Sound Off

The Future of Holograms at Concerts

See also: Coachella: The Best of Sunday, April 15

Dr. Dre and Snoop Dogg closed out weekend one of Coachella with a performance that was unquestionably legen-- wait for it --dary. While both rappers and the slew of guest stars were all fantastic, Tupac's hologram stole the show.

Chances are that when you saw it you were either amazed our incredibly creeped out, but either way we're betting your jaw dropped. Wouldn't it be something if holograms became a regular feature at concerts over the next few months?

And so we explore the extraordinary possibilities of using holograms at concerts in the future.

What if it was financially feasible to do this CGI/hologram thing more often? Further could play with Jerry Garcia. We could bring back Hendrix and Cobain. Biggie could rap again. And Keith Moon could actually perform at the Olympics, just like the Olympic committee wanted.

But if bands want to start taking holograms on the road with them, they'll have to pay up. The costs that go into producing a live, moving hologram---or if we're calling it what is really is, it's a CGI---are pretty steep. According to Nick Smith, president of Tempe-based AV Concepts, expense estimates to produce such a project range from $100,000 to more than $400,000, which is chump change for Dre. But still, that's a ton of money. Furthermore, fans have to wonder if the inclusion of a so-called hologram in a performance they're paying to see will increase the prices of concert tickets. Sure, these types of CGIs are just some light reflected onto a Mylar screen. But somebody has to pay for that production cost, and it might come from the pockets of concertgoers.

It only took about four months for Digital Domain Media Group to develop Digital Tupac, who now has his own Twitter account. AV Concepts, which has its headquarters right here in Tempe, was in charge of projecting Tupac's 2D image onto the stage.

Somehow the media has managed to stupidly look past the fact that there are hints of Dre and Snoop going on tour by disguising them with headlines like "Tupac hologram may go on tour," as Rolling Stone has done. Um, hello? Dre and Snoop are probably going on tour! Why isn't everyone freaking out about this yet?

In case you've been living under a rock since Sunday, here's a video of Tupac's "performance" at Coachella.

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Lenni Rosenblum