AV Magazine: London’s Lightroom hosted an immersive visual experience to celebrate the launch of Ed Sheeran’s new album, Play.
The event, which was staged in collaboration with Spotify and Atlantic Records, saw 59 Studio work with Sheeran’s team to design and produce the imagery that was projected on to Lightroom’s 360° screens.
2 comments:
There are multiple things to be excited about here in this article, but there are a few key elements that really stick out to me here. Immersive art is one of my favorite kinds, but still I can't help but mention the absolutely addicting qualities that make it so interesting. This is included but not limited to : Breaking the barrier between the artist and the Listener, Crafting visuals that assist the musical narrative, and the fostering of community, surprise, and spontaneity that comes with immersive art such as this one. Despite the idea that immersive art is already so revolutionary, there is a lot of opportunity for artists to start expanding some of their ideas surrounding media in order to support other artists as well. It is just so exciting watching all of these key elements fall into place, starting to piece together the jigsaw puzzle that is the future of work for artists.
This article about Ed Sheeran launching his new album Play at London’s Lightroom really caught my attention because of how different it was from a typical album release. Instead of just putting the songs out online or doing a standard concert, Spotify and Atlantic Records created a full scale immersive experience where each of the six new songs had their own custom visuals, animations, and interviews projected on the massive 360 degree walls of the venue. The entire space became part of the music, so people were not just listening but also surrounded by the story of the album. I also liked that Ed came out himself for a live Q and A with host Nihal Arthanayake, giving fans a chance to hear directly from him about how Play came together. Then he took it even further by stepping outside to perform his song Camera on the streets of Kings Cross which made the event feel even more intimate and spontaneous. What stood out to me is how the whole launch felt like a mix of art installation, concert, and fan event which shows how the music industry is finding new ways to make people feel connected to the music on a much deeper level.
Post a Comment