Tired of seeing rows of glowing rectangles instead of smiling faces, a production company is waging war against smartphones on an unlikely battlefield: the nightclub.
The initiative comes from the London-based firm. Covertwho have introduced “Drop Highlight”, a technological solution to revive the authentic phone-free clubbing experience of yesteryear.
Aiming to curb selfie breaks and social media distractions, the company's goal is to “bring back the authentic rave culture of a pre-tech world,” they said in a press release.
Is that how it works. After entering a participating location, its staff provides attendees with a wristband containing a unique QR code that connects to the “Drop Highlight” platform. Professional videographers on site work through the night to record the content before uploading it all to the dedicated hub. Attendees can then scan their code to access and download videos the next morning.
The project is ambitious and timely. Privacy violations caused by free phone use have become one of the most explosive points in the electronic dance music community. While many argue that people should be able to ignore the devices and enjoy the spectacle, others lament the behavior for causing discomfort, especially for those who do not want to be documented in a public setting.
The problem is not endemic only to crowds. Dance music superstars MEDUZA and James Hype recently launched a concerted campaign to raise awareness about excessive recording at dance music events.
“Musicians and artists often find it discouraging to see an audience through the lens of a camera rather than through their eyes,” the DJs said at the time. “It can disrupt the intimate connection between artist and audience that makes house music such a powerful musical genre.”
Who is filming who? HOLO @ericprydz @The world of tomorrow
Amazing 3D holographic show!
It looks incredible!Just a personal comment… Do people really enjoy a performance while holding a phone?
Enjoy the experience!
-Bobcrypto13 (@bobcrypto13) July 23, 2023
By eliminating the empty impulses tied to the lurking presence of phones, Covert hopes to encourage clubbers to truly connect and experience the raw energy of the dance floor once again.
His team members traveled to last year's record-breaking Amsterdam Dance Event, the world's largest electronic music summit, to conduct surveys exploring the link between nightlife and smartphone use. The research uncovered a grim fact: it found that 89% of people would like to not use their phones, but felt the need to capture moments for social media.
They then partnered with Rhythm Horizons, a London-based house music event promoter, to develop a proof of concept in December 2023. After establishing open signage and informing door staff to communicate the “no filming” stance “of the event, 95% of attendees complied, according to Covert.
Rhythm Horizons finally extended the partnership and has now committed to implementing “Drop Highlight” on its sample in London throughout 2024.
“We're solving the problem of drastically limiting the use of cameras on the dance floor so attendees can enjoy all the magic of live events,” explained Covert producer Eddie De Lewis. “We think it's important for attendees to be fully immersed in the moment and spend some time away from their phones. Until now, the solutions have been to take away their phones or put stickers over their cameras, rather than adapting to a time where attendees humans are integrated with their mobile device.”
You can learn more about Covert through the company's website. website.
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