The First 3D 360-Degree Music Video Arrives
In 2010, we saw several highly innovative and interesting music videos debut. Some of these were worth writing about due to the sheer amount of work and timing that went into their production. Others enabled fans to choose their own adventure in the video and end it as they wished. In my opinion, this new music video by the Black Eyed Peas beats all of those.
In their video for the song "The Time: The Dirty Bit," which is accessed through their iPhone app, they've used a 360-degree filming technique. When users open the app and play the video, they are placed in the middle of a wild party scene.
At that point, users to rotate in place and look around the room. It lets fans take a quick look at Fergie and glance at the crowd dancing on other side of the room.
You – the fan – get to party with the Black Eyed Peas and dance along; it makes them a part of the musical experience, which is precisely what this "video" is.
One can only imagine how this effect could be magnified by a rock performance.
Will.i.am was quick to realize the potential of 360 music videos and founded a company called will.i.apps with Edo Segal of Futurity Ventures. They intend to create a platform for other artists and companies to create their own 360-degree video apps. In the app itself, users can also follow pose the band members in a 3D photo shoot and augment reality. A character jumps out inside the app and enables users to take a picture of it with their camera as if it was standing there.
It's pretty neat. Take a look: