Digital Avatar artist VNCCII and BRIT School students showcase the future of music on the iconic Tin Pan Alley stage at Mastercard’s Digital Junction.
Exclusive event held to coincide with the BRIT Awards 2023
February 2023: Mastercard, headline sponsor of the BRIT Awards for 25 years, hosted The Digital Junction, an evening merging the digital and physical worlds of music and showcasing the next generation of talent.
Breaking down the boundaries between music and technology, futuristic digital artist VNCCII delivered a never-before-seen performance.
The metaverse-inspired performance featured a dual avatar and in-person performance, creating a digital experience that goes beyond the traditional show we are all used to.
Ahead of The @BRIT Awards, we hosted The Digital Junction – an evening merging the physical & digital worlds of music to showcase the next generation of talent with @VNCCII_OFFICIAL @MichaelRiceOff @TheBRITSchool…and what a night it was! pic.twitter.com/j7laEv7Tbq
— MastercardUKBiz (@MastercardUKbiz) February 7, 2023
VNCCII combined novel sounds and the latest in virtual reality design to offer a preview of what could be the future of music.
VNCCII’s performance utilized the custom Unreal Engine (from Epic Games) environment built for virtual performances.
VNCCII, a futuristic digital avatar and immersive performance artist, says, “I’m excited to play a small role in the development of music in the digital world, blending my passion for music with the advancements of the metaverse.
The idea that music is something we can only enjoy in person or listen to on streaming platforms is no longer the case: there are so many possibilities.
Performing as an avatar gives me a whole new freedom as an artist, and I can’t wait to see where new technologies and the new artists that will emerge will take us.”
The Digital Junction also provided a platform for an array of creative talent from some of the BRIT School’s brightest stars. Performances spanned music, dance, poetry, robotic animation, and costume design.
The event comes after Mastercard conducted new research revealing that social media and the metaverse are shaping the way we discover, share, and listen to new music, as well as the prospects for success for the future of our creative industries.
Many young people (aged 16-24) see social media as the best route to success: forty percent (40%) of respondents believe virality is key compared to traditional routes, and 65% of all respondents would prefer virality to sell out a show equivalent to Wembley Stadium.
The research also revealed that almost half (49%) of those working in the creative industry say that making their own work go viral would be the biggest success of their career.
Mastercard’s Digital Junction was held at The Lower Third on historic Denmark Street, also known as London’s Tin Pan Alley.
Famous artists and BRIT School alumni such as Adele, Amy Winehouse, and Jeff Buckley have passed through this iconic venue.
Agnes Woolrich, Vice President of Marketing and Communications at UK&I, says: “As title sponsor of the BRIT Awards, we are always looking for new and exciting ways to connect fans with their passion for music. We’re excited to showcase how technology offers a whole new realm and future for artists and fans alike, setting the stage for the next generation of music.”
This development comes on the heels of Mastercard expanding its growing music footprint with the launch of the Web3-based Mastercard Artist Accelerator program.
The possibilities of Web3 may open up a new dimension for music content creation, collaboration, and ownership; however, this nascent space has yet to fully bear fruit, especially for emerging artists.
The research was conducted Censuswide with 2060 16+ who use at least one social media account (at least once a month) between 30.12.22 and 2.12.22. Censuswide is a member of the Market Research Society, which is based on ESOMAR principles, and The British Polling Council.
The research was conducted Censuswide with 250 adults who currently work or have previously worked in the creative industry and who use at least one social media account (at least once a month) between 30.11.22 and 05.12.22. Censuswide is governed by and employs members of the Market Research Society who are based on ESOMAR principles and are members of The British Polling Council.
The research was conducted using a self-conducted survey via SurveyMonkey of 86 BRIT school students. Across all educational disciplines, all students are aged 14-16 and have given full consent for their data to be used in this publication.
About Mastercard
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Using secure data and networks, partnerships, and passion, our innovations and solutions help individuals, financial institutions, governments, and businesses realize their full potential.
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