The Creators Project: Electronic music and live audiovisuals have been partners in good times for many, many years. Peering into a crystal ball to see what their future might look like is Marshmallow Laser Feast who teamed up with indie electronic record label R&S Records, Absolut, and Protein for a "mixed reality exploration into the future of nightlife" called Electrik London.
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I know there are some who feel that immersive theatre is an overused Idea but I think in this case since it is a club like setting serves the purpose very well. The gif exhibit reminded me of the Warhol film exhibit at the Warhol museum here in Pittsburgh. the image evokes a lot of emotion from the audience and puts out a lot of energy in the room. The sound combined with that image creates a really cool experience for people to experience for a minute or 10 minutes. The other really cool thing is the use of the virtual reality headsets to bring guests even further into the experience. Nightlife is a more accessible way to enjoy entertainment and love shows more frequently. Its a way to integrate it into your everyday lives in a less formal way like theatre. Nightlife for this reason has lots of customers waiting to spend $30 on a great night they can come back to next weekend. The future of nightlife i believe is more integration and a personalized experience but it still has a long way to go. in this article we are able to see a small glimpse of the future.
When people go out for a night on the town, it’s to experience something entertaining and exciting. Unfortunately, going to clubs has become very synonymous with drugs and alcohol with the actual music scene seeming to take a less important role. I think more extensive, innovative, and overall exciting AV design in nightclubs can help combat this, because the design work all stems from the music. As technology progresses, more media artists are emerging, working in mediums that didn’t even exist a few years prior. Lighting design and media design are merging to create fully-immersive experiences for attendees. I’m interested to see what new innovations continue to be developed. I think the big positive here is that there is definitely a market for this type of work. “Clubbing” and electronic music both continue to be very popular, with clubs comprising a significant amount of the nightlife being offered in major cities. The commercial feasibility of this work is a very good thing for artists working in new media, as club promoters scramble to have the latest and greatest “experiences” offered in their clubs.
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