Visualising Audio in the Digital Landscape: VERSION
At the intersection of music, art, film, and blockchain technology, Version stands bold. A recently launched – and already thriving – creative music platform, Version showcases musicianship at its best. Bridging the gap between live performances and the modern listener, they’ve introduced something totally new and undoubtedly exciting.
Ian Mann, who runs Version with partner Andy Sweeting, told us: ‘Version began over lockdown. Musicians couldn’t play but people obviously still craved live music. We had this idea to find atmospheric locations and record live sessions with professional production to showcase talent. We wanted to give artists their voice back. We’re now aiming to bring these live shows to the masses with our platform and films.’
So far the team at Version have created some startling audio-visual works of art in tastefully selected settings. Their backdrops range all the way from industrial warehouses to imposing churches, each one a cohesive and coexistent creative choice which elevates the artist presence. Recorded live performances frequently feel void of the personal flair, and the background tends to be a tangle of cables and broadcasting equipment, but Version capture the true essence of musicians with their approach.
Their backdrops range all the way from industrial warehouses to imposing churches, each one a cohesive and coexistent creative choice which elevates the artist presence.
‘Listeners are conscious that they can’t always attend live gigs’, Ian added, ‘The experience of watching live music digitally and interacting with musicians is often not great. So by making our bespoke Version performances we’re aiming to change how listeners enjoy live music. Our sets aren’t cut or manipulated, they’re the real thing and a complete collaboration between us and the musician.’
Version work directly with talent, giving them access to the team’s integrity and creativity – these are genuinely collaborative projects. And this drives the absolute originality of each release that they create. The bespoke nature of each location, performer and creative direction is an example of original thought. Location, art direction and NFTs (released alongside the performances) all have a distinctive Version flavour to them, though they are never repetitive. The individuality of the musician always shines through.
‘You can see pop acts, recorded live music and performances anywhere online these days,’ Ian acknowledges. ‘But what we’re doing with Version is taking the best players, the players we respect the most, and bringing their talents to a completely new audience. When we have all this technology available it feels such a shame to let live music remain as such an under-utilised area on platforms and blockchains.’
‘When we have all this technology available it feels such a shame to let live music remain as such an under-utilised area on platforms and blockchains.’
Soon enough Version are launching their full platform, with live sets, artist profiles, and tailor-made artwork, but you can find the first videos on their channel and socials. Invite some friends round, stream a gig, and have your own private party without forfeiting any of the live music magic that makes a IRL performance so enchanting. Staying in or going out, either way, you still get to feel that live concert energy.
@version_musictv
*This is a sponsored article
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