Breaking New Ground

A while back I wrote about the concept of a Hideo app, one where users could have a central place to check out latest news, videos, music highlights, and even join the conversion. It wasn’t too long after that I began designing at my agency a new experience called the Ultrabook™ Project, sponsored by Intel®, which launched at the start of the year. This year long project features, founder of the Black Eyed Peas, and a musical expedition that brings him around the globe to collaborate with other artists and create new music.

While the design and execution proved to be a real venture into unknown territory, the idea was very clear: people don’t just listen to music anymore. They multitask their music. They listen while they read, watch video, and socialize with their various networks. As such, we were charged with the concept of developing a totally new experience based on that insight. In the Ultrabook Project, you don’t just listen to music anymore, you interact with it. It’s comprised of a unique experiential publishing engine, telling the story behind the song: what inspired it, who collaborated on it, and how they did it. Add to that an integrated social networking layer that lets users comment, respond, and engage with each other and even with in realtime. Simply put, this is the way music should be experienced in the digital world.

How is this relevant to Hideo? Imagine being able to experience Hideo in an entirely new way… a visual, animated story in a completely interactive environment. One where users could be listening to a song, while clicking on user-activated digital content, revealing the story behind the characters, musicians, and artists that bring it all together. The core content could be comprised of video clips from the actual show, behind-the-scenes rehearsals, or inside the artists’ studios, giving the audience insight into how the show is put together. Mix that in with in-depth character portrayal, editorial content, exclusive sound clips, and the ability to participate, comment, and engage in an ever-evolving story.

I should clarify, this wouldn’t be to take away from the actual theatrical concert portion of Hideo. Rather, it would be an extension of the experience that’s made Hideo special from the very beginning: bringing the world of video game and anime music to the fans. People could be a part of the story, engage with the audience, and connect with the creators like never before. I, personally, would love to see something like this happen.

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