Peter Gabriel establishes 50:50 platform for visual creators

Following the positive experience with the AI-generated music videos, Peter Gabriel has now launched the 50:50 platform. And there is a new music video.

Part of the campaign for Peter Gabriel’s new album i/o were several AI-generated music videos. These were created by a wide variety of artists and selected via competitions. Peter Gabriel has now set up a platform and website, 50:50, to connect creative music video creators with his music.

Peter writes on 50:50:

Around the release of the album i/o we held a competition giving creators the opportunity to produce videos for some of my music. The competition was designed to be a playful and rewarding activity and as the submissions came in I was completely blown away by the talent on display, as well as the quantity and diversity of the entries, and the hard work that went into them. It was hugely enjoyable to be part of.
That experience has led to some discussions about trying to find a way to continue to allow a greater engagement between visual creators and my music. We are doing some work in the background that we hope will help facilitate a more equitable relationship between music makers and visual creators, that acknowledges the joint role they play in the content seen on platforms such as YouTube.
With 50:50 we want to explore ways to better reflect this joint creative endeavour, and hopefully provide a showcase platform for the best visual work.
For now, you can see some of the great videos that came out of the relationships forged by the initial competition and we are inviting any other video makers or creators, who might want to learn more about 50:50 and how to become involved in the future, to sign up here to receive news as plans develop.

New Olive Tree video!

The first 50:50 release is a new music video for Olive Tree (Bright Side Mix), created by Oranguerrillatan.

You can find details of the previous music videos in our i/o video article at this link.