The World's Largest Creative Industry Festival
'South by Southwest' Held
Jeon Jin-su, Head of SKT MR Service CO,
Introduces 'K-pop and VR·AR Integration Cases' as Panel Speaker
[Asia Economy Reporter Cha Min-young] "As the metaverse (3D virtual world) era arrives, holograms will play the role of a game changer."
The world, which was disconnected due to COVID-19, is now being connected through virtual reality (VR) and augmented reality (AR) technologies. One of the fastest adopters of future technology is the show business sector represented by K-pop. SK Telecom’s dedication to developing volumetric technology stems from recognizing the importance of technology in the cultural industry.
On the early morning of the 17th, Jeon Jin-soo, Head of SK Telecom’s MR Service CO, participated as a panelist in an online session of the world’s largest creative industry festival, South by Southwest (SXSW), introducing cases of K-pop industry integration with VR and AR technologies.
South by Southwest, which gathers IT, music, and film professionals from around the world, was held online this year instead of the offline event in Austin, Texas, USA. The event, which usually attracts about 300,000 visitors annually, took place over five days from the 16th to the 20th.
The session attended by Head Jeon was titled "Holograms Are Here: Changing Music and Art," featuring industry experts from Microsoft (MS), WXR Fund, 1RIC, and others. The enthusiasm of the global audience was high, with over 500 pre-registrations.
Head Jeon said, "In the past, fans had to attend concerts in person or use traditional media platforms like TV and YouTube to meet their favorite stars. Since COVID-19 last year, fans can now breathe and coexist in the same space as stars through VR and AR technology."
The volumetric capture technology he introduced has been widely used in online and offline concerts since last year. This technology films a performer from 360 degrees and converts it into 3D, enabling viewers to experience immersive 3D virtual experiences. For example, BTS member Suga, who had difficulty performing on stage due to shoulder surgery, made a surprise appearance in hologram form at the Mnet Asian Music Awards (MAMA), attracting attention. K-pop stars such as DJ Raiden, Super Junior member Choi Si-won, and The Boyz also amazed fans by using holograms in concerts.
Head Jeon explained the recent welcoming of such technology by saying, "Artists are amazed by the vast amount of content and potential that technology can deliver. I believe new technology transforms them to be more passionate and proactive."
On the 17th, an online panel discussion is underway in the 'Holograms Are Here: Changing Music and Art' session at South by Southwest, the world's largest creative industry festival. From the first photo on the left, clockwise: Jason Waski, Creative Director at Microsoft; Asad Malik, CEO of 1RIC; Jinsoo Jeon, Head of MR Services at SK Telecom; Amy Rameyer, Managing Partner at WXR Fund.
From the perspective of companies and producers, the development of related technologies is also welcome. It saves costs on offline concerts, which are one-time events. Additionally, virtual experiences have no spatial or temporal constraints, allowing repeated reproductions multiple times. It also becomes possible to showcase artists simultaneously worldwide using virtual avatars.
It is also being used as B2C content for general consumers. SK Telecom’s representative AR platform, "Jump AR," collaborated with professional baseball teams to produce volumetric content of players so that fans can encounter them in everyday life. They also introduced the sports reality TV show "Witches," where famous celebrities take on various challenges. Virtual world fan meetings are also possible.
However, since the technology spectrum is very diverse, improvements are needed. The industry’s failure to enter a mature stage is also a problem. He pointed out, "It is important to create synergy by leading cooperation across various industries rather than having one organization take full responsibility."
With the advent of the metaverse era, things like those in science fiction (SF) movies are expected to become reality. Head Jeon predicted, "Holograms will play the role of a game changer. In the near future, wearing AR glasses, we will be able to talk as if we are right in front of each other, even when in different places."
Like Wade Watts, the protagonist of the SF movie "Ready Player One," which depicts future society in 2045, it will become possible to spend most of the day in the virtual world. He expressed his expectations, saying, "Such experiences are gradually becoming reality, and I am confident that mixed reality will become our daily life."
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