NAB
Lady Gaga takes viewers behind the scenes during the filming
of her surreal video for Chromatica song “911” in a new virtual
reality experience via the CEEK VR app.
https://amplify.nabshow.com/articles/for-cc-is-vr-the-new-mtv/
The 360-degree CEEK VR experience was captured on set in
Valencia, California during the filming of the Tarsem Singh-directed short
film.
“The stylish, fever dream-like visual finds the pop star
waking up in a desert and heading to a town where she stars in a series of
vignettes featuring oddball characters,” describes Rolling Stone. Things
are not what they seem in the end as she later comes to after a bad accident
and encounters the same characters in a different light.
The VR experience highlights various scenes from the set,
with Gaga and a couple of the other cast members appearing in elaborate,
colorful costumes.
When the video for the single was released, Gaga said
on Instagram, “This short film is very personal to me, my experience with
mental health and the way reality and dreams can interconnect to form heroes
within us and all around us.”
Of course, Gaga is not the first artist to wade into the VR
pool, as an article at The Latch points out. The trend has steadily
gaining popularity since YouTube and Facebook enabled posting 360-degree videos
back in 2015.
Gorillaz “Saturnz Barz” video, for example, has been viewed
24 million times since it was posted in March 2017.
The trend has also proven useful during the pandemic for
music festivals such as Splendour in the Grass, which offered up a VR version
in July 2021 after it was cancelled due to the COVID-19 situation in Australia.
A mind-boggling 38-years ago, the hype generated around the
budget busting video for Michael Jackson’s “Thriller,” directed by John Landis,
sealed MTV’s position as a major cultural force, revolutionized music video
production, popularized the making-of documentaries, and drove rentals and
sales of VHS tapes (arguably also helped disassemble racial barriers for black
artists).
The Latch writer Lyndsey Rodrigues asks whether
something similar might happen with VR.
“So much of art is about being seen as cutting-edge and
cultivating something unique that your audience can find an emotional
connection to that they would not be able to find anywhere else. It’s going to
be interesting to see how musicians continue to break the mold and engage their
fans in out-of-the-box ways and what role VR could potentially play in that.”
The ‘911” 360 VR experience is available at CEEK.
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