Hard Rock Ambient Visuals Project
The Challenge:
Hard Rock International operates over 19 hotels and casinos and 175+ cafes worldwide. Each property uses televisions extensively to broadcast music videos and current events. The challenge was to provide ambient moving image art for broadcast alongside unsynchronized music – thus expanding the visual experience while allowing for more flexibility in music programming.
The Solution:
Blackchair worked with Hard Rock music programmers to develop a matrix of ambient moving image art based on mood and beats per minute. We then worked with Hard Rock’s digital signage and music services to ensure that the visuals were automatically and properly programmed based on the selection of music. Each Hotel and Cafe property are “DJ’d” by a local vibe manager so our moving image art needed to be as flexible as possible.
The Benefit:
Through the collaboration, televisions and digital signage are currently on display throughout Hard Rock Hotels, Casinos and Cafes,
exhibiting compelling moving images harmonized with some of the most captivating tunes. Increasing the visual experience beyond music videos, Hard Rock fans are experiencing an artistic “new age” twist on some of the world’s most influential music from emotional ballads to electrifying jams.
Quote from the Customer:
“As a forerunner in the curation and distribution of moving image arts, Blackchair is the perfect partner for Hard Rock International,” said John Kirkpatrick, head of music and artist relations at Hard Rock International. “Blackchair’s ability to understand our customer base and aesthetic approach produced impressive results and we look forward to continually evolving the relationship between music and visual arts together.”
Quote from Microcinema:
“Hard Rock International is an exciting venue for us to display our ambient visuals, especially as the importance of digital signage spreads across the globe,” said Patrick Kwiatkowski, Co-Founder of Blackchair Digital. “Hard Rock’s pioneering desire to generate a dynamic and changing environment via on-screen moving image art posed an opportunity to strengthen the brand while introducing an entirely new user experience.”
Works currently featured in this collaboration were created by internationally acclaimed moving image artists:
Didier Feldmann – http://www.videopaper.net/
Kasumi – http://kasumifilms.com/
Evan Mather – http://www.handcraftedfilms.com/
Scott Pagano – http://www.neither-field.com/
Suryummy – http://suryummy.tv/
Rob Tyler –http://vcr100.com/
image: courtesy of Kasumi
