Sony unleashes VR music video with projection mapping expertise at SXSW.
If you’re unfamiliar with the annual South by Southwest competition in Austin, Texas, it’s principally a celebration of, properly, the whole lot. Film, tv, video video games, artwork, music, comedy, expertise, politics, each influential side of our lives all colliding collectively for 9 days of pure cultural ecstasy. 2018’s festivities have been no exception, internet hosting an enormous variety of manufacturers, influential audio system and nice minds.
However, it was Sony that managed to be a magnet for many tech-centric festival-goers with its veritable playground of futuristic devices, from their in style AI pushed robodog, Aido, to the digital pucks of their glowing A(i)r Hockey desk.
As cool as these toys have been, Sony’s “Lost in Music” occasion is the place issues actually obtained attention-grabbing, with the corporate debuting the primary VR music video to include projection mapping expertise into its manufacturing.
Teaming up with fashionable R&B heartthrob Khalid, Sony remodeled the official video to the celebrity’s smash hit “Young Dumb & Broke” (presently sitting at 300 million views on YouTube) right into a digital journey assured to make you say, “Duh fuh?”
After getting into Sony’s “dreamscape” room and snuggling right into a Playstation VR headset, festival-goers have been thrust into the seat of Khalid’s dream automobile. They have been then handled to a short introduction earlier than kicking off their immersive musical journey, which included clips from the video, flying jellyfish and whales.
“I’m so excited to be featured in Sony’s Lost in Music marketing campaign for 2018,” mentioned Khalid. “It’s going to be so superior to attach with my followers by way of an expertise in contrast to something I’ve finished earlier than. Plus, I get to point out them an superior new VR music video.
The spotlight nonetheless was the usage of projection mapping to carry a hip-swinging, planet-hopping 3D mannequin of Khalid himself into the expertise, the primary for a VR music video. Simply put, this 360° expertise permits for the next high quality stereoscopic picture whereas in VR, significantly rising the standard of animated 3D fashions and different real-life objects.
“This thought of utilizing projection mapping inside a digital world was one thing that was created by way of an unique Sony interactive leisure engine,” acknowledged Miki Anan, senior supervisor of leisure partnerships at Sony in an interview with Adweek. “We wished to carry collectively a very new sort of immersive expertise to music lovers.”
All Playstation VR homeowners will finally get the possibility to take a look at the immersive musical expertise themselves when it turns into accessible for obtain this Spring.
Image Credit: Sony
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