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So the rapper 2Pac is alive after all! … at least in hologram form. For those of you out of the loop, this past week at the Coachella music festival, a hologram of Tupac Shakur performed 2 songs with fellow rapper Snoop Dog and the crowd loved every second of it – you can watch the performance on YouTube here.

The (public) company responsible for this is Digital Domain Media Group (NYSE: DDMG). In response to their stunt at Coachella, the stock shot up more than 30% in the days following in pure speculation that this technology could be monetized. The company lost 140 million dollars last year.

Is this the beginning of a new trend in live entertainment? Does anyone think this is a bad idea or borderline creepy/immoral? Also, how you feel if you were turned into a performing hologram after you died?

DDMG Chart

DDMG data by YCharts

Apparently these guys are also responsible for effect the in the movie “The Curious Case of Benjamin Button” and now they are talking about taking halo 2Pac on tour with a cast of other holographic rappers. Personally, I find it creepy that they are bringing back dead artists in such life like ways while also maintaining the power to completely censor them and change their message.

Would any of you guys be interested in seeing holograms of your favorite bands preform?

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Comments (32)

  • WallStreetOasis.com's picture

    I wonder who owns the rights to someone's hologram / image? I guess the Tupac estate ok'd this?

  • WSOusername's picture

    ^i was watching some episode of 60 minutes a while back where they talked with some guy who specialized in managing the careers of dead celebrities. this may or may not have been him...same shit though

    http://www.maxim.com/funny/man-alive-meet-the-agen...

    GBS

  • Neighbor's picture

    Me and a few friends were talking about how in a few years this will take over live performances. Why pay the artist a bunch of money when you can just hologram them on stage? This would also work for things like presidential speeches. Kinda far-fetched, but you never know.

    I didn't say it was your fault, I said I was blaming you.

  • In reply to WallStreetOasis.com
    SANCHEZ's picture

    WallStreetOasis.com wrote:
    I wonder who owns the rights to someone's hologram / image? I guess the Tupac estate ok'd this?

    I believe his estate aka his mom owns all of copyrights and trademarks... not sure if that includes his image/hologram. I read somewhere that Dr. Dre came up with the concept and found a company that could deliver on the technology so he may have asked the estate for their permission. It also seems like DDMG is running with the concept and making more hologram characters.

    its really interesting how much new technology is changing property rights. I think many of the laws will have to be re-written in the next decade just to keep up.

    WSO Writer | View my blog

  • APAE's picture

    The big concern I see is licensing. Really interesting debate -- the estate or label or family (whatever party maintains the rights to the person's character and likeness etc.) trading money for control over the (newly re-)living presence of the performer.

    Most people do things to add days to their life. I do things to add life to my days.

    Browse my blog as a WSO contributing author

  • WSOusername's picture

    Quote from the article I just posted:

    "Turns out stars can make serious bank after they’re deceased. Careers flourish, and, being dead, they need more help than ever managing their assets. John Lennon earned $44 million in 2007. Tupac Shakur pulled in a cool $9 mil. Anytime a company uses a dead celeb’s image—say, in an ad—whoever owns the publicity rights gets paid. Dead celebrities’ images are used to sell board games, fragrances, T-shirts. The top 10 dead earners in 2007 cleared $262 million."

    GBS

  • M Friedman's picture

    I believe it was a 3d type of projection and not exactly a hologram, but ya, pretty sweet. Gauging from the response at Coachella it seems as if everyone loved it.

  • Nefarious-'s picture

    this is actually technology that is about 100 years old. It is called pepper's ghost.

    http://en.wikipedia.org/wiki/Pepper's_ghost

    Here is how the tupac version worked:

    http://wac.450f.edgecastcdn.net/80450F/thefw.com/f...

    You're born, you take shit. You get out in the world, you take more shit. You climb a little higher, you take less shit. Till one day you're up in the rarefied atmosphere and you've forgotten what shit even looks like. Welcome to the layer cake, son.

  • In reply to M Friedman
    Mr. Hansen's picture

    M Friedman wrote:
    I believe it was a 3d type of projection and not exactly a hologram, but ya, pretty sweet. Gauging from the response at Coachella it seems as if everyone loved it.

    Here's the concept:

    http://i.imgur.com/hc5ln.jpg

    edit - Nefarious beat me to it.

  • cplpayne's picture

    Apple should have Steve Jobs introduce all their new products like this.....maybe too creepy though

    "One should recognize reality even when one doesn't like it, indeed, especially when one doesn't like it." - Charlie Munger

  • AndyLouis's picture

    watching right now.. this is amazing. when's the biggie performance

  • In reply to AndyLouis
    Tupac's picture

    AndyLouis wrote:
    watching right now.. this is amazing. when's the biggie performance

    man shut the fuck up biggie aint shit

  • ThaVanBurenBoyz's picture

    anaxi wrote:
    Does anyone think this is a bad idea or borderline creepy/immoral?

    Yeah, I thought it was creepy, and kinda felt bad for Snoop. I bet there were some reservations on his part.

  • In reply to Neighbor
    IlliniProgrammer's picture

    Neighbor wrote:
    Me and a few friends were talking about how in a few years this will take over live performances. Why pay the artist a bunch of money when you can just hologram them on stage? This would also work for things like presidential speeches. Kinda far-fetched, but you never know.

    Why go see a Stones concert when you can play the 8-track in your 1977 Honda Accord?

  • In reply to ThaVanBurenBoyz
    Tupac's picture

    ThaVanBurenBoyz wrote:
    anaxi wrote:
    Does anyone think this is a bad idea or borderline creepy/immoral?

    Yeah, I thought it was creepy, and kinda felt bad for Snoop. I bet there were some reservations on his part.

    Just don't bring Biggie back.

  • swagon's picture

    they need 2 bring JFK back, for my bish Maria sake

  • Gate_Crasher's picture

    The Japanese have been doing this for more than 10 years.

  • Romneybot's picture

    Yeah.... Hologram... Definitely had nothing to do with the ancient Tupac burial ground they built the stage on.

  • kmess024's picture

    When they can make holomessages like star wars, I'll be impressed.

    The Four E's of investment
    "The greatest Enemies of the Equity investor are Expenses and Emotions."- Warren Buffet

  • In reply to IlliniProgrammer
    Relinquis's picture

    IlliniProgrammer wrote:
    Neighbor wrote:
    Me and a few friends were talking about how in a few years this will take over live performances. Why pay the artist a bunch of money when you can just hologram them on stage? This would also work for things like presidential speeches. Kinda far-fetched, but you never know.

    Why go see a Stones concert when you can play the 8-track in your 1977 Honda Accord?

    The same reason why being with a girl is better than rubbing one out...

    Reminds me a little of that "S1m0ne" film by Andrew Niccol (of Gattaca fame)... Eventually we'll have fully digital and manufactured "artists" made by big studios and corporations...

  • In reply to Romneybot
    Tupac's picture

    Romneybot wrote:
    Yeah.... Hologram... Definitely had nothing to do with the ancient Tupac burial ground they built the stage on.

    It had everything to do with this.

  • atleastimnotabanker's picture

    I once saw Fedde le Grand DJing together with his hologram and giving himself a high five. It was really creapy when the real guy walked on stage after his hologram had already played for a couple of minutes

  • TonyPerkis's picture

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