OVERWHELMING THE SENSES: THE NEW AV FESTIVAL EXPERIENCE

From Tale Of Us’ Afterlife, to Eric Prydz’s HOLO, and on to festivals such as Amsterdam’s Our House, the rise in so-called “immersive” events has been a staggering one, as they override our senses with a barrage of gargantuan LED panels, faux-futuristic installations, and sugar-laced corporate marketing. But, as with every turn, a new question arises, and this time, it’s no different…Is this unstoppable assault on the senses thrusting us closer to the music?

As someone deeply ingrained in the fabric of electronic music—a clubber, journalist, DJ, and producer—I recognize the pivotal role that music plays in our shared escapades. It acts as a beacon that guides us to darkened basements, sun-drenched beaches, expansive stadiums, and municipal parks where we dance away our cares to the symphony of our favorite sonic sermons. However, the symbiotic relationship between music and the visual or sensory elements is not lost on me.

Visual aids, be they mesmerizing LED panels or intricate installations, possess a unique ability to complement and enhance the narrative that a DJ or artist endeavors to weave. This interplay has a long history, with personal experiences of purchasing EPs and LPs solely based on the allure of album artwork and tracklists—an artistic choice that, in many cases, shaped my musical journey.

Yet, as we navigate this realm of heightened sensory experiences, a poignant question arises: Can the pursuit of immersive spectacle reach a threshold where it eclipses the very essence of the music itself? In a landscape characterized by rampant consumerism and an increasing thirst for novel experiences, the conventional trio of good music, laser lights, and smoke machines appears to be eclipsed. Instead, we find ourselves entangled in curated spaces adorned with LED sculptures, partaking in a modern dance of chasing QR codes, all in the quest for exclusive content that promises to elevate our night to the extraordinary.

Delving into the complexities of the human brain, a commonly misconstrued idea—that we only use 10% of our brains—prompted a deeper investigation. The reality is that there is no upper limit to how much information the brain can take in, and while multitasking is feasible, there is a cognitive limit to the amount of information we can process simultaneously. In fact, studies show that only 2.5% of us can multitask without performance decrements with respect to performing single and dual tasks Thus, the question of whether an overwhelming sensory experience might diminish our connection with the music becomes increasingly relevant.

The paradox of immersive events lies in their potential to offer a multi-sensory feast while simultaneously risking sensory overload. The risk is not just a distraction but a potential dilution of the very essence that brought us to these events—the music. As the pursuit of spectacle intensifies, the delicate balance between sensory enhancement and the core musical experience becomes more precarious.

At the heart of this discussion lies the artist's dilemma. While the allure of larger-than-life productions and immersive experiences is undeniable, artists of integrity must grapple with the compromise of their craft for the sake of spectacle and financial gain. The delicate line between enhancing the narrative and overshadowing the music poses a profound challenge that artists, event organizers, and enthusiasts must collectively address.

The query "Where do we draw the line?" resonates through this exploration. This contemplation echoes the eerie uncertainty encapsulated by the "uncanny valley hypothesis," suggesting that as entities appear almost human, viewers might experience a sense of discomfort. In the landscape of immersive events, where the boundary between the real and the artificial blurs, the question remains open-ended.

As we journey into the future, the trajectory of immersive-ness invites speculation. If the current trajectory persists, one might envision a scenario where individuals find themselves cocooned in separate pods, each immersed in a $3,500 Apple Vision Pro headset, sharing in the wonders of human connection within a simulated world designed for a continuous stream of digital joy. Oh, indeed, what a time to be alive—marked by a synthesis of sensory extravagance and the timeless allure of music.