Tupac ‘Hologram’ Captivates Coachella and Internet Audiences

Posted on April 17, 2012 by

Has Tupac risen from the dead to come back and perform with Snoop Dogg and Dr. Dre?  Unfortunately for some rap fans, no.  However, Digital Domain Media Group Inc. was able to resurrect Tupac’s image for a performance at the Coachella music festival this weekend.
The video has quickly gone viral across the web, mystifying and quieting not only the Coachella concert-goers but anyone who watches the almost 5 minute performance.  According to the Wall Street Journal, “Though the projected image has been widely described as a ‘hologram,’ it is a 2-D image and not a hologram, which is 3-D.

Dr. Dre and his production team first approached Digital Domain a year ago to discuss the possibility of creating a virtual Tupac. They began work in earnest on the Coachella performance around four months ago.

And this may not be the last you see of the 2-D Tupac on stage.  The Wall Street Journal also reports that more performances could be in the works — whether they are smaller-scale events including solely Tupac, Dr. Dre and Snoop Dogg or larger events including other performers.

Although the initial reaction to the use of this technology may be a feeling of creepiness, I think it’s actually pretty exciting.  Being able to render these 2-D images of performances that never even actually occurred is an amazing advancement in the field and opens up a lot of possibilities.  I don’t see why we couldn’t see Michael Jackson, Elvis or the Beatles performing live using this technology.  Although its not yet a true hologram, or 3-D projection, it’s a step that most people didn’t even know existed at this point and has already seen a lot of buzz and excitement generated from it.

What do you think of this technology and how they’re using it?  What else does Dr. Dre have in mind for it?

Justin Gianninoto, Founder, is an experienced digital strategist and creative thinker. He leverages a unique combination of business insight and technical knowledge to advance clients’ strategic goals. Having a deep knowledge of current trends, platforms and technologies, he effectively positions clients' messaging in front of key audiences. He is active in the digital community, having been selected as a member of the inaugural Summer Startup Accelerator program at General Assembly, a global network of campuses focused on technology, design and business. He continues to pursue his passion for innovation and entrepreneurship, staying connected with General Assembly as a teaching assistant, helping students develop technical skills in HTML, CSS, JavaScript, PHP and WordPress. He graduated from Binghamton University’s School of Management Fast-Track MBA program, receiving his Masters in Business Administration with dual concentrations in Marketing and Management Information Systems, and his Bachelor of Arts in English, General Literature and Rhetoric.