Entertainment Lions For Music > Innovation in Music

ECHOES OF THE STUDIO

BETC, Paris / STUDIO XAVIER VEILHAN / 2018

CampaignCampaignLayout(opens in a new tab)
Presentation Image
Case Film
1 of 0 items

Overview

Credits

Overview

CampaignDescription

Studio Venezia opened doors that are usually closed to the public, and let the public have a look at the creative process.

A lot of prominent musicians were more than willing to come to the Studio Venezia to record.

We created a cocoon, a dedicated website on which you can experience spatialization of sound. As if you were in the Studio Venezia.

This idea wasn’t to have an extension of the Studio, but a complementary piece of art in itself: the art direction was inspired by the wish to represent the sound with organic material such as iron meshes, for example. In opposition to the wood structure of the Studio Venezia.

Xavier Veilhan created the Studio Venezia, we created Echoes of the Studio, the two creations are part of a bigger live creative process.

Execution

From the idea to the prototype, the whole project took 6 months to come alive.

Several workshops with Xavier Veilhan led to this digital idea and artistic execution.

We led the conception and production of the idea, along with Deezer, a major streaming player in France who co-produced the project with us.

A first Proof Of Concept was developed while the Studio Venezia was still under construction.

Once the microphones were installed, 5 days before the launch, we could connect the audio streams and test our concept.

The website was developed with Make Me Pulse, a production studio expert in 3D webGL development.

Outcome

40k total visits over 6 months in 45 different countries.

A lot of media coverage on the Internet and cultural/musical magazines: Wallpaper, les InRocks…

Facebook live organized jointly with Radio Nova and the Studio Veilhan.

Relevancy

Xavier Veilhan, one of the most recognized French artists, transformed the French Pavilion of the 2017 Venice Biennale into an extraordinary recording studio.

More than 250 artists came to record in public and in exceptional conditions some new musical pieces.

We placed 16 microphones in strategic places, which live-streamed everything that happened in the studio.

Through an immersive audio-visual landscape, generated in 3D, sound spatialization allowed you to select your listening point and explore every single sound, on your desktop, mobile or in VR.

Strategy

The target audience is the art / culture / creation / music one, on an international scale.

As this audience is used to Digital and Innovation, it seemed obvious for us to create a digital experience to reach a wider audience.

Synopsis

Xavier Veilhan, passionate about music, has already collaborated with many musical artists such as Air or Sebastien Tellier.

His has also given art shows about musical producers, and created 3D modelizations sculptures of Pharrel Williams, Brian Enno, or Quincy Jones.

He always had a fascination for the creative process, and wanted to show this musical creative process in a larger scale with his Studio Venezia.

To do so we came up with the idea to share the experiment of the Studio Venezia to the world through a digital object: share what is not usually shareable was the motivation.

More Entries from Use of Music Technology or Innovation in Entertainment Lions For Music

24 items

Grand Prix Cannes Lions
JAY-Z "SMILE"

Excellence in Music Video

JAY-Z "SMILE"

ROCNATION, SMUGGLER

(opens in a new tab)

More Entries from BETC

24 items

Grand Prix Cannes Lions
CROCODILE INSIDE

Retail

CROCODILE INSIDE

LACOSTE, BETC

(opens in a new tab)