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.
Soon TV followed, with sporting events like the World Cup featured in 3-D, and companies such as Sony and Samsung rolling out 3-D televisions.
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.
JeanBaptise Duprieu, senior director at Sony Music International, says the company will “produce a lot of 3-D content this year.”
Duprieu says when he presented Shakira’s “Waka Waka” video to Sony staffers, they felt a sense of closeness to the Latin sensation.
“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…