The future of culture is through technology

Posted on November 21, 2022 at 2:22 pm

For electronic music pioneer Jean-Michel Jarre, immersive technologies – virtual reality and the metaverse in mind – are stimulating the emergence of a disruptive and extremely promising artistic sector. However, “the Franco-European approach to culture has for a very long time separated the means of production from the means of distribution, which today are in total convergence, as shown by the broadcasting platforms”, considers the ambassador of the Culture component of France 2030.
Overconfident in their creativity, artists and players in the French cultural industry have let others, mainly Americans, take control of the “tubes” that distribute content around the world: Netflix, Amazon Prime, Disney+, Spotify, Apple Music … An abandonment of soft-power, somehow. “It is urgent to regain control of our independence, with the risk of digital colonization. France should reprint in the cultural environment its great European industrial successes, such as Airbus. “How? “Avoiding the distribution of subsidies to massively support the emergence of creative actors present throughout the chain, to control codes and costs: technologies, high-quality content, distribution…”, continues Jean-Michael Jarre . A “commando” strategy adopted by France 2030 through a global investment of one billion euros for the cultural and creative industries, which aims to indirectly stimulate private investment. This general plan specifically aims to place France at the top of the world in manufacturing of immersive culture, with 150 million euros dedicated Placing culture at the center of the game aims to protect and promote a vision of the world and a typical French ethic, especially in matters of artistic freedom, intellectual property and fair remuneration for creators.

Virtual reality, a new French grammar
France is already several steps ahead in immersive technologies, including video games, with heavyweights such as Ubisoft, a connoisseur of this new grammar that is virtual reality. Becoming a leader in this sector means maintaining the edge in a field where France and Europe have a secular legitimacy: “Let’s not forget that the first object of virtual reality is the book, a formidable medium of projection for our imagination. Technology takes us one step further, teleporting us to a parallel universe through a digital twin”, analyzes Jean-Michel Jarre. This revolution started with hybrid events, integrating “add-on” modules that enrich a concert, a sporting event or an exhibition.
Backed by France 2030, the start-up Emissive goes further by offering from the beginning of 2022 “immersive expeditions” to the main world heritage sites, through multi-sensory journeys in space and time. Equipped with a virtual reality headset, participants in these 45-minute sessions move, interact and discover, stunned, the rooms and corridors of the Cheops pyramid or even the secrets of the Notre-Dame de Paris cathedral, over time. an impressive story. “It’s a new way to discover heritage by providing keys to contextual understanding”, underlines Fabien Barati, co-founder and general manager of Emissive. “The potential is tremendous in terms of wonder and education. More fun, culture is also becoming more accessible, to gain new audiences. »

CREATION IS BORN FROM TECHNOLOGY. WITHOUT THE INVENTION OF THE VIOLIN, VIVALDI WOULD NEVER HAVE COMPOSED HIS MUSIC. WITHOUT A CINEMATOGRAPH, GODARD WOULD NOT HAVE IMAGINED HIS WORK.

Jean-Michel Jarre, Ambassador of Culture in France 2030

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