Peter Martin, CEO of Los Angeles’ V.A.L.I.S. studios, is at the forefront of a revolution which saw Tupac and Michael Jackson resurrected for one-off hologram shows. V.A.L.I.S were the ones who beamed the Gorillaz onto the Grammy stage.
In a particularly scary interview given to Billboard, he outlined plans for the future, including plans to “digitally resurrect” Notorious B.I.G. for the 20th anniversary of his death. He also spoke of de-aging artists through hologram technology: “I’d love to see 27-year-old Madonna or 35-year-old David Bowie”, he says. “Immortalising those performances holographically makes so much sense. Fleetwood Mac from 1976 doing Rumours? I’d go to that in Vegas.”
It would be a spectacle. Less exciting is the notion of touring holograms filling in geographical dead zones for currently touring artists. It’s the futuristic version of Elvis’s Rolls-Royce going on tour in the ’50s, and people queuing to check it out.
“In 10 years’ time, if the first show your kids see is a hologram, they won’t think anything of it”, Martin said. “You’ll pay a certain amount to see a hologram performance and more to see something live.
“Would you pay $25 to see a hologram of Calvin Harris ? Probably, if you’re in a secondary market. We’re at ground zero of that now, but every nightclub in the world will have a holographic projector by 2025; you’ll have live artists, and you’ll beam in 60-year-old Tiesto.
60-year-old hologram Teisto doing the oldies cruise circuit? The future is a slippery slope, and it may involve a Monkees reunion. Read the entire interview here.