PHYGITAL SOLUTIONS FOR THE CULTURAL AND CREATIVE INDUSTRIES

AMPLIFY is a consortium of artists, technologists and researchers from 8 European countries dedicated to facilitating the digital transition in the Cultural and Creative Industries (CCIs).

It rests on three ideas: a) Music is humanity’s universal and transversal non-verbal language, enriching many CCI sectors; b) Physical–digital (phygital) experiences enrich the CCI offer with new opportunities; c) Impactful social value stems from co-creation by both professionals and non-professionals.

AMPLIFY will develop, test and pilot two innovative suites of digital technologies empowered by AI and XR for CCIs.

AMPLIFY PORTABLE is a cost-effective, easy-to-use tool to facilitate people in different places to play, learn and perform together, especially at community level. AMPLIFY IMMERSIVE enables producers to promote live performance experiences to distributed and remote audiences. Both tools will be open-source and, although focused on music, transferable across the spectrum of CCI sectors.

AMPLIFY’s technology will be developed and tested with a diverse range of creative partners and situations in four small-scale pilot trials: 1) RENEWING TRADITION: Remote learning and performance in Gaelic folk culture (UK); 2) MUSIC WITH BABIES: Digitally-enabled music co-creation with families (PT); 3) STAGE DIVING: Augmented Reality concerts connecting artists and audiences (IT); 4) REVEALING OPERA: Immersive experiences of co-creation with communities (ES).

The project will involve other CCI sectors from the start, explore their needs, desires and fears about the digital transition, and generate added value as early as feasible.

AMPLIFY rests on a human-centric approach that balances the tools and their use, so that the whole project delivers not only innovative technologies, new ways of working and enhanced audience experiences, but also sustainable economic models consistent with the beliefs, values and practices of the creators and audiences for wider societal benefit.