Thursday, May 7, 2020

Gallery view: Rita Ora gets an immersive online exhibition | Music Ally

We are seeing lots of campaigns having to quickly adapt their planned real-world elements to work as purely online initiatives – and the immersive video for Rita Ora’s ‘How To Be Lonely’ single is a very good case in point.

The video was directed by Dave Myers and was made in partnership with Wonderland Agency. It was supposed to have been launched at an event where her fans would have attended. Obviously social gatherings cannot happen at the moment so the idea got translated by Atlantic UK, Firepit Tech (part of Warner Music UK) and Pretty Good Digital to allow it to take place entirely online.

Through a dedicated website, the How To Be Lonely Experience lets you explore a virtual gallery space in 360 degrees, with lots of different rooms to visit. Among the things you can find are videos of Ora performing the track as well as a cover of Eric Clapton’s ‘Change The World’. There is a whole room with different remixes of the track with the room festooned with “b” logos, suggesting a Beats sponsorship or partnership. In another room, there is an email sign-up option where one person can win a Zoom chat with Ora. Peppered trough the exhibition are behind-the-scenes footage as well as choreographed dance videos.


Image by Neon Tommy (CC BY-SA 2.0)

Stuart Dredge


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