Music’s Salvation Might Be Selling Not Songs, But VR
Virtual reality is predicted to be a $120 billion business by 2020, according to experts. David Pierce explores the future of VR in the music industry, specifically how artists are going to be using it to connect with fans in a way that will also generate sales. Pierce hones in on a VR music video project for producer EDEN.This article originally appeared on WIRED
SO HERE’S A STRANGE thing about making VR videos: turns out it’s really hard to show a rough cut. Even once you’ve done the complicated 360-degree shooting, and your computational algorithms have stitched all the footage together into something realistic and immersive, you still need to fine-tune the edits, sound effects, and visuals so you don’t disorient your viewers (or worse). Looking at a two-dimensional version on a laptop doesn’t really do it justice, and if you’re dealing with people in remote locations the chances are basically zero that everyone will have their own Oculus Rift to weigh in on the footage.
Considering all that, Stuart Cripps’ jitters are understandable. The heavyset, soft-spoken British director is working on a VR project for a 20-year-old Irish singer-producer named Jonathan Ng, known to his fans as Eden. The song, “Drugs,” is the second single from Ng’s new EP. Cripps has been working on the video for months, but nobody outside his studio has seen anything. Now, on a blisteringly hot day in early June, two weeks before the video’s scheduled release, he has something to show. It’s just not finished yet.
A dozen people, all involved with the project in some way, file into a post-production office near Universal Studios in L.A. While they crowd onto couches and chairs and try to loop Ng in from his home in Dublin, Cripps walks them through his vision...
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