Published On: Wed, Nov 29th, 2017

Why a YouTube of AR won’t be YouTube

Matt Miesnieks is a partner during Super Ventures.

A confederate of years ago when we was operative during Samsung, around a time a GearVR was being launched, there were lots of ideas drifting around per a services to offer alongside a device.

Many (most) of these ideas were associated to hosting 360 Video content, and a trainer David Eun (ex-YouTube) mostly reminded everybody that YouTube will be a YouTube of VR. He meant that a calm on this new VR height gave a identical adequate knowledge to existent video content, that a new use couldn’t contest with a incumbent. It incited out he was flattering many right.

I don’t consider this is going to be a box for AR. we consider there’s a genuine disproportion in that AR represents a new mass-medium, not a new form of a stream medium.

This means that a iTunes of AR, utterly presumably won’t be iTunes. It will be an AR-Native application that changes a approach we knowledge art entertainment. iTunes might adapt, yet that’s not guaranteed during all…

So given is AR opposite to VR Video?

The disproportion is that VR Video is radically a same aged 2D video we know adore yet super-duper far-reaching shade (so far-reaching we have to demeanour laterally to see it all). It isn’t a new thing. AR is a new thing. For a initial time, a media is gifted as partial of a real-world. Context is a new attribute.

It’s multi-sensory, dynamic, interactive and now can be in my vital room or a travel and a change in context changes a knowledge entirely. To illustrate a difference, if we knowledge Star Wars in a cinema or even VR, we are “escaping” to another star where we are enthralled in that universe. But it’s been a genuine plea to move Star Wars to AR in a approach that’s not a novelty, given we need to somehow understanding with a cognitive cacophony of “why is R2D2 in my kitchen”?

The context changes a experience.

If we demeanour during music, a approach we knowledge strain will potentially change due to AR in a identical approach to a approach strain altered when recordings were invented, or a walkman. In one cadence a context in that we gifted strain altered entirely. Inventions like a iPod, Radio or streaming didn’t unequivocally change a middle over adding quantity, yet going from live to take-home (gramaphone) , or from at-home to out-and-about (walkman) altered a knowledge wholly given a context in that we gifted a strain changed.

With AR, we’re going to knowledge strain and art (static or interactive) in context with a lives. AR can adjust a “real-world” to let us live a romantic landscapes we suppose when we hear a favorite track. Katy Perry fans might see their universe literally turn a tiny some-more neon when her strain comes on. The drum line from a strain that happened during a poignant time of a lives might subtly play in a credentials when we are circuitously that place or if identical contextual conditions are triggered (a date/time, or a chairman nearby?).

In a previous post I talked about how AR + Blockchain has a intensity to re-enable nonesuch in a digital world. This is one of a many absolute mercantile disrupters that AR will enable, and still really few people are meditative deeply about it. This could play out by certain forms of digital travel art starting out pixelized and usually apropos “hi-res” after a certain series of people see it (or a reverse, and it can spoil over time as some-more people see it, usually a initial 50 get a full experience… ). Digital paintings (or sculptures) can be cryptographically approved as a singular book “original” and all copies are degraded slightly.

This is going to radically change a approach we knowledge (and create) art.

What will it meant to have a strain and visuals in-context?

How we now request context to strain to urge a experience. User Generated Context…

When we consider about strain or art and context, there’s an instance that we’ve all experienced. Compare a disproportion between listening to strain during home vs sitting on a beach unaware a nightfall and selecting a lane that’s ideal for that moment. That’s a approach in that context is a partial of a experience, and emotionally improves it, and in a tiny approach a ensuing knowledge is a partnership between we a artist.

AR takes this to a whole new level. An AR device will have a larger recognition of a real-world than any smartphone can have. This means that a ability to compare (either automatically or manually) a strain or picture (or visible effect) to a moment, is distant larger than usually selecting a lane from a playlist.

Artists are now means to give some-more control over to a audience, so a knowledge can be distant some-more personal. This could engage a stems, joining sounds or visuals from an manuscript to particular objects or subtly chaging a ambience of an whole room (imagine an iPhoneX character face-mask, yet practical to your walls ceiling). We have combined context in a past by origination a mix-tape (async creation) or a Spotify playlist/feed (near real-time) yet when a context becomes practical in real-time and is shared, that is local to AR, afterwards new forms of collaborative countenance emerge.

I trust it opens a doorway for a new form of Open Source transformation to emerge. For many years a coder (or company) would write a code, and recover it underneath their name. You could buy it and use it, yet that was it. Open source meant that creators could tell both whole products as good as a components that done adult those products. The GPL looseness meant credit was famous (though remuneration was cryptic pre-bitcoin). Further, when good creators (both famous unknown coders) were means to emanate together building on any others work, distant improved products were invented. Today open source program underpins roughly a whole Internet.

Today art and calm are combined in a really identical approach to a sealed source model. An artist or label/studio produces a product we devour it a approach we are told. There’s really tiny range for a assembly to request their possess context, or to reuse components into a reimagined countenance (sampling being an exception, and again credit payments are a plea to contend a least). User Generated Content web-platforms went partial approach towards origination origination a 2-way collaboration, and AR can finish that journey.

From Art being a immobile “created done” routine usually involving a artist(s), it now becomes a vital routine involving artist and audience. The routine itself, a complement or a formula and a assets, becomes a art.

The one area currently where a artist and assembly roughly emanate together is during a live concert. This is where a context of a audience, stream amicable environment, continue etc all come together to make something singular and larger than a sum of a parts. The vast opporunity for AR is that currently there is no approach to bond with a assembly digitally in that impulse of a common heightened romantic experience.

The throng all use their general camera apps, yet that information is “single user”. The intensity to use an AR-enabled smart-camera app, that can yield additional layers of context (live information feeds, responsiveness to what others in a throng or remotely are doing, protracted theatre shows etc) and afterwards constraint all a information around that, and package it into a take-home knowledge is intensely compelling.

The fact that real-world context is the defining evil of AR, when practical to art content, it’s healthy that a disproportion between a creator and a assembly will be distant reduction transparent in a future. Like open source software, enabling creators to simply build on any others work will meant even larger things are created.

Who is going to figure this out?

I can tell we who wont figure it out, and that’s a selling arms of labels and studios! Nearly all I’ve seen so distant per music/art in AR has been regulating a middle as a novelty-based selling channel to foster “the genuine product” that is a YouTube perspective or Spotify listen. A Taylor Swift Snap filter, or volumetric video of a piano performance replayed in my bedroom is usually perplexing to fist a aged middle into a new, like enclyopedias edition on a web before wikipedia came along. It’s dinosaurs confronting a ice-age. What are a AR mammals?

I consider we’re going to see some fast expansion as artists examination directly in AR. The symbiosis between a artist and a toolmaker is going to be an impossibly critical attribute over a subsequent few years. I’m starting to see immersive toolmakers replacing stairs of existent artistic workflows, or artists struggling to demonstrate their AR ideas with wanton tools, or (sadly) some high form artists let their labels examination for them. Occasionally I’ll accommodate someone like Molmol Kuo Zach Lieberman from yesyesno who can both emanate a collection and a art, and they are doing belligerent violation work.

Startups like are assisting artists bond with new camera centric collection during both live events and in unchanging life. The GlitchMob in LA are also pulling new ideas around strain and AR and fusing mediums. TiltBrush is anticipating cracks to shun from VR into AR. My mother Silka Miesnieks is also exploring this universe of enabling artistic and artistic countenance by her work heading a Adobe Design Lab. It’s a cambrian blast of ideas right now.


There’s one startup that excites me some-more than all a others I’ve seen though, and that’s Fantom and Sons Ltd from a UK. In my opinion, they have all a pieces to natively adjust to this new medium. To me they demeanour like a initial reptile of a AR content/art eco-system.

Fantom launched a elementary smartphone app final year that served as an examination to countenance some ideas around merging visible and audio components into an romantic feeling experience, and to support a preview of some new music. The association is still in semi-stealth mode, and will announce skeleton in some some-more fact soon, yet we have some accede to share given Fantom excites me privately (without giving divided any sum of what’s entrance in 2018!).

Fantom is co-founded by Robert Del Naja who is improved famous as a co-founder of Massive Attack.

While celebrities removing into tech startups isn’t a new thing, what many meddlesome me in what Fantom was environment out to grasp was that listening to Rob share his vision, it was transparent that he truly was meddlesome in a new middle and how new forms of artistic countenance could be enabled, to tip a energy change of a attention to some-more directly bond artist to assembly (and in fact fuzz a lines ). This isn’t a selling exercise, and a whole group had a really mature picturesque plan that was impossibly ambitious. AR isn’t a gimmick, yet one pivotal enabler, along with strain stems, a blockchain and several others to build a product that could turn a height for this new medium, to capacitate all artists. Musicians, visible artists and coders.

The other dimension that gives credit was that Rob’s career has been tangible by extraordinary collaborations, minimal ego, clever domestic values and fusing opposite low-pitched styles and mediums to emanate art that has resonated globally. The fact that visible art has also been a vast partial of Robs life given a commencement usually adds to a healthy fit between AR and Fantom. There’s a lot of seductiveness from high form musicians around AR, yet to me many of them seem to be chasing a subsequent glossy thing, while Fantom feels like a healthy subsequent step in a prolonged and successful artistic career.While Rob is a artistic executive of Fantom (and not in a Will.I.Am-at-Intel clarity artistic director, yet indeed hands-on formulating himself and directing other extraordinary artists!), this isn’t a luminary project, and Marc Picken, Andrew Melchior, Robert Thomas, Yair Szarf, The Nation and a whole group are building a startup to attain with or though any one particular and to offer a whole industry. Fantom’s goal is to build a height to capacitate artists to emanate good art in this new medium, ensuring all contributors are famous though tying artistic expression. Massive Attack will usually occur to be a initial rope to build on a platform.

The list of collaborators and friends that are meddlesome in operative with this plan ensures an extraordinary initial few years are ahead. Far over Massive Attack. Not usually in terms of guaranteed exposure, yet in a ability of a worlds biggest visible and strain artists to be hands-on defining this new greenfield medium, and new and rising artists being means to work with a same collection and resources though restrictions. This isn’t going to be Tidal for AR, perplexing to attain by luminary licencing and blurb leverage, yet instead a place for artists who wish to conclude a genre to find like-minded collaborators and a best toolmakers to capacitate them.

There’s support from vital attention partners entrance together, including to assistance pull out a boundary of a AR experience. Fantom is actively looking for good technologists to work with (either coder-artists like Zach Molmol to confederate their tools, or UK formed engineers who might wish to join a group full-time) and artistic artists who wish to emanate on a height and try what AR-Native means for their art.

AR as a new middle is both visible and auditory. There are really few universe category artists who can do both


When a new middle emerges, like a Web did, it’s a artists who conclude a early interactions and successes, not a MBA’s. Fantom is special in that a coders are usually as many a partial of a artistic routine as a musicians or painters.

2018 is going to be an sparkling year. I’m vehement as an businessman during a awaiting of widespread vast companies like YouTube or Spotify apropos unprotected to new forms of foe for peoples hearts and minds.

But I’m even some-more excitied that a approach we knowledge a art and artists we adore will be even some-more engrossed into a daily lives. Where once a “collaboration” with a artist was singular to selecting where to listen to a song, now it will be even some-more personal powerful. The act of formulating and experiencing a creations of others is one of a core aspects of being tellurian that AI and Robots can’t replace. This is an area where AR truly can urge amiability and a lives will turn richer by a work that we all can do on platforms like Fantom.

Thanks to Silka Miesnieks for assistance scheming this article

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