From tailoring set-lists between shows and interactive wristbands, to proximity-based activations, spatial soundscapes and AR experiences; live events, shows and attractions have long experimented with personalisation and new technologies that connect fans and immerse them more deeply.
These are well understood examples of how guests can be brought into storyworlds with wondrous experiences or engaging people to the beat of the tune. In a world of rapid technological development, we’ll increasingly see greater levels of immersion and new tech-enabled illusions that blur the physical and virtual to provide multi-dimensional experiences, hyper-personalised to fans at every stage.
REAL TIME TECH
At the forefront of this advancement are real-time technologies, from real-time 3D graphics rendering, real-time data capture, and generative AI, to mixed reality technologies like holograms and computer vision. These technologies are powering the next generation of live events by enabling radical creative possibilities for artists, producers, AV designers and engineers.
For live performances in particular, real-time technologies enable a virtual production-like set-up in venues, using real-time content and live VFX to create unforgettable graphics. This is something that Dimension Live is doing through our partnership with HERE at Outernet, where we’ve put in place an end-to-end 3D workflow for ideation, visualisation and final content delivery. This kind of approach using Unreal Engine, gives teams the ability to test ideas, simulate shows, and then bring the virtual set-up into venues. This can extend the physical space virtually through 3D stage extension on an LED volume, complete with virtual lighting that works in harmony with the real-world lighting, controlled by lighting and technical directors live, as we demonstrated for artists Röyksopp and Floating Points recently.
This ability to virtually punch through reality, bringing different universes into a performance using LED walls, projection mapping or holograms, is what’s going to create more immersive and truly fantastical experiences that can be tailored to specific audiences or venues when artists are on tour. We’ve helped to pioneer innovative performances for artists including Madonna, Coldplay and BTS, where holographic performers join the acts live on stage.
Theatre is home to incredibly ambitious creatives, with hugely exciting opportunities for real-time technology to bring about new, more immersive multi-sensory experiences for audiences. Back to the Future: The Musical is a great example of how a stage show can utilise Unreal Engine for its production and effects design, and the show features large LED volumes to simulate dynamic driving movement on a stage, not dissimilar to the virtual production being used in today’s film and TV production.
And as AI continues to develop, we’re going to also see it become a key component and creative partner to live events. With real-time rendering integration, venues or touring productions can plug in AI tools that react to, and take cues from what’s happening on stage, or in the crowd, and generate powerful supporting visuals that enhance the show. The very nature of how AI can respond to cues means that no two shows need to be exactly the same, providing a truly customised experience for audience members.
Moving forward, venues and shows will continue to adopt better display technologies and twin them with the performance and data tracking technologies to help reimagine what can be delivered to physical venues. We’ll see shows extend onto virtual platforms, transporting and immersing fans and audiences in visceral worlds in multiple ways.
The technologies to do this are more mature and accessible, so I expect the next big shows will be powered by real-time, benefiting from the flexibility, creative freedom, 3D content capabilities, and cost efficiencies available, rather than purely relying on traditional and typically more costly VFX approaches.
