Content Is King in Virtual Reality

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Virtual reality believers have had a lot to smile about lately, as Facebook and Google took big steps to make VR mainstream.

On October 4, Google launched its anticipated $79 Daydream View VR headset, part of Google’s toolkit to embed VR into our lives through Google’s ecosystem, whether we’re watching concerts on YouTube or navigate Google Maps. Two days later, Mark Zuckerberg wowed the technology industry by showing off a slick VR demo at the Oculus Connect developer summit, which showed how quickly Facebook is delivering on Zuckerberg’s vision to transformation social media into social VR.

These are indeed good reasons to be excited about the future of VR. But you know what really made me feel passionate about VR in recent weeks? Queen’s “Bohemian Rhapsody.”

Yep, an iconic song that was released more than 40 years ago gave me a more compelling glimpse of the future than any demos and new products coming out of Silicon Valley recently. Last month, Queen, Google Play, and studio Enosis VR collaborated to create The Bohemian Rhapsody Experience, an app that presents Queen’s masterpiece as an immersive journey “through frontman Freddie Mercury’s subconscious mind,” in Google’s words. After you download the app, you can experience the song with or without Google Cardboard in Android or iOS, as I did one recent afternoon. (Google Cardboard enables the VR experience, but without the viewer, you can still enjoy the song with a 360-degree view by tilting your screen — not quite VR, but a step toward it.)

And by “experience the song,” I do mean experience. Here is an inspiring, visually stunning re-imagining of Queen’s most endearing work. Drawing on animation that reminds me of Yellow Submarine, the video depicts a world of stars, floating snails, twirling figurines, moving album covers, forbidden caves, and members of Queen exploding in neon — just within the first few minutes of the six-minute epic.

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God knows how many times I had heard “Bohemian Rhapsody” before seeing the song this way. It’s the kind of song that I stop what I’m doing and pay close attention to each time I hear it. “Bohemian Rhapsody” doesn’t need VR to be memorable. But VR gave me a fresh perspective. It made me experience the music in a new way by using spatialized sound, or sound that corresponds to different segments of a video depending on how you turn your head.

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“Bohemian Rhapsody” is the latest example of how Google is partnering with artists to show us the possibilities of VR. For example, through Google Spotlight Stories, Google and directors such as Justin Lin (Fast & Furious) make short movies in VR. And on October 16, the 600th episode of The Simpsons will feature a virtual reality sight gag developed with Google. “Bohemian Rhapsody” is probably Google’s most ambitious creative partnership yet. The song speaks to multiple generations and has become so far embedded in popular culture that future generations will be singing along with Freddie Mercury in 2926. The app entailed a collaboration with Queen guitarist Brian May, a braniac who has a PhD in astronomy and who also just happened to help develop a VR viewer through his directorship of The London Stereoscopic Company.

The Bohemian Rhapsody Experience illustrates two essential truths about VR:

1. The Content Has to Be Great

“Bohemian Rhapsody” is great. But “We Built This City” would suck in any reality. If you start with terrible content, experiencing VR is about as compelling as watching Pirates of the Caribbean: On Stranger Tides in 3D: virtual crap. By working with acclaimed and popular artists such as Queen and The Simpsons’ James L. Brooks, Google is choosing carefully, as well it should. A Silicon Valley demo will excite the Silicon Valley elite. “Bohemian Rhapsody” and The Simpsons can potentially inspire a school kid in Omaha, an accountant in New York, or just about any other everyday person Google needs to win over.

By contrast, Facebook is still figuring out what compelling content looks like in social VR. Watching an avatar of Mark Zuckerberg fence with other avatars and take selfies in an Oculus Connect demo is not exciting to me. But I was intrigued by the brief snippet of his demo where he went into the ocean and traveled to Mars. I’d like for Facebook to show me how I can explore the Shire of Middle-earth together with my wife and daughter for me to feel the same way about social VR that I’m feeling about VR as immersive entertainment.

2. Virtual Reality Needs to Reimagine the Content

As I noted, VR helped me appreciate “Bohemian Rhapsody” with fresh eyes. If VR doesn’t add anything special to an already-great experience, then what’s the point? VR needs to do something that augmented reality cannot do: transport me somewhere else. True, compelling art can transport me emotionally without VR. But VR allows me to interpret content (in this case, art) with a fresh perspective. Layering social media on top of VR creates fascinating possibilities to experience that content together, an example being music live streaming in VR, which is evolving albeit not without setback. Live music is an interesting proving ground for VR. Recently, Citibank, Live Nation, and NextVR announced the launch of a VR concert series that includes a “backstage” experience with artists. Whether the series helps or hurts VR depends on two factors:

  • Will the concerts themselves be great? In other words, will the content deliver?
  • Will VR allow fans to experience the performance in a way they could not without VR?

No dates or participating artists have been announced yet. The partners in the deal indicated that the first concert in the series would happen later in 2016. Stay tuned.

Google’s and Facebook’s product developments are important and worth all the analysis they receive. Technology has to be accessible and affordable for VR to take hold. As I have discussed on my blog, I believe Facebook’s and Google’s technology advances will pave the way for VR to emerge into the mainstream. But everyday people need to experience content that captivates, inspires, and speaks to them at an emotional level for VR to break through.

Now bring on Beyoncé in VR.

 

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One Response to Content Is King in Virtual Reality

  1. Pingback: Engagement in VR. 3 Lessons from Queen’s Bohemian Rhapsody Experience. | Felipe Lara Creative Direction

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