Metaverse and Music
The metaverse already began with the pushover of the pandemic, the music industry has taken significant steps.
Image Courtesy: Tomorrowland fest
The music industry has been hit hard by covid with live performance revenue the biggest casualty. The industry is fighting back with new ways to monetize music consumption and innovative models.
As a result, it took the music industry to the next level. We were already accessing music with one-tap on our cell phones in the past years. And the fast-growing membership applications have made the streaming process much easier in the past decade.
Still, the music concerts are said to be enjoyed in a physical venue, right?
The most popular Belgian electronic dance music festival, Tomorrowland, organized a digital fest- Tomorrowland Around The World in July 2020. It was a spectacular two-day digital music festival and entertainment experience, bringing together the planet’s biggest names in EDM and the world’s best technology in 3D design, video production, and special effects.
Let us now see how technology has paved the way for live concerts as well, with no less entertainment than it was in a physical destination.
New ways to interact with fans
Livestream? Too mainstream, here’s something new coming up!
Image Courtesy: Sensorium Galaxy
Grammy award-winning superstar DJ & Producer David Guetta, the first artist announced to collaborate with Social VR platform Sensorium Galaxy, followed up by Carl Cox, Armin van Buuren joining for creating a series of exclusive performances in the PRISM world.
"From music festivals to dance shows, we're creating the world's first social metaverse where everyone can get together, experience high-quality virtual content, and find new opportunities for self-expression."
-Vladimir Kedrinsky, CEO at Sensorium Corporation.
Here is a behind-the-scenes video showing the process of creating his photorealistic avatar for his upcoming shows.
The process followed step-by-step, beginning with the full 3D body scanning using a state-of-the-art photogrammetry rig for highly detailed blendshapes and body scan. The next step involved motion capturing with more than 100 vicon motion cameras to capture his signature moves. Post-production the graphic designers worked in the minute details to ensure the optimal end-user experience.
It was a unique creation of such an immersive experience and the next level of interaction between artists and fans.
Epic Games’ Metaverse
Fortnite hosted a live rap concert that attracted nearly 30 million viewers. "Fortnite" saw a record turnout of 12.3 million live attendees to its virtual concert starring rapper Travis Scott.
Image Courtesy: Fortnite Concert
The virtual concert in the game made wonderstruck the viewers. The concert started with ominous music and a planet crash landing into the water and Travis Scott appeared in different avatars during the concert starting with his Giant Version and turned to his Cyborg version in a few minutes. Some might have got “goosebumps” with his song. He, then, transports to the underwater wearing a steampunk diving suit, along with the players swimming around him. Sooner the sky filled up with laser pointers like lights of a planetarium ceiling. Giant Travis walks in outer space on a revolving Earth that explodes and he flies to the horizon.
The 10 minutes of this amazing experience with different digital avatars and songs made an unforgettable memory for many. In case you missed it, watch here.
NFTs in the world of Music
Warner Music Group dived into the fray of NFTs with Genies partnership to create virtual avatars of artists. It’s built avatars for artists including Justin Bieber, Mendes, Rihanna, Migos, Cardi B, and J Balvin, and recently launched a 3D avatar and NFT SDK that enables creators to sell exclusive limited-edition digital wearables such as clothing, accessories, and tattoos to accompany their fans’ Genies avatars.
Kings of Leon made history by releasing their latest album When You See Yourself as an NFT.
NFTs in the music industry can take many forms, such as ticket sales for concerts (both virtual and physical), previews of unreleased songs, art, albums, and more. With such growth, it can be anticipated that potential uses for this technology will expand quickly and reach far beyond how the industry utilizes NFTs today.
This current situation of online live music is just the beginning and a whole puzzle is yet to be resolved. The various factors including the rise of 5G, scalable broadcast, immersive sound, virtual goods, social interactions(live chats) would change the game.
Nevertheless, this kind of splendid XR experience is obviously a new landscape to explore with real potential for fan engagement & monetization. The good news is also that it brings back creativity, stage design, and professional production at the core of the game. Virtual gigs as an extra layer allowing to tap into new audiences across the globe. Well, this will not be a frictionless path as this model has to fit into the market as well as its place on the Music Value Chain.
Amazingly, all those fictional movies and novel ideas are coming into reality. What more could you add? Traveling into space by sitting at your home? Or dancing with your favorite artist virtually? What's your say in it?
Read more about the evolving Music Industry in our upcoming report:
New Ways to Engage with Fans
NFTs by Music Artists
Top Musician's Digital Avatar
Startups Involved in the Revolution
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Shriya Madan, an ardent learner, a digital enthusiast, aspires to make an impact in the real world with the power of technology
Pranjali Apurva, driven by curiosity, converging design principles with digital transformation