How can the music industry utilise AR, VR, MR and AI?
Sometimes, our pre-Music 4.5 due diligence is a heck of a lot of fun.
Music 4.5 The New Creative Tech will explore how augmented reality, virtual reality, mixed reality and artificial intelligence can and are being applied to the many facets of the music industry, and our research is yielding a virtual (pun intended) cornucopia of application and innovation.
Unsurprisingly, the usual (corporate) suspects are ostensibly the money behind many of the developments in these technologies, mainly by snapping up creative and tech start-ups who are innovating in this space. But independent start-ups, artists and a smattering of unusual suspects (Mountain Dew?) are playing their part. Here is a list of our favourites, filtered with the music industry in mind:
Combining technology with art, November Fox by E.E. Bertram is a sci-fi/fantasy book where the author provides music to listen to while reading the novel via her website, but also features 39 illustrations with an augmented reality technology feature that are accessed via an app.
Mountain Dew recently introduced Camo Out, a wearable tech collection that – according to Digital Trends – “includes everything from parkas with built-in speakers to hats with cameras.” Where does AR fit? The company implemented an immersive augmented-reality experience to enable consumers to try on pieces from the collection can try it on as part of.
Beyond is a California-based company that creates customisable AR apps for advertising, retail, real estate, education and more. For education, for example, they have created apps that provide interactive 3D illustrations to explain complex concepts and bring textbooks to life.
“An AR playground”
ToneTree is currently running a Kickstarter campaign for its Oak Dock, an iPhone dock that, according to News Altas, is “designed to turn tabletops into an AR playground, for gamers who want to add a new dimension to their battles. Gamers are able to bring their card battles to life, with animated figures popping up on the screen based on what’s going on in the game, while a different mode lets you pilot a real plastic spaceship through an ever-changing virtual world.”
What can the music industry learn?
These creative technologies and all they enable – both currently and potentially – puts us on the verge of a revolution not seen since the smartphone. And the possibilities for these technologies to enact a similar revolution for the music industry are endless – an industry that seems to be simultaneously thriving and dying, expanding and shrinking, and lucrative for only a few superstars and labels.
But what are these opportunities? What do the new creative technologies offer to the music industry, in terms of content creation, revenue generation, fan engagement and new musical experiences? What is currently working? Who is doing what?
Find out at Music 4.5 The New Creative Tech in London on 30 November 2016. Tickets are available here.