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Following film and TV, music takes stab at 3-D
NEW YORK (AP) - At the beginning of the re-emergence of 3-D, the focus was on film, with movies like “Avatar” paving the way for the technology to become an integral part of the cinema experience.
Now, the music world is making sure it isn’t left behind in the 3-D revolution. Justin Bieber and the Black Eyed Peas are planning to release 3-D movie-concerts, while the music video for Shakira’s World Cup anthem, “Waka Waka (This Time for Africa),” had a version in 3-D. Even acts like Sia and the Broken Bells are producing 3-D clips.
“It’s not the ‘80s 3-D, like, the way people think of 3-D. It changes the art form of storytelling. It’s pretty amazing. It’s a whole new freaking jump-off,” said the Peas’ leader will.i.am.
Oscar-winning director James Cameron, whose groundbreaking “Avatar” has become the top-grossing movie in history, says 3-D’s spillover to music will find success.
“Music videos in 3-D, it’s natural, that’s great,” he said.
Cameron’s production company, Pace, will produce the Peas’ upcoming project. Will.i.am says 3-D music content will alter the way we watch music videos and concerts - and record labels have taken note.
“The reaction was, ‘Wow, we feel so much closer to the artist … and really immersed (in) what’s going on,’” Duprieu recalled. “So I think generally the impression is a better connection and a more sort of real vibrance going on.”
The Peas performed a 3-D concert in New York's Times Square in March while rap-rock trio N.E.R.D did so last month. And other musicians like Miley Cyrus, the Jonas Brothers and Kenny Chesney have released 3-D concerts. International singers Kylie Minogue and Sia have also filmed some of their recent live shows in 3-D. Veteran rockers U2 did so in 2006 on their “Vertigo” tour.
Peter Shapiro, co-founder of 3ality Digital and producer for 2008’s concert film “U2 3D,” says the music film helped pave the way for more like it. But he adds there are plenty of challenges with creating good 3-D material for the music world.
“If it’s not done well and the cuts don’t match, you can hurt people’s eyes,” he said. “3-D likes to be slower than 2-D. So if you’re watching TV … 3-D lends itself to feeling like you’re there. You want to forget that you’re watching a recorded image.”
Cameron says 3-D music content will find more successful in clips that won’t have too much action going on.
“It’s not that 3-D works against you when you cut fast, it’s just that you don’t have time for your eye to lock in 3-D so you’re not getting the value out of it,” Cameron said. “But some music videos are long, sustained takes - so that’s the kind that will work the best.”
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