Chris McGrory, who previously led music integration at Facebook’s Oculus, is taking a new approach to bringing music to the virtual world with his startup Authentic Artists.
McGree hinted at Travis Scott’s massive event such as Fortnite as setting the stage for virtual celebrities and authentic artists like Lil Mikella. In a sense, the startup represents a combination of ideas, creating virtual musicians who perform their own concerts – initially in Twitch – and can respond to audience requests.
“We are not consciously trying to create digital facials,” he said. “We want to use new tools to create new art, new experiences, new culture. The appeal is that these artists can actually be a vehicle for audience support, so that [audience members] Can selectively shape live shows. “
In fact, authentic artists have already held a few test concerts on Twitch, and McGrory said the team was “clearly, sort of blown away by the response,” with an average clock of 35 minutes.
It will be co-hosted by the (human) Twitch streamer from April 14, which will be unveiling its next generation of virtual artists at twitch concerts, which will introduce the concept to viewers – though McGarry said virtual and human stars There is a possibility of more cooperation between the future.
There are several stage pieces of authentic artists who work together to animate a virtual musician, produce their music and allow them to respond to audience feedback, whether it increases the intensity of the song Be it, reducing the tempo or forwarding fast. Next song.
“Music is the lifeblood of our vision, and accordingly, we’ve invested significantly in the main audio engine,” McGary said. He stressed that the stage is not just re-arranging the musical ends composed by humans, but generating music on its own: “We want [our virtual artists] To get autonomy, we want them to be real. “
It seems that the team is still giving the final touches to the new artists, so I did not get to experience the full concert. Instead, McGarry and his team introduced these artists (including a half-human cyber and a giant iguana) and their virtual locations, and they performed the music engine while creating new compositions on the fly, adjusting various parameters. did. As McGarry put it, “These are all original creations, produced and generated as we sit here, without any manual intervention.”
The Authentic Artist OVO Fund is supported by investors including James Murdoch’s Lupa Systems, Mixy Group and Linkin Park’s Mike Shinoda. McGarry said he is currently more focused on finding the product-market than the business model, but he sees future money-making opportunities through avenues such as branded music and decentralized finance / NXT.