Fans can mourn the death of a music legend for years, and their hits will resonate long after the original voice is gone. So it’s no wonder that recent advances in holographic technology and artificial intelligence have found a market ready for performances from beyond the grave.
But this ability to resurrect deceased artists in ghostly form raises interesting questions about the ethics, artistry, and economic implications of these modern-day resurrection shows.
Since hologram Tupac Shakur headlined Coachella 2012, similar tributes have been given to Frank Zappa and Roy Orbison. Posthumous tours of Whitney Houston, Amy Winehouse and Ronnie James Dio have also been planned or proposed.
But what remains a landmark incident is a holographic performance by a still-living artist. Swedish pop sensations who dominated the charts in the 1970s and 1980s, ABBA will launch their ABBA Voyage virtual reunion tour in 2021, describing their holographic version as ‘ABBAtars’.
Our recent research into The Tour found that fan reactions ranged from those who were emotionally satisfied to those who questioned its authenticity. This result suggests that we need to know more about the enormous cultural impact of these holographic experiences.
virtual success
The music industry routinely uses the term “hologram” to describe shows like this, but this isn’t strictly accurate. A true hologram is a 3D object produced by the intersection of light and matter, designed to be viewed from any vantage point.
With the exception of ABBA’s recent development of holographic concerts, today’s holograms resemble digital videos, with images projected onto translucent screens in front of real musicians, and virtual artists interacting with bands and audiences. It looks like This is similar to the theatrical illusion used by 19th-century magicians known as the “Pepper Ghost”.
However, fans can be cynical about such events, and the technology translates poorly to YouTube and photography, making it difficult to create a compelling viewer experience. Some people find these shows too much like watching movies.
Still, demand and enthusiasm for virtual concerts is steadily growing, with attendance numbers impressive and fans paying as much as US$125 for tickets. Roy Orbison’s hologram tour sold an average of 1,800 seats per show.
Read more: Abba and Tupac in the Metaverse: How Digital Avatars Are the Profitable Future of Touring Bands
“Ghost Slavery”
Our ABBA Voyage research confirms the reason for this popularity. An analysis of his over 34,000 online comments discussing the virtual concert found that audiences reported an overall positive reaction.
People mostly appreciated the chance to witness the legendary band’s ‘performance’ once again. Two comments give the general feeling.
I don’t care if it’s an avatar or not. This is surprising because no one expected ABBA to reunite in any way.
It would be so great if I could remember them and see them like I was back in my childhood. It seems to be the closest thing to time travel.
Fans also appreciated the technical feats that recreated the band in its 1979 heyday.
I think the fact that they use Avatar instead of themselves on stage is simply a great idea. It makes us feel young and timeless.
However, not everyone was emotionally moved, and some questioned the show’s credibility. This reflects previous criticism that the holographic show lacks the essential “live” element of the performance and is exploitative, in what one critic called “ghost slavery”. doing.
Getty Images
replace the irreplaceable
Recreating artists is another thing, but capturing their spirit, charisma, and spontaneous performance style is where motion capture and AI technology are starting to make a real difference.
The process involves taking detailed scans of the artist to create a 3D digital model, which AI improves. The movement is then digitized through motion capture and transferred (also using AI) to the model to recreate the artist’s signature performance. AI is also used to mimic artists’ voices by analyzing vast recording archives.
Read more: Holographic History Makes ‘Night at the Museum’ a Reality
However, AI’s ability to capture the spontaneity and charisma of live performances remains limited. The future of holographic concerts will therefore likely depend on continued advances in technology, changes in audience responses, and careful handling of the ethical issues raised.
Future applications may extend beyond music to educational displays of historical figures. Given ABBA’s success and Voyage’s experience, it is also possible that the touring capacity of living artists will be further expanded.
All of this requires a delicate balance between respecting the artist’s achievements, recognizing the emotions of the fans, and delivering an experience that truly transcends current limitations. Replacing the irreplaceable may be possible on some level, but in the end it’s up to the audience to decide.
