ADVERTISEMENT FEATURE. XR STUDIOS
HOLLYWOOD MOMENT
XR Studios has put the finishing touches on its state-of-the-art campus in the heart of Hollywood
ON THE CORNER of Santa Monica Boulevard and Las Palmas in LA sits a new state-of-the-art, multi-building production facility. It features two fully equipped studios, premier production suites, a theatre and screening room, VIP rooms for talent, craft services kitchens, private parking, plus a collaborative office workspace for production partners, creatives, technologists and educators. It’s the home of XR Studios, a digital production company specialising in live entertainment. XR Studios produces extended reality (XR) and augmented reality (AR) workflow solutions, utilising new technology to execute innovative experiences for artists and brands across the globe. Its plethora of work traverses industries, including esports, commercial, music, broadcast, events, social media, corporate and more. Through work with brands and artists such as Disney, Snapchat, Camila Cabello, Riot Games, Billie Eilish, Viacom, Black Eyed Peas, Amazon and TikTok – to name
“We see ourselves as more than a studio, and instead a destination for creative play” the workflows of extended reality and virtual productions. In 2020, XR Studios formally became a company and was quickly recognised as the go-to resource for XR projects of the time, including the groundbreaking Katy Perry performance on American Idol , the MTV Video Music Awards and MTV Movie & TV Awards, livestreamed concerts with Billie Eilish and Gorillaz, special broadcasts for Kid Cudi, Leon Bridges and Post Malone – plus the key technology provider for corporate and brand presentations with companies With its team of experts, XR Studios was uniquely positioned to rapidly accelerate a few – XR Studios has been a catalyst for the advancement and use of immersive technology in productions and shoots. Since its inception, XR Studios has focused on the technology- and boundary- pushing fields of live experiences and recorded projects. XR Studios president and founding member J.T. Rooney has been utilising LED and real-time content technology over the last decade, as well as working in the commercial and single- camera production space; and Scott Millar, CTO of XR Studios, was instrumental in blazing the trail for camera tracking in a live environment for entertainment. “We’ve been involved since the very beginning,” says Millar, “working with disguise – an XR Studios constant collaborator and technology partner – since the early development of these XR workflows back in 2018 and 2019. “Ever since,” he adds, “the workflows we devised have become the industry standards. This is something we are extremely proud of at XR Studios.”
LOOKING FORWARD The new space will continue to push the envelope of extended reality productions
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