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always a champion of innovation, Gorillaz It’s no surprise that Coachella has pushed the boundaries with a seemingly real-time AR installation that takes the live set to the next level for viewers at home.
I didn’t make it to Coachella this year (sad face), but like so many others, I was incredibly aware of what was going on. From out-of-office emails to text messages from friends on set, I watched one of America’s most infamous mainstream festivals with affection.
But what really caught my eye was the innovation and artistry that Coachella and its partners have invested in both in-person and remote attendees this year. From stunning on-site installations by artists such as Maggie West, Güvenç Özel and Kumkum Fernando, to his performances with big brands like Coca-Cola, NYLON and 818 Tequila, the festival responded to the anticipated post-pandemic boom in the industry. It seems that A moment of memorable experience.
One of the finest experiences came from a beloved band. Gorillaz, a fictional cartoon character and the brainchild of Damon Albarn and Jamie Hewlett.Known for championing new technologies to build bigger things Gorillaz Being a global franchise shouldn’t come as a surprise and their innovative interests are now expected to make a splash when they perform. .
“AR has the potential to revolutionize the way we watch and engage with television performances. of Gorillaz Operated by Eleven. “Gorillaz is perfectly positioned to experiment with the canvas that exists between the physical and the digital.”
of Gorillaz The Augmented Reality (AR) offering was tied to the 2023 song “Skinny Ape.” This award-winning case study was created to augment a YouTube live stream, with a larger-than-life 2D (the band’s fictional frontman) superimposed on top of the proscenium, perfectly synchronized with Albarn performing live on stage. To do.
Midway through the song, three other fabricated musicians appear beside him, towering above the audience. The AR experience puts the animated avatar front and center as the face of the show without compromising user engagement.
To create the AR-enabled live stream, Coachella teamed up with Epic Games and Eric Wagliardo, a member of the festival’s innovation team and founder of &Pull, to Gorillaz Not only does the experience occur bad bunny and black pinkA special camera was installed on stage to give audiences at home a unique view of selected songs without the need for phones or headsets.
Sam Schoonover, Head of Innovation and Emerging Technologies at Coachella, said: Gorillaz Bringing characters to life is the best use case imaginable for the Coachella YouTube livestream with Unreal Engine and AR. We look forward to continuing to enable artists to expand their performances in new and engaging ways. “
This AR integration works really well. add to live performance. It’s the next step for bands and brands willing to take risks in the future of entertainment, and with the support from strong events like Coachella on logistics, artists are looking for real-life specific solutions to enhance the show’s visual experience. You can start removing restrictions.
Feature image credit: Coachella