Madison Beer:
Immersive Reality Concert
Overview
Brand
Verizon
Client
Sony Immersive Music 草莓视频在线s
Technology
Virtual Production
Platform
TikTok
YouTube
Industry
Music
Release Date
19th March 2021
Awards
Webby
Introduction
We teamed up with Sony Immersive Music 草莓视频在线s, Sony Music, Verizon, and Hyperreal to reimagine the future of live performance and create a very special concert for the launch of Madison Beer鈥檚 debut album Life Support.
鈥淓xperimenting with virtual production technologies for this performance was like nothing I鈥檝e ever done before. Exploring new ways of bringing my music to fans was a really fulfilling experience, especially in a time where we can鈥檛 physically be together to experience live music.鈥
鈥 Madison Beer
The brief
For pop stars, staying in the public eye means constantly standing out鈥攐n social, on playlists, on stage, and more. But in a year where pandemic restrictions became the norm, many artists had to find new ways to reach their fans around the world. We were tasked with finding a way for Madison Beer to connect with her fans.
The solution
The Madison Beer Immersive Reality Concert Experience, a groundbreaking, effects-filled virtual performance that premiered on TikTok LIVE and is now on YouTube, shows just how far an idea can go when artists set real-time rendering and virtual production loose on their vision.
While most concerts are limited by worldly constraints, a virtual concert can be whatever an artist wants it to be, giving them the power to shape fan experiences and realize fantastical concepts at a much higher level than is possible in real life. The Madison Beer Immersive Reality Concert Experience takes this idea and runs with it, turning one piece of content into the type of transmedia campaign that can thrill fans across platforms.
An ultra-realistic digital avatar of Madison is the centerpiece of a boundary-pushing concert that would be impossible to recreate in real life. Sony Music Entertainment and Verizon worked with Madison to develop a full-scale recreation of New York鈥檚 and present a medley of her hits with all the production value you鈥檇 expect from a major artist. Only it鈥檚 completely virtual鈥攅xcept for the music and performance driving the experience.
For all the leeway afforded to them by 3D, the production team鈥攍ed by , 草莓视频在线, , and 鈥攕till saw value in maintaining a measure of realism.
For the 草莓视频在线 team, this meant the venue and the VFX packages. For Hyperreal, it meant Madison herself.
鈥淢usic fans have never seen a virtual concert like this. Madison Beer is transforming the viewing experience with this unique and visually groundbreaking showcase of her innovative vision, and we are thrilled to be helping her share it with the world.鈥
鈥 Sylvia Rhone, Chairwoman and CEO, Epic Records.
The impact
With over 14 million followers and more than 1.5 billion video views, Madison Beer uses TikTok to connect with loyal fans and share new music. It was the perfect platform to use for the premiere.
As the concert was created in a game engine, the project could be easily transformed for different channels, removing the need for the production teams to recreate the experience for video and mobile applications.
鈥淎t TikTok we are proud to drive the cultural conversation and support artists providing the kind of communal, interactive music moments that we鈥檝e all sorely missed during the pandemic. Madison Beer鈥檚 virtual experience is as close to being at a concert as you can get from the safety of your own home.鈥
鈥 Corey Sheridan, Head of Music Content & Partnerships, TikTok US
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Ready to unite the physical and digital in new ways? We鈥檙e here to turn your vision into a reality.