The Björk Digital exhibit may have stopped by your town this year. If you still have the chance to go I definitely recommend it. This exhibit is a cross between art performance installation, VR, and music videos. There are virtual reality arcades for those who want to fire fake guns. However, for the more compassionate souls, there are other settings to enjoy VR.
Games vs. Videos
We think about VR as a method for gaming consoles. It brings us into the action where the user confronts the action of the game with immersive choices and possibilities. VR takes video into the same 3-dimensional environment. As the Björk VR experience begins with the video Stonemilker, we put on our Samsung VR headsets. The choices to view the environment from all angles becomes possible. Some glaring disappointments were the slag in video connectivity while rotating my head. This is particularly noticed when viewing an angle 180 degrees from where the artist is present.
Upon viewing the subsequent videos, the technology advances. The user can view from more angles with ease. Eventually, the final segment makes use of the VR hand wands. The user can view replications of their hands within the video. The buttons allow the user to paint with streams of colors as if they are artists within the work.
The App Integration
Björk presents this work as a combination music video film, VR experience, and app integration. The Biophilia App ( free on Google Play and $13 for Apple) allows the viewers to play with the tablet experiments at home. This includes a variety of music videos including the VR experiences if they missed out on the recent tour. The app also contains Bjork’s musical instruments. Apple users can download the Solstice App for free to test out making their own jams with a rotating metronome and their fingers by positioning lines and dots.
VR Music Videos & Future Ads
The future of music videos stands here as an immersive integration where the user can pick a frame of reference for viewing. Neither must music videos be passive. The engagement factor increases as more types of videos can take advantage of this technology and implement their content within it. Now it’s time for the ads to patron the new field as they make their entrance. Once premium streaming services take over distribution of VR, there will be the need for ads to work themselves in as native content or create videos to sponsor the posting of them.