Music content delivery is taking an evolutionary step using Adobe Flash. Adobe invited John Mayer out on the stage today to preview and talk about an augmented reality music video track in the works at the Tuesday Oct 6th Adobe Max Keynote event. John is working with Blitz and Adobe in what appears to be a mashup of the music video with virtual reality gaming environment construction techniques. Not being entirely sure of how the augmented reality music video is created, I would guess that John Mayer is filmed in front of a green screen and that the virtual reality environment is also delivered in Flash.
Ok , searching Blitz’s website, they do have a blog post titled “Augmented Reality Sings a New Tune” , so I’ll comment more on where I possibly see this going in the future.
Where might this technology lead us?
- Guest music performances embedded in games?
- Games that know your musical preferences?
- Virtual reality music players emulating the concert venue?
- Brand-sponsored Augmented Reality Music Videos?
This could get interesting for the music and game industries and for consumers.
1. Guest music performances embedded in games?
Imagine playing your favorite virtual reality game and walking or driving by a night club in your game and hearing a song by one of your favorite artists. Maybe you’d be tempted to drop in and have a listen? This type of thing could be coming soon to a game near you. Or how about the reverse scenario. You may see a go see a live performance and have the graphics from the game showing on the big screen monitors. Buy the game at the concession stand while you are there. Mashups of music and game industry content certainly will offer up some interesting co-marketing opportunities.
2. Games that know your musical preferences?
Why would the above scenario ever need to present you with a music entertainment that is not your taste? Depending on the player and their favorite music preferences (as pulled in from your favorite Social Media site music player), the musical act in the virtual reality club you just happen by could be served up to your particular taste. Perhaps in order to play the game, you had to sign in with your Facebook, twitter, or google ID ?
3. Virtual reality music players emulating the concert venue ?
Imagine seeing your favorite band perform up close in an intimate club (even if they typically play large amphitheaters). Might you not be tempted wander over to the virtual concession stand and buy music, t-shirts, video games, concert tickets, and other items geared to a true fan.
Oh, and why not choose your club venue ? Just as virtual reality golf games allow you to play golf on many world famous courses, why wouldn’t we be able to choose to see the band in a venue of our choice?
4. Brand-sponsored Augmented Reality Music Videos ?
Augmented Reality Music Videos using this technology could be expensive to produce. Subtle brand placement could be placed in the music video you are watching. You’ve seen it in movies and on TV for years. It need not be ‘in your face’ advertising, although I’m sure there will be some of that as well (buy the track on iTunes, order the CD on Amazon). One could potentially change the branded items placed in the video to match your user demographic. Oh, did I mention that perhaps in order to play the augmented reality music video, you had to sign in with your Facebook, twitter, or google ID ?