a prototype and still cost as much as a luxury car, for broader production. For his part, Beck remains enamored. "It's really about the robots," he said. "They're hypnotic to watch."

And influential, too.

"Beck does a mean robot," Jennings said.

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