AV Concepts: The Company Behind the 2Pac Coachella Hologram
Tupac Shakur made an unforgettable appearance at Coachella last night.
Thanks to the masterminds at AV Concepts in San Diego, the loved and deceased Shakur closed out the Dr. Dre and Snoop Dogg set.
In an interview with MTV, AV Concepts President, Nick Smith states,
…we worked with Dr. Dre on this and it was Dre’s vision to bring this back to life,” said Nick Smith, president of AV Concepts. It was his idea from the very beginning and we worked with him and his camp to utilize the technology to make it come to life.
Here’s the link for AV Concepts, but with all the buzz about last nights show – the site seems to be down!
In a post on the AV Concepts site, they explain in a bit more detail what it took to bring 2Pac on stage:
After months of design, engineering, and creative consultation, AV Concepts delivered a perceived 3-dimensional, life-sized holographic projection of Tupac to perform on stage with Dr. Dre and Snoop Dogg during the renowned desert festival.
Utilizing the Musion® Eyeliner™ system, the 30′ x 13′ screen was customized by AV Concepts to descend onto the stage in mere seconds between sets of the performance to bring the infamous, deceased singer back to life. The most critical technical element was AV Concepts’ proprietary Liquid Scenic server that delivered uncompressed media for 3 stacked 1920 x 1080 images, delivering 54,000 lumens of incredibly clear projected imagery that was described as “breathtaking” by numerous media sources.
AV Concepts provided consultative support to award-winning visual production house Digital Domain who delivered the life-like imagery that was critical to the success and impact of the performance. The performance amazed thousands of Coachella festival-goers as well as online fans.
Also in that MTV interview, Smith stated that it took his team four months to create the hologram. A typical hologram can go for anywhere between $100,000 and $400,000, but Smith wouldn’t reveal how much it cost. Instead, he said that his company can recreate deceased persons and recreate them in the studio.