Money. Ok, maybe there might be more to it, but.. good old fashion greenbacks is what's fueling the dead celeb hologram craze that's currently rocking mainstream media.
People can't seem to leave well-enough alone, and this is especially true when it comes to posthumous superstars. While it's nice to sometimes get a treasure album of unearthed B-sides and other recordings after a beloved musician has passed, where do we draw the line?
For me, it's the latest Hologram Tours trend that has been slowly springing up over the last few years.
At Cochella 2012, everyone was gobsmacked when a seemingly revived-from-the-dead TuPac Shakur strolled on the stage to greet the audience. "What the f@#k is up, Cochella?!" While it turned out to be digital film of an actor and old footage of the rapper animated onto the head, complete with new voice impersonations.
That was only the start, now fans, old and young, can witness Roy Orbison, Frank Zappa, Billy Holiday, and Ronnie James Dio (of Black Sabbath fame) um.. in the flesh? at a.. uh.. live concert?
These aren't the only recreated acts to be found. There have already been 'events' featuring holographic guests like Elvis Presley and Michael Jackson. And let's not forget that Justin Timberlake Superbowl Halftime show that used holographic representations of The Former Artist Formerly known as Prince against his wishes...
And for me, that's where the line in the sand should be.. respecting the wishes of these late-greats that we adore and love.
This is a troubling trend that doesn't seem to be going away. Don't get me wrong, I'm excited about what Hologram technology might mean for cinematographic experiences, or even museum-goers. I think it would be great to see Mozart play "The Magic Flute," or to croon along with Frank Sinatra while visiting the Hoboken Historical Museum.
But what's happening with Amy Winehouse and Whitney Houston isn't for accolades, historical or educational purposes. No, what's behind the pomp and parade of these deceased artists hologram tours is one all-powerful driving force.. cash..Johnny? No.. more like Benjamin.. lots and lots of Benjamins..
The crutch behind Amy Winehouse's upcoming tour is.. Mitch Winehouse, her father, and primary caretaker of her estate! Similarly Whitney Houston's tour is being heralded by.. Pat Houston, sister-in-law and executor of Whitney's estate. Zappa's son Ahmet Zappa is touting his father's Hologram Tour. He also happens to be executor of the Zappa Family Trust..
...See the theme here?
It seems like such a cash-cow industry that even celebrities who are NOT dead are doing Hologram Tours.. The very much alive ABBA is running a Hologram Tour later this year. And, at a sold-out show in London, over 3000 fans went wild at a Hologram Concert featuring anthropomorphic virtual idol, Hatsune Miku.
But I think we should take a good hard-look at the implications of what this all means for the future. Johnny Vitale of 34th st summed up my sentiment nicely..
Art, music, and performance are a personal expression of the individuals who create them. Thus, there’s an inseparable humanity to these works. Especially with live performances, a musician can interact with an audience, feed off their energy, and edit their sets according to what they are feeling in the moment.
Holograms ignore these creative freedoms and reduce an artist’s image to a stale derivative of past performances. The performers are being grave–robbed of their agency by the writers and producers of these shows who are essentially co–opting their narrative and building upon their legacy with the use of their image.
What do you think? Are you excited about seeing your favorite deceased artist up onstage again in the lime-light? Or so we respect this artists who gave us so much by leaving them be? Please let me know your thoughts in the comments below!