Holographic versions of Ronnie James Dio, Whitney Houston, and Amy Winehouse will be hitting the road later this year. Are they truly music's final frontier?
will be hitting the road later this year. It’s a trend that marks a new wave of holographic tours that is much more sustainable than one-offs, like the Tupac hologram at Coachella in 2012.
“Our technology gives us an enormous amount of freedom,” says Robert Ringe, Base’s CEO of distribution and touring. “It gives us the ability to have the hologram walk onto the stage from the wings and interact with either the band, the orchestra, the musical director, the audience, et cetera.” Experiences like these can only grow, though, and the tours going on now are small potatoes compared to what could come in the future.Outside of holograms, Soundgarden recently testdrove a “concert experience” where they showed a concert film with audio mixed in “live” surround sound, and Queen continues to superimpose imagery of Freddie Mercury on screens next to Brian May for performances of “Love of My Life.
Of course, not everyone has been so keen on the idea of hologram shows. Music journalist Simon Reynolds has called these sorts of tours “ghost slavery,” Dionne Warwick described the Whitney Houston event as “stupid,” and Amy Winehouse’s ex-husband decried her upcoming posthumous tour as a “moneymaking gimmick.”
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