[Jakarta, LTTW] Nobody can bring back the dead. With that in mind, they can still be immortalized through memories, ideas, media and other inheritance that they left on earth. Artists who sing their way throughout generations left their records for us to hear and stories that are documented to be shared over various medium.
Back in 2012, Tupac Shakur, who died in 1996, came alive in a music event called The Coachella Valley Music and Arts Festival. Topless with a cross necklace in his chest, the deceased artist performed and shared songs with living artists Snoop Dogg and Dr. Dre on stage. Clearly it wasn’t really him, but the live “optical illusion” brought back the Harlem, New York born singer and astonished the festival attendees. In the 2014 Billboard Music Award, another deceased legend was brought back to live in MGM Grand Arena, Las Vegas. Michael Jackson emerged in a gold jacket, white shirt, and red trousers; performing and dancing to Slave to the Rythm with 16 real life backup dancers.
Hologram USA was the mastermind behind these two stage acts. As the name indicate, they claim hologram as the main technology that brings back the dead artists. With permission by families of the dearly departed, the company can resurrect artists to please and shock audiences. Regarding the hologram itself, it’s actually a different technology called Pepper’s Ghost and it has been around since 19th century. Improvements were made by Hologram USA using high-quality video projection technology that combines motion capture technology with 3D computer-generated imaging (CGI).
Fast forward to 2018, the Hologram USA Theater stand proud in Hollywood, Los Angeles—showcasing dead artists such as Billie Holiday. The American Jazz singer and songwriter who died in 1959 sings nine times a day in a 40 minutes show. Of course she will never be tired because it’s only a projection of the famed singer. It is clear that the “hologram” displayed in the theater is for entertainment purpose, otherwise they wouldn’t charge admission tickets. But what makes this technology more useful and can move forward is the “reachability” that it can be bring to the masses.
We can see the ideal purpose of this projection technology as a way to document someone with importance, sharing their lives to those who put interest, remembering a legacy, or simply breaking boundaries by giving a near life experience with them. The technology is also morally acceptable as long as it still honors the artists reputation. On the other hand, technology can be a product of its own. By sharing and inspiring people through this projection technology, interests will arise from the masses. When Tupac performed in 2012, the company behind the stunt was included in the highlight and a box full of opportunities was left open.
By showing what the digital projection technology can do, people can use or improve it for other reasons. Demand keeps coming and even the living are also utilizing it. In 2014, Indian Prime Minister Narendra Modi partnered with MDH Hologram and used Pepper’s Ghost method for his electoral campaign—rallying his supporters in more than 1,500 locations. Adrénaline Studio also joined the bandwagon by projecting the French president candidate Jean-Luc Mélenchon in Paris and Lyon at the same time in February 2017. Campaigning to gain voters for the election, he continued the gimmick in April with wider broadcast from Dijon to 7 other places in France.
This just goes to show that technology can also be a commodity that sells. Hologram USA started with a bang by resurrecting Tupac and Michael Jackson, but afterwards they also sell their patented technology. As stated in the official website, everyone can buy Hologram USA Eyeliner, the main set of tools and system that can project people—dead or alive.
The improved Pepper’s Ghost can immortalize people in an effective way, but it also has the same principle of watching movies and documentaries or screens that are played live in concerts. The future is visual, we will see and of course buy what comes ahead.