Latvian musician and producer Gustavo is offering fans and industry observers alike a rare, unfiltered glimpse into the creation of a large-scale arena show with his new concert film, “Now Just Began: Exelis & Art.” Premiering in Riga on April 23 and subsequently in other Latvian cities, the film documents the journey behind Gustavo’s December 6 arena show, “Now Just Started,” held at Riga’s “Xiaomi Arena.” The film promises to be more than just a concert recording; it’s a deep dive into the creative and logistical challenges of mounting such an enterprising production in the Latvian music habitat.

For U.S. audiences, this story offers a captivating parallel to the autonomous music scene here. While the budgets and scale might differ from major label productions in the U.S., the dedication, passion, and resourcefulness required to bring a creative vision to life resonate universally. Think of the countless independent artists across the U.S. who self-fund tours,record albums in DIY studios,and build their fanbase through grassroots efforts – Gustavo’s film captures that same spirit.

Check out the movie trailer:

A Behind-the-Scenes Look at Latvia’s Music Industry

According to Gustavo, the impetus for the film came early in the production process.”In planning for the arena show that took place since the beginning of last year, we started documenting the work process, discussions with potential technical providers, guest soloists and musicians involved, together with director Richard Geo,” Gustavo explains. “The film’s idea came well before I was facing a variety of organizational and creative challenges. I felt that it is important to show these big projects from different viewing points,as it also affects many contemporaries in the music field.”

The film, co-directed by Rihards Gēcis, Juris Matuzelis, and Gustavo himself, aims to explore the “phenomenon of the Latvian music environment.” It delves into how teams collaborate to execute a large-scale show for a single performance, highlighting the “great artistic ambitions, perseverance and ability to move towards a common goal, even when the visions of the participants are not at all” aligned. It’s a story about the dedication of Latvia’s creative industry, even when facing “market and budget restrictions.”

the documentary format allows viewers to witness the raw, frequently enough unseen, aspects of music production. this aligns with a growing trend in music consumption, where fans crave authenticity and connection with artists beyond polished recordings. In the U.S., we see this with the proliferation of behind-the-scenes content on platforms like YouTube and Patreon, where artists share their creative process, struggles, and triumphs with their audience.

Consider the case of Amanda Palmer, an American performer, who uses Patreon to directly fund her artistic endeavors. By offering fans exclusive content and insights into her creative process, she has built a strong, loyal community that supports her work. Gustavo’s film appears to be tapping into a similar desire for clarity and connection within the Latvian music scene.

Questions of Sustainability and Artistic Impact

Gustavo’s film doesn’t shy away from challenging questions. It probes the “sustainability factors” of such enthusiastic endeavors and the “victims” they may require. It also explores how the creative process is influenced by the increasingly short lifespan of songs in today’s music landscape.

These are questions that resonate deeply within the U.S. music industry as well. The rise of streaming services has fundamentally altered the economics of music, making it harder for artists to earn a sustainable living. The constant pressure to create new content to stay relevant on platforms like Spotify and Apple Music can lead to burnout and compromise artistic integrity. Gustavo’s film, by addressing these issues in the Latvian context, offers valuable insights that can be applied to broader discussions about the future of music worldwide.

Premiere and Availability

The film premiered on April 23 at the Splendid Palace cinema in Riga, followed by a screening in Ventspils on April 26 at the Rio cinema. In May, “Now Just Began: Exelis & Art” will be available to all LMT Smart TV users.

Key Personnel

The concert film was directed by a collaborative team:

• Rihards Gēcis
• Juris Matuzelis
• Gustavo

Comparing U.S. and Latvian Music Industry Dynamics

While separated by geography and market size, the U.S. and Latvian music industries face some similar hurdles: discoverability in a crowded marketplace, pressure to constantly produce new content, and the challenge of monetizing music in the digital age. However, the Latvian scene likely grapples with additional resource constraints compared to its U.S. counterpart.

the Rise of Music Documentaries

The release of “Now Just Began” aligns with a growing appetite for music documentaries. Films like “Amy,” “Free Solo,” and “Homecoming: A Film by Beyoncé” have achieved critical and commercial success, demonstrating the power of storytelling in the music industry. These documentaries offer audiences an intimate look into the lives and creative processes of musicians, fostering a deeper connection and gratitude for their work. Gustavo’s film joins this trend, providing a unique viewpoint on the challenges and triumphs of the Latvian music scene.