|Title||PERFUME AT SXSW|
|Brand||AMUSE / UNIVERSAL MUSIC|
|Product / Service||PERFUME|
|Category||B07. Broadcast Design and Graphics|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company||DENTSU Tokyo, JAPAN|
|Advertising Agency||DENTSU Tokyo, JAPAN|
|Production Company||P.I.C.S Tokyo, JAPAN|
|MIKIKO||elevenplay||Stage Direction, Movie Direction and teaching|
|Daito Manabe||Rhizomatiks Research||Programmer,Technical Director,Creative Director|
|Kaoru Sugano||DENTSU INC.||Producer , Creative Director|
|Yuya Hanai||Rhizomatiks Research||Camera system Developer, Programmer|
|Motoi Ishibashi||Rhizomatiks Research||Technical director|
|Takahiko Kajima||P.I.C.S.||Movie Producer|
|Satoshi Horii, TAKCOM||Rhizomatiks Research, P.I.C.S. management||Motion Graphics Direction|
|Kazumasa Kimura, Akira Miwa||TAKCOMSTUDIO, Ray||CG Design|
|Akira Iio||Ray||CG Produce|
|Hirock Kimura||Rhizomatiks Design||Type Design|
|Hikaru Ikeuchi, Kohei Ai, Nao Wakamatsu||DENTSU INC., DENTSU TEC INC., DENTSU TEC INC.||Producer|
|Kana Yamada||DENTSU TEC INC.||Project Manager|
|Masahiko Uchiyama / Masahiko Kobayashi||Stage Direction / PA|
|Sachiko Matsui / Kazuhide Tsunemi||Lighting / Manipulation|
|Shinichi Miter / Masako Osuga||Stylist / Makeup|
|Yuki Shimajiri / Yae-pon||Hair stylist / Wardrobe|
|Masanori Shibamoto, Ryo Nagasawa||DENTSU TEC INC.||Live streaming|
|Hirotaka Nanjo, Kenji Koyasu, Naotake Sato, Tetsuya Morioka, Hiroshi Watanabe, K||Recording|
|Muryo Homma, Shintaro Kamijyo, Youichi Sakamoto, Momoko Nishimoto, Katsuhiko Har||Rhizomatiks, Crescent,inc.||Technical support|
Our mission was to invent an unprecedented performance utilizing the specs of the tiny live house for Perfume, who performs in only large-scale venues. And, to create stunning live stream experience for the numerous fans around the world who could not be there.
Perfume is the most famous techno-pop group in Japan. They appeared as a headliner on the opening day of SXSW Music, which was the final day of Interactive. People from the global music industry technologists, investors, and media artists leading the tech industry are gathered. We needed to attract both audience, and create new fans all over the world.
While Perfume has taken on many challenges, they broadcast live a new and unique performance for their fans around the world. Creating an experience unlike that of attending the live performance in person involved the use of cutting-edge AR and video composite technology. The live broadcast images were something completely new, traveling seamlessly between real and virtual worlds.
Many people around the world saw the broadcast of this performance. The number of views for the archived version also grew significantly during the one month it was made available. It was covered by Wired, the Huffington Post and many other media outlets, and garnered many comments on social media as well. Perfume came in third on Twitter among the artists most mentioned during SXSW.