Peter Gabriel's new project is called 50:50. It is a platform that intends to give due credit to the contribution of artists who translate English music into images. Also from an economic point of view.
«Around the publication of I we launched a competition giving to creators the possibility of producing videos for my music”, writes Gabriel on the newly launched site. «The idea was to engage in a fun and fulfilling project. The proposals that arrived impressed me with their talent, quality, diversity and the hard work put into producing them. Being part of the project was a pleasure.”
That experience, Gabriel continues, sparked a discussion about how to continue to empower visual artists to integrate their work with his music and how to better remunerate him. «Behind the scenes we are working to make the relationship between those who make music and those who make videos more equal, taking into account their respective contributions, for example on platforms like YouTube».
“With 50:50 we want to find ways that best reflect the shared creative effort and hopefully provide a showcase for the work of visual artists. For the moment, it is possible to see some of the videos born from the relationships created thanks to the competition. We invite all other videomakers or creators who would like to know more 50:50 and how to get involved by signing up to receive news as projects are developed.”
The launch of 50:50 is accompanied by a new video by Olive Tree (Bright-Side Mix)from Imade with artificial intelligence by Oranguerillatan, one of the winners of the competition. In the song, Gabriel said, “the protagonist wears a brain-scanning helmet that transforms thoughts into images, and in doing so he is able to see the connections he has with the natural world and in particular with an olive tree.”
«In some ways, we are part of a whole and we probably have the means to connect and communicate with the whole, even if we often don't use them. We want to see and hear only the things that seem important and relevant to us, excluding the rest as if it were noise. But probably, in that noise, there are things hidden that can help us understand our place in the world and remind us that we are nothing more than monkeys who need nature to be healthy to survive.”