The industry changed forever in the 80s, thanks to the advent of MTV and its then stock-and-trade music video.
Suddenly, imaging and artist mystique attained new levels, and artists with a command of the camera generated serious sales. And despite limitations imposed by time and scope, artists like Michael Jackson and Puff Daddy challenged the imagination of their viewers – and the pocketbooks of their labels. Now, Interscope Records is hoping to push the experience further, and tapping high-powered director James Cameron in the process. The result will be a series of 3D videos, concerts, commercials and stage musicals, powered by a freshly-developed Fusion digital stereo camera system.
The cameras aim to duplicate human vision, putting the audience on stage with the performers and into the action of a music video. “We’re always looking for ways to improve the experience of music,” said Jimmy Iovine, chairman of Interscope Geffen A&M Records. “When I saw what James Cameron was doing with his dedication and wizardry to the 3D platform, it seemed like the perfect combination for us to do some groundbreaking work.” The resulting product will first hit theaters in about six months, potentially broadening the tricky off-venue concert market. And earlier, Gwen Stefani shot a version of “Wind It Up” using the 3D technology, an experience that developed momentum for the latest partnership. “We want to provide audiences with a more intense musical experience,” said Cameron. “3-D amplifies everything, it puts you closer to your favorite artists than you ever imagined.”