Jack Gaby’s ‘Made You Look’ Music Video Blends Augmented Reality, Shanghai Streets
Musician and creative Jack Gaby releases a visually striking music video that explores the intersection of digital identity and real-world environments.
Augmented Reality Meets Shanghai’s Bustling Streets
Musician Jack Gaby is making waves with his innovative approach to music videos.His latest project, “Made You Look,” sees Gaby directing himself in a visually arresting piece that combines augmented reality (AR) with scenes from the vibrant streets of Shanghai. The video, crafted for a song exploring attention as a commodity in today’s digital age, leverages lo-fi aesthetics and a unique blend of real and virtual worlds.
Gaby, who describes himself as “a self-described nerd at heart,” drew inspiration from an unexpected source: a phone app that creates 3D models from real-world scans. “Almost immediately, I knew I had to try inserting my polygonal self into real streetscapes and was so captured by the strangeness of the scenes I had to take it further,” Gaby said. This fascination led him to experiment with AR,placing his digital avatar in various urban settings.
Inspiration from Lo-Fi Aesthetics and Eric Wareheim
The video’s distinct visual style is influenced by the work of Eric Wareheim, known for his deliberately over-the-top and “obviously fake” lo-fi effects. Gaby explained, “In terms of other works, I’ve always been inspired by the music videos by Eric Wareheim, where the lo-fi effects are not subtle or hidden in the slightest, but over-exaggerated and obviously fake.” This approach contributes to the video’s surreal and captivating atmosphere.
Capturing Attention in the digital Age
Filmed in Shanghai, a global hub of technological innovation and urban life, “Made You Look” aims to reflect the ever-present competition for attention in the digital sphere. Gaby shared his vision: “I thought the bizarre glitchy crossover of digital me hanging out on the irl streets was a perfect pairing.” The video features Gaby’s AR avatar interacting with real-world locations, creating a disorienting yet intriguing experience for viewers.
One particular scene stands out: “I found my favorite shot in the Shanghai Apple Store, there were a bunch of people in a circle wearing VR headsets and looking into the middle where I placed the bath model, as though they were watching me. It looked so ridiculous,” Gaby recounted. This juxtaposition of virtual and physical realities perfectly encapsulates the song’s themes.
The Unplanned Moments of Creativity
Gaby emphasizes the importance of spontaneity in his creative process. “I don’t like to plan videos too much,I find most often the best shots are just stumbled upon,” he said. This approach allows for unexpected moments of brilliance and adds to the video’s authentic feel.For example, some of the most compelling scenes arose from simply exploring Shanghai with his AR app and capturing what felt right in the moment.
The use of AR also led to some amusing and surreal personal experiences. “There were a few moments where I looked through my phone camera, saw myself taking a bath in public, freaked out for a second, then calmed as my brain remembered it wasn’t real,” Gaby explained. “It’s a very odd feeling to be behind and in front of the camera simultaneously occurring.”
Counterarguments and The Evolution of Music Videos
While some critics might argue that the lo-fi aesthetic and reliance on AR are gimmicky, gaby’s work demonstrates a thoughtful engagement with contemporary issues surrounding digital identity and attention economics. The video’s success lies in its ability to blend these elements into a cohesive and thought-provoking artistic statement. Moreover, the accessibility of AR technology allows independent artists like Gaby to push the boundaries of music video production without needing massive budgets.
The trend of self-directed music videos is also growing, empowering artists to have greater creative control over their work. This shift reflects a broader movement towards democratization in the arts, where individuals can leverage technology to bring their visions to life.
FAQ: Augmented reality and Music Videos
| Question | Answer |
|---|---|
| What is augmented reality (AR)? | Augmented reality is a technology that overlays computer-generated images onto a user’s view of the real world, providing a composite view. |
| How is AR used in music videos? | AR can be used to create surreal visuals, add interactive elements, and enhance the storytelling in music videos. |
| What are the benefits of using AR in music videos? | AR can make music videos more engaging, immersive, and visually appealing, helping artists stand out in a crowded market. |
| Is AR technology accessible for independent artists? | Yes,many user-friendly AR apps and platforms are available,making it easier for independent artists to incorporate AR into their music videos. |
| What are some potential challenges of using AR in music videos? | Challenges may include the learning curve associated with AR software, the need for reliable technology, and ensuring the AR elements integrate seamlessly with the real-world footage. |
How accessible is AR technology becoming for independent artists looking to incorporate it into their music videos?
An Interview with Jack Gaby on “Made You Look”: Augmented Reality’s Impact on Music Videos
Archyde News editor, sarah Chen, sat down with Jack Gaby following the release of his music video, “Made You Look,” to discuss his innovative use of augmented reality (AR) in music video production.
Sarah chen: Jack,congratulations on the release of “Made You look.” The video is visually stunning! Can you tell our readers a bit about the inspiration behind it and the decision to incorporate AR so heavily?
Jack Gaby: Thanks, Sarah! The initial spark came from playing with a 3D scanning app on my phone. I was fascinated by the idea of inserting my digital self into real-world environments. From there, the theme of attention in the digital age really resonated, and the AR concept felt like the perfect blend of tech and message.
Sarah Chen: The lo-fi aesthetic is very intentional, drawing inspiration from Eric Wareheim. How did that style choice contribute to the overall impact of “Made you Look?”
jack Gaby: the lo-fi approach was crucial. I wanted the imperfections to be obvious, almost drawing attention to the artifice of the digital self. This exaggeration mirrors the way we often project curated versions of ourselves online. It’s meant to be a bit absurd, really!
Sarah Chen: Shanghai provides a compelling backdrop for the video.What drew you to that particular city,and how did the environment influence your creative process?
Jack Gaby: Shanghai is a hub of both cutting-edge technology and buzzing urban life,which aligned perfectly with the thematic concerns of the song. Exploring the streets, I constantly found unexpected visual hooks like my favourite shot in the Apple store. It felt like the city itself was a character in the video.
Sarah Chen: The creative process seems quite spontaneous. How crucial was improvisation in making “Made You Look” a reality, and were there any challenges getting the hang of the AR tech?
Jack Gaby: Absolutely! I’m a believer in letting ideas emerge organically. Much of the best footage was stumbled upon by exploring Shanghai with my phone.The AR technology had its moments,the phone would get hot,or the tracking would glitch… But all of that added character, really. It’s a very odd feeling to be concurrently behind and in front of the camera.
Sarah Chen: AR is a growing trend. Where do you see the future of AR music videos, and what advice would you give to othre independent artists looking to explore this technology?
Jack Gaby: I think we’re just scratching the surface.AR offers incredible creative freedom. For artists, my advice is to dive in! Experimentation is key. Tech like this is becoming increasingly accessible. So find an AR app, and just start playing, and get your art out there!
Sarah Chen: “Made You Look” touches on the theme of attention as currency.What is your biggest takeaway from your use of AR in this video as related to attracting viewer’s attention?
Jack Gaby: That’s a great question. My key takeaway would be the power of combining the real and the virtual is the greatest thing. I think the use of AR provided the perfect hybrid; it was about inserting the digital me back into irl, physical spaces to create something new and engaging. I think that’s key to attracting attention in the modern world.
Sarah Chen: Thank you so much for your time, Jack. “Made You Look” is truly a game-changer. Where can our readers watch the video and follow your work?
Jack gaby: You can find “Made You Look” on YouTube. You can also stay up to date on my work across my social media channels. Thank you again, Sarah!
What are your thoughts on the future of AR in music videos? Share your opinions in the comments below!
