WINTER | COVER FEATURE
Holoplot at the MSG Sphere , Las Vegas the audio experience at events to another level , with a speaker system able to project sound to very precise locations in a venue . Among the projects involving Holoplot ’ s tech is the $ 1.8 billion , recently opened , MSG Sphere arena in Las Vegas .
“ These speakers are mind blowing ,” says Harris . “ It ’ s got to be the best technology I ’ ve seen in 15 years . With one speaker cabinet , you can direct sound to individuals within a one-foot radius . It means we can blast audio directly to the individuals in that room in the language they want to hear it and not affect the person sat next to them .”
“ For example , if a musician wants to find new ways of creating music with the audience involved , we ’ ve built an AI model that can transform a live gig venue space into another instrument , so the way that people move through the space creates new melodies and sonic experiences . It can be used for large-scale performances , but also immersive theatre or other ways when you might want the creation of custom sonic storytelling through a space .
“ That ’ s been a really exciting area for us , looking how AI can help guide an artist or brand ’ s vision or story . It explodes the idea of what audience participation looks like .”
Event agency Identity has not only worked with major global brands but has also partnered with the UK Government on landmark events including the G7 Summit in Cornwall and COP26 in Glasgow . Among its recent projects was the AI Safety Summit .
The agency ’ s digital creative director Michael Naman specialises in delivering creative user experiences across the digital and physical worlds . At the AI Safety Summit , Naman and his team used generative AI to create artworks illustrating famous people in the history of AI .
As AI evolves , one of the uses he expects to see is human and AIgenerated beings interacting with each other on stage : “ You could have a speaker on stage and what they are saying could be fed into generative AI that creates images on the fly that support what they ’ re speaking about . The message comes alive and the imagery is completely reactive to what ’ s being said .”
In the live entertainment environment , Naman believes it could get to the point where AI generated artists are performing
AI generated music on stage . While he believes data will underpin all aspect of live events , Naman says it is important not to get too carried away with the idea of AI having infinite possibilities .
“ AI is going to really help make live events more accessible , and it will make them more engaging , but often new tech doesn ’ t quite match up to the hype , and I think brands are aware of that .”
DRPG recently partnered with Holoplot , a company that is taking
Going green With sustainability being a priority for the organisation , DRPG recently celebrated becoming B Corp certified after 18 months spent working toward the accreditation .
“ Sustainability is at the heart of the business , it ’ s something we ’ ve been focusing on for decades and is instilled in us as a production team ,” says Harris .
Technological developments with equipment such as drones has enabled DRPG to make major changes in the way it operates , including the
“ It explodes the idea of what audience participation looks like .”
recent closure of its CMD ( Corporate Media Displays ) arm responsible for pyrotechnics , fireworks and large outdoor displays .
Instead of pyrotechnics and fireworks , which release many contaminants that contribute to climate change , including carbon monoxide and sulphur dioxide , the company is focusing on drone displays and projection mapping .
Better Green Productions ( BGP ), an arm of the Better Green Group , works across experiential marketing ,
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