"Bowie knew that music would eventually become like water that was available for free everywhere," explains Melchio. "He issued'Celebrity Bonds', which securitize rights to future royalties based on past sales, and he sold tens of millions of dollars worth of music before everyone noticed. I knew that would eventually lose value.
Davidbowie.com has transformed into Ultrastar, an artist-owned online merchandising company that produces T-shirts and posters for artists such as U2, The Rolling Stones, and Sting. For example, when the Rolling Stones merchandise sold on Amazon for Artists, which was born long before the Radiohead era, Bowie also got royalties. "
At the time, Melchio and Cooper were advisors to Magic Leap, an AR startup based in the United States. Watching the Massive Attack show, Melchio felt that the opportunity had arrived. "The show's creativity and innovation were perfect for the wonderful new world of" the spectacle of mixed reality (MR), "explains Melchio.
The three talked for hours. Del Naja was considering a light show on Massive Attack's most recent tour that could reflect the headlines, images and stories of news articles collected locally. This was to make the text blink on the screens scattered around the stage, but I was worried about how to change the subject matter on the screen based on the reaction of the audience.
Meanwhile, Melchio and Del Naja learned that they were addicted to the computer game The Sims, and Melchio, who was acquainted with the legendary game designer Will Wright, who was the creator of the game, said Proposed to Del Naja to go to California. To find out how Magic Leap uses music in AR headsets, and to talk to Wright.
In September 2013, the meeting with Wright took place at the headquarters of his startup, Stupid Fun Club. At that time, Wright was working on the social media app "Thred" for several years. It's a combination of Instagram, Spotify, and Draw Something that allows users to post sounds, music, images, and text. Wright also worked on creating a mechanism to tag and share music and generate in-game voice, creating a "music mind map" so that computers could compose instantly.
"They were trying to create art by adopting the AI tools of utopia-oriented tech companies," said Dell Naja. "Wright had a number of such mind maps on the wall, some of which were diagrams of the human brain, categorized into parts used for processing odors and emotions and exploring memory, and what else. The piece was a metabrain, a map of how people connect. Wright was trying to use it to see how meaning and understanding work in the human brain-we access data in the brain. And I'm randomly sorting and creating different ideas. Until then, I thought everything was in the box. There are limits to the phone and the internet, but at this time. I realized that everything was infinitely widespread. There is nothing in the world that can't be created, rebuilt, rediscovered, or redistributed. In the creative industry. But those who can't do this will be taken over by deceptive labels and giant tech companies. "