The MUTEK festival is embarking on the production and distribution of digital art adapted to extended reality (XR) by marketing on the popular video game platform Steam an adaptation ofImmortala work for electronic instruments and video composed by Line Katcho and presented to the public for the first time in 2018. The initiative has the potential to transform the work of these artists who now have access to a new source of income by selling their works in this fledgling market.
Let’s make the analogy with the music industry. The musician has two essential functions: to compose, then to interpret his works during concerts for which he sells tickets. Another source of income is the marketing of the recording of his works, on physical or digital media. What MUTEK proposes is to become, in a way, the “record house” of digital artists by producing a “recording” of one of their works to distribute and market it as the musician does with his songs.
Basically, [Immortelle] is a work that I designed for a flat screen; with virtual reality, the screen is 360 degrees.
And for digital artists, who have never really had anything to sell other than their live performances, that changes everything — starting with the very nature of their artistic approach: “We say it’s an adaptation , but it’s really a new work”, derived from the original, says Line Katcho.
“Basically, [Immortelle] is a work that I designed for a flat screen; with virtual reality, the screen is 360 degrees” and also has an element of interactivity. “The viewer receives the work in a completely different way” with a virtual reality helmet on his head rather than in a room, the artist performing in real time in front of him.
Regarding the adaptation ofImmortal, the music remains practically unchanged, but Line Katcho had to rethink its animated images while trying to preserve its essence, a laborious job that requires the mastery of new software (the Unity engine, developed by the games industry video) allowing him to transpose his ideas into the immersive setting of virtual reality. “At first, I thought it was great, this idea of offering a virtual reality version of my work, but along the way, I realized that it was much more complex than I originally imagined. »
Since November 15, Immortal, the first of three works adapted to virtual reality from MUTEK’s Immersive Collection, is available on the Steam platform for $4.95. “A prize that does not reflect the value of the work, but that of its adaptation”, affirms Lola Baraldi, production manager of the collection, partnerships and digital projects of MUTEK, joined in Tokyo, where she will present these adaptations. to the public and industry as part of the 7e Japanese edition of the Montreal festival.
“What is exciting in all this, says Lola Baraldi, is that together we can create a new system of values for this type of work”, which traditionally lives thanks to the circuits of festivals specializing in cinema and in cutting-edge musical creation. “It represents new sources of income for the artists and the organization” which financed the XR adaptation of the works, which can thus find an audience on platforms like Steam, but also on the circuit of immersive modular theaters, like the Satosphere, of the Society for Arts and Technology.
A return and an evolution
For MUTEK, who worked on this project for more than a year, with the financial support of the Canada Council for the Arts, it is also a return to production, more than 10 years after putting activities on hold. from his record label MUTEK_REC. “These are our first steps as producers [dans ce domaine]and it follows a reflection, since for a while, MUTEK was looking to find a way to work closer to artists by supporting them beyond the dissemination and media coverage of a work. [dans le cadre du festival]i.e. from its genesis”, specifies Mme Baraldi.
Thus, MUTEK acts as the producer of the extended reality adaptation. To facilitate the distribution of its works, the organization has entered into an agreement with Astrea, a young company that distributes online (on the Steam, Oculus Quest, Viveport and Pico platforms) and in specialized festivals and which belongs to Atlas. V, designer of content and XR experiences. “It already has a network through film festivals, while MUTEK has its specialized network in the music sector. We join forces. »
It is still too early to estimate the size of the revenue from the experience, but Line Katcho is delighted with this new outlet, “especially after the pandemic, which has slowed us down in our activities”.
“Some might fear that it distorts our art to fall into its commercialization, but I don’t think of it in those terms. I find it rather interesting to be able to make myself known and to make my work known. Which is cool, also, is that on Steam people can leave comments. It’s good for me to find out what people think of my work. »